What type of MATCH consumer are you?

You are... Mainstream Minded

All about you

You love to head out on the town with friends for a few drinks & a bite to eat & you often live for the weekend! Social media is your primary source for finding your next great place to eat or drink out & you are always up to date with the latest trends! That’s not to say you’d shy away from a quick bite at your local Pizza Hut or grab a cheeky burger at McDonald’s because let’s face it – life is better with a little fast food in your life!

Typical demographics

Age

45% are 18-34 years old

Gender

39% Male, 61% Female

Affluence

Medium: £30,001 - £50,000

Employment

48% are white collar

Parents

41% are parents

of population

0 %

Out-of-home behaviour

10%

Proportion of all drink-led visits that are made by this group

10%

Proportion of all food-led visits that are made by this group

57%

Eat out weekly

38%

Drink out weekly

£66.19

Average monthly spend
Mainstream Minded spent 23% less than GB monthly avg.

Top 5 drinks consumed

1. Soft drinks

2. Coffee

3. Wine

4. Cocktails

5. Tea

Adoption of trends

Repertoire

Repertoire shows the number of drinks categories or brands that this segment typically switches between.

Attitudes & behaviours

I proactively try to lead a healthy lifestyle.

Health 71%

I like to keep up to date with the latest trends and fashions.

Trends & fashion 61%

I check social media frequently throughout the day.

Social media 73%

Social media has increased my awareness of eating and drinking out brands.

Social media awareness 62%

I lead a busy lifestyle and rarely have a large amount of free time.

Lifestyle 50%

I actively seek out information on new places to eat and drink out through all available sources.

Seek out new 33%

I tend to stick to places that I know well when eating and drinking out.

Familiarity 50%

I take a keen interest in food and drink and consider myself knowledgeable on the subject.

Food expertise 74%

I consider myself a 'foodie'.

Foodie 59%

I am interested in deals and offers.

13%

I enjoy visiting new eating and drinking out brands whilst they are still small chains but are starting to become recognised.

Prefer small chains 38%

I am typically one of the first to visit new eating and drinking places.

Trendsetter 19%

Key drivers

What drives Mainstream Minded to venues for food?

1. Location

2. Convenience

3. Value for money

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What drives Mainstream Minded to venues for drinks?