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Mosaic Grocery

Mosaic Grocery analyses grocery shopping behaviour and attitudes in relation to consumer demographics.

What can it do for me?

Mosaic Grocery helps high street, convenience or edge-of town grocery retailers to understand their current market share and the pull of their stores in relation to competitors. It also enables them to determine the types of products and services they should be providing, in relation to the demographic and lifestyle characteristics of customers.

A few key facts

  • Mosaic Grocery classifies all postcodes in Great Britain into 10 distinct types. These describe how residents trade off price against service, convenience, variety, promotional orientation, pack size preference and attitude towards own-brand goods.
  • The classification uses Experian’s demographic data together with information from our lifestyle surveys on shopping at differing grocery fascia. This is augmented with information from the government’s Expenditure and Food survey (EFS) on household expenditure.

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