A survey of nearly 6500 consumers for Sainsbury’s has revealed there is no such thing as the average shopper.
The largest probe of its kind, spanning customers of all supermarkets, it reveals that while shoppers purchased a similar number of items – on average 42 a week – the choice of items varied, especially between regions.
Of the top 10 items purchased weekly, bananas are the only non-indigenous crop listed, ranking second only to milk.
Strikingly, chicken is the only meat listed, occupying last place with 53% of consumers buying it each week.
Closer inspection reveals that Scots are the biggest consumers of meat on a weekly basis with nearly one in two (48%) shoppers buying beef and two-thirds (66%) buying chicken each week.
Consumers in the north-east are the biggest eaters of pork – bacon, sausages and gammon – buying 33% more than the average shopper.
The Scots go crazy for biscuits and sweets, underlining their position as the UK’s biggest eaters of indulgence foods.
The Welsh are the healthiest nation in the UK consuming more fresh fruit than any other region.
Research reveals that 94% of Welsh shoppers put some kind of fruit in their basket each week, and an average of four varieties.