TYPES
SEPTEMBER 2016
Why segment
shoppers into
different types?
Germany
Russia
China
India
United Kingdom
France
Japan
United States
Euromonitor International
PASSPORT 2
Brand-conscious
Tech-savvy
Very concerned about status
Extremely thrifty
Ignore advertising
Prefer brick-and-mortar
PASSPORT 3
Finding an
excuse to shop
Who uses travel, gift
giving, or self-treating
as an excuse to shop?
Online and
mobile options at
checkout
Who prefers the
convenience of mobile
shopping on the go to
online shopping via
computer?
Euromonitor International
Buying on
impulse vs
planning ahead
Who plans purchases
in advance? Who buys
on impulse?
Filling the
shopping cart
Who cares about low
prices above all else?
Who looks for brand
name products or
goes green?
GLOBAL SHOPPER TYPES
Using technology
for product
research
Who refuses to buy
without first
conducting research
on their mobile phone
or computer?
Looking for
guidance from
brands and
consumers
Who is influenced by
social media sources?
Who looks to friends
and family for input?
PASSPORT 4
Prefer to save
No-frills
Saver
Thrifty
Bargain-hunter
Social
Experimenter
Thrifty
Bargain-hunter
Thoughtful
Planner
Enjoy shopping
Social
Experimenter
Avoid shopping
Thoughtful
Planner
No-frills
Saver
Conspicuous
Consumer
Euromonitor International
PASSPORT 5
Euromonitor International
Travel-based
Shopping
Shopping
for Gifts
Selftreating
Conspicuous
Consumer
Shopping options
guide my choice
of destination
I sometimes buy
gifts for loved
ones
I love to buy
myself something
nice
Social
Experimenter
I love buying
gifts for friends
and family
Thrifty
Bargain-hunter
I travel to see
new things, not
buy new things
It makes me
happy to treat
others with gifts
I treat myself
when I think I
deserve it
Thoughtful
Planner
Gift-giving is not
a high priority
for me
No-frills
Saver
Holidays have
nothing to do with
shopping
Id rather spend
money on the
things I need
PASSPORT 6
I plan my
purchases
in advance
Thoughtful
Planner
No-frills
Saver
Euromonitor International
Social
Conspicuous
Consumer Experimenter
I often make
impulse
purchases
Thrifty
Bargain-hunter
PASSPORT 7
Read reviews of products or Compare prices using a Read reviews of products or Follow or "like" a company
services on a computer mobile phone while in store services on a mobile phone
on social media
Conspicuous Consumer
Euromonitor International
Social Experimenter
Thrifty Bargain-hunter
Thoughtful Planner
No-frills Saver
PASSPORT 8
Social
Media
Digital
Marketing
Celebrity
Endorsements
Other
Consumers
High
Influence
Friends, Family,
Self
High
Influence
Low
Influence
Low
Influence
Conspicuous Consumer
Euromonitor International
Social Experimenter
Thrifty Bargain-hunter
Thoughtful Planner
No-frills Saver
PASSPORT 9
Thrifty Bargainhunter
Social
Experimenter
I prefer
unbranded
alternatives
No-frills
Saver
Conspicuous
Consumer
I prefer brand
names
Thoughtful
Planner
PASSPORT 10
Conspicuous Consumer
Euromonitor International
Low price
0%
75%
0%
0%
75%
0%
75%
*Showing percent selecting
as a desired product feature
Social Experimenter
Thrifty Bargain-hunter
Thoughtful Planner
No-frills Saver
PASSPORT 11
Conspicuous Consumer
I consider myself an environmentalist and I am willing to
pay more for many green features
Social Experimenter
Global issues like climate change are not as important to
me as serving safe, healthy foods to my family
Thrifty Bargain-hunter
I care about sustainability, but avoid spending more on
green products
Thoughtful Planner
Though I stick with brands I know and trust, I sometimes
check for eco-friendly features
No-frills Saver
Saving money is more important to me than seeking out
expensive green product features
Euromonitor International
#1
#2
#3
All-natural fresh
food:
46% / 40%
All-natural soft
drinks:
38% / 32%
All-natural
packaged food:
36% / 29%
All-natural fresh
food:
47% / 36%
Non-GMO fresh
food:
34% / 24%
All-natural
childrens products:
34% / 30%
All-natural fresh
food:
51% / 35%
Non-GMO fresh
food:
40% / 26%
Hormone-free fresh
food:
35% / 22%
Non-GMO fresh
food:
32% / 21%
All-natural
packaged food:
31% / 22%
All-natural fresh
food:
39% / 28%
Non-GMO fresh
food:
29% / 19%
Locally-sourced
fresh food 28% /
18%
PASSPORT 12
Euromonitor International
Weekly Smartphone
Shopping
Conspicuous
Consumer: 56%
Social Experimenter:
27%
Thoughtful Planner:
20%
Thrifty Bargainhunter: 18%
No-frills Saver: 14%
PASSPORT 13
Euromonitor International
PASSPORT 14
Germany
Conspicuous Consumer 7%
Social Experimenter 15%
Thrifty Bargain-hunter 27%
Thoughtful Planner 19%
No-frills Saver 32%
Conspicuous Consumer 9%
Social Experimenter 24%
Thrifty Bargain-hunter 27%
Thoughtful Planner 25%
No-frills Saver 15%
Conspicuous Consumer 6%
Social Experimenter 16%
Thrifty Bargain-hunter 20%
Thoughtful Planner 28%
No-frills Saver 30%
China
Conspicuous Consumer 16%
Social Experimenter 15%
Thrifty Bargain-hunter 27%
Thoughtful Planner 13%
No-frills Saver 29%
United States
France
Conspicuous Consumer 8%
Social Experimenter 20%
Thrifty Bargain-hunter 20%
Thoughtful Planner 19%
No-frills Saver 34%
Japan
India
Brazil
Conspicuous Consumer 22%
Social Experimenter 19%
Thrifty Bargain-hunter 21%
Thoughtful Planner 17%
No-frills Saver 20%
Euromonitor International
Russia
PASSPORT 15
The Shopper Types report series explores the habits and preferences of different types of shoppers in
nine markets around the world, helping companies and brands better target their core customers by
answering the following questions (and more!):
Which shoppers need to be given a concrete reason to spend money and which ones will jump at any
excuse to visit the store?
Which shoppers can still be influenced by traditional print and TV advertisements? Who gravitates
toward the recommendations of peers on social media or new location-based mobile ads?
Which shoppers take action by seeking out green and sustainable product features, rather than
ineffectually worrying about the environment and global warming?
Visit Euromonitor.com or the Passport Lifestyles system to find in-depth country-specific Shopper
Types reports for the following markets:
Brazil
China
France
Euromonitor International
Germany
India
Japan
Russia
United Kingdom
United States
PASSPORT 16
Euromonitor International
PASSPORT 17
Fielding
Data Cleaning
PASSPORT 18
Euromonitor International
PASSPORT 19
Passport Lifestyles
This free report extract is part of our Shopper Type
series in Passport Lifestyles, helping decode your
customers and providing insight into who to target and
why. With global research and analysis of consumer
attitudes and behaviours, Passport Lifestyles supports
decision-making at all levels.
Key highlights
Annually updated and tracked consumer survey
data from developed and emerging markets,
covering the eight major areas of consumer life,
from eating and drinking to spending and saving
Examination of consumer traits associated with
themes from a global and regional perspective
Compare and understand consumer behaviour,
attitudes and trends in 80+ countries
Strategic topic-based and segment-focused
briefings investigate consumer trends across
markets, from home cooking to young mens
grooming to mothers, in addition to Euromonitor
Internationals proprietary consumer types
Euromonitor International
PASSPORT 20