A new survey by Kantar has offered unusual insights into the buying choices of British citizens who are set to vote in the upcoming EU referendum.
Kantar polled 6,000 main shoppers (aged 16+) from its 30,000 UK homes panel during May 2016, allowing it to analyse their 780,000 real shopping trips in store across the past year (May 2015-May 2016).
It found that people who plan to vote ‘Leave’ are likely to buy more of – alcohol (6% more than those who will vote ‘Remain’), tea (20% more likely), healthcare products (9% more likely), pet care products (34% more likely), pastries (17% more likely), margarine (9% more likely), milk (6% more likely), frozen meat (54% more likely), and frozen poultry (37% more likely).
Meanwhile, those who plan to vote ‘Remain’ were found to buy remain voters are more likely to buy – Champagne, prosecco & wine (27% more likely), instant coffee (30% more likely), fresh pasta (83% more likely), fresh pizza (30% more likely), frankfurters & continental sausages (33% more likely), and cream (18% more likely). Such voters were also more likely to buy more fresh fish and vegetables, and more chilled drinks.
Amongst supermarkets, Waitrose was significantly more popular with Remain voters, who spent 73% more at the chain those voting Leave.
Kantar noted: “We’re not suggesting that what you buy and where you buy it from determines how you’re going to vote in the EU referendum, but the relationship between who you are, where you shop, and what you’re likely to buy, is clear. Affluence and age are proving to be the critical fault lines in the country influencing how people intend to vote, and these same parameters are also a good, but not infallible indication of where people will choose to shop, and the groceries they will spend their money on.”
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