Using a full analysis of our ShopperVista data between September 2020 and August 2021, we compare the attitudes, demographic profiles and shopping behaviours of shoppers at 9 different supermarkets – Waitrose, Tesco, Iceland, Sainsbury’s, Morrisons, Asda, M&S, Lidl and Aldi.

This reports looks at:

• Who is the shopper?
• How do they shop?
• What matters to them?

Looking for more retailer shopper insight? Visit our dedicated Retailer shopper insight hub