As the UK has become more affluent, fewer people have mortgages and more of the population are seeking larger detached houses. There are nearly half a million fewer traditional terraced homes and a million more detached homes. These trends and many others have been encompassed in CACI’s new classification of shoppers which takes account of changes over the past decade.
CACI’s groups of Wealthy Achievers, Affluent Greys and Flourishing Families are all characterised by high levels of car ownership. Many are empty-nesters and those in the first two categories have often paid off their mortgage. Flourishing Families tend to have two incomes, sometimes with both partners in well-paid, executive jobs.
All three have high incomes and above-average financial investments, read broadsheet newspapers, are well educated and internet literate.
The most affluent type of Wealthy Achiever is the ‘affluent mature professional’, who is frequently found in areas such as Guildford, St Albans and Kingston and 15 percent are self-employed.
Affluent mature professionals tend to choose their food store because of its parking facilities while the poorer families seek good prices and crèche facilities. However, not all households with high incomes have a high food spend. In urban areas the Prosperous Professionals, Educated Urbanites and Aspiring Singles have the highest levels of education. They eat out a lot, go to the cinema, opera and concerts. They like wine and good food and Waitrose is frequently their choice of store, as it is for the most affluent among the population.
Single prosperous professionals with a very active lifestyle are often found where there is a mix of large homes and dwellings that have been converted to flats.
In the Struggling Families’ group, the smaller single-parent families keep food expenditure low while larger families tend to spend more than £100 a week. Struggling Families have low incomes and typically live on traditional council estates and in semi-detached homes. Many long-term unemployed still live in these areas which are right across the country.
Secure Families favour Asda, Morrisons and to a degree Tesco. These groups could be described as Middle England and their incomes are a little above average and the larger families can spend a lot on their weekly shop. The wife supplements the lower managerial income by part-time work.