Directional Insights’ Spotlight report on Specialty Fresh Food reveals a profile of these customers: three-quarters of them are female; they have higher average household incomes than non-fresh food customers; and are more likely to be in a married/defacto relationship with kids.
In compiling this report from in-centre interviews with 3,550 consumers, we found age to be a powerful determinant of fresh food store visitation. Fresh food customers have an average age of 50 years – 5 years older than the Australian shopping centre average.