Fascinating! I’ve done your survey. I’m 41 and I shop at Lidl or Asda online if I don’t want to go into town with my toddler. M&S FOOD for weekend treats and the medina in our local city (a 45 min drive away) or an organic farm for higher quality/ higher welfare stuff. We’re up North so not many Waitrose - there’s a map that went viral about that... ! I go back to M&S food again and again as they go out of their way to help me and see me wrangling with my toddler and connect with me. None of the other supermarkets do that.
Great idea. Thanks Eleanor for involving us in this insight
Thanks for cross posting this @elderberries - she is def worth checking out!
Fantastic research - and thank you for the link to Women in Journalism, it looks like a great resource.
Fascinating! I’ve done your survey. I’m 41 and I shop at Lidl or Asda online if I don’t want to go into town with my toddler. M&S FOOD for weekend treats and the medina in our local city (a 45 min drive away) or an organic farm for higher quality/ higher welfare stuff. We’re up North so not many Waitrose - there’s a map that went viral about that... ! I go back to M&S food again and again as they go out of their way to help me and see me wrangling with my toddler and connect with me. None of the other supermarkets do that.