Do you prefer the finer things at Waitrose, bargain-hunting at Aldi, or Clubcard wins at Tesco?
According to Phil Macleod, hypnotherapist, psychologist and Founder of Thought Reader, the answer can provide detailed insight into your personality type.
Food quality aside, shoppers tend to gravitate towards the supermarket with the ambience, deals, and branding that best align with their character.
Speaking to the Daily Mail, Phil said: ‘Where you shop and what it says about you has as much to do with culture and affordability as well as your mindset.’
Read on to discover what your favourite supermarket says about you, from the busy and dependable M&S shoppers to the family-oriented and hard-working Sainsbury’s lovers.
Do you prefer the finer things at Waitrose, bargain-hunting at Aldi, or Clubcard wins at Tesco? According to psychologist Phil Macleod, the answer can be very telling
Pictured: Coleen Rooney doing her weekly shop in Waitrose in Alderley Edge, Cheshire
Waitrose
Phil: ‘Shopping at Waitrose often signals a desire for reassurance and certainty.
‘From a psychological perspective, people are naturally drawn to environments that feel calm and are predictable – they have no ambiguity about them.
‘Waitrose has always had that air about it of status, an air of distinction, and quality, premium without compromise.
‘The higher quality of food gives a sense of control, and the layout and location reflect the person’s self-image of refinement and upper-class.
‘On a subconscious level Waitrose shoppers are confident in their decisions – and it is a way to offload any stress about what to buy.’
Verdict: Confident and self-assured
M&S
Phil: ‘Interestingly, preference for Marks & Spencer often points to decision fatigue. M&S shoppers want the decision taken away from them – they are busy people who value simplified choices and little effort.
‘They usually have high quality foods which attract the more mature, busy, or aspiring professional people as they believe they meet their status and standards.
‘Ready-made meals and curated selections remove the need to plan, which can feel like a relief.
‘Psychologically, it’s a form of outsourcing – not laziness though. It’s an attempt to cope with the busyness of life from feeling overstimulated or when trying to reserve time and energy – all while going to a trusted brand they know delivers time after time.’
Verdict: Busy and dependable
Tesco
Phil: ‘Tesco is the solid old giant, famous for its offers and incentives; so from a psychological lens it attracts shoppers who are motivated by rewards and problem-solving.
‘They get a buzz when they have a deal or voucher for instance, as this taps into our brain’s response to value and ‘winning’.
‘It can create a sense of control and satisfaction, particularly at a time when people are more conscious of their spending – they ultimately want to feel like they are in control.’
Verdict: Competitive and analytical
Asda
Phil: ‘Asda used to be the family shop, and still is to a large degree, no nonsense, simple quality shopping to a reasonable standard.
‘Shoppers value clarity and function above all else. They are not fussed about presentation and don’t like things to be overcomplicated or too complex.
‘The reason behind this lies in the mind’s need for efficiency – a mindset focused on practicality only’
Verdict: Down-to-earth and honest
Lidl
Phil: ‘From its historic bargain bin persona Lidl, there was a stigma to it that they have outgrown in size and status.
‘Interestingly, Lidl customers have grown with them, showing that they are not fussed by this status rubbish, they are busy people who do not like a wide choice as it creates mental overload.
‘Brand does not matter to them as much as value. Taste over marketing at the right price point is important. They prefer streamlined decisions to ease this problem.
‘They know what they want and a reduced choice is better in their book. It helps them reduce overwhelm and they enjoy a better shopping experience.
‘Having said this they are all for limited stock ranges and novelty products that crop up in store from time to time because it adds a bit of freshness.’
Verdict: Driven and spontaneous
Aldi
Phil: ‘This used to be seen as the ultra-budget store, where people who watch their pennies go.
‘These days, Aldi has raised their standards, and money and competition in this sector have inflated their presence on the high street.
‘Aldi shoppers are often intentional decision-makers. Psychologically, it can indicate someone who is less driven by external perception and more focused on what feels sensible and sufficient.
‘In a culture that pushes outward excess, an Aldi customer displays a quiet confidence about them.’
Verdict: Self-assured logical
Sainsbury’s
Phil: ‘Sainsbury’s is the elder statesman in the room, people who are happy just so and have some but not too many aspirations.
‘Their values haven’t changed much over the years, they are solid and a known, trusted brand, a company you can depend on, but won’t get all the frills from the other big players – it’s all about balance.
‘Psychologically, this choice reflects the need to have balance as they manage quality, family needs and cost.
‘Sainsbury’s shoppers are diligent decision-makers who want the best but don’t want to extend themselves either – it feels like the safe middle ground. Underneath they feel the pressure to get things right.’
Verdict: Family-oriented and hardworking
