What is the profile of the typical Starbucks customer? That was question posed by the IGD in its recent Café Culture report.
Using interviews with 1,000 consumers, it looked specifically at the 13% of adults who claimed to use Starbucks regularly. It reports that they are typically younger, more affluent workers. Some 19% live in urban locations, 25% fall into the AB demographic and 24% are aged 25-34 years, the data suggests.
They are most likely to complete their main shop in Sainsbury’s, suggesting the presence of Starbucks’ concessions in selected Sainsbury’s stores is appropriate to its target shoppers.
In addition, Starbucks consumers are loyal, visiting the store bet-ween two and three times a week.