Psychologist Phil Macleod explains the surprising connection between where you shop for groceries and your personality type.

The Psychology of Grocery Shopping

Psychologist and hypnotherapist Phil Macleod, founder of Thought Reader, suggests that our supermarket choices reveal a surprising amount about our character, mindset, and subconscious desires. He emphasizes that this isn't solely about affordability or food quality, but about the ambience, branding, and overall experience that resonates with us.

Decoding Supermarket Shoppers

Macleod breaks down typical shopper profiles for major UK supermarkets. Waitrose shoppers are often driven by a need for reassurance and certainty, drawn to the store’s predictable environment and association with status and quality.

Marks & Spencer customers often exhibit ‘decision fatigue,’ seeking simplified choices and ready-made solutions. Tesco attracts those motivated by rewards and problem-solving, enjoying securing deals and controlling their spending.

Asda appeals to shoppers who value clarity and practicality, prioritizing function over presentation. Lidl shoppers are described as driven and spontaneous, unconcerned with status, while Aldi customers are intentional decision-makers focused on sensibility and sufficiency.

Supermarkets and Psychological Needs

Macleod highlights how supermarkets cater to fundamental psychological needs. The control offered by Waitrose’s quality, the relief from decision-making at M&S, the ‘winning’ feeling from Tesco deals, and the efficiency of Asda all cater to specific psychological drivers.

He notes the historical stigma associated with Lidl and Aldi has shifted, with customers demonstrating confidence in prioritizing value. Ultimately, our supermarket preference isn’t just practical; it’s a reflection of who we are and how we navigate life.

Our subconscious signals through shopping habits are powerful indicators of our inner selves, offering a unique window into our personalities.