FEMALE GROCERY BUYER WITH KIDS UNDER 18
Introducing Rebecca, a beacon for good household living.
She likes her cart filled with just the right items, all tried and true. Which is why Rebecca, 40, has become her family’s default shopper. After all, what's breakfast without everyone's must-have cereal, or teatime without her favourite Lady Grey?
Rebecca's a busy woman and she knows what it takes to conquer her week, working part-time at a not-for-profit, taking energetic primary-schoolers to football or ballet daily, and developing her dream personal project on the side. (It's a boutique skincare range, and she’s just netted her first online sale).
"For me, brand loyalty is earned over time. Not bought"
Of course, it's not all schedules and sporting fixtures for Bec. Come weekends she might be doing anything, like planting out some new basil, pouring a glass of Riesling for a friend who's dropped by, or spending the afternoon getting a facial while the kids go fishing with dad.
Sometimes, Rebecca even puts her feet up – to enjoy her designer sofa, read the news on her tablet, or maybe even splurge with something stylish online.
Rebecca’s buying decisions are analysed and shared by her likeminded, sophisticated cohorts, all a major part of the Fairfax readership.
$100,000Average household income
4.1Average household size
$167Weekly supermarket spend