Market Research

Iceland customers most likely to have backed Brexit, Ocado a remain stronghold


By John McCarthy | Media editor

October 21, 2016 | 3 min read

YouGov data has granted insight into the voting patterns of supermarket shoppers, painting the differing demographics granting footfall to each store.

A study of more than 100,000 consumers from YouGov, showed that Iceland customers were most likely to have voted Leave in the EU referendum – around 65% of consumers. It was followed by Morrisons (56%), Asda (54%), Aldi (52%), Lidl (52%) and Tesco (50%).

At the other end of the spectrum, Ocado proved to be the most remain store, boasting a customer base of 64% remainers. It was followed by the Co-operative (60%), Waitrose (57%), Sainsbury’s (54%) and M&S (51%).

Brexit supermarkets

Brexit supermarkets

Brexit supermarkets

Matthew Smith, a data journalist at YouGov said: “The short-lived spat between Tesco and Unilever last week – dubbed ‘Marmitegate’ – highlighted the ways in which how someone voted at the EU referendum is dividing the country. How a person voted during the EU referendum is no longer simply a dividing line between voting groups – it is also one between consumer groups.

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“It matters that supermarkets and brands are aware of the political sensibilities of their customers. As YouGov showed during Marmitegate, certain voters are more likely to favour certain brands – it is vital that companies are aware how sensitive their customer base is to availability and pricing issues with particular brands.”

He concluded: “In the particular instance of Marmitegate, Tesco were lucky to be able to spread the blame on Marmite, but with months and years of Brexit uncertainty this probably won’t be the last fight over who bears the costs of Brexit. Supermarkets and brands alike will need to be prepared.”

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