Customer Profile
Consumer profile snapshot — grocery roles, category purchase rates & cooking engagement
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Updated 2h ago
Sample Size
918
690 decision makers
Rice Purchase Rate
91%
+10pp vs category avg
Cooking Frequency
5.9×/wk
80% cook 5+ days
Kitchen Involvement
89.5%
61% cook all meals
Grocery Decision Maker
75.2%
3 in 4 are sole deciders
Grocery Decision Role
Are you responsible for the grocery shopping decisions?
918
Respondents
Main Decision Maker
75.2%
690 households
Shared Responsibility
24.8%
228 households
Main · 75.2%
Shared · 24.8%
0%
100%
50% midpoint
+25.2pp above midpoint
3 in 4 respondents are the sole grocery decision-maker — 25pp above the 50% midpoint. The remaining 24.8% share that role.
918
Total HHs
+25pp
Above Mid
3 in 4
Sole Deciders
Recent Category Purchases
Which products have you personally purchased in the past 6 months?
CATEGORY
Avg 80.6%
01
Rice
91%
+10.4pp
02
Tomato Paste / Puree
85%
+4.4pp
03
Frozen Chicken / Meat / Nuggets
84.5%
+3.9pp
04
Pasta / Noodles
82.9%
+2.3pp
below cat. avg
05
Cooking Oil / Ghee
80.5%
-0.1pp
06
Spices (whole or ground)
80%
-0.6pp
07
Readymade Sauces
74.6%
-6pp
08
Stock cubes / Bouillon
66.1%
-14.5pp
Rice dominates at 91% penetration, well above the 80.6% category average. Stock cubes / Bouillon trails at 66.1%.
Home Cooking Frequency
How often are main meals cooked at home per week?
Every day
54.6%
5–6 days a week
25.7%
3–4 days a week
16.6%
1–2 days a week
2.7%
Less than once a week
0.4%
80% cook 5+ days/week — a highly active kitchen audience.
Kitchen Involvement
Which best describes your role in cooking at home?
Cook Most Meals
61.1%
Shared Cooking
28.4%
Decide Only
6.8%
Rarely Cook
3.7%
61.1% cook most or all meals — direct brand contact at every occasion. Only 3.7% rarely cook.
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