Supermarket shoppers’ political preferences revealed by survey

People who shop at German discount supermarkets are more likely to have voted for the UK to leave the EU than Co-op customers, according to a new survey.

Coupon and voucher services provider Valassis Limited claims over half of Co-op shoppers (56%) voted to remain, compared with 42% of Aldi shoppers and 45% of those who shop Lidl as their main supermarket.

The survey of 2,000 UK shoppers also claims to show how preferred promotional mechanics vary. only 19% of Leave voters will use mobile coupons, compared to 31% of Remain voters. Leave voters are also less likely to use their phone to access special offers, with only 15% turning to digital promotions, compared to 25% of Remain voters.

Overall, coupons and vouchers are now favoured by 42% of all shoppers surveyed, compared to 38% three years ago; and loyalty points are favoured by 43% of Tesco and Sainsbury’s shoppers, compared to 38% in 2013.

A spokesperson said: “In today’s increasingly digital age, paper coupons are still a favourite with most shoppers, although younger shoppers are more likely to embrace technological advances.

“For marketers of brands and retail outlets, offering a choice of promotional formats ensures the broadest audience reach, across demographics, no matter of one’s political preferences.”