They have a photographic memory of the cupboard and fridge, and they’re constantly thinking of their next meal.

These savvy shoppers manage their kitchens with the business-minded approach of a chef, and the major chains know they need to match their smarts in both layout and offer. Incredibly busy during the week, everyday meals are planned with time, nutrition and evenings out in mind. On weekends, they may have more time for menu planning and shopping at farmers’ markets and speciality stores. They’re loyal to the brands they like, and they seek out fresh and local produce where possible.