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Waitrose and Iceland shoppers at opposite ends of the leave/remain spectrum

Published:  23 June, 2016

Research has painted a picture of how shoppers at the UK's biggest supermarkets are likely to vote in today's referendum.

Research has painted a picture of how shoppers at the UK's biggest supermarkets are likely to vote in today's referendum.

According to figures from IPA TouchPoints6, Iceland shoppers were the most pro-exit, being 53% more likely to disagree with staying in, followed by Lidl (14%) and Aldi (13%), Asda (10%) and Morrisons (8%).

Interestingly, shoppers at both German discounters Lidl and Aldi were over 10% more likely than the average adult to disagree with staying in, despite both companies benefitting from EU membership to keep costs for shoppers at a minimum.

In the in camp, Waitrose shoppers indexed highest, and were 34% more likely to agree with staying in.

After Waitrose, those more likely to vote remain were Sainsbury's, Marks & Spencer, The Co-operative Food and Tesco.

Touchpoints 6 asked 5,000 nationally representative GB adults before EU campaigning began (Jan-May 2015) if they were more or likely to agree with the statement I Think Britain Should Stay in the European Union.

Participants were asked to choose which shop they most frequently visited and were grouped accordingly.

In terms of household income, households with an annual income of up to £25k were 19% more likely to agree with leaving, compared to households making over £100k per annum, which were 48% more likely to be in favour of remaining within the EU.

Also, people who define themselves as connoisseurs of food and wine are 26% more likely to agree with staying in than the average adult.

Last month, Majestic said that the voting public could be swayed to vote in line with the wine-buying habits after it had witnessed a noticeable decline in the amount of EU-produced wine being consumed.

Britons still drink over 354 million litres of EU-produced wine each year but over the past ten years, the number has noticeably diminished.

Ben Page, chief executive of Ipsos Mori, said at a recent presentation that long-term trends show that opinion is very volatile - and if the polls are anything to go by, nothing is certain until the result is announced early tomorrow morning.

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