walletAre healthy shoppers also savvy shoppers? American research group NMI thinks so. Their annual consumer survey shows that if we’re careful with our bodies we’re also careful with our budgets.


Categorising shoppers into five distinct types, the healthiest ‘Well Being’ shoppers make few impulse buys, while the ‘Eat, Drink and Be Merrys’ are more concerned with pizza than exercise. But surprisingly this unhealthy group of shoppers doesn’t spend any more on alcohol than the rest of us.

It seems we fall into distinct shopping types based on our health: there’s the organic eating ‘Well Beings’, the penny-wise ‘Food Actives’ who won’t buy food or wine just because it’s got a fancy label and the vitamin taking ‘Magic Bullets’ group.

You may also find yourself identifying with the ‘Fence Sitters’ who follow the latest eco-friendly trends or the youngest and poorest group of shoppers the ‘Eat, Drink and Be Merrys’.

Their need for beer may be greater than the other four healthier groups but when it comes to the yearly booze spend it’s the same as everyone else.

It seems we can all find £750 a year to spend on alcohol but it’s the health-aware shoppers – the ‘Well Beings’ and ‘Magic Bullets’ - who spend a greater proportion on wine.

teethWhy is this? Perhaps they recognise that drinking wine in moderation, particularly red wine, has many health benefits: reducing heart disease and cholesterol levels, stopping certain cancers, improving memory and even preventing your teeth from falling out.

But it also seems shoppers who are in fine fettle are the most supermarket savvy - enjoying the whole shopping experience and really knowing the layout of their supermarkets. They don’t waste time going up and down the aisles aimlessly browsing but instead head straight for the best buys.

Anyone for a wine bargain?

PG Wine Tips

£3.99 and under

There are still some good bottles to be found that cost the same as a couple of National Lottery tickets.

Yellow TailSainsbury’s South African Chenin Blanc
£3.79 Sainsbury’s

Apple, peach and apricot aromas with flavours of bubblegum and butter pastry.

Sainsbury’s Vins de Pays Merlot
£3.99 Sainsbury’s

Soft blackberry and creamy cherry flavours. Pizza wine.

£5.99 and under

There are a few fruity, slurpable wines among the forgettable masses.

Spar French Vins de Pays Sauvignon Blanc
£5.35 Spar

Gooseberry flavours are balanced with grapefruit and the sweetness of melon.

Spar Vins de Pays Chardonnay
£5.35 Spar

Creamy melon and apple pie. A simple wine that matches almost anything.

Pepperwood Grove Californian Old Vine Zinfandel
£5.99 Morrisons (down from £7.99 until November 28th)

A rich port-like wine with a woody edge to its flavours of cherry and cinnamon Danish.

Costs a bit more, but tastes great

Sometimes a bottle of wine tastes so fab it's still a bargain whatever it costs.

Jacobs CreekJacobs Creek Three Vines Red
£6.99 Ocado

Shiraz, Cabernet Sauvignon and Tempranillo combine to give jammy blackcurrant and blackberry flavours, with a hint of strawberry going on in the background.

Spar Louis Tête Beaujolais Village 2008
£6.99 Spar

Tastes just like you would expect – light strawberry and redcurrant flavours.

This article has appeared as Paula's Wines of the Week on Mature Times