Key findings:
- 18% of Britons primarily buy groceries in bulk.
- Millennials make up the largest share of bulk grocery buyers (37%), followed by Gen X (28%).
- 85% of bulk grocery buyers have shopped in-store in the past 90 days, with crowding (28%) and stock availability (26%) their leading reported in-store challenges.
Buying groceries in bulk can help consumers stock up on everyday essentials and manage their household shopping needs. New YouGov Profiles data examines who Britain's bulk grocery buyers are, how they shop and what retailers can learn from their in-store experiences.
Nearly two in ten Britons primarily buy groceries in bulk
Nearly one in five British adults (18%) say they primarily buy groceries in bulk, while 29% typically purchase smaller quantities.
The largest group, accounting for 44%, buys a mix of both bulk and smaller quantities.
For the remainder of this analysis, bulk grocery buyers refers exclusively to the 18% who primarily purchase groceries in bulk.
Who are Britain's bulk grocery buyers?
Millennials make up the largest generational group among bulk grocery buyers (37%), followed by Gen X (28%). Gen Z accounts for 19%, while Baby Boomers and older generations collectively represent 16%.
A third of bulk grocery buyers (33%) fall into the middle-income category (£25,000–£59,999), while 29% belong to higher-income households (£60,000 or more). Another 18% are in the lower-income category (under £25,000), while 20% prefer not to disclose their income or don't know.
Interestingly, bulk buying isn't confined to people raising children. A third of bulk buyers (33%) are in the pre-family life stage, defined as those aged 15–45 without children. Another 32% have children living at home, while 35% are aged 46 or older, without children at home, and either active or inactive in the labour market.
This varied household profile raises another question for retailers: how do these consumers shop, and which channels are reaching them?
How Britain’s bulk buyers shop for groceries
More than eight in ten bulk grocery buyers (85%) say they have shopped in-store in the past 90 days. But physical stores aren't their only shopping channel. Nearly four in ten (38%) have used online home delivery, while 7% have used click-and-collect services.
With physical stores reaching the vast majority of this audience, the in-store experience warrants closer attention.
What challenges do bulk buyers encounter when visiting supermarkets, and what would make those visits better?
What frustrates bulk buyers in-store – and what would improve their experience?
Crowding (28%) and out-of-stock products (26%) are the leading reported in-store challenges among bulk grocery buyers. Other frustrations are less widespread, including a lack of time (12%), checkout issues (11%) and product variety (10%). Notably, 27% say none of the listed items are challenges.
When it comes to improvements, product assortment stands out. Nearly a quarter (24%) would welcome greater product variety, while 11% want better availability of specialty foods.
Personalised offers and promotions appeal to 22%, making them the second most popular substantive improvement. Better store layouts (18%) and self-checkout or app-integrated checkout options (12%) follow.
However, 31% select none of the proposed improvements, suggesting that these changes would not appeal equally to all bulk buyers.
For supermarkets, keeping products available, improving assortment and making stores easier to navigate could help address the needs of an audience that continues to make extensive use of physical grocery stores, even as online delivery forms part of its shopping habits.
Methodology:
YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between October 2025 and October 2026, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in Great Britain and weighted by age, gender, region, education, and social grade.
Image credit: Getty Images
