The new Tesco segmentation: a move in the right direction for shopper insight, but what about other retailers?

For over 10 years, Tesco used 5 Families as its segmentation strategy. The Wicks, The Mayers, The Dawns, etc… 

And now, they’re going through a significant change: behavioural segmentation is replacing the families.  

This is obviously major news for the industry, as the 5 Families were known to all Tesco suppliers and other partners.

Now, with the change, we’re looking at new opportunities and challenges. 

Good news or bad news? 

The new segments are entirely based on behaviours, meaning they reflect how shoppers act in-store. Because they focus on what shoppers do, rather than who they are, the segmentation is more inclusive and relatable. 

 From TRKR, that gets a big thumbs up

It makes it easier to create more actionable targeting strategies, both in and out of store, compared to the 5 families, which were mainly demographics. 

However, the new segmentation also introduces new challenges… 

First, unlike demographic segmentation which is easier for manufacturers to capture and analyse, behavioural segmentation requires more complex research processes to fully understand.  

Also, since it’s based on food & drink shoppers, does it fit for non-food categories? 

What does this mean for the industry? 

For existing Tesco suppliers and those looking to get onto Tesco shelves, the segmentation switch-up mean a major change in how they approach their own segmentation strategies. They’ll need to talk this new language when they meet Tesco Buyers.  

But what will it mean to for the rest of the industry and the other retailers?  

There’s a fair chance that Tesco’s new behavioural focus will be adopted by all the retailers over the next year, which signals wider implications in the overall retail landscape.  

One thing is clear: suppliers who understand the segmentations, identify where they fit, and know how to target and position themselves effectively will be best positioned for success.   

So, what are the next steps?  

At TRKR, we are already integrating the new segmentation into our Bespoke Insights for our clients. We cross-reference these new groups with demographic profile and brand preference to add to our already unique shopper perspective.  

 This will help our clients understand where their shoppers fit within Tesco’s new segmentation.   

 And we’re going a step further.. 

 In January 2026, we’ll be launching the TRKR version of Tesco’s behavioural segmentation, designed to be fully applicable across all retailers.   

 With TRKR Shopper Segmentation, we’ll enable brands to understand how they align to any retailer’s shopper profile, whether that’s Tesco, Sainsbury’s, Aldi, Lidl, Asda, Morrisons, M&S, Waitrose or Co-op. 

 Keep an eye on our social media, emails and website at the start of next year to hear about our new segmentation.  

 Or…be the first to know, with a 30-minute demo with Mark and Flo at the start of January. Click below to book a session (limited places available)