1. Shopper Profile Report
Publication date:
August 2016
Next publication:
Shopper Profile Report

2. Masscash Retail Shopper Profile
Masscash Retail consists of Cambridge Food and Rhino Cash & Carry, a consolidation of a number of independent retail hybrid stores acquired by Massmart (Cambridge Food in 2008 and Rhino Cash & Carry in 2012)
Masscash Retail trades in general merchandise and food targeting the lower LSMs across 51 stores
Product Offering
Target Market
Location
An extensive range of food, with a focus on fresh service departments
Urban LSM 3 – 6
Located at transport hubs in city centres
Retail hybrid model, focused mostly on food and fresh departments
Rural LSM 2 – 6
Located in rural areas, mainly in KZN & EC
Note: For more information please see the Massmart Group Full Trade Profile

3. Cambridge Food Shopper Profile
Targeted shoppers
LSM 2 – 6
Gender
Race
Top basket items
82%
Bread
56%
44%
73%
Mealie meal
Highest concentration of shoppers LSM 5 & 6, both at 31.7%
73%
Toilet soap
71%
Toothpaste
Shoppers’ monthly household income range from
R2,000 – R24,999
Washing powder
68%
Age
Geographic spread by province
Limpopo
0.4%
Gauteng
38%
North West 1%
Mpumalanga 3%
KwaZulu-Natal
48%
Free State 9%
Northern Cape 0%
Eastern Cape 0%
Largest shopper presence in line with store footprint
Western Cape
0.5%
Cambridge Food LSM 5 & 6 shoppers are the most active on the internet
KZN 48% | GP 38%
Source: SAARF AMPS 2015B

4. Shopper Profile
Cambridge Food targets LSM 2 – 6 with a range of food and a focus on fresh service departments including on-site bakery, butchery and fresh fruit and vegetable offering with stores at transport hubs in city centres
54% of Cambridge shoppers are reported to be female
The age demographic shows a 61% weighting towards shoppers under 35 years of age
The highest concentration of shoppers comes from LSMs 5 and 6 (each at 32%) with under 10% of shoppers from LSM 8 – 10
The majority of shoppers (62%) earn a monthly household income of under R8,000. This fits with Cambridge Food’s focus on the lower to middle income groups
The largest shopper presence is in KZN (48%) and Gauteng (38%). This is in line with the store footprint i.e. 11 KZN stores and 12 in Gauteng
70% of Cambridge Food shoppers from LSM 4 – 6 have used the internet over the last 12 months
Shopper frequency is weighted towards 67% doing a monthly bulk shop and fill ups, with 11% shopping weekly or more frequently

5. Shopper Profile
Highest concentration of shoppers from LSM 4 – 7, contributing to 86% of Cambridge shoppers
Highest concentration of monthly household income falls within R3,000 – R3,999 contributing to 10.1% of shoppers, followed by R7,000 – R7,999 at 9.61% and R3,000 – R3,999 at 7.2%
Source: SAARF AMPS 2015B
Note: Data for Cambridge Food Only

6. Shopper Profile Cambridge Shopper Frequency Top Basket Items
LSM 5 & 6, being the highest concentration of Cambridge shoppers, contribute more than 61.5% of the total shoppers who do one bulk shop per month and fill-ups
With the exception of bread, which shoppers indicated was bought in the past seven days, 9 of the top 10 basket items were purchased in the past four weeks
Bread (loaves)
Bought in past 7 days
82%
Mealie Meal (packets/bags)
Bought in past 4 weeks
73%
Toilet soap (bars/liquid containers)
Toothpaste
71%
Washing powder – regular / concentrated
68%
Rice (packets)
67%
Fresh / frozen chicken
Canned fish
64%
Toilet paper (rolls/packets)
63%
Hand dishwashing liquid (bottles/sachets/refills)
60%
Source: SAARF AMPS 2015B
Note: Data for Cambridge Food Only

7. Shopper Profile
Rhino Cash & Carry has a target market of LSM 2 – 6 and is a hybrid wholesale and retail store situated in rural areas, mainly in KwaZulu-Natal and the Eastern Cape

8. Maryla Masojada. |. Head Analyst Tarryn Butler. |
Maryla Masojada | Head Analyst Tarryn Butler | Senior Retail Analyst Annomi Kriel | Retail Analyst Adrienne Osberg | Retail Analyst Carey Leighton | Associate Analyst Nina Madsen | Associate Analyst