Demographics and Psychographics Tell the StoryWe identified four primary types of Whole Foods customers in Austin, defined as Esri LifeMode classifications, or markets that share a common experience. Read more about each of these groups here.
- Affluent Estates describe established wealth-educated, well-traveled married couples. They make up about 24% of Whole Foods customers but only 15% of the trade area population. This finding tells us that Affluent Estates customers are over-indexed in Austin. In other words, this top customer base is under-served.
- Ethnic Enclaves are up and coming families and American dreamers with an average yearly income range of 32k to 72k. This group comprises 11% of customers, 6% of the trade area population.
- Uptown Individuals, the young city-living singles, are the highest educated market, comprising 11% of customers and 14% of the trade area population.
- Middle Ground, a group of millennials who mostly attended college, comprises 10% of customers and 19% of the trade area population. In contrast to our Affluent Estates finding, this is an example of under-indexing.
- Boomburbs make up 11% of Whole Foods customers and 6% of the trade area population. They represent a new growth market, resembling the original group of young professionals with families who prefer newer suburban housing.
- Up and Coming Families comprise 8.5% of customers, 3% of the trade area population. This is a transitional market with residents who are younger, more mobile than the previous generation, as well as ambitious and motivated.
- Metro Renters comprise 8% of customers, 11% of the trade area population. This is a highly mobile and educated group including people who either live alone or with a roommate in an older building or condo, often located in a city’s urban center.
- Young and Restless comprise 4% of customers, 11% of the trade area population. They are young, well-educated, and generally work in specific professionals, like sales or office-related jobs.