The aim of this paper is to show how supermarket loyalty card data from a panel of over 1.7 million
shoppers can be analysed to provide behavioural segmentation insights to profile the fairtrade shopper
in order to enhance making targeted marketing decisions. The paper demonstrates the huge marketing
potential that loyalty card based shopper segmentation can bring to objectively describe who buys
fairtrade products, compared to profiling shoppers with claimed/reported behaviour dataset. A pairedsamples t-test is used to test the degree of appeal of fairtrade tea, coffee, chocolate, drinking
chocolates, banana and sugar categories in Tesco to life-stage and lifestyle shopper segments in terms
of their retail sales values over 104 weeks. The results show that analysing loyalty cards based on
actual behaviour provides a more detailed picture of how specific fairtrade food product categories
appeal to the various life-stage and lifestyle shopper segments
