Data shows north-south divide in spending habits

Data shows north-south divide in spending habits

Consumer data has revealed a ‘red wall’ in Britain’s spending habits with Yorkshire folk more likely to shop at Bradford-based Morrisons – while those in the south head to Sainsbury’s and Waitrose.

Tesco is the store where people spend the most money overall, with Deliveroo the most popular food delivery service, according to the data from online bank Revolut.

Nationally, adults are spending 14 per cent more at supermarkets year-on-year and the number of transactions is up 16 per cent, suggesting many are shopping little and often.R

A regional breakdown of the most popular supermarkets revealed that Waitrose was the number one choice in London, while Sainsbury’s was the favoured store in both the south-east and the south-west.

In Yorkshire and the Humber, Morrisons topped the list, while our friends across the Pennines preferred its Leeds-based rival, with the north-west opting for Asda.

Further north, it was Iceland that attracted people in the north-east, while Scots were keen on M&S.

As for peckish respondents looking to get their takeaway delivered, Deliveroo was the most popular choice nationwide, winning in the East Midlands, East of England, London, the North West, the South East and the South West.

A spokesperson for Revolut, which has five million UK customers, said: “The UK has always been a melting pot of tastes, and it is fascinating to see which establishments are drawing the most interest from customers, as well as their hard-earned cash.

“The current economic climate has everyone thinking about their spending. We all have our preferences.”

The battle for domination in the fast-food space is similar to the supermarket race, with one brand being the nation’s favourite – McDonald’s.

However, the relative data shows shoppers in the North East and North West of England are most likely to spend at Greggs and Burger King, while fast food lovers in the South are more likely to opt for Pret A Manger and KFC.

Those who love dining out have opposing views when it comes to a sit-down meal on the high street.

In London and the East Midlands, pizza wins, with Pizza Express and Pizza Hut dominating in those regions respectively.

The East of England also favours some Italian flavour, selecting Prezzo as their restaurant of choice, while the Welsh are most likely to treat themselves to some Frankie and Benny’s.

As for restaurants where adults are spending the most money, Wetherspoons is the preferred venue to run up a tab, though Nando’s receives an honourable mention for taking the top slot in London, the North West and Northern Ireland.

Nationally, Brits are dishing out 16 per cent more money at restaurants, year-on-year.

However, it appears lockdown take-out habits have continued, as the number of transactions on meal delivery services is up by 29 per cent this year.

A spokesperson for Revolut added: “We’re glad to see many people in the UK are treating themselves by dining out and ordering meals in, but with our customers using our budgeting and analytics tools year-round, we’re also delighted to see Brits striking a balance.

“UK customers using our Savings Vaults increased their savings by over 40 per cent this year.

“Additionally, we’ve noticed Brits have been especially charitable in 2022. £2.1 million has been donated in 2022 by UK Revolut customers to the British Red Cross to help those impacted by Russia’s invasion of Ukraine.”


Supermarkets spent the most at in each region when compared to others

  • East Midlands – Lidl
  • East of England – Tesco
  • London – Waitrose
  • North East – Iceland
  • North West – Asda
  • Northern Ireland – Tesco
  • Scotland – M&S
  • South East – Sainsbury’s
  • South West – Sainsbury’s
  • Wales – Co-op
  • West Midlands – Aldi
  • Yorkshire and the Humber – Morrisons


  • East Midlands – Deliveroo
  • East of England – Deliveroo
  • London – Deliveroo
  • North East – Just Eat
  • North West – Deliveroo
  • Northern Ireland – Just Eat
  • Scotland – Just Eat
  • South East – Deliveroo
  • South West – Deliveroo
  • Wales – Uber Eats
  • West Midlands – Uber Eats
  • Yorkshire and the Humber – Just

Data shows north-south divide in spending habits MOST POPULAR FAST FOOD BY REGION

Fast food chains spent the most at in each region when compared to others

  • East Midlands – McDonald’s
  • East of England – McDonald’s
  • London – Pret A Manger
  • North East – Greggs
  • North West – Burger King
  • Northern Ireland – McDonald’s
  • Scotland – Subway
  • South East – Pret A Manger
  • South West – KFC
  • Wales – Domino’s Pizza
  • West Midlands – Subway
  • Yorkshire and the Humber – KFC


Chain restaurants spent the most at in each region when compared to others

  • East Midlands – Pizza Hut
  • East of England – Prezzo
  • London – Pizza Express
  • North East – Wetherspoons
  • North West – YO! Sushi
  • Northern Ireland – Nando’s
  • Scotland – TGI Friday’s
  • South East – Wagamama
  • South West – Turtle Bay
  • Wales – Frankie & Benny’s
  • West Midlands – Las Iguanas
  • Yorkshire and the Humber – Slug and Lettuce