Maidstone mum

A Maidstone mum is a marketing term to describe dwellers in 'Middle England' who are deserting Tesco and Morrisons to shop at discount supermarkets Lidl and Aldi.

A vox pop in Maidstone Kent, found a former president of Farleigh's Women's Institute (WI) who confirmed he was correct:

To start with I was a little uncomfortable – I always thought it was cheap and cheerful, and up until then I had always shopped in Waitrose and Sainsbury’s, but I found I would keep bumping into people I knew, I started thinking… everyone I know shops here..[1]

Maidstone mums joins the White Van Man, Pebbledash People, Worcester Woman and Mondeo man as one of the advertisers' target groups.[2]

References
  1. "Maidstone Mums: The new Holy Grail". City A.M. 2013-12-02. Retrieved 2018-11-20.
  2. Zoe Wood (2014-03-23). "Maidstone Mum backs discounters as supermarket big four are outflanked | Business". The Guardian. Retrieved 2018-11-20.


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