- While Conservatives have a 10-point lead over Labour in our survey, those who shop online for food are more likely to support Labour
- Conservative and Labour are neck and neck among Tesco online shoppers
- Sainsbury’s online shoppers are more likely to vote for the Conservative party, while Morrison’s online shoppers are more likely to vote Labour
- Asda online shoppers are least likely to vote Conservative, with just over a quarter of voters planning to vote for the party, 8.5ppts less than the online food & grocery shopper
The national average among the eligible voting population indicates that the Conservative party will come out on top in the June election with 41.2% of the vote, despite being behind Labour in all online grocers except Sainsbury’s and Waitrose.
Online food & grocery shoppers are skewed towards voting Labour as these shoppers are far more likely to be based in urban areas: where Labour has historically performed best.