With a constant need for convenience, everyday families are interested in cooking tips and tricks to save on time and money. They are typically value shoppers who spend a large proportion on feeding a large family. They are looking for value in their shopping basket and will chase offers and specials across the large supermarket chains. They are high users of loyalty programs and thrifty when grocery shopping, valuing savings over quality. Cooking for the family is essential, so they often opt for crowd-pleasing meals.