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The Conservative Party aims to target "Waitrose Woman" as their fictional voter in preparation for a potential snap election, according to The Mail on Sunday. This aspirational voter is described as wanting lower taxes and more economic freedom but may have voted Labour or Lib Dem due to past dissatisfaction with the Conservatives. Policies unveiled at the party conference include abolishing Inheritance Tax on family homes and scrapping the so-called "grocery tax," aimed at appealing to this demographic.
Written locally by qwen2.5:14b on 2026-10-10,
using this article's own text rather than the other coverage of the
same event (that is the story summary below).
Story summary
The Conservative Party is aiming its campaign messaging at a fictional voter type called Waitrose Woman ahead of potential upcoming elections. According to The Mail on Sunday, this strategy is designed by Secretary of State Kemi Badenoch to win back voters who may have supported Labour or the Liberal Democrats in previous elections but are now disillusioned with the Conservatives due to perceived tax hikes and other issues. Waitrose Woman is described as an aspirational voter interested in lowering her tax burden while still valuing economic Tory policies, despite not necessarily being wealthy herself. The strategy includes proposals such as abolishing Inheritance Tax on family homes, enhancing childcare support for high-earning parents, and eliminating the so-called 'grocery tax,' all funded by cutting welfare benefits.
Written for “Tory Election Strategy Targeting Affl…” on 2026-10-11,
grounded in this article and the 0 other(s) covering the same event.
Why this leaning score
The article's own words the score was based on. Each is quoted
verbatim and was checked against the article text before being
stored, so you can find it in the original.
Leaning: leans strongly right for article 71268 (high confidence, 2 verified quotes) · logged 2026-10-10
Almost every Prime Minister identifies a fictional voter they need to target on the road to No 10.
asserted
they → identify → No
Tony Blair had middle-class Mondeo Man in 1997 and Boris Johnson needed older, working-class Workington Man to topple Labour's Red Wall in 2019.
asserted
Johnson → have → 2019
Now The Mail on Sunday has been told Kemi Badenoch has Waitrose Woman in her sights as the Tories gear up for a snap election.
asserted
Tories → tell → election
The caricature underpins a new strategy to win back voters who one shadow cabinet minister said are 'sick to the back teeth of being hammered by tax rises'.
asserted
minister → underpin → rises
According to insiders, she is 'aspirational.
uncertain
she → accord → insiders
Our target voter wants to work hard, get on and pay less tax so they can have more money in their pocket.
asserted
they → want → pocket
'They may have voted Labour or Lib Dem at the last election but were heartily sick of the Conservatives.
uncertain
They → vote → Conservatives
'Maybe because of the way we behaved, we didn't deliver, or we were in too long.
'
asserted
we → behave → way
There's a bunch of different things, but these people are still Tories when it comes to the economy.
asserted
it → be → economy
The Mail on Sunday has been told Kemi Badenoch has Waitrose Woman in her sights as the Tories gear up for a snap election
'
asserted
Tories → tell → election
There is a slightly conventional Westminster way of looking at people as only Left wing or only Right wing – we are not doing that.'
asserted
we → be → that
This strategy helps explain some of the policies unveiled at this week's party conference in Birmingham.
asserted
strategy → help → Birmingham
Mrs Badenoch's offer to the country includes abolishing Inheritance Tax on the family home, childcare support for parents on £100,000 and scrapping the 'grocery tax' - paid for by slashing the welfare budget.
asserted
offer → include → budget
The Tory leader used her conference speech to compare her fortunes to the revival of M&S.
asserted
leader → use → M&S.
But it is Waitrose which is more instructive as to who they are going after.
asserted
they → go → who
Recent polling by YouGov of those who do their weekly shop at Waitrose put Labour on 28pts, the Tories on 24pts and Lib Dems on 21pts.
asserted
who → do → 21pts
But the Tory internal polling operation is leaving nothing to chance.
asserted
operation → leave → chance
One insider said: 'We have done a ton of opinion research over the last 18 months.
'
asserted
We → say → months
A lot of time has been spent listening to people and research identifying these things.
asserted
lot → spend → things
You do have to appear reasonable or they won't come back.'
asserted
they → have → ?
Those close to Mrs Badenoch are acutely aware that the Tory brand is still tarnished after a tumultuous time in office.
asserted
brand → tarnish → office
As well as devising their target voters, they are trying to restore credibility.
asserted
they → devise → credibility
One CCHQ source said: 'There are three things you can do for credibility.
asserted
you → say → credibility
Number one: have very clear and detailed plans that stack up.
asserted
that → have → plans
'Number two: be prepared to show you will insist on it being delivered.
asserted
it → show → ?
'This is what polling shows people like about Kemi.
asserted
people → show → Kemi
She knows what she believes and wants to take the country with her.
asserted
she → know → her
'
With a general election looming, only time will tell whether 'Waitrose woman' can save the Tories.
asserted
woman → loom → Tories
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