Gender: Men and Women

Age: 24 - 34

Income: Low-and middle-income earners

Status: Single or stays with friends.

Gender: Men and Women

Age: 35 - 45

Income: Low-and middle-income earners.

Status: Married or stays with family.

1. Conscious of not being wasteful and/or impractical with their money.
2. Cares about eating healthy and has a specific interest in good food.
3. Owns a smartphone, has an active social life and is a regular social media user.
4. Lives in near town or city areas in Kampala, Mukono or Wakiso districts of Uganda.
5. Looks for conscious and smart alternatives to save on regular expenses or forego luxuries.