Combatting Illicit Trade
Interactive Dashboard: Consumer Segmentation
COMBATTING ILLICIT TRADE: CONSUMER SEGMENTATION
We analysed consumer attitudes and behaviours to identify four distinct consumer groups that participate in illicit trade. To discover how this distribution varies across Europe, and for different products, use our population generator below. For descriptions of each group, see our key further down the page.
KEY: POPULATION GENERATOR
The population generator splits consumer purchases of five products into distinct quadrants, which are determined by two factors. Firstly, by the degree to which the consumer considered their purchase to be illicit (possibly illicit or illicit) and secondly, by the consumer’s motivation for the purchase (social or product). The percentages show the European split of consumer purchases for all five products.
N.B: Potentially illicit purchases are defined as consumer purchases across different products that (1) occur frequently (at least monthly), (2) there is a degree of doubt regarding their legitimacy (recorded as 2-5 on a scale of 5).