It profiles a more upper middle class middle-aged woman living in the Home Counties and working in a white-collar industry, who usually voted Conservative, but is more socially liberal and dislikes culture war politics, and more likely voted Remain in the 2016 European Union referendum.
[1] The "Waitrose woman" is a female voter in her 40s or 50s living in the Home Counties, typically university-educated, employed in a white-collar job in the City of London and has children attending secondary school.
The term "Waitrose woman" seems to have been first coined around June 2022, after the Partygate scandal, when Conservatives lost severely in the local elections to Labour.
[5][6][7] In the Politico's London Playbook, the "Waitrose woman" was mentioned as being targeted by Prime Minister Boris Johnson as a "mythical middle-class female voter who may not have been a fan of Brexit or gone in for Johnson's populist red wall appeal, definitely doesn't look kindly upon Partygate, and might usually vote Tory but is now considering the Lib Dems.
[9] In addition, he noted just a month before the 2024 election, that the Conservative proposal for a national service might not be popular with the "Waitrose woman", who would not want her teenagers subjected to that.