The consumer is of prime importance when it comes to who matters in the changing market. The consumer is king, or rather queen given that the majority of food shopping is still done by women. Multiple retail accounts for 43% of consumer spend on food and drink, but it is important to acknowledge that the food market is not represented by only the multiple retailers. 28% of consumer spend on food and drink is accounted for by restaurants and catering, 12% by convenience stores, 11% by others including the discounters and markets, and the remaining 6% by co–ops.