Forget Workington Man, the fictional voter the Tories are now targeting is Waitrose Woman as they gear up for a snap election

Published: 00:03 BST, 11 October 2026 | Updated: 00:47 BST, 11 October 2026

Almost every Prime Minister identifies a fictional voter they need to target on the road to No 10. 

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.

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.

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'.

According to insiders, she is 'aspirational. Not necessarily a millionaire but above all wants a lower tax burden. Our target voter wants to work hard, get on and pay less tax so they can have more money in their pocket.'

'They may have voted Labour or Lib Dem at the last election but were heartily sick of the Conservatives. 

'Maybe because of the way we behaved, we didn't deliver, or we were in too long. 

'There's a bunch of different things, but these people are still Tories when it comes to the 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

'There is a slightly conventional Westminster way of looking at people as only Left wing or only Right wing – we are not doing that.'

This strategy helps explain some of the policies unveiled at this week's party conference in 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.

The Tory leader used her conference speech to compare her fortunes to the revival of M&S. But it is Waitrose which is more instructive as to who they are going after.

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.

But the Tory internal polling operation is leaving nothing to chance. 

One insider said: 'We have done a ton of opinion research over the last 18 months.

'A lot of time has been spent listening to people and research identifying these things. You do have to appear reasonable or they won't come back.'

Those close to Mrs Badenoch are acutely aware that the Tory brand is still tarnished after a tumultuous time in office. As well as devising their target voters, they are trying to restore credibility.

One CCHQ source said: 'There are three things you can do for credibility. Number one: have very clear and detailed plans that stack up. 

'Number two: be prepared to show you will insist on it being delivered. And finally, show willingness to take flak in public.

'This is what polling shows people like about Kemi. She knows what she believes and wants to take the country with her.'

With a general election looming, only time will tell whether 'Waitrose woman' can save the Tories.

• READ MORE: Kemi Badenoch says the Conservatives are ready for a Christmas general election as speculation mounts the PM will call a snap poll 
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