PurposeHungarian economy went through substantial changes in the past few decades and hypermarkets gained high popularity among customers, therefore profiling Hungarian hypermarket shoppers is essential to understand their behavior.Design/methodology/approachThe paper investigates the profile of Hungarian hypermarket shoppers based on a wide questionnaire survey. In the presented research, Computer-Aided Personal Interviewing questionnaires were analyzed using multidimensional scaling and k-means clustering.FindingsResults showed that Hungarian hypermarket shoppers regularly plan their shopping but they buy 8–9 items instead of the planned 4–5 items. However, only 25% of respondents reported the use of shopping list and in spite of the wide digital possibilities, they do not use their mobile devices neither for creating shopping list nor for checking coupons online.Originality/valueThis study explores the profile of Hungarian hypermarket shoppers, which may give additional information for the players of the retail environment about the customers' behavior and preferences.