Axe Consumer Insights

Who buys Axe?

A Axe consumer is generally very low income, Hispanic, and young adult age. Axe consumers are more likely to purchase Axe during larger pantry stocking trips. Brands such as TRESemme, Dove, and Suave also tend to be purchased in the same trip. See sample consumer insights data below.

Axe Consumer Receipt Data

The sample data below is captured directly from our users' consumer shopping receipts.

Brand $ per Basket
$4.84
% of Basket $ (median)
9.9%
Total Basket $ (median)
$48.87

See More Data

Get in touch with our team to learn more about our insights. Includes:

  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • And more!

Axe Consumer Demographics

demographic
index
Female
100
Male
96
<24
107
25-34
113
35-44
104
45-54
96
55-64
66
65+
44
African American
94
Asian
100
Caucasian
96
Hispanic
134
demographic
index
Has Kids
105
No Kids
89
- $20k
123
$20k-40k
115
$40k-60k
107
$60k-80k
100
$80k-100k
89
$100k-125k
85
$125k +
80
No College
119
College
100
Adv. Degree
76

Understand Axe Consumer Behavior

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Axe Basket Affinity & Size

brand
basket affinity
TRESemme 11.0x
Dove 8.4x
Suave 8.2x
Secret 6.3x
basket size
index
Urgent Need (1-2 Items)
15
Express Lane (3-10 Items)
70
Fill Up (11-20 Items)
162
Pantry Stocking (21+ Items)
329

Where is Axe Purchased?

channels
index
Beauty
20
Club
17
Dollar
92
Drug
221
Food
48
Gas & Convenience
2
Mass
144
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Pop-Tarts 1.4x
Red Bull 1.3x
Monster Energy 1.3x
Hawaiian Punch 1.3x

How Did They Pay?

method
index
Cash
122
Credit
82
Debit
105
Food Stamps
51

When is Axe Purchased?

day of week
Sun
18.0%
Mon
12.0%
Tue
12.0%
Wed
12.2%
Thu
11.9%
Fri
15.6%
Sat
18.3%
time of day
Morning
14.5%
Noon
16.0%
Afternoon
32.7%
Evening
28.2%
Late
8.6%

Get More Axe Data

Better understand Axe consumers with the latest demographic and purchase data.

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Find Answers to Questions

One arrow going a different direction

Which brands do Axe consumers switch to?

Stop sign

Why do consumers stop buying Axe products?

Store front

Which retailers do Axe shoppers prefer to shop at?

Sale sign

What motivates consumers to try Axe products?

Research the Axe Target Market

Arrow and target

Who actually buys Axe? Do these consumers match the intended target market of Axe?

Thought bubble

What motivates the target market to buy Axe?

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What other target market should Axe look at?

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Which other brands have a similar target market?

About Our Axe Demographic Data

InfoScout has over 300,000 shoppers uploading their shopping receipts (paper and electronic) through our portfolio of mobile apps. Receipts and behaviorally triggered surveys allow us to provide brands with real-time omnichannel shopper and consumer insights. Demographic data is collected through demographic surveys taken in the apps.