Axe Harmony Consumer Insights

Who buys Axe Harmony? Axe Harmony consumers are generally very low income, Hispanic, and young adult age. Axe Harmony consumers are more likely to purchase Axe Harmony during larger pantry stocking trips. Brands such as Olay, TRESemme, and Dove also tend to be purchased in the same trip. Sample consumer insights data below.

Axe Harmony Basket Penetration

The sample data below comes from real shopping receipts. InfoScout has America's largest purchase panel, and captures 1 in every 500 shopping trips. Learn more about our data

Data shown is from 2014-2015. Contact us for real-time data.

Brand $ per Basket
$3.97
% of Basket $ (median)
8.6%
Total Basket $ (median)
$46.19

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  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • Recent demographic data

Axe Harmony Consumer Demographics

demographic
index
Female
100
Male
100
<24
109
25-34
112
35-44
108
45-54
88
55-64
62
65+
67
African American
118
Asian
102
Caucasian
91
Hispanic
162
demographic
index
Has Kids
105
No Kids
88
- $20k
132
$20k-40k
128
$40k-60k
111
$60k-80k
91
$80k-100k
77
$100k-125k
85
$125k +
77
No College
123
College
101
Adv. Degree
69

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Axe Harmony Basket Affinity & Size

brand
basket affinity
Olay 8.4x
TRESemme 8.3x
Dove 8.1x
Neutrogena 7.0x
basket size
index
Urgent Need (1-2 Items)
10
Express Lane (3-10 Items)
76
Fill Up (11-20 Items)
157
Pantry Stocking (21+ Items)
328

Where is Axe Harmony Purchased?

channels
index
Dollar
2
Drug
261
Food
37
Mass
153
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Pop-Tarts 1.6x
Cinnamon Toast Crunch 1.5x
TRESemme 1.5x
Powerade 1.5x

How Did They Pay?

method
index
Cash
135
Credit
70
Debit
106
Food Stamps
67

When is Axe Harmony Purchased?

day of week
Sun
17.6%
Mon
11.0%
Tue
12.0%
Wed
12.6%
Thu
11.2%
Fri
15.7%
Sat
20.0%
time of day
Morning
12.9%
Noon
16.0%
Afternoon
30.8%
Evening
30.7%
Late
9.6%

Data shown is from 2014-2015. Contact us for real-time data.

Get Better Data

Contact our sales team for real-time data and deeper insights.

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Real-time purchase and demographic data

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What other brands do Axe Harmony consumers purchase?

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Why do Axe Harmony consumers try new brands?

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Where do Axe Harmony consumers prefer to shop?

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Data Highlights

Real Time Shopper and Consumer Data

Daily, Not Quarterly
Rapid consumer and shopper insights.

More Shopping Trips Captured

1 in every 500 Shopping Trips
InfoScout captures 15 times more shopping trips daily than legacy panels.

Balanced Panel

The Real America
Our panel includes traditionally hard-to-reach segments like young mothers, high-income households and male millennials.

Examples of different retailer types

Omnichannel Visibility
Every retailer, from Big Box to Bodegas to Online.

Research the Axe Harmony Target Market

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

Thought bubble

What motivates the target market to purchase Axe Harmony?

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What other target market should Axe Harmony look at?

venn diagram

Which other brands have a similar target market?

Where Does Our Data Come From?

InfoScout has America's largest purchase panel. We capture 1 in every 500 shopping trips because over 300,000 users upload their shopping receipts (paper and electronic) through our mobile apps. Additional data is collected through behaviorally triggered surveys taken in our apps.

Learn more about our data

What Does InfoScout Do?

InfoScout provides next generation consumer insights that explain why people buy in an omnichannel world. Our solutions include shopper profile reports, consumer surveys, buy & why studies, and insights subscriptions.

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