Baby Ruth Consumer Insights

Who buys Baby Ruth? A Baby Ruth consumer is generally slightly higher income, African American, and senior age. Baby Ruth consumers are more likely to purchase Baby Ruth during larger pantry stocking trips. Brands such as Snickers, Twix, and Kit Kat also tend to be purchased in the same trip. Sample consumer insights data below.

Baby Ruth 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
$1.00
% of Basket $ (median)
6.3%
Total Basket $ (median)
$15.86

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Contact our sales team for real-time data and deeper insights, including:

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

Baby Ruth Consumer Demographics

demographic
index
Female
93
Male
164
<24
62
25-34
87
35-44
89
45-54
116
55-64
150
65+
165
African American
327
Asian
79
Caucasian
95
Hispanic
73
demographic
index
Has Kids
88
No Kids
127
- $20k
131
$20k-40k
95
$40k-60k
93
$60k-80k
95
$80k-100k
143
$100k-125k
78
$125k +
80
No College
100
College
103
Adv. Degree
83

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Baby Ruth Basket Affinity & Size

brand
basket affinity
Snickers 25.9x
Twix 20.4x
Kit Kat 13.4x
Reese's Peanut Butter Cups 11.0x
basket size
index
Urgent Need (1-2 Items)
16
Express Lane (3-10 Items)
97
Fill Up (11-20 Items)
162
Pantry Stocking (21+ Items)
239

Where is Baby Ruth Purchased?

channels
index
Club
203
Dollar
933
Drug
156
Food
94
Gas & Convenience
233
Mass
35
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Sunbeam 1.5x
Hawaiian Punch 1.5x
Armour 1.5x
Hostess 1.5x

How Did They Pay?

method
index
Cash
165
Credit
84
Debit
86
Food Stamps
85

When is Baby Ruth Purchased?

day of week
Sun
12.9%
Mon
18.5%
Tue
13.0%
Wed
12.9%
Thu
12.9%
Fri
14.8%
Sat
15.0%
time of day
Morning
21.3%
Noon
16.1%
Afternoon
32.8%
Evening
24.8%
Late
5.1%

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 Baby Ruth consumers purchase?

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Why do Baby Ruth consumers try new brands?

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Where do Baby Ruth consumers prefer to shop?

Clients

Example InfoScout clients

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 Baby Ruth Target Market

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

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What motivates the target market to purchase Baby Ruth?

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What other target market should Baby Ruth 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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