Barbie Consumer Insights

Who buys Barbie? Barbie consumers are generally very high income, Hispanic, and lower middle age. Barbie consumers are more likely to purchase Barbie during larger pantry stocking trips. Brands such as Crayola, Prego, and Sunny Meadow also tend to be purchased in the same trip. Sample consumer insights data below.

Barbie 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
$7.94
% of Basket $ (median)
12.5%
Total Basket $ (median)
$63.58

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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

Barbie Consumer Demographics

demographic
index
Female
103
Male
72
<24
54
25-34
100
35-44
124
45-54
77
55-64
70
65+
57
African American
95
Asian
66
Caucasian
104
Hispanic
106
demographic
index
Has Kids
122
No Kids
51
- $20k
71
$20k-40k
88
$40k-60k
94
$60k-80k
100
$80k-100k
102
$100k-125k
121
$125k +
123
No College
92
College
100
Adv. Degree
107

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Barbie Basket Affinity & Size

brand
basket affinity
Crayola 8.5x
Prego 4.8x
Sunny Meadow 4.4x
Maruchan Ramen 4.2x
basket size
index
Urgent Need (1-2 Items)
27
Express Lane (3-10 Items)
73
Fill Up (11-20 Items)
149
Pantry Stocking (21+ Items)
305

Where is Barbie Purchased?

channels
index
Club
4
Dollar
68
Drug
18
Food
10
Gas & Convenience
2
Mass
205
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Dannon Danimals 1.6x
Yoplait Go-Gurt 1.5x
Crayola 1.4x
Hawaiian Punch 1.4x

How Did They Pay?

method
index
Cash
91
Credit
98
Debit
114
Food Stamps
39

When is Barbie Purchased?

day of week
Sun
13.9%
Mon
10.7%
Tue
11.1%
Wed
11.0%
Thu
12.7%
Fri
19.8%
Sat
20.9%
time of day
Morning
14.3%
Noon
17.9%
Afternoon
35.4%
Evening
25.6%
Late
6.9%

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 Barbie consumers purchase?

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Why do Barbie consumers try new brands?

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Where do Barbie 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 Barbie Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Barbie?

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What other target market should Barbie 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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