Barilla Consumer Insights

Who buys Barilla?

A Barilla consumer is generally very high income, Asian, and upper middle age. Barilla consumers are more likely to purchase Barilla during larger pantry stocking trips. Brands such as Prego, Bertolli, and Ragu also tend to be purchased in the same trip. See sample consumer insights data below.

Barilla Basket Penetration

We analyzed our users' shopping receipts to generate this sample basket penetration data.

Brand $ per Basket
$2.18
% of Basket $ (median)
3.5%
Total Basket $ (median)
$62.61

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!

Barilla Consumer Demographics

demographic
index
Female
100
Male
101
<24
98
25-34
98
35-44
103
45-54
104
55-64
89
65+
85
African American
88
Asian
113
Caucasian
99
Hispanic
100
demographic
index
Has Kids
103
No Kids
93
- $20k
88
$20k-40k
91
$40k-60k
95
$60k-80k
101
$80k-100k
102
$100k-125k
105
$125k +
120
No College
86
College
101
Adv. Degree
111

Understand Barilla Consumer Behavior

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Barilla Basket Affinity & Size

brand
basket affinity
Prego 7.2x
Bertolli 6.7x
Ragu 6.2x
Hunts 4.3x
basket size
index
Urgent Need (1-2 Items)
4
Express Lane (3-10 Items)
36
Fill Up (11-20 Items)
144
Pantry Stocking (21+ Items)
494

Where is Barilla Purchased?

channels
index
Beauty
14
Club
18
Dollar
22
Drug
24
Food
189
Gas & Convenience
11
Mass
71
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Yoplait Light 1.1x
Duncan Hines 1.1x
Sweet Baby Ray's 1.1x
Planters 1.1x

How Did They Pay?

method
index
Cash
103
Credit
105
Debit
90
Food Stamps
122

When is Barilla Purchased?

day of week
Sun
18.4%
Mon
13.9%
Tue
12.8%
Wed
12.1%
Thu
11.7%
Fri
14.1%
Sat
16.9%
time of day
Morning
15.0%
Noon
17.3%
Afternoon
35.7%
Evening
25.9%
Late
6.0%

Get More Barilla Data

Contact us for the latest Barilla consumer demographic and purchase data.

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Find Answers to Questions

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Which brands do Barilla consumers switch to?

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Why do consumers stop buying Barilla products?

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Which retailers do Barilla shoppers prefer to shop at?

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What motivates consumers to try Barilla products?

Research the Barilla Target Market

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

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What motivates the target market to purchase Barilla?

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What other target market should Barilla look at?

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Which other brands have a similar target market?

About Our Barilla 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.