Captain Morgan Consumer Insights

Who buys Captain Morgan?

A Captain Morgan consumer is generally slightly higher income, Caucasian, and young adult age. Captain Morgan consumers are more likely to purchase Captain Morgan during larger pantry stocking trips. Brands such as Bud Light, Coca-Cola Zero, and Diet Coke also tend to be purchased in the same trip. See sample consumer insights data below.

Captain Morgan Consumer Receipt Data

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

Brand $ per Basket
$19.99
% of Basket $ (median)
40.3%
Total Basket $ (median)
$49.55

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!

Captain Morgan Consumer Demographics

demographic
index
Female
99
Male
114
<24
81
25-34
107
35-44
106
45-54
93
55-64
88
65+
53
African American
34
Asian
57
Caucasian
115
Hispanic
51
demographic
index
Has Kids
93
No Kids
117
- $20k
62
$20k-40k
89
$40k-60k
105
$60k-80k
97
$80k-100k
134
$100k-125k
107
$125k +
93
No College
113
College
102
Adv. Degree
74

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Captain Morgan Basket Affinity & Size

brand
basket affinity
Bud Light 11.2x
Coca-Cola Zero 9.6x
Diet Coke 7.3x
Dannon Oikos 6.7x
basket size
index
Urgent Need (1-2 Items)
99
Express Lane (3-10 Items)
89
Fill Up (11-20 Items)
100
Pantry Stocking (21+ Items)
141

Where is Captain Morgan Purchased?

channels
index
Club
158
Dollar
1
Drug
141
Food
132
Gas & Convenience
190
Mass
59
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Red Bull 1.7x
Bud Light 1.6x
Marlboro Gold Pack 1.5x
International Delight 1.4x

How Did They Pay?

method
index
Cash
112
Credit
114
Debit
94
Food Stamps
16

When is Captain Morgan Purchased?

day of week
Sun
10.2%
Mon
9.1%
Tue
10.3%
Wed
11.7%
Thu
12.7%
Fri
23.8%
Sat
22.3%
time of day
Morning
9.5%
Noon
14.7%
Afternoon
37.1%
Evening
32.8%
Late
5.8%

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Better understand Captain Morgan consumers with the latest demographic and purchase data.

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Find Answers to Questions

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Which brands do Captain Morgan consumers switch to?

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Why do consumers stop buying Captain Morgan products?

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Which retailers do Captain Morgan shoppers prefer to shop at?

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What motivates consumers to try Captain Morgan products?

Research the Captain Morgan Target Market

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

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What motivates the target market to buy Captain Morgan?

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What other target market should Captain Morgan look at?

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Which other brands have a similar target market?

About Our Captain Morgan 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.