Charmin Consumer Insights

Who buys Charmin? A Charmin consumer is generally very high income, Asian, and senior age. Charmin consumers are more likely to purchase Charmin during larger pantry stocking trips. Brands such as Bounty, Puffs, and Cascade also tend to be purchased in the same trip. Sample consumer insights data below.

Charmin 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
$9.97
% of Basket $ (median)
12.7%
Total Basket $ (median)
$78.66

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

Charmin Consumer Demographics

demographic
index
Female
100
Male
104
<24
92
25-34
96
35-44
97
45-54
102
55-64
115
65+
144
African American
83
Asian
112
Caucasian
101
Hispanic
97
demographic
index
Has Kids
93
No Kids
115
- $20k
88
$20k-40k
89
$40k-60k
100
$60k-80k
97
$80k-100k
106
$100k-125k
103
$125k +
118
No College
90
College
100
Adv. Degree
113

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Charmin Basket Affinity & Size

brand
basket affinity
Bounty 12.8x
Puffs 7.7x
Cascade 5.9x
Tide 5.2x
basket size
index
Urgent Need (1-2 Items)
13
Express Lane (3-10 Items)
53
Fill Up (11-20 Items)
150
Pantry Stocking (21+ Items)
406

Where is Charmin Purchased?

channels
index
Beauty
3
Club
167
Dollar
113
Drug
113
Food
86
Gas & Convenience
5
Mass
96
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Birds Eye 1.2x
Cottonelle 1.2x
Lean Cuisine 1.2x
Ro-Tel 1.2x

How Did They Pay?

method
index
Cash
80
Credit
108
Debit
107
Food Stamps
37

When is Charmin Purchased?

day of week
Sun
17.4%
Mon
12.9%
Tue
12.0%
Wed
11.6%
Thu
12.0%
Fri
15.3%
Sat
18.9%
time of day
Morning
14.8%
Noon
18.8%
Afternoon
36.1%
Evening
24.9%
Late
5.4%

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 Charmin consumers purchase?

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Why do Charmin consumers try new brands?

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Where do Charmin consumers prefer to shop?

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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 Charmin Target Market

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

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What motivates the target market to purchase Charmin?

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What other target market should Charmin 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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