Cream of Wheat Consumer Insights

Who buys Cream of Wheat? A Cream of Wheat consumer is generally very low income, African American, and upper middle age. Cream of Wheat consumers are more likely to purchase Cream of Wheat during larger pantry stocking trips. Brands such as Quaker, Kelloggs Frosted Mini Wheat, and General Mills Fiber One also tend to be purchased in the same trip. Sample consumer insights data below.

Cream of Wheat 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
$3.55
% of Basket $ (median)
5.5%
Total Basket $ (median)
$64.20

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  • Recent demographic data

Cream of Wheat Consumer Demographics

demographic
index
Female
99
Male
108
<24
97
25-34
86
35-44
96
45-54
124
55-64
105
65+
96
African American
143
Asian
66
Caucasian
99
Hispanic
119
demographic
index
Has Kids
96
No Kids
109
- $20k
125
$20k-40k
96
$40k-60k
104
$60k-80k
99
$80k-100k
91
$100k-125k
83
$125k +
110
No College
100
College
100
Adv. Degree
101

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Cream of Wheat Basket Affinity & Size

brand
basket affinity
Quaker 7.4x
Kelloggs Frosted Mini Wheat 5.3x
General Mills Fiber One 4.6x
Oroweat 4.2x
basket size
index
Urgent Need (1-2 Items)
6
Express Lane (3-10 Items)
44
Fill Up (11-20 Items)
143
Pantry Stocking (21+ Items)
460

Where is Cream of Wheat Purchased?

channels
index
Club
1
Dollar
219
Drug
42
Food
167
Gas & Convenience
11
Mass
80
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Kelloggs Frosted Mini Wheat 1.6x
Gerber Graduates 1.5x
Yoplait Light 1.4x
Gerber 1.4x

How Did They Pay?

method
index
Cash
113
Credit
91
Debit
95
Food Stamps
180

When is Cream of Wheat Purchased?

day of week
Sun
19.6%
Mon
13.6%
Tue
12.1%
Wed
11.8%
Thu
11.4%
Fri
14.2%
Sat
17.2%
time of day
Morning
15.7%
Noon
16.1%
Afternoon
33.0%
Evening
28.8%
Late
6.5%

Data shown is from 2014-2015. Contact us for real-time data.

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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 Cream of Wheat consumers purchase?

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Why do Cream of Wheat consumers try new brands?

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Where do Cream of Wheat consumers prefer to shop?

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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

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Every retailer, from Big Box to Bodegas to Online.

Research the Cream of Wheat Target Market

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

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What motivates the target market to purchase Cream of Wheat?

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What other target market should Cream of Wheat look at?

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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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