Darigold Consumer Insights

Who buys Darigold?

A Darigold consumer is generally lower income, Asian, and adolescent age. Darigold consumers are more likely to purchase Darigold during larger pantry stocking trips. Brands such as Oroweat, Skippy, and Taylor Farms also tend to be purchased in the same trip. Sample consumer insights data below.

Darigold Basket Penetration

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

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

Brand $ per Basket
$3.50
% of Basket $ (median)
6.2%
Total Basket $ (median)
$56.06

Get Better Data

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

Darigold Consumer Demographics

demographic
index
Female
100
Male
104
<24
169
25-34
127
35-44
81
45-54
96
55-64
90
65+
102
African American
27
Asian
123
Caucasian
104
Hispanic
47
demographic
index
Has Kids
104
No Kids
91
- $20k
126
$20k-40k
144
$40k-60k
103
$60k-80k
96
$80k-100k
90
$100k-125k
85
$125k +
49
No College
117
College
100
Adv. Degree
79

Understand Darigold Consumer Behavior

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Darigold Basket Affinity & Size

brand
basket affinity
Oroweat 7.0x
Skippy 6.9x
Taylor Farms 5.9x
Yoplait Go-Gurt 5.3x
basket size
index
Urgent Need (1-2 Items)
13
Express Lane (3-10 Items)
70
Fill Up (11-20 Items)
165
Pantry Stocking (21+ Items)
331

Where is Darigold Purchased?

channels
index
Club
287
Dollar
0
Drug
19
Food
100
Gas & Convenience
19
Mass
76
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Oroweat 1.9x
Bar-S 1.6x
Fresh Selections 1.6x
Taylor Farms 1.5x

How Did They Pay?

method
index
Cash
123
Credit
58
Debit
110
Food Stamps
260

When is Darigold Purchased?

day of week
Sun
15.9%
Mon
13.8%
Tue
15.0%
Wed
12.8%
Thu
11.6%
Fri
14.8%
Sat
16.2%
time of day
Morning
15.3%
Noon
18.1%
Afternoon
34.9%
Evening
26.2%
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 Darigold consumers purchase?

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Why do Darigold consumers try new brands?

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Where do Darigold 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 Darigold Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Darigold?

magnifying glass

What other target market should Darigold look at?

venn diagram

Which other brands have a similar target market?

About Our Darigold 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 retailers and brands with real-time omnichannel shopper and consumer insights. Demographic data is collected through demographic surveys taken in the apps.