Dawn Consumer Insights

Who buys Dawn?

A Dawn consumer is generally very low income, African American, and senior age. Dawn consumers are more likely to purchase Dawn during larger pantry stocking trips. Brands such as Cascade, Tide, and Clorox also tend to be purchased in the same trip. Sample consumer insights data below.

Dawn 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
$2.63
% of Basket $ (median)
5.9%
Total Basket $ (median)
$44.83

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

Dawn Consumer Demographics

demographic
index
Female
101
Male
88
<24
108
25-34
103
35-44
91
45-54
102
55-64
117
65+
128
African American
152
Asian
132
Caucasian
90
Hispanic
131
demographic
index
Has Kids
95
No Kids
111
- $20k
133
$20k-40k
120
$40k-60k
106
$60k-80k
99
$80k-100k
91
$100k-125k
81
$125k +
72
No College
124
College
98
Adv. Degree
80

Understand Dawn Consumer Behavior

Leading brands and retailers use our consumer and shopper insights data to increase ROI, retain shoppers and consumers, find new opportunities, and more. Understand My Consumers

Dawn Basket Affinity & Size

brand
basket affinity
Cascade 8.6x
Tide 7.1x
Clorox 5.9x
Febreze 5.9x
basket size
index
Urgent Need (1-2 Items)
13
Express Lane (3-10 Items)
73
Fill Up (11-20 Items)
165
Pantry Stocking (21+ Items)
323

Where is Dawn Purchased?

channels
index
Beauty
2
Club
138
Dollar
338
Drug
293
Food
77
Gas & Convenience
10
Mass
74
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Marlboro Gold Pack 1.2x
Sunbeam 1.2x
Maxwell House 1.2x
Yoplait Light 1.1x

How Did They Pay?

method
index
Cash
124
Credit
91
Debit
100
Food Stamps
67

When is Dawn Purchased?

day of week
Sun
16.6%
Mon
13.0%
Tue
12.8%
Wed
12.3%
Thu
12.2%
Fri
15.2%
Sat
17.9%
time of day
Morning
16.7%
Noon
18.0%
Afternoon
35.0%
Evening
24.5%
Late
5.8%

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 Dawn consumers purchase?

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Why do Dawn consumers try new brands?

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Where do Dawn 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 Dawn Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Dawn?

magnifying glass

What other target market should Dawn look at?

venn diagram

Which other brands have a similar target market?

About Our Dawn 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.