Depend Consumer Insights

Who buys Depend? A Depend consumer is generally lower income, African American, and senior age. Depend consumers are more likely to purchase Depend during larger pantry stocking trips. Brands such as Marie Callender's, Kleenex, and Lysol also tend to be purchased in the same trip. Sample consumer insights data below.

Depend 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
$15.79
% of Basket $ (median)
33.1%
Total Basket $ (median)
$47.77

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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

Depend Consumer Demographics

demographic
index
Female
99
Male
108
<24
59
25-34
49
35-44
75
45-54
141
55-64
221
65+
351
African American
140
Asian
120
Caucasian
100
Hispanic
73
demographic
index
Has Kids
73
No Kids
162
- $20k
98
$20k-40k
110
$40k-60k
102
$60k-80k
105
$80k-100k
95
$100k-125k
96
$125k +
86
No College
97
College
99
Adv. Degree
107

Understand Depend Consumer Behavior

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Depend Basket Affinity & Size

brand
basket affinity
Marie Callender's 7.9x
Kleenex 6.9x
Lysol 6.1x
Charmin 6.0x
basket size
index
Urgent Need (1-2 Items)
49
Express Lane (3-10 Items)
87
Fill Up (11-20 Items)
142
Pantry Stocking (21+ Items)
217

Where is Depend Purchased?

channels
index
Beauty
16
Club
221
Dollar
94
Drug
265
Food
48
Gas & Convenience
4
Mass
91
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Marlboro Gold Pack 1.5x
Listerine 1.4x
Red Bull 1.4x
Dannon Oikos 1.4x

How Did They Pay?

method
index
Cash
108
Credit
119
Debit
89
Food Stamps
33

When is Depend Purchased?

day of week
Sun
13.4%
Mon
13.3%
Tue
13.3%
Wed
14.4%
Thu
13.7%
Fri
16.6%
Sat
15.4%
time of day
Morning
17.4%
Noon
21.7%
Afternoon
36.1%
Evening
20.8%
Late
4.1%

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 Depend consumers purchase?

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Why do Depend consumers try new brands?

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Where do Depend 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 Depend Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Depend?

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What other target market should Depend 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.

Learn more about us