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. See sample consumer insights data below.

Depend Basket Penetration

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

Brand $ per Basket
$15.79
% of Basket $ (median)
33.1%
Total Basket $ (median)
$47.77

See More Data

Get in touch with our team to learn more about our insights. Includes:

  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • And more!

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%

Get More Depend Data

Contact us for the latest Depend consumer demographic and purchase data.

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Find Answers to Questions

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Which brands do Depend consumers switch to?

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Why do consumers stop buying Depend products?

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Which retailers do Depend shoppers prefer to shop at?

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What motivates consumers to try Depend products?

Research the Depend Target Market

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

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What motivates the target market to buy Depend?

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What other target market should Depend look at?

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Which other brands have a similar target market?

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