Downy Consumer Insights

Who buys Downy?

A Downy consumer is generally very low income, Hispanic, and adolescent age. Downy consumers are more likely to purchase Downy during larger pantry stocking trips. Brands such as Tide, Gain, and Clorox also tend to be purchased in the same trip. See sample consumer insights data below.

Downy Basket Penetration

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

Brand $ per Basket
$5.99
% of Basket $ (median)
9.1%
Total Basket $ (median)
$66.16

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!

Downy Consumer Demographics

demographic
index
Female
103
Male
73
<24
107
25-34
105
35-44
100
45-54
100
55-64
87
65+
81
African American
124
Asian
134
Caucasian
86
Hispanic
171
demographic
index
Has Kids
102
No Kids
95
- $20k
113
$20k-40k
112
$40k-60k
99
$60k-80k
98
$80k-100k
97
$100k-125k
92
$125k +
92
No College
115
College
101
Adv. Degree
79

Understand Downy Consumer Behavior

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Downy Basket Affinity & Size

brand
basket affinity
Tide 16.7x
Gain 8.4x
Clorox 8.0x
Cascade 7.8x
basket size
index
Urgent Need (1-2 Items)
10
Express Lane (3-10 Items)
61
Fill Up (11-20 Items)
164
Pantry Stocking (21+ Items)
370

Where is Downy Purchased?

channels
index
Beauty
1
Club
144
Dollar
202
Drug
63
Food
63
Gas & Convenience
2
Mass
122
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Marlboro Gold Pack 1.3x
Tide 1.3x
Gain 1.3x
Charmin 1.2x

How Did They Pay?

method
index
Cash
95
Credit
84
Debit
115
Food Stamps
51

When is Downy Purchased?

day of week
Sun
17.4%
Mon
12.7%
Tue
12.3%
Wed
11.7%
Thu
11.7%
Fri
15.1%
Sat
19.0%
time of day
Morning
14.5%
Noon
17.9%
Afternoon
35.0%
Evening
26.4%
Late
6.1%

Get More Downy Data

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

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Find Answers to Questions

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Which brands do Downy consumers switch to?

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Why do consumers stop buying Downy products?

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Which retailers do Downy shoppers prefer to shop at?

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What motivates consumers to try Downy products?

Research the Downy Target Market

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

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What motivates the target market to buy Downy?

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What other target market should Downy look at?

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Which other brands have a similar target market?

About Our Downy 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.