Drake's Consumer Insights
Who buys Drake's?
A Drake's consumer is generally higher income, Caucasian, and upper middle age. Drake's consumers are more likely to purchase Drake's during larger pantry stocking trips. Brands such as Entenmann's, Hunt's Snack Pack, and Dove also tend to be purchased in the same trip. See sample consumer insights data below.
Drake's Basket Penetration
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- Omnichannel data (online & offline)
- Real-time consumer and shopper insights
- Behavioral data
- Attitudinal surveys
- And more!
Drake's Consumer Demographics
Who purchases a brand?
Demographic index values compare dollars spent on a brand by a particular demographic versus that demographic's spending in general.
Example:Among InfoScout panelists, Asians account for 10% of dollars spent on Brand X.
However, Asians account for only 5% of dollars spent across all brands in total.
Therefore, the index value for Asians = (10% / 5% * 100) = 200.
An index value less than 100 means that the demographic spends proportionately less on the given brand.
Drake's Basket Affinity & Size
What else is in the basket?
Basket affinities highlight brands that are much more likely to appear in a basket when your selected brand is also in the basket.
You're studying Budweiser and see that Ball Park (hot dogs) have 3.7x affinity score. This means that Ball Park products are 3.7-times more likely to appear in a basket with Budweiser than they are to appear in just any basket. Here's how it's calculated:% of all baskets with Ball Park: 0.50%
% of Budweiser baskets with Ball Park: 1.85%
Basket Affinity value = (1.85% / 0.50%) = 3.7x
To help ensure that only meaningful affinities are displayed, affinity brands must co-exist in at least 1% of your selected brand's baskets to be shown in the dashboard.
The Basket Size index values indicate the extent to which the brand you've selected tends to be purchased as part of larger or smaller shopping trips when compared to all other brands.
Example:% of all panelist dollar spend on baskets containing just 1-2 items = 8%
% of spend on Brand X occurring in baskets containing 1-2 items = 10%
Urgent Need (1-2 items) index value = (10% / 8% * 100) = 125
|Urgent Need (1-2 Items)||
|Express Lane (3-10 Items)||
|Fill Up (11-20 Items)||
|Pantry Stocking (21+ Items)||
Where is Drake's Purchased?
Where is the brand purchased?
Channel index values highlight key retail channels with the greatest (or least) proportional spend on a given brand's products.
Example:Among InfoScout panelists, Brand X accounts account for 0.5% of all dollars spent. By comparison, Brand X accounts for 1.0% of panelist spend in the Food channel.
Therefore, the brand's index value for Food retailers = (1.0% / 0.5% * 100) = 200.
An index value less than 100 means that the retail channel generates proportionately less of its sales from the given brand.
Regional index values highlight indicate whether or not the brand sells relatively better or worse in any particular region of the country.
Example:The West region accounts for 16% of all spend among InfoScout panelists.
By comparison, 20% of Brand X's sales occur in the West region.
Therefore, the Brand X's index value for the West = (20% / 16% * 100) = 120.
Note: Hawaii & Alaska are considered part of the West region.
|Gas & Convenience||
What Else Do They Buy?
What else do they purchase?
Household affinities highlight brands that are much more likely to be purchased by households who also purchase your selected brand (regardless of whether or not both brands are purchased together as part of the same shopping trip).
Example:You're studying Bud Light and see that Monster has a 1.5x affinity score. This means that Monster products are 1.5-times more likely to be purchased by households who also buy Bud Light (regardless of when) than by the average household. Here's how it's calculated:
% of all households purchasing Monster = 1.00%
% of households who buy Bud Light that also buy Monster = 1.50%
Household Affinity value = (1.50% / 1.00%) = 1.5x To help ensure that only meaningful affinities are displayed, affinity brands must also be purchased by at least 1% of your selected brand's household to be shown in the dashboard.
When is Drake's Purchased?
When is a brand purchased?
Time of day seasonality displays percent of brand purchase dollars by time of day.
Time of day breakout: