Equal Consumer Insights

Who buys Equal? A Equal consumer is generally very low income, African American, and older age. Equal consumers are more likely to purchase Equal during larger pantry stocking trips. Brands such as Maxwell House, Domino, and Hellmann's also tend to be purchased in the same trip. Sample consumer insights data below.

Equal 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
$4.97
% of Basket $ (median)
9.5%
Total Basket $ (median)
$52.05

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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

Equal Consumer Demographics

demographic
index
Female
97
Male
132
<24
127
25-34
68
35-44
89
45-54
113
55-64
199
65+
151
African American
170
Asian
93
Caucasian
96
Hispanic
111
demographic
index
Has Kids
87
No Kids
130
- $20k
114
$20k-40k
101
$40k-60k
93
$60k-80k
90
$80k-100k
103
$100k-125k
101
$125k +
114
No College
114
College
95
Adv. Degree
109

Understand Equal Consumer Behavior

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Equal Basket Affinity & Size

brand
basket affinity
Maxwell House 9.0x
Domino 6.8x
Hellmann's 6.4x
Glade 6.3x
basket size
index
Urgent Need (1-2 Items)
27
Express Lane (3-10 Items)
73
Fill Up (11-20 Items)
159
Pantry Stocking (21+ Items)
297

Where is Equal Purchased?

channels
index
Beauty
104
Club
284
Dollar
1
Drug
112
Food
79
Gas & Convenience
2
Mass
79
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Marlboro Gold Pack 1.8x
Maxwell House 1.6x
Marlboro 1.6x
Sunny Meadow 1.5x

How Did They Pay?

method
index
Cash
121
Credit
102
Debit
88
Food Stamps
111

When is Equal Purchased?

day of week
Sun
15.1%
Mon
15.0%
Tue
12.8%
Wed
12.8%
Thu
13.9%
Fri
14.4%
Sat
15.9%
time of day
Morning
16.5%
Noon
20.3%
Afternoon
38.2%
Evening
20.1%
Late
4.9%

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 Equal consumers purchase?

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Why do Equal consumers try new brands?

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Where do Equal 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 Equal Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Equal?

magnifying glass

What other target market should Equal 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