Field Day Consumer Insights

Who buys Field Day?

A Field Day consumer is generally slightly higher income, African American, and senior age. Field Day consumers are more likely to purchase Field Day during larger pantry stocking trips. Brands such as Fresh Selections, Smart Balance, and Hefty also tend to be purchased in the same trip. See sample consumer insights data below.

Field Day Basket Penetration

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

Brand $ per Basket
$1.99
% of Basket $ (median)
4.1%
Total Basket $ (median)
$48.37

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!

Field Day Consumer Demographics

demographic
index
Female
100
Male
98
<24
93
25-34
98
35-44
100
45-54
100
55-64
106
65+
109
African American
110
Asian
82
Caucasian
103
Hispanic
71
demographic
index
Has Kids
101
No Kids
98
- $20k
94
$20k-40k
99
$40k-60k
105
$60k-80k
104
$80k-100k
123
$100k-125k
86
$125k +
81
No College
105
College
101
Adv. Degree
89

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Field Day Basket Affinity & Size

brand
basket affinity
Fresh Selections 15.2x
Smart Balance 9.8x
Hefty 5.7x
Perdue 4.5x
basket size
index
Urgent Need (1-2 Items)
7
Express Lane (3-10 Items)
53
Fill Up (11-20 Items)
161
Pantry Stocking (21+ Items)
409

Where is Field Day Purchased?

channels
index
Beauty
4
Club
1
Dollar
62
Drug
1
Food
152
Gas & Convenience
34
Mass
103
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Fresh Selections 1.9x
Smart Balance 1.6x
Boars Head 1.5x
Utz 1.4x

How Did They Pay?

method
index
Cash
88
Credit
104
Debit
101
Food Stamps
116

When is Field Day Purchased?

day of week
Sun
18.0%
Mon
14.3%
Tue
12.3%
Wed
12.1%
Thu
12.2%
Fri
14.8%
Sat
16.3%
time of day
Morning
15.3%
Noon
16.7%
Afternoon
33.4%
Evening
27.7%
Late
6.8%

Get More Field Day Data

Contact us for the latest Field Day consumer demographic and purchase data.

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Find Answers to Questions

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Which brands do Field Day consumers switch to?

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Why do consumers stop buying Field Day products?

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Which retailers do Field Day shoppers prefer to shop at?

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What motivates consumers to try Field Day products?

Research the Field Day Target Market

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

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What motivates the target market to buy Field Day?

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What other target market should Field Day look at?

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Which other brands have a similar target market?

About Our Field Day 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.