Field Day Consumer Insights

Who buys Field Day? Field Day consumers are 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. Sample consumer insights data below.

Field Day 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
$1.99
% of Basket $ (median)
4.1%
Total Basket $ (median)
$48.37

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  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • Recent demographic data

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%

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 Field Day consumers purchase?

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Why do Field Day consumers try new brands?

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Where do Field Day consumers prefer to shop?

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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 Field Day Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Field Day?

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What other target market should Field Day 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.

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