Firefly Consumer Insights

Who buys Firefly? A Firefly consumer is generally very low income, African American, and young adult age. Firefly consumers are more likely to purchase Firefly during larger pantry stocking trips. Brands such as Crest, Oral-B, and Colgate also tend to be purchased in the same trip. Sample consumer insights data below.

Firefly 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
$3.48
% of Basket $ (median)
5.3%
Total Basket $ (median)
$66.05

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

Firefly Consumer Demographics

demographic
index
Female
101
Male
88
<24
30
25-34
135
35-44
109
45-54
79
55-64
37
65+
41
African American
135
Asian
59
Caucasian
105
Hispanic
86
demographic
index
Has Kids
125
No Kids
43
- $20k
127
$20k-40k
77
$40k-60k
94
$60k-80k
94
$80k-100k
100
$100k-125k
122
$125k +
110
No College
73
College
107
Adv. Degree
95

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Firefly Basket Affinity & Size

brand
basket affinity
Crest 12.7x
Oral-B 12.6x
Colgate 11.6x
Listerine 8.7x
basket size
index
Urgent Need (1-2 Items)
16
Express Lane (3-10 Items)
54
Fill Up (11-20 Items)
154
Pantry Stocking (21+ Items)
391

Where is Firefly Purchased?

channels
index
Beauty
73
Dollar
61
Drug
87
Food
28
Gas & Convenience
108
Mass
179
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Dannon Danimals 1.9x
Yoplait Go-Gurt 1.7x
Kelloggs Froot Loops 1.6x
Kelloggs Pop Tarts 1.6x

How Did They Pay?

method
index
Cash
98
Credit
118
Debit
90
Food Stamps
72

When is Firefly Purchased?

day of week
Sun
14.3%
Mon
11.0%
Tue
10.0%
Wed
11.8%
Thu
13.1%
Fri
18.1%
Sat
21.6%
time of day
Morning
12.7%
Noon
15.7%
Afternoon
32.8%
Evening
31.7%
Late
7.1%

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 Firefly consumers purchase?

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Why do Firefly consumers try new brands?

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Where do Firefly 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 Firefly Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Firefly?

magnifying glass

What other target market should Firefly 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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