Folgers Consumer Insights

Who buys Folgers? A Folgers consumer is generally slightly lower income, Caucasian, and senior age. Folgers consumers are more likely to purchase Folgers during larger pantry stocking trips. Brands such as Coffee-mate, International Delight, and Fresh Selections also tend to be purchased in the same trip. Sample consumer insights data below.

Folgers 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
$7.98
% of Basket $ (median)
11.0%
Total Basket $ (median)
$72.61

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  • Behavioral data
  • Attitudinal surveys
  • Recent demographic data

Folgers Consumer Demographics

demographic
index
Female
100
Male
97
<24
73
25-34
87
35-44
88
45-54
112
55-64
155
65+
183
African American
67
Asian
58
Caucasian
109
Hispanic
83
demographic
index
Has Kids
91
No Kids
121
- $20k
96
$20k-40k
102
$40k-60k
107
$60k-80k
106
$80k-100k
98
$100k-125k
92
$125k +
89
No College
120
College
98
Adv. Degree
84

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Folgers Basket Affinity & Size

brand
basket affinity
Coffee-mate 4.9x
International Delight 4.5x
Fresh Selections 3.9x
French's 3.6x
basket size
index
Urgent Need (1-2 Items)
16
Express Lane (3-10 Items)
56
Fill Up (11-20 Items)
149
Pantry Stocking (21+ Items)
389

Where is Folgers Purchased?

channels
index
Club
222
Dollar
126
Drug
63
Food
103
Gas & Convenience
14
Mass
78
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Maxwell House 1.6x
Marlboro Gold Pack 1.4x
Marlboro 1.4x
International Delight 1.3x

How Did They Pay?

method
index
Cash
104
Credit
94
Debit
102
Food Stamps
129

When is Folgers Purchased?

day of week
Sun
16.1%
Mon
13.6%
Tue
12.7%
Wed
12.6%
Thu
12.6%
Fri
14.9%
Sat
17.5%
time of day
Morning
17.3%
Noon
18.3%
Afternoon
35.3%
Evening
24.2%
Late
4.9%

Data shown is from 2014-2015. Contact us for real-time data.

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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 Folgers consumers purchase?

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Why do Folgers consumers try new brands?

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Where do Folgers consumers prefer to shop?

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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 Folgers Target Market

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

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What motivates the target market to purchase Folgers?

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What other target market should Folgers look at?

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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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