General Mills Consumer Insights

Who buys General Mills? General Mills consumers are generally higher income, Caucasian, and lower middle age. General Mills consumers are more likely to purchase General Mills during larger pantry stocking trips. Brands such as Kellogg's, Pop-Tarts, and Kelloggs Frosted Mini Wheat also tend to be purchased in the same trip. Sample consumer insights data below.

General Mills 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
$3.39
% of Basket $ (median)
5.3%
Total Basket $ (median)
$63.50

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  • Recent demographic data

General Mills Consumer Demographics

demographic
index
Female
101
Male
91
<24
88
25-34
98
35-44
106
45-54
99
55-64
88
65+
88
African American
89
Asian
70
Caucasian
105
Hispanic
89
demographic
index
Has Kids
107
No Kids
84
- $20k
89
$20k-40k
94
$40k-60k
99
$60k-80k
102
$80k-100k
105
$100k-125k
107
$125k +
102
No College
94
College
100
Adv. Degree
107

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General Mills Basket Affinity & Size

brand
basket affinity
Kellogg's 4.6x
Pop-Tarts 4.4x
Kelloggs Frosted Mini Wheat 3.9x
YoCrunch 3.7x
basket size
index
Urgent Need (1-2 Items)
7
Express Lane (3-10 Items)
48
Fill Up (11-20 Items)
148
Pantry Stocking (21+ Items)
442

Where is General Mills Purchased?

channels
index
Beauty
1
Club
104
Dollar
86
Drug
48
Food
133
Gas & Convenience
21
Mass
86
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Kelloggs Frosted Mini Wheat 1.3x
Kelloggs Frosted Flakes 1.3x
Entenmann's 1.3x
Yoplait Go-Gurt 1.3x

How Did They Pay?

method
index
Cash
93
Credit
100
Debit
98
Food Stamps
152

When is General Mills Purchased?

day of week
Sun
17.9%
Mon
13.3%
Tue
12.5%
Wed
12.2%
Thu
12.0%
Fri
14.9%
Sat
17.2%
time of day
Morning
15.3%
Noon
17.4%
Afternoon
34.0%
Evening
27.0%
Late
6.3%

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 General Mills consumers purchase?

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Why do General Mills consumers try new brands?

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Where do General Mills 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 General Mills Target Market

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

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What motivates the target market to purchase General Mills?

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What other target market should General Mills 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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