Grandpa's Consumer Insights

Who buys Grandpa's? Grandpa's consumers are generally median income, Asian, and senior age. Grandpa's consumers are more likely to purchase Grandpa's during larger pantry stocking trips. Brands such as Sunny Meadow, Sara Lee, and Marketside also tend to be purchased in the same trip. Sample consumer insights data below.

Grandpa's 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
$2.98
% of Basket $ (median)
4.9%
Total Basket $ (median)
$61.18

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  • Behavioral data
  • Attitudinal surveys
  • Recent demographic data

Grandpa's Consumer Demographics

demographic
index
Female
96
Male
139
<24
102
25-34
73
35-44
108
45-54
98
55-64
138
65+
150
African American
68
Asian
161
Caucasian
100
Hispanic
74
demographic
index
Has Kids
98
No Kids
106
- $20k
87
$20k-40k
100
$40k-60k
105
$60k-80k
142
$80k-100k
95
$100k-125k
88
$125k +
54
No College
141
College
96
Adv. Degree
68

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Grandpa's Basket Affinity & Size

brand
basket affinity
Sunny Meadow 8.6x
Sara Lee 7.2x
Marketside 6.6x
Borden 6.3x
basket size
index
Urgent Need (1-2 Items)
6
Express Lane (3-10 Items)
49
Fill Up (11-20 Items)
175
Pantry Stocking (21+ Items)
408

Where is Grandpa's Purchased?

channels
index
Club
57
Mass
206
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Yoplait Light 1.9x
Farmers Market 1.8x
Maxwell House 1.7x
Blue Bonnet 1.7x

How Did They Pay?

method
index
Cash
96
Credit
89
Debit
113
Food Stamps
122

When is Grandpa's Purchased?

day of week
Sun
16.9%
Mon
13.4%
Tue
12.7%
Wed
12.1%
Thu
14.7%
Fri
14.3%
Sat
15.9%
time of day
Morning
11.8%
Noon
16.1%
Afternoon
34.8%
Evening
28.3%
Late
8.9%

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 Grandpa's consumers purchase?

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Why do Grandpa's consumers try new brands?

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Where do Grandpa's 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 Grandpa's Target Market

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Who actually buys Grandpa's? Do these consumers match the intended target market of Grandpa's?

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What motivates the target market to purchase Grandpa's?

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What other target market should Grandpa's 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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