Guinness Consumer Insights

Who buys Guinness? A Guinness consumer is generally very high income, Asian, and young adult age. Guinness consumers are more likely to purchase Guinness during larger pantry stocking trips. Brands such as Bud Light, Canada Dry, and Sabra also tend to be purchased in the same trip. Sample consumer insights data below.

Guinness 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
$8.97
% of Basket $ (median)
19.1%
Total Basket $ (median)
$47.08

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

Guinness Consumer Demographics

demographic
index
Female
95
Male
151
<24
112
25-34
113
35-44
90
45-54
104
55-64
96
65+
88
African American
78
Asian
130
Caucasian
101
Hispanic
76
demographic
index
Has Kids
93
No Kids
116
- $20k
85
$20k-40k
82
$40k-60k
83
$60k-80k
89
$80k-100k
110
$100k-125k
124
$125k +
145
No College
71
College
104
Adv. Degree
116

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Guinness Basket Affinity & Size

brand
basket affinity
Bud Light 8.2x
Canada Dry 7.4x
Sabra 6.3x
Swanson 5.6x
basket size
index
Urgent Need (1-2 Items)
44
Express Lane (3-10 Items)
84
Fill Up (11-20 Items)
142
Pantry Stocking (21+ Items)
238

Where is Guinness Purchased?

channels
index
Club
55
Dollar
2
Drug
67
Food
174
Gas & Convenience
55
Mass
66
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Nabisco Triscuit 1.5x
Horizon Organic 1.5x
Boars Head 1.5x
Almond Breeze 1.5x

How Did They Pay?

method
index
Cash
115
Credit
112
Debit
91
Food Stamps
31

When is Guinness Purchased?

day of week
Sun
15.3%
Mon
10.9%
Tue
11.4%
Wed
10.0%
Thu
12.0%
Fri
18.4%
Sat
21.9%
time of day
Morning
9.5%
Noon
13.5%
Afternoon
37.5%
Evening
31.4%
Late
8.0%

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 Guinness consumers purchase?

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Why do Guinness consumers try new brands?

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Where do Guinness 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 Guinness Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Guinness?

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What other target market should Guinness 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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