GUM Consumer Insights

Who buys GUM?

A GUM consumer is generally very high income, Asian, and senior age. GUM consumers are more likely to purchase GUM during larger pantry stocking trips. Brands such as Orbit, Oral-B, and Listerine also tend to be purchased in the same trip. Sample consumer insights data below.

GUM Basket Penetration

We analyzed our users' shopping receipts to generate this sample basket penetration data.

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

Brand $ per Basket
$2.99
% of Basket $ (median)
10.9%
Total Basket $ (median)
$27.53

Get Better Data

Contact our sales team for real-time data and deeper insights, including:

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

GUM Consumer Demographics

demographic
index
Female
101
Male
90
<24
82
25-34
87
35-44
102
45-54
100
55-64
122
65+
157
African American
87
Asian
160
Caucasian
94
Hispanic
101
demographic
index
Has Kids
98
No Kids
105
- $20k
80
$20k-40k
89
$40k-60k
91
$60k-80k
95
$80k-100k
106
$100k-125k
110
$125k +
134
No College
76
College
102
Adv. Degree
118

Understand GUM Consumer Behavior

Leading brands and retailers use our consumer and shopper insights data to increase ROI, retain shoppers and consumers, find new opportunities, and more. Understand My Consumers

GUM Basket Affinity & Size

brand
basket affinity
Orbit 21.3x
Oral-B 16.4x
Listerine 12.9x
Crest 8.4x
basket size
index
Urgent Need (1-2 Items)
28
Express Lane (3-10 Items)
93
Fill Up (11-20 Items)
146
Pantry Stocking (21+ Items)
240

Where is GUM Purchased?

channels
index
Beauty
101
Dollar
98
Drug
627
Food
69
Gas & Convenience
6
Mass
72
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Listerine 1.4x
Scott 1.4x
Dannon Danimals 1.4x
YoCrunch 1.4x

How Did They Pay?

method
index
Cash
136
Credit
106
Debit
84
Food Stamps
21

When is GUM Purchased?

day of week
Sun
16.4%
Mon
12.7%
Tue
12.9%
Wed
12.6%
Thu
14.8%
Fri
15.2%
Sat
15.4%
time of day
Morning
18.0%
Noon
17.2%
Afternoon
33.3%
Evening
24.0%
Late
7.5%

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 GUM consumers purchase?

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Why do GUM consumers try new brands?

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Where do GUM 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 GUM Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase GUM?

magnifying glass

What other target market should GUM look at?

venn diagram

Which other brands have a similar target market?

About Our GUM Demographic Data

InfoScout has over 300,000 shoppers uploading their shopping receipts (paper and electronic) through our portfolio of mobile apps. Receipts and behaviorally triggered surveys allow us to provide retailers and brands with real-time omnichannel shopper and consumer insights. Demographic data is collected through demographic surveys taken in the apps.