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. See sample consumer insights data below.

GUM Consumer Receipt Data

The sample data below is captured directly from our users' consumer shopping receipts.

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

Access all the Data

Get in touch with our team to learn more about our InfoScout Insights™ platform. It includes:

  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • And more!

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%

About Our GUM Consumer Insights

How do we know who buys GUM? InfoScout has hundreds of thousands of monthly active users uploading their shopping receipts (paper and electronic) through our portfolio of mobile apps. Receipts and behaviorally triggered surveys allow us to provide brands with real-time omnichannel shopper and consumer insights. This is just a sample of the GUM consumer and demographic data we get from millions of receipts. Get in touch with our team to learn more about the full power of our InfoScout Insights™ platform.