Heinz Consumer Insights

Who buys Heinz?

A Heinz consumer is generally very high income, Caucasian, and senior age. Heinz consumers are more likely to purchase Heinz during larger pantry stocking trips. Brands such as French's, Hellmann's, and Sweet Baby Ray's also tend to be purchased in the same trip. See sample consumer insights data below.

Heinz Basket Penetration

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

Brand $ per Basket
$2.82
% of Basket $ (median)
3.8%
Total Basket $ (median)
$74.51

See More Data

Get in touch with our team to learn more about our insights. Includes:

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

Heinz Consumer Demographics

demographic
index
Female
100
Male
98
<24
80
25-34
84
35-44
102
45-54
111
55-64
115
65+
125
African American
102
Asian
72
Caucasian
106
Hispanic
77
demographic
index
Has Kids
100
No Kids
99
- $20k
83
$20k-40k
89
$40k-60k
98
$60k-80k
103
$80k-100k
107
$100k-125k
107
$125k +
111
No College
102
College
99
Adv. Degree
100

Understand Heinz Consumer Behavior

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Heinz Basket Affinity & Size

brand
basket affinity
French's 8.3x
Hellmann's 5.0x
Sweet Baby Ray's 4.8x
Vlasic 4.6x
basket size
index
Urgent Need (1-2 Items)
6
Express Lane (3-10 Items)
40
Fill Up (11-20 Items)
148
Pantry Stocking (21+ Items)
468

Where is Heinz Purchased?

channels
index
Beauty
3
Club
155
Dollar
45
Drug
18
Food
134
Gas & Convenience
15
Mass
80
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Yoplait Light 1.1x
Duncan Hines 1.1x
Crayola 1.1x
Charmin 1.1x

How Did They Pay?

method
index
Cash
96
Credit
101
Debit
100
Food Stamps
121

When is Heinz Purchased?

day of week
Sun
17.9%
Mon
12.6%
Tue
11.9%
Wed
12.0%
Thu
11.9%
Fri
15.3%
Sat
18.4%
time of day
Morning
14.8%
Noon
18.5%
Afternoon
36.2%
Evening
25.5%
Late
4.9%

Get More Heinz Data

Contact us for the latest Heinz consumer demographic and purchase data.

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Find Answers to Questions

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Which brands do Heinz consumers switch to?

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Why do consumers stop buying Heinz products?

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Which retailers do Heinz shoppers prefer to shop at?

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What motivates consumers to try Heinz products?

Research the Heinz Target Market

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

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What motivates the target market to buy Heinz?

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What other target market should Heinz look at?

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Which other brands have a similar target market?

About Our Heinz 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 brands with real-time omnichannel shopper and consumer insights. Demographic data is collected through demographic surveys taken in the apps.