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. Sample consumer insights data below.

Heinz 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
$2.82
% of Basket $ (median)
3.8%
Total Basket $ (median)
$74.51

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

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

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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%

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 Heinz consumers purchase?

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Why do Heinz consumers try new brands?

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Where do Heinz consumers prefer to shop?

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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 Heinz Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Heinz?

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What other target market should Heinz 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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