Hellmann's Consumer Insights

Who buys Hellmann's? A Hellmann's consumer is generally slightly lower income, Caucasian, and senior age. Hellmann's consumers are more likely to purchase Hellmann's during larger pantry stocking trips. Brands such as French's, Heinz, and Vlasic also tend to be purchased in the same trip. Sample consumer insights data below.

Hellmann's 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
$3.98
% of Basket $ (median)
5.5%
Total Basket $ (median)
$71.95

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  • Recent demographic data

Hellmann's Consumer Demographics

demographic
index
Female
100
Male
98
<24
79
25-34
81
35-44
97
45-54
113
55-64
135
65+
160
African American
93
Asian
46
Caucasian
106
Hispanic
103
demographic
index
Has Kids
93
No Kids
115
- $20k
100
$20k-40k
101
$40k-60k
102
$60k-80k
101
$80k-100k
102
$100k-125k
99
$125k +
94
No College
115
College
97
Adv. Degree
97

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Hellmann's Basket Affinity & Size

brand
basket affinity
French's 6.1x
Heinz 5.4x
Vlasic 5.0x
Goya 4.6x
basket size
index
Urgent Need (1-2 Items)
7
Express Lane (3-10 Items)
40
Fill Up (11-20 Items)
152
Pantry Stocking (21+ Items)
464

Where is Hellmann's Purchased?

channels
index
Beauty
2
Club
69
Dollar
65
Drug
38
Food
180
Gas & Convenience
11
Mass
62
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Perdue 1.5x
Domino 1.5x
Goya 1.4x
Arnold 1.4x

How Did They Pay?

method
index
Cash
102
Credit
104
Debit
92
Food Stamps
141

When is Hellmann's Purchased?

day of week
Sun
17.6%
Mon
12.8%
Tue
11.8%
Wed
12.3%
Thu
12.4%
Fri
15.5%
Sat
17.7%
time of day
Morning
15.1%
Noon
18.1%
Afternoon
36.0%
Evening
25.3%
Late
5.5%

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

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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 Hellmann's consumers purchase?

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Why do Hellmann's consumers try new brands?

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Where do Hellmann's 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 Hellmann's Target Market

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Who actually buys Hellmann's? Do these consumers match the intended target market of Hellmann's?

Thought bubble

What motivates the target market to purchase Hellmann's?

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What other target market should Hellmann's 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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