Hillbilly Consumer Insights

Who buys Hillbilly? A Hillbilly consumer is generally lower income, Caucasian, and older age. Hillbilly consumers are more likely to purchase Hillbilly during larger pantry stocking trips. Brands such as Chef Boyardee, Kelloggs Frosted Mini Wheat, and Jennie-O also tend to be purchased in the same trip. Sample consumer insights data below.

Hillbilly 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
$2.00
% of Basket $ (median)
3.4%
Total Basket $ (median)
$59.33

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Hillbilly Consumer Demographics

demographic
index
Female
104
Male
60
<24
11
25-34
63
35-44
107
45-54
125
55-64
164
65+
89
African American
3
Asian
13
Caucasian
124
Hispanic
16
demographic
index
Has Kids
98
No Kids
106
- $20k
111
$20k-40k
143
$40k-60k
92
$60k-80k
133
$80k-100k
114
$100k-125k
43
$125k +
37
No College
161
College
94
Adv. Degree
58

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Hillbilly Basket Affinity & Size

brand
basket affinity
Chef Boyardee 11.2x
Kelloggs Frosted Mini Wheat 10.4x
Jennie-O 10.1x
Farmers Market 8.8x
basket size
index
Urgent Need (1-2 Items)
6
Express Lane (3-10 Items)
41
Fill Up (11-20 Items)
156
Pantry Stocking (21+ Items)
454

Where is Hillbilly Purchased?

channels
index
Club
90
Dollar
197
Drug
1
Food
55
Gas & Convenience
30
Mass
149
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Kraft Singles 2.0x
Maxwell House 2.0x
Kelloggs Frosted Mini Wheat 1.9x
Farmers Market 1.9x

How Did They Pay?

method
index
Cash
136
Credit
100
Debit
80
Food Stamps
134

When is Hillbilly Purchased?

day of week
Sun
17.8%
Mon
15.3%
Tue
11.5%
Wed
10.7%
Thu
11.7%
Fri
15.1%
Sat
18.0%
time of day
Morning
15.7%
Noon
19.8%
Afternoon
35.9%
Evening
23.9%
Late
4.8%

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 Hillbilly consumers purchase?

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Why do Hillbilly consumers try new brands?

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Where do Hillbilly 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 Hillbilly Target Market

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

Thought bubble

What motivates the target market to purchase Hillbilly?

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What other target market should Hillbilly look at?

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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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