Humco Consumer Insights

Who buys Humco? Humco consumers are generally very low income, African American, and adolescent age. Humco consumers are more likely to purchase Humco during larger pantry stocking trips. Brands such as Libby's, Farmers Market, and Febreze also tend to be purchased in the same trip. Sample consumer insights data below.

Humco 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
$2.88
% of Basket $ (median)
6.4%
Total Basket $ (median)
$45.12

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Contact our sales team for real-time data and deeper insights, including:

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

Humco Consumer Demographics

demographic
index
Female
96
Male
136
<24
135
25-34
105
35-44
88
45-54
110
55-64
103
65+
121
African American
173
Asian
64
Caucasian
100
Hispanic
86
demographic
index
Has Kids
91
No Kids
120
- $20k
136
$20k-40k
117
$40k-60k
133
$60k-80k
87
$80k-100k
101
$100k-125k
59
$125k +
59
No College
134
College
95
Adv. Degree
83

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Humco Basket Affinity & Size

brand
basket affinity
Libby's 8.1x
Farmers Market 7.9x
Febreze 7.6x
Dannon Oikos 6.9x
basket size
index
Urgent Need (1-2 Items)
30
Express Lane (3-10 Items)
84
Fill Up (11-20 Items)
154
Pantry Stocking (21+ Items)
258

Where is Humco Purchased?

channels
index
Drug
20
Food
3
Mass
214
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Sunny Meadow 1.7x
Sunbeam 1.6x
Hawaiian Punch 1.5x
Farmers Market 1.5x

How Did They Pay?

method
index
Cash
108
Credit
91
Debit
112
Food Stamps
67

When is Humco Purchased?

day of week
Sun
18.0%
Mon
12.8%
Tue
15.0%
Wed
12.2%
Thu
12.7%
Fri
13.9%
Sat
15.4%
time of day
Morning
14.2%
Noon
16.1%
Afternoon
33.5%
Evening
27.7%
Late
8.4%

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 Humco consumers purchase?

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Why do Humco consumers try new brands?

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Where do Humco 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 Humco Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Humco?

magnifying glass

What other target market should Humco 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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