Kit Kat Consumer Insights

Who buys Kit Kat?

A Kit Kat consumer is generally very low income, Asian, and adolescent age. Kit Kat consumers are more likely to purchase Kit Kat during larger pantry stocking trips. Brands such as Reese's Peanut Butter Cups, Twix, and Snickers also tend to be purchased in the same trip. See sample consumer insights data below.

Kit Kat Basket Penetration

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

Brand $ per Basket
$1.88
% of Basket $ (median)
6.8%
Total Basket $ (median)
$27.45

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!

Kit Kat Consumer Demographics

demographic
index
Female
100
Male
99
<24
110
25-34
95
35-44
104
45-54
103
55-64
96
65+
76
African American
112
Asian
127
Caucasian
96
Hispanic
100
demographic
index
Has Kids
102
No Kids
95
- $20k
108
$20k-40k
102
$40k-60k
101
$60k-80k
104
$80k-100k
98
$100k-125k
94
$125k +
93
No College
103
College
100
Adv. Degree
94

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Kit Kat Basket Affinity & Size

brand
basket affinity
Reese's Peanut Butter Cups 19.7x
Twix 16.9x
Snickers 12.2x
Reese's 10.5x
basket size
index
Urgent Need (1-2 Items)
20
Express Lane (3-10 Items)
99
Fill Up (11-20 Items)
153
Pantry Stocking (21+ Items)
232

Where is Kit Kat Purchased?

channels
index
Beauty
7
Club
92
Dollar
217
Drug
263
Food
77
Gas & Convenience
192
Mass
87
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Hershey's Kisses 1.2x
Cadbury 1.2x
Hawaiian Punch 1.2x
Kelloggs Frosted Flakes 1.2x

How Did They Pay?

method
index
Cash
122
Credit
96
Debit
93
Food Stamps
103

When is Kit Kat Purchased?

day of week
Sun
14.6%
Mon
12.4%
Tue
12.9%
Wed
13.5%
Thu
14.6%
Fri
16.0%
Sat
15.8%
time of day
Morning
14.6%
Noon
16.0%
Afternoon
33.7%
Evening
28.7%
Late
7.0%

Get More Kit Kat Data

Contact us for the latest Kit Kat consumer demographic and purchase data.

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Find Answers to Questions

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Which brands do Kit Kat consumers switch to?

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Why do consumers stop buying Kit Kat products?

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Which retailers do Kit Kat shoppers prefer to shop at?

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What motivates consumers to try Kit Kat products?

Research the Kit Kat Target Market

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

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What motivates the target market to buy Kit Kat?

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What other target market should Kit Kat look at?

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Which other brands have a similar target market?

About Our Kit Kat 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.