Kool-Aid Consumer Insights

Who buys Kool-Aid?

A Kool-Aid consumer is generally very low income, African American, and lower middle age. Kool-Aid consumers are more likely to purchase Kool-Aid during larger pantry stocking trips. Brands such as Maruchan Ramen, Hawaiian Punch, and Armour also tend to be purchased in the same trip. Sample consumer insights data below.

Kool-Aid Basket Penetration

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

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

Brand $ per Basket
$2.00
% of Basket $ (median)
3.3%
Total Basket $ (median)
$60.65

Get Better Data

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

Kool-Aid Consumer Demographics

demographic
index
Female
102
Male
78
<24
81
25-34
113
35-44
114
45-54
81
55-64
58
65+
45
African American
225
Asian
68
Caucasian
93
Hispanic
130
demographic
index
Has Kids
120
No Kids
54
- $20k
137
$20k-40k
120
$40k-60k
113
$60k-80k
102
$80k-100k
89
$100k-125k
77
$125k +
60
No College
126
College
99
Adv. Degree
75

Understand Kool-Aid Consumer Behavior

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Kool-Aid Basket Affinity & Size

brand
basket affinity
Maruchan Ramen 5.3x
Hawaiian Punch 5.0x
Armour 4.9x
Bar-S 4.8x
basket size
index
Urgent Need (1-2 Items)
5
Express Lane (3-10 Items)
38
Fill Up (11-20 Items)
148
Pantry Stocking (21+ Items)
479

Where is Kool-Aid Purchased?

channels
index
Beauty
1
Club
86
Dollar
205
Drug
17
Food
112
Gas & Convenience
53
Mass
104
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Hawaiian Punch 1.6x
Armour 1.5x
Totino's Party Pizza 1.5x
Sunbeam 1.4x

How Did They Pay?

method
index
Cash
107
Credit
76
Debit
99
Food Stamps
265

When is Kool-Aid Purchased?

day of week
Sun
17.4%
Mon
13.1%
Tue
12.4%
Wed
11.9%
Thu
12.3%
Fri
15.5%
Sat
17.3%
time of day
Morning
14.8%
Noon
16.0%
Afternoon
33.1%
Evening
28.8%
Late
7.4%

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 Kool-Aid consumers purchase?

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Why do Kool-Aid consumers try new brands?

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Where do Kool-Aid consumers prefer to shop?

Clients

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 Kool-Aid Target Market

Arrow and target

Who actually buys Kool-Aid? Do these consumers match the intended target market of Kool-Aid?

Thought bubble

What motivates the target market to purchase Kool-Aid?

magnifying glass

What other target market should Kool-Aid look at?

venn diagram

Which other brands have a similar target market?

About Our Kool-Aid 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 retailers and brands with real-time omnichannel shopper and consumer insights. Demographic data is collected through demographic surveys taken in the apps.