Kraft Consumer Insights

Who buys Kraft?

A Kraft consumer is generally median income, Caucasian, and upper middle age. Kraft consumers are more likely to purchase Kraft during larger pantry stocking trips. Brands such as Old El Paso, Hillshire Farm, and Hormel also tend to be purchased in the same trip. See sample consumer insights data below.

Kraft Basket Penetration

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

Brand $ per Basket
$3.50
% of Basket $ (median)
5.4%
Total Basket $ (median)
$64.28

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!

Kraft Consumer Demographics

demographic
index
Female
101
Male
91
<24
90
25-34
94
35-44
103
45-54
103
55-64
101
65+
100
African American
102
Asian
69
Caucasian
105
Hispanic
89
demographic
index
Has Kids
103
No Kids
92
- $20k
95
$20k-40k
97
$40k-60k
100
$60k-80k
103
$80k-100k
103
$100k-125k
102
$125k +
98
No College
100
College
100
Adv. Degree
99

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Kraft Basket Affinity & Size

brand
basket affinity
Old El Paso 3.9x
Hillshire Farm 3.4x
Hormel 3.4x
French's 3.3x
basket size
index
Urgent Need (1-2 Items)
5
Express Lane (3-10 Items)
42
Fill Up (11-20 Items)
155
Pantry Stocking (21+ Items)
458

Where is Kraft Purchased?

channels
index
Beauty
6
Club
71
Dollar
87
Drug
29
Food
140
Gas & Convenience
17
Mass
91
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Yoplait Light 1.0x
Hormel 1.0x
Duncan Hines 1.0x
Crayola 1.0x

How Did They Pay?

method
index
Cash
98
Credit
98
Debit
99
Food Stamps
143

When is Kraft Purchased?

day of week
Sun
17.8%
Mon
13.3%
Tue
12.3%
Wed
12.2%
Thu
11.9%
Fri
15.0%
Sat
17.5%
time of day
Morning
14.4%
Noon
16.9%
Afternoon
34.8%
Evening
27.6%
Late
6.3%

Get More Kraft Data

Contact us for the latest Kraft consumer demographic and purchase data.

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Find Answers to Questions

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Which brands do Kraft consumers switch to?

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Why do consumers stop buying Kraft products?

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Which retailers do Kraft shoppers prefer to shop at?

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What motivates consumers to try Kraft products?

Research the Kraft Target Market

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

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What motivates the target market to buy Kraft?

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What other target market should Kraft look at?

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Which other brands have a similar target market?

About Our Kraft 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.