Krispy Kreme Consumer Insights

Who buys Krispy Kreme?

A Krispy Kreme consumer is generally very low income, African American, and senior age. Krispy Kreme consumers are more likely to purchase Krispy Kreme during larger pantry stocking trips. Brands such as Little Debbie, Hostess, and Kelloggs Pop Tarts also tend to be purchased in the same trip. See sample consumer insights data below.

Krispy Kreme Consumer Receipt Data

The sample data below is captured directly from our users' consumer shopping receipts.

Brand $ per Basket
$3.98
% of Basket $ (median)
9.0%
Total Basket $ (median)
$44.39

Access all the Data

Get in touch with our team to learn more about our InfoScout Insights™ platform. It includes:

  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • And more!

Krispy Kreme Consumer Demographics

demographic
index
Female
98
Male
120
<24
94
25-34
80
35-44
101
45-54
116
55-64
111
65+
129
African American
127
Asian
50
Caucasian
108
Hispanic
70
demographic
index
Has Kids
102
No Kids
95
- $20k
115
$20k-40k
113
$40k-60k
106
$60k-80k
96
$80k-100k
93
$100k-125k
93
$125k +
82
No College
122
College
95
Adv. Degree
96

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Krispy Kreme Basket Affinity & Size

brand
basket affinity
Little Debbie 4.4x
Hostess 4.4x
Kelloggs Pop Tarts 4.1x
Chef Boyardee 4.0x
basket size
index
Urgent Need (1-2 Items)
26
Express Lane (3-10 Items)
80
Fill Up (11-20 Items)
142
Pantry Stocking (21+ Items)
293

Where is Krispy Kreme Purchased?

channels
index
Club
28
Dollar
45
Drug
48
Food
100
Gas & Convenience
483
Mass
114
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Sunbeam 1.8x
Sunny Meadow 1.7x
Diet Mountain Dew 1.7x
Armour 1.6x

How Did They Pay?

method
index
Cash
95
Credit
95
Debit
102
Food Stamps
165

When is Krispy Kreme Purchased?

day of week
Sun
15.3%
Mon
11.7%
Tue
12.5%
Wed
12.6%
Thu
13.2%
Fri
16.4%
Sat
18.2%
time of day
Morning
20.1%
Noon
12.0%
Afternoon
30.1%
Evening
27.7%
Late
10.1%

About Our Krispy Kreme Consumer Insights

How do we know who buys Krispy Kreme? InfoScout has hundreds of thousands of monthly active users 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. This is just a sample of the Krispy Kreme consumer and demographic data we get from millions of receipts. Get in touch with our team to learn more about the full power of our InfoScout Insights™ platform.