Lego Consumer Insights

Who buys Lego?

A Lego consumer is generally very high income, Caucasian, and lower middle age. Lego consumers are more likely to purchase Lego during larger pantry stocking trips. Brands such as Crayola, Archer Farms, and Energizer also tend to be purchased in the same trip. See sample consumer insights data below.

Lego Basket Penetration

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

Brand $ per Basket
$17.09
% of Basket $ (median)
29.7%
Total Basket $ (median)
$57.59

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!

Lego Consumer Demographics

demographic
index
Female
100
Male
96
<24
33
25-34
82
35-44
140
45-54
81
55-64
53
65+
57
African American
33
Asian
104
Caucasian
106
Hispanic
81
demographic
index
Has Kids
126
No Kids
40
- $20k
54
$20k-40k
64
$40k-60k
86
$60k-80k
102
$80k-100k
111
$100k-125k
133
$125k +
154
No College
69
College
102
Adv. Degree
127

Understand Lego Consumer Behavior

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Lego Basket Affinity & Size

brand
basket affinity
Crayola 12.0x
Archer Farms 11.4x
Energizer 5.5x
Hershey's Kisses 5.4x
basket size
index
Urgent Need (1-2 Items)
58
Express Lane (3-10 Items)
91
Fill Up (11-20 Items)
134
Pantry Stocking (21+ Items)
191

Where is Lego Purchased?

channels
index
Beauty
1
Club
13
Dollar
31
Drug
19
Food
4
Gas & Convenience
1
Mass
209
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Dannon Danimals 1.6x
Yoplait Go-Gurt 1.4x
Crayola 1.3x
Horizon Organic 1.3x

How Did They Pay?

method
index
Cash
78
Credit
103
Debit
118
Food Stamps
17

When is Lego Purchased?

day of week
Sun
14.4%
Mon
11.4%
Tue
10.6%
Wed
10.7%
Thu
12.6%
Fri
18.8%
Sat
21.4%
time of day
Morning
14.6%
Noon
19.0%
Afternoon
35.5%
Evening
24.8%
Late
6.2%

Get More Lego Data

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

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Find Answers to Questions

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Which brands do Lego consumers switch to?

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Why do consumers stop buying Lego products?

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Which retailers do Lego shoppers prefer to shop at?

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What motivates consumers to try Lego products?

Research the Lego Target Market

Arrow and target

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

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What motivates the target market to buy Lego?

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What other target market should Lego look at?

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Which other brands have a similar target market?

About Our Lego 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.