Little Debbie Consumer Insights

Who buys Little Debbie? A Little Debbie consumer is generally very low income, African American, and lower middle age. Little Debbie consumers are more likely to purchase Little Debbie during larger pantry stocking trips. Brands such as Kelloggs Pop Tarts, Sunbeam, and Totino's Party Pizza also tend to be purchased in the same trip. Sample consumer insights data below.

Little Debbie Basket Penetration

The sample data below comes from real shopping receipts. InfoScout has America's largest purchase panel, and captures 1 in every 500 shopping trips. Learn more about our data

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

Brand $ per Basket
$1.99
% of Basket $ (median)
4.3%
Total Basket $ (median)
$45.81

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  • Recent demographic data

Little Debbie Consumer Demographics

demographic
index
Female
102
Male
78
<24
87
25-34
95
35-44
108
45-54
100
55-64
88
65+
75
African American
130
Asian
32
Caucasian
111
Hispanic
63
demographic
index
Has Kids
110
No Kids
78
- $20k
120
$20k-40k
117
$40k-60k
112
$60k-80k
106
$80k-100k
95
$100k-125k
78
$125k +
63
No College
133
College
97
Adv. Degree
74

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Little Debbie Basket Affinity & Size

brand
basket affinity
Kelloggs Pop Tarts 4.9x
Sunbeam 4.8x
Totino's Party Pizza 4.6x
Armour 4.3x
basket size
index
Urgent Need (1-2 Items)
9
Express Lane (3-10 Items)
54
Fill Up (11-20 Items)
146
Pantry Stocking (21+ Items)
419

Where is Little Debbie Purchased?

channels
index
Beauty
2
Club
18
Dollar
347
Drug
12
Food
104
Gas & Convenience
61
Mass
120
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Sunbeam 1.3x
Hawaiian Punch 1.3x
Armour 1.3x
Totino's Pizza Rolls 1.3x

How Did They Pay?

method
index
Cash
105
Credit
79
Debit
107
Food Stamps
205

When is Little Debbie Purchased?

day of week
Sun
18.2%
Mon
13.4%
Tue
12.3%
Wed
12.0%
Thu
12.2%
Fri
15.0%
Sat
16.8%
time of day
Morning
14.1%
Noon
15.2%
Afternoon
33.0%
Evening
30.1%
Late
7.6%

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 Little Debbie consumers purchase?

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Why do Little Debbie consumers try new brands?

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Where do Little Debbie consumers prefer to shop?

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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 Little Debbie Target Market

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

Thought bubble

What motivates the target market to purchase Little Debbie?

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What other target market should Little Debbie look at?

venn diagram

Which other brands have a similar target market?

Where Does Our Data Come From?

InfoScout has America's largest purchase panel. We capture 1 in every 500 shopping trips because over 300,000 users upload their shopping receipts (paper and electronic) through our mobile apps. Additional data is collected through behaviorally triggered surveys taken in our apps.

Learn more about our data

What Does InfoScout Do?

InfoScout provides next generation consumer insights that explain why people buy in an omnichannel world. Our solutions include shopper profile reports, consumer surveys, buy & why studies, and insights subscriptions.

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