Martha White Consumer Insights

Who buys Martha White? Martha White consumers are generally very low income, African American, and senior age. Martha White consumers are more likely to purchase Martha White during larger pantry stocking trips. Brands such as Duncan Hines, Sunny Meadow, and Betty Crocker also tend to be purchased in the same trip. Sample consumer insights data below.

Martha White 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
$1.96
% of Basket $ (median)
2.3%
Total Basket $ (median)
$84.24

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  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • Recent demographic data

Martha White Consumer Demographics

demographic
index
Female
102
Male
83
<24
103
25-34
94
35-44
100
45-54
101
55-64
103
65+
147
African American
131
Asian
22
Caucasian
116
Hispanic
31
demographic
index
Has Kids
103
No Kids
94
- $20k
110
$20k-40k
110
$40k-60k
110
$60k-80k
110
$80k-100k
108
$100k-125k
76
$125k +
62
No College
111
College
98
Adv. Degree
96

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Martha White Basket Affinity & Size

brand
basket affinity
Duncan Hines 5.9x
Sunny Meadow 5.6x
Betty Crocker 5.5x
Blue Bonnet 5.3x
basket size
index
Urgent Need (1-2 Items)
2
Express Lane (3-10 Items)
25
Fill Up (11-20 Items)
119
Pantry Stocking (21+ Items)
563

Where is Martha White Purchased?

channels
index
Club
0
Dollar
92
Drug
2
Food
97
Gas & Convenience
6
Mass
144
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Sunbeam 1.9x
Blue Bonnet 1.8x
Sunny Meadow 1.7x
Ro-Tel 1.7x

How Did They Pay?

method
index
Cash
77
Credit
87
Debit
116
Food Stamps
182

When is Martha White Purchased?

day of week
Sun
16.5%
Mon
13.7%
Tue
12.6%
Wed
11.7%
Thu
12.0%
Fri
14.9%
Sat
18.7%
time of day
Morning
14.7%
Noon
16.9%
Afternoon
35.1%
Evening
27.1%
Late
6.2%

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 Martha White consumers purchase?

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Why do Martha White consumers try new brands?

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Where do Martha White consumers prefer to shop?

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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 Martha White Target Market

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

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What motivates the target market to purchase Martha White?

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What other target market should Martha White 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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