Midol Consumer Insights

Who buys Midol?

A Midol consumer is generally very low income, African American, and adolescent age. Midol consumers are more likely to purchase Midol during larger pantry stocking trips. Brands such as Always, Olay, and Glade also tend to be purchased in the same trip. See sample consumer insights data below.

Midol Basket Penetration

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

Brand $ per Basket
$5.29
% of Basket $ (median)
18.0%
Total Basket $ (median)
$29.46

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!

Midol Consumer Demographics

demographic
index
Female
102
Male
78
<24
172
25-34
130
35-44
93
45-54
94
55-64
51
65+
20
African American
139
Asian
98
Caucasian
96
Hispanic
120
demographic
index
Has Kids
92
No Kids
117
- $20k
174
$20k-40k
138
$40k-60k
99
$60k-80k
84
$80k-100k
81
$100k-125k
67
$125k +
77
No College
115
College
102
Adv. Degree
74

Understand Midol Consumer Behavior

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Midol Basket Affinity & Size

brand
basket affinity
Always 23.3x
Olay 8.2x
Glade 8.2x
Secret 7.4x
basket size
index
Urgent Need (1-2 Items)
47
Express Lane (3-10 Items)
95
Fill Up (11-20 Items)
126
Pantry Stocking (21+ Items)
214

Where is Midol Purchased?

channels
index
Beauty
74
Club
1
Dollar
329
Drug
401
Food
14
Gas & Convenience
3
Mass
136
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Red Bull 1.4x
Ruffles 1.4x
Hawaiian Punch 1.4x
CoverGirl 1.4x

How Did They Pay?

method
index
Cash
148
Credit
78
Debit
103
Food Stamps
55

When is Midol Purchased?

day of week
Sun
16.2%
Mon
13.7%
Tue
11.7%
Wed
12.0%
Thu
11.9%
Fri
16.2%
Sat
18.2%
time of day
Morning
17.2%
Noon
14.8%
Afternoon
30.0%
Evening
28.0%
Late
10.0%

Get More Midol Data

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

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Find Answers to Questions

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Which brands do Midol consumers switch to?

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Why do consumers stop buying Midol products?

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Which retailers do Midol shoppers prefer to shop at?

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What motivates consumers to try Midol products?

Research the Midol Target Market

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

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What motivates the target market to buy Midol?

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What other target market should Midol look at?

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Which other brands have a similar target market?

About Our Midol 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.