Midol Consumer Insights

Who buys Midol? Midol consumers are 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. Sample consumer insights data below.

Midol 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
$5.29
% of Basket $ (median)
18.0%
Total Basket $ (median)
$29.46

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Contact our sales team for real-time data and deeper insights, including:

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

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%

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 Midol consumers purchase?

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Why do Midol consumers try new brands?

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Where do Midol consumers prefer to shop?

Clients

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 Midol Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Midol?

magnifying glass

What other target market should Midol 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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