Mike and Ike Consumer Insights

Who buys Mike and Ike? Mike and Ike consumers are generally slightly lower income, African American, and upper middle age. Mike and Ike consumers are more likely to purchase Mike and Ike during larger pantry stocking trips. Brands such as Skittles, Twizzlers, and M&M's also tend to be purchased in the same trip. Sample consumer insights data below.

Mike and Ike 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
$1.00
% of Basket $ (median)
5.1%
Total Basket $ (median)
$19.46

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  • Behavioral data
  • Attitudinal surveys
  • Recent demographic data

Mike and Ike Consumer Demographics

demographic
index
Female
100
Male
102
<24
82
25-34
91
35-44
106
45-54
113
55-64
88
65+
56
African American
180
Asian
62
Caucasian
103
Hispanic
70
demographic
index
Has Kids
105
No Kids
88
- $20k
94
$20k-40k
92
$40k-60k
111
$60k-80k
101
$80k-100k
98
$100k-125k
99
$125k +
99
No College
94
College
103
Adv. Degree
95

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Mike and Ike Basket Affinity & Size

brand
basket affinity
Skittles 25.3x
Twizzlers 11.3x
M&M's 8.3x
Kit Kat 5.5x
basket size
index
Urgent Need (1-2 Items)
15
Express Lane (3-10 Items)
97
Fill Up (11-20 Items)
154
Pantry Stocking (21+ Items)
248

Where is Mike and Ike Purchased?

channels
index
Beauty
2
Club
72
Dollar
710
Drug
264
Food
53
Gas & Convenience
88
Mass
93
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Twizzlers 1.5x
Skittles 1.4x
Cadbury 1.4x
Hawaiian Punch 1.4x

How Did They Pay?

method
index
Cash
138
Credit
93
Debit
89
Food Stamps
101

When is Mike and Ike Purchased?

day of week
Sun
14.8%
Mon
12.2%
Tue
11.6%
Wed
12.7%
Thu
13.7%
Fri
16.8%
Sat
18.2%
time of day
Morning
12.4%
Noon
15.8%
Afternoon
34.9%
Evening
29.6%
Late
7.3%

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 Mike and Ike consumers purchase?

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Why do Mike and Ike consumers try new brands?

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Where do Mike and Ike 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 Mike and Ike Target Market

Arrow and target

Who actually buys Mike and Ike? Do these consumers match the intended target market of Mike and Ike?

Thought bubble

What motivates the target market to purchase Mike and Ike?

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What other target market should Mike and Ike 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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