Milky Way Consumer Insights

Who buys Milky Way?

A Milky Way consumer is generally lower income, Caucasian, and senior age. Milky Way consumers are more likely to purchase Milky Way during larger pantry stocking trips. Brands such as Twix, Snickers, and Kit Kat also tend to be purchased in the same trip. See sample consumer insights data below.

Milky Way Basket Penetration

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

Brand $ per Basket
$1.78
% of Basket $ (median)
6.8%
Total Basket $ (median)
$26.08

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!

Milky Way Consumer Demographics

demographic
index
Female
102
Male
83
<24
90
25-34
92
35-44
92
45-54
114
55-64
124
65+
129
African American
72
Asian
62
Caucasian
108
Hispanic
72
demographic
index
Has Kids
90
No Kids
122
- $20k
102
$20k-40k
108
$40k-60k
104
$60k-80k
105
$80k-100k
89
$100k-125k
102
$125k +
83
No College
111
College
98
Adv. Degree
96

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Milky Way Basket Affinity & Size

brand
basket affinity
Twix 26.4x
Snickers 23.3x
Kit Kat 11.3x
Reese's Peanut Butter Cups 9.3x
basket size
index
Urgent Need (1-2 Items)
17
Express Lane (3-10 Items)
90
Fill Up (11-20 Items)
156
Pantry Stocking (21+ Items)
264

Where is Milky Way Purchased?

channels
index
Beauty
11165
Club
38
Dollar
306
Drug
184
Food
65
Gas & Convenience
139
Mass
71
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Diet Pepsi 1.3x
Cadbury 1.3x
Twix 1.3x
Hostess 1.3x

How Did They Pay?

method
index
Cash
108
Credit
108
Debit
92
Food Stamps
81

When is Milky Way Purchased?

day of week
Sun
13.2%
Mon
12.2%
Tue
13.9%
Wed
12.4%
Thu
13.8%
Fri
15.7%
Sat
18.7%
time of day
Morning
12.2%
Noon
16.3%
Afternoon
37.7%
Evening
28.0%
Late
5.8%

Get More Milky Way Data

Contact us for the latest Milky Way consumer demographic and purchase data.

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Find Answers to Questions

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Which brands do Milky Way consumers switch to?

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Why do consumers stop buying Milky Way products?

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Which retailers do Milky Way shoppers prefer to shop at?

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What motivates consumers to try Milky Way products?

Research the Milky Way Target Market

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

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What motivates the target market to buy Milky Way?

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What other target market should Milky Way look at?

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Which other brands have a similar target market?

About Our Milky Way 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.