Mitchum Consumer Insights

Who buys Mitchum?

A Mitchum consumer is generally lower income, African American, and senior age. Mitchum consumers are more likely to purchase Mitchum during larger pantry stocking trips. Brands such as Listerine, Oral-B, and Olay also tend to be purchased in the same trip. Sample consumer insights data below.

Mitchum Basket Penetration

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

Data shown is from 2014-2015. Contact us for real-time data.

Brand $ per Basket
$4.19
% of Basket $ (median)
14.1%
Total Basket $ (median)
$29.65

Get Better Data

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

Mitchum Consumer Demographics

demographic
index
Female
101
Male
92
<24
94
25-34
108
35-44
89
45-54
106
55-64
108
65+
120
African American
194
Asian
92
Caucasian
90
Hispanic
138
demographic
index
Has Kids
93
No Kids
116
- $20k
95
$20k-40k
110
$40k-60k
104
$60k-80k
102
$80k-100k
93
$100k-125k
97
$125k +
90
No College
93
College
102
Adv. Degree
97

Understand Mitchum Consumer Behavior

Leading brands and retailers use our consumer and shopper insights data to increase ROI, retain shoppers and consumers, find new opportunities, and more. Understand My Consumers

Mitchum Basket Affinity & Size

brand
basket affinity
Listerine 10.6x
Oral-B 7.9x
Olay 7.1x
Colgate 6.8x
basket size
index
Urgent Need (1-2 Items)
26
Express Lane (3-10 Items)
89
Fill Up (11-20 Items)
153
Pantry Stocking (21+ Items)
251

Where is Mitchum Purchased?

channels
index
Beauty
33
Dollar
48
Drug
537
Food
50
Gas & Convenience
1
Mass
101
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Huggies 1.5x
Canada Dry 1.5x
Scott 1.5x
Marlboro Gold Pack 1.5x

How Did They Pay?

method
index
Cash
139
Credit
91
Debit
96
Food Stamps
44

When is Mitchum Purchased?

day of week
Sun
17.4%
Mon
13.4%
Tue
12.3%
Wed
13.0%
Thu
12.5%
Fri
13.5%
Sat
17.9%
time of day
Morning
16.6%
Noon
15.6%
Afternoon
32.7%
Evening
27.0%
Late
8.1%

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 Mitchum consumers purchase?

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Why do Mitchum consumers try new brands?

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Where do Mitchum 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 Mitchum Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Mitchum?

magnifying glass

What other target market should Mitchum look at?

venn diagram

Which other brands have a similar target market?

About Our Mitchum 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 retailers and brands with real-time omnichannel shopper and consumer insights. Demographic data is collected through demographic surveys taken in the apps.