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. See sample consumer insights data below.

Mitchum Basket Penetration

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

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

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!

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

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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%

Get More Mitchum Data

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

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Find Answers to Questions

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Which brands do Mitchum consumers switch to?

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Why do consumers stop buying Mitchum products?

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Which retailers do Mitchum shoppers prefer to shop at?

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What motivates consumers to try Mitchum products?

Research the Mitchum Target Market

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

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What motivates the target market to buy Mitchum?

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What other target market should Mitchum look at?

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