M&M's Consumer Insights

Who buys M&M's? M&M's consumers are generally higher income, Caucasian, and older age. M&M's consumers are more likely to purchase M&M's during larger pantry stocking trips. Brands such as Twix, Skittles, and Snickers also tend to be purchased in the same trip. Sample consumer insights data below.

M&M's 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
$2.68
% of Basket $ (median)
8.3%
Total Basket $ (median)
$32.32

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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

M&M's Consumer Demographics

demographic
index
Female
101
Male
89
<24
84
25-34
91
35-44
98
45-54
108
55-64
119
65+
113
African American
77
Asian
81
Caucasian
106
Hispanic
76
demographic
index
Has Kids
99
No Kids
103
- $20k
94
$20k-40k
92
$40k-60k
101
$60k-80k
103
$80k-100k
103
$100k-125k
104
$125k +
100
No College
95
College
100
Adv. Degree
105

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M&M's Basket Affinity & Size

brand
basket affinity
Twix 10.5x
Skittles 9.9x
Snickers 9.5x
Hershey's Kisses 8.7x
basket size
index
Urgent Need (1-2 Items)
20
Express Lane (3-10 Items)
94
Fill Up (11-20 Items)
156
Pantry Stocking (21+ Items)
246

Where is M&M's Purchased?

channels
index
Beauty
9
Club
105
Dollar
162
Drug
263
Food
73
Gas & Convenience
122
Mass
92
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Yoplait Light 1.1x
Duncan Hines 1.1x
Diet Pepsi 1.1x
Gold Peak 1.1x

How Did They Pay?

method
index
Cash
109
Credit
103
Debit
95
Food Stamps
84

When is M&M's Purchased?

day of week
Sun
14.1%
Mon
12.8%
Tue
13.0%
Wed
13.5%
Thu
13.8%
Fri
15.9%
Sat
16.8%
time of day
Morning
15.4%
Noon
17.3%
Afternoon
34.7%
Evening
26.6%
Late
6.0%

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 M&M's consumers purchase?

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Why do M&M's consumers try new brands?

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Where do M&M's 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 M&M's Target Market

Arrow and target

Who actually buys M&M's? Do these consumers match the intended target market of M&M's?

Thought bubble

What motivates the target market to purchase M&M's?

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What other target market should M&M's 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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