M&M's Consumer Insights

Who buys M&M's?

A M&M's consumer is 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. See sample consumer insights data below.

M&M's Consumer Receipt Data

The sample data below is captured directly from our users' consumer shopping receipts.

Brand $ per Basket
$2.68
% of Basket $ (median)
8.3%
Total Basket $ (median)
$32.32

Access all the Data

Get in touch with our team to learn more about our InfoScout Insights™ platform. It includes:

  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • And more!

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

Understand M&M's 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

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%

About Our M&M's Consumer Insights

How do we know who buys M&M's? InfoScout has hundreds of thousands of monthly active users 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. This is just a sample of the M&M's consumer and demographic data we get from millions of receipts. Get in touch with our team to learn more about the full power of our InfoScout Insights™ platform.