Moon Pie Consumer Insights

Who buys Moon Pie?

A Moon Pie consumer is generally very low income, African American, and senior age. Moon Pie consumers are more likely to purchase Moon Pie during larger pantry stocking trips. Brands such as Hunt's Snack Pack, Armour, and Little Debbie also tend to be purchased in the same trip. Sample consumer insights data below.

Moon Pie 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
$2.24
% of Basket $ (median)
5.4%
Total Basket $ (median)
$41.28

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

Moon Pie Consumer Demographics

demographic
index
Female
101
Male
86
<24
82
25-34
84
35-44
88
45-54
130
55-64
129
65+
151
African American
202
Asian
25
Caucasian
109
Hispanic
45
demographic
index
Has Kids
88
No Kids
128
- $20k
155
$20k-40k
130
$40k-60k
114
$60k-80k
106
$80k-100k
79
$100k-125k
62
$125k +
51
No College
132
College
95
Adv. Degree
88

Understand Moon Pie Consumer Behavior

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Moon Pie Basket Affinity & Size

brand
basket affinity
Hunt's Snack Pack 10.1x
Armour 7.4x
Little Debbie 7.1x
Sunbeam 7.0x
basket size
index
Urgent Need (1-2 Items)
11
Express Lane (3-10 Items)
82
Fill Up (11-20 Items)
166
Pantry Stocking (21+ Items)
294

Where is Moon Pie Purchased?

channels
index
Club
225
Dollar
1066
Drug
48
Food
26
Gas & Convenience
1
Mass
98
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Sunbeam 2.1x
Armour 2.0x
Diet Mountain Dew 2.0x
Sunny Meadow 1.9x

How Did They Pay?

method
index
Cash
114
Credit
81
Debit
104
Food Stamps
179

When is Moon Pie Purchased?

day of week
Sun
15.3%
Mon
13.7%
Tue
11.7%
Wed
13.7%
Thu
12.7%
Fri
15.2%
Sat
17.7%
time of day
Morning
15.3%
Noon
18.0%
Afternoon
32.0%
Evening
29.3%
Late
5.5%

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 Moon Pie consumers purchase?

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Why do Moon Pie consumers try new brands?

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Where do Moon Pie 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 Moon Pie Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Moon Pie?

magnifying glass

What other target market should Moon Pie look at?

venn diagram

Which other brands have a similar target market?

About Our Moon Pie 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.