Morton Consumer Insights

Who buys Morton?

A Morton consumer is generally higher income, Asian, and senior age. Morton consumers are more likely to purchase Morton during larger pantry stocking trips. Brands such as Mccormick, Domino, and French's also tend to be purchased in the same trip. See sample consumer insights data below.

Morton Consumer Receipt Data

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

Brand $ per Basket
$1.68
% of Basket $ (median)
3.1%
Total Basket $ (median)
$54.97

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!

Morton Consumer Demographics

demographic
index
Female
99
Male
113
<24
84
25-34
82
35-44
98
45-54
108
55-64
135
65+
162
African American
88
Asian
105
Caucasian
104
Hispanic
70
demographic
index
Has Kids
94
No Kids
114
- $20k
81
$20k-40k
86
$40k-60k
102
$60k-80k
105
$80k-100k
108
$100k-125k
110
$125k +
103
No College
112
College
96
Adv. Degree
103

Understand Morton Consumer Behavior

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Morton Basket Affinity & Size

brand
basket affinity
Mccormick 5.5x
Domino 4.9x
French's 4.4x
Hefty 4.1x
basket size
index
Urgent Need (1-2 Items)
14
Express Lane (3-10 Items)
57
Fill Up (11-20 Items)
159
Pantry Stocking (21+ Items)
380

Where is Morton Purchased?

channels
index
Club
179
Dollar
10
Drug
46
Food
79
Gas & Convenience
17
Mass
112
regions
hover to view index

What Else Do They Buy?

brand
household affinity
King's Hawaiian 1.2x
Hefty 1.2x
Armour 1.2x
Vlasic 1.2x

How Did They Pay?

method
index
Cash
103
Credit
113
Debit
92
Food Stamps
71

When is Morton Purchased?

day of week
Sun
17.6%
Mon
13.3%
Tue
12.7%
Wed
11.5%
Thu
10.9%
Fri
14.4%
Sat
19.7%
time of day
Morning
16.2%
Noon
18.4%
Afternoon
35.2%
Evening
24.9%
Late
5.3%

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Find Answers to Questions

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Which brands do Morton consumers switch to?

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Why do consumers stop buying Morton products?

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Which retailers do Morton shoppers prefer to shop at?

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What motivates consumers to try Morton products?

Research the Morton Target Market

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

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What motivates the target market to buy Morton?

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What other target market should Morton look at?

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Which other brands have a similar target market?

About Our Morton 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.