Not Your Mother's Consumer Insights

Who buys Not Your Mother's? A Not Your Mother's consumer is generally very low income, Caucasian, and adolescent age. Not Your Mother's consumers are more likely to purchase Not Your Mother's during larger pantry stocking trips. Brands such as Neutrogena, Secret, and TRESemme also tend to be purchased in the same trip. Sample consumer insights data below.

Not Your Mother'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
$4.79
% of Basket $ (median)
11.0%
Total Basket $ (median)
$43.74

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  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • Recent demographic data

Not Your Mother's Consumer Demographics

demographic
index
Female
103
Male
71
<24
228
25-34
118
35-44
91
45-54
103
55-64
54
65+
27
African American
15
Asian
76
Caucasian
110
Hispanic
79
demographic
index
Has Kids
92
No Kids
118
- $20k
119
$20k-40k
99
$40k-60k
102
$60k-80k
102
$80k-100k
93
$100k-125k
107
$125k +
85
No College
86
College
105
Adv. Degree
93

Understand Not Your Mother's Consumer Behavior

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Not Your Mother's Basket Affinity & Size

brand
basket affinity
Neutrogena 16.4x
Secret 10.2x
TRESemme 9.1x
YoCrunch 8.2x
basket size
index
Urgent Need (1-2 Items)
28
Express Lane (3-10 Items)
101
Fill Up (11-20 Items)
134
Pantry Stocking (21+ Items)
229

Where is Not Your Mother's Purchased?

channels
index
Beauty
5069
Dollar
28
Drug
281
Food
11
Mass
147
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Dannon Oikos 1.5x
Neutrogena 1.4x
Lean Cuisine 1.3x
CoverGirl 1.3x

How Did They Pay?

method
index
Cash
92
Credit
95
Debit
119
Food Stamps
26

When is Not Your Mother's Purchased?

day of week
Sun
17.9%
Mon
12.2%
Tue
11.8%
Wed
12.4%
Thu
11.6%
Fri
14.8%
Sat
19.3%
time of day
Morning
11.4%
Noon
15.9%
Afternoon
36.4%
Evening
28.7%
Late
7.6%

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 Not Your Mother's consumers purchase?

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Why do Not Your Mother's consumers try new brands?

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Where do Not Your Mother's consumers prefer to shop?

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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 Not Your Mother's Target Market

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Who actually buys Not Your Mother's? Do these consumers match the intended target market of Not Your Mother's?

Thought bubble

What motivates the target market to purchase Not Your Mother's?

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What other target market should Not Your Mother'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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