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. See sample consumer insights data below.

Not Your Mother's Basket Penetration

We analyzed our users' shopping receipts to generate this sample basket penetration data.

Brand $ per Basket
$4.79
% of Basket $ (median)
11.0%
Total Basket $ (median)
$43.74

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!

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

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

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
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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%

Get More Not Your Mother's Data

Contact us for the latest Not Your Mother's consumer demographic and purchase data.

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Find Answers to Questions

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Which brands do Not Your Mother's consumers switch to?

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Why do consumers stop buying Not Your Mother's products?

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Which retailers do Not Your Mother's shoppers prefer to shop at?

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What motivates consumers to try Not Your Mother's products?

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?

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

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What other target market should Not Your Mother's look at?

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Which other brands have a similar target market?

About Our Not Your Mother's 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.