Now and Later Consumer Insights

Who buys Now and Later?

A Now and Later consumer is generally very low income, African American, and adolescent age. Now and Later consumers are more likely to purchase Now and Later during larger pantry stocking trips. Brands such as Skittles, Snickers, and Powerade also tend to be purchased in the same trip. See sample consumer insights data below.

Now and Later Basket Penetration

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

Brand $ per Basket
$1.00
% of Basket $ (median)
8.4%
Total Basket $ (median)
$11.94

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!

Now and Later Consumer Demographics

demographic
index
Female
102
Male
79
<24
141
25-34
101
35-44
107
45-54
105
55-64
55
65+
30
African American
763
Asian
67
Caucasian
67
Hispanic
116
demographic
index
Has Kids
113
No Kids
71
- $20k
138
$20k-40k
110
$40k-60k
99
$60k-80k
90
$80k-100k
111
$100k-125k
94
$125k +
72
No College
120
College
97
Adv. Degree
90

Understand Now and Later 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

Now and Later Basket Affinity & Size

brand
basket affinity
Skittles 21.4x
Snickers 11.8x
Powerade 10.0x
Wrigley's Extra 9.8x
basket size
index
Urgent Need (1-2 Items)
24
Express Lane (3-10 Items)
115
Fill Up (11-20 Items)
156
Pantry Stocking (21+ Items)
162

Where is Now and Later Purchased?

channels
index
Club
30
Dollar
3808
Drug
47
Food
15
Gas & Convenience
162
Mass
34
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Marlboro Gold Pack 2.1x
Hawaiian Punch 2.0x
Powerade 1.9x
Gain 1.9x

How Did They Pay?

method
index
Cash
142
Credit
95
Debit
77
Food Stamps
175

When is Now and Later Purchased?

day of week
Sun
12.0%
Mon
13.0%
Tue
15.4%
Wed
14.0%
Thu
11.9%
Fri
16.1%
Sat
17.6%
time of day
Morning
11.8%
Noon
15.5%
Afternoon
34.4%
Evening
31.9%
Late
6.4%

Get More Now and Later Data

Contact us for the latest Now and Later consumer demographic and purchase data.

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Find Answers to Questions

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Which brands do Now and Later consumers switch to?

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Why do consumers stop buying Now and Later products?

Store front

Which retailers do Now and Later shoppers prefer to shop at?

Sale sign

What motivates consumers to try Now and Later products?

Research the Now and Later Target Market

Arrow and target

Who actually buys Now and Later? Do these consumers match the intended target market of Now and Later?

Thought bubble

What motivates the target market to buy Now and Later?

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What other target market should Now and Later look at?

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Which other brands have a similar target market?

About Our Now and Later 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.