O.B. Consumer Insights

Who buys O.B.? A O.B. consumer is generally very high income, Caucasian, and lower middle age. O.B. consumers are more likely to purchase O.B. during larger pantry stocking trips. Brands such as Always, Oral-B, and Nabisco Triscuit also tend to be purchased in the same trip. Sample consumer insights data below.

O.B. 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
$6.49
% of Basket $ (median)
17.5%
Total Basket $ (median)
$37.19

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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

O.B. Consumer Demographics

demographic
index
Female
104
Male
65
<24
83
25-34
80
35-44
131
45-54
107
55-64
30
65+
15
African American
66
Asian
76
Caucasian
111
Hispanic
45
demographic
index
Has Kids
102
No Kids
97
- $20k
101
$20k-40k
88
$40k-60k
91
$60k-80k
95
$80k-100k
102
$100k-125k
106
$125k +
128
No College
72
College
99
Adv. Degree
140

Understand O.B. Consumer Behavior

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O.B. Basket Affinity & Size

brand
basket affinity
Always 11.9x
Oral-B 7.3x
Nabisco Triscuit 7.1x
Secret 6.9x
basket size
index
Urgent Need (1-2 Items)
40
Express Lane (3-10 Items)
89
Fill Up (11-20 Items)
133
Pantry Stocking (21+ Items)
242

Where is O.B. Purchased?

channels
index
Drug
354
Food
74
Gas & Convenience
11
Mass
113
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Horizon Organic 1.8x
Boars Head 1.7x
Lindt 1.6x
Oroweat 1.5x

How Did They Pay?

method
index
Cash
109
Credit
117
Debit
86
Food Stamps
26

When is O.B. Purchased?

day of week
Sun
14.3%
Mon
15.0%
Tue
12.8%
Wed
13.4%
Thu
12.2%
Fri
16.0%
Sat
16.4%
time of day
Morning
18.2%
Noon
17.5%
Afternoon
33.5%
Evening
25.1%
Late
5.8%

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 O.B. consumers purchase?

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Why do O.B. consumers try new brands?

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Where do O.B. 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 O.B. Target Market

Arrow and target

Who actually buys O.B.? Do these consumers match the intended target market of O.B.?

Thought bubble

What motivates the target market to purchase O.B.?

magnifying glass

What other target market should O.B. 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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