Old Spice Consumer Insights

Who buys Old Spice? A Old Spice consumer is generally very low income, Hispanic, and adolescent age. Old Spice consumers are more likely to purchase Old Spice during larger pantry stocking trips. Brands such as Secret, Olay, and Crest also tend to be purchased in the same trip. Sample consumer insights data below.

Old Spice 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
$3.99
% of Basket $ (median)
9.2%
Total Basket $ (median)
$43.23

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

Old Spice Consumer Demographics

demographic
index
Female
99
Male
107
<24
149
25-34
134
35-44
89
45-54
88
55-64
68
65+
57
African American
89
Asian
96
Caucasian
97
Hispanic
130
demographic
index
Has Kids
100
No Kids
99
- $20k
118
$20k-40k
111
$40k-60k
107
$60k-80k
99
$80k-100k
96
$100k-125k
89
$125k +
79
No College
109
College
101
Adv. Degree
83

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Old Spice Basket Affinity & Size

brand
basket affinity
Secret 11.8x
Olay 7.7x
Crest 6.7x
Listerine 6.5x
basket size
index
Urgent Need (1-2 Items)
15
Express Lane (3-10 Items)
73
Fill Up (11-20 Items)
157
Pantry Stocking (21+ Items)
328

Where is Old Spice Purchased?

channels
index
Beauty
16
Club
12
Dollar
133
Drug
153
Food
58
Gas & Convenience
4
Mass
146
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Red Bull 1.3x
Monster Energy 1.3x
Charmin 1.2x
Sweet Baby Ray's 1.2x

How Did They Pay?

method
index
Cash
105
Credit
84
Debit
112
Food Stamps
41

When is Old Spice Purchased?

day of week
Sun
17.5%
Mon
12.5%
Tue
12.1%
Wed
12.2%
Thu
12.1%
Fri
15.1%
Sat
18.5%
time of day
Morning
14.1%
Noon
16.2%
Afternoon
31.9%
Evening
29.0%
Late
8.7%

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 Old Spice consumers purchase?

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Why do Old Spice consumers try new brands?

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Where do Old Spice consumers prefer to shop?

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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 Old Spice Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Old Spice?

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What other target market should Old Spice 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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