Plaid Consumer Insights

Who buys Plaid?

A Plaid consumer is generally very low income, Caucasian, and adolescent age. Plaid consumers are more likely to purchase Plaid during larger pantry stocking trips. Brands such as Crayola, Farmers Market, and Armour also tend to be purchased in the same trip. See sample consumer insights data below.

Plaid Basket Penetration

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

Brand $ per Basket
$3.88
% of Basket $ (median)
5.4%
Total Basket $ (median)
$72.35

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!

Plaid Consumer Demographics

demographic
index
Female
103
Male
67
<24
185
25-34
115
35-44
96
45-54
89
55-64
80
65+
56
African American
47
Asian
38
Caucasian
111
Hispanic
79
demographic
index
Has Kids
103
No Kids
93
- $20k
126
$20k-40k
123
$40k-60k
113
$60k-80k
102
$80k-100k
87
$100k-125k
78
$125k +
63
No College
105
College
103
Adv. Degree
82

Understand Plaid Consumer Behavior

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Plaid Basket Affinity & Size

brand
basket affinity
Crayola 7.6x
Farmers Market 5.7x
Armour 5.4x
Hefty 5.1x
basket size
index
Urgent Need (1-2 Items)
9
Express Lane (3-10 Items)
71
Fill Up (11-20 Items)
195
Pantry Stocking (21+ Items)
303

Where is Plaid Purchased?

channels
index
Drug
0
Food
0
Mass
219
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Sunbeam 1.7x
Armour 1.7x
Blue Bonnet 1.7x
Totino's Party Pizza 1.7x

How Did They Pay?

method
index
Cash
100
Credit
82
Debit
123
Food Stamps
77

When is Plaid Purchased?

day of week
Sun
14.6%
Mon
13.7%
Tue
12.4%
Wed
13.2%
Thu
12.1%
Fri
16.7%
Sat
17.3%
time of day
Morning
14.2%
Noon
16.5%
Afternoon
34.4%
Evening
26.4%
Late
8.4%

Get More Plaid Data

Contact us for the latest Plaid consumer demographic and purchase data.

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Find Answers to Questions

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Which brands do Plaid consumers switch to?

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Why do consumers stop buying Plaid products?

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Which retailers do Plaid shoppers prefer to shop at?

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What motivates consumers to try Plaid products?

Research the Plaid Target Market

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

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What motivates the target market to buy Plaid?

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What other target market should Plaid look at?

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Which other brands have a similar target market?

About Our Plaid 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.