Play-Doh Consumer Insights

Who buys Play-Doh? A Play-Doh consumer is generally slightly higher income, Asian, and young adult age. Play-Doh consumers are more likely to purchase Play-Doh during larger pantry stocking trips. Brands such as Crayola, Archer Farms, and Oral-B also tend to be purchased in the same trip. Sample consumer insights data below.

Play-Doh 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
$5.49
% of Basket $ (median)
11.9%
Total Basket $ (median)
$46.32

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  • Behavioral data
  • Attitudinal surveys
  • Recent demographic data

Play-Doh Consumer Demographics

demographic
index
Female
103
Male
70
<24
56
25-34
136
35-44
115
45-54
52
55-64
59
65+
45
African American
59
Asian
142
Caucasian
95
Hispanic
130
demographic
index
Has Kids
123
No Kids
47
- $20k
83
$20k-40k
90
$40k-60k
105
$60k-80k
103
$80k-100k
106
$100k-125k
101
$125k +
105
No College
88
College
102
Adv. Degree
105

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Play-Doh Basket Affinity & Size

brand
basket affinity
Crayola 28.7x
Archer Farms 7.9x
Oral-B 6.1x
Gerber Graduates 6.0x
basket size
index
Urgent Need (1-2 Items)
26
Express Lane (3-10 Items)
90
Fill Up (11-20 Items)
160
Pantry Stocking (21+ Items)
238

Where is Play-Doh Purchased?

channels
index
Dollar
269
Drug
84
Food
10
Gas & Convenience
3
Mass
189
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Dannon Danimals 1.8x
Gerber Graduates 1.7x
Huggies 1.6x
Yoplait Go-Gurt 1.6x

How Did They Pay?

method
index
Cash
95
Credit
91
Debit
118
Food Stamps
38

When is Play-Doh Purchased?

day of week
Sun
13.3%
Mon
11.6%
Tue
11.2%
Wed
11.8%
Thu
14.5%
Fri
18.6%
Sat
19.0%
time of day
Morning
14.8%
Noon
18.9%
Afternoon
31.7%
Evening
26.9%
Late
7.7%

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 Play-Doh consumers purchase?

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Why do Play-Doh consumers try new brands?

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Where do Play-Doh consumers prefer to shop?

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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 Play-Doh Target Market

Arrow and target

Who actually buys Play-Doh? Do these consumers match the intended target market of Play-Doh?

Thought bubble

What motivates the target market to purchase Play-Doh?

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What other target market should Play-Doh 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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