Pop Rocks Consumer Insights

Who buys Pop Rocks? A Pop Rocks consumer is generally median income, Hispanic, and lower middle age. Pop Rocks consumers are more likely to purchase Pop Rocks during larger pantry stocking trips. Brands such as Cadbury, Skittles, and Reese's also tend to be purchased in the same trip. Sample consumer insights data below.

Pop Rocks 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
$1.00
% of Basket $ (median)
5.4%
Total Basket $ (median)
$18.42

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

Pop Rocks Consumer Demographics

demographic
index
Female
103
Male
75
<24
85
25-34
93
35-44
121
45-54
99
55-64
51
65+
41
African American
107
Asian
64
Caucasian
101
Hispanic
119
demographic
index
Has Kids
118
No Kids
60
- $20k
92
$20k-40k
92
$40k-60k
100
$60k-80k
107
$80k-100k
101
$100k-125k
105
$125k +
98
No College
115
College
97
Adv. Degree
98

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Pop Rocks Basket Affinity & Size

brand
basket affinity
Cadbury 22.0x
Skittles 18.7x
Reese's 17.5x
Hershey's Kisses 11.1x
basket size
index
Urgent Need (1-2 Items)
10
Express Lane (3-10 Items)
68
Fill Up (11-20 Items)
190
Pantry Stocking (21+ Items)
316

Where is Pop Rocks Purchased?

channels
index
Club
14
Dollar
2492
Drug
76
Food
30
Gas & Convenience
172
Mass
75
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Marlboro Gold Pack 1.8x
YoCrunch 1.8x
Kool-Aid 1.6x
Dannon Danimals 1.6x

How Did They Pay?

method
index
Cash
122
Credit
104
Debit
90
Food Stamps
80

When is Pop Rocks Purchased?

day of week
Sun
12.6%
Mon
11.2%
Tue
11.7%
Wed
14.1%
Thu
13.0%
Fri
15.8%
Sat
21.7%
time of day
Morning
14.3%
Noon
17.2%
Afternoon
35.7%
Evening
27.6%
Late
5.3%

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 Pop Rocks consumers purchase?

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Why do Pop Rocks consumers try new brands?

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Where do Pop Rocks 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 Pop Rocks Target Market

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

Thought bubble

What motivates the target market to purchase Pop Rocks?

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What other target market should Pop Rocks 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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