Prego Consumer Insights

Who buys Prego? Prego consumers are generally very low income, African American, and adolescent age. Prego consumers are more likely to purchase Prego during larger pantry stocking trips. Brands such as Barilla, Chef Boyardee, and Kraft Macaroni & Cheese also tend to be purchased in the same trip. Sample consumer insights data below.

Prego 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
$2.97
% of Basket $ (median)
3.9%
Total Basket $ (median)
$75.69

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

Prego Consumer Demographics

demographic
index
Female
100
Male
99
<24
122
25-34
106
35-44
101
45-54
95
55-64
86
65+
82
African American
116
Asian
92
Caucasian
100
Hispanic
102
demographic
index
Has Kids
104
No Kids
90
- $20k
108
$20k-40k
103
$40k-60k
104
$60k-80k
103
$80k-100k
100
$100k-125k
95
$125k +
85
No College
107
College
101
Adv. Degree
89

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Prego Basket Affinity & Size

brand
basket affinity
Barilla 6.6x
Chef Boyardee 4.1x
Kraft Macaroni & Cheese 3.9x
Old El Paso 3.8x
basket size
index
Urgent Need (1-2 Items)
5
Express Lane (3-10 Items)
35
Fill Up (11-20 Items)
132
Pantry Stocking (21+ Items)
509

Where is Prego Purchased?

channels
index
Beauty
2
Club
71
Dollar
58
Drug
25
Food
146
Gas & Convenience
10
Mass
88
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Marlboro Gold Pack 1.3x
Yoplait Light 1.2x
Sweet Baby Ray's 1.2x
International Delight 1.2x

How Did They Pay?

method
index
Cash
99
Credit
96
Debit
99
Food Stamps
163

When is Prego Purchased?

day of week
Sun
19.2%
Mon
14.3%
Tue
12.4%
Wed
11.7%
Thu
11.4%
Fri
14.0%
Sat
16.9%
time of day
Morning
13.3%
Noon
17.0%
Afternoon
36.0%
Evening
28.1%
Late
5.6%

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 Prego consumers purchase?

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Why do Prego consumers try new brands?

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Where do Prego 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 Prego Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Prego?

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What other target market should Prego 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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