Premium Consumer Insights

Who buys Premium?

A Premium consumer is generally lower income, Caucasian, and lower middle age. Premium consumers are more likely to purchase Premium during larger pantry stocking trips. Brands such as Quaker Chewy, Kellogg's, and Pringles also tend to be purchased in the same trip. See sample consumer insights data below.

Premium Basket Penetration

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

Brand $ per Basket
$2.39
% of Basket $ (median)
5.3%
Total Basket $ (median)
$45.23

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!

Premium Consumer Demographics

demographic
index
Female
89
Male
203
<24
97
25-34
94
35-44
121
45-54
79
55-64
69
65+
97
African American
85
Asian
38
Caucasian
112
Hispanic
79
demographic
index
Has Kids
102
No Kids
95
- $20k
58
$20k-40k
129
$40k-60k
97
$60k-80k
119
$80k-100k
109
$100k-125k
90
$125k +
61
No College
73
College
108
Adv. Degree
96

Understand Premium Consumer Behavior

Leading brands and retailers use our consumer and shopper insights data to increase ROI, retain shoppers and consumers, find new opportunities, and more. Understand My Consumers

Premium Basket Affinity & Size

brand
basket affinity
Quaker Chewy 38.9x
Kellogg's 38.2x
Pringles 27.9x
Cinnamon Toast Crunch 23.8x
basket size
index
Urgent Need (1-2 Items)
3
Express Lane (3-10 Items)
32
Fill Up (11-20 Items)
159
Pantry Stocking (21+ Items)
493

Where is Premium Purchased?

channels
index
Club
0
Drug
1
Food
295
Mass
1
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Purina Friskies 1.5x
Twizzlers 1.5x
Sweet Baby Ray's 1.4x
Cinnamon Toast Crunch 1.4x

How Did They Pay?

method
index
Cash
142
Credit
26
Debit
141
Food Stamps
181

When is Premium Purchased?

day of week
Sun
18.7%
Mon
15.2%
Tue
12.7%
Wed
11.3%
Thu
11.6%
Fri
13.4%
Sat
17.1%
time of day
Morning
14.4%
Noon
21.2%
Afternoon
40.4%
Evening
22.3%
Late
1.8%

Get More Premium Data

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

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Find Answers to Questions

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Which brands do Premium consumers switch to?

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Why do consumers stop buying Premium products?

Store front

Which retailers do Premium shoppers prefer to shop at?

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What motivates consumers to try Premium products?

Research the Premium Target Market

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

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What motivates the target market to buy Premium?

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What other target market should Premium look at?

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Which other brands have a similar target market?

About Our Premium 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.