Reese's Consumer Insights

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

Reese's 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
$2.66
% of Basket $ (median)
7.3%
Total Basket $ (median)
$36.42

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

Reese's Consumer Demographics

demographic
index
Female
101
Male
91
<24
84
25-34
99
35-44
103
45-54
106
55-64
92
65+
68
African American
56
Asian
45
Caucasian
114
Hispanic
54
demographic
index
Has Kids
101
No Kids
97
- $20k
88
$20k-40k
103
$40k-60k
102
$60k-80k
102
$80k-100k
99
$100k-125k
102
$125k +
96
No College
106
College
99
Adv. Degree
98

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Reese's Basket Affinity & Size

brand
basket affinity
Cadbury 22.1x
Kit Kat 12.1x
Hershey's Kisses 9.8x
Twix 9.8x
basket size
index
Urgent Need (1-2 Items)
16
Express Lane (3-10 Items)
88
Fill Up (11-20 Items)
159
Pantry Stocking (21+ Items)
269

Where is Reese's Purchased?

channels
index
Beauty
6
Club
14
Dollar
116
Drug
192
Food
99
Gas & Convenience
251
Mass
102
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Diet Pepsi 1.2x
Hershey's Kisses 1.2x
Cadbury 1.2x
Hawaiian Punch 1.2x

How Did They Pay?

method
index
Cash
103
Credit
98
Debit
100
Food Stamps
105

When is Reese's Purchased?

day of week
Sun
14.0%
Mon
13.0%
Tue
12.5%
Wed
13.2%
Thu
13.2%
Fri
16.3%
Sat
17.8%
time of day
Morning
13.9%
Noon
16.0%
Afternoon
34.2%
Evening
28.6%
Late
7.3%

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 Reese's consumers purchase?

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Why do Reese's consumers try new brands?

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Where do Reese's consumers prefer to shop?

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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 Reese's Target Market

Arrow and target

Who actually buys Reese's? Do these consumers match the intended target market of Reese's?

Thought bubble

What motivates the target market to purchase Reese's?

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What other target market should Reese's 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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