Reese's Pieces Consumer Insights

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

Reese's Pieces 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)
5.3%
Total Basket $ (median)
$18.69

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Reese's Pieces Consumer Demographics

demographic
index
Female
100
Male
98
<24
88
25-34
106
35-44
107
45-54
92
55-64
83
65+
55
African American
72
Asian
52
Caucasian
111
Hispanic
69
demographic
index
Has Kids
103
No Kids
92
- $20k
108
$20k-40k
103
$40k-60k
103
$60k-80k
110
$80k-100k
105
$100k-125k
89
$125k +
76
No College
104
College
101
Adv. Degree
88

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Reese's Pieces Basket Affinity & Size

brand
basket affinity
Skittles 21.7x
M&M's 11.7x
Kit Kat 8.7x
Reese's Peanut Butter Cups 8.5x
basket size
index
Urgent Need (1-2 Items)
13
Express Lane (3-10 Items)
92
Fill Up (11-20 Items)
160
Pantry Stocking (21+ Items)
262

Where is Reese's Pieces Purchased?

channels
index
Beauty
2
Club
34
Dollar
456
Drug
235
Food
62
Gas & Convenience
220
Mass
105
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Skittles 1.4x
Hawaiian Punch 1.4x
Diet Dr Pepper 1.4x
Armour 1.4x

How Did They Pay?

method
index
Cash
122
Credit
92
Debit
96
Food Stamps
117

When is Reese's Pieces Purchased?

day of week
Sun
14.5%
Mon
12.0%
Tue
12.2%
Wed
14.1%
Thu
13.3%
Fri
16.4%
Sat
17.4%
time of day
Morning
13.1%
Noon
16.4%
Afternoon
34.1%
Evening
28.6%
Late
7.7%

Data shown is from 2014-2015. Contact us for real-time data.

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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 Pieces consumers purchase?

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Why do Reese's Pieces consumers try new brands?

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Where do Reese's Pieces 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.

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Every retailer, from Big Box to Bodegas to Online.

Research the Reese's Pieces Target Market

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

Thought bubble

What motivates the target market to purchase Reese's Pieces?

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What other target market should Reese's Pieces look at?

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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.

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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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