Secret Consumer Insights

Who buys Secret? A Secret consumer is generally very low income, African American, and adolescent age. Secret consumers are more likely to purchase Secret during larger pantry stocking trips. Brands such as Olay, Crest, and Neutrogena also tend to be purchased in the same trip. Sample consumer insights data below.

Secret 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
$3.99
% of Basket $ (median)
8.0%
Total Basket $ (median)
$49.64

Get Better Data

Contact our sales team for real-time data and deeper insights, including:

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

Secret Consumer Demographics

demographic
index
Female
103
Male
67
<24
126
25-34
104
35-44
102
45-54
100
55-64
85
65+
56
African American
128
Asian
72
Caucasian
99
Hispanic
118
demographic
index
Has Kids
99
No Kids
103
- $20k
102
$20k-40k
102
$40k-60k
100
$60k-80k
97
$80k-100k
102
$100k-125k
98
$125k +
101
No College
94
College
101
Adv. Degree
102

Understand Secret Consumer Behavior

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Secret Basket Affinity & Size

brand
basket affinity
Olay 9.3x
Crest 6.8x
Neutrogena 6.5x
TRESemme 6.4x
basket size
index
Urgent Need (1-2 Items)
12
Express Lane (3-10 Items)
66
Fill Up (11-20 Items)
160
Pantry Stocking (21+ Items)
352

Where is Secret Purchased?

channels
index
Beauty
63
Club
25
Dollar
155
Drug
199
Food
52
Gas & Convenience
6
Mass
139
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Yoplait Light 1.2x
General Mills Fiber One 1.2x
Lean Cuisine 1.2x
Hawaiian Punch 1.2x

How Did They Pay?

method
index
Cash
97
Credit
91
Debit
110
Food Stamps
44

When is Secret Purchased?

day of week
Sun
16.6%
Mon
13.1%
Tue
12.4%
Wed
12.2%
Thu
12.3%
Fri
15.1%
Sat
18.3%
time of day
Morning
14.5%
Noon
16.5%
Afternoon
34.2%
Evening
27.5%
Late
7.2%

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 Secret consumers purchase?

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Why do Secret consumers try new brands?

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Where do Secret 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 Secret Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Secret?

magnifying glass

What other target market should Secret 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.

Learn more about us