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. See sample consumer insights data below.

Secret Consumer Receipt Data

The sample data below is captured directly from our users' consumer shopping receipts.

Brand $ per Basket
$3.99
% of Basket $ (median)
8.0%
Total Basket $ (median)
$49.64

Access all the Data

Get in touch with our team to learn more about our InfoScout Insights™ platform. It includes:

  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • And more!

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

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

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%

About Our Secret Consumer Insights

How do we know who buys Secret? InfoScout has hundreds of thousands of monthly active users 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. This is just a sample of the Secret consumer and demographic data we get from millions of receipts. Get in touch with our team to learn more about the full power of our InfoScout Insights™ platform.