Similac Consumer Insights

Who buys Similac? Similac consumers are generally very low income, Asian, and adolescent age. Similac consumers are more likely to purchase Similac during larger pantry stocking trips. Brands such as Gerber, Huggies, and Gerber Graduates also tend to be purchased in the same trip. Sample consumer insights data below.

Similac 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
$25.96
% of Basket $ (median)
60.1%
Total Basket $ (median)
$43.23

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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

Similac Consumer Demographics

demographic
index
Female
100
Male
104
<24
234
25-34
207
35-44
76
45-54
25
55-64
27
65+
19
African American
114
Asian
209
Caucasian
84
Hispanic
131
demographic
index
Has Kids
116
No Kids
63
- $20k
139
$20k-40k
134
$40k-60k
121
$60k-80k
94
$80k-100k
72
$100k-125k
71
$125k +
64
No College
113
College
99
Adv. Degree
88

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Similac Basket Affinity & Size

brand
basket affinity
Gerber 46.7x
Huggies 16.5x
Gerber Graduates 14.0x
Fresh Selections 12.1x
basket size
index
Urgent Need (1-2 Items)
60
Express Lane (3-10 Items)
91
Fill Up (11-20 Items)
109
Pantry Stocking (21+ Items)
217

Where is Similac Purchased?

channels
index
Beauty
5
Club
69
Dollar
7
Drug
93
Food
105
Gas & Convenience
3
Mass
112
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Gerber Graduates 3.2x
Gerber 2.6x
Huggies 2.4x
Fresh Selections 1.9x

How Did They Pay?

method
index
Cash
54
Credit
65
Debit
85
Food Stamps
653

When is Similac Purchased?

day of week
Sun
15.1%
Mon
13.9%
Tue
13.0%
Wed
13.2%
Thu
13.4%
Fri
15.1%
Sat
16.3%
time of day
Morning
13.9%
Noon
16.2%
Afternoon
32.4%
Evening
28.6%
Late
9.0%

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 Similac consumers purchase?

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Why do Similac consumers try new brands?

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Where do Similac consumers prefer to shop?

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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 Similac Target Market

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

Thought bubble

What motivates the target market to purchase Similac?

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What other target market should Similac 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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