Skittles Consumer Insights

Who buys Skittles?

A Skittles consumer is generally higher income, African American, and upper middle age. Skittles consumers are more likely to purchase Skittles during larger pantry stocking trips. Brands such as M&M's, Twix, and Kit Kat also tend to be purchased in the same trip. See sample consumer insights data below.

Skittles Basket Penetration

We analyzed our users' shopping receipts to generate this sample basket penetration data.

Brand $ per Basket
$1.67
% of Basket $ (median)
6.0%
Total Basket $ (median)
$27.87

See More Data

Get in touch with our team to learn more about our insights. Includes:

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

Skittles Consumer Demographics

demographic
index
Female
102
Male
84
<24
76
25-34
89
35-44
107
45-54
116
55-64
82
65+
67
African American
137
Asian
82
Caucasian
100
Hispanic
102
demographic
index
Has Kids
110
No Kids
78
- $20k
77
$20k-40k
87
$40k-60k
94
$60k-80k
108
$80k-100k
107
$100k-125k
113
$125k +
109
No College
87
College
99
Adv. Degree
118

Understand Skittles Consumer Behavior

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Skittles Basket Affinity & Size

brand
basket affinity
M&M's 10.3x
Twix 9.9x
Kit Kat 9.1x
Twizzlers 8.6x
basket size
index
Urgent Need (1-2 Items)
17
Express Lane (3-10 Items)
91
Fill Up (11-20 Items)
159
Pantry Stocking (21+ Items)
258

Where is Skittles Purchased?

channels
index
Beauty
1
Club
279
Dollar
241
Drug
150
Food
39
Gas & Convenience
168
Mass
90
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Hawaiian Punch 1.3x
Armour 1.3x
Kelloggs Froot Loops 1.3x
Yoplait Light 1.2x

How Did They Pay?

method
index
Cash
101
Credit
102
Debit
101
Food Stamps
86

When is Skittles Purchased?

day of week
Sun
13.0%
Mon
12.2%
Tue
13.9%
Wed
14.0%
Thu
15.2%
Fri
16.0%
Sat
15.6%
time of day
Morning
16.7%
Noon
16.8%
Afternoon
34.5%
Evening
26.6%
Late
5.3%

Get More Skittles Data

Contact us for the latest Skittles consumer demographic and purchase data.

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Find Answers to Questions

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Which brands do Skittles consumers switch to?

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Why do consumers stop buying Skittles products?

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Which retailers do Skittles shoppers prefer to shop at?

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What motivates consumers to try Skittles products?

Research the Skittles Target Market

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

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What motivates the target market to buy Skittles?

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What other target market should Skittles look at?

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Which other brands have a similar target market?

About Our Skittles Demographic Data

InfoScout has over 300,000 shoppers 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. Demographic data is collected through demographic surveys taken in the apps.