The First Years Consumer Insights

Who buys The First Years? A The First Years consumer is generally lower income, Hispanic, and young adult age. The First Years consumers are more likely to purchase The First Years during larger pantry stocking trips. Brands such as Gerber Graduates, Gerber, and Huggies also tend to be purchased in the same trip. Sample consumer insights data below.

The First Years 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
$3.00
% of Basket $ (median)
6.8%
Total Basket $ (median)
$44.43

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

The First Years Consumer Demographics

demographic
index
Female
102
Male
84
<24
155
25-34
179
35-44
86
45-54
39
55-64
62
65+
27
African American
101
Asian
102
Caucasian
97
Hispanic
125
demographic
index
Has Kids
120
No Kids
56
- $20k
111
$20k-40k
115
$40k-60k
113
$60k-80k
101
$80k-100k
106
$100k-125k
77
$125k +
64
No College
91
College
102
Adv. Degree
101

Understand The First Years Consumer Behavior

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The First Years Basket Affinity & Size

brand
basket affinity
Gerber Graduates 36.1x
Gerber 21.0x
Huggies 10.0x
Archer Farms 6.4x
basket size
index
Urgent Need (1-2 Items)
17
Express Lane (3-10 Items)
73
Fill Up (11-20 Items)
176
Pantry Stocking (21+ Items)
297

Where is The First Years Purchased?

channels
index
Club
2
Drug
18
Food
3
Mass
214
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Gerber Graduates 3.3x
Gerber 2.3x
Huggies 2.1x
Dannon Danimals 1.5x

How Did They Pay?

method
index
Cash
85
Credit
82
Debit
127
Food Stamps
80

When is The First Years Purchased?

day of week
Sun
15.6%
Mon
13.0%
Tue
11.4%
Wed
12.3%
Thu
12.7%
Fri
16.7%
Sat
18.3%
time of day
Morning
14.3%
Noon
18.3%
Afternoon
32.8%
Evening
27.6%
Late
6.9%

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 The First Years consumers purchase?

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Why do The First Years consumers try new brands?

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Where do The First Years 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 The First Years Target Market

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Who actually buys The First Years? Do these consumers match the intended target market of The First Years?

Thought bubble

What motivates the target market to purchase The First Years?

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What other target market should The First Years 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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