The Honest Company Consumer Insights

Who buys The Honest Company?

A The Honest Company consumer is generally slightly lower income, Asian, and young adult age. The Honest Company consumers are more likely to purchase The Honest Company during larger pantry stocking trips. Brands such as Horizon Organic, Gerber Graduates, and Archer Farms also tend to be purchased in the same trip. See sample consumer insights data below.

The Honest Company Basket Penetration

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

Brand $ per Basket
$14.99
% of Basket $ (median)
14.5%
Total Basket $ (median)
$103.67

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!

The Honest Company Consumer Demographics

demographic
index
Female
101
Male
89
<24
59
25-34
149
35-44
123
45-54
27
55-64
38
65+
49
African American
78
Asian
207
Caucasian
90
Hispanic
96
demographic
index
Has Kids
118
No Kids
59
- $20k
86
$20k-40k
46
$40k-60k
132
$60k-80k
75
$80k-100k
115
$100k-125k
123
$125k +
131
No College
47
College
110
Adv. Degree
114

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The Honest Company Basket Affinity & Size

brand
basket affinity
Horizon Organic 23.1x
Gerber Graduates 20.2x
Archer Farms 19.5x
Gerber 15.8x
basket size
index
Urgent Need (1-2 Items)
17
Express Lane (3-10 Items)
76
Fill Up (11-20 Items)
212
Pantry Stocking (21+ Items)
243

Where is The Honest Company Purchased?

channels
index
Club
422
Dollar
1
Food
2
Mass
122
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Horizon Organic 2.3x
Archer Farms 1.7x
Huggies 1.6x
Taylor Farms 1.6x

How Did They Pay?

method
index
Cash
39
Credit
91
Debit
128
Food Stamps
132

When is The Honest Company Purchased?

day of week
Sun
15.0%
Mon
12.7%
Tue
11.6%
Wed
13.4%
Thu
15.6%
Fri
15.2%
Sat
16.6%
time of day
Morning
11.2%
Noon
25.6%
Afternoon
36.8%
Evening
23.5%
Late
2.9%

Get More The Honest Company Data

Contact us for the latest The Honest Company consumer demographic and purchase data.

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Find Answers to Questions

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Which brands do The Honest Company consumers switch to?

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Why do consumers stop buying The Honest Company products?

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Which retailers do The Honest Company shoppers prefer to shop at?

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What motivates consumers to try The Honest Company products?

Research the The Honest Company Target Market

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Who actually buys The Honest Company? Do these consumers match the intended target market of The Honest Company?

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What motivates the target market to purchase The Honest Company?

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What other target market should The Honest Company look at?

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Which other brands have a similar target market?

About Our The Honest Company 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.