The Honest Company Consumer Insights

Who buys The Honest Company? The Honest Company consumers are 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. Sample consumer insights data below.

The Honest Company 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
$14.99
% of Basket $ (median)
14.5%
Total Basket $ (median)
$103.67

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  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • Recent demographic data

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%

Data shown is from 2014-2015. Contact us for real-time data.

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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 Honest Company consumers purchase?

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Why do The Honest Company consumers try new brands?

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Where do The Honest Company consumers prefer to shop?

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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 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?

Thought bubble

What motivates the target market to purchase The Honest Company?

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What other target market should The Honest Company 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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