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 Consumer Receipt Data

The sample data below is captured directly from our users' consumer shopping receipts.

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%

About Our The Honest Company Consumer Insights

How do we know who buys The Honest Company? InfoScout has hundreds of thousands of monthly active users 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. This is just a sample of the The Honest Company consumer and demographic data we get from millions of receipts. Get in touch with our team to learn more about the full power of our InfoScout Insights™ platform.