Tide Consumer Insights

Who buys Tide?

A Tide consumer is generally very low income, Asian, and adolescent age. Tide consumers are more likely to purchase Tide during larger pantry stocking trips. Brands such as Cascade, Dawn, and Charmin also tend to be purchased in the same trip. See sample consumer insights data below.

Tide Consumer Receipt Data

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

Brand $ per Basket
$11.88
% of Basket $ (median)
17.7%
Total Basket $ (median)
$67.21

Access all the Data

Get in touch with our team to learn more about our InfoScout Insights™ platform. It includes:

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

Tide Consumer Demographics

demographic
index
Female
101
Male
88
<24
114
25-34
106
35-44
99
45-54
97
55-64
92
65+
94
African American
140
Asian
151
Caucasian
88
Hispanic
136
demographic
index
Has Kids
101
No Kids
98
- $20k
110
$20k-40k
102
$40k-60k
96
$60k-80k
96
$80k-100k
101
$100k-125k
95
$125k +
107
No College
103
College
100
Adv. Degree
98

Understand Tide Consumer Behavior

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Tide Basket Affinity & Size

brand
basket affinity
Cascade 8.9x
Dawn 7.2x
Charmin 6.7x
Clorox 6.6x
basket size
index
Urgent Need (1-2 Items)
17
Express Lane (3-10 Items)
71
Fill Up (11-20 Items)
159
Pantry Stocking (21+ Items)
324

Where is Tide Purchased?

channels
index
Beauty
3
Club
120
Dollar
188
Drug
228
Food
67
Gas & Convenience
4
Mass
101
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Olay 1.2x
Yoplait Light 1.1x
Duncan Hines 1.1x
Crayola 1.1x

How Did They Pay?

method
index
Cash
103
Credit
94
Debit
105
Food Stamps
40

When is Tide Purchased?

day of week
Sun
18.4%
Mon
13.1%
Tue
12.1%
Wed
11.8%
Thu
11.6%
Fri
14.6%
Sat
18.5%
time of day
Morning
15.8%
Noon
18.1%
Afternoon
34.6%
Evening
25.4%
Late
6.2%

About Our Tide Consumer Insights

How do we know who buys Tide? 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 Tide 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.