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 Basket Penetration

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

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

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!

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

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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%

Get More Tide Data

Contact us for the latest Tide consumer demographic and purchase data.

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Find Answers to Questions

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Which brands do Tide consumers switch to?

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Why do consumers stop buying Tide products?

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Which retailers do Tide shoppers prefer to shop at?

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What motivates consumers to try Tide products?

Research the Tide Target Market

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Who actually buys Tide? Do these consumers match the intended target market of Tide?

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What motivates the target market to buy Tide?

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What other target market should Tide look at?

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Which other brands have a similar target market?

About Our Tide 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.