Tide Pods Consumer Insights

Who buys Tide Pods?

A Tide Pods consumer is generally lower income, African American, and older age. Tide Pods consumers are more likely to purchase Tide Pods during larger pantry stocking trips. Brands such as Cascade, Febreze, and Dawn also tend to be purchased in the same trip. See sample consumer insights data below.

Tide Pods Consumer Receipt Data

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

Brand $ per Basket
$9.98
% of Basket $ (median)
23.7%
Total Basket $ (median)
$42.18

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 Pods Consumer Demographics

demographic
index
Female
102
Male
82
<24
103
25-34
108
35-44
97
45-54
94
55-64
108
65+
87
African American
160
Asian
120
Caucasian
91
Hispanic
131
demographic
index
Has Kids
96
No Kids
109
- $20k
99
$20k-40k
109
$40k-60k
98
$60k-80k
99
$80k-100k
98
$100k-125k
93
$125k +
101
No College
106
College
100
Adv. Degree
94

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Tide Pods Basket Affinity & Size

brand
basket affinity
Cascade 10.0x
Febreze 8.4x
Dawn 7.1x
Clorox 6.3x
basket size
index
Urgent Need (1-2 Items)
22
Express Lane (3-10 Items)
80
Fill Up (11-20 Items)
153
Pantry Stocking (21+ Items)
292

Where is Tide Pods Purchased?

channels
index
Beauty
2
Club
98
Dollar
52
Drug
413
Food
134
Gas & Convenience
5
Mass
35
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Marlboro Gold Pack 1.5x
Huggies 1.4x
Red Bull 1.4x
Bud Light 1.4x

How Did They Pay?

method
index
Cash
107
Credit
100
Debit
99
Food Stamps
34

When is Tide Pods Purchased?

day of week
Sun
18.3%
Mon
13.3%
Tue
13.6%
Wed
12.5%
Thu
11.5%
Fri
14.0%
Sat
16.9%
time of day
Morning
17.9%
Noon
16.6%
Afternoon
33.4%
Evening
25.9%
Late
6.2%

About Our Tide Pods Consumer Insights

How do we know who buys Tide Pods? 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 Pods 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.