Tums Consumer Insights

Who buys Tums? A Tums consumer is generally very high income, Caucasian, and senior age. Tums consumers are more likely to purchase Tums during larger pantry stocking trips. Brands such as TRESemme, Secret, and Dove also tend to be purchased in the same trip. Sample consumer insights data below.

Tums 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
$3.84
% of Basket $ (median)
8.9%
Total Basket $ (median)
$43.17

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Contact our sales team for real-time data and deeper insights, including:

  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • Recent demographic data

Tums Consumer Demographics

demographic
index
Female
100
Male
104
<24
84
25-34
97
35-44
89
45-54
107
55-64
130
65+
170
African American
76
Asian
89
Caucasian
105
Hispanic
85
demographic
index
Has Kids
89
No Kids
126
- $20k
87
$20k-40k
99
$40k-60k
98
$60k-80k
101
$80k-100k
98
$100k-125k
106
$125k +
109
No College
99
College
100
Adv. Degree
103

Understand Tums Consumer Behavior

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Tums Basket Affinity & Size

brand
basket affinity
TRESemme 5.8x
Secret 5.1x
Dove 4.7x
Listerine 4.6x
basket size
index
Urgent Need (1-2 Items)
33
Express Lane (3-10 Items)
84
Fill Up (11-20 Items)
145
Pantry Stocking (21+ Items)
261

Where is Tums Purchased?

channels
index
Beauty
11
Club
84
Dollar
152
Drug
346
Food
46
Gas & Convenience
25
Mass
108
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Gold Peak 1.3x
Listerine 1.3x
Diet Dr Pepper 1.3x
Entenmann's 1.3x

How Did They Pay?

method
index
Cash
117
Credit
97
Debit
100
Food Stamps
38

When is Tums Purchased?

day of week
Sun
17.0%
Mon
12.8%
Tue
12.8%
Wed
12.5%
Thu
12.0%
Fri
15.4%
Sat
17.6%
time of day
Morning
14.9%
Noon
16.9%
Afternoon
33.6%
Evening
27.1%
Late
7.5%

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

Get Better Data

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 Tums consumers purchase?

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Why do Tums consumers try new brands?

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Where do Tums consumers prefer to shop?

Clients

Example InfoScout clients

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 Tums Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Tums?

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What other target market should Tums 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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