Vicks Consumer Insights

Who buys Vicks?

A Vicks consumer is generally lower income, Hispanic, and young adult age. Vicks consumers are more likely to purchase Vicks during larger pantry stocking trips. Brands such as Puffs, Febreze, and Gerber Graduates also tend to be purchased in the same trip. See sample consumer insights data below.

Vicks Basket Penetration

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

Brand $ per Basket
$8.79
% of Basket $ (median)
22.9%
Total Basket $ (median)
$38.43

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!

Vicks Consumer Demographics

demographic
index
Female
99
Male
107
<24
117
25-34
127
35-44
94
45-54
83
55-64
81
65+
82
African American
105
Asian
110
Caucasian
96
Hispanic
122
demographic
index
Has Kids
99
No Kids
102
- $20k
98
$20k-40k
105
$40k-60k
101
$60k-80k
100
$80k-100k
103
$100k-125k
95
$125k +
95
No College
97
College
102
Adv. Degree
95

Understand Vicks Consumer Behavior

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Vicks Basket Affinity & Size

brand
basket affinity
Puffs 8.1x
Febreze 5.8x
Gerber Graduates 5.0x
Gerber 4.9x
basket size
index
Urgent Need (1-2 Items)
47
Express Lane (3-10 Items)
96
Fill Up (11-20 Items)
126
Pantry Stocking (21+ Items)
208

Where is Vicks Purchased?

channels
index
Beauty
21
Club
14
Dollar
79
Drug
369
Food
18
Gas & Convenience
5
Mass
145
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Gerber Graduates 1.5x
Gerber 1.4x
Huggies 1.3x
Dannon Danimals 1.3x

How Did They Pay?

method
index
Cash
103
Credit
96
Debit
111
Food Stamps
32

When is Vicks Purchased?

day of week
Sun
15.5%
Mon
14.3%
Tue
13.4%
Wed
12.9%
Thu
12.8%
Fri
15.0%
Sat
16.2%
time of day
Morning
14.1%
Noon
14.9%
Afternoon
29.5%
Evening
31.3%
Late
10.1%

Get More Vicks Data

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

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Find Answers to Questions

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Which brands do Vicks consumers switch to?

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Why do consumers stop buying Vicks products?

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Which retailers do Vicks shoppers prefer to shop at?

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What motivates consumers to try Vicks products?

Research the Vicks Target Market

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

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What motivates the target market to buy Vicks?

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What other target market should Vicks look at?

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Which other brands have a similar target market?

About Our Vicks 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.