Viva Consumer Insights

Who buys Viva? Viva consumers are generally lower income, Asian, and young adult age. Viva consumers are more likely to purchase Viva during larger pantry stocking trips. Brands such as Cottonelle, Kleenex, and Charmin also tend to be purchased in the same trip. Sample consumer insights data below.

Viva 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
$5.99
% of Basket $ (median)
9.3%
Total Basket $ (median)
$64.13

Get Better Data

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

Viva Consumer Demographics

demographic
index
Female
102
Male
84
<24
98
25-34
114
35-44
96
45-54
93
55-64
89
65+
97
African American
130
Asian
134
Caucasian
94
Hispanic
101
demographic
index
Has Kids
98
No Kids
105
- $20k
100
$20k-40k
109
$40k-60k
105
$60k-80k
96
$80k-100k
99
$100k-125k
93
$125k +
93
No College
102
College
101
Adv. Degree
90

Understand Viva Consumer Behavior

Leading brands and retailers use our consumer and shopper insights data to increase ROI, retain shoppers and consumers, find new opportunities, and more. Understand My Consumers

Viva Basket Affinity & Size

brand
basket affinity
Cottonelle 14.2x
Kleenex 8.7x
Charmin 8.5x
Scott 7.0x
basket size
index
Urgent Need (1-2 Items)
12
Express Lane (3-10 Items)
58
Fill Up (11-20 Items)
156
Pantry Stocking (21+ Items)
386

Where is Viva Purchased?

channels
index
Beauty
32
Club
69
Dollar
87
Drug
184
Food
87
Gas & Convenience
10
Mass
108
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Charmin 1.4x
Huggies 1.4x
Cottonelle 1.4x
Scott 1.4x

How Did They Pay?

method
index
Cash
101
Credit
90
Debit
107
Food Stamps
47

When is Viva Purchased?

day of week
Sun
17.5%
Mon
12.1%
Tue
12.1%
Wed
12.4%
Thu
12.4%
Fri
16.4%
Sat
17.2%
time of day
Morning
15.5%
Noon
17.7%
Afternoon
35.0%
Evening
25.6%
Late
6.3%

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.

check mark

Real-time purchase and demographic data

check mark

What other brands do Viva consumers purchase?

check mark

Why do Viva consumers try new brands?

check mark

Where do Viva 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 Viva Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Viva?

magnifying glass

What other target market should Viva 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.

Learn more about us