Wawa Consumer Insights

Who buys Wawa? A Wawa consumer is generally higher income, Caucasian, and older age. Wawa consumers are more likely to purchase Wawa during small to mid sized trips. Brands such as Marlboro, Marlboro Gold Pack, and Entenmann's also tend to be purchased in the same trip. Sample consumer insights data below.

Wawa 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
$1.25
% of Basket $ (median)
17.5%
Total Basket $ (median)
$7.15

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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

Wawa Consumer Demographics

demographic
index
Female
93
Male
171
<24
50
25-34
67
35-44
102
45-54
123
55-64
156
65+
103
African American
44
Asian
28
Caucasian
116
Hispanic
41
demographic
index
Has Kids
111
No Kids
74
- $20k
80
$20k-40k
60
$40k-60k
90
$60k-80k
92
$80k-100k
141
$100k-125k
147
$125k +
105
No College
120
College
99
Adv. Degree
81

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Wawa Basket Affinity & Size

brand
basket affinity
Marlboro 69.7x
Marlboro Gold Pack 58.2x
Entenmann's 40.1x
Red Bull 37.3x
basket size
index
Urgent Need (1-2 Items)
60
Express Lane (3-10 Items)
181
Fill Up (11-20 Items)
33
Pantry Stocking (21+ Items)
1

Where is Wawa Purchased?

channels
index
Dollar
1
Drug
0
Food
0
Gas & Convenience
6551
Mass
0
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Utz 3.3x
Perdue 2.8x
Marlboro Gold Pack 2.5x
Entenmann's 2.5x

How Did They Pay?

method
index
Cash
122
Credit
136
Debit
59
Food Stamps
80

When is Wawa Purchased?

day of week
Sun
15.2%
Mon
12.8%
Tue
12.9%
Wed
13.0%
Thu
15.1%
Fri
14.5%
Sat
16.6%
time of day
Morning
37.3%
Noon
12.1%
Afternoon
18.3%
Evening
20.3%
Late
12.1%

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 Wawa consumers purchase?

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Why do Wawa consumers try new brands?

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Where do Wawa consumers prefer to shop?

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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 Wawa Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Wawa?

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What other target market should Wawa 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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