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. See sample consumer insights data below.

Wawa Basket Penetration

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

Brand $ per Basket
$1.25
% of Basket $ (median)
17.5%
Total Basket $ (median)
$7.15

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!

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%

Get More Wawa Data

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

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Find Answers to Questions

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Which brands do Wawa consumers switch to?

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Why do consumers stop buying Wawa products?

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Which retailers do Wawa shoppers prefer to shop at?

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What motivates consumers to try Wawa products?

Research the Wawa Target Market

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

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What motivates the target market to purchase Wawa?

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What other target market should Wawa look at?

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Which other brands have a similar target market?

About Our Wawa 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.