Wheaties Consumer Insights

Who buys Wheaties? Wheaties consumers are generally slightly higher income, Caucasian, and senior age. Wheaties consumers are more likely to purchase Wheaties during larger pantry stocking trips. Brands such as General Mills Cheerios, Sunbeam, and General Mills Fiber One also tend to be purchased in the same trip. Sample consumer insights data below.

Wheaties 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
$3.99
% of Basket $ (median)
5.4%
Total Basket $ (median)
$74.42

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

Wheaties Consumer Demographics

demographic
index
Female
100
Male
100
<24
37
25-34
75
35-44
85
45-54
125
55-64
159
65+
284
African American
46
Asian
46
Caucasian
113
Hispanic
71
demographic
index
Has Kids
86
No Kids
132
- $20k
61
$20k-40k
87
$40k-60k
93
$60k-80k
112
$80k-100k
128
$100k-125k
78
$125k +
126
No College
114
College
92
Adv. Degree
122

Understand Wheaties 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

Wheaties Basket Affinity & Size

basket size
index
Urgent Need (1-2 Items)
3
Express Lane (3-10 Items)
37
Fill Up (11-20 Items)
135
Pantry Stocking (21+ Items)
504

Where is Wheaties Purchased?

channels
index
Club
1
Dollar
1
Drug
20
Food
159
Gas & Convenience
8
Mass
98
regions
hover to view index

What Else Do They Buy?

brand
household affinity
General Mills Cheerios 1.6x
Entenmann's 1.6x
Nabisco Triscuit 1.5x
Dannon Oikos 1.5x

How Did They Pay?

method
index
Cash
112
Credit
111
Debit
83
Food Stamps
112

When is Wheaties Purchased?

day of week
Sun
18.4%
Mon
12.3%
Tue
11.2%
Wed
10.8%
Thu
11.8%
Fri
17.9%
Sat
17.6%
time of day
Morning
16.6%
Noon
17.5%
Afternoon
35.3%
Evening
23.9%
Late
6.7%

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 Wheaties consumers purchase?

check mark

Why do Wheaties consumers try new brands?

check mark

Where do Wheaties 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 Wheaties Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Wheaties?

magnifying glass

What other target market should Wheaties 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