Wheaties Consumer Insights

Who buys Wheaties?

A Wheaties consumer is 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. See sample consumer insights data below.

Wheaties Consumer Receipt Data

The sample data below is captured directly from our users' consumer shopping receipts.

Brand $ per Basket
$3.99
% of Basket $ (median)
5.4%
Total Basket $ (median)
$74.42

Access all the Data

Get in touch with our team to learn more about our InfoScout Insights™ platform. It includes:

  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • And more!

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

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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%

About Our Wheaties Consumer Insights

How do we know who buys Wheaties? InfoScout has hundreds of thousands of monthly active users 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. This is just a sample of the Wheaties consumer and demographic data we get from millions of receipts. Get in touch with our team to learn more about the full power of our InfoScout Insights™ platform.