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 Basket Penetration

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

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

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!

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
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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%

Get More Wheaties Data

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

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Find Answers to Questions

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Which brands do Wheaties consumers switch to?

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Why do consumers stop buying Wheaties products?

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Which retailers do Wheaties shoppers prefer to shop at?

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What motivates consumers to try Wheaties products?

Research the Wheaties Target Market

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

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What motivates the target market to buy Wheaties?

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What other target market should Wheaties look at?

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Which other brands have a similar target market?

About Our Wheaties 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.