Wilderness Consumer Insights

Who buys Wilderness?

A Wilderness consumer is generally very high income, Caucasian, and senior age. Wilderness consumers are more likely to purchase Wilderness during larger pantry stocking trips. Brands such as Cool Whip, Duncan Hines, and Jello also tend to be purchased in the same trip. Sample consumer insights data below.

Wilderness Basket Penetration

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

Data shown is from 2014-2015. Contact us for real-time data.

Brand $ per Basket
$3.84
% of Basket $ (median)
6.4%
Total Basket $ (median)
$60.08

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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

Wilderness Consumer Demographics

demographic
index
Female
99
Male
111
<24
100
25-34
73
35-44
94
45-54
111
55-64
153
65+
222
African American
28
Asian
77
Caucasian
112
Hispanic
61
demographic
index
Has Kids
78
No Kids
150
- $20k
74
$20k-40k
78
$40k-60k
86
$60k-80k
117
$80k-100k
86
$100k-125k
114
$125k +
146
No College
92
College
99
Adv. Degree
113

Understand Wilderness Consumer Behavior

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Wilderness Basket Affinity & Size

brand
basket affinity
Cool Whip 16.3x
Duncan Hines 9.8x
Jello 7.7x
Betty Crocker 7.6x
basket size
index
Urgent Need (1-2 Items)
18
Express Lane (3-10 Items)
46
Fill Up (11-20 Items)
144
Pantry Stocking (21+ Items)
426

Where is Wilderness Purchased?

channels
index
Drug
64
Food
42
Mass
179
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Cool Whip 1.7x
V8 1.7x
Dannon Oikos 1.7x
Farmers Market 1.6x

How Did They Pay?

method
index
Cash
158
Credit
107
Debit
71
Food Stamps
71

When is Wilderness Purchased?

day of week
Sun
13.7%
Mon
10.4%
Tue
14.0%
Wed
13.7%
Thu
12.3%
Fri
16.3%
Sat
19.6%
time of day
Morning
12.3%
Noon
19.4%
Afternoon
38.8%
Evening
23.9%
Late
5.5%

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 Wilderness consumers purchase?

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Why do Wilderness consumers try new brands?

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Where do Wilderness 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 Wilderness Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Wilderness?

magnifying glass

What other target market should Wilderness look at?

venn diagram

Which other brands have a similar target market?

About Our Wilderness 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 retailers and brands with real-time omnichannel shopper and consumer insights. Demographic data is collected through demographic surveys taken in the apps.