Zero Consumer Insights

Who buys Zero? A Zero consumer is generally lower income, African American, and senior age. Zero consumers are more likely to purchase Zero during larger pantry stocking trips. Brands such as Snickers, Reese's Peanut Butter Cups, and Kit Kat also tend to be purchased in the same trip. Sample consumer insights data below.

Zero 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
$1.28
% of Basket $ (median)
4.3%
Total Basket $ (median)
$29.96

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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

Zero Consumer Demographics

demographic
index
Female
103
Male
71
<24
67
25-34
68
35-44
74
45-54
90
55-64
116
65+
897
African American
119
Asian
27
Caucasian
111
Hispanic
67
demographic
index
Has Kids
99
No Kids
101
- $20k
116
$20k-40k
254
$40k-60k
81
$60k-80k
71
$80k-100k
60
$100k-125k
48
$125k +
46
No College
111
College
103
Adv. Degree
70

Understand Zero Consumer Behavior

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Zero Basket Affinity & Size

brand
basket affinity
Snickers 10.8x
Reese's Peanut Butter Cups 9.0x
Kit Kat 8.4x
Twix 7.2x
basket size
index
Urgent Need (1-2 Items)
16
Express Lane (3-10 Items)
87
Fill Up (11-20 Items)
160
Pantry Stocking (21+ Items)
273

Where is Zero Purchased?

channels
index
Club
122
Dollar
434
Drug
35
Food
85
Gas & Convenience
14
Mass
105
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Marlboro Gold Pack 2.1x
Sunbeam 1.9x
Armour 1.9x
Sunny Meadow 1.8x

How Did They Pay?

method
index
Cash
121
Credit
71
Debit
119
Food Stamps
97

When is Zero Purchased?

day of week
Sun
18.3%
Mon
15.7%
Tue
13.9%
Wed
12.4%
Thu
11.6%
Fri
12.4%
Sat
15.8%
time of day
Morning
26.5%
Noon
17.5%
Afternoon
29.6%
Evening
21.8%
Late
4.7%

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.

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Real-time purchase and demographic data

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What other brands do Zero consumers purchase?

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Why do Zero consumers try new brands?

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Where do Zero 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 Zero Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Zero?

magnifying glass

What other target market should Zero 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