Aunt Jemima Consumer Insights

Who buys Aunt Jemima? Aunt Jemima consumers are generally very high income, African American, and lower middle age. Aunt Jemima consumers are more likely to purchase Aunt Jemima during larger pantry stocking trips. Brands such as Eggo, Goya, and Perdue also tend to be purchased in the same trip. Sample consumer insights data below.

Aunt Jemima 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
$2.98
% of Basket $ (median)
4.0%
Total Basket $ (median)
$73.90

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  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • Recent demographic data

Aunt Jemima Consumer Demographics

demographic
index
Female
101
Male
92
<24
80
25-34
79
35-44
116
45-54
109
55-64
81
65+
92
African American
192
Asian
51
Caucasian
94
Hispanic
158
demographic
index
Has Kids
113
No Kids
70
- $20k
89
$20k-40k
89
$40k-60k
90
$60k-80k
100
$80k-100k
101
$100k-125k
108
$125k +
130
No College
102
College
98
Adv. Degree
108

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Aunt Jemima Basket Affinity & Size

brand
basket affinity
Eggo 5.9x
Goya 4.5x
Perdue 4.2x
Dannon Danimals 4.2x
basket size
index
Urgent Need (1-2 Items)
5
Express Lane (3-10 Items)
33
Fill Up (11-20 Items)
132
Pantry Stocking (21+ Items)
517

Where is Aunt Jemima Purchased?

channels
index
Beauty
2
Club
4
Dollar
54
Drug
13
Food
191
Gas & Convenience
7
Mass
73
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Kelloggs Frosted Flakes 1.4x
Entenmann's 1.4x
Perdue 1.4x
Smart Balance 1.4x

How Did They Pay?

method
index
Cash
102
Credit
98
Debit
94
Food Stamps
164

When is Aunt Jemima Purchased?

day of week
Sun
19.1%
Mon
13.4%
Tue
12.3%
Wed
12.2%
Thu
11.2%
Fri
14.0%
Sat
17.8%
time of day
Morning
17.4%
Noon
16.6%
Afternoon
32.2%
Evening
26.8%
Late
7.0%

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 Aunt Jemima consumers purchase?

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Why do Aunt Jemima consumers try new brands?

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Where do Aunt Jemima consumers prefer to shop?

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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 Aunt Jemima Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Aunt Jemima?

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What other target market should Aunt Jemima 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.

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