Diet Coke Consumer Insights

Who buys Diet Coke? Diet Coke consumers are generally very high income, Caucasian, and senior age. Diet Coke consumers are more likely to purchase Diet Coke during larger pantry stocking trips. Brands such as Sprite, Coca-Cola Zero, and Diet Dr Pepper also tend to be purchased in the same trip. Sample consumer insights data below.

Diet Coke 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
$3.38
% of Basket $ (median)
9.6%
Total Basket $ (median)
$35.20

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Diet Coke Consumer Demographics

demographic
index
Female
99
Male
107
<24
61
25-34
66
35-44
92
45-54
134
55-64
155
65+
181
African American
32
Asian
57
Caucasian
115
Hispanic
47
demographic
index
Has Kids
89
No Kids
126
- $20k
70
$20k-40k
77
$40k-60k
88
$60k-80k
105
$80k-100k
112
$100k-125k
123
$125k +
129
No College
97
College
97
Adv. Degree
121

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Diet Coke Basket Affinity & Size

brand
basket affinity
Sprite 7.3x
Coca-Cola Zero 6.0x
Diet Dr Pepper 5.5x
A&W 3.8x
basket size
index
Urgent Need (1-2 Items)
20
Express Lane (3-10 Items)
84
Fill Up (11-20 Items)
153
Pantry Stocking (21+ Items)
283

Where is Diet Coke Purchased?

channels
index
Beauty
1
Club
63
Dollar
133
Drug
154
Food
131
Gas & Convenience
185
Mass
74
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Diet Dr Pepper 1.4x
Diet Pepsi 1.3x
Coca-Cola Zero 1.3x
Diet Mountain Dew 1.3x

How Did They Pay?

method
index
Cash
107
Credit
105
Debit
98
Food Stamps
54

When is Diet Coke Purchased?

day of week
Sun
16.0%
Mon
13.1%
Tue
12.6%
Wed
12.6%
Thu
12.6%
Fri
15.8%
Sat
17.3%
time of day
Morning
16.8%
Noon
17.7%
Afternoon
35.1%
Evening
25.1%
Late
5.2%

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

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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 Diet Coke consumers purchase?

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Why do Diet Coke consumers try new brands?

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Where do Diet Coke consumers prefer to shop?

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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

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Every retailer, from Big Box to Bodegas to Online.

Research the Diet Coke Target Market

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

Thought bubble

What motivates the target market to purchase Diet Coke?

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What other target market should Diet Coke 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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