Downy Consumer Insights

Who buys Downy? Downy consumers are generally very low income, Hispanic, and adolescent age. Downy consumers are more likely to purchase Downy during larger pantry stocking trips. Brands such as Tide, Gain, and Clorox also tend to be purchased in the same trip. Sample consumer insights data below.

Downy 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
$5.99
% of Basket $ (median)
9.1%
Total Basket $ (median)
$66.16

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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

Downy Consumer Demographics

demographic
index
Female
103
Male
73
<24
107
25-34
105
35-44
100
45-54
100
55-64
87
65+
81
African American
124
Asian
134
Caucasian
86
Hispanic
171
demographic
index
Has Kids
102
No Kids
95
- $20k
113
$20k-40k
112
$40k-60k
99
$60k-80k
98
$80k-100k
97
$100k-125k
92
$125k +
92
No College
115
College
101
Adv. Degree
79

Understand Downy Consumer Behavior

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Downy Basket Affinity & Size

brand
basket affinity
Tide 16.7x
Gain 8.4x
Clorox 8.0x
Cascade 7.8x
basket size
index
Urgent Need (1-2 Items)
10
Express Lane (3-10 Items)
61
Fill Up (11-20 Items)
164
Pantry Stocking (21+ Items)
370

Where is Downy Purchased?

channels
index
Beauty
1
Club
144
Dollar
202
Drug
63
Food
63
Gas & Convenience
2
Mass
122
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Marlboro Gold Pack 1.3x
Tide 1.3x
Gain 1.3x
Charmin 1.2x

How Did They Pay?

method
index
Cash
95
Credit
84
Debit
115
Food Stamps
51

When is Downy Purchased?

day of week
Sun
17.4%
Mon
12.7%
Tue
12.3%
Wed
11.7%
Thu
11.7%
Fri
15.1%
Sat
19.0%
time of day
Morning
14.5%
Noon
17.9%
Afternoon
35.0%
Evening
26.4%
Late
6.1%

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 Downy consumers purchase?

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Why do Downy consumers try new brands?

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Where do Downy 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 Downy Target Market

Arrow and target

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

Thought bubble

What motivates the target market to purchase Downy?

magnifying glass

What other target market should Downy 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