Gillette Consumer Insights

Who buys Gillette? Gillette consumers are generally very high income, Hispanic, and adolescent age. Gillette consumers are more likely to purchase Gillette during larger pantry stocking trips. Brands such as Secret, Olay, and Listerine also tend to be purchased in the same trip. Sample consumer insights data below.

Gillette 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
$5.91
% of Basket $ (median)
10.2%
Total Basket $ (median)
$57.70

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

Gillette Consumer Demographics

demographic
index
Female
100
Male
98
<24
118
25-34
115
35-44
99
45-54
91
55-64
83
65+
69
African American
70
Asian
105
Caucasian
98
Hispanic
123
demographic
index
Has Kids
97
No Kids
107
- $20k
102
$20k-40k
97
$40k-60k
95
$60k-80k
98
$80k-100k
100
$100k-125k
99
$125k +
113
No College
97
College
101
Adv. Degree
101

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Gillette Basket Affinity & Size

brand
basket affinity
Secret 9.8x
Olay 6.7x
Listerine 6.5x
Cascade 6.4x
basket size
index
Urgent Need (1-2 Items)
15
Express Lane (3-10 Items)
69
Fill Up (11-20 Items)
162
Pantry Stocking (21+ Items)
331

Where is Gillette Purchased?

channels
index
Beauty
57
Club
99
Dollar
72
Drug
313
Food
43
Gas & Convenience
3
Mass
115
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Fresh Selections 1.3x
International Delight 1.2x
Nabisco Triscuit 1.2x
Diet Pepsi 1.2x

How Did They Pay?

method
index
Cash
99
Credit
98
Debit
108
Food Stamps
35

When is Gillette Purchased?

day of week
Sun
18.2%
Mon
12.9%
Tue
11.9%
Wed
11.8%
Thu
11.9%
Fri
14.7%
Sat
18.6%
time of day
Morning
14.0%
Noon
17.1%
Afternoon
34.5%
Evening
27.1%
Late
7.3%

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 Gillette consumers purchase?

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Why do Gillette consumers try new brands?

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Where do Gillette 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

Omnichannel Visibility
Every retailer, from Big Box to Bodegas to Online.

Research the Gillette Target Market

Arrow and target

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

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What motivates the target market to purchase Gillette?

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What other target market should Gillette 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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