Nabisco Consumer Insights

Who buys Nabisco? Nabisco consumers are generally very high income, African American, and lower middle age. Nabisco consumers are more likely to purchase Nabisco during larger pantry stocking trips. Brands such as Nabisco Triscuit, Nabisco Wheat Thins, and Pop-Tarts also tend to be purchased in the same trip. Sample consumer insights data below.

Nabisco 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
$2.99
% of Basket $ (median)
5.3%
Total Basket $ (median)
$55.89

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  • Recent demographic data

Nabisco Consumer Demographics

demographic
index
Female
101
Male
90
<24
73
25-34
90
35-44
108
45-54
102
55-64
97
65+
102
African American
106
Asian
85
Caucasian
103
Hispanic
87
demographic
index
Has Kids
105
No Kids
88
- $20k
85
$20k-40k
92
$40k-60k
93
$60k-80k
100
$80k-100k
104
$100k-125k
113
$125k +
115
No College
88
College
101
Adv. Degree
108

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Nabisco Basket Affinity & Size

brand
basket affinity
Nabisco Triscuit 7.2x
Nabisco Wheat Thins 5.8x
Pop-Tarts 5.4x
Nabisco Chips Ahoy! 5.1x
basket size
index
Urgent Need (1-2 Items)
7
Express Lane (3-10 Items)
48
Fill Up (11-20 Items)
154
Pantry Stocking (21+ Items)
436

Where is Nabisco Purchased?

channels
index
Beauty
2
Club
120
Dollar
110
Drug
11
Food
199
Gas & Convenience
18
Mass
38
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Fresh Selections 1.3x
Nabisco Triscuit 1.2x
Cinnamon Toast Crunch 1.2x
General Mills Cheerios 1.2x

How Did They Pay?

method
index
Cash
85
Credit
109
Debit
97
Food Stamps
124

When is Nabisco Purchased?

day of week
Sun
17.4%
Mon
13.7%
Tue
12.4%
Wed
12.3%
Thu
12.3%
Fri
15.5%
Sat
16.4%
time of day
Morning
15.4%
Noon
18.0%
Afternoon
33.8%
Evening
27.4%
Late
5.5%

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 Nabisco consumers purchase?

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Why do Nabisco consumers try new brands?

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Where do Nabisco 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 Nabisco Target Market

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

Thought bubble

What motivates the target market to purchase Nabisco?

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What other target market should Nabisco look at?

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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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