Shredded Wheat Consumer Insights

Who buys Shredded Wheat? Shredded Wheat consumers are generally median income, Caucasian, and senior age. Shredded Wheat consumers are more likely to purchase Shredded Wheat during larger pantry stocking trips. Brands such as Weight Watchers Smart Ones, Kelloggs Frosted Mini Wheat, and Nabisco Triscuit also tend to be purchased in the same trip. Sample consumer insights data below.

Shredded Wheat 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
$2.92
% of Basket $ (median)
4.5%
Total Basket $ (median)
$65.43

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

Shredded Wheat Consumer Demographics

demographic
index
Female
99
Male
112
<24
87
25-34
66
35-44
62
45-54
130
55-64
225
65+
423
African American
49
Asian
46
Caucasian
110
Hispanic
67
demographic
index
Has Kids
75
No Kids
158
- $20k
74
$20k-40k
84
$40k-60k
107
$60k-80k
121
$80k-100k
77
$100k-125k
109
$125k +
114
No College
93
College
99
Adv. Degree
115

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Shredded Wheat Basket Affinity & Size

basket size
index
Urgent Need (1-2 Items)
7
Express Lane (3-10 Items)
44
Fill Up (11-20 Items)
160
Pantry Stocking (21+ Items)
440

Where is Shredded Wheat Purchased?

channels
index
Drug
47
Food
42
Mass
181
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Kelloggs Frosted Mini Wheat 1.7x
Birds Eye Steamfresh 1.6x
Maxwell House 1.6x
Dannon Oikos 1.6x

How Did They Pay?

method
index
Cash
120
Credit
116
Debit
81
Food Stamps
67

When is Shredded Wheat Purchased?

day of week
Sun
17.0%
Mon
15.2%
Tue
12.2%
Wed
12.9%
Thu
11.5%
Fri
14.5%
Sat
16.7%
time of day
Morning
17.8%
Noon
18.5%
Afternoon
33.1%
Evening
22.5%
Late
8.0%

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 Shredded Wheat consumers purchase?

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Why do Shredded Wheat consumers try new brands?

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Where do Shredded Wheat 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 Shredded Wheat Target Market

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

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What motivates the target market to purchase Shredded Wheat?

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What other target market should Shredded Wheat 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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