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Dawn
Numerator Brand Snapshot
See also:   Tide | Mr. Clean | Downy | Clorox
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$2.69
Brand Spend per Basket
5.8 %
Median Share of Basket Spend
$46.13
Median Total Basket Spend
Demographics
Who is shopping for Dawn and what are they like?
DEMOGRAPHIC INDEX
Under 24 105
25-34 89
35-44 88
45-54 103
55-64 121
Over 65 130
African American 134
Asian 100
Caucasian 93
Hispanic 128
Under $20k 123
$20k-40k 119
$40k-60k 109
$60k-80k 98
$80k-100k 90
$100k-125k 83
Over $125k 75
No College 123
College 99
Adv. Degree 80
Has Kids 93
No Kids 108
Brand Affinity
What other brands are Dawn shoppers buying most often?
TOP PARENT BRANDS AFFINITY
Tide 7.8x
Mr. Clean 7.1x
Downy 6.5x
Clorox 6.2x
Channels Shopped
Where are Dawn shoppers most likely to do their shopping?
TOP CHANNELS INDEX
Beauty 1
Club 178
Dollar 350
Drug 198
Food 74
Gas & Convenience 9
Mass 76
Basket Size
When Dawn is purchased, how many products are purchased along with it?
ITEMS IN BASKET INDEX
Urgent Need (1-2 Items) 11
Express Lane (3-10 Items) 76
Fill Up (11-20 Items) 208
Pantry Stocking (21+ Items) 424
Time of Day
When do Dawn shoppers make their purchases?
TIME OF DAY SHARE PURCHASED
Morning 16%
Noon 19%
Afternoon 36%
Evening 24%
Late 4%