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M&M's
Numerator Brand Snapshot
See also:   Skittles | Twix | Snickers | Kit Kat
INFOGRAPHIC
Omnichannel Growth
Find out if your sales are really down or just hiding in new channels. Explore the gap – what we call the "blind spot" – between dollar and basket growth in traditional channels compared to all channels in the omnichannel market.
$2.67
Brand Spend per Basket
8.4 %
Median Share of Basket Spend
$31.66
Median Total Basket Spend
Demographics
Who is shopping for M&M's and what are they like?
DEMOGRAPHIC INDEX
Under 24 82
25-34 83
35-44 97
45-54 105
55-64 115
Over 65 110
African American 73
Asian 68
Caucasian 109
Hispanic 75
Under $20k 91
$20k-40k 95
$40k-60k 99
$60k-80k 102
$80k-100k 108
$100k-125k 104
Over $125k 101
No College 99
College 99
Adv. Degree 103
Has Kids 100
No Kids 100
Brand Affinity
What other brands are M&M's shoppers buying most often?
TOP PARENT BRANDS AFFINITY
Skittles 9.1x
Twix 8.1x
Snickers 7.4x
Kit Kat 5.8x
Channels Shopped
Where are M&M's shoppers most likely to do their shopping?
TOP CHANNELS INDEX
Beauty 3
Club 63
Dollar 191
Drug 303
Food 101
Gas & Convenience 181
Mass 78
Basket Size
When M&M's is purchased, how many products are purchased along with it?
ITEMS IN BASKET INDEX
Urgent Need (1-2 Items) 17
Express Lane (3-10 Items) 100
Fill Up (11-20 Items) 190
Pantry Stocking (21+ Items) 322
Time of Day
When do M&M's shoppers make their purchases?
TIME OF DAY SHARE PURCHASED
Morning 15%
Noon 17%
Afternoon 36%
Evening 27%
Late 5%