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Old Spice
Numerator Brand Snapshot
See also:   Suave | Colgate | Dial | Dove
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$4.69
Brand Spend per Basket
8.4 %
Median Share of Basket Spend
$56.14
Median Total Basket Spend
Demographics
Who is shopping for Old Spice and what are they like?
DEMOGRAPHIC INDEX
Under 24 132
25-34 131
35-44 99
45-54 94
55-64 84
Over 65 67
African American 86
Asian 64
Caucasian 104
Hispanic 105
Under $20k 104
$20k-40k 101
$40k-60k 100
$60k-80k 105
$80k-100k 110
$100k-125k 98
Over $125k 84
No College 103
College 102
Adv. Degree 91
Has Kids 102
No Kids 97
Brand Affinity
What other brands are Old Spice shoppers buying most often?
TOP PARENT BRANDS AFFINITY
Suave 7.7x
Colgate 4.9x
Dial 4.6x
Dove 4.6x
Channels Shopped
Where are Old Spice shoppers most likely to do their shopping?
TOP CHANNELS INDEX
Beauty 6
Club 10
Dollar 53
Drug 106
Food 141
Gas & Convenience 10
Mass 104
Basket Size
When Old Spice is purchased, how many products are purchased along with it?
ITEMS IN BASKET INDEX
Urgent Need (1-2 Items) 10
Express Lane (3-10 Items) 68
Fill Up (11-20 Items) 187
Pantry Stocking (21+ Items) 491
Time of Day
When do Old Spice shoppers make their purchases?
TIME OF DAY SHARE PURCHASED
Morning 15%
Noon 16%
Afternoon 33%
Evening 28%
Late 8%