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Humm Kombucha
Numerator Brand Snapshot
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$3.00
Brand Spend per Basket
9.8 %
Median Share of Basket Spend
$30.48
Median Total Basket Spend
Demographics
Who is shopping for Humm Kombucha and what are they like?
DEMOGRAPHIC INDEX
Under 24 161
25-34 195
35-44 83
45-54 76
55-64 67
Over 65 70
African American 57
Asian 96
Caucasian 105
Hispanic 87
Under $20k 117
$20k-40k 83
$40k-60k 93
$60k-80k 84
$80k-100k 116
$100k-125k 116
Over $125k 109
No College 50
College 113
Adv. Degree 107
Has Kids 85
No Kids 118
Brand Affinity
What other brands are Humm Kombucha shoppers buying most often?
TOP PARENT BRANDS AFFINITY
Bolthouse Farms 23.9x
Earthbound Farm Organic 16.3x
Larabar 15.4x
Taylor Farms 11.2x
Channels Shopped
Where are Humm Kombucha shoppers most likely to do their shopping?
TOP CHANNELS INDEX
Beauty 12
Club 119
Dollar 5
Drug 3
Food 124
Gas & Convenience 18
Mass 100
Basket Size
When Humm Kombucha 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) 92
Fill Up (11-20 Items) 244
Pantry Stocking (21+ Items) 308
Time of Day
When do Humm Kombucha shoppers make their purchases?
TIME OF DAY SHARE PURCHASED
Morning 13%
Noon 14%
Afternoon 38%
Evening 29%
Late 6%