Skittles
Numerator Brand Snapshot
Omnichannel Visibility Demo
Learn how to apply real-time purchase data and shopper behavior surveys from Numerator Insights to boost your sales efforts.
$1.69
Brand Spend per Basket
6.2 %
Median Share of Basket Spend
$27.20
Median Total Basket Spend
Demographics
Who is shopping for Skittles and what are they like?
| DEMOGRAPHIC | INDEX |
| Under 24 |
93
|
| 25-34 |
83
|
| 35-44 |
107
|
| 45-54 |
114
|
| 55-64 |
95
|
| Over 65 |
71
|
| African American |
122
|
| Asian |
66
|
| Caucasian |
102
|
| Hispanic |
96
|
| Under $20k |
95
|
| $20k-40k |
94
|
| $40k-60k |
95
|
| $60k-80k |
102
|
| $80k-100k |
113
|
| $100k-125k |
102
|
| Over $125k |
100
|
| No College |
98
|
| College |
98
|
| Adv. Degree |
109
|
| Has Kids |
110
|
| No Kids |
87
|
Brand Affinity
What other brands are Skittles shoppers buying most often?
| TOP PARENT BRANDS | AFFINITY |
| Trolli | 11.2x |
| Twix | 8.6x |
| Life Savers | 8.5x |
| M&M's | 8.5x |
Channels Shopped
Where are Skittles shoppers most likely to do their shopping?
| TOP CHANNELS | INDEX |
| Beauty |
1
|
| Club |
204
|
| Dollar |
345
|
| Drug |
176
|
| Food |
42
|
| Gas & Convenience |
194
|
| Mass |
87
|
Basket Size
When Skittles is purchased, how many products are purchased along with it?
| ITEMS IN BASKET | INDEX |
| Urgent Need (1-2 Items) |
14
|
| Express Lane (3-10 Items) |
99
|
| Fill Up (11-20 Items) |
200
|
| Pantry Stocking (21+ Items) |
324
|
Time of Day
When do Skittles shoppers make their purchases?
| TIME OF DAY | SHARE PURCHASED |
| Morning | 17% |
| Noon | 17% |
| Afternoon | 34% |
| Evening | 27% |
| Late | 5% |