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Discount Stores - Shopped Past 30 Days

Source: Scarborough Research, 2011 R 1, February 2010-March 2011
National   Big Lots BJ's Wholesale Club Costco Dollar General Dollar Tree Family Dollar Kmart Sam's Club Target Walmart Did not shop Any discount store
National (%)   12% 5% 18% 16% 22% 14% 16% 14% 37% 55% 16% 84%
Age Groups                          
18 - 24 12% 87 76 69 100 109 123 90 79 97 105 102 100
25 - 34 18% 97 96 96 101 114 113 97 97 120 108 83 103
35 - 44 18% 99 117 113 98 104 99 99 103 120 105 83 103
45 - 54 19% 104 107 108 99 94 95 100 107 102 99 95 101
55 - 64 15% 111 104 109 101 93 93 107 114 91 95 103 99
65 or older 17% 100 93 97 101 89 83 105 95 67 88 137 93
                             
Generation Groups
Generation Y, Millennials
(18-24)		 12% 87 76 69 100 109 123 90 79 97 105 102 100
Generation X
(25-44)		 36% 98 107 104 99 109 106 98 100 120 107 83 103
Baby Boomers
(45-59)		 27% 104 105 107 99 93 94 101 108 99 98 97 101
Matures, WWII, Depression
(60-75)		 25% 105 98 101 102 91 86 106 102 74 90 127 95
                             
Household Income
< $25,000 15% 111 52 46 139 121 161 109 70 58 97 146 91
$25k - $34.9k 13% 121 66 63 137 122 149 124 81 74 104 115 97
$35k - $49.9k 19% 117 87 81 116 114 118 113 96 91 106 105 99
$50k - $74.9k 17% 106 107 102 102 104 90 104 117 111 108 84 103
$75k - $99.9k 14% 89 128 128 79 88 69 95 124 122 104 75 105
$100k or more 22% 69 140 154 51 66 43 69 106 128 86 85 103
                             
Household Size
One 13% 93 66 67 99 88 97 93 66 71 83 142 92
Two 30% 102 95 105 101 90 87 97 105 91 97 102 100
Three / Four 39% 98 111 105 98 101 100 100 103 111 104 90 102
Five or more 19% 106 108 106 104 123 123 110 109 113 109 89 102
                           
Race/Ethnicity
White 68% 97 106 100 101 93 82 99 101 102 102 92 102
Black/African American 11% 111 110 50 147 132 217 114 112 82 98 122 96
Asian 3% 58 76 202 30 69 29 70 82 120 84 95 101
Other -
Non-Hispanic		 3% 94 97 131 73 96 89 95 90 103 93 100 100
Hispanic 16% 116 74 107 82 116 115 104 95 97 99 121 96
                           
Presence of Children
Yes 40% 102 111 107 104 116 115 105 108 121 110 80 104
No 60% 99 93 95 97 89 90 97 95 86 93 113 97

Drug Stores - Bought Non-RX Health, Beauty Items Past 30 Days
Source: Scarborough Research, 2011 R 1, February 2010-March 2011
National Costco CVS Kmart Kroger Publix Rite Aid Safeway Target Walgreens Walmart Did not buy Any
drug store
National (%) 7% 23% 3% 4% 2% 11% 2% 18% 24% 33% 29% 71%
Age Groups                          
18 - 24 12% 52 91 88 91 62 92 77 89 91 103 120 92
25 - 34 18% 91 103 96 100 97 103 122 131 105 111 91 104
35 - 44 18% 110 110 105 118 125 107 113 139 110 111 85 106
45 - 54 19% 113 107 111 109 105 106 113 107 104 103 90 104
55 - 64 15% 123 102 108 102 100 100 98 80 99 94 98 101
65 or older 17% 99 83 88 75 99 89 67 45 87 79 123 91
                             
Generation Groups
Generation Y, Millennials
(18-24)		 12% 75 98 93 96 82 98 104 114 99 107 103 99
Generation X
(25-44)		 36% 110 110 105 118 125 107 113 139 110 111 85 106
Baby Boomers
(45-59)		 27% 118 105 110 106 103 104 106 95 102 99 93 103
Matures, WWII, Depression
(60-75)		 25% 99 83 88 75 99 89 67 45 87 79 123 91
                             
Household Income
< $25,000 15% 37 61 113 63 62 90 53 48 78 94 139 84
$25k - $34.9k 13% 46 76 117 83 78 89 68 60 88 104 126 90
$35k - $49.9k 19% 76 88 122 96 91 97 85 80 99 106 109 96
$50k - $74.9k 17% 99 99 99 115 104 102 97 107 106 111 89 104
$75k - $99.9k 14% 130 112 89 110 125 102 112 132 110 105 81 108
$100k or more 22% 176 143 70 120 126 113 157 149 112 85 72 111
                             
Household Size
One 13% 61 84 84 86 89 91 87 62 90 77 120 92
Two 30% 111 100 101 101 112 98 107 83 102 96 98 101
Three / Four 39% 106 106 103 106 101 105 104 118 103 105 94 102
Five or more 19% 97 99 103 96 85 98 89 117 98 111 102 99
                           
Race/Ethnicity
White 68% 103 103 96 113 107 99 104 104 102 105 89 105
Black/African American 11% 44 97 120 113 80 104 61 75 97 90 130 88
Asian 3% 223 125 76 66 54 124 224 130 93 70 94 102
Other -
Non-Hispanic		 3% 132 105 96 67 80 134 171 108 98 91 100 100
Hispanic 16% 97 85 107 48 97 91 75 94 96 93 129 88
                           
Presence of Children
Yes 40% 103 105 102 111 101 103 100 132 104 114 91 104
No 60% 98 97 98 93 99 98 100 78 97 90 106 97
                           

Grocery Stores - Shopped Past 7 Days
Source: Scarborough Research, 2011 R 1, February 2010-March 2011
National Albertsons ALDI Costco Kroger Publix Safeway Sam's Club Super Target Trader Joe's Walmart Supercenter Did not shop Any grocery store
National (%) 6% 7% 16% 12% 8% 8% 13% 6% 8% 37% 2% 99%
Age Groups                          
18 - 24 12% 91 112 87 100 78 92 99 93 73 115 150 99
25 - 34 18% 94 94 98 101 88 98 97 127 90 111 111 100
35 - 44 18% 100 102 111 104 102 100 106 137 106 105 81 100
45 - 54 19% 110 101 106 103 101 102 105 101 108 98 78 100
55 - 64 15% 105 90 106 102 104 106 106 81 117 90 90 100
65 or older 17% 97 103 88 89 122 100 87 53 98 83 106 100
                             
Generation Groups
Generation Y, Millennials
(18-24)		 12% 93 102 93 101 84 96 98 113 83 113 127 100
Generation X
(25-44)		 36% 100 102 111 104 102 100 106 137 106 105 81 100
Baby Boomers
(45-59)		 27% 107 96 106 103 102 104 105 92 112 94 84 100
Matures, WWII, Depression
(60-75)		 25% 97 103 88 89 122 100 87 53 98 83 106 100
                             
Household Income
< $25,000 15% 74 114 47 92 80 68 69 54 41 103 163 99
$25k - $34.9k 13% 89 125 61 95 91 88 82 69 56 109 126 100
$35k - $49.9k 19% 94 116 80 96 104 87 97 84 72 108 108 100
$50k - $74.9k 17% 108 108 99 110 107 101 113 108 91 112 80 100
$75k - $99.9k 14% 112 94 128 105 108 114 123 131 126 100 73 100
$100k or more 22% 115 60 158 102 105 131 109 137 180 76 69 100
                             
Household Size
One 13% 80 94 58 96 95 93 57 62 93 78 150 99
Two 30% 104 94 99 100 116 113 98 83 115 94 93 100
Three / Four 39% 101 101 108 105 99 98 107 117 102 106 93 100
Five or more 19% 106 113 115 91 79 88 117 118 77 114 91 100
                           
Race/Ethnicity
White 68% 95 105 97 107 101 103 98 101 110 103 84 100
Black/African American 11% 51 142 54 146 109 66 117 78 51 107 189 99
Asian 3% 159 47 219 66 49 224 93 100 217 61 81 100
Other -
Non-Hispanic		 3% 131 96 133 72 95 164 93 116 145 86 92 100
Hispanic 16% 138 61 113 49 100 76 101 107 61 95 114 100
                           
Presence of Children
Yes 40% 101 106 110 104 90 95 112 133 89 114 88 100
No 60% 100 96 93 97 107 103 92 78 108 91 108 100
                           
Amount Household Spent on Groceries Past 7 Days
Less than $50 8% 72 114 49 90 79 83 48 60 65 80 71 100
$50 - $74 13% 87 123 68 90 93 92 70 67 77 88 29 101
$75 - $99 14% 96 113 84 109 105 98 88 90 99 98 25 101
$100 - $124 19% 98 96 97 102 99 96 99 94 99 102 32 101
$125 - $149 14% 109 91 111 101 111 103 111 111 115 105 32 101
$150 - $199 14% 104 92 120 107 104 108 118 133 112 107 22 101
$200 or more 18% 124 89 144 102 106 116 140 127 120 113 34 101
                             

Understanding consumer demographic differences for certain products by retailer gives you greater insight on who to target.

Please note: if more information / insights are needed, please contact a Valassis sales representative

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