Following our previous blog post highlighting results from our September 2015 survey of Canadian consumers buying food and beverage consumables products, we wanted to dive a bit deeper into the findings and look at heavy buyers and their underlying demographics (households who buy 11 times or more per year across 15 consumables categories).
By far the biggest predictor of heavy consumption patterns is the presence or absence of children in the home. Only 13 percent of households without children reported they purchased these consumables heavily, while 45 percent of the households with kids were heavy users (a 3-fold increase!). This suggests that companies would get the best results by targeting households with children rather than the 18-to-34 year olds that many marketers believe are the most desirable target.