Marketing Smarter with Basket Overlap Insights

Gener8’s Purchase Intelligence dataset uncovers which brands and items are typically purchased together

Ever wondered what your customers are buying alongside your brand?

Understanding what ends up in the same shopping basket can reveal powerful insights about customer behaviour. By analysing eReceipts from online purchases, brands and agencies can go beyond tracking individual product sales to reconstructing entire shopping baskets and uncovering which brands and products are most often bought together. 

This ‘basket overlap’ analysis reveals unexpected affinities between brands, opening up new opportunities for smarter targeting, personalised messaging, strategic cross-promotions, and co-marketing partnerships.

Identify cross-category basket overlaps

For this analysis, we examined how often crisps are purchased alongside soft drinks. To keep the scope focused, we limited the analysis to the top seven crisp brands and the top four soft drink brands. 

Among all transactions that included a crisp purchase, we found that 36% also included a soft drink.

When crisps were bought alongside a soft drink, Coca-Cola emerged as the leading choice - appearing in 54% of those transactions, which was likely influenced by a combination of its brand strength and retail dynamics.

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Reveal brand-specific affinities from customer baskets

We also examined which crisp brands are most frequently purchased alongside soft drinks.

Our analysis showed that mainstream crisp brands such as Doritos and Walkers, often purchased as impulse buys or everyday snacks, are frequently found in baskets alongside soft drinks (32-39% overlap).

In contrast, Tyrrells and Kettle Chips showed a lower overlap with soft drinks (24-26%), reflecting their positioning as premium, artisanal snacks. These brands are typically associated with more refined occasions - like wine pairings or gourmet gatherings.

By analysing individual brands, we can also identify which soft drink brands are most frequently purchased alongside specific crisp brands. Our analysis revealed that Kettle Chips have a strong association with Pepsi purchases, while Doritos are more commonly bought alongside Fanta.

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How can basket overlap analysis strengthen your marketing strategy?

Here’s how brands and agencies can benefit from eReceipt co-purchase analysis:

1 - Audience Segmentation & Targeting:
‍Group shoppers by what they buy together - like Walkers crisps with Coca-Cola or Doritos with Fanta - to tailor campaigns. This will help create specific customer groups and target them with relevant ads or offers, boosting marketing effectiveness. With the help of our audience segmentation framework, you’ll be able to identify and focus on the right target groups.

2 - Partnership Strategy:
Discover which crisp and soft drink brands share customers to spot partnership opportunities. For example, if Kettle Chips and Pepsi often appear together in receipts, they could team up for joint promotions or influencer campaigns.

3 - Cross-Selling and Bundling:
Use brand pairing insights to create smarter bundles and promotions. For example, if Doritos are often bought with Pepsi but not with Fanta, marketers can promote a Doritos–Fanta deal to boost cross-sell. These insights help increase basket size, campaign relevance, and sales.

4 - Product Innovation & Assortment:
‍Basket insights show patterns - like Doritos often being bought with Fanta or Kettle Chips with Pepsi. This can guide new product ideas (e.g., combo packs), better shelf placement, and targeted promotions.

5 - Measure Campaign Impact:
‍With eReceipts tied to real-time purchases, marketers can see how promotions drive sales—like if a Doritos + Pepsi discount boosts co-purchase. This helps track ROI, price sensitivity, and what’s working, so future campaigns can be smarter and better targeted.

In summary, deep item-level eReceipt analysis equips brands and agencies with a data‑driven understanding of co‑purchase behaviour. These insights translate into more effective cross-selling programs, precision targeting of customer segments, smarter co-brand partnerships, and personalised promotions – all of which can drive higher sales and loyalty.

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How can I access this data?

We utilised Gener8's Purchase Intelligence dataset to reveal basket overlap insights behind crisp and soft drink transactions.

Gener8 Labs’ complete data and insights solution empowers media and marketing businesses to find actionable consumer and market insights, using our unique, consented, first party panel data sets that are all connected around one user ID.

Discover how you can power your decisions and gain a competitive edge from our behavioural truth set by contacting us today!