[sageikosa]

That can be garnered from purchase data, at least on a household level.

[jinst8gmi]

You'd want the data before the purchases were made in order to influence the purchases (e.g. medicine...).

[oneeyedpigeon]

How is that data currently collected? Are you referring to store loyalty cards?

[sageikosa]

Just saying that it can be garnered, I have no idea on whether it is used, although store loyalty cards obviously play into targeted coupons you receive at the checkout.