In numbers

What half a million students tell us, in charts.

What half a million students tell us, in charts.

What half a million students tell us, in charts.

Every figure here comes from Dig In’s own distribution records and student surveys, with its sample size and year. Use them, cite them, and ask us for the detail behind any of them.

Reach, at a glance.

A Welcome Bag in the rooms of three in four UK freshers, and a survey programme with over a million responses behind it.

500,000
students reached each September
Welcome bags in 1,018 halls, 2026
3 in 4
of UK freshers
First-year places reached vs HESA first-year entrants
1,000+
halls of residence
2026 distribution
90+
towns and cities in the UK and Ireland
2026 delivery list
1M+
survey responses since 2016
1,033,297 Typeform submissions to Feb 2026
Dig In data
students reached each September500,000Welcome bags in 1,018 halls, 2026
of UK freshers3 in 4First-year places reached vs HESA first-year entrants
halls of residence1,000+2026 distribution
towns and cities in the UK and Ireland90+2026 delivery list
survey responses since 20161M+1,033,297 Typeform submissions to Feb 2026

What has changed.

We have surveyed students every year since 2017, so we see the shifts as they happen.

Brand surveys run, cumulative
196 brand surveys for 161 brands, 2018 to 8 October 2026. Dig In survey store.
Brand surveys run, cumulative
20188
201919
202034
202163
202294
202398
2024131
2025170
2026196
Main supermarket
Aldi or LidlTesco
Share naming each as the supermarket they mainly shop at. Dig In surveys: 2017 n=7,936; 2018 n=7,898; 2021 n=1,957; 2024 n=269.
Main supermarket
201722%Tesco 34%
201830%Tesco 33%
202132%Tesco 32%
202436%Tesco 23%
£40+ a week on groceries
Share of students spending £40 or more a week at the supermarket. Dig In surveys: 2017 n=3,389; 2021 n=1,957; 2024 n=2,083 (2024 band starts at £41).
£40+ a week on groceries
20179%
202111%
202422%
International students, share of sign-ups
Share of Welcome Bag sign-ups from international students. Freshers giveaway and Golden Ticket sign-ups: 2017 n=46,447; 2018 n=79,236; 2024 n=61,524; 2025 n=55,955.
International students, share of sign-ups
201732%
201828%
202430%
202529%

Students say yes after trying.

Share of surveyed students likely to buy, or buy again, after receiving a sample in five recent campaigns.

Likely to buy after sampling
Venusn=3,530, Freshers 2024
90.2%
Coca-Cola Original and Zero Sugarn=3,019, 2026
89.9%
Hershey’s and Reese’slikely to buy again, n=3,381, Freshers 2024
89.7%
NIVEA Softlikely to buy again, n=2,986, Freshers 2024
87.6%
Gilletten=1,703, Freshers 2024
87.4%
Source: Dig In survey store, read 8 October 2026. Stated purchase intent among students who received a sample, not sales.
Likely to buy after sampling
Venus90.2%n=3,530, Freshers 2024
Coca-Cola Original and Zero Sugar89.9%n=3,019, 2026
Hershey’s and Reese’s89.7%likely to buy again, n=3,381, Freshers 2024
NIVEA Soft87.6%likely to buy again, n=2,986, Freshers 2024
Gillette87.4%n=1,703, Freshers 2024

What students told us.

Six findings from Dig In surveys and campaigns, each with its sample and year.

88.7%
said the welcome bag improved their welcome to university
Golden Ticket survey, 2024, n=48,991
96%
still carried their Santander tote weeks later
2025, n=50,000. Santander End of Campaign Report
51%
prefer zero or reduced-sugar drinks
Coca-Cola surveys, 2026, n=3,393
60%
had never heard of Sprite Chill before their sample
Coca-Cola surveys, 2026
59%
put the Adobe Express wall planner from their bag on their wall
Adobe survey, 2025, n=8,421. A further 30% planned to
59%
didn’t know Boots offered student discounts before starting university
Boots Freshers survey, 2024, n=6,371
Dig In data
said the welcome bag improved their welcome to university88.7%Golden Ticket survey, 2024, n=48,991
still carried their Santander tote weeks later96%2025, n=50,000. Santander End of Campaign Report
prefer zero or reduced-sugar drinks51%Coca-Cola surveys, 2026, n=3,393
had never heard of Sprite Chill before their sample60%Coca-Cola surveys, 2026
put the Adobe Express wall planner from their bag on their wall59%Adobe survey, 2025, n=8,421. A further 30% planned to
didn’t know Boots offered student discounts before starting university59%Boots Freshers survey, 2024, n=6,371

The money confidence gap.

Students know money matters. Far fewer feel ready to manage it.

Student Futures Index 2026
Rate managing money as an important life skilln=1,086
88%
Feel confident managing moneyn=1,086
30%
Source: Student Futures Index 2026, by Dig In with We Are Futures (n=1,086).
Student Futures Index 2026
Rate managing money as an important life skill88%n=1,086
Feel confident managing money30%n=1,086

mydigin.com, nearly double last year.

Golden Ticket sign-ups to mydigin.com by 28 September, by year.

47,974
31,191
59,935
2024
by 28 Sep
2025
by 28 Sep
2026
by 28 Sep
Source: mydigin.com sign-up data at 28 September each year.
Dig In data
202447,974by 28 Sep
202531,191by 28 Sep
202659,935by 28 Sep

Students, unfiltered.

Not every question is commercial. Some recent answers, and some quick-fire classics from our earliest giveaways, each with its year and sample.

Freshers 2024 and 2025
72%
want an air fryer but don’t have one
Flava It survey, 2025, n=2,857
83%
have a skincare routine
NIVEA survey, 2024, n=3,094
61%
would share their Kinder Bueno
Kinder giveaway, 2024, n=2,954
46%
drink about 2 litres of water a day
Liquid I.V. survey, 2024, n=5,423
45%
have fewer than 500 followers on their biggest platform
Golden Ticket sign-up, 2025, n=11,117
61.8%
Staying in tonight
Freshers 2017, n=46,447
63.4%
Fly for a day
2018, n=79,236
Freshers 2024 and 2025
want an air fryer but don’t have one72%Flava It survey, 2025, n=2,857
have a skincare routine83%NIVEA survey, 2024, n=3,094
would share their Kinder Bueno61%Kinder giveaway, 2024, n=2,954
drink about 2 litres of water a day46%Liquid I.V. survey, 2024, n=5,423
have fewer than 500 followers on their biggest platform45%Golden Ticket sign-up, 2025, n=11,117
Staying in tonight61.8%Freshers 2017, n=46,447
Fly for a day63.4%2018, n=79,236
Quick-fire classics, 2017 and 2018
74%Night owl26%Early bird
2017, n=3,389
71%Dogs29%Cats
2017, n=3,389
85%A book15%A Kindle
2017, n=46,447
60%Tea40%Coffee
2018, n=79,236
63%Nike37%Adidas
2017, n=46,447
62%Staying in tonight38%Going out
Freshers 2017, n=46,447
63%Fly for a day37%Invisible for a day
2018, n=79,236
Source: Dig In Freshers giveaway and box feedback surveys.
Quick-fire classics, 2017 and 2018
Night owl73.5%Early bird 26%2017, n=3,389
Dogs71.1%Cats 29%2017, n=3,389
A book84.9%A Kindle 15%2017, n=46,447
Tea59.7%Coffee 40%2018, n=79,236
Nike63%Adidas 37%2017, n=46,447
Staying in tonight61.8%Going out 38%Freshers 2017, n=46,447
Fly for a day63.4%Invisible for a day 37%2018, n=79,236

Be the first brand they meet. And the one they remember.