An approach is provided to analyze consumer behavior data. In the approach, location data corresponding to the consumers is identified. Discarded tagged packages are received from the consumers. The discarded tagged packages include wireless tags that associate the discarded tagged packages product identifiers. At a refuse collection point, each of the wireless tags are read (e.g., using an RFID reader). The reading retrieves the product identifiers associated from the tags on the discarded packages. The product identifiers and the location data are stored in a data store. Consumer consumption maps are generated from the stored product identifiers and location data.