Although they represent only 10.5% of U.S. households, these larger households represented 27.6% of disposable diaper dollar sales and 26.7% of baby food dollar sales during the time period.
Other categories skewing to larger households include prepared food mixes, frozen juices, and breakfast foods.
(by highest index)
|Top 10 Categories:|
U.S. Households With
5 Or More Members
|Dollar Volume Index|
|3||Prepared Food - Dry Mixes||191|
|4||Juices, Drinks - Frozen||188|
|7||Fruit - Dried||180|
|8||Table Syrups, Molasses||176|
|Source: The Nielsen Company (June 30, 2007 - June 28, 2008).|
|*Note: “Dollar Volume Index” is a demographic segment’s share of dollar sales, divided by a segment’s share of U.S. households, multiplied by 100.|
Nielsen’s Marketing Tip:
Retailers targeting larger households may want to promote these categories with feature ads, displays, and product assortments. Manufacturers should consider cross-promoting and cross-couponing items in these categories.
Nielsen’s Dollar Volume Index identifies demographic groups that account for above or below average dollar volume purchases for a given product category.
Data for the index was collected via Nielsen’s Homescan consumer panel, a nationally representative sample of U.S. households that provides a stratified, proportionate, non-biased representation of the U.S. population. Homescan panelists scan all of their UPC coded purchases after every shopping trip, allowing Nielsen to capture their complete shopping and buying behavior.