Although they represent only 18.7% of U.S. households, high-income households represented 39.6% of wine dollar sales during the time period.
Other categories skewing to households with high incomes include diet aids, liquor, and floral/gardening supplies.
(by highest index)
|Top 10 Category Purchases:|
With $100,000+ Annual Income
|Dollar Volume Index*|
|4||Floral / Gardening||155|
|6||Snacks / Spreads / Dairy Dips||148|
|8||Skin Care Preparations||147|
|10||Juices / Refrigerated Drinks||142|
|*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.|
|Source: The Nielsen Company (June 30, 2007 - June 28, 2008).|
Nielsen’s Marketing Tip:
Retailers targeting high-income 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.