DEMO DRILL DOWN Baby-Related Product Categories Skew To Larger U.S. Households

DEMO DRILL DOWN Baby-Related Product Categories Skew To Larger U.S. Households

U.S. households with five or more members spent almost 2.5 times as much on diapers and baby food than average American consumers during the 52 weeks ending June 28, 2008, according to Nielsen.

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
1 Disposable Diapers 263
2 Baby Food 255
3 Prepared Food – Dry Mixes 191
4 Juices, Drinks – Frozen 188
5 Sanitary Protection 184
6 Breakfast Food 183
7 Fruit – Dried 180
8 Table Syrups, Molasses 176
9 Baby Needs 175
10 Cereal 175
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.