Hispanic-American households spent almost twice as much (90% more) on dried vegetables and grains than average American households during the 52 weeks ending June 28, 2008, according to Nielsen.
These households also outspent average households by 88% on purchases of ice, and by 75%, 72%, and 64%, respectively, on purchases of baby food, baby needs, and disposable diapers.
Acculturated Hispanic-American households — those that speak at least some English at home — account for 10.8% of all U.S. households. These households represented 20.5% of dried vegetables and grains product dollar sales and 20.3% of ice product dollar sales. Hispanic-American households also accounted for 18.9% of baby food product dollar sales, 18.6% of baby needs product dollar sales, and 17.7% of disposable diapers product dollar sales.
Other categories skewing to Hispanic-American households include hair care, family planning, women’s fragrances, grooming aids, and juices and drinks.
(by highest index)
|Top 10 Categories:
|Dollar Volume Index|
|1||Vegetables and Grains – Dried||190|
|8||Fragrances – Women||140|
|10||Juices, Drinks – Shelf Stable||133|
|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 Hispanic-American households may want to promote these categories (above) 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.