DEMO DRILL DOWN Dried VeggiesGrains, Ice Sales Skew To Hispanic-American Households

DEMO DRILL DOWN Dried VeggiesGrains, Ice Sales Skew To Hispanic-American Households

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:

Hispanic-American Households

Dollar Volume Index
1 Vegetables and Grains – Dried 190
2 Ice 188
3 Baby Food 175
4 Baby Needs 172
5 Disposable Diapers 164
6 Hair Care 144
7 Family Planning 143
8 Fragrances – Women 140
9 Grooming Aids 136
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.

Read coverage of Nielsen’s findings in Brandweek and Food Product Design.