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DEMO DRILL DOWN Feminine Hygiene, Cosmetics Product Categories Skew To U.S. Households With Working Women
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DEMO DRILL DOWN Feminine Hygiene, Cosmetics Product Categories Skew To U.S. Households With Working Women

U.S. households with fulltime working women spent over one-third more on sanitary protection, family planning, and cosmetics products than average American households during the 52 weeks ending June 28, 2008, according to Nielsen.

Professional women live in almost one-third (32.3%) of U.S. households.  In 2007 and 2008, these households represented 44.3% of sanitary product dollar sales, 43.6% of family planning product dollar sales, and 43.3% of cosmetic product dollar sales.

Other categories skewing to households with working women include ethnic health and beauty aids, baby needs, gum, and diet aids.

Rank

(by highest index)

Top 10 Categories:

U.S. Households With

Fulltime Working Women

Dollar Volume Index
1 Sanitary Protection 137
2 Family Planning 135
3 Cosmetics 134
4 Fragrances – Women 129
5 Baby Needs 129
6 Ethnic Health and Beauty Aids 128
7 Gum 128
8 Diet Aids 127
9 Grooming Aids 126
10 Hair Care 125
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 households with working women 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.