DEMO DRILL DOWN Sales Of Canning Supplies, Auto Products, and Tobacco Skew To Rural U.S. Households

DEMO DRILL DOWN Sales Of Canning Supplies, Auto Products, and Tobacco Skew To Rural U.S. Households

Rural American households spent more than twice as much on canning and freezing supplies, 47% more on automotive products, and 38% more on tobacco and accessories than average American households during the 52 weeks ending June 28, 2008, according to Nielsen.

“Plain Rural Living” households — a Nielsen Spectra lifestyle segment that includes households in small towns and rural areas with the lowest population densities — account for 21% of all American households.  These households represented 43% of canning/freezing supplies product dollar sales, 31% of automotive product dollar sales, and 29% of tobacco and accessories product dollar sales.

Other categories skewing to rural households include insecticides, pesticides, and rodenticides, as well as fresh meat, flour, sugar/sweeteners, pet food, and carbonated beverages.


(by highest index)

Top 10 Categories:

Rural Households

Dollar Volume Index
1 Canning, Freezing Supplies 204
2 Automotive 147
3 Tobacco and Accessories 138
4 Insecticides/Pesticides/Rodenticides 128
5 Flour 128
6 Sugar, Sweeteners 126
7 Fresh Meat 124
8 Pet Food 118
9 Carbonated Beverages 115
10 Charcoal, Logs, Accessories 113
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 rural 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.