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:
|Dollar Volume Index|
|1||Canning, Freezing Supplies||204|
|3||Tobacco and Accessories||138|
|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.