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DEMO DRILL DOWN Wine, Diet Aids, Gardening Product Categories Skew To High-Income U.S. Households
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DEMO DRILL DOWN Wine, Diet Aids, Gardening Product Categories Skew To High-Income U.S. Households

U.S. households earning $100,000 or more in annual income, spent more than twice as much on wine than average American consumers during the 52 weeks ending June 28, 2008.

Although they represent only 18.7% of U.S. households, high-income households represented 39.6% of wine dollar sales during the time period. 

Other categories skewing to households with high incomes include diet aids, liquor, and floral/gardening supplies.

Rank

(by highest index)

Top 10 Category Purchases:

U.S. Households

With $100,000+ Annual Income

Dollar Volume Index*
1 Wine 212
2 Diet Aids 158
3 Liquor 156
4 Floral / Gardening 155
5 Baby Needs 152
6 Snacks / Spreads / Dairy Dips 148
7 Baby Food 147
8 Skin Care Preparations 147
9 Fresh Produce 144
10 Juices / Refrigerated Drinks 142
*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.
Source: The Nielsen Company (June 30, 2007 – June 28, 2008).

Nielsen’s Marketing Tip:

Retailers targeting high-income households may want to promote these categories 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.