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Thanksgiving Rules In The Northeast, But Southerners Claim Largest Piece Of Frozen Pie Sales
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Thanksgiving Rules In The Northeast, But Southerners Claim Largest Piece Of Frozen Pie Sales

Consumers in the northeastern U.S. take their Thanksgiving feasts seriously.

Supermarket shoppers in markets like Hartford and New Haven, Conn., Pittsburgh, and Boston spend significantly more, percentage-wise, on ready-made Thanksgiving-related food products than average American consumers, Nielsen reported Thursday.

Hartford/New Haven residents were the top consumers of stuffing products, spending 44% more than average American consumers during the 52 weeks ending September 6, 2008.

During the same period, shoppers in Pittsburgh dominated sales of canned gravy, spending 119% more than average Americans, while Boston consumers spent 194% more than average Americans on New England’s signature fruit condiment, cranberry sauce, according to Nielsen.

But when it comes to Thanksgiving dessert, northeasterners can’t compete with their neighbors to the south, who purchased the lion’s share of frozen pies.

Little Rock, A.R., Birmingham, A.L., and Memphis, Tenn. topped Nielsen’s ranking of the top markets for frozen pie sales.  Shoppers in these three markets spent 75% to 102% more on frozen pies than average Americans.

Rank

(by highest index)

Top 10 U.S. Markets:

Stuffing Products

Dollar Sales Index

Vs.

Total U.S. Sales

1 HARTFORD/NEW HAVEN 144
2 SYRACUSE 141
3 BUFFALO/ROCHESTER 140
4 ALBANY 139
5 PHILADELPHIA 138
6 CLEVELAND 138
7 PITTSBURGH 132
8 BALTIMORE 130
9 RALEIGH/DURHAM 126
10 DETROIT 126
Lowest Rank BIRMINGHAM 39
Source: The Nielsen Company (September 8, 2007 – September 6, 2008).
*Note: “Dollar Sales Index” is based on each market’s category share of UPC-coded, total dry grocery sales vs. total U.S. sales.

Rank

(by highest index)

Top 10 U.S. Markets:

Frozen Pies

Dollar Sales Index

Vs.

Total U.S. Sales

1 LITTLE ROCK 202
2 BIRMINGHAM 182
3 MEMPHIS 175
4 LOUISVILLE 173
5 OKLAHOMA CITY/TULSA 172
6 INDIANAPOLIS 159
7 NEW ORLEANS/MOBILE 147
8 RALEIGH/DURHAM 136
9 JACKSONVILLE 135
10 SALT LAKE CITY/BOISE 135
Lowest Rank OAHU 27
Source: The Nielsen Company (September 8, 2007 – September 6, 2008).
*Note: “Dollar Sales Index” is based on each market’s category share of UPC-coded, total dry grocery sales vs. total U.S. sales.

Rank

(by highest index)

Top 10 U.S. Markets:

Canned Gravy

Dollar Sales Index

Vs.

Total U.S. Sales

1 PITTSBURGH 219
2 PHILADELPHIA 219
3 ALBANY 183
4 BUFFALO/ROCHESTER 180
5 DETROIT 177
6 HARTFORD/NEW HAVEN 171
7 MILWAUKEE 169
8 BALTIMORE 168
9 CLEVELAND 162
10 NEW YORK 159
Lowest Rank SAN ANTONIO 21
Source: The Nielsen Company (September 8, 2007 – September 6, 2008).
*Note: “Dollar Sales Index” is based on each market’s category share of UPC-coded, total dry grocery sales vs. total U.S. sales.

Rank

(by highest index)

Top 10 U.S. Markets:

Cranberry (Shelf Stable)

Dollar Sales Index

Vs.

Total U.S. Sales

1 BOSTON 194
2 HARTFORD/NEW HAVEN 174
3 BIRMINGHAM 154
4 ALBANY 147
5 MEMPHIS 145
6 PHILADELPHIA 140
7 NEW YORK 133
8 MILWAUKEE 124
9 TAMPA 111
10 LITTLE ROCK 110
Lowest Rank SAN ANTONIO 49
Source: The Nielsen Company (September 8, 2007 – September 6, 2008).
*Note: “Dollar Sales Index” is based on each market’s category share of UPC-coded, total dry grocery sales vs. total U.S. sales.

Nielsen’s Dollar Sales Index reflects a category’s share of total dry grocery sales for a Nielsen market versus the total U.S., using supermarket dollar sales over the most current 52-week period.

The Hartford/New Haven market’s index of 144 for the Stuffing product category, for example, reveals that supermarkets in that particular market sell 44% more stuffing products, relative to total dry grocery purchases, than the national average.