These households also outspent average households by 90% and 78%, respectively, on purchases of family planning products and photographic supplies.
Asian-American households account for just 2.8% of all U.S. households. In 2007 and 2008, these households represented 6.7% of dried vegetables and grains product dollar sales, 5.4% of family planning product dollar sales, and 5.1% of photographic supplies product dollar sales.
Other categories skewing to Asian-American households include baby food, baby needs, and disposable diapers, as well as refrigerated juices and oral hygiene.
(by highest index)
|Top 10 Categories:|
|Dollar Volume Index|
|1||Vegetables and Grains - Dried||235|
|7||Juices, Drinks - Refrigerated||140|
|10||Skin care Preparations||129|
|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 Asian 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.