Although households are often assumed to be conventional families with children, most U.S. households do not have children under the age of 18. In fact, households without children account for roughly 65% of all U.S. households.
According to Nielsen, these households represent 77.5% of liquor and wine dollar sales, 74% of vitamin dollar sales, and 73.6% of floral/gardening product and tobacco dollar sales.
Other categories skewing to households without children include medications/remedies, pet food, books and magazines, and beer.
(by highest index)
|Top 10 Categories:|
U.S. Households Without Children
|Dollar Volume Index|
|5||Tobacco & Accessories||113|
|9||Books & Magazines||107|
|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 households without children 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.