Asian-American households spent more than twice as much (+135%) more on dried vegetables and grains than average American households during the 52 weeks ending June 28, 2008, according to Nielsen.
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.
| Rank (by highest index) |
Top 10 Categories: Asian-American Households |
Dollar Volume Index |
|---|---|---|
| 1 | Vegetables and Grains – Dried | 235 |
| 2 | Family Planning | 190 |
| 3 | Photographic Supplies | 178 |
| 4 | Baby Food | 156 |
| 5 | Baby Needs | 155 |
| 6 | Disposable Diapers | 154 |
| 7 | Juices, Drinks – Refrigerated | 140 |
| 8 | Oral Hygiene | 132 |
| 9 | Sewing Notions | 131 |
| 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.
