Professional women live in almost one-third (32.3%) of U.S. households.  In 2007 and 2008, these households represented 44.3% of sanitary product dollar sales, 43.6% of family planning product dollar sales, and 43.3% of cosmetic product dollar sales.

Other categories skewing to households with working women include ethnic health and beauty aids, baby needs, gum, and diet aids.

Nielsen’s Marketing Tip:
Retailers targeting households with working women 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.

These “power moms” are also 51% more likely than average Web users to provide frequent online advice on clothes and fashion, food and beverage products (39% more likely than average), home decorating (36% more likely than average), and health, dieting and exercise (27% more likely than average).

“We’re seeing women using online avenues like email, online forums, and social networking websites to extend a role they’ve long held as information seekers and relationship builders,” Chuck Schilling, research director, agency and media analytics, Nielsen Online, noted.  “Moms, in particular, look to the Web to connect with other parents for tips and support, and they aren’t afraid of new technologies – this group is nearly 25% more likely than average to author a blog.”

In September, Scholastic.com and BirthdayExpress.com tied as the number one website, ranked by index, among the “power mom” demographic, with a composition index of 366 — more than 3.5 times the average.

General Mills, The Gap, and FamilyFun.com rounded out the top five sites that draw a high concentration of “power moms.”

View the full press release.

Read coverage of Nielsen’s findings in BizReport and Promo magazine.