DEMO DRILL DOWN: Feminine Hygiene, Cosmetics Product Categories Skew To U.S. Households With Working Women

admin — Wed, 05 Nov 2008 14:33:07 +0000

U.S. households with fulltime working women spent over one-third more on sanitary protection, family planning, and cosmetics products than average American households during the 52 weeks ending June 28, 2008, according to Nielsen.

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.

Rank (by highest index)	Top 10 Categories: U.S. Households With Fulltime Working Women	Dollar Volume Index
1	Sanitary Protection	137
2	Family Planning	135
3	Cosmetics	134
4	Fragrances – Women	129
5	Baby Needs	129
6	Ethnic Health and Beauty Aids	128
7	Gum	128
8	Diet Aids	127
9	Grooming Aids	126
10	Hair Care	125
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 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.

DEMO DRILL DOWN: Wine, Diet Aids, Gardening Product Categories Skew To High-Income U.S. Households

admin — Wed, 22 Oct 2008 13:37:22 +0000

U.S. households earning $100,000 or more in annual income, spent more than twice as much on wine than average American consumers during the 52 weeks ending June 28, 2008.

Although they represent only 18.7% of U.S. households, high-income households represented 39.6% of wine dollar sales during the time period.

Other categories skewing to households with high incomes include diet aids, liquor, and floral/gardening supplies.

Rank (by highest index)	Top 10 Category Purchases: U.S. Households With $100,000+ Annual Income	Dollar Volume Index*
1	Wine	212
2	Diet Aids	158
3	Liquor	156
4	Floral / Gardening	155
5	Baby Needs	152
6	Snacks / Spreads / Dairy Dips	148
7	Baby Food	147
8	Skin Care Preparations	147
9	Fresh Produce	144
10	Juices / Refrigerated Drinks	142
*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.
Source: The Nielsen Company (June 30, 2007 – June 28, 2008).

Nielsen’s Marketing Tip:
Retailers targeting high-income households may want to promote these categories 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.

Nielsen Wire » diet aids

DEMO DRILL DOWN: Feminine Hygiene, Cosmetics Product Categories Skew To U.S. Households With Working Women

DEMO DRILL DOWN: Wine, Diet Aids, Gardening Product Categories Skew To High-Income U.S. Households