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.

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.

Nielsen Wire » fresh produce

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