Although they represent only 10.5% of U.S. households, these larger households represented 27.6% of disposable diaper dollar sales and 26.7% of baby food dollar sales during the time period.

Other categories skewing to larger households include prepared food mixes, frozen juices, and breakfast foods.

Nielsen’s Marketing Tip:
Retailers targeting larger 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.