DEMO DRILL DOWN Dried VeggiesGrains Sales Skew To Asian-American Households

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.