So, does Heinz' new teen-and-young-adult strategy

So, does Heinz' new teen-and-young-adult strategy make sense? Yes, according to Spectra. The Chicago-based target marketing company says that households with kids are far and away the biggest ketchup consumers. An index of 100 is equal to the category consumption average; an index of 120 or higher is considered significant.



Age 18-34 Age 35-54

With Kids No Kids With Kids No Kids Age 55-64 Age 65+ Total

Upscale Suburbs 161 62 171 92 91 61 114

Traditional Families 185 82 171 90 87 68 119

Mid-Upscale Suburbs 164 73 162 72 83 61 94

Metro Elite 138 54 150 54 80 58 80

Working Class Towns 203 73 147 84 79 56 103

Rural Towns/Farms 133 73 158 86 90 59 102

Mid-Urban Melting Pot 154 67 164 79 79 70 103

Downscale Rural 147 70 139 83 66 44 90

Downscale Urban 144 66 144 71 81 60 95

Total 157 67 157 78 82 59 100