Family-Oriented Asians/Hispanics with High Incomes

Asian or Hispanic, married, fairly young (early 40s), high incomes ($85k), well-educated (post college) professionals, including military personnel, living either in New England or mid-Atlantic states. The households consist of 3 or 4 people, including young children. They shop every 4 days, with an average spend of $64. They are interested in children’s products, especially diapers, toys, vitamins, children’s movies, and party supplies. They are interested in their family’s health, translating into nursing their babies and eating fruit.