Married, middle-income ($63k), Hispanic, Black, or Asian families with the female and male heads being in their early 40s, working part-time and full-time, respectively, somewhat educated (college or less), with two children, residing in the Midwest or South. These families shop every 5 days, which is predominantly routine and stock-up shopping, totaling about $75 per trip. They are very interested in their children, reflected in their interest in family-oriented products such as toys and items for babies, including baby food and juices. They are interested in keeping their children happy and well. There also is an interest in general merchandise, such as cereal, and in health & beauty aids. Interest is also directed toward pregnancy tests and nursing accessories.