Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

US Home Organization & Storage Market Snapshot 2013

2,740 views

Published on

The US Home Organization & Storage Market Snapshot 2013 includes market size and growth trends and annual purchase incidence. The report is published by A.J. Riedel, Sr. Partner of Riedel Marketing Group, and is based on is based on proprietary online consumer research and data from the Freedonia Group.

Published in: Data & Analytics
  • Be the first to comment

  • Be the first to like this

US Home Organization & Storage Market Snapshot 2013

  1. 1. US Home Organization & Storage Market Snapshot 2013 Published June 2013
  2. 2. Background  The US Home Organization & Storage Market Snapshot 2013 is based on proprietary online consumer research and data from the Freedonia Group.  300 U.S. general population households were surveyed about their home organization and storage purchase patterns in May 2013.  Market size is calculated using past year purchase data including annual purchase incidence, number of purchase occasions per year, number of items purchased per purchase occasion, and price paid per item. This methodology offers a sound alternative to market size estimates that are based on manufacturer reported data or extrapolations of retail store sales tracking data. (See appendix for detailed explanation of methodology.) 2 2013 US Home Organization & Storage Market Snapshot
  3. 3. The Home Organization and Storage Category Garage Storage Shoe Storage Storage Totes, Bins, Drawers Closet Systems Children's Storage Storage Carts Kitchen Cabinet Organizers Drawer Organizers 2013 US Home Organization & Storage Market Snapshot3
  4. 4. 6331 7150 8550 10300 0 2000 4000 6000 8000 10000 12000 2005 2010 2015 2020 U.S. Home Organization Product Demand 4 2013 US Home Organization & Storage Market Snapshot Source: The Freedonia Group The home organization and storage category has been growing at a modest rate and is expected to continue to grow through 2020. CAGR: 2.5% CAGR: 3.6% CAGR: 3.8%
  5. 5. The US home organization and storage market is $10.9 billion in retail dollar sales on volume of 498 million units. 5 2013 US Home Organization & Storage Market Snapshot Source: Riedel Marketing Group online survey May 2013 0.0 50.0 100.0 150.0 200.0 250.0 300.0 350.0 400.0 450.0 500.0 Units 498.2 Market Size in Units (in millions) $0.0 $2,000.0 $4,000.0 $6,000.0 $8,000.0 $10,000.0 $12,000.0 Dollars $10,926.5 Market Size In Retail Dollars (in millions)
  6. 6. The storage tote/bin/drawer segment is the largest product segment in unit volume and retail dollar sales. 6 2013 US Home Organization & Storage Market Snapshot Source: Riedel Marketing Group online survey May 2013 15.4 23.1 17.4 20.3 38.2 23.1 28.9 61.7 270.0 0.0 50.0 100.0 150.0 200.0 250.0 300.0 Shoe Storage organizers Drawer organizers Kitchen Cabinet Organizers Storage Carts Recycling bins and sorters Closet Storage/Organizers Garage Storage Children's Storage Products Storage Totes, Bins, Drawers Home Organization and Storage Market In Units (in millions) $202.4 $285.0 $410.6 $729.0 $731.7 $988.0 $1,225.7 $2,609.4 $3,744.9 $0.0 $1,000.0 $2,000.0 $3,000.0 $4,000.0 Shoe Storage organizers Drawer organizers Kitchen Cabinet Organizers Storage Carts Recycling bins and sorters Closet Storage/Organizers Garage Storage Children's Storage Products Storage Totes, Bins, Drawers Home Organization and Storage Market In Retail Dollars (in millions)
  7. 7. More than 70% of US households purchased storage totes/bins/drawers in the past year. 7 2013 US Home Organization & Storage Market Snapshot Source: Riedel Marketing Group online survey May 2013 70% 30% 24% 24% 21% 18% 16% 16% 12% 0% 10% 20% 30% 40% 50% 60% 70% 80% Storage Totes, Bins, Drawers Garage Storage Closet Storage/Organizers Drawer organizers Storage Carts Kitchen Cabinet Organizers Children's Storage Products Shoe Storage organizers Recycling bins and sorters Past Year Purchase
  8. 8. Appendix: Methodology for Estimating Market Size Using Consumer Data  300 U.S. general population households were surveyed about their household cleaning tool purchase patterns.  Respondents were asked if they had purchased any household cleaning tools in the past year.  For each item that they purchased, respondents were asked three questions: 1) How often did they purchase this type of item in the past year/quarter, 2) how many did they buy on each purchase occasion, 3) how much did they pay for each item.  This survey yielded four data points for each product segment: 1) Annual purchase incidence, 2) average number of purchase occasions per year, 3) average number of items purchased per purchase occasion, and 4) average price paid per item. These data points were used to calculate market size using the following formula: ((Annual purchase incidence X total # of U.S. households) X (# purchase occasions per year X number of items purchased per purchase occasion)) X amount paid per item = Market Size.  The sample was obtained from Survey Monkey Audience. Survey Monkey Audience recruits from the diverse population of 30+ million people who complete SurveyMonkey surveys every month.  Several years ago, to prove that the methodology was valid, I calculated market size for the dinnerware and flatware categories using consumer purchase data and compared it to the 2007 data published by HFN magazine (which seems to be widely accepted by manufacturers as being reasonably accurate). 8 2013 US Home Organization & Storage Market Snapshot Category HFN 2007 Market Size Estimate Riedel Marketing Group 2003 Market Size Estimate Flatware $809MM $988MM Dinnerware $1,971MM $1,589MM
  9. 9. About Riedel Marketing Group For over 22 years, Riedel Marketing Group (RMG) has been providing housewares companies with market and consumer data and insight that helps them make informed product and marketing decisions with confidence. Housewares manufacturers, ranging from large Fortune 500 corporations to smaller privately owned companies, seek our expertise. Past and current clients include Cuisinart, Jarden, Newell Rubbermaid, Progressive International, Chef’N, Jokari, Dexas, Bradshaw International, and the International Housewares Manufacturers Association (IHA).  Specializes Exclusively In Housewares: RMG is the only market research company that specializes exclusively in the housewares industry.  Knowledgeable about Housewares Industry: I understand market dynamics, channels of distribution, consumers, history and trends, and marketing issues.  Expertise in Research and Analysis: I have extensive experience with online surveys, product concept tests, market and competitive assessments, and home-use tests.  Actionable Insight: I answer not just the “what” questions but also the “so what” (what are the ramifications of the data) and “now what” (what do we do as a result of this study) questions.  Proprietary Consumer Panel: RMG is the only market research company with a proprietary housewares-focused Market Research Online Community (MROC). 9 2013 US Home Organization & Storage Market Snapshot
  10. 10. About the Author A.J. Riedel, Senior Partner of Riedel Marketing Group (RMG), is a highly regarded marketing authority in the housewares industry, the top forecaster of housewares trends, and an advisor to many housewares companies. A.J. Riedel has 24 years of experience and an excellent track record in the housewares industry. Her knowledge and understanding encompasses market dynamics, channels of distribution, housewares consumers, and trends impacting the industry, and marketing issues in the housewares industry. 10 2013 US Home Organization & Storage Market Snapshot
  11. 11. Riedel Marketing Group Contact Information  602-840-4948  5327 E. Pinchot Ave., Phoenix AZ 85018  ajr@4rmg.com  www.4rmg.com  www.twitter.com/AJRat4RMG  http://www.linkedin.com/company/riedel-marketing-group 11 2013 US Home Organization & Storage Market Snapshot

×