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US Household Cleaning Tool Market Snapshot 2013

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US Household Cleaning Tool Market Snapshot 2013

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The US Household Cleaning Tool 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.

The US Household Cleaning Tool 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.

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US Household Cleaning Tool Market Snapshot 2013

  1. 1. US Household Cleaning Tool Market Snapshot 2013 Published June 2013
  2. 2. Background  The US Household Cleaning Tool Market Snapshot is based on proprietary online consumer research.  300 U.S. general population households were surveyed about their household cleaning tool 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.)
  3. 3. The Household Cleaning Tool Category is comprised of 12 product segments Cleaning brushes Mops Brooms Dish brushes Scrubbers//Sponges Soap dispensers Buckets Toilet bowl brushes Disposable Toilet Cleaning Dish Racks/Sets Household cleaning gloves Disposable gloves US Household Cleaning Tool Snapshot 20133
  4. 4. The US household cleaning tools market accounts for $7,121 million in retail dollar sales and 1,243 million in retail unit sales across all channels of distribution. 4 US Household Cleaning Tool Snapshot 2013 Units Dollars 1,243 $7,121 Household Cleaning Tools Market Size (000) Household cleaning tools category includes: brooms, buckets, cleaning brushes, dish brushes, dish racks/dish rack sets, disposable and household cleaning gloves, disposable toilet cleaning brushes, dust pans, mops, soap dispensers, scouring pads, scrubber sponges, sponges, and toilet cleaning brushes.
  5. 5. The household cleaning tool market has been declining since 2007. $1,700 $1,800 $1,900 $2,000 $2,100 $2,200 $2,300 $2,400 2007 2008 2009 2010 2011 2012 $2,316 $2,238 $1,958 $2,183 $2,123 $2,204 Broom, Brush & Mop Market Size (000s) 5 US Household Cleaning Tool Snapshot 2013 Sales of brooms, brushes, and mops declined by 1.73% per year from 2007 through 2011; rebounded in 2012. Source: 2013 Standard Report on Broom, Brush & Mop Manufacturing 0 200 400 600 800 1000 Units (000) Dollars ($000) 162 $900 155 $881 U.S. Total Sales Cleaning Tools/Brooms/Mops (000) 2012 2011 Source: Nonfoods Handbook 2012-2013 published by Grocery Headquarters magazine, 52 week period ending 9/9/12. The cleaning tool/mop/broom category declined by 2.1% in retail dollar sales and by 4.3% in unit sales in 2012.
  6. 6. 6 US Household Cleaning Tool Snapshot 2013 Scouring pads/scrubbers/sponges, mops, and brooms account for more than 50% of dollar and unit volume. 16,335,581 35,641,267 30,086,784 72,208,282 41,658,624 52,073,280 70,819,661 99,286,387 71,861,126 87,945,984 62,053,992 66,422,362 536,094,418 1,242,487,747 0 1,000,000,000 Dish racks/dish rack sets Dust pans Buckets Dish brushes Soap dispensers Toilet cleaning brushes Household gloves Cleaning brushes Disposable toilet cleaning brushes Disposable gloves Brooms Mops Scouring pads/scrubbers/sponges TOTAL HOUSEHOLD CLEANING… The three largest product segments account for 53% of unit volume 152,247,613 182,483,288 207,297,942 269,336,890 331,186,061 362,950,762 400,839,280 417,995,690 495,123,161 580,443,494 624,883,699 994,342,753 2,101,490,117 7,120,620,751 0 4,000,000,000 8,000,000,000 Dish racks/dish rack sets Dust pans Buckets Dish brushes Soap dispensers Toilet cleaning brushes Household gloves Cleaning brushes Disposable toilet cleaning brushes Disposable gloves Brooms Mops Scouring pads/scrubbers/sponges TOTAL HOUSEHOLD CLEANING… The three largest product segments account for 52% of dollar volume Source: Riedel Marketing Group online survey May 2013 52% 53%
  7. 7. 86% of US households purchased at least one household cleaning tool in the past year. 14% 18% 18% 20% 24% 27% 28% 32% 32% 39% 41% 44% 71% 86% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Dish racks/dish rack sets Dust pans Buckets Dish brushes Soap dispensers Toilet cleaning brushes Household gloves Cleaning brushes Disposable toilet cleaning brushes Disposable gloves Brooms Mops Scouring pads/scrubbers/sponges TOTAL HOUSEHOLD CLEANING TOOLS Past year purchase of household cleaning tools 7 US Household Cleaning Tool Snapshot 2013 Source: Riedel Marketing Group online survey May 2013
  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 US Household Cleaning Tool Snapshot 2013 Category HFN 2007 Market Size Estimate Riedel Marketing Group 2003 Market Size Estimate Flatware $809MM $988MM Dinnerware $1,971MM $1,589MM
  9. 9. About the Author 9 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. 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. US Household Cleaning Tool Snapshot 2013
  10. 10. 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). 10 US Household Cleaning Tool Snapshot 2013
  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 US Household Cleaning Tool Snapshot 2013

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