Home Organization in the U.S.: General Purpose, Closets, Garages, and Storage Sheds, 4th Edition

Mar 7, 2017
258 Pages - Pub ID: LA15116050
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Home Organization in the U.S.: General Purpose, Closets, Garages, and Storage Sheds, 4th Edition

Virtually all product trends and sales in the U.S. home organization products market are driven by the fact that Americans have a lot of, and many consider too much stuff. As some have noted the U.S. has reached “peak stuff” - people owning too many things. A strong trend has emerged that preaches simplicity, minimalism and control of clutter. It’s not just getting rid of things but recognizing that everything you own needs a place to store. Without dedicated proper storage spots in and outside the home there tends to be chaos, followed by stress. Therefore while challenging the home organization market continues to perform better than many other household product categories. Consumer demand exists and continues to grow for the products. Consumers say they need more products. Two thirds of American adults in Packaged Facts’ National Online Survey somewhat or strongly agree with the statement “I could use more home organization products (not including food storage) in my home”.

Packaged Facts estimates overall U.S. retail sales of home organization products reached $16 billion in 2016. Sales of do-it-yourself (DIY) products account for over 80% of the total with installed products accounting for the rest. Sales grew at a faster pace than in previous periods due to a continuing economic recovery and pent up demand for products such as outdoor storage sheds and items for closets, garages, kitchens and pantries. Sales are projected to grow at a CAGR of 4% to reach $19.5 billion in 2021.

The market, composed of hundreds of primarily small, privately held manufacturers and marketers, is highly fragmented with numerous companies having small market shares. Packaged Facts estimates that ten leading companies (excluding sheds) have a combined market share of about 20%. While new companies continue to enter the market, there are shifts occurring as major players exit the business or parts of it. Newell Brands (formed by the merger of Newell Rubbermaid with Jarden Corp.in April 2016) announced on Jan 13, 2017 that it reached an agreement to sell its Rubbermaid consumer storage totes business to plastic products producer United Solutions. Emerson Electric sold shelving and storage products company InterMetro to Ali Group, an Italian manufacturer of foodservice equipment in September 2015. The company has stated publicly that it plans to divest its ClosetMaid business in 2017.

Scope of Report

Home Organization in the U.S.: General Purpose, Closets, Garages, and Storage Sheds, 4th Edition focuses on the market for home organization products sold to consumers in America. Products covered include items used by consumers to store and organize things within and outside their homes. The report broadly categorizes products for closets & bedrooms, garages, other rooms, and outdoor. Products are purchased by consumers as do-it-yourself (DIY), or installed items that are assembled by others. Not included are food storage products and furniture such as conventional cabinets and office products. For the purpose of this report, sales are estimated at the retail level and include products sold to consumers but not services rendered such as consultation and installation.

The report covers all retail channels of distribution that carry DIY home organization products such as mass merchandisers, warehouse clubs, home improvement centers, hardware stores, specialty stores, department stores, dollar stores, food and drug stores, catalogues, home shopping channels, Internet retailers, and manufacturers own websites. Also included are dealers, franchisees and agents who sell installed products for existing homes. Market size data are provided at the retail sales level for 2012-2016 and projections for 2016-2021. In addition to presenting industry statistics, this report identifies key trends affecting the marketplace and profiles key and interesting manufacturers and retailers.

Note: Current and historical sales estimates are based on current research and a revision of sales estimates from Packaged Facts’ previous editions of this report. All sales are presented at the retail level to better reflect consumer spending. In previous editions of the report sales were reported at the manufacturer level. In addition categories and segments have been redefined slightly.

Methodology

The information in this report was obtained from both primary and secondary research. Primary research included consultation with industry sources and on-site examination of retail stores. Secondary research entailed gathering data from relevant trade, business and government sources, as well as company promotional literature and annual reports. Our estimates of market size and company performance are based on various sources including reported revenues of product manufacturers and retailers, publications and other market research sources. Total sales of home organization products, as well as breakouts by manufacturer, product form and retail channel, are difficult to quantify since most sales are unaudited. Additionally, the vast majority of market players are private firms. Particularly challenging is the fact that many products such as totes and bins can be used across various rooms of the home. We used our research and analysis to develop market sales and share data estimates.

Our analysis of consumer trends relies on data from various sources including national online consumer usage surveys conducted in August 2015 and December 2016 by Packaged Facts. The Packaged Facts national online consumer surveys reflect a panel of 2,000 U.S. adults (age 18+) that is balanced to the national population on the primary demographic measures of gender, age bracket, race/ethnicity, geographic region, marital status, presence or absence of children in the household, and household income. Consumer data was also generated using Simmons National Consumer Surveys for Spring 2004 through Winter 2015 and Spring 2006 through Spring 2016 from Simmons Research. On an ongoing basis, Simmons conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.
CHAPTER 1 EXECUTIVE SUMMARY
SCOPE OF THE REPORT
Market Definition
THE MARKET
Retail Sales of Home Organization Products Reach $16 Billion in 2016
Figure 1-1 U.S. Retail Sales of Home Organization Products, 2012-2016 (in millions of dollars)
Retail Sales by Product Category
Retail Sales by Product Segment
Sales of DIY Products by Retail Channel0
Figure 1-2 Share of U.S. Sales of DIY Home Organization Products by Retail Channel, 2016
Projected Market Growth
Figure 1-3 Projected U.S. Retail Sales of Home Organization Products, 2016–2021 (in millions of dollars) .. 11
THE MARKETERS
Introduction
MARKETING AND NEW PRODUCT TRENDS
Decluttering with KonMari
Illustration 1-1: Marie Kondo’s KonMari Method
Customized and Flexible Storage Options
Custom Closets Still Most Important for Many
Specialty Storage Still in Demand
Illustration 1-2: Arc Shelf
Decor Important to More Consumers
She Sheds Compete with Man Caves
Made in USA to Get Stronger
DISTRIBUTION AND RETAILING
Private Label Store Brands and Exclusives Important to Retailers
Omni-Channel Retailing Essential
Illustration 1-3: Home Depot’s Interconnected Retail Initiative
THE CONSUMER
Consumers Still Cautious Despite Optimism and Confidence
Figure 1-4 Confidence Level on Simmons’ 8 Point Purchase Propensity Scale, 2006-2016 (percent of adults)
Being Efficient and Organized: 40% of Adults Below Average, 34% Above Average
Increasing Internet Use for Product Research and Shopping
American Nests Continue to Expand
People Need More Home Organization Products
Figure 1-5 Places or Uses for Which People Could Use More Home Organization Products, 2016 (percent) 22
CHAPTER 2 THE MARKET
SCOPE OF THE REPORT
Methodology
Market Definition
Retail Sales of Home Organization Products Reach $16 Billion in 2016
Figure 2-1 U.S. Retail Sales of Home Organization Products, 2012-2016
Retail Sales by Product Category
Figure 2-2 Share of U.S. Retail Sales of Home Organization Products by Category, 2016 (percent)
Figure 2-3 U.S. Retail Sales of Home Organization Products by Category, 2012-2016 (in millions of dollars) 32
Retail Sales by Product Segment
Figure 2-4 Share of U.S. Retail Sales of Home Organization Products by Segment, 2016 (percent)
Figure 2-5 U.S. Retail Sales of Home Organization Products by Segment, 2012-2016 (in millions of dollars) 34
Sales of DIY Products by Retail Channel
Figure 2-6 Share of U.S. Sales of DIY Home Organization Products by Retail Channel, 2016 (percent)
Regional Sales Differences
Figure 2-7 Full or Partial Basements in New Single-Family Houses Completed: 2005, 2010, and 2015 (percent of houses)
Factors Affecting Market Growth
Housing and Households
Figure 2-8 Number of U.S. Households, 2005-2015 (in millions)
Figure 2-9 U.S. Home Ownership, 2004-2016 (percent)
Figure 2-10 Annual Existing Home Sales and Housing Starts, 2002-2016 (total number)
Economy and Spending
Figure 2-11 U.S. Unemployment Rate, 2004-2016 (percent)
Figure 2-12 Real Median Household Income, 2004-2015 (dollars)
Figure 2-13 Change in Real GDP and Personal Consumption Expenditures, 2007–2016 (percent change) .. 53
Figure 2-14 U.S Consumer Credit Outstanding, 2004-2016 (in billions of dollars)
Figure 2-15 U.S. Mortgage Debt Outstanding on One to Four Family Homes, 2004-2016 (in billions of dollars)
Figure 2-16
Remodeling Market Index, 2004-2016
Figure 2-17 Total CPI and CPI for Household Furnishings/Operations, 2006-2016
Continued Popularity of Self-Storage Facilities Shows Need for Home Storage
Projected Market Growth
Figure 2-18 Projected U.S. Retail Sales of Home Organization Products, 2016–2021 (in millions of dollars) 65
CHAPTER 3 THE MARKETERS
INTRODUCTION
Leading Marketers
Mergers, Acquisitions, Divestitures
Competitive Profiles
CHAPTER 4 MARKETING & NEW PRODUCT TRENDS
PRODUCT TRENDS
Decluttering with KonMari
Illustration 4-1: Marie Kondo’s KonMari Method
Shimau (Smart Storage)
Illustration 4-2: Panasonic “Shimau” (Smart Storage) Storage Products
Customized and Flexible Storage Options
Illustration 4-3: Icube
Custom Closets Still Most Important for Many
Illustration 4-4: His and Hers Closets
Consumers Want Easy Solutions
Illustration 4-5: ID and Write n’ Wipe Storage
Illustration 4-6: Lazy Lee 360 Organizer
Portability
Illustration 4-7: Meori Foldable Boxes
Illustration 4-8: Poppin’s Storage Box Seat and Bench
Illustration 4-9: Cosy Home Portable Clothes Closet
Long-Term Storage
Illustration 4-10: Totes Designed for Long-Term Storage
Specialty Storage Still in Demand
Illustration 4-11: Arc Shelf
Illustration 4-12: Park-a-Purse Organizer
Illustration 4-13: Glideware
Storage Opportunities in Wasted and Empty Space
Illustration 4-14: Wall Storage
Maximizing Storage in Small Spaces
Illustration 4-15: YouCopia Cabinet Organizers
Kids Storage Continues Growing
Illustration 4-16: Target’s Pillowfort Kids Private Label Brand
Partnerships and Licensing Deals Still Attractive
Illustration 4-17: Caterpillar Garage Storage
Illustration 4-18: Paula Deen Specialty Organizers
Decor Important to More Consumers
Illustration 4-19: Container Store’s Knit Collection
Illustration 4-20: Honey-Can-Do Twisted Totes
Illustration 4-21: Easy Closet’s New Wood Grain Textured Colors
Illustration 4-22: Cynthia Rowley and Paperchase Collections at Staples
Illustration 4-23: Office by Martha Stewart
Outdoor Storage More Decorative
Illustration 4-24: Stylish Pent Sheds
Illustration 4-25: She Sheds
Awareness, Availability and Cost Biggest Obstacles for Green Products
Illustration 4-26: Koziol’s Sustainably Made Storage Products
Illustration 4-27: Mindora Storage Baskets
MARKETING PRACTICES AND TRENDS
Illustration 4-28: Organized Living Web Redesign
Consumers Need Help
Illustration 4-29: Closetmaid’s 3D Design Tool
As Seen On/In: Product Placement in Media Builds Awareness and Trust
Illustration 4-30: As Seen On/In
Houzz Remains Major Internet Community for Manufacturers
Illustration 4-31: Houzz
Blogs Build Community
Illustration 4-32: Gladiator Blog
Back to School Key Selling Season
Illustration 4-33: Container Store Dorm
Illustration 4-34: Back-to-College Promotions and Products
Consumers Like Contests
Illustration 4-35: Manufacturer Contests
Price Remains Important for Consumers
Illustration 4-36: Sales Events
Made in USA to Get Stronger
Illustration 4-37: Promoting Made in the USA
CHAPTER 5 DISTRIBUTION AND RETAILING
DISTRIBUTION CHANNELS
SALES OF DIY PRODUCTS BY RETAIL CHANNEL
Figure 5-1
Share of U.S. Sales of DIY Home Organization Products by Retail Channel, 2016 (percent)
Figure 5-2 Share of U.S. Sales of DIY Home Organization Products by Retail Channel, 2016 (percent)
Discount Stores
Home Centers and Hardware Stores
Specialty Channel
Other Outlets
Private Label Store Brands and Exclusives Important to Retailers
Illustration 5-1: Target’s Pillowfort Kids Private Label Brand
Illustration 5-2: Menards Dakota Private Label Brand
Distribution
Omni-Channel Retailing Essential
Illustration 5-3: Home Depot’s Interconnected Retail Initiative
Key Retailers
Illustration 5-4: Lowe’s Omni-Channel
Illustration 5-5: Ikea Sektion Kitchen
Illustration 5-6: Wayfair’s The Way Home TV Series
Illustration 5-7: Houzz
CHAPTER 6 THE CONSUMER
Sources
Consumer Confidence Reaches New Highs
Figure 6-2 Percent of Highly Confident Consumers by Age Group, 2004-2015
Consumers Optimistic About Future
Figure 6-3 Percent Agreeing “I Am Optimistic about the Future,” 2015
Figure 6-4 Percent Agreeing “My Job Prospects Look Good over the Next Few Years,” 2015
Figure 6-5 Adults’ Level of Confidence on Simmons’ 8 Point Purchase Propensity Scale, 2006-2016 (percent)
Men and 25 to 54 Year Olds Have Highest Purchase Propensity
Being Efficient and Organized: 40% of Adults Below Average, 34% Above Average
Americans Spend Most on Housing and Homes
Recent Uptick in Home Remodeling
Recent Increase in Do-It-Yourself Home Remodeling
Figure 6-6 Who Did Interior/Exterior Home Remodeling in Last 12 months, 2006-2016 (percent of households)
Figure 6-7 Total Home Improvement Product Spending, 2006-2016 (percent of households)
Over 2 Million Households Purchased a Storage Shed in 2016
Figure 6-8 Amount Spent on Storage Sheds, 2006-2016 (percent of households)
Figure 6-9 Who Installed Shed in Last 12 months, 2006-2016 (percent of households)
Over 2% of Households Plan to Remodel Basements, Attics, or Garages in Next 12 Months
Lifestyle/Psychographic Attitudes of Remodelers
Lifestyle/Psychographic Attitudes of Shed and Wall Unit/System Purchasers
Consumer Attitudes Measured with Simmons Segmentation System
Increasing Internet Use for Product Research and Shopping
Awareness, Availability and Cost Biggest Obstacles for Green Products
Consumer Demographics and Impact on Storage, Organization
American Nests Continue to Expand
Illustration 6-1: Lennar’s Next Gen Home
People Need More Home Organization Products
Figure 6-10 Percent Agreeing with Statements about Home Organization Products, 2016
Figure 6-11 Percent Strongly Agreeing with Statements about Home Organization Products, by Age Group, 2016
Style and Attractiveness Important; Brand Name Not So Much
Figure 6-12 Percent Agreeing with Style and Brand Statements about Home Organization Products, 2016
Figure 6-13 Percent Strongly Agreeing with Style and Brand Statements about Home Organization Products, by Age Group, 2016
Consumers Need More Storage Most in Closets, Kitchen and Pantry
Figure 6-14 Places or Uses for Which People Could Use More Home Organization Products, 2016
(percent)
Figure 6-15 Places or Uses for Which People Could Use More Home Organization Products, by Age Group, 2016
APPENDIX

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