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

Published: March 7, 2017 - 258 Pages

Table of Contents

  • Executive Summary
    • Scope of the Report
      • Market Definition
        • Table Home Organization Product Categories
        • Table Home Organization Product Segments
    • The Market
      • Retail Sales of Home Organization Products Reach $16 Billion in 2016
      • Retail Sales by Product Category
      • Retail Sales by Product Segment
      • Sales of DIY Products by Retail Channel0
      • Projected Market Growth
    • The Marketers
      • Introduction
    • Marketing and New Product Trends
      • Decluttering with KonMari
      • Customized and Flexible Storage Options
      • Custom Closets Still Most Important for Many
      • Specialty Storage Still in Demand
      • 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
    • The Consumer
      • Consumers Still Cautious Despite Optimism and Confidence
      • Being Efficient and Organized: 40% of Adults Below Average, 34% Above Average
        • Table Efficient/Organization Level on Simmons' 5 Point Self-Concept Scale, 2006-2016 (percent of aduls)
      • Increasing Internet Use for Product Research and Shopping
      • American Nests Continue to Expand
      • People Need More Home Organization Products
  • The Market
    • Scope of the Report
      • Methodology
      • Market Definition
        • Table Home Organization Product Categories
        • Table Product Segments of Home Organization Products
      • Retail Sales of Home Organization Products Reach $16 Billion in 2016
        • Table U.S. Retail Sales of Home Organization Products, 2012-2016 ($ millions; percent change)
      • Retail Sales by Product Category
      • Retail Sales by Product Segment
      • Sales of DIY Products by Retail Channel
      • Regional Sales Differences
      • Factors Affecting Market Growth
      • Housing and Households
        • Table Annual Existing Home Sales and Housing Starts, 2002-2016 (total number and percentage change)
        • Table Annual New Single-Family Home Sales and Median Annual Sales Price, 2000-2016 (total number and median sales price)
        • Table Floor Area of New Single-Family Houses Completed, 1995-2015 (in median square feet)
        • Table Number of Bathrooms in New Single-Family Houses Completed, 1995-2015 (percent of houses)
        • Table Number of Bedrooms in New Single-Family Houses Completed, 1995-2015 (percent of houses)
        • Table Outdoor Features in New Single-Family Houses Completed, 1994-2015 (percent of houses)
        • Table Types of Parking in New Single-Family Houses Completed, 1995-2015 (percent of houses)
        • Table Location of Laundry Facilities in New Single-Family Houses Completed, 2009-2015 (percent of houses)
      • Economy and Spending
        • Table Personal Income and Its Disposition, 2007-2016 ($ billions)
        • Table U.S. Average Annual Consumer Expenditures, 2005, 2010, 2013, 2015 (percent of total spending)
        • Table Estimated Annual Home Improvement Expenditures, 2004-2016 ($ billions)
        • Table Walmart U.S. Sales, Fiscal Years 2011-2016 (in billions of dollars)
        • Table Home Depot Fiscal Net Sales, 2010-2015 (in billions of dollars)
        • Table Costco Fiscal Year Net Sales and Individual Membership, 2006-2016 Fiscal Years (net sales, $ millions; members, thousands)
      • Continued Popularity of Self-Storage Facilities Shows Need for Home Storage
      • Projected Market Growth
  • The Marketers
    • Introduction
      • Table Types of Companies Competing in the U.S. Home Organization Products Market
      • Leading Marketers
      • Mergers, Acquisitions, Divestitures
      • Competitive Profiles
        • Table Emerson Electric Home Organization Products
        • Table Rubbermaid Home Organization Products
        • Table Gladiator GarageWorks Home Organization Products
        • Table California Closets Home Organization Products
        • Table Sterilite Home Organization Products
        • Table Iris USA Home Organization Products
        • Table Home Products International Home Organization Products
        • Table Whitmor Home Organization Products
        • Table Household Essentials Home Organization Products
        • Table Honey-Can-Do Home Organization Products
        • Table Neatfreak Group Home Organization Products
        • Table Elfa Home Organization Products
        • Table Organized Living Home Organization Products
        • Table John Louis Home Organization Products
        • Table Sauder Woodworking Home Organization Products
        • Table Stack-On Products Home Organization Products
        • Table The Stow Company Home Organization Products
        • Table BH North America Home Organization Products
        • Table New Age Products Home Organization Products
        • Table GarageTek Home Organization Products
        • Table Tuff Shed Home Organization Products
        • Table Arrow/Shelter Logic Home Organization Products
        • Table Duramax Home Organization Products
        • Table Suncast Home Organization Products
        • Table Backyard Products Home Organization Products
        • Table Lifetime Products Home Organization Products
        • Table Keter Home Organization Products
        • Table Knape & Vogt Home Organization Products
        • Table ShelfGenie Home Organization Products
  • Marketing & New Product Trends
    • Product Trends
      • Decluttering with KonMari
      • Shimau (Smart Storage)
      • Customized and Flexible Storage Options
      • Custom Closets Still Most Important for Many
      • Consumers Want Easy Solutions
      • Portability
      • Long-Term Storage
      • Specialty Storage Still in Demand
      • Storage Opportunities in Wasted and Empty Space
      • Maximizing Storage in Small Spaces
      • Kids Storage Continues Growing
      • Partnerships and Licensing Deals Still Attractive
        • Table Selected Licensed Storage and Organization Products, 2016
      • Decor Important to More Consumers
      • Outdoor Storage More Decorative
      • Awareness, Availability and Cost Biggest Obstacles for Green Products
    • Marketing Practices and Trends
      • Consumers Need Help
      • As Seen On/In: Product Placement in Media Builds Awareness and Trust
      • Houzz Remains Major Internet Community for Manufacturers
      • Blogs Build Community
      • Back to School Key Selling Season
      • Consumers Like Contests
      • Price Remains Important for Consumers
        • Table Retail Circular and Online Deals for Selected Home Organization Products, 2016
      • Made in USA to Get Stronger
  • Distribution and Retailing
    • Distribution Channels
      • Table Selected Retailers That Sell Home Organization Products, 2016
    • Sales of DIY Products by Retail Channel
      • Discount Stores
      • Home Centers and Hardware Stores
      • Specialty Channel
      • Other Outlets
      • Private Label Store Brands and Exclusives Important to Retailers
        • Table Selected Private Label and Exclusive Home Organization Brands, 2016
      • Distribution
      • Omni-Channel Retailing Essential
      • Key Retailers
        • Table Walmart U.S. Sales, Fiscal Years 2010-2016 (in billions of dollars)
        • Table Walmart Sales by Product Category, Fiscal 2014-2016 (percent)
        • Table Target Sales, 2010-2015 (in billions of dollars)
        • Table Target Sales by Channel, 2013-2015 (percent)
        • Table Target Sales by Product Category, 2013-2015 (percent)
        • Table Home Depot Fiscal Net Sales, 2010-2015 (in billions of dollars)
        • Table Lowe's Fiscal Net Sales, 2010-2015 (in billions of dollars)
        • Table The Container Store Fiscal Net Sales, 2010-2015 ($, millions)
        • Table The Container Store Fiscal Net Sales by Operating Segment, 2012-2015 ($, millions)
        • Table The Container Store Fiscal Net Sales by Merchandise Category, 2013-2015 (% of total)
        • Table The Container Store In-Store Departments
        • Table Bed Bath & Beyond Sales, Fiscal Years 2011-2015 (in billions of dollars)
        • Table Ikea Storage and Organization Products
        • Table Wayfair Sales, 2012-2015 (in thousands of dollars)
  • The Consumer
    • Sources
      • Consumer Confidence Reaches New Highs
        • Table Demographic Characteristics of Consumers with Lowest and Highest Confidence, 2016 (Index)
      • Consumers Optimistic About Future
      • Men and 25 to 54 Year Olds Have Highest Purchase Propensity
        • Table Demographic Characteristics of Consumers with Lowest and Highest Purchase Propensity, 2016 (index)
      • Being Efficient and Organized: 40% of Adults Below Average, 34% Above Average
        • Table Adults' Level of Being Efficient/Organized on Simmons' 5 Point Self-Concept Scale, 2006-2016 (percent)
        • Table Demographic Characteristics of Consumers with Lowest and Highest Self-Ratings on Being Efficient/Organized, 2016 (Index)
      • Americans Spend Most on Housing and Homes
        • Table U.S. Average Annual Consumer Expenditures, 2005, 2010, 2013, 2015 (percent of total spending)
      • Recent Uptick in Home Remodeling
        • Table Households That Did or Plan to Do Any Remodeling, 2006-2016 (percent of households)
      • Recent Increase in Do-It-Yourself Home Remodeling
      • Over 2 Million Households Purchased a Storage Shed in 2016
        • Table Home Improvement Products Bought in Last 12 Months, 2006-2016 (percent of households)
        • Table Demographic Characteristics of Storage Shed Purchasers, 2016 (Index)
      • Over 2% of Households Plan to Remodel Basements, Attics, or Garages in Next 12 Months
        • Table Home Remodeling Projects in Past and Next 12 Months, 2006-2016 (percent of households)
        • Table Demographic Characteristics of Basement, Attic and Garage Remodelers, 2016 (Index)
      • Lifestyle/Psychographic Attitudes of Remodelers
        • Table Lifestyle/Psychographic Attitudes of Adults Who Did Selected Remodeling in Last 12 Months, 2016 (Index)
      • Lifestyle/Psychographic Attitudes of Shed and Wall Unit/System Purchasers
        • Table Lifestyle/Psychographic Attitudes of Adults Who Purchased Sheds and Wall Units/Systems, 2016 (Index)
      • Consumer Attitudes Measured with Simmons Segmentation System
        • Table How Consumers Identify with Simmons Retail Shopper Segments, 2016 (percent)
      • Increasing Internet Use for Product Research and Shopping
        • Table Attitudes About Internet Research and Shopping for All Adults, Shed Purchasers, Basement/Attic/Garage Remodelers, and Those with Certain Lifestyle/Psychographic Attitudes, 2006-2016 (percent)
      • Awareness, Availability and Cost Biggest Obstacles for Green Products
        • Table Environmental Attitudes of All Adults, Shed and Wall Units/Systems Purchasers, Basement/Attic/Garage Remodelers, and Those with Certain Lifestyle/Psychographic Attitudes, 2016 (percent)
      • Consumer Demographics and Impact on Storage, Organization
        • Table Characteristics of Demographic Cohorts and Storage and Organization Needs
      • American Nests Continue to Expand
        • Table Number of Adults in American Households, 2006-2016 (percent of households)
      • People Need More Home Organization Products
      • Style and Attractiveness Important; Brand Name Not So Much
      • Consumers Need More Storage Most in Closets, Kitchen and Pantry
  • Appendix

Abstract

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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.

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