US Home Organization & Storage Market Snapshot 2013

US Home Organization & Storage Market Snapshot 2013

Published June 2013

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

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

6331

7150

8550

10300

0

2000

4000

6000

8000

10000

12000

2005 2010 2015 2020

U.S. Home Organization Product Demand


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%

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 SnapshotSource: 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)

The storage tote/bin/drawer segment is the largest product segment in unit volume and retail dollar sales.


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


Drawer organizers


Storage Carts



Garage Storage



Home Organization and Storage Market In Retail Dollars

(in millions)

More than 70% of US households purchased storage totes/bins/drawers in the past year.


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%


Garage Storage


Drawer organizers

Storage Carts





Past Year Purchase

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).


CategoryHFN 2007 Market

Size Estimate

Riedel Marketing Group

2003 Market Size Estimate

Flatware $809MM $988MM

Dinnerware $1,971MM $1,589MM

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).


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.


Riedel Marketing Group Contact Information

602-840-4948

5327 E. Pinchot Ave., Phoenix AZ 85018

[email protected]

www.4rmg.com

www.twitter.com/AJRat4RMG

http://www.linkedin.com/company/riedel-marketing-group


mailto:[email protected]

http://www.4rmg.com/

http://www.twitter.com/AJRat4RMG

http://www.linkedin.com/company/riedel-marketing-group

Data & Analytics

US Home Organization & Storage Market Snapshot 2013