US Household Cleaning Tool Market Snapshot 2013

US Household Cleaning Tool Market Snapshot 2013

Published June 2013

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 US Household Cleaning Tool Snapshot 2013

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

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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.

US Household Cleaning Tool Snapshot 2013

Units

Dollars

$1,243

$7,121

Household Cleaning ToolsMarket 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.


The household cleaning tool market has been declining since 2007.

20072008

20092010

20112012

$1,700

$1,800

$1,900

$2,000

$2,100

$2,200

$2,300

$2,400

$2,316

$2,238

$1,958

$2,183

$2,123

$2,204

Broom, Brush & Mop Market Size (000s)

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

Units (000)

Dollars ($000)

0 100 200 300 400 500 600 700 800 900

$162

$900

$155

$881

U.S. Total SalesCleaning Tools/Brooms/Mops

(000)

2012 2011Source: 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.


Scouring pads/scrubbers/sponges, mops, and brooms account for more than 50% of dollar and unit volume.

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

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

The three largest product segments account for 53% of unit volume


Dust pans

Buckets

Dish brushes

Soap dispensers


Household gloves

Cleaning brushes


Disposable gloves

Brooms

Mops



0 5,000,000,000 10,000,000,000

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

The three largest product segments account for 52% of dollar volume

Source: Riedel Marketing Group online survey May 2013

52% 53%


86% of US households purchased at least one household cleaning tool in the past year.


Dust pans

Buckets

Dish brushes

Soap dispensers


Household gloves

Cleaning brushes


Disposable gloves

Brooms

Mops



0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

14%

18%

18%

20%

24%

27%

28%

32%

32%

39%

41%

44%

71%

86%

Past year purchase of household cleaning tools

Source: Riedel Marketing Group online survey May 2013

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 EstimateRiedel Marketing Group

2003 Market Size Estimate

Flatware $809MM $988MM

Dinnerware $1,971MM $1,589MM

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.


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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).


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

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Data & Analytics

US Household Cleaning Tool Market Snapshot 2013