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uct research. The Internet’s role in smallappliance sales starts well before the pur-chase, when consumers are looking forinformation to help them decide whichproduct is right for them. Fourteen percentof items sold in the 12 months endingSeptember 2011, and 26 percent of dollarsales, were researched online first.
Overall, websites are the most popularresource, followed by store visits and friendor family recommendation. Across all smallappliance categories, retailer websites are themost popular online resource for pre-pur-chase research, with product review websitesa close second. Social networks and blogsare utilized for small appliance pre-purchaseresearch, but only for 1 percent of sales inthe 12 months ending September 2011.
Although online is important for mostsmall appliance categories, consumers have
adopted this purchasing vehicle more forsome categories than others. Looking atthe impact of the Internet by sub-industry,41 percent of all small appliance websitesales are home environment appliances.Website sales represent nearly 10 percent ofsmall kitchen electrics unit sales, 8 percentof home environment and 7 percent of per-sonal care appliance sales.
At the category level, more than 20 per-cent of stand mixers, breadmakers and vacu-um sealers sold between October 2010 andSeptember 2011 were purchased online, butrobotic vacuums take the top spot with 40percent of unit sales coming from websitesales. The most popular online resourcesfor robotic vacuum pre-purchase researchwere product review websites, representing15 percent of sales.
About Housewares MarketWatchHousewares MarketWatch reports
both point-of-sale (POS) and consumerdata from NPD databases. The quarterlydata covers various product categorieswithin the divisions of Small Appliancesand Non-electric Housewares.
The information contained on the following pages is offered as a snapshotof a category’s performance, both fromthe retailer (POS) and consumer perspectives. The POS data covers theretail channels of mass/national chains,department stores, specialty stores anddrug stores (personal care and homeenvironment only). Each issue ofHousewares MarketWatch will featureseveral categories from the SmallAppliances and Housewares divisions.
Complete data on a category can bepurchased by visiting NPD’s website atwww.npd.com.See the Data andMethodology section on page 8 for anexplanation of how the data is compiled.
Technology and the Internet are over-whelming forces in our lives, andthey play an increasing role in the
way consumers make purchases and pur-chase decisions. The small appliance indus-try is not immune to this trend. Eight per-cent of units, and 12 percent of dollar sales,in the 12 months ending September 2011were purchased through online channels.
More than half of small appliance con-sumers did some kind of pre-purchase prod-
Quarters 2 & 3, 2011
Small Appliances and The Web: A Budding RelationshipBy Perry James, The NPD Group, Inc.
Source: The NPD Group 2
MARKET SIZEQUARTER TWO • 2011UNIT VOLUME IN THOUSANDS
Small Appliances: KITCHEN ELECTRICSTO
TAL
MARKET
FOOD P
REP/
BEVER
AGE
COOKI
NG &
SPEC
IALT
Y
ELEC
TRICS
Source: Consumer Tracking Service
25,386
12,07413,312
■ The top 3 reasons consumers purchaseda specific brand of electric skillet werethe price, it was a brand they trust and itwas recommended by friends/family.Source: Consumer Tracking Service
ELECTRICSKILLETS
■ Nearly 19% of espressomakers sold in Q2’11 were POD Machines.
Source: Retail Tracking Service
ESPRESSOMAKERS
■ 28% of waffle irons sold inQ2’11 were traditional style,rather than Belgian.
Source: Retail Tracking Service
WAFFLE IRONS
13 – 17 years
18 – 24 years
25 – 34 years
35 – 44 years
45 – 54 years
55 – 64 years
65 years +
NewEngland
MiddleAtlantic
East NorthCentral
West NorthCentral
SouthAtlantic
East SouthCentral
West SouthCentral
Mountain Pacific
ESPRESSO MAKERS
CENSUS (PERCENT OF POPULATION)
STAND MIXERS
CENSUS (PERCENT OF POPULATION)
STAND MIXERS • AGE OF BUYERPercentage purchased by age of buyer versus census
DEMOGRAPHIC ANALYSISUnit Volume Share
6 months ending — June 2011
Source: Consumer Tracking Service
ESPRESSO MAKERS • REGIONPercentage purchased in region versus census
Source: Consumer Tracking Service
1.0%
13.6
%
8.9%
7.4%
11.6
%
20.2
%
16.3
%
17.0
%
17.5
%
16.1
% 17.8
%
14.0
%
13.2
%
11.6
%
14.7
%18
.6%
15.7
%
7.1%
9.1%
11.4
%
15.9
%
5.9%
3.2%
19.3
%
24.5
%
6.7%
6.5%
15.5
%
11.9
%13.6
%
9.3%
4.8%
Source: The NPD Group3
MARKET SIZEQUARTER THREE • 2011UNIT VOLUME IN THOUSANDS
Small Appliances: KITCHEN ELECTRICSTO
TAL
MARKET
FOOD P
REP/
BEVER
AGE
COOKI
NGEL
ECTR
ICS
Source: Consumer Tracking Service
27,326
13,18814,138
■ The top 3 reasons consumerspurchased a specific brand of icecream/yogurt maker were the price,it was a brand they trust and it wasrecommended by friends/family.
Source: Consumer Tracking Service
ICE CREAM/YOGURT MAKERS
■ 40% of food processors soldin Q3’11 were blender/mixer/chopper systems.
Source: Retail Tracking Service
FOOD PROCESSORS
■ 16% of coffee grinders sold inQ3’11 were burr grinders.
Source: Retail Tracking Service
COFFEE GRINDERS
Male Female
TEA MAKERS
CENSUS (PERCENT OF POPULATION)
ELECTRIC CAN OPENERS
CENSUS (PERCENT OF POPULATION)
ELECTRIC CAN OPENERS • INCOMEPercentage purchased by income versus census
DEMOGRAPHIC ANALYSISUnit Volume Share
6 months ending — September 2011
Source: Consumer Tracking Service
TEA MAKERS • BUYER GENDERPercentage purchased by buyer gender versus census
Source: Consumer Tracking Service
9.4%
18.1
%
56.3%
50.9%
Under$15,000
$15,000 –29,999
$30,000 –44,999
$45,000 –59,999
$60,000 –74,999
$75,000 –99,999
$100,000 –149,999
$150,000 +
43.7%
49.1%
9.7%
3.1%
14.1
%
7.6%
13.2
%
10.2
%
11.1
%
8.9%
13.0
%14.8
%
15.1
%
15.4
%
14.3
%
21.9
%
Source: The NPD Group 4
MARKET SIZEQUARTER TWO • 2011UNIT VOLUME IN THOUSANDS
Small Appliances: PERSONAL CARETO
TAL
MARKET
HAIR C
ARE/
GROOMING
ORAL CARE,
HOME
HEALT
H, & O
THER
PERSO
NAL CARE
Source: Consumer Tracking Service
61,323
30,184 31,139
■ The top 3 reasons consumerspurchased a specific brand of oralcare replacement parts were that itwas a brand they currently own, abrand they trust and price.
Source: Consumer Tracking Service
ORAL CAREREPLACEMENT PARTS
■ Handheld garment steamersaccounted for 4% of garmentcare items sold in Q2’11.
Source: Consumer Tracking Service
GARMENT CARE
■ 25% of men’s electric shaverssold in Q2’11 were wet & dry.
Source: Retail Tracking Service
MEN’S ELECTRIC SHAVERS
13 – 17 years
18 – 24 years
25 – 34 years
35 – 44 years
45 – 54 years
55 – 64 years
65 years +
Single Member
Two Members
Three Members
Four Members
Five or More Members
WOMEN’S ELECTRIC SHAVERS
CENSUS (PERCENT OF POPULATION)
CURLING IRONS/BRUSHES
CENSUS (PERCENT OF POPULATION)
CURLING IRONS/BRUSHES • AGE OF BUYERPercentage purchased by age of buyer versus census
DEMOGRAPHIC ANALYSISUnit Volume Share
6 months ending — June 2011
Source: Consumer Tracking Service
WOMEN’S ELECTRIC SHAVERS • HOUSEHOLD SIZEPercentage purchased by household size versus census
Source: Consumer Tracking Service
17.8
%
17.5
%
16.6
%
13.5
%
13.2
%
12.9
% 14.7
%15.8
%
16.3
%17.9
%
11.6
%12.9
%
8.9%
10.4
%
10.9%
25.7%
22.1%
19.5%21.5%
19.5%21.9%
26.4%
21.9%
10.5%
Source: The NPD Group5
MARKET SIZEQUARTER THREE • 2011UNIT VOLUME IN THOUSANDS
Small Appliances: PERSONAL CARETO
TAL
MARKET
HAIR C
ARE/
GROOMING
ORAL CARE,
HOME
HEALT
H, & O
THER
PERSO
NAL CARE
Source: Consumer Tracking Service
57,231
28,488 28,743
■ The top 3 reason consumerspurchased a specific brand of bloodpressure monitor were the price,features and it was easy to use
Source: Consumer Tracking Service
BLOOD PRESSUREMONITORS
■ More than 60% ofshowerheads sold in Q3’11were handheld.
Source: Retail Tracking Service
SHOWERHEADS
■ More than half of home hairclippers sold in Q3’11 had20 or more pieces.
Source: Retail Tracking Service
HOME HAIR CLIPPERS
SEWING MACHINES
CENSUS (PERCENT OF POPULATION)
HAIRDRYERS
CENSUS (PERCENT OF POPULATION)
HAIRDRYERS • AGE OF BUYERPercentage purchased by age of buyer versus census
DEMOGRAPHIC ANALYSISUnit Volume Share
6 months ending — September 2011
Source: Consumer Tracking Service
SEWING MACHINES • INCOMEPercentage purchased by income versus census
Source: Consumer Tracking Service
17.8
%
13.0
%
13.2
%
8.9%
14.7
%
7.9% 9.
4%
26.5
%
14.3
%
18.1
%
15.1
%
12.0
%
13.0
%
5.6%
11.1
%
11.1
% 13.2
%
12.3
% 14.1
%
6.5%
9.7%
13 – 17 years
18 – 24 years
25 – 34 years
35 – 44 years
45 – 54 years
55 – 64 years
65 years +
Under$15,000
$15,000 –29,999
$30,000 –44,999
$45,000 –59,999
$60,000 –74,999
$75,000 –99,999
$100,000 –149,999
$150,000 +
19.5
%
17.5
%19.3
%
16.3
%
18.4
%
11.6
%
12.2
%
8.9%
8.7%
Source: The NPD Group 6
MARKET SIZEQUARTER TWO • 2011UNIT VOLUME IN THOUSANDS
Small Appliances: HOME ENVIRONMENT(EXCLUDING VACS)
Source: Consumer Tracking Service
TOTA
LMARKE
T
28,212
■ 25% of fans sold in Q2’11were personal/clip fans.
Source: Retail Tracking Service
FANS
■ The top 3 reasons consumerspurchased a specific brand of fanwere the price, it was a goodvalue and they liked the features.
Source: Consumer Tracking Service
FANS
WATER FILTRATION DEVICES
CENSUS (PERCENT OF POPULATION)
WATER FILTRATION DEVICES • INCOMEPercentage purchased by income versus census
DEMOGRAPHIC ANALYSISUnit Volume Share
6 months ending — June 2011
Source: Consumer Tracking Service
WATER FILTRATION DEVICES • REGIONPercentage purchased in region versus census
Source: Consumer Tracking Service
10.3
%
Under$15,000
$15,000 –29,999
$30,000 –44,999
$45,000 –59,999
$60,000 –74,999
$75,000 –99,999
$100,000 –149,999
$150,000 +
NewEngland
MiddleAtlantic
East NorthCentral
West NorthCentral
SouthAtlantic
East SouthCentral
West SouthCentral
Mountain Pacific
4.1%
WATER FILTRATIONDEVICES
CENSUS (PERCENTOF POPULATION)
4.8%
14.2
%
13.6
% 14.8
%
15.5
%
6.7%7.
8%
14.9
%
19.3
%
5.8% 5.9%
10.6
%
11.4
%
7.9%
7.1%
15.7
%
20.0
%
9.4%
18.8
%
14.3
%
12.6
%
11.1
%
7.7%
13.0
%
15.3
%
15.1
%
11.0
%
13.2
%
18.7
%
14.1
%
5.5%
9.7%
Source: The NPD Group7
MARKET SIZEQUARTER THREE • 2011UNIT VOLUME IN THOUSANDS
Small Appliances: HOME ENVIRONMENT(EXCLUDING VACS)
Source: Consumer Tracking Service
TOTA
LMARKE
T
27,161
■ More than 25% of water filtrationdevices sold in Q3’11 had acontainer capacity between ½-gallon and 1 gallon.
Source: Retail Tracking Service
WATERFILTRATION
DEVICES
■ The top 3 reasons consumerspurchased a specific brand ofwater filtration device were that itwas a brand they trust, the priceand it was a good value.
Source: Consumer Tracking Service
WATERFILTRATION
DEVICES
Male Female
Single Member
Two Members
Three Members
Four Members
Five or More Members
DEHUMIDIFIERS
CENSUS (PERCENT OF POPULATION)
DEHUMIDIFIERS
CENSUS (PERCENT OF POPULATION)
DEHUMIDIFIERS • BUYER GENDERPercentage purchased by buyer gender versus census
DEMOGRAPHIC ANALYSISUnit Volume Share
6 months ending — September 2011
Source: Consumer Tracking Service
DEHUMIDIFIERS • HOUSEHOLD SIZEPercentage purchased by household size versus census
Source: Consumer Tracking Service
53.2%
12.0%
49.1%46.8%
50.9%
35.8%
10.5%
26.4%
20.2% 19.5%17.1%
22.1%
14.8%
21.5%
Source: The NPD Group 8
MARKET SIZEQUARTER TWO • 2011UNIT VOLUME IN THOUSANDS
Small Appliances: FLOOR CARE
Source: Consumer Tracking Service
TOTA
LMARKE
T
8,346
■ 26% of all deep carpet cleaners soldin Q2’11 were compact style.
Source: Retail Tracking Service
DEEP CARPETCLEANERS
■ The top 3 reasons consumers purchaseda specific brand of deep carpet cleanerwere it was a brand they trust, they likethe features and the price.Source: Consumer Tracking Service
DEEP CARPETCLEANERS
Male Female
Single Member
Two Members
Three Members
Four Members
Five or More Members
STICK VACUUMS
CENSUS (PERCENT OF POPULATION)
STICK VACUUMS
CENSUS (PERCENT OF POPULATION)
STICK VACUUMS • BUYER GENDERPercentage purchased by buyer gender versus census
DEMOGRAPHIC ANALYSISUnit Volume Share
6 months ending — June 2011
Source: Consumer Tracking Service
STICK VACUUMS • HOUSEHOLD SIZEPercentage purchased by household size versus census
Source: Consumer Tracking Service
39.6%
37.0%
49.1% 50.9%
60.4%
21.5%
12.0%
22.1%
11.5%
19.5%
25.1%26.4%
10.5%
14.3%
Source: The NPD Group9
MARKET SIZEQUARTER THREE • 2011UNIT VOLUME IN THOUSANDS
Small Appliances: FLOOR CARE
Source: Consumer Tracking Service
TOTA
LMARKE
T
8,685
■ 64% of stick vacuums sold inQ3’11 were corded.
Source: Retail Tracking Service
STICK VACUUMS
■ The top 3 reasons consumerspurchased a specific brand ofstick vacuum were the price, itwas a brand they trust and it was a good value.
Source: Consumer Tracking Service
STICK VACUUMS
13 – 17 years
18 – 24 years
25 – 34 years
35 – 44 years
45 – 54 years
55 – 64 years
65 years +
Single Member
Two Members
Three Members
Four Members
Five or More Members
UPRIGHT VACUUMS
CENSUS (PERCENT OF POPULATION)
UPRIGHT VACUUMS
CENSUS (PERCENT OF POPULATION)
UPRIGHT VACUUMS • AGE OF BUYERPercentage purchased by age of buyer versus census
DEMOGRAPHIC ANALYSISUnit Volume Share
6 months ending — September 2011
Source: Consumer Tracking Service
UPRIGHT VACUUMS • HOUSEHOLD SIZEPercentage purchased by household size versus census
Source: Consumer Tracking Service
3.1%
13.7%
8.9%
8.8%
11.6
%
17.9
%
16.3
%
18.6
%
17.5
% 19.1
%
17.8
%
14.7
%
13.2
%
17.7
%
14.7
%
26.4%
10.5%
32.1%
21.1%19.5%
16.5%
22.1%
16.7%
21.5%
■ The top 3 motivators behindpurchasing cutlery in Q2’11 wereprice, value and easy to clean.
Source: Consumer Tracking Service
CUTLERY
■ Single piece beveragewaresales represented 38% ofQ2’11 dollar sales.
Source: Retail Tracking Service
BEVERAGEWARE
■ More than 8% of Q2’11dinnerware dollar sales came fromplastic as a primary material.
Source: Retail Tracking Service
DINNERWARE
Source: The NPD Group 10
MARKET SIZEQUARTER TWO • 2011UNIT VOLUME IN THOUSANDS
Housewares: NON-ELECTRIC
STOVETOPCOOKWAREDINNERWAREBEVERAGEWAREOVEN ORMICROWAVEBAKEWARECUTLERYFLATWARE
Source: Consumer Tracking Service
$621
,247
$278
,407
$217
,786
$192
,891
$183
,577
$153
,699
Male Female
NewEngland
MiddleAtlantic
East NorthCentral
West NorthCentral
SouthAtlantic
East SouthCentral
West SouthCentral
Mountain Pacific
OVEN OR MICROWAVE BAKEWARE
CENSUS (PERCENT OF POPULATION)
STOVETOP COOKWARE
CENSUS (PERCENT OF POPULATION)
STOVETOP COOKWARE • REGIONPercentage purchased in region versus census
DEMOGRAPHIC ANALYSISUnit Volume Share
6 months ending — June 2011
Source: Consumer Tracking Service
OVEN OR MICROWAVE BAKEWARE • BUYER GENDERPercentage purchased by buyer gender versus census
Source: Consumer Tracking Service
6.2%
16.0%
49.1% 50.9%
84.0%
15.7
%
12.0
%
7.1%
4.4%
11.4
%
1.8%
5.9%
4.4%
19.3
%21.3
%
6.7%7.
3%
15.5
%
16.1
%
13.6
%
13.4
%
4.8%
Source: The NPD Group11
MARKET SIZEQUARTER THREE • 2011UNIT VOLUME IN THOUSANDS
Housewares: NON-ELECTRIC
■ The top 3 reasons consumerspurchase specific cookware areprice, good value and easy to clean.
Source: Consumer Tracking Service
STOVETOPCOOKWARE
■ Serving utensil sets represented 4% offlatware dollar sales in Q3’11.
Source: Retail Tracking Service
FLATWARE
■ Stoneware/clay stoneaccounted for 8% of bakewaredollar sales in Q3’11.
Source: Retail Tracking Service
BAKEWARE
STOVETOPCOOKWAREDINNERWARECUTLERY BEVERAGEWARE OVEN ORMICROWAVEBAKEWARE FLATWARE
Source: Consumer Tracking Service
$504
,890
$334
,854
$150
,326
$171
,782
$204
,670
$212
,422
0%
8.9%
14.9
%
11.6
% 13.3
%
16.3
%
23.6
%
17.5
% 18.5
%
17.8
%
16.7
%
13.2
%
13.1
% 14.7
%
Male Female
13 – 17 years
18 – 24 years
25 – 34 years
35 – 44 years
45 – 54 years
55 – 64 years
65 years +
DINNERWARE
CENSUS (PERCENT OF POPULATION)
DINNERWARE • HEAD OF HOUSEHOLD AGEPercentage purchased by age of the head of household versus census
DEMOGRAPHIC ANALYSISUnit Volume Share
6 months ending — September 2011
Source: Consumer Tracking Service
BEVERAGEWARE • HEAD OF HOUSEHOLD GENDERPercentage purchased by head of household gender versus census
Source: Consumer Tracking Service
12.2%
49.1% 50.9%
87.8%BEVERAGEWARE
CENSUS (PERCENTOF POPULATION)
Source: The NPD Group 12
MARKET SIZEQUARTER TWO • 2011UNIT VOLUME IN THOUSANDS
Home: KITCHEN & DINING TEXTILES
■ In the 6 months ending June2011, $65 million in sales camefrom potholders/oven mitts andtowel/potholder sets.
Source: Consumer Tracking Service
KITCHEN &DINING
TEXTILES
DEMOGRAPHIC ANALYSISDollar Share
6 months ending — June 2011
Source: Consumer Tracking Service
20.9%
MA
RK
YO
UR
CA
LEN
DA
R!
to register: www.housewares.org/attend
TABLE LINENS • REGIONDollar share in region versus census
Northeast Midwest South West
22.8%
12.3%
36.6%
48.6%
22.2%
18.4%18.4%
DOLLAR SHARE
CENSUS (PERCENTOF POPULATION)
Source: The NPD Group13
MARKET SIZEQUARTER THREE • 2011UNIT VOLUME IN THOUSANDS
Home: KITCHEN & DINING TEXTILES
■ In the 6 months ending September2011, kitchen & dining textiles dollarsales increased by 21% and unitsales increased by nearly 14%,compared to the 6 months endingSeptember 2010.
Source: Consumer Tracking Service
KITCHEN &DINING
TEXTILES
0
5
10
15
20
25
30
KITCHEN LINENS • HOUSEHOLD SIZEPercentage purchased by household size versus census
DEMOGRAPHIC ANALYSISUnit Volume Share
6 months ending — September 2011
Source: Consumer Tracking Service
KITCHEN LINENS
CENSUS (PERCENT OF POPULATION)
Single Member
Two Members
Three Members
Four Members
Five or More Members
25.3%
10.5%
27.8%26.4%
16.0%
19.5%
15.3%
22.1%
15.6%
21.5%
Find Exhibitors and Do Business Year Round atwww.housewares.org/housewaresconnect365
• Search for new suppliers
• Find the latest new products
• Plan your Show visit
Source: The NPD Group 14
less than 10 percent ofappliance sales, a goodwebsite can have a realimpact on your bottomline that is well worth therelatively minimal cost.Manufacturers and retail-ers increase their ability tosell bigger ticket items orhigher priced products.Brands gain some controlover the messaging andimage of their products,providing consumers withthe insight they are seek-ing, giving them a leg upon the competition.
Retailers also benefitfrom doing a good job answering questionsabout product offerings, which can get con-sumers to visit their stores. The relationshipbetween the Internet and small appliancestruly is a budding one and is now in a criti-cal stage, one that requires atten-tion to truly bloom and realizeits full potential.
The Internet doesn’t discriminate whenit comes to small appliances. From thewidely available to the scarce, the additionalsmall appliance categories where theInternet’s role in sales is notable, with unitshare greater than 15 percent, were: dehu-midifiers, sewing machines, oral irrigators,pedometers, electric shaver replacementparts, lighted mirrors, espresso makers, cit-rus juicers, juice extractors, food steamers,canister vacuums, bare floor cleaners and icecream/yogurt makers.
Having an Internet presence has beenimportant for several years, but it hasbecome a must in order to compete intoday’s market. On average, online smallappliance sales command a 58 percent high-er average selling price than the industry asa whole, and 71 percent higher than brickand mortar sales. Nearly half of all purchasesmade online were researched through anonline resource, but only a quarter of pur-chases researched online were actually pur-chased online.
Even though online sales still representTake a look inside the home!
kitchen | personal care | home environment | laundry appliances
www.npd.com
INTERESTED? Contact Charles Camaroto at 866-444-1411 ([email protected]) for details.
Uncover opportunities for your business with The NPD Group’s new report, Inside the Home: Appliances We Own & Use.
Small Appliances and The Web: A Budding RelationshipContinued from page 1
Perry James is president of Home & OfficeSupplies at The NPD Group. These are theopinions of James and NPD. For more information, contact James at 516-625-2349.
15Source: The NPD Group
ABOUT THE NPD GROUP, INC.
The NPD Group is the leadingprovider of reliable and comprehensiveconsumer and retail information for awide range of industries. Today, morethan 1,800 manufacturers retailers andservice companies rely on NPD to helpthem drive critical business decisions atthe global, national, and local marketlevels. NPD helps our clients to identifynew business opportunities and guideproduct development, marketing, sales,merchandising, and other functions.Information is available for the follow-ing industry sectors: automotive, beauty,commercial technology, consumer tech-nology, entertainment, fashion, foodand beverage, foodservice, home,office supplies, software, sports, toysand wireless. For more information,contact us or visithttp://www.npd.com/.
DATA AND METHODOLOGYNPD has a standard data model that is used
for all categories that incorporates both con-sumer and point-of-sale (POS) databases.These two data sources are highly comple-mentary and are used to support one another.Point-of-Sale (POS) databases are assembledfrom retailers' records of actual sales by prod-uct as collected at the cash register.
Consumer databases are developed usingonline purchase surveys completed by a large-scale rotating sample of consumers. Thesedata produce estimates of sales by product forthe total marketplace. More importantly, theconsumer surveys capture information abouteach purchase, such as buyer demographics,the product's intended use and other pur-chase motivators.
CONSUMER METHODOLOGYThe NPD online consumer panel is com-
prised of pre-recruited individuals who haveagreed to participate in NPD online surveysand have completed a comprehensive demo-graphic questionnaire. The use of an estab-lished online panel assures good cooperationlevels and predictable demographic balanceamong panelists.
Consumer panelists are asked about theirrecent purchases in a survey administered viathe Internet. The responding sample is demo-graphically weighted and projected through aseries of steps to represent the U.S. popula-tion. Each month, over 200,000 individualsare selected from the NPD online consumerpanel to participate in the appliance study.
Each month, over 30,000 U.S. house-holds are selected for the housewares andhome textiles studies.
POS METHODOLOGYNPD collects point-of-sale retailer
data from selected retailers. These dataare the actual sales for the chain on anSKU-by-SKU basis. The data are com-bined with data from other retailers toproduce reports on certain categories bychannel, where a sufficient number ofretailers are cooperating and where suffi-cient market demand exists for the data-base.
Deborah A. Teschke, Senior EditorPerry James, Contributing EditorJanine Marshall-Bolton, Contributing EditorTom Goodman, DesignPublished by IHA
For more information, contact Debbie Teschke at 847-692-0110; [email protected]
6400 SHAFER COURT, STE. 650ROSEMONT, IL 60018 USATEL: 847-292-4200 FAX: 847-292-4211www.housewares.org