Giving Is A Premium Opportunity

Transcription

Quarter 1, 2013
By Debra Mednick, The NPD Group, Inc.
Among all gift-giving
occasions, wedding
and bridal shower
gifts are among the
occasions where
consumers spent the
most on gifts.
C
onsumers in the U.S. spent $1.8 billion on small appliances as gifts in the
12 months ending March 2013.
According to NPD’s Consumer Tracking
Service, engagement, bridal shower and
wedding gifts accounted for $119 million of
those sales, and the average price paid for
those gifts was 62 percent higher than what
was spent on gifts for non-bridal occasions.
Among all gift-giving occasions, wedding
and bridal shower gifts are among the occa-
About Housewares MarketWatch
Housewares MarketWatch reports
both point-of-sale (POS) and consumer
data from NPD databases. The quarterly
data covers various product categories
within the divisions of Small Appliances
and Non-electric Housewares.
The information contained on the
following pages is offered as a snapshot
of a category’s performance, both from
the retailer (POS) and consumer
perspectives. The POS data covers the
retail channels of mass/national chains,
department stores, specialty stores and
drug stores (personal care and home
environment only). Each issue of
Housewares MarketWatch will feature
several categories from the Small
Appliances and Housewares divisions.
Complete data on a category can be
purchased by visiting NPD’s website at
www.npd.com.See the Data and
Methodology section on page 9 for an
explanation of how the data is compiled.
sions where consumers spent the most on
gifts.
less of available promotions, to help celebrate this special time.
Looking beyond the holiday season,
which represents more than half of the
annual small appliance sales, consumer buying behavior regarding weddings presents a
unique opportunity for retailers, manufacturers and gift recipients. Bridal registries
allow recipients to request premium products that they may not be as likely to purchase for themselves. Friends and family are
more likely to splurge on presents, regard-
Consumers Spend More For Gifts
Than on Themselves
Across all occasions, gift purchases represented 10 percent of total small appliance
dollar sales in the 12 months ending March
2013. When consumers bought a small
appliance as a gift for someone else, they
spent an average of 6 percent more than
continued on page 8
TABLETOP:
Dinnerware, Beverageware, Flatware
Market Size
Demographic Analysis
Quarter One • 2013
6 months ending • March 2013
Dollar Volume in Thousands
Unit Volume Share
DINNERWARE • HEAD OF HOUSEHOLD AGE
TOTAL TABLETOP
Percentage purchased by age of the head of household
31%
$515,801
17%
17%
16%
10%
Source: Consumer
Tracking Service
18 – 24
years
25 – 34
years
35 – 44
years
45 – 54
years
55 – 64
years
9%
65 years +
Source: Consumer Tracking Service
Insights:
FEATURES: Flatware place settings accounted for 9 percent of category dollar sales in
Q1’13.
Source: Retail Tracking Service
PURCHASE MOTIVATORS: When it comes to selecting dinnerware, consumers said
price, appearance and good value were the top motivators in Q1’13.
ONLINE SALES: Less than 10 percent of Q1/13 beverageware dollars came from online
purchases.
PRICE SEGMENTATION: 98 percent of all beverageware sets sold in Q1’13 were
purchased for less than $25.
GIFTING: 16 percent of all flatware dollar sales in Q1’13 were from gift purchases.
Source: The NPD Group
2
COOKING/KITCHEN:
Cookware, Bakeware, Cutlery
Market Size
Price Segmentation
Unit Volume Share
TOTAL COOKING/
KITCHEN
COOKWARE • PRICE
Percentage purchased by price
57%
28%
$1,077,259
11%
4%
Under $25
Source: Consumer
Tracking Service
$25-$49
$50-$99
$100-$199
1%
$200+
Insights:
FEATURES: Cutlery sets accounted for 57 percent of category dollar sales in Q1’13.
PURCHASE MOTIVATORS: When it comes to selecting cookware, consumers said
price, easy to clean and good value were the top motivators in Q1’13.
ONLINE SALES: 11 percent of Q1’13 bakeware dollars came from online purchases.
DEMOGRAPHICS: 40 percent of all bakeware sold in Q1’13 was purchased by
households with 3 or more members.
GIFTING: 25 percent of all cutlery dollar sales in Q1’13 came from gift purchases.
3
Small Appliances: KITCHEN ELECTRICS
Market Size
Price Segmentation
Unit Volume Share
COFFEE/ESPRESSO MAKERS • PRICE
$856,659
COOKING & SPECIALTY ELECTRICS
$1,300,914
FOOD PREP/BEVERAGE
TOTAL KITCHEN
ELECTRICS
61%
18%
$444,255
Source: Consumer
Tracking Service
Under $50
$50-$99
16%
5%
$100-$149
$150-$199
1%
$200+
Insights:
FEATURES: Almost half of the mixers sold in Q1’13 had 6-9 speeds.
PURCHASE MOTIVATORS: When it comes to selecting a blender, consumers said
price, features and good value were the top motivators in Q1’13.
ONLINE SALES: 17 percent of all breadmakers sold in Q1’13 were purchased online.
DEMOGRAPHICS: More than a quarter of all electric can openers sold in Q1’13 were
purchased by 45-54-year-olds.
IMPULSE: More than half of the citrus juicer purchases in Q1’13 were planned
purchases.
4
Small Appliances: PERSONAL CARE
Market Size
Unit Volume Share
ELECTRIC SHAVERS • REGION
ORAL CARE, HOME HEALTH, &
OTHER PERSONAL CARE
$1,370,462
HAIR CARE/GROOMING
TOTAL MARKET
Percentage purchased in region
$753,473
37%
24%
22%
17%
$616,989
Northeast
Source: Consumer
Tracking Service
Central
South
West
Insights:
FEATURES: Oral irrigators represent 14 percent of oral care appliance dollar sales in
Q1’13.
PURCHASE MOTIVATORS: When it comes to selecting curling iron, consumers said
price, good value and trust were the top motivators in Q1’13.
ONLINE SALES: Almost 10 percent of garment care sales in Q1’13 came from online
purchases.
PRICE SEGMENTATION: More than 80 percent of men’s trimmers sold in Q1’13 were
purchased for less than $25.
IMPULSE: Three-quarters of the hairdryer purchases in Q1’13 were planned purchases.
5
Small Appliances: FLOOR CARE
Market Size
Price Segmentation
Unit Volume Share
TOTAL MARKET
UPRIGHT VACUUMS • PRICE
39%
$1,147,861
28%
14%
10%
Under $50
Source: Consumer
Tracking Service
$50-$99
$100-$149
$150-$199
8%
$200+
Insights:
FEATURES: Almost half of the hand/stick vacuums sold in Q1’13 were convertible 2-in-1
products.
PURCHASE MOTIVATORS: When it comes to selecting a bare floor cleaner, consumers
said features, price and trust were the top motivators in Q1’13.
ONLINE SALES: 14 percent of canister vacuums sold in Q1’13 were purchased online.
DEMOGRAPHICS: 40 percent of deep carpet cleaners sold in Q1’13 were purchased by
men.
IMPULSE: More than half of the electric carpet sweeper purchases in Q1’13 were
planned purchases.
6
Home: KITCHEN & DINING TEXTILES
Market Size
Unit Volume Share
TOTAL MARKET
KITCHEN LINENS • HOUSEHOLD INCOME
Percentage purchased by household income
19%
18%
$331,725
Source: Consumer
Tracking Service
18%
17%
15%
Under
$15,000
$15,000 –
29,999
$30,000 –
44,999
$45,000 –
59,999
7%
7%
$60,000 –
74,999
$75,000 –
99,999
$100,000 +
Insights:
FEATURES: 31 percent of kitchen linens sold in Q1’13 had a pattern or print.
PURCHASE MOTIVATORS: When it comes to selecting table linens, consumers said
liking how the product looks, price and the material/texture were the top motivators in
Q1’13.
ONLINE SALES: 8 percent of table linen dollar sales in Q1’13 came from online
purchases.
DEMOGRAPHICS: 25-44-year-olds accounted for 44 percent of kitchen linen dollar
sales in Q1’13.
SPECIAL OCCASION: Housewarming was the top occasion table linens were purchased
in Q1’13, but the majority of products were purchased for no special occasion.
7
continued from page 1
they did on items for themselves. Small kitchen appliances, with their broad appeal to
cooks and non-cooks, continue to be the most gifted segment, with 16 percent of
unit sales coming from gift purchases. Consumers spent an average of 22 percent
more on small kitchen electrics purchased as a gift than they did on non-gift items.
Online shopping and registry website makes gift-giving easy, with the ability to
find just what you want, buy it and ship it in just a few clicks. Website sales accounted for 15 percent of total small appliance dollars from April 2012 to March 2013.
During this same time, 23 percent of small appliance gift dollars came from online
sales, and this shopping channel claimed 27 percent the bridal occasion gift market.
The average price paid for a small
appliance purchased online was
72 percent higher than was paid in
traditional brick-and-mortar stores.
Prices Higher Online Than in Brick & Mortar
The average price paid for a small appliance purchased online was 72
percent higher than was paid in traditional brick-and-mortar stores. Even
though consumers are already spending more on wedding and bridal
shower gifts in general, the average online spend on gifts for these occasions was 36 percent more than on bridal-related gifts purchased in a
store.
Getting in the minds of consumers at key gift-giving times, be it a
wedding or holiday, is a tactic that is beneficial to the top and bottom
line for all types of appliances, whether it is for the kitchen, the hair or
the floor.
The Coffee Market
Coming On Strong
Debra Mednick is the executive director and home industry analyst at
The NPD Group. These are the opinions of Mednick and NPD. For more
information, contact Dora Brunette at 516-626-6190.
Improve planning. Identify opportunities.
Know what consumers want.
Navigate the latest trends in the fast-changing
U.S. coffee industry with our new report, What’s
Brewing in the Coffee Industry: The Impact of
Single-Serve.
Learn more. Call Charles Camaroto at 866-444-1411
or email contactnpd@npd.com.
visitors:
exhibitors:
www.housewares.org/attend
www.housewares.org/exhibit
npd.com
8
DATA AND METHODOLOGY
NPD has a standard data model that is used
for all categories that incorporates both consumer and point-of-sale (POS) databases.
These two data sources are highly complementary and are used to support one another.
Point-of-Sale (POS) databases are assembled
from retailers' records of actual sales by
product as collected at the cash register.
Consumer databases are developed using
online purchase surveys completed by a largescale rotating sample of consumers. These
data produce estimates of sales by product for
the total marketplace. More
importantly, the consumer surveys capture information about
each purchase, such as buyer
demographics, the product's
intended use and other purchase
motivators.
study. Each month, over 30,000 U.S. households are selected for the housewares and
home textiles studies.
POS METHODOLOGY
NPD collects point-of-sale retailer data
from selected retailers. These data are the
actual sales for the chain on an SKU-by-SKU
basis. The data are combined with data from
other retailers to produce reports on certain
categories by channel, where a sufficient
number of retailers are cooperating and
where sufficient market demand exists for
the database.
CONSUMER
METHODOLOGY
The NPD online consumer
panel is comprised of pre-recruited individuals who have agreed to
participate in NPD online surveys
and have completed a comprehensive demographic questionnaire. The use of an established
online panel assures
good cooperation levels
and predictable demographic balance among
panelists.
ABOUT THE
NPD GROUP, INC.
The NPD Group is the leading
provider of reliable and comprehensive
consumer and retail information for a
wide range of industries. Today, more
than 1,800 manufacturers retailers and
service companies rely on NPD to help
them drive critical business decisions at
the global, national, and local market
levels. NPD helps our clients to identify
new business opportunities and guide
product development, marketing, sales,
merchandising, and other functions.
Information is available for the following industry sectors: automotive, beauty,
commercial technology, consumer technology, entertainment, fashion, food
and beverage, foodservice, home,
office supplies, software, sports, toys
and wireless. For more information,
contact us or visit
http://www.npd.com/.
Deborah A. Teschke, Senior Editor
Debra Mednick, Contributing Editor
Janine Marshall-Bolton, Contributing Editor
Tom Goodman, Design
Published by IHA
Consumer panelists
are asked about their
recent purchases in a
survey administered via
the Internet. The
responding sample is
demographically weighted and projected
through a series of steps
to represent the U.S.
population. Each
month, over 200,000
individuals are selected
from the NPD online
consumer panel to participate in the appliance
For more information, contact
Debbie Teschke at 847-692-0110; or
dteschke@housewares.org
6400 SHAFER COURT, STE. 650
ROSEMONT, IL 60018 USA
TEL: 847-292-4200 FAX: 847-292-4211
www.housewares.org
9

Giving Is A Premium Opportunity

Transcription

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