2001 State of the Industry Report

Transcription

1 H O U S E W A R E S MARKETWATCH VOL. 3 NO.1 $ Complimentary New Data! Benchmark Your Business! MANUFACTURERS CAN USE HOUSEWARES MARKETWATCH TO: V Determine how well their product lines are performing relative to the total category. V Estimate market share. V Predict how well the category and their product lines is going to perform in the future. V Identify product categories with strong growth potential. V Understand which channels of distribution are most important to their product category. V Understand what type of consumer buys their product category. V Allocate resources among different product lines. RETAILERS CAN USE HOUSEWARES MARKETWATCH TO: V Determine how well their stores are performing relative to the total market. V Predict how well the category is going to perform in the future. V Identify product categories with strong growth potential. V Determine how much shelf space each product category should have. V Validate data provided to them by vendors. INTERNATIONAL HOUSEWARES ASSOCIATION THE HOME AUTHORITY LOOKS AT SPECIALTY STORE SALES In this issue, Housewares MarketWatch will concentrate on a fullyear analysis of retail sales data for the specialty channel of distribution. Specialty stores tend to be bellwether retailers because they are often the first to feel the effects of trends. By monitoring specialty stores retail dollar sales trends, it may be possible to predict sales trends in other channels of distribution. Based on the emerging trends in the specialty channel, these are the forces that may be impacting the housewares industry in 2002: The recession is over for the housewares industry. All product categories surveyed non-electrics (except for tabletop), kitchen electrics, personal care electrics, electric floor care products and household electrics in all channels of distribution will enjoy retail dollar sales growth in The tabletop-related non-electrics product segments dinnerware, beverageware and flatware will take several more quarters to recover fully. Several core kitchen appliance categories will sell well this year: stand mixers, food processors, toaster ovens, blenders, auto drip coffee makers, blenders and hand mixers. Hot kitchen electric product categories will be citrus juicers, juice extractors, and waffle irons/sandwich makers. Sales of indoor electric grills may have finally peaked. The category may begin to decline slightly in Hot personal care product categories will be curling irons/brushes, oral care appliances and shower heads. All electric floor care products except upright vacuum cleaners will do well. Canister vacuum cleaners and hand vacuums will do especially well. All household electrics product segments except vaporizers will have healthy sales growth. Air purifiers and water filtration devices will be exceptional performers. THE HOME AUTHORITY LOOKS AT THE U.S. CONSUMER Of the 25 categories examined in this issue, plastic plates, bowls, cups, trays and/or pitchers will be purchased by more U.S. households in the next year than any other product category More than 80% of U.S. households own plastic tabletop products and more than one-third of U.S. households bought plastic plates, bowls, cups, trays, and/or pitchers in the past year. More than 90% of U.S. households own several of the categories researched in this issue, including flashlights; fry pans/saute pans/skillets; spatulas, cooking/serving spoons; and sauce pans, but fewer than 20% of U.S. households replaced these products in the past year. The majority of U.S. households go to a retail store every three years to purchase plastic tabletop products and every 25 years to buy a new spice rack. More Inside... IHA, Sponsor of the International Housewares Show Now Available 2001 State of the Industry Report To order, go to Marketplace at For the last year, Housewares MarketWatch has analyzed NPD retail store sales tracking data for three channels of distribution mass merchants, department stores and specialty stores. This analysis has been discontinued because of changes in the sales tracking data provided to NPDHouseworld for the mass merchant channel.

2 For more in-depth demographic 2 H O U S E W A R E S M A R K E T W A T C H V O L U M E 3 N U M B E R 1 SPECIALTY STORE TREND INDICATORS Non-Electrics The worst of the recession may be over for the nonelectrics category. V Total retail dollar sales in the non-electrics category declined in the last three quarters of 2001 compared to the same period in 2000 in the specialty store channel of distribution. However, the pace of the decline slowed in fourth quarter. The food prep/cooking product segments will drive the recovery. V Cookware retail dollar sales went from a decline in third quarter to a slight increase in fourth quarter compared to the same time period in Bakeware dollar sales declined by a much slower pace in fourth quarter than in second or third compared to the same time periods in The tabletop product segments will not recover as quickly as the food prep/cooking segments. V The tabletop product segments experienced a more dramatic decline from first quarter 2001 to second quarter 2001 in the specialty store channel than did the food prep/cooking product segments. Moreover, the tabletop product segments did not recover as well in the fourth quarter as did the food prep/cooking product segments. YEAR OVER YEAR SALES GROWTH - Non-Electrics 2001 vs. 2000, By Quarter and Full Year Percent Change in Dollars Home Specialty Channel ONLY Went from decline to slight growth Much smaller decline in Q4 Went from growth to decline in one quarter Slower rate of decline in Q4 Q1 Q2 Q3 Q4 Total Food Prep/Cooking Cookware 21.6% -14.7% -15.6% 0.5% -4.2% Bakeware 0.2% -20.4% -21.0% -1.4% -8.2% Cutlery 37.9% -6.0% -17.8% -3.5% -1.0% Tabletop Dinnerware 10.7% -27.0% -27.6% -22.2% -18.1% Beverageware 8.7% % -12.6% -14.1% Flatware -10.0% -19.8% -24.8% -9.5% -15. Total Non-Electrics Total Non Electrics 11.4% -18.8% -22.0% -7.2% -10.0% Note: January 2001 was a five-week month, compared with four weeks in Therefore, the first quarter 2001 contains 14 weeks, compared with 13 weeks in Much greater Source: NPDHouseworld rates of decline than in food prep

3 H O U S E W A R E S M A R K E T W A T C H V O L U M E 3 N U M B E R 1 3 SPECIALTY STORE TREND INDICATORS Kitchen Electrics Overall, the category of Kitchen Electrics was not too heavily affected by the recession and has recovered quickly. V Total kitchen electrics declined in the first and second quarters of 2001 compared to the same time periods in By third quarter of 2001, total kitchen electric retail dollar sales had started to grow, albeit at the very small year-over-year growth rate. Three core kitchen electrics product segments and three emerging categories are driving the recovery. V Retail dollar sales of stand mixers, food processors and toaster ovens grew at a whopping 70% + growth rate in fourth quarter 2001 compared to fourth quarter V Retail dollar sales of citrus juicers, juice extractors, and waffle irons/sandwich makers grew at an extremely healthy pace in fourth quarter 2001 compared to the year before. A number of former hot categories continued to lose their luster in V Breadmakers continued to exhibit large sales declines in every quarter last year. V Retail dollar sales of deep fryers, electric woks, espresso machines declined at a slower pace in fourth quarter compared to the same time periods in V Retail dollar sales of indoor electric grills, the hottest of the hot product categories for several years, declined in three of four quarters in 2001 compared to Amazing growth rate Sales keep declining YEAR OVER YEAR SALES GROWTH - Kitchen Electrics 2001 vs. 2000, By Quarter and Full Year Percent Change in Dollars Home Specialty Channel ONLY Declined at a slower pace Declined 3 of 4 quarters Amazing growth rates Went from decline to slight growth in Q3 Q1 Q2 Q3 Q4 Total Core Kitchen Electrics Stand Mixers 1.1% -7.1% 1.7% 90.9% 47.2% Food Processors 15.4% 3.6% 26.2% 71.7% 42.7% Toaster Ovens -10.5% -9.5% 15.9% 76.4% 26.5% Blenders 19.9% % 27.5% 19.1% Auto Drip Coffeemakers 3.1% -11.7% 2.4% 31.0% 11.4% Hand Mixers -18.6% -0.8% 2.7% 15.6% 3.2% Electric Griddles -30.2% % 23.9% -1.0% Toasters -8.8% -12.1% -7.7% % Slow Cookers -7.6% -35.0% -29.7% -17.9% -20.9% Can Openers -13.7% -31.2% -20.0% -20.4% -21.2% Electric Skillets -46.6% % -45.1% Former Hot Categories Breadmakers -56.7% % -56.0% -56.4% Deep Fryers -39.8% -59.4% -54.9% -18.5% -37.9% Electric Woks -61.1% -51.4% 16.7% -10.0% -33. Espresso Machines -8.6% -30.8% -31.8% -18.1% -18. Food Steamers -1.6% -7.9% -6.6% -18.5% -11.1% Rice Cookers -14.0% -11.7% -33.2% 9.7% -9.7% Electric Indoor Grills % % -3.4% Emerging Categories Citrus Juicers -26.7% % 55.6% 47.0% Juice Extractors 5.5% 22.5% % 44.4% Waffle Irons/ Sandwich Makers 31.4% % 43.5% 26.7% Just Plodding Along Coffee Grinders 3.2% -14.4% % 0.2% Total Kitchen Electrics Total Kitchen Electrics -3.1% -3.1% 0.4% 29.1% 11.1% Note: January 2001 was a five-week month, compared with four weeks in Therefore, the first quarter 2001 contains 14 weeks, compared with 13 weeks in Source: NPDHouseworld information visit

4 4 H O U S E W A R E S M A R K E T W A T C H V O L U M E 3 N U M B E R 1 SPECIALTY STORE TREND INDICATORS Personal Care Electrics What recession? Personal care appliances grew in V Retail dollar sales of total personal care appliances in the specialty channel grew every quarter of 2001 compared to the same time periods in The growth is coming from curling irons/brushes, oral care appliances and parts, and shower heads. V Curling irons/brushes and oral care products went from declining sales in first quarter to ever increasing sales growth across the next three quarters compared to the same time periods in V Shower heads exhibited steady growth during each quarter of the year compared to the same time periods in Despite growing total category retail dollar sales, three product categories declined in V Retail dollar sales of women s electric shavers and electric hair clippers/trimmers declined in every quarter of 2001 compared to the same time periods in V Retail dollars sales of electric beard/moustache trimmers declined in the first three quarters of 2001 compared to 2000 but actually started to grow in the fourth quarter. YEAR OVER YEAR SALES GROWTH - Personal Care Electrics 2001 vs. 2000, By Quarter and Full Year Percent Change in Dollars Home Specialty Channel ONLY Went from decline to growth in one quarter Sales declined every quarter Went from declining sales to growth Steady growth all year Sales grew every quarter Q1 Q2 Q3 Q4 Total Shavers and Parts Men s Electric Shavers 26.6% 20.6% 3.5% -3.1% 6.8% Shaver Replacement Parts 14.1% 3.0% -0.5% 2.4% 4.4% Women s Electric Shavers -11.1% -28.0% -21.6% -17.2% -19.4% Hair Care Appliances Hair Dryers 31.9% -7.1% -8.1% 4.5% 2.0% Curling Irons/Brushes -1.6% 1.1% 41.0% 48.9% 28. Electric Hair Clippers/ Trimmers -18.7% -29.1% -31.9% -33.6% -29. Electric Beard/ Moustache Trimmers -18.6% -19.8% -25.8% 1.1% -12.6% Other Personal Care Appliances Electric Massagers 75.9% 50.5% -2.6% 11.8% 17. Oral Care & Oral Care Replacements -9.1% % 74.8% 38.9% Shower Heads 37.1% 38.1% 41.7% 38.4% 39.0% Lighted Mirror* 1.0% 9.9% 7.6% Total Personal Care Electrics Total Personal Care Electrics 12.1% 21.1% 10.1% 20.9% 17.4% Note: January 2001 was a five-week month, compared with four weeks in Therefore, the first quarter 2001 contains 14 weeks, compared with 13 weeks in Source: NPDHouseworld For more in-depth demographic

5 H O U S E W A R E S M A R K E T W A T C H V O L U M E 3 N U M B E R 1 5 SPECIALTY STORE TREND INDICATORS Electric Floor Care Electric floor care product sales went through the roof in V Retail dollar sales of total electric floor care products in specialty stores almost doubled from 2000 to However, this does not necessarily point to an exponential increase in consumer demand for floor care products. It is more indicative of distribution gains in the specialty channel. The hand vacuum cleaner product segment is driving category growth. V Retail dollar sales of hand vacuums grew exponentially in each quarter of 2001 compared to the same time period in Not all floor care product segments are gaining distribution in specialty stores. V Retail dollar sales of upright vacuum cleaners declined at an increasing rate across all four quarters of 2001 compared to the same time periods of V Growth in retail dollar sales of canister vacuum cleaners occurred in the fourth quarter after three quarters of decline. YEAR OVER YEAR SALES GROWTH - Electric Floor Care 2001 vs. 2000, By Quarter and Full Year Percent Change in Dollars Home Specialty Channel ONLY Amazing growth rates From decline to growth in one quarter Q1 Q2 Q3 Q4 Total Canister Vacuums -73.9% % -94.1% % 274.7% Hand Vacuums 228.2% 410.5% % 271.7% Steam Extractors 48.8% 132.6% % 109. Stick Vacuums 9.5% 20.2% 40.1% 165.0% 75.4% Carpet Sweepers 34.7% 22.5% 9.8% -13.2% 8.1% Upright Vacuums % -45.8% -43.9% -31.9% Total Electric Floor Care % 94.2% 137.1% 96.7% Note: January 2001 was a five-week month, compared with four weeks in Therefore, the first quarter 2001 contains 14 weeks, compared with 13 weeks in Source: NPDHouseworld Rate of decline increased every quarter Sales almost doubled information visit

6 6 H O U S E W A R E S M A R K E T W A T C H V O L U M E 3 N U M B E R 1 SPECIALTY STORE TREND INDICATORS Household Electrics Household electrics show steady growth. V Retail dollar sales of total household electric appliances in the specialty channel grew every quarter of 2001 compared to the same time periods in Category growth is being driven by air and water. V Retail dollar sales of air cleaners grew exponentially in 2001 compared to However, this does not necessarily point to an exponential increase in consumer demand for air cleaners. It is more indicative that more specialty retailers are carrying air cleaners than ever before. V Retail dollar sales of water filtration systems grew at an everincreasing pace over the course of 2001 compared to YEAR OVER YEAR SALES GROWTH - Household Electrics 2001 vs. 2000, By Quarter and Full Year Percent Change in Dollars Home Specialty Channel ONLY Amazing rates of growth Q1 Q2 Q3 Q4 Total Irons 4.2% 20.5% 26.4% -8.2% 11.0% Home Environment Appliances Air Purifiers 496.8% % % % Humidifiers 44.1% -12.5% 6.6% 30.7% 32.6% Fans % 29.6% -84.4% 31.9% Water Filtration Devices and Replacement Filters % 21.8% 45.0% 24.5% Heaters 67.2% 57.1% 75.6% 6.7% 21.6% Vaporizers % % -69.8% Total Household Electrics Total Household Electrics 12.6% 34.5% 37.5% 22.9% 27.8% Note: January 2001 was a five-week month, compared with four weeks in Therefore, the first quarter 2001 contains 14 weeks, compared with 13 weeks in Source: NPDHouseworld Grew every quarter of 2001 Rate of growth increased every quarter For more in-depth demographic

7 H O U S E W A R E S M A R K E T W A T C H V O L U M E 3 N U M B E R 1 7 WHAT CONSUMERS TELL US HOW MANY OWN Household Penetration Practically every U.S. household owns flashlights, fry pans, saute pans, and/or skillets; spatulas; cooking/serving V 96% of U.S. households own at least one flashlight V 9 of U.S. households own at least one skillet, fry pan or saute pan V 9 of U.S. households own at least one spatula V 92% of U.S. households own at least one sauce pan spoons; and sauce pans. Percent of Households Who Own Flashlights Fry Pans/Saute Pans/Skillets Spatulas Cooking/Serving Spoons Sauce Pans Coffee Mugs Cookbooks Cookware Sets Plastic Plates, Bowls, Cups, Trays, Pitchers Whisks Peelers/Corers Canisters Thermal Containers (mugs, carafes) Tea Kettles, Brewers and Accessories (non-electric) Wooden Trays, Bowls, Other Wooden Serving or Storage Products Spice Racks and Accessories Peppermills Waffle Iron/Sandwich Makers Vaporizers Ice Buckets Rangetop Drip Pans Coffee Presses/Non-Electric Coffee Makers Canning Accessories and Supplies Bread Boxes Mini Refrigerators Retailers: Are most of your housewares categories low household penetration categories or high household penetration categories? If most of your housewares categories are high household penetration categories, are you carrying the right mix of higher-end fully featured products to attract the aging baby boomer who is trading up when they replace? Manufacturers: Does your portfolio of products skew more to the high household penetration side of the scale or to the low household penetration side of the scale? If your product categories are low household penetration categories, are they new, emerging product categories with tremendous growth potential or 52% are they mature, niche categories with 49% limited growth potential? 48% 45% % 34% 32% 30% 18% 72% 66% 85% 81% 81% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% information visit 61% 96% % 92% 89% 88% Source: IHA Research by Riedel Marketing Group

8 8 H O U S E W A R E S M A R K E T W A T C H V O L U M E 3 N U M B E R 1 WHAT CONSUMERS TELL US WHAT THEY BOUGHT Past Year Purchase Incidence Only one of the 25 categories featured in this issue was purchased by more than one-quarter of all U.S. households in the past year. V A larger percentage of U.S. households 28% bought plastic plates, bowls, cups, trays and/or pitchers in the past year than any of the other 25 categories V While practically every U.S. household owns at least one flashlight, a fairly small percentage of U.S. households purchased a flashlight in the past year V 29% of U.S. households did not purchase any of the 25 featured categories in the past year Percent of Households Who Bought in Past Year None Plastic Plates, Bowls, Cups, Trays, Pitchers Flashlights Fry Pans/Saute Pans/Skillets Cookbooks Coffee Mugs Cookware Sets Spatulas Cooking/Serving Spoons Canning Accessories and Supplies Sauce Pans Thermal Containers (mugs, carafes) Peelers/Corers Whisks Coffee Presses/Non-Electric Coffee Makers Tea Kettles, Brewers and Accessories (non-electric) Rangetop Drip Pans Wooden Trays, Bowls, Other Wooden Serving or Storage Products Canisters Peppermills Vaporizers Waffle Iron/Sandwich Makers Mini Refrigerators Spice Racks and Accessories Ice Buckets Bread Boxes 15% 1 12% 11% 11% 10% 9% 8% 8% 7% 7% 6% 6% 6% 5% 4% 4% 4% 2% 2% 1% 18% 29% 28% Retailers: Are you carrying the housewares categories that were purchased by the most households in the past year? Are you promoting the housewares categories that were purchased by the most households in the past year? Manufacturers: Where do your product categories rank in terms of past year purchase incidence? What is driving past year purchase incidence of your product categories: Length of product replacement cycle? Level of new product activity? Being "on trend" or "off trend"? Amount of new product innovation? Increases or decreases in category ad spending? What implications does this have for your marketing and new product development strategies? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Source: IHA Research by Riedel Marketing Group For more in-depth demographic

9 H O U S E W A R E S M A R K E T W A T C H V O L U M E 3 N U M B E R 1 information visit 9 WHAT CONSUMERS TELL US PURCHASE FREQUENCY Number of Years Between Purchases of Product Category None of the 25 product categories featured are purchased very frequently. The product category with the shortest amount of time between purchases is plastic tabletop products. Households that purchased plastic plates, bowls, cups, trays and/or pitchers will make another purchase in the same category within the next three years. In contrast, households that purchased bread boxes, spice racks or ice buckets will not be back in the market for another bread box, spice rack or ice bucket for over 20 years. V Households that own plastic plates, bowls, cups, trays and/or pitchers typically buy new plastic serveware every 2.9 years V Households that own canning accessories and supplies buy new canning accessories and supplies every 3.6 years V Households that own at least one flashlight typically buy a new flashlight every 5 years Editor s Note: Purchase frequency, computed by dividing 1 by Past Year Purchase as a Percent of Household Penetration, shows how often the typical owner will be in the market for the product category either to replace or add to what they already own. Past Year Purchase as a Percent of Household Penetration Projected number of years between purchases Plastic Plates, Bowls, Cups, Trays, Pitchers Canning Accessories and Supplies Flashlights Coffee Presses/Non-Electric Coffee Makers Mini Refrigerators Rangetop Drip Pans Fry Pans/Saute Pans/Skillets Cookbooks Coffee Mugs Cookware Sets Thermal Containers (mugs, carafes) Spatulas Cooking/Serving Spoons Tea Kettles, Brewers and Accessories (non-electric) Wooden Trays, Bowls, Other Wooden Serving or Storage Products Vaporizers Peelers/Corers Sauce Pans Whisks Peppermills Waffle Iron/Sandwich Makers Canisters Ice Buckets Spice Racks and Accessories Bread Boxes 35% % % % % 6 17% 6 16% % Retailers: Are you missing sales by not promoting % the product categories that rank highest on "Past Year Purchase as a Percent of % Household Penetration"? % Are there any hot new product % categories that you should be carrying but are not? % % Manufacturers: % Do your product categories have "Past Year % Purchase as a Percent of Household Penetration" of: 1) over 50%; 2) between % 25% and 50%; or 3) less than 25%? % If your product categories have "Past Year 12 7% Purchase as a Percent of Household Penetration" of over 50%, what is driving 15 6% this high level of past year purchase 18 5% incidence? % % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: IHA Research by Riedel Marketing Group

10 For more in-depth demographic 10 H O U S E W A R E S M A R K E T W A T C H V O L U M E 3 N U M B E R 1 WHAT CONSUMERS TELL US WHAT TYPE OF HOUSEHOLD BOUGHT Past Year Purchase Incidence by Household Type V Households with children are more than 10% more likely to have purchased plastic plates, bowls, cups, trays and pitchers; flashlights; cookbooks; coffee mugs; spatulas; cooking and serving spoons; and thermal containers in the past year than total households V Households with no children are more than 10% more likely to have purchased fry pans, saute pans or skillets; cookware sets; canning accessories and supplies; sauce pans; and non-electric tea kettles, brewers and accessories V Single person households are at least 25% less likely to have purchased every one of the 25 product categories Past Year Purchase Incidence by Household Type Index vs. Total U.S. Households (2+) Households Single Person with No Children w/children Households Base: 446 Base: 381 Base:168 Plastic Plates, Bowls, Cups, Trays, Pitchers Flashlights Fry Pans/Saute Pans/Skillets Cookbooks Coffee Mugs Cookware Sets Spatulas Cooking/Serving Spoons Canning Accessories and Supplies Sauce Pans Thermal Containers (mugs, carafes) Peelers/Corers Whisks Coffee Presses/Non-Electric Coffee Makers Tea Kettles, Brewers and Accessories (non-electric) Rangetop Drip Pans Wooden Trays, Bowls, Other Wooden Serving or Storage Products* Canisters* Peppermills* Vaporizers* Waffle Iron/Sandwich Makers* Mini Refrigerators* Spice Racks and Accessories* Ice Buckets* Bread Boxes* Source: IHA Research by Riedel Marketing Group * Sample Size Too Small to Obtain Reliable Data Editor s Note: To determine which demographic group is most likely to buy in the future, it is useful to look at the percent of past year purchasers in each demographic group in relation to a larger group. The purpose of this comparison is to identify the demographic groups that have a disproportionately large percentage of past year purchasers relative to the larger group. This comparison is done through the use of an index number. The Past Year Purchase Incidence by Household Type index is derived by dividing the percent of past year purchasers of a particular product category by the percent of the total sample. For example, 51.6% of past year purchasers of flashlights live in households with kids. 38.1% of the total sample of 1000 live in households with kids. Divide 51.6 by 38.1 and you get an index number of 136. An index of 136 means that households with kids are 36% more likely to have purchased flashlights in the past year which means that households with kids are a demographic group that is more likely to buy flashlights in the future. Please go to for a description of the demographic characteristics of each household type. Retailers: Are the product categories you are carrying consistent with the consumer who shops your stores? Should a particular product category be carried by every one of your stores, regardless of demographics? Are there cross-promotional opportunities between product categories that are bought by the same type of person? Manufacturers: Who is the target consumer for your product categories? Do all of your product categories have the same target market or do they appeal to different consumer demographics? Are there cross-promotional opportunities between your various product categories?

11 H O U S E W A R E S M A R K E T W A T C H V O L U M E 3 N U M B E R 1 information visit 11 WHAT CONSUMERS TELL US WHAT WILL THEY BUY Likelihood of Planned Purchase Most of the 25 product categories featured in this issue have low purchase likelihood. The only category with a fairly high level of purchase likelihood is plastic plates, bowls, cups, V 35% of U.S. households will definitely or probably purchase plastic plates, bowls, cups, trays and/or pitchers within the next year V 21% of U.S. households are planning to purchase at least one flashlight within the next year V 16% of U.S. households will definitely or probably purchase a spatula within the next year trays and pitchers. Likelihood of Planned Purchase (% of U.S. households that definitely or probably will buy in the next year) Plastic Plates, Bowls, Cups, Trays, Pitchers Flashlights Spatulas Cooking/Serving Spoons Coffee Mugs Peelers/Corers Fry Pans/Saute Pans/Skillets Cookbooks Whisks Canning Accessories and Supplies Sauce Pans Wooden Trays, Bowls, Other Wooden Serving or Storage Products Cookware Sets Tea Kettles, Brewers and Accessories (non-electric) Thermal Containers (mugs, carafes) Peppermills Rangetop Drip Pans Spice Racks and Accessories Waffle Iron/Sandwich Makers Ice Buckets Vaporizers Coffee Presses/Non-Electric Coffee Makers Canisters Bread Boxes Mini Refrigerators 21% 16% 15% 14% 14% 12% 12% 10% 10% 10% 9% 9% 7% 7% 6% 5% 5% 4% 1% 35% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Source: IHA Research by Riedel Marketing Group

12 12 H O U S E W A R E S M A R K E T W A T C H V O L U M E 3 N U M B E R 1 RESEARCH CONTRIBUTORS POINT-OF-SALE About NPDHouseworld SM NPDHouseworld SM is the definitive online source for accessing essential market information and insights organized around business issues. Through powerful interactive features, NPDHouseworld provides the appliances and housewares industries with access to information from The NPD Group s uniquely combined point-of-sale tracking and world-class online consumer panel. It provides a personalized, in-depth view into what is selling, where, to whom and why. As the only information source that does this, NPDHouseworld makes information for some of today s most critical business decisions accessible and actionable across the enterprise. For more information, please contact Kevin Kelly at or via at kevin_kelly@npd.com. About The NPD Group, Inc. The NPD Group is an innovative global market information company that leading manufacturers, retailers, resellers, distributors and operators turn to for essential market information across a broad range of industries. As the gold standard for measuring product movement and consumer behavior in each industry tracked, NPD offers unparalleled information for better business decisions. Clients use this business-critical insight to uncover market opportunities, to strengthen channel relationships and to benchmark industry performance. Markets tracked by NPD include apparel, automotive products, consumer electronics, cosmetics and fragrances, food, foodservice, footwear, housewares, information technology, interactive entertainment, toys, music and more. The firm has offices and affiliations in 60 countries, covering North America, South America, Europe, Asia and Australia. CONSUMER About A.J. Riedel and the Riedel Marketing Group [www. 4rmg.com] A.J. Riedel, Senior Partner of Riedel Marketing Group (RMG), is a recognized marketing authority for the housewares industry. RMG provides a full-range of strategic marketing planning services exclusively to the housewares industry and publishes shared-cost, multi-client consumer market research reports. For more information, please contact A.J. Riedel at or via at aj@4rmg.com. next issue The next issue of Housewares MarketWatch examines consumer purchase patterns for the following categories: Sound Therapy Machines Aroma Therapy Calming Pools Massagers Bath Spas Hair Dryers Hot Rollers Curling Irons & Stylers Hot Wax Hand Spas Manicure Sets Lighted Make Up Mirrors Men s Shavers Women s Shavers Coffee Grinders Roaster Ovens Deep Fat Fryers Electric Skillets/Griddles Indoor Electric Grills Electric Rotisseries Bread Machines Toasters Slow Cookers Toaster Ovens Portable Air Cleaners Water Filtration Systems METHODOLOGY To obtain retail sales data, NPDHouseworld draws sales and inventory data from a broad and diverse panel of retailers, collecting actual results from each store in each participating chain. NPDHouseworld s retail panels for small electric appliances and housewares comprise over 6,500 department store, mass merchandising and home specialty outlets, including such industry leaders as Kmart, Target, Federated Department Stores and Linens N Things. A sophisticated projection system is used to account for missing pieces of the market. The foregoing information is limited in that the volumes represent extrapolated retail dollar sales for specific channels of distribution, derived from a panel of retailers. NPDHouseworld and the International Housewares Association provide the foregoing information AS IS and make no representation or warranties of any kind concerning its accuracy, completeness, suitability for any purpose or otherwise. All information is subject to change without notice. Market size data published in Housewares MarketWatch should not be interpreted as representing the total market. To obtain consumer purchase dynamics, a national sample of 1,000 U.S. households were interviewed by telephone during the month of February. In each household, the person who typically is responsible for making decisions about purchasing small household appliances and products was interviewed. Household selection was accomplished via a computer-generated random digit dial telephone sample, which selected households on the basis of telephone prefix. All interviews were conducted at the central location telephone facility of rose research by means of Computer Assisted Telephone Interviewing (CATI). The CATI system is a computer-controlled interview that uses a tightly integrated branching pattern to control cuing and display of contingent questions. Housewares MarketWatch Deborah A. Teschke, Senior Editor A.J. Riedel, Editor Published by: International Housewares Association 6400 Shafer Court, Ste 650, Rosemont, IL Tel: Fax: For more information, contact Debbie Teschke at ; dteschke@housewares.org INTERNATIONAL HOUSEWARES ASSOCIATION