Quarters 2 & 3, 2011 Small Appliances and The Web: A Budding Relationship By Perry James, The NPD Group, Inc. echnology and the Internet are over- whelming forces in our lives, and Tthey 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 2011 were purchased through online channels. More than half of small appliance con- sumers did some kind of pre-purchase prod- 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 uct research. The Internet’s role in small adopted this purchasing vehicle more for following pages is offered as a snapshot appliance sales starts well before the pur- some categories than others. Looking at of a category’s performance, both from chase, when consumers are looking for the impact of the Internet by sub-industry, the retailer (POS) and consumer information to help them decide which 41 percent of all small appliance website perspectives. The POS data covers the product is right for them. Fourteen percent sales are home environment appliances. retail channels of mass/national chains, of items sold in the 12 months ending Website sales represent nearly 10 percent of department stores, specialty stores and September 2011, and 26 percent of dollar small kitchen electrics unit sales, 8 percent drug stores (personal care and home sales, were researched online first. of home environment and 7 percent of per- environment only). Each issue of sonal care appliance sales. Housewares MarketWatch will feature Overall, websites are the most popular several categories from the Small resource, followed by store visits and friend At the category level, more than 20 per- Appliances and Housewares divisions. or family recommendation. Across all small cent of stand mixers, breadmakers and vacu- um sealers sold between October 2010 and Complete data on a category can be appliance categories, retailer websites are the purchased by visiting NPD’s website at most popular online resource for pre-pur- September 2011 were purchased online, but www.npd.com.See the Data and chase research, with product review websites robotic vacuums take the top spot with 40 Methodology section on page 8 for an a close second. Social networks and blogs percent of unit sales coming from website explanation of how the data is compiled. are utilized for small appliance pre-purchase sales. The most popular online resources research, but only for 1 percent of sales in for robotic vacuum pre-purchase research the 12 months ending September 2011. were product review websites, representing 15 percent of sales. Although online is important for most small appliance categories, consumers have continued on page 14 Small Appliances: KITCHEN ELECTRICS MARKET SIZE QUARTER TWO • 2011 DEMOGRAPHIC ANALYSIS UNIT VOLUME IN THOUSANDS Unit Volume Share 6 months ending — June 2011 TOTAL MARKET STAND MIXERS • AGE OF BUYER Percentage purchased by age of buyer versus census 25,386 STAND MIXERS CENSUS (PERCENT OF POPULATION) COOKING & SPECIALTY 20.2% FOOD PREP/ ELECTRICS BEVERAGE 17.8% 17.5% 17.0% 16.3% 13,312 16.1% 12,074 14.7% 14.0% 13.6% 13.2% 11.6% 11.6% 8.9% Source: Consumer Tracking Service 7.4% WAFFLE IRONS 13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65 years + ■ 28% of waffle irons sold in years years years years years years Q2’11 were traditional style, Source: Consumer Tracking Service rather than Belgian. Source: Retail Tracking Service ESPRESSO MAKERS • REGION Percentage purchased in region versus census ESPRESSO MAKERS 24.5% ESPRESSO CENSUS (PERCENT OF POPULATION) MAKERS 19.3% 18.6% ■ Nearly 19% of espresso 15.9% makers sold in Q2’11 15.7% 15.5% were POD Machines. 13.6% Source: Retail Tracking Service 11.9% 11.4% 9.3% 9.1% 7.1% 6.7% 6.5% ELECTRIC 5.9% SKILLETS 4.8% 3.2% ■ The top 3 reasons consumers purchased 1.0% a specific brand of electric skillet were the price, it was a brand they trust and it New Middle East North West North South East South West South Mountain Pacific was recommended by friends/family. England Atlantic Central Central Atlantic Central Central Source: Consumer Tracking Service Source: Consumer Tracking Service Source: The NPD Group 2 Small Appliances: KITCHEN ELECTRICS MARKET SIZE QUARTER THREE • 2011 DEMOGRAPHIC ANALYSIS UNIT VOLUME IN THOUSANDS Unit Volume Share 6 months ending — September 2011 TOTAL MARKET ELECTRIC CAN OPENERS • INCOME 27,326 Percentage purchased by income versus census 21.9% ELECTRIC CAN OPENERS COOKING FOOD PREP/ ELECTRICS CENSUS (PERCENT OF POPULATION) BEVERAGE 18.1% 14,138 13,188 15.4% 15.1% 14.8% 14.3% 14.1% 13.2% 13.0% 11.1% 10.2% 9.7% 9.4% 8.9% Source: Consumer Tracking Service 7.6% 3.1% COFFEE GRINDERS Under $15,000 – $30,000 – $45,000 – $60,000 – $75,000 – $100,000 – $150,000 + $15,000 29,999 44,999 59,999 74,999 99,999 149,999 ■ 16% of coffee grinders sold in Source: Consumer Tracking Service Q3’11 were burr grinders. TEA MAKERS • BUYER GENDER Source: Retail Tracking Service Percentage purchased by buyer gender versus census TEA MAKERS CENSUS (PERCENT OF POPULATION) FOOD PROCESSORS 56.3% 50.9% 49.1% ■ 40% of food processors sold 43.7% in Q3’11 were blender/ mixer/chopper systems. Source: Retail Tracking Service ICE CREAM/ YOGURT MAKERS ■ The top 3 reasons consumers purchased a specific brand of ice cream/yogurt maker were the price, it was a brand they trust and it was recommended by friends/family. Male Female Source: Consumer Tracking Service Source: Consumer Tracking Service 3 Source: The NPD Group Small Appliances: PERSONAL CARE MARKET SIZE QUARTER TWO • 2011 DEMOGRAPHIC ANALYSIS UNIT VOLUME IN THOUSANDS Unit Volume Share 6 months ending — June 2011 CURLING IRONS/BRUSHES • AGE OF BUYER TOTAL Percentage purchased by age of buyer versus census MARKET CURLING IRONS/BRUSHES 61,323 CENSUS (PERCENT OF POPULATION) ORAL CARE, HOME HAIR CARE/ HEALTH, & OTHER 17.9% 17.8% GROOMING PERSONAL CARE 17.5% 16.6% 16.3% 31,139 15.8% 30,184 14.7% 13.5% 13.2% 12.9% 12.9% 11.6% 10.4% Source: Consumer Tracking Service 8.9% MEN’S ELECTRIC SHAVERS ■ 13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65 years + 25% of men’s electric shavers years years years years years years sold in Q2’11 were wet & dry. Source: Consumer Tracking Service Source: Retail Tracking Service WOMEN’S ELECTRIC SHAVERS • HOUSEHOLD SIZE Percentage purchased by household size versus census WOMEN’S ELECTRIC SHAVERS GARMENT CENSUS (PERCENT OF POPULATION) CARE 26.4% 25.7% ■ Handheld garment steamers 21.9% 21.9% 22.1% 21.5% accounted for 4% of garment 19.5% 19.5% care items sold in Q2’11. Source: Consumer Tracking Service 10.9% 10.5% ORAL CARE REPLACEMENT PARTS ■ The top 3 reasons consumers purchased a specific brand of oral care replacement parts were that it was a brand they currently own, a Single Two Three Four Five or brand they trust and price. Member Members Members Members More Members Source: Consumer Tracking Service Source: Consumer Tracking Service Source: The NPD Group 4 Small Appliances: PERSONAL CARE MARKET SIZE QUARTER THREE • 2011 DEMOGRAPHIC ANALYSIS UNIT VOLUME IN THOUSANDS Unit Volume Share 6 months ending — September 2011 TOTAL MARKET HAIRDRYERS • AGE OF BUYER 57,231 Percentage purchased by age of buyer versus census HAIRDRYERS CENSUS (PERCENT OF POPULATION) ORAL CARE, HOME HAIR CARE/ HEALTH, & OTHER GROOMING PERSONAL CARE 19.3% 19.5% 18.4% 17.8% 28,488 28,743 17.5% 16.3% 14.7% 13.2% 13.0% 12.2% 11.6% Source: Consumer Tracking Service 8.9% 8.9% 8.7% HOME HAIR CLIPPERS ■ More than half of home hair clippers sold in Q3’11 had 13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65 years + 20 or more pieces. years years years years years years Source: Retail Tracking Service Source: Consumer Tracking Service SEWING MACHINES • INCOME Percentage purchased by income versus census SHOWERHEADS 26.5% SEWING MACHINES CENSUS (PERCENT OF POPULATION) ■ More than 60% of showerheads sold in Q3’11 were handheld. 18.1% 15.1% Source: Retail Tracking Service 14.3% 14.1% 13.2% 13.0% 12.3% 12.0% 11.1% 11.1% 9.7% 9.4% 7.9% BLOOD PRESSURE 6.5% MONITORS 5.6% ■ The top 3 reason consumers purchased a specific brand of blood pressure monitor were the price, Under $15,000 – $30,000 – $45,000 – $60,000 – $75,000 – $100,000 – $150,000 + features and it was easy to use $15,000 29,999 44,999 59,999 74,999 99,999 149,999 Source: Consumer Tracking Service Source: Consumer Tracking Service 5 Source: The NPD Group Small Appliances: HOME ENVIRONMENT(EXCLUDING VACS) MARKET SIZE QUARTER TWO • 2011 DEMOGRAPHIC ANALYSIS UNIT VOLUME IN THOUSANDS Unit Volume Share 6 months ending — June 2011 TOTAL MARKET WATER FILTRATION DEVICES • INCOME 28,212 Percentage purchased by income versus census WATER FILTRATION DEVICES 18.8% CENSUS (PERCENT OF POPULATION) 18.7% 15.3% 15.1% 14.3% 14.1% 13.2% 13.0% 12.6% 11.1% 11.0% 10.3% 9.7% 9.4% 7.7% Source: Consumer Tracking Service 5.5% Under $15,000 – $30,000 – $45,000 – $60,000 – $75,000 – $100,000 – $150,000 + $15,000 29,999 44,999 59,999 74,999 99,999 149,999 FANS Source: Consumer Tracking Service WATER FILTRATION DEVICES • REGION Percentage purchased in region versus census WATER FILTRATION 20.0% ■ 25% of fans sold in Q2’11 19.3% DEVICES were personal/clip fans.