美國家庭用收納用品市場：盒子、架子、櫃子、抽屜、吊掛式收納設備及配件

Abstract

The market for home organization products in the United States has grown at a rapid pace over the last five years, exceeding the growth rate of most other housewares categories. Driving this growth has been American consumers' penchant for purchasing a great deal of �gstuff,�h which has led to clutter-filled houses. And consumer clutter has led to the need for organization and storage in nearly every room of homes, including the garage (garage organization products are not covered in this report.)

While demand has been robust, the greatest impact on the market has been higher costs for raw materials, which have influenced the market structure as well as marketer strategies. The cost of plastic in particular has soared, forcing some companies to cease operations or exit product categories, and others to introduce non-plastic items such as soft-sided totes and containers.

The Home Organization Market in the U.S.: Containers, Shelving, Cabinets, Drawers, Hanging Storage and Accessories contains comprehensive data on the U.S. market for home organization products, including historical (2003-2007) and forecast (2007-2012) retail sales data. It examines the trends impacting the market, including the growth of niche items for specialty storage needs, the influence of design and color, and the rise of the kitchen and laundry room as the areas most needed to be organized after closets and garages.

The report also analyzes consumers' desire and need to organize their homes, and examines reasons why this need will continue despite housing and economic troubles. The report looks at the dynamics specific to mass and specialty retailing - which is growing - who is performing best, what is selling through each channel. The report also provides profiles of leading players in each channel including Newell Rubbermaid, Sterilite, Iris USA, California Closets, Closetmaid, Home Products International, Emerson Electric, and Elfa, which is owned by the Container Store. New and interesting marketers are also discussed, including Rev-A-Shelf, ITW Space Bag, Whitmor, Sauder Woodworking, Starone Plastic and Muji.

Report Methodology

The information contained in this report was obtained from both primary and secondary research. Primary research entailed consultation with industry participants and on-site examination of retail venues. Secondary research entailed gathering data from myriad business sources, including trade publications and newsletters; articles in consumer business newspapers and magazines; government data; information from industry and non-governmental associations, annual reports, 10Ks, and other financial releases from public companies; and other reports by Packaged Facts. Information on new product introductions is derived primarily from reports in the trade press and online. Analysis of consumer attitudes and demographics primarily derives from secondary research and the Simmons Market Research Bureau.

How You Will Benefit from this Report

If you are in the home organization market or looking to enter, or if you' re a supplier, retailer, or analyst this report is invaluable as it provides a comprehensive package of information and insight about market, product, consumer, and retail trends. You will gain a thorough understanding of the current market for home organization products, as well as projected markets and trends through 2012.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans.
• Research and development professionals stay on top of competitor initiatives and explore demand for home organization products.
• Advertising agencies to develop messages and images that compel consumers to purchase home organization products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Table of Contents

Chapter 1: Executive Summary

• Scope of the Report
• Methodology
• Market Definition
• Market Size and Growth
• Historical sales trends
  • Table 1-1: U.S. Sales of Home Organization Products, 2003-2007
• Market composition by product category
  • Figure 1-1: U.S. Retail Sales of Home Organization Products by Product Category, 2007
• Factors Affecting Market Growth
  • Closets a Growth Driver
  • Design & Targeting Niches Help Drive Growth
  • The Multi-tasking Home
  • Crafting Drives Sales
  • Consumers Need Help Organizing
  • Increasing number of households
  • Figure 1-2: Number of U.S. Households, 2000-2007
  • The Housing Boom
  • Larger homes require more products to organization
  • Table 1-2: Median square feet of floor area, new one family houses 1985-2007
  • Table 1-3: Rooms in New One-Family Homes
  • Investing in the Home
  • Big Spenders
  • Self Storage Booms Because of Clutter
  • Lower Prices Encouraged Big Spending
  • Bulk Buying Takes Up Space
  • Raw Material Prices Impact Manufacturers
• Projected Market Growth
  • Figure 1-3: Projected U.S. Sales of Home Organization Products, 2007-2012
• The Marketers
• Fragmented Market
  • Table 1-5: Leading Marketers, U.S. Home Organization Products 2007
• Private Label & Store Brands Are Factors
• Mergers, Acquisitions, Divestitures
• Marketing and New Product Trends
• Marketing practices and trends
• Advertising and promotion practices and trends
  • Rubbermaid Focusing on Consumer
  • California Closets Introduces New Campaign
  • Slide-Lok Does Seasonal Promotions
  • Professional Promotion
  • Retailer circulars offer deals
  • Sweepstakes Entice Consumers
  • Back to School Good for Business
• Product Trends
  • The Emotional Side of Organization
  • Private Label Store Brands
  • Targeting Niches Spurring Growth
  • Modularity for Changing Lifestyles
  • Separate Lines to Keep Kids Organized
  • Green and Eco-Friendly Trend Emerging
  • From Industrial to Home Decor
  • Tie-Ins and Licensing Deals
  • Made in the USA
• Distribution and Sales
• Distribution Channels
• Market composition by retail channel
  • Figure 1-4: U.S. Retail Sales of Home Organization Products by Retail Channel, 2007
  • Table 1-6: U.S. Sales of Home Organization Products, 2007
  • Discount Stores
  • Specialty Stores
  • Home Centers and Hardware Stores
  • Other Outlets
• The Consumer
• Consumers Want Quality, Performance and Closets
  • Consumers Value Quality and Performance Most
  • Table 1-7: Most Important Factor When Purchasing Storage Products, 2008
  • Closet Storage Most In Demand
  • Table 1-8: Home Area Where Consumers Will Most Likely Use New Storage Containers, 2008
• Consumers Likely To Buy Organization Products Despite Economy
• Manufacturers Increasing Consumer Research Efforts
• Listening to Women
  • Enormous Purchasing Power
  • She Wants to Eliminate Clutter
  • Builders Take �gWomen-Centric�h Approach
  • Do-It-Herself
• Consumers Say They Want Green Products
  • Consumers Want But Don' t Often Buy Green
• Organization Calms Consumers
• Consumer Attitudes About Neatness
  • Agree a lot: I can' t bear untidiness
• Empty Nest Cluttered Nest
  • Boomerangers Crowd the Nest
  • Sandwich Generation Has a Fuller House

Chapter 2: Market Size and Growth

• Scope of the Report
• Methodology
• Market Definition
• Historical sales trends
  • Table 2-1: U.S. Sales of Home Organization Products, 2003-2007
  • Home Organization Products About 7% of Housewares
  • Table 2-2: U.S. Retail Sales of Housewares, 2007
  • U.S. is Global Home Organization Products Leader
• Market composition by product category
  • Figure 2-1: U.S. Retail Sales of Home Organization Products by Product Category, 2007
  • Containers
  • Shelving
  • Cabinets/Drawers/Modular Units
  • Hanging Storage
  • Accessories/other
• Factors Affecting Market Growth
  • Closets a Growth Driver
  • Design & Targeting Niches Help Drive Growth
  • The Multi-tasking Home
  • Crafting Drives Sales
  • Table 2-3: Michaels Stores Sales, 2003-2007
  • Consumers Need Help Organizing
  • Increasing number of households
  • Figure 2-2: Number of U.S. Households, 2000-2007
  • The Housing Boom
  • Table 2-4: Percent of Home Ownership, 1990-2008
  • Table 2-5: Annual Existing Home Sales, 2002-2008
  • Table 2-6: Annual New Home Sales/Median Annual Sales Price, 1995-2008
  • Table 2-7: Annual Housing Starts - Single Family Homes, 2000-2008
  • Larger homes require more products to organization
  • Table 2-8: Median square feet of floor area, new one family houses, 1985-2007
  • Table 2-9: Rooms in New One-Family Homes, 2000 & 2007
  • Investing in the Home
  • Table 2-10: U.S. Average Annual Consumer Expenditures, 2006
  • Table 2-11: Annual Home Remodeling Expenditures, 1995-2008 ($ millions)
  • Table 2-12: Home Improvement Products Sales, 2000 & 2007 ($ billions)
  • Big Spenders
  • Table 2-13: Personal Income and Its Disposition, 2000-2008 ($ billions)
  • Figure 2-3: U.S. Quarterly Personal Consumption Expenditures and Gross Domestic Product, 2005-2008 ($ billion)
  • Self Storage Booms Because of Clutter
  • Lower Prices Encouraged Big Spending
  • Figure 2-4: Consumer Price Index (CPI) Department Store Durable Goods, Dec. 1998- Sept. 2008
  • Bulk Buying Takes Up Space
  • Table 2-14: Costco Fiscal Year Sales and Membership, 2002-2007
  • Raw Material Prices Impact Manufacturers
  • Figure 2-5: Producer Price Index (PPI) of Crude Petroleum, 2005-2008
  • Figure 2-6: Producer Price Index (PPI) of Plastics Material & Resins Manufacturing, 2004-2008
  • Figure 2-7: Producer Price Index (PPI) of Metals and Metal Products, 2005-2008
• Projected Market Growth
  • Figure 2-8: Projected U.S. Sales of Home Organization Products, 2007-2012
  • Figure 2-9: Number of U.S. Households, 2007-2010

Chapter 3: The Marketers

• Fragmented Market
  • Table 3-1: Leading Marketers, U.S. Home Organization Products, 2007
• Private Label & Store Brands Are Factors
• Mergers, Acquisitions, Divestitures
• Competitive Profiles - Key Players
• Emerson Electric Co.
  • Company Profile
  • Performance
  • Table 3-2: Emerson Electric Sales, 2005-2007 ($ billions)
  • Table 3-3: Emerson Electric Sales Composition, 2007
  • Product portfolio
  • Table 3-4: Emerson Electric Home Organization Products
  • Manufactures many of the same products as ClosetMaid
  • Strategy and Positioning
  • Distribution
  • Advertising and Promotion
  • Future Outlook
• Sterilite
  • Company Profile
  • Performance
  • Product portfolio
  • Table 3-5: Sterilite Home Organization Products
  • Strategy and Positioning
  • Distribution
  • Future Outlook
• Newell Rubbermaid Inc.
  • Company Profile
  • Performance
  • Table 3-6: Newell Rubbermaid' s Sales 2003-2007
  • Table 3-7: Newell Rubbermaid Sales Composition, 2007
  • Product portfolio
  • Table 3-8: Rubbermaid Home Organization Products
  • Strategy and Positioning
  • Distribution
  • Advertising and Promotion
  • Future Outlook
• Home Products International
  • Company Profile
  • Performance
  • Product portfolio
  • Table 3-9: Home Products International Home Organization Products
  • Strategy and Positioning
  • Distribution
  • Advertising and Promotion
  • Future Outlook
• California Closets
  • Company Profile
  • Performance
  • Product portfolio
  • Table 3-10: California Closets Home Organization Products
  • Strategy and Positioning
  • Distribution
  • Advertising and Promotion
  • Future Outlook
• Elfa
  • Company Profile
  • Performance
  • Product portfolio
  • Table 3-11: Elfa Home Organization Products
  • Strategy and Positioning
  • Distribution
  • Advertising and Promotion
  • Future Outlook
• Iris USA
  • Company Profile
  • Performance
  • Product portfolio
  • Table 3-12: Iris USA Home Organization Products
  • Strategy and Positioning
  • Distribution
  • Future Outlook
• Gracious Living Industries
  • Company Profile
  • Product portfolio
  • Table 3-13: Gracious Living Home Organization Products
  • Distribution
• ITW Space Bag
  • Company Profile
• Space Bag
  • Product portfolio
  • Table 3-14: ITW Space Bag Home Organization Products
  • Distribution
  • Promotion
• Schulte Corporation
  • Company Profile
  • Products
  • Table 3-15: Schulte Products
  • Distribution
  • Promotion
• Rev-A-Shelf LLC
  • Company Profile
  • Products
  • Table 3-16: Rev-A-Shelf Products
  • Distribution
• Myers Industries, Inc.
  • Company Profile
  • Table 3-17: Myers Industries Sales By Business Segment, 2007
  • Products
  • Table 3-18: Myers Industries Products
• Whitmor
  • Company Profile
  • Products portfolio
  • Table 3-19: Whitmor Home Organization Products
• Closet Complete
  • Company Profile
  • Table 3-20: Closet Complete Home Organization Products
• John Louis Home
  • Company Profile
  • Products portfolio
  • Table 3-21: John Louis Home Organization Products
• Sauder Woodworking
  • Company Profile
  • Products
  • Table 3-22: Sauder Woodworking Home Organization Products
  • Starone Plastic Corporation
  • Company Profile
  • Table 3-23: Starone Home Organization Products
  • Various styles and sizes of decorative bins and boxes

Chapter 4: Marketing and New Product Trends

• Marketing practices and trends
• Advertising and promotion practices and trends
  • Rubbermaid Focusing on Consumer
  • California Closets Introduces New Campaign
  • Slide-Lok Does Seasonal Promotions
  • Professional Promotion
  • Retailer circulars offer deals
  • Table 4-1: Feature Retail Circular Deals for Selected Home Organization Products
  • Sweepstakes Entice Consumers
  • Back to School Good for Business
  • The Emotional Side of Organization
• Product Trends
  • Private Label Store Brands
  • Targeting Niches Spurring Growth
  • Modularity for Changing Lifestyles
  • Separate Lines to Keep Kids Organized
  • Green and Eco-Friendly Trend Emerging
  • From Industrial to Home Decor
  • Tie-Ins and Licensing Deals
  • Made in the USA
  • Table 4-2: Selected Home Organization Product Introductions

Chapter 5: Distribution and Sales

• Distribution Channels
• Market composition by retail channel
• Figure 5-1: U.S. Retail Sales of Home Organization Products by Retail Channel, 2007
• Table 5-1: U.S. Sales of Home Organization Products, 2007
  • Discount Stores
  • Specialty Stores
  • Home Centers and Hardware Stores
  • Other Outlets
• Key and Interesting Retailers
  • The Container Store
  • Ikea
  • Target
  • Table 5-2: Target Sales Composition, 2007
  • Bed Bath & Beyond
  • Muji
  • Organize-It
  • Organize.com Inc.
  • Stacks and Stacks

Chapter 6: The Consumer

• Consumers Want Quality, Performance and Closets
  • Consumers Value Quality and Performance Most
  • Table 6-1: Most Important Factor When Purchasing Storage Products, 2008
  • Closet Storage Most In Demand
  • Table 6-2: Home Area Where Consumers Will Most Likely Use New Storage Container, 2008
• Consumers Likely To Buy Organization Products Despite Economy
• Manufacturers Increasing Consumer Research Efforts
  • Rubbermaid' s �gConsumer-Meaningful Brands�h
  • Whitney Design Focusing on Consumer Needs
  • Snapware Listens to Consumers and Retailers
• Listening to Women
  • Enormous Purchasing Power
  • She Wants to Eliminate Clutter
  • Builders Take �gWomen-Centric�h Approach
  • Do-It-Herself
• Consumers Say They Want Green Products
  • Consumers Want But Don' t Often Buy Green
• Organization Calms Consumers
  • �gStorage Crisis�h
  • California Closets' �gSpace To Be�h
  • In Control
• Consumer Attitudes About Neatness
  • Agree a lot: I can' t bear untidiness
  • Agree a lot: I look for new ideas to improve home
  • Table 6-3: Consumer Attitudes on Neatness and Desire to Improve Home, 2008
• Empty Nest Cluttered Nest
  • Empty Nesters Look to Downsize
  • Boomerangers Crowd the Nest
  • Sandwich Generation Has a Fuller House

Appendix: Addresses to Selected Marketers