Home Organization in the U.S.: General Purpose, Closets, Garages, and Storage Sheds, 2nd Edition

Date: November 1, 2011
Pages: 232
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Report type: Strategic Report
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Home Organization in the U.S.: General Purpose, Closets, Garages, and Storage Sheds, 2nd Edition
This report merges two previous reports, The Home Organization Market in the U.S. and Garage and Shed Storage Trends in the U.S., to provide a comprehensive analysis of storage and organization products purchased by consumers for home use. It examines how this previously high growth $7.4 billion market has slowed down due to the housing collapse and enduring financial problems, but has performed relatively well due to several factors. Americans still have a lot of “stuff” that needs organizing, they are remodeling in greater numbers as they stay in their homes, many are downsizing, and younger people are forming new households. We analyze how these and other factors are impacting sales of various product segments and categories. The study also details prospects for future growth and strategies marketers will need to stand out against increased competition.

The report contains data on the U.S. market for all home organization products including historical (2006-2010) and forecast (2010-2015) sales data. It breaks down sales by key product segments such as general purpose home organization, closets, garage, and storage sheds. It also analyzes sales by product category. In addition to sales updates, the report updates factors and trends impacting growth, the impact of dynamic raw material prices, market and products trends, distribution and retail trends, and consumer usage information. The report also updates profiles of key marketers including Rubbermaid, Sterilite, Iris USA, California Closets, Emerson Electric (Closet Maid,) Elfa International (owned by the Container Store), Home Products International, Whirlpool, Schulte, GarageTek, Arrow Group Industries, and Tuff Shed.

New in the report, besides consolidation of product segment sales, are new product trends, key products launched from 2009 to 2011, new marketing initiatives and trends, and consumer lifestyle trends. Also included are profiles of new marketers and ones not covered in the previous reports, such as Martha Stewart Living, Masco Retail Cabinet Group, Albern Enterprises (Bin Warehouse), Honey-Can-Do International, Way Basics, Neatfreak Group, and Shelf Genie.
CHAPTER 1: EXECUTIVE SUMMARY

Scope of the Report
Methodology
Market Definition

THE MARKET

Historical Sales Trends
  Table 1-1: U.S. Sales of Home Organization Products, 2006-2010
  Figure 1-1: U.S. Sales of Home Organization Products By Segment, 2006-2010
  Figure 1-2: U.S. Sales of Home Organization Products Segment Share, 2006-2010
Market Composition by Product Category
  Figure 1-3: U.S. Sales of Home Organization Products by Product Type, 2007, 2010
Factors Affecting Market Growth
Housing and Households
  Household Formation Slows Down
  Figure 1-4: Number of U.S. Households, 2000-2010
  The Housing Boom and Bust
  Table 1-2: Percent of Home Ownership, 1990-2010
  Table 1-3: Annual New Home Sales/Median Annual Sales Price 2000-2011
  Homes Trending Smaller
  Table 1-4: Median Square Feet of Floor Area, New One-Family Houses, 1995-2010
  Table 1-5: Rooms in New One-Family Homes, 2000-2010 (percent)
  Americans Love Garages
Spending
  Consumers Spend More On Housing, Less On Home Furnishings
  Remodeling Declines
  Table 1-6: Annual Home Remodeling Expenditures, 2000-2011 ($ billions)
  Savings Rates Increase As Consumers Reduce Spending
Pricing
  Lower Prices Encouraged Big Spending
  Raw Material Prices Impact Manufacturers
Consumer Demographics Influence Storage Products
Market Factors
  Garage Products Overtake Closets as Growth Driver
  Segmenting the Market To Find Growth
  Partnerships and Licensing Help Drive Growth
  Acquisitions Drive Growth For Some Companies
  A New Frugality
  Staying at Home
  Continued Bulk Buying Requires Storage
  Hobbies Continue To Drive Storage Sales

PROJECTED MARKET GROWTH

Figure 1-5: Projected U.S. Sales of Home Organization Products, 2010-2015

MARKETERS

Leading Marketers
  Overall Market Fragmented
  Table 1-7: Leading Marketers, U.S. Home Organization Products, 2010
  Shed Market Concentrated
Private Label & Store Brands Are Factors
Mergers, Acquisitions, Divestitures
Companies Rebrand to Increase Consumer Relevance
New Entrants Despite Economy

MARKETING AND NEW PRODUCT TRENDS

Marketing Practices and Trends
  Consumer-centricity On the Rise
  Social Media
  Professional and Trade Promotion
  Product Placement on TV Shows Builds Awareness
  Showcase Homes Showcase Products
  Leveraging Spokespeople for Credibility
  Back-to-School Promoted Heavily
  Sweepstakes Popular With Consumers
  Deals Offered to Spark Sales
Product Trends
  Partnerships and Licensing Deals Help Drive Consumer Acceptance
  Private Label Store Brands More Important for Retailers
  Specialty Storage Targets Niches
  Easier is Best
  Modularity Continues to be Popular
  Kids Storage Growing in Importance
  Marketers Try to Be Eco-Friendly
  Value and Affordability Even More Critical
  Features Add Value

DISTRIBUTION AND SALES

Distribution Channels
Market Composition of DIY Products by Retail Channel
  Figure 1-6: U.S. Sales of DIY Home Organization Products by Retail Channel, 2010
  Discount Stores
  Home Centers and Hardware Stores
  Specialty Stores
  Other Outlets
  Internet Evolves for Retailers and Manufacturers
  Several Manufacturers Control Their Distribution
Installed Versus DIY Trends
  Installed Segment Struggles Through Hard Times
  DIY Segment Has Advantage of Price, Convenience
  Broadening Distribution to Increase Sales
  Exclusivity Still Important to Retailers and Manufacturers
  Homebuilders a Tough Sell
  Gaining Advantage with Dealers
  Manufacturing and Warehousing in US an Advantage

THE CONSUMER

Consumers Looking More at Price; Want Products for Closets and Garages
  Price becomes Far More Important to Consumers
  Table 1-8: Most Important Factor When Purchasing Storage Products, 2008, 2010
  Closet Storage Still Most In Demand, But Garage Products Increase Most
  Table 1-9: Home Area Where Consumers Will Most Likely Use New Storage Container; 2008, 2010 (percent)
Consumer Demands Driving Strategy
  Consumers Want Products for Specific Life Stages
  Consumers Like Products That Fit Lifestyles
  Outdoor Living Trend Means More Storage
  Consumers Need Help Organizing
Women Continue To Drive Sales
Green Products Too Expensive and Confusing For Consumers
  Won’t Pay More, Looks For Efficiency
  Green Too Confusing
Decluttering Equals DeStress
Consumer Demographics

CHAPTER 2: THE MARKET

Scope of the Report
Methodology
Market Definition
Historical Sales Trends
  Table 2-1: U.S. Sales of Home Organization Products, 2006-2010
  Figure 2-1: U.S. Sales of Home Organization Products, 2006-2010
  Figure 2-2: U.S. Sales of Home Organization Products By Segment, 2006-2010
  Figure 2-3 :U.S. Sales of Home Organization Products Segment Share; 2006, 2010
  Home Organization Products About 8% of Housewares
  Table 2-2: U.S. Retail Sales of Housewares, 2007, 2010
Market Composition by Product Category
  Figure 2-4: U.S. Sales of Home Organization Products by Product Type; 2007, 2010
  Containers
  Shelving
  Cabinets/Drawers/Modular Units
  Hanging Storage
  Accessories/other
  Regional Differences
  Figure 2-5: New One Family Houses Sold, Percent with Basements, 2007 -2010
Factors Affecting Market Growth
Housing and Households
  Household Formation Slows Down
  Figure 2-6: Number of U.S. Households, 2000-2010
  The Housing Boom and Bust
  Table 2-3: Percent of Home Ownership, 1990-2010
  Table 2-4: Annual Existing Home Sales, 2002-2011
  Table 2-5: Annual New Home Sales/Median Annual Sales Price 2000-2011
  Table 2-6: Annual Housing Starts - Single Family Homes, 2001-2011
  Table 2-7: Quarterly House Price Appreciation, 2005-2011 (percent)
  Figure 2-7: First-Time Home Buyer Index in U.S., 2005-2011 (index)
  Homes Trending Smaller
  Table 2-8: Median Square Feet of Floor Area, New One-Family Houses, 1995-2010
  Table 2-9: Rooms in New One-Family Homes, 2000 - 2010 (percent)
  Americans Love Garages
  Table 2-10: Type of Parking Facility of New One-Family Houses Completed 1995-2010 (percent)
Spending
  Figure 2-8: Consumer Credit in U.S., 2003-2011 (in billions of dollars)
  Figure 2-9: Home Mortgage Borrowing in U.S., 2001-2011 (in billions of dollars)
  Unemployment Affects Spending
  Figure 2-10: U.S. Unemployment Rate, 2001-2011 (%)
  Consumers Spend More On Housing, Less On Home Furnishings
  Table 2-11: U.S. Average Annual Consumer Expenditures, 2005 -2010
  Remodeling Declines
  Table 2-12: Annual Home Remodeling Expenditures, 2000-2011 ($ billions)
  Table 2-13: Remodeling Market Index 2001-2011 (2nd Quarter)
  Table 2-14: Annual Retail Sales - Building Materials, Garden Equipment & Supply Dealers, 2001-2011 ($ billions)
  Savings Rates Increase As Consumers Reduce Spending
  Table 2-15: Personal Income and Its Disposition - 2003-2011 ($ billions)
Pricing
  Lower Prices Encouraged Big Spending
  Figure 2-11: Consumer Price Index (CPI) Department Store Goods, 2001-2011
  Raw Material Prices Impact Manufacturers
  Figure 2-12: Producer Price Index (PPI) of Crude Petroleum, 2001-2011
  Figure 2-13: Producer Price Index (PPI) of Plastics Material & Resins Manufacturing, 2001-2011
  Figure 2-14: Producer Price Index (PPI) of Metals and Metal Products, 2001-2011
  Figure 2-15: Producer Price Index (PPI) of Lumber and Wood Products, 2001-2011
Consumer Demographics Influence Storage Products
  Gen X Drive Kids Storage
  Millennials Budget Conscious
  Baby Boomers Needs Changing
  Seniors Driving Specialty Storage Products
  An Expanding Nest
Market Factors
  Garage Products Overtake Closets as Growth Driver
  Segmenting The Market To Find Growth
  Partnerships and Licensing Help Drive Growth
  Acquisitions Drive Growth For Some Companies
  A New Frugality
  Staying at Home
  Continued Bulk Buying Requires Storage
  Table 2-16 Costco Fiscal Year Sales and Membership, 2002-2010
  Decline In Self Storage Creates Opportunities For Home Storage
  Hobbies Continue To Drive Storage Sales
  Table 2-17: Craft Store Sales, 2004-2010

PROJECTED MARKET GROWTH

Figure 2-16: Projected U.S. Sales of Home Organization Products, 2010-2015

CHAPTER 3: MARKETERS

Leading Marketers
  Overall Market Fragmented
  Table 3-1: Leading Marketers, U.S. Home Organization Products, 2010
  Shed Market Concentrated
Private Label & Store Brands Are Factors
Mergers, Acquisitions, Divestitures
Companies Rebrand to Increase Consumer Relevance
New Entrants Despite Economy

COMPETITIVE PROFILES

Emerson Electric Co.
  Company Profile
  Strategy and Positioning
  Performance
  Table 3-2: Emerson Tools and Storage Segment Sales, 2008-2010
  Product Portfolio
  Table 3-3: Emerson Electric Home Organization Products
  Distribution
  Advertising and Promotion
Newell Rubbermaid Inc.
  Company Profile
  Strategy and Positioning
  Performance
  Table 3-4: Newell Rubbermaid Sales Composition, 2010
  Table 3-5: Newell Rubbermaid Home & Family Sales 2008 - 2010 (in million $)
  Product Portfolio
  Distribution
  Advertising and Promotion
  Table 3-6: Rubbermaid Home Organization Products
Illinois Tool Works
  Company Profile
  Strategy and Positioning
  ITW Space Bag
  Product Portfolio
  Table 3-7: ITW Space Bag Home Organization Products
  Distribution
  Promotion
  Racor
  Product Portfolio
  Table 3-8: Racor Home Organization Products
  Minigrip Consumer Products
  Product Portfolio
  Table 3-9: Minigrip Home Organization Products
Whirlpool Corporation
  Company Profile
  Garage Organization
  Laundry Organization
  Strategy and Positioning
  Product Portfolio
  Garage Organization
  Laundry Organization
  Table 3-10: Whirlpool Home Organization Products
  Distribution
  Advertising and Promotion
California Closets
  Company Profile
  Strategy and Positioning
  Product Portfolio
  Table 3-11: California Closets Home Organization Products
  Distribution
  Advertising and Promotion
Sterilite
  Company Profile
  Strategy and Positioning
  Product portfolio
  Table 3-12: Sterilite Home Organization Products
  Distribution
  Advertising and Promotion
Iris USA
  Company Profile
  Strategy and Positioning
  Product Portfolio
  Distribution
  Advertising and Promotion
  Table 3-13: Iris USA Home Organization Products
Home Products International
  Company Profile
  Strategy and Positioning
  Product Portfolio
  Table 3-14: Home Products International Home Organization Products
  Distribution
  Advertising and Promotion
Elfa
  Company Profile
  Performance
  Strategy and Positioning
  Product Portfolio
  Table 3-15: Elfa Home Organization Products
  Distribution
  Advertising and Promotion
Gracious Living Corporation
  Company Profile
  Product portfolio
  Table 3-16: Gracious Living Home Organization Products
  Distribution
Schulte Corporation
  Company Profile
  Strategy and Positioning
  Products
  Table 3-17: Schulte Products
  Distribution
  Advertising and Promotion
Rev-A-Shelf LLC
  Company Profile
  Products
  Table 3-18: Rev-A-Shelf Products
  Distribution
  Promotion
Myers Industries, Inc.
  Company Profile
  Products
  Table 3-19: Myers Industries Products
Whitmor
  Company Profile
  Product Portfolio
  Table 3-20: Whitmor Home Organization Products
Closet Complete
  Company Profile
  Product Portfolio
  Table 3-21: Closet Complete Home Organization Products
John Louis Home
  Company Profile
  Product Portfolio
  Table 3-22: John Louis Home Organization Products
Sauder Woodworking
  Company Profile
  Product Portfolio
  Table 3-23: Sauder Woodworking Home Organization Products
Stack-On Products Company
  Company Profile
  Product Portfolio
  Table 3-24: Stack-On Products
The Stow Company (formerly Windquest)
  Company Profile
  Product Portfolio
  Table 3-25: The Stow Company Home Organization Products
BH North America
  Company Profile
  Product Portfolio
  Table 3-26: BH North America Home Organization Products
Inter-Lok (formerly GarageMaid)
  Company Profile
  Product Portfolio
  Table 3-27: Inter-Lok Home Organization Products
HandiSolutions
  Company Profile
  Product Portfolio
  Table 3-28: HandiSolutions Home Organization Products
Redline Garage Gear
  Company Profile
  Product Portfolio
  Table 3-29: Redline Garage Gear Home Organization Products
GarageTek Inc.
  Company Profile
  Product Portfolio
  Table 3-30: GarageTek Home Organization Products
Tuff Shed Inc.
  Company Profile
  Product Portfolio
  Table 3-31: Tuff Shed Home Organization Products
  Advertising and Promotion
Arrow Storage Products
  Company Profile
  Product Portfolio
  Table 3-32: Arrow Group Products
Duramax Building Products
  Company Profile
  Product Portfolio
  Table 3-33: Duramax Home Organization Products
Suncast Corporation
  Company Profile
  Product Portfolio
  Table 3-34: Suncast Home Organization Products
Backyard Products, LLC
  Company Profile
  Product Portfolio
  Table 3-35: Backyard Products Home Organization Products
Barrette
  Company Profile
  Product Portfolio
  Table 3-36: Barrette Home Organization Products
Lifetime Products
  Company Profile
  Product Portfolio
  Table 3-37: Lifetime Products Home Organization Products
Keter (formerly Outstanding Solutions)
  Company Profile
  Product Portfolio
  Table 3-38: Keter Home Organization Products
Honey-Can-Do International
  Company Profile
  Product Portfolio
  Table 3-39: Honey-Can-Do Home Organization Products
Martha Stewart Living
  Company Profile
  Product Portfolio
  Table 3-40: Martha Stewart Living Home Organization Products
Masco Retail Cabinet Group
  Company Profile
  Product Portfolio
  Table 3-41: Masco Retail Cabinet Group Home Organization Products
Albern Enterprises
Company Profile
  Product Portfolio
  Table 3-42: Albern Enterprises Home Organization Products
Neatfreak Group
  Company Profile
  Product portfolio
  Table 3-43: Neatfreak Group Home Organization Products
ShelfGenie
  Company Profile
  Product Portfolio
  Table 3-44: ShelfGenie Home Organization Products
Way Basics
  Company Profile
  Product Portfolio
  Table 3-45: Way Basics Home Organization Products

CHAPTER 4: MARKETING AND NEW PRODUCT TRENDS

Marketing Practices and Trends
  Consumer-centricity on the Rise
  Social Media
  Professional and Trade Promotion
  Product Placement on TV Shows Builds Awareness
  Showcase Homes Showcase Products
  Leveraging Spokespeople for Credibility
  Back to School Promoted Heavily
  Sweepstakes Popular With Consumers
  Deals Offered to Spark Sales
  Retailer Circulars Feature Specials
  Table 4-1: Feature Retail Circular Deals for Selected Home Organization Products
Product Trends
  Partnerships and Licensing Deals Help Drive Consumer Acceptance
  Private Label Store Brands More Important for Retailers
  Specialty Storage Targets Niches
  Easier is Best
  Modularity Continues to be Popular
  Kids Storage Growing in Importance
  Marketers Try to Be Eco-Friendly
  Value and Affordability Even More Critical
  Features Add Value
Select New Products 2009-2011
Table 4-2: Selected Home Organization Product Introductions

CHAPTER 5: DISTRIBUTION AND SALES

Distribution Channels
Market Composition of DIY Products by Retail Channel
  Figure 5-1: U.S. Sales of DIY Home Organization Products by Retail Channel, 2010
  Discount Stores
  Home Centers and Hardware Stores
  Specialty Stores
  Other Outlets
  Internet Evolves for Retailers and Manufacturers
  Several Manufacturers Control Their Distribution
Installed Versus DIY Trends
  Installed Segment Struggles Through Hard Times
  DIY Segment Has Advantage of Price, Convenience
  Broadening Distribution to Increase Sales
  Exclusivity Still Important to Retailers and Manufacturers
  Homebuilders a Tough Sell
  Gaining Advantage With Dealers
  Manufacturing and Warehousing in US an Advantage
Key and Interesting Retailers
  The Container Store
  Ikea
  Target
  Bed Bath & Beyond
  Organize-It
  Organize.com
  The Betty Mills Company
  Dorm Co
  Shelfwire
  Wayfair

CHAPTER 6: THE CONSUMER

Consumers Looking More at Price; Want Products for Closets and Garages
  Price becomes Far More Important to Consumers
  Table 6-1: Most Important Factor When Purchasing Storage Products, 2008, 2010
  Closet Storage Still Most In Demand, But Garage Products Increase Most
  Table 6- 2: Home Area Where Consumers Will Most Likely Use New Storage Container - 2008, 2010 (percent)
  Packaging Most Influential to Consumers In-Store
  Figure 6-1: In-Store Elements Influence, 2010 (percent)
Consumer Demands Driving Strategy
  Consumers Want Products for Specific Life Stages
  Table 6-3: Design Basics Life Stage Home Plan Segments
  Consumers Like Products That Fit Lifestyles
  Table 6-4: Examples of Organize.com’s Organized By Color Program
  Table 6-5: Shelf Genie Customer Profiles
  Livability at a Glance
  Outdoor Living Trend Means More Storage
  Consumers Need Help Organizing
  Table 6-6: How Arrow Sheds Help Consumers
Women Continue To Drive Sales
  BeJane for DIY Women
  Martha Stewart Bringing Women Into Home Centers and Office Supply
Green Products Too Expensive and Confusing For Consumers
  Won’t Pay More, Looks For Efficiency
  Green Too Confusing
Decluttering Equals DeStress
Decluttering Adds Value to Home for Resale
Consumer Demographics
  Gen X Have Growing Families
  Millennials Gaining Buying Power
  Baby Boomers Looking To Downsize
  Seniors Need Solutions To Make Living Easier
An Expanding Nest
Consumer Demographics and Attitudes
About 60% Of Households Spend Between $250 And $2,000 Annually On Home Improvements
  Figure 6-2: Total Home Improvement Spending - 2007, 2009, 2011 (% of households)
Households Using Professionals More for Home Improvements
  Figure 6-3: Interior/Exterior Home Remodeling, who does work, last 12 months - 2007, 2009, 2011 (% of households)
Purchase of Storage Sheds Remain Steady
  Table 6-7: Home Improvement Purchases, 2008 - 2011 (% of households)
Roughly 60% of Households Spend More Than $500 on Sheds
  Figure 6-4: Amount Spent on Storage Sheds, 2008-2011 (% of households)
  Figure 6-5: Storage Shed Spending Compared to Kitchen Cabinets, 2011 (% of households)
About 70% Households Assemble and Install Sheds Themselves
  Figure 6-6: Installation of Sheds, Who did work, last 12 months - 2009, 2011 (% of households)
  Figure 6-7: Installation of Sheds and Kitchen Cabinets, Who did work 2011 (% of households)
Older Boomers with Large Families More Likely to Have Bought Sheds
  Table 6-8: Demographic Profile of People Buying Storage Sheds, 2011 (index)
Central Region Strongest for Sheds
  Figure 6-8: Storage Shed Purchases by Region, 2006 and 2011
Households Remodel Bathrooms and Kitchens More Than Basements, Attics, and Garages
  Table 6-9: Households Remodeled Basement/Attic/Garage, 2008 - 2011 (% of households)
  Table 6-10: Households Remodeled Basement/Attic/Garage, 2008 - 2011 (% of households)
Younger Families with Higher Incomes, Higher Education Tend to Remodel Basements, Attics and Garages
Psychographic Traits of Remodelers and Buyers of Sheds and Kitchen Cabinets
  Table 6-11: Psychographic Traits of Remodelers/Buyers of Sheds, Kitchen Cabinets 2011 (last 12 months) (Index)
  Table 6-12: Demographic Profile of People Remodeling Basement/Attic/Garage, 2011 (last 12 months) (Index )

APPENDIX

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