Small Appliances and The Web: A Budding Relationship
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Quarters 2 & 3, 2011
Small Appliances and The Web: A Budding Relationship
By Perry James, The NPD Group, Inc.
T
echnology and the Internet are over-
whelming forces in our lives, and
they 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-
appliance categories, retailer websites are the um sealers sold between October 2010 and
Complete data on a category can be
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
ET
RK L
M AO TA
STAND MIXERS • AGE OF BUYER
T
Percentage purchased by age of buyer versus census
25,386
T R LT Y &
STAND MIXERS
EC A G
GE P/
EL ECI IN
S
RA RE
SP OOK
CENSUS (PERCENT OF POPULATION)
20.2%
IC
VE P
C
BE OOD
17.8%
17.5%
F
17.0%
16.3%
16.1%
13,312
14.7%
14.0%
12,074
13.6%
13.2%
11.6%
11.6%
8.9%
7.4%
Source: Consumer Tracking Service
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
24.5%
ESPRESSO MAKERS
ESPRESSO CENSUS (PERCENT OF POPULATION)
MAKERS
19.3%
18.6%
■ Nearly 19% of espresso
15.9%
15.7%
15.5%
makers sold in Q2’11
13.6%
were POD Machines.
11.9%
11.4%
Source: Retail Tracking Service
9.3%
9.1%
7.1%
6.7%
6.5%
5.9%
ELECTRIC
4.8%
3.2%
SKILLETS
1.0%
■ The top 3 reasons consumers purchased
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
ET
RK L
M AO TA
T
ELECTRIC CAN OPENERS • INCOME
27,326 Percentage purchased by income versus census
GE P/
21.9%
TR G
RA RE
S
EC IN
IC
ELECTRIC CAN OPENERS
EL OOK
VE P
BE OOD
CENSUS (PERCENT OF POPULATION)
C
18.1%
F
14,138
15.4%
15.1%
14.8%
13,188
14.3%
14.1%
13.2%
13.0%
11.1%
10.2%
9.7%
9.4%
8.9%
7.6%
Source: Consumer Tracking Service
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
ET
RK L
M AO TA
Percentage purchased by age of buyer versus census
T
CA HE ME
RE R
AL OT HO
CURLING IRONS/BRUSHES
ON , & E,
61,323
RS TH R
NG /
CENSUS (PERCENT OF POPULATION)
PE EAL L CA
MI RE
OO CA
H RA
17.9%
GR AIR
17.8%
17.5%
O
16.6%
16.3%
H
15.8%
14.7%
30,184 31,139
13.5%
13.2%
12.9%
12.9%
11.6%
10.4%
8.9%
Source: Consumer Tracking Service
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% 22.1%
21.9% 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
ET
RK L
M AO TA
T
HAIRDRYERS • AGE OF BUYER
CA HE ME
57,231 Percentage purchased by age of buyer versus census
RE R
AL OT HO
ON , & E,
NG /
RS TH R
HAIRDRYERS
MI RE
PE EAL L CA
OO CA
CENSUS (PERCENT OF POPULATION)
H RA
GR AIR
O
19.3%
H
19.5%
18.4%
17.8%
17.5%
28,488 28,743
16.3%
14.7%
13.2%
13.0%
12.2%
11.6%
8.9%
8.9%
Source: Consumer Tracking Service
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
26.5%
SHOWERHEADS
SEWING MACHINES
CENSUS (PERCENT OF POPULATION)
■ More than 60% of
18.1%
showerheads sold in Q3’11
were handheld.
15.1%
14.3%
14.1%
13.2%
Source: Retail Tracking Service
13.0%
12.3%
12.0%
11.1%
11.1%
9.7%
9.4%
7.9%
6.5%
BLOOD PRESSURE
5.6%
MONITORS
■ 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 ( E X C L U D I N G VA C S )
MARKET SIZE
QUARTER TWO • 2011 DEMOGRAPHIC ANALYSIS
UNIT VOLUME IN THOUSANDS Unit Volume Share
6 months ending — June 2011
ET
RK L
M AO TA
T
WATER FILTRATION DEVICES • INCOME
28,212 Percentage purchased by income versus census
WATER FILTRATION DEVICES
18.8%
18.7%
CENSUS (PERCENT OF POPULATION)
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
20.0%
19.3%
WATER FILTRATION
■ 25% of fans sold in Q2’11 DEVICES
were personal/clip fans.
CENSUS (PERCENT
15.7%
Source: Retail Tracking Service
15.5%
OF POPULATION)
14.9%
14.8%
14.2%
13.6%
11.4%
10.6%
7.9%
7.8%
FANS
7.1%
6.7%
5.9%
5.8%
4.8%
4.1%
■ The top 3 reasons consumers
purchased a specific brand of fan
were the price, it was a good
value and they liked the features. New Middle East North West North South East South West South Mountain Pacific
Source: Consumer Tracking Service England Atlantic Central Central Atlantic Central Central
Source: Consumer Tracking Service
Source: The NPD Group 6Small Appliances: HOME ENVIRONMENT ( E X C L U D I N G VA C S )
MARKET SIZE
QUARTER THREE • 2011 DEMOGRAPHIC ANALYSIS
UNIT VOLUME IN THOUSANDS Unit Volume Share
6 months ending — September 2011
ET
RK L
M AO TA
T
DEHUMIDIFIERS • BUYER GENDER
27,161 Percentage purchased by buyer gender versus census
DEHUMIDIFIERS
CENSUS (PERCENT OF POPULATION)
53.2%
50.9%
49.1%
46.8%
Source: Consumer Tracking Service
WATER
FILTRATION Male Female
DEVICES
Source: Consumer Tracking Service
DEHUMIDIFIERS • HOUSEHOLD SIZE
■ More than 25% of water filtration Percentage purchased by household size versus census
devices sold in Q3’11 had a
container capacity between
½-gallon and 1 gallon. 35.8% DEHUMIDIFIERS
Source: Retail Tracking Service CENSUS (PERCENT OF POPULATION)
26.4%
22.1% 21.5%
WATER 20.2% 19.5%
FILTRATION 17.1%
14.8%
DEVICES
12.0%
10.5%
■ The top 3 reasons consumers
purchased a specific brand of
water filtration device were that it
was a brand they trust, the price
and it was a good value. Single Two Three Four Five or
Source: Consumer Tracking Service Member Members Members Members More Members
Source: Consumer Tracking Service
7 Source: The NPD GroupSmall Appliances: FLOOR CARE
MARKET SIZE
QUARTER TWO • 2011 DEMOGRAPHIC ANALYSIS
UNIT VOLUME IN THOUSANDS Unit Volume Share
6 months ending — June 2011
ET
RK L
M AO TA
STICK VACUUMS • BUYER GENDER
T
Percentage purchased by buyer gender versus census
8,346
STICK VACUUMS
CENSUS (PERCENT OF POPULATION)
60.4%
49.1% 50.9%
39.6%
Source: Consumer Tracking Service
Male Female
DEEP CARPET Source: Consumer Tracking Service
CLEANERS
STICK VACUUMS • HOUSEHOLD SIZE
Percentage purchased by household size versus census
■ 26% of all deep carpet cleaners sold 37.0%
in Q2’11 were compact style. STICK VACUUMS
Source: Retail Tracking Service CENSUS (PERCENT OF POPULATION)
26.4%
25.1%
22.1% 21.5%
19.5%
DEEP CARPET
CLEANERS 14.3%
11.5% 12.0%
10.5%
■ The top 3 reasons consumers purchased
a specific brand of deep carpet cleaner
were it was a brand they trust, they like
the features and the price. Single Two Three Four Five or
Source: Consumer Tracking Service Member Members Members Members More Members
Source: Consumer Tracking Service
Source: The NPD Group 8Small Appliances: FLOOR CARE
MARKET SIZE
QUARTER THREE • 2011 DEMOGRAPHIC ANALYSIS
UNIT VOLUME IN THOUSANDS Unit Volume Share
6 months ending — September 2011
ET
RK L
M AO TA
T
UPRIGHT VACUUMS • AGE OF BUYER
8,685
Percentage purchased by age of buyer versus census
19.1%
18.6%
17.9%
17.8%
17.7%
17.5%
16.3%
14.7%
14.7%
13.2%
11.6%
8.9%
8.8%
Source: Consumer Tracking Service UPRIGHT VACUUMS
CENSUS (PERCENT OF POPULATION)
3.1%
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65 years +
years years years years years years
STICK VACUUMS Source: Consumer Tracking Service
UPRIGHT VACUUMS • HOUSEHOLD SIZE
Percentage purchased by household size versus census
■ 64% of stick vacuums sold in 32.1% UPRIGHT VACUUMS
Q3’11 were corded.
CENSUS (PERCENT OF POPULATION)
Source: Retail Tracking Service
26.4%
22.1% 21.5%
21.1%
19.5%
16.5% 16.7%
STICK VACUUMS
13.7%
10.5%
■ The top 3 reasons consumers
purchased a specific brand of
stick vacuum were the price, it
was a brand they trust and it
was a good value. Single Two Three Four Five or
Source: Consumer Tracking Service Member Members Members Members More Members
Source: Consumer Tracking Service
9 Source: The NPD GroupHousewares: NON-ELECTRIC
MARKET SIZE
QUARTER TWO • 2011 DEMOGRAPHIC ANALYSIS
UNIT VOLUME IN THOUSANDS Unit Volume Share
STOVETOP 6 months ending — June 2011
COOKWARE
DINNERWARE
$621,247
BEVERAGEWARE STOVETOP COOKWARE • REGION
OVEN OR Percentage purchased in region versus census
MICROWAVE
BAKEWARE STOVETOP COOKWARE
CUTLERY CENSUS (PERCENT OF POPULATION)
21.3%
FLATWARE
19.3%
$278,407
$217,786
$192,891
$183,577
16.1%
$153,699
15.7%
15.5%
13.6%
13.4%
12.0%
11.4%
7.3%
7.1%
6.7%
6.2%
5.9%
Source: Consumer Tracking Service
4.8%
4.4%
4.4%
1.8%
DINNERWARE
New Middle East North West North South East South West South Mountain Pacific
England Atlantic Central Central Atlantic Central Central
■ More than 8% of Q2’11
Source: Consumer Tracking Service
dinnerware dollar sales came from
plastic as a primary material.
OVEN OR MICROWAVE BAKEWARE • BUYER GENDER
Source: Retail Tracking Service
Percentage purchased by buyer gender versus census
OVEN OR MICROWAVE BAKEWARE
CENSUS (PERCENT OF POPULATION)
BEVERAGEWARE
84.0%
■ Single piece beverageware
sales represented 38% of
Q2’11 dollar sales.
Source: Retail Tracking Service 49.1% 50.9%
CUTLERY
16.0%
■ The top 3 motivators behind
purchasing cutlery in Q2’11 were
price, value and easy to clean. Male Female
Source: Consumer Tracking Service Source: Consumer Tracking Service
Source: The NPD Group 10Housewares: NON-ELECTRIC
MARKET SIZE
QUARTER THREE • 2011 DEMOGRAPHIC ANALYSIS
UNIT VOLUME IN THOUSANDS Unit Volume Share
STOVETOP 6 months ending — September 2011
COOKWARE
DINNERWARE
$504,890
CUTLERY DINNERWARE • HEAD OF HOUSEHOLD AGE
BEVERAGEWARE Percentage purchased by age of the head of household versus census
OVEN OR
MICROWAVE
23.6%
DINNERWARE
$334,854
BAKEWARE
CENSUS (PERCENT OF POPULATION)
FLATWARE
$212,422
$204,670
18.5%
17.8%
17.5%
$171,782
$150,326
16.7%
16.3%
14.9%
14.7%
13.3%
13.2%
13.1%
11.6%
8.9%
Source: Consumer Tracking Service
BAKEWARE
0%
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65 years +
■ Stoneware/clay stone years years years years years years
accounted for 8% of bakeware Source: Consumer Tracking Service
dollar sales in Q3’11.
Source: Retail Tracking Service
BEVERAGEWARE • HEAD OF HOUSEHOLD GENDER
Percentage purchased by head of household gender versus census
BEVERAGEWARE 87.8%
FLATWARE
CENSUS (PERCENT
OF POPULATION)
■ Serving utensil sets represented 4% of
flatware dollar sales in Q3’11.
Source: Retail Tracking Service 49.1% 50.9%
STOVETOP
COOKWARE
12.2%
■ The top 3 reasons consumers
purchase specific cookware are
price, good value and easy to clean. Male Female
Source: Consumer Tracking Service Source: Consumer Tracking Service
11 Source: The NPD GroupHome: KITCHEN & DINING TEXTILES
MARKET SIZE
QUARTER TWO • 2011 DEMOGRAPHIC ANALYSIS
UNIT VOLUME IN THOUSANDS Dollar Share
6 months ending — June 2011
TABLE LINENS • REGION
Dollar share in region versus census
KITCHEN &
DINING DOLLAR SHARE
TEXTILES
CENSUS (PERCENT
48.6% OF POPULATION)
■ In the 6 months ending June
2011, $65 million in sales came 36.6%
from potholders/oven mitts and
towel/potholder sets.
Source: Consumer Tracking Service
22.2% 22.8%
20.9%
18.4% 18.4%
12.3%
Northeast Midwest South West
Source: Consumer Tracking Service
MARK YOUR CALENDAR!
to register: www.housewares.org/attend
Source: The NPD Group 12Home: KITCHEN & DINING TEXTILES
MARKET SIZE
QUARTER THREE • 2011 DEMOGRAPHIC ANALYSIS
UNIT VOLUME IN THOUSANDS Unit Volume Share
6 months ending — September 2011
KITCHEN LINENS • HOUSEHOLD SIZE
KITCHEN & Percentage purchased by household size versus census
DINING
TEXTILES
30 KITCHEN LINENS
27.8%
■ In the 6 months ending September 26.4% CENSUS (PERCENT OF POPULATION)
2011, kitchen & dining textiles dollar 25.3%
sales increased by 21% and unit 25
22.1% 21.5%
sales increased by nearly 14%,
compared to the 6 months ending 19.5%
20
September 2010.
16.0% 15.6%
Source: Consumer Tracking Service 15.3%
15
10.5%
10
5
0
Single Two Three Four Five or
Member Members Members Members More Members
Source: Consumer Tracking Service
Find Exhibitors and Do Business Year Round at
www.housewares.org/housewaresconnect365
• Search for new suppliers
• Find the latest new products
• Plan your Show visit
13 Source: The NPD GroupSmall Appliances and The Web: A Budding Relationship
Continued from page 1
The Internet doesn’t discriminate when less than 10 percent of
it comes to small appliances. From the appliance sales, a good
widely available to the scarce, the additional website can have a real
small appliance categories where the impact on your bottom
Internet’s role in sales is notable, with unit line that is well worth the
share greater than 15 percent, were: dehu- relatively minimal cost.
midifiers, sewing machines, oral irrigators, Manufacturers and retail-
pedometers, electric shaver replacement ers increase their ability to
parts, lighted mirrors, espresso makers, cit- sell bigger ticket items or
rus juicers, juice extractors, food steamers, higher priced products.
canister vacuums, bare floor cleaners and ice Brands gain some control
cream/yogurt makers. over the messaging and
image of their products,
Having an Internet presence has been providing consumers with
important for several years, but it has the insight they are seek-
become a must in order to compete in ing, giving them a leg up
today’s market. On average, online small on the competition.
appliance sales command a 58 percent high-
Retailers also benefit
er average selling price than the industry as
from doing a good job answering questions Perry James is president of Home & Office
a whole, and 71 percent higher than brick
about product offerings, which can get con- Supplies at The NPD Group. These are the
and mortar sales. Nearly half of all purchases opinions of James and NPD. For more
sumers to visit their stores. The relationship
made online were researched through an information, contact James at 516-625-2349.
between the Internet and small appliances
online resource, but only a quarter of pur- truly is a budding one and is now in a criti-
chases researched online were actually pur- cal stage, one that requires atten-
chased online. tion to truly bloom and realize
Even though online sales still represent its full potential.
Take a look inside the home!
kitchen | personal care | home environment | laundry appliances
Uncover opportunities for your business with
The NPD Group’s new report, Inside the Home:
Appliances We Own & Use.
INTERESTED? Contact Charles Camaroto at
866-444-1411 (contactnpd@npd.com) for details.
www.npd.com
Source: The NPD Group 14DATA AND METHODOLOGY CONSUMER METHODOLOGY
NPD has a standard data model that is used The NPD online consumer panel is com-
for all categories that incorporates both con- prised of pre-recruited individuals who have
sumer and point-of-sale (POS) databases. agreed to participate in NPD online surveys ABOUT THE
These two data sources are highly comple- and have completed a comprehensive demo- NPD GROUP, INC.
mentary and are used to support one another. graphic questionnaire. The use of an estab-
Point-of-Sale (POS) databases are assembled The NPD Group is the leading
lished online panel assures good cooperation
from retailers' records of actual sales by prod- provider of reliable and comprehensive
levels and predictable demographic balance
uct as collected at the cash register. consumer and retail information for a
among panelists.
wide range of industries. Today, more
Consumer databases are developed using Consumer panelists are asked about their than 1,800 manufacturers retailers and
online purchase surveys completed by a large- recent purchases in a survey administered via
scale rotating sample of consumers. These service companies rely on NPD to help
the Internet. The responding sample is demo-
data produce estimates of sales by product for them drive critical business decisions at
graphically weighted and projected through a
the total marketplace. More importantly, the the global, national, and local market
series of steps to represent the U.S. popula-
consumer surveys capture information about levels. NPD helps our clients to identify
tion. Each month, over 200,000 individuals
each purchase, such as buyer demographics, new business opportunities and guide
are selected from the NPD online consumer
the product's intended use and other pur- product development, marketing, sales,
panel to participate in the appliance study.
chase motivators. merchandising, and other functions.
Each month, over 30,000 U.S. house-
Information is available for the follow-
holds are selected for the housewares and
ing industry sectors: automotive, beauty,
home textiles studies.
commercial technology, consumer tech-
POS METHODOLOGY nology, entertainment, fashion, food
and beverage, foodservice, home,
NPD collects point-of-sale retailer
office supplies, software, sports, toys
data from selected retailers. These data
and wireless. For more information,
are the actual sales for the chain on an
contact us or visit
SKU-by-SKU basis. The data are com-
http://www.npd.com/.
bined with data from other retailers to
produce reports on certain categories by
channel, where a sufficient number of
retailers are cooperating and where suffi-
cient market demand exists for the data-
base.
Deborah A. Teschke, Senior Editor
Perry James, Contributing Editor
Janine Marshall-Bolton, Contributing Editor
Tom Goodman, Design
Published by IHA
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
Source: The NPD Group 15You can also read
