garage storage and organization products · 2018-02-09 · rubbermaid sterilite ikea closetmaid...
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Garage Storage and Organization ProductsQ3 2014 - Q4 2017
Garage Storage &Organization Products
Sample Size Purchase Incidence Product Segments Product Segments Average Number ofItems Purchased
Ty..
Page 1
OverviewQ3 2014 - Q4 2017
Methodology Sample Size byQuarter
Sample Size byProduct Segment
Product Segments Average Number ofItems Purchased
Brand Share Pla..
METHODOLOGY
Online surveys are conducted quarterly with a general population sample in the U.S.
Respondents were screened based on past quarter purchase behavior. To qualify, they had to have purchased a home storage and organizationproduct. Respondents who answered “no” were terminated.
Respondents were then asked what types of home storage and organization products they purchased and how many of each they purchased.
Respondents were then asked a series of questions about their home organization habits and practices.
The rest of the questionnaire was organized into modules about each of the nine product segments within the home organization and storage. At thebeginning of each module, respondents were shown images of the products within each product segment. Respondents were then asked if they hadpurchased a product within that product category. Respondents who answered “no” were skipped to the next module. Respondents who answered"yes" were asked a series of questions about what they purchased, why they purchased, and where they purchased.
Page 2
OverviewQ3 2014 - Q4 2017
Methodology Sample Size byQuarter
Sample Size byProduct Segment
Product Segments Average Number ofItems Purchased
Brand Share Pla..
SAMPLE SIZE BY QUARTERDid you purchase any home storage and organization products in the last three months?
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 20170
100
200
300
400
500
600
700
800
900
Num
ber o
f Res
pond
ents
630
495 506 506 501 503
716
563 576549
856
695
502
610
Page 3
OverviewQ3 2014 - Q4 2017
Methodology Sample Size byQuarter
Sample Size byProduct Segment
Product Segments Average Number ofItems Purchased
Brand Share Pla..
SAMPLE SIZE BY PRODUCT SEGMENT2017
What type of home organization or storage product did you buy?
Basket, Bin, Box,Crate, or Tote
Laundrystorage/organization
Craft/hobbystorage/organization
Closet, clothing, orshoe
storage/organization
Home office, desk, orfile
storage/organization
Holiday storage Shelving or storagecabinet
Storage cart, drawercart, cube/cubby
storage unit
Garage storage0
200
400
600
800
1000
1200
1400
1600
1800
Cou
nt o
f Num
ber o
f Res
pond
ents
1,696
858781 778
653
544 539 516
338
Year2017
Page 4
OverviewQ3 2014 - Q4 2017
Methodology Sample Size byQuarter
Sample Size byProduct Segment
Product Segments Average Number ofItems Purchased
Brand Share Planning Project .
PRODUCT SEGMENTS
2017
What type of home organization or storage product did you buy?
Basket, Bin, Box,Crate, or Tote
Laundrystorage/organization
Craft/hobbystorage/organization
Closet, clothing, orshoe
storage/organization
Home office, desk, orfile
storage/organization
Holiday storage Shelving or storagecabinet
Storage cart, drawercart, cube/cubby
storage unit
Garage storage0%
5%
10%
15%
20%
25%
% o
f Tot
al C
ount
of N
umbe
r of R
espo
nden
ts
25%
13%12% 12%
10%
8% 8% 8%
5%
The all purpose containers (bins, baskets, boxes, and crates) product segment is the largest of the nine segments thatcomprise the home storage and organization category.
Year2017
Page 5
OverviewQ3 2014 - Q4 2017
Methodology Sample Size byQuarter
Sample Size byProduct Segment
Product Segments Average Number ofItems Purchased
Brand Share Planning Project OrganizationalChallenges
.
AVERAGE NUMBER OF ITEMS
Q3 & Q4 2014 2015 2016 20170.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
Avg
. Res
pons
e 0.8
0.9
1.0
1.4
Page 6
OverviewQ3 2014 - Q4 2017
Sa..
Sample Size byProduct Segment
Product Segments Average Number ofItems Purchased
Brand Share Planning Project OrganizationalChallenges
OrganizationalChallenges
BRAND SHARE
2017
Rub
berm
aid
Ste
rilite
IKE
A
Clo
setM
aid
Cas
emat
e(W
alM
art)
Con
tain
er S
to..
Roo
mE
ssen
tials
(Tar
get b
rand
)
Sta
ples
Hou
seho
ldE
ssen
tials
Adv
antu
s
Mai
nsta
ys(W
alM
art)
Bla
ck &
Dec
ker
Bel
la
Hon
ey-C
an-D
o
Offi
ceD
epot
/Offi
ceM
ax
IRIS
Sta
nley
STA
CK
ON
Bra
nds
with
<1%
sha
re
Oth
er
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
22%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
20.8%
11.7%
17.0%
4.9% 4.5%3.7% 3.4% 3.3% 3.2%
2.6%2.2%
1.6% 1.6% 1.4% 1.4% 1.3% 1.3% 1.1%
7.3%
5.7%
Total Home Storage & Organization Category
Page 7
OverviewQ3 2014 - Q4 2017
Sa..
Sample Size byProduct Segment
Product Segments Average Number ofItems Purchased
Brand Share Planning Project OrganizationalChallenges
OrganizationalChallenges
PLANNING PROJECTAre you planning to do a home organization project in the next year?
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Q4
2015
Q1
2016
Q2
2016
Q3
2016
Q4
2016
Q1
2017
Q2
2017
Q3
2017
Q4
2017
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
67%
77%
73%
66%69%
74%
66%69% 69%
75% 74%71% 70%
76%
Are you planning to do a home organization project in the next year?
2015 2016 20170%
10%
20%
30%
40%
50%
60%
70%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
70% 70%
73%
YearMultiple values
QuarterAll
Page 8
OverviewQ3 2014 - Q4 2017
Sa..
Sample Size byProduct Segment
Product Segments Average Number ofItems Purchased
Brand Share Planning Project OrganizationalChallenges
OrganizationalChallenges
Which room(s) are the most challenging to organize and keep organized?
Bedroom Kitchen/Pantry Closet Garage Home Office Basement Bathroom Living Room Hobby/Craft/Sewing Room
Family Room LaundryRoom
Playroom Dining Room Mudroom/Ent..0%
2%
4%
6%
8%
10%
12%
14%
16%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
16%
14%
12%
12%
9%
8%
6%
5% 5%5%
3%
2%
1%1%
Organizational Challenges: Rooms of the House
All quarters combined
Page 9
OverviewQ3 2014 - Q4 2017
Sa..
Sample Size byProduct Segment
Product Segments Average Number ofItems Purchased
Brand Share Planning Project OrganizationalChallenges
OrganizationalChallenges
Which household item(s) are the most challenging to organize and keep organized?
Clothing Paperwork.. Toys andgames
Shoes Craft/hobby..
Accessories Tools Holidaydecorations
Cleaningsupplies
Collectibles,memorabil..
Photos andphoto albu..
Bedding DVD's,CD's, vid..
Gardensupplies
Sports gear Petsupplies
Campinggear
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
18%
17%
8% 8%7% 7%
6%6% 5%
5%
3%
3%2% 2%
2%1% 1%
Organizational Challenges: Household Items
All quarters combined
Page 10
Garage Storage and Organization ProductsQ3 2014 - Q4 2017
Garage Storage &Organization Products
Sample Size Purchase Incidence Product Segments Product Segments Average Number ofItems Purchased
Ty..
GARAGE STORAGE: SAMPLEWhat type of home organization or storage product did you buy?
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q1 2017 Q2 2016 Q2 2017 Q3 2016 Q3 2017 Q4 2016 Q4 20170
10
20
30
40
50
60
70
80
90
100
110
Num
ber o
f Res
pond
ents
110
100
54
70
80
74
81
67
73
93
63
55
95
90
Page 11
Garage Storage and Organization ProductsQ3 2014 - Q4 2017
Garage Storage &Organization Products
Sample Size Purchase Incidence Product Segments Product Segments Average Number ofItems Purchased
Ty..
GARAGE STORAGE: PURCHASE INCIDENCEDid you purchase a garage storage product in the last three months?
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 20170%
5%
10%
15%
20%
25%
30%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
24%
27%
22%23% 23%
24%
23%22%
21%
29% 29%
23%
21%
26%
Page 12
Garage Storage and Organization ProductsQ3 2014 - Q4 2017
Garage Storage &Organization Products
Sample Size Purchase Incidence Product Segments Product Segments Average Number ofItems Purchased
Type of Material .
GARAGE STORAGE: PRODUCT SEGMENTSThe garage storage and organization market is comprised of seven types of products.
Page 13
Garage Storage and Organization ProductsQ3 2014 - Q4 2017
Garage Storage &Organization Products
Sample Size Purchase Incidence Product Segments Product Segments Average Number ofItems Purchased
Type of Material Price Paid .
GARAGE STORAGE: PRODUCT SEGMENTSWhat type of garage storage product did you buy?
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Q4
2015
Q1
2016
Q2
2016
Q3
2016
Q4
2016
Q1
2017
Q2
2017
Q3
2017
Q4
2017
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
33%
37% 30
%
33%
37%
46%
38% 35%
39% 33
%
33%
43%
34%
37%
23%
24%
22%
16%
29%
21%
20%
25%
20%
19%
19%
17%
17%
27%
10%
10%
15%
10%
11%
13%
17%
10%
12%
13%
13%
13%
19%
12%
10%
10%
10%
11%
11%
14%15
%
15% 15
%
7%
5% 7%
6%
7%
8%
9%
7% 9%
8% 4%
7%
7%
7% 5% 5% 8%
8%
4%
8%
5% 7%
9%
4% 6% 7%
5%
6% 5% 5%
5%
7%
9%
7% 8%
9%
5% 5% 5% 4%
9% 9% 9% 7% 5%
2017
What type of garage storage product did you buy?
Garage Caband Shelves
Tool Storage Racks Bike Storage CeilingStorage
SportsEquipment
Workbenches0%
5%
10%
15%
20%
25%
30%
35%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
36%
20%
14%12%
6%5%
7%
Year2017
QuarterAll
Page 14
Garage Storage and Organization ProductsQ3 2014 - Q4 2017
Sample Size Purchase Incidence Product Segments Product Segments Average Number ofItems Purchased
Type of Material Price Paid What is Being Stored .
GARAGE STORAGE: AVERAGE NUMBER OF ITEMS PURCHASEDHow many of each type of home storage and organization product did you purchase in the last three months? / Quarter
Garage
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 20170.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1.6
1.8
2.0
2.2
Avg
. Res
pons
e
0.50.6
0.6 0.60.6 0.6
0.5 0.50.5
1.0 1.0
2.1
0.6
2.1
Page 15
Garage Storage and Organization ProductsQ3 2014 - Q4 2017
Purchase Incidence Product Segments Product Segments Average Number ofItems Purchased
Type of Material Price Paid What is Being Stored Brand Recall andBrand Share
.
GARAGE STORAGE: MATERIAL
What material was the garage storage product made of?
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Q4
2015
Q1
2016
Q2
2016
Q3
2016
Q4
2016
Q1
2017
Q2
2017
Q3
2017
Q4
2017
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
46%
44%
44%
57%
43%
56% 51
% 45%
50%
49%
49%
48%
48% 44
%
36% 36
%
35%
28%
36%
30% 36
%
38%
40%
23%
23%
31% 29% 34%
10% 12
%8%
8%
9%
7%
9%
9%
6%
8% 8%
7%
7% 5%
6% 4%
5%
9% 9%
6% 9%
7%
7% 7% 4%
5%
6%
5%
2017
What material was the garage storage product made of?
Metal/wire Plastic Fabric Wood Cardboard Wicker/Woven fiber
Other0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
47%
28%
8%7%
6%
3%
0%
Year2017
QuarterAll
Page 16
Garage Storage and Organization ProductsQ3 2014 - Q4 2017
Product Segments Product Segments Average Number ofItems Purchased
Type of Material Price Paid What is Being Stored Brand Recall andBrand Share
Brand Share - Top 5Brands
.
GARAGE STORAGE: AVERAGE PRICE PAIDGarage
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017$0.00
$5.00
$10.00
$15.00
$20.00
$25.00
$30.00
Avg
. Res
pons
e (P
rice)
$26.47
$29.74
$25.38
$27.55
$28.92
$26.99$26.30
$31.14
$27.77
$29.19 $29.19
$27.33
$24.53 $24.07
Page 17
Garage Storage and Organization ProductsQ3 2014 - Q4 2017
Product Segments Average Number ofItems Purchased
Type of Material Price Paid What is Being Stored Brand Recall andBrand Share
Brand Share - Top 5Brands
Reason for Purchase .
GARAGE STORAGE: WHAT IS BEING STORED2017
What are you storing in the garage storage product?
Tool
s
Gar
den
supp
lies
Cle
anin
g su
pplie
s
Acc
esso
ries
Spo
rts g
ear
Cam
ping
gea
r
Oth
er
Clo
thin
g
Col
lect
ible
s, m
emor
abili
a,ke
epsa
kes
Sho
es
Cra
ft/ho
bby/
sew
ing
supp
li..
Hol
iday
dec
orat
ions
Pap
erw
ork/
files
/doc
umen
ts
Bed
ding
Pet
sup
plie
s
Toys
and
gam
es
DV
D's
, CD
's, v
ideo
tape
s
Pho
tos
and
phot
o al
bum
s
0%
5%
10%
15%
20%
25%
30%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
30%
13%
9%8% 8%
6% 6%
4%3% 3%
2% 2% 1% 1% 1% 1% 1% 1%
Page 18
Garage Storage and Organization ProductsQ3 2014 - Q4 2017
Average Number ofItems Purchased
Type of Material Price Paid What is Being Stored Brand Recall andBrand Share
Brand Share - Top 5Brands
Reason for Purchase Reason for Selectionof Specific Item
.
GARAGE STORAGE: BRAND RECALL AND SHARE
What brand of garage storage product did you purchase?
Do remember what brand theypurchased
Don't remember what brand theypurchased
0%
10%
20%
30%
40%
50%
60%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
63%
37%
Brand Recall
All quarters combined
2017
What brand of garage storage product did you purchase?
Bla
ck &
Dec
ker
Rub
berm
aid
Sta
nley
Cos
co
Oth
er
Ste
rilite
Gar
ageM
aid
2x4
Bas
ics
Gla
diat
or
Wal
l Con
trol
Del
ta D
esig
n
Saf
eRac
ks
STA
CK
-ON
Sou
th S
hore
Sun
cast
Ulti
-Mat
e
ED
SA
L
Qui
ck-S
helf
Hon
ey-C
an-D
o
Gra
ylin
e
Whi
tmor
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
18.2
7%
15.2
6%
14.0
6%
12.8
5%
8.84
%
5.42
%
3.41
%
2.81
%
2.81
%
2.81
%
2.61
%
2.01
%
1.81
%
1.41
%
1.20
%
1.20
%
1.00
%
1.00
%
0.80
%
0.20
%
0.20
%
Brand Share
Page 19
Garage Storage and Organization ProductsQ3 2014 - Q4 2017
Type of Material Price Paid What is Being Stored Brand Recall andBrand Share
Brand Share - Top 5Brands
Reason for Purchase Reason for Selectionof Specific Item
Channels ofDistribution
.
GARAGE STORAGE: BRAND SHARE - TOP 5 BRANDSWhat brand of garage storage product did you purchase?
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Q4
2015
Q1
2016
Q2
2016
Q3
2016
Q4
2016
Q1
2017
Q2
2017
Q3
2017
Q4
2017
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
17%
17%
20%
19%
22% 19
%
21%
22% 18
% 13%
13%
19%
18% 16%
12%
12%
18% 17%
19% 20
% 11%
38%
23%
23%
23%
14% 10
%
18%
13%
17%
52%
10%
30%
11%
11%
15%
11% 14
%
14% 13
%
30%
18%
11%
30%37
%40%
40%
36%
12%
39%
17%
17%
14%
41%45
%
39%47
%
10%
12%
9%
6% 4%
5%
8%
4%
6%
7%
6%
6%
8%
5%
6%5%
8%
6%
6%
9%
5%
7%
2017
What brand of garage storage product did you purchase?
Other Black & Decker Rubbermaid Stanley Cosco Sterilite0%
5%
10%
15%
20%
25%
30%
35%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
34%
18%
15%14%
13%
5%
QuarterAll
Year2017
Page 20
Garage Storage and Organization ProductsQ3 2014 - Q4 2017
Pri..
What is Being Stored Brand Recall andBrand Share
Brand Share - Top 5Brands
Reason for Purchase Reason for Selectionof Specific Item
Channels ofDistribution
Type of Retailer
2017
Which of the following best describes why you purchased a new garage storage product?
First one, did not ownpreviously
Needed an additionalone
Old garage storageproduct was staine..
Needed bigger/smallersize
0%
5%
10%
15%
20%
25%
30%
35%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
32.71%
27.32%
21.40%
18.57%
Which of the following best describes why you purchased a new garage storage product?
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Q4
2015
Q1
2016
Q2
2016
Q3
2016
Q4
2016
Q1
2017
Q2
2017
Q3
2017
Q4
2017
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
38%
38% 35%
40% 38%
29%
40% 37
%
42%
29%
29%
31%
37%
39%
27%
33%
28%
27% 28
%
32%
34%
27%
30%
27%
27%
24%
28%
31%
19%
16%
21%
19%
22%
21%
15%
19%
14%
19%
19%
21%
21%
14%
16%
13%
15%
14%
12% 18
%
10% 16
%
14%
25%
25%
24%
14%
16%
Year2017
QuarterAll
GARAGE STORAGE: REASON FOR PURCHASE
Page 21
Garage Storage and Organization ProductsQ3 2014 - Q4 2017
Pri..
What is Being Stored Brand Recall andBrand Share
Brand Share - Top 5Brands
Reason for Purchase Reason for Selectionof Specific Item
Channels ofDistribution
Type of Retailer
GARAGE STORAGE: REASON FOR SELECTION OF SPECIFIC ITEMWhy did you decide to buy the specific garage storage product that you did?
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Q4
2015
Q1
2016
Q2
2016
Q3
2016
Q4
2016
Q1
2017
Q2
2017
Q3
2017
Q4
2017
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
23% 17
%
18%
25% 17
%
17%
20%
20% 17
%
16%
16%
26%
25% 18
%
17%
13%
24%
14%
18%
16%
18%
16% 16
%
20%
20%
14%
18%
15%
10%
20%
10%
16%
13%
18%
19% 15
% 18%
12%
12%
14%
10%
11%
16% 13
%
13%
10% 18
%
15%
10%
11%
18%
13%
13%
10%
10%
14%
11%10
%
15%
15%
11%
14%
13%
10%
12%
13%
13%
13% 10
%
12%
7% 8%
5% 9%
9% 9%
6%
6%
9% 9%
9%
9%9%5% 7%
9%
7%
7%
5%
9%
7%
5% 5%
7%9%
9%
9% 8% 8%
7% 4% 4%
5% 7% 7%
4%
9%
4% 4% 5% 4% 4%
2017
Why did you decide to buy the specific garage storage product that you did?
Rig
ht s
ize
and/
or s
hape
On
sale
or c
heap
est
Sal
es a
ssoc
/dis
play
/pac
kage
Look
s/co
lor
Bes
t val
ue
Bes
t qua
lity
Rec
omm
enda
tion
or re
view
Bra
nd
Saw
an
ad
Oth
er
0%
5%
10%
15%
20%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
20%
17%
12% 12% 11%10%
7%6%
3%
0%
Year2017
QuarterAll
Page 22
Garage Storage and Organization ProductsQ3 2014 - Q4 2017
Pri..
What is Being Stored Brand Recall andBrand Share
Brand Share - Top 5Brands
Reason for Purchase Reason for Selectionof Specific Item
Channels ofDistribution
Type of Retailer
GARAGE STORAGE: CHANNELS OF DISTRIBUTIONWhere did you purchase the garage storage product?
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Q4
2015
Q1
2016
Q2
2016
Q3
2016
Q4
2016
Q1
2017
Q2
2017
Q3
2017
Q4
2017
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
83%
83% 80
%
81%
88%
88% 85% 78
%
83%
73%
73%
78%
83% 77
%
13%
10% 12
%
14% 18
%
17%
12% 19
%
13%
23%
23%
19%
9%9%
5% 7% 8%
4% 5%
2017
Where did you purchase the garage storage product?
Retail store Online Other0%
10%
20%
30%
40%
50%
60%
70%
80%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
77%
20%
3%
Year2017 Quarter
All
Page 23
Garage Storage and Organization ProductsQ3 2014 - Q4 2017
Pri..
What is Being Stored Brand Recall andBrand Share
Brand Share - Top 5Brands
Reason for Purchase Reason for Selectionof Specific Item
Channels ofDistribution
Type of Retailer
GARAGE STORAGE: TYPE OF RETAIL STOREFrom which type of retail store did you buy the garage storage product?
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Q4
2015
Q1
2016
Q2
2016
Q3
2016
Q4
2016
Q1
2017
Q2
2017
Q3
2017
Q4
2017
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
45%
46% 43
%
53%
57% 55%
56% 53
%
56%
40%
40%
47% 42
%
46%
35% 24
%
30%
25%
18%
23%
24% 25
%
20%
31%
31%
24% 27
%
24%
20%
29%
27%
22% 24%
21%
19% 23
%
24% 29
%
29%
29% 31%
30%
2017
From which type of retail store did you buy the garage storage product?
Hardware store/Homecenter
Mass/generalmerchandiser
Other0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
43%
27%
30%
Year2017
QuarterAll
Page 24
DemographicsQ3 2014 - Q4 2017
Age Marital Status Household Size Presence of Children Household Incomes Education Employment Status Re..
AGE
18-29 30-39 40-49 50-59 60 or older0%
10%
20%
30%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
13.9%
22.5% 21.8% 21.7%20.1%
Age - Purchasers of Home Storage & Organization Products
18-29 30-39 40-49 50-59 60 or older0
50
100
150
Inde
x vs
Tot
al U
S
141128
93 94
67
Age - Index vs Total US
Red = % of purchasers is significantly higher than % of total US households.Orange = % of purchasers is equal to % of total US households.Gold = % of purchasers is significantly lower than % of total US households.
18-29 30-39 40-49 50-59 60 or older0%
10%
20%
30%To
tal U
S
15.0%16.0% 17.0%
23.0%
30.0%
Age - Total US
Page 25
DemographicsQ3 2014 - Q4 2017
Age Marital Status Household Size Presence of Children Household Incomes Education Employment Status Re..
MARITAL STATUS
Married/Partnered Single Other0%
20%
40%
60%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
62%
35%
3%
Marital Status - Purchasers of Home Storage & Organization Products
Married Single Other (marital status)0%
10%
20%
30%
40%
50%To
tal U
S46.6%
29.4%
24.1%
Marital Status - Total US
Married Single Other (marital status)0
50
100
150
Inde
x vs
Tot
al U
S
133118
13
Marital Status - Index vs Total US
Red = % of purchasers is significantly higher than % of total US households.Orange = % of purchasers is equal to % of total US households.Gold = % of purchasers is significantly lower than % of total US households.
Page 26
DemographicsQ3 2014 - Q4 2017
Age Marital Status Household Size Presence of Children Household Incomes Education Employment Status Re..
HOUSEHOLD SIZE
One Two Three Four or more0%
10%
20%
30%
40%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
16%
40%
19%
25%
Household Size - Purchasers of Home Storage & Organization Products
One Three Two Four or more0%
10%
20%
30%
Tota
l US
27.0%
16.0%
34.0%
23.0%
Household Size - Total US
One Two Three Four or more0
50
100
Inde
x vs
Tot
al U
S
116 121108
60
Household Size - Index vs Total US
Red = % of purchasers is significantly higher than % of total US households.Orange = % of purchasers is equal to % of total US households.Gold = % of purchasers is significantly lower than % of total US households.
Page 27
DemographicsQ3 2014 - Q4 2017
Age Marital Status Household Size Presence of Children Household Incomes Education Employment Status Re..
PRESENCE OF CHILDREN IN HOUSEHOLD
None 1 2 3 or more0%
20%
40%
60%
% o
f Tot
al N
umbe
r of R
espo
nden
ts 60%
18%16%
7%
Presence of Children in Household - Purchasers of Home Storage &Organization Products
None 1 2 3 or more0%
20%
40%
60%
Tota
l US
67.9%
10.7% 10.7% 10.7%
Presence of Children - Total US
None 1 2 3 or more0
50
100
150
Inde
x vs
Tot
al U
S
170
145
88
61
Presence of Children - Index vs Total US
Red = % of purchasers is significantly higher than % of total US households.Orange = % of purchasers is equal to % of total US households.Gold = % of purchasers is significantly lower than % of total US households.
Page 28
DemographicsQ3 2014 - Q4 2017
Age Marital Status Household Size Presence of Children Household Incomes Education Employment Status Region .
HOUSEHOLD INCOME
Less than $25,000 $25,000-$49,999 $50,000-$74,999 $75,000-$99,999 $100,000-$124,999 $125,000 or more0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
22%
24%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
12%
24%
22%
16%
10%
16%
Household Income - Purchasers of Home Storage & Organization Products
Page 29
DemographicsQ3 2014 - Q4 2017
Marital Status Household Size Presence of Children Household Incomes Education Employment Status Region Region List .
EDUCATION
Less than high school degree High school degree or equivalent (e.g.,GED)
Some college but no degree Associate or bachelor degree Graduate degree0
100
200
Inde
x vs
Tot
al U
S
115
142
197
11
54
Education - Index vs Total US
Red = % of purchasers is significantly higher than % of total US households.Orange = % of purchasers is equal to % of total US households.Gold = % of purchasers is significantly lower than % of total US households.
Less than highschool degree
High schooldegree
Some college butno degree
Associate orbachelor degree
Graduate degree0%
10%
20%
30%
40%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
14.99%
24.26%
37.61%
21.67%
1.47%
Education - Purchasers of Home Storage & Organization Products
Less than highschool degree
High schooldegree or equi..
Some college butno degree
Associate orbachelor degree
Graduate degree0%
10%
20%
30%To
tal U
S
13.4%
27.8%
21.1%
26.5%
11.0%
Education - Total US
Page 30
DemographicsQ3 2014 - Q4 2017
Household Size Presence of Children Household Incomes Education Employment Status Region Region List About RMG .
EMPLOYMENT
Employed, workingfull-time
Employed, workingpart-time
Not employed Other0%
20%
40%
% o
f Tot
al N
umbe
r of R
espo
nden
ts
51%
13% 15%
21%
Employment Status - Purchasers of Home Storage & OrganizationProducts
Employed, workingfull-time
Employed, workingpart-time
Not employed Other (employment)0%
10%
20%
30%
Tota
l US
35.0%
13.0%
34.0%
17.0%
Employment Status - Total US
18-29 30-39 40-49 50-59 60 or older0
50
100
150
Inde
x vs
Tot
al U
S
141128
93 94
67
Age - Index vs Total US
Red = % of purchasers is significantly higher than % of total US households.Orange = % of purchasers is equal to % of total US households.Gold = % of purchasers is significantly lower than % of total US households.
Page 31
DemographicsQ3 2014 - Q4 2017
Pre..
Household Incomes Education Employment Status Region Region List About RMG Contact Info
REGION
New England Middle Atlantic South Atlantic East North Central East South Central West North Central West South Central Mountain Pacific0
50
100
Inde
x vs
Tot
al U
S
121 117105
117 112
8875
93 88
Region - Index vs Total US
Red = % of purchasers is significantly higher than % of total US households.Orange = % of purchasers is equal to % of total US households.Gold = % of purchasers is significantly lower than % of total US households.
New
Eng
land
Mid
dle
Atla
ntic
Sou
th A
tlant
..
Eas
t Nor
thC
entra
l
Eas
t Sou
thC
entra
l
Wes
t Nor
thC
entra
l
Wes
t Sou
thC
entra
l
Mou
ntai
n
Pac
ific
0%
5%
10%
15%
20%
% o
f Tot
al N
umbe
r of R
ecor
ds
14.2%15.5%
18.1% 17.5%
5.7%6.7%
8.9%7.6%
5.8%
Region - Purchasers of Home Storage & Organization Products
New
Eng
land
Mid
dle
Atla
ntic
Sout
hA
tlant
ic
East
Nor
thC
entr
al
East
Sou
thC
entr
al
Wes
t Nor
thC
entr
al
Wes
t Sou
thC
entr
al
Mou
ntai
n
Paci
fic
0%
5%
10%
15%
20%
Tota
l US
16.2%
13.2%
19.4%
15.0%
11.8%
6.6%
4.7%
7.2%6.0%
Region - Total US
Page 32
DemographicsQ3 2014 - Q4 2017
Pre..
Household Incomes Education Employment Status Region Region List About RMG Contact Info
CENSUS REGIONS
Northeast Region· New England Division: Connecticut, Maine, Massachusetts, NewHampshire, Rhode Island and Vermont· Middle Atlantic Division: New Jersey, New York and PennsylvaniaMidwest Region· East North Central Division: Illinois, Indiana, Michigan, Ohio andWisconsin· West North Central Division: Iowa, Kansas, Minnesota, Missouri,Nebraska, North Dakota and South DakotaSouth Region· South Atlantic Division: Delaware, District of Columbia, Florida,Georgia, Maryland, North Carolina, South Carolina, Virginia and WestVirginia· East South Central Division: Alabama, Kentucky, Mississippi andTennessee· West South Central Division: Arkansas, Louisiana, Oklahoma andTexasWest Region· Mountain Division: Arizona, Colorado, Idaho, Montana, Nevada, NewMexico, Utah and Wyoming· Pacific Division: Alaska, California, Hawaii, Oregon and Washington
Page 33
DemographicsQ3 2014 - Q4 2017
Pre..
Household Incomes Education Employment Status Region Region List About RMG Contact Info
We help housewares executives avoid making costly product and marketing mistakes so they can accomplish their business objectives, maketheir numbers, and maybe even get promoted. When clients are having trouble making product, packaging, or marketing decisions becausethey don’t have enough information, we provide the market intelligence and consumer insight they need to make an informed decision.We’ve been helping executives make better decisions at IRIS USA, Cuisinart, Jarden, DKB, Bradshaw, Progressive, Chef’N, and many otherhousewares companies for 25 years.
Specializes Exclusively In Housewares: RMG is the only market research company that specializes exclusively in the housewares industry.
Knowledgeable about Housewares Industry: Our housewares experience is vast and deep. There’s no learning curve, because we thoroughlyunderstand the market dynamics, channels of distribution, consumers, history and trends, and marketing issues. Not only do we understandthe housewares industry, we also understand your budgetary constraints. In most cases, we can do a market research project for less thanwhat other market research firms would charge you … and because of our industry expertise, you get richer deeper insight.
Expertise in Research and Analysis: We have extensive experience with online surveys, product concept tests, market and competitiveassessments, and home-use tests.
Actionable Insight: We don’t just give you the data, we tell you what the ramifications of the data are, and what you should do as a result.
Proprietary Consumer Panel: RMG is the only market research company with a proprietary housewares-focused Market Research OnlineCommunity (MROC). Our proprietary panel of HomeTrend Influentials is the bellwether for the mainstream population because they pick upon new home-related trends and embrace new technologies and home goods much sooner than the rest of the U.S. population.
Proven Track Record/Satisfied Clients: RMG has serving housewares manufacturers, industrial design firms, inventors, and industry tradeassociations for over 25 years. Many of our clients have been working with us for a number of years. The vast majority of our clients arehighly satisfied with the projects that we’ve done for them and are very likely to recommend RMG to others.
Page 34
DemographicsQ3 2014 - Q4 2017
Pre..
Household Incomes Education Employment Status Region Region List About RMG Contact Info
Contact Information
A.J. [email protected]
Page 35