home improvement and home organization trendtracker 2014

HOME IMPROVEMENT & ORGANIZATION

TRENDTRACKER 2014

Riedel Marketing Group

Table of ContentsABOUT THE TRENDS ………………………………………………………………….............................3

WHY WE CONDUCT THE SURVEY WITH THE HOMETREND INFLUENTIALS PANEL ………….4

HOMETREND INFLUENTIALS PANEL DEMOGRAPHCS ……………………………………………..5

HOW WE GATHER THE DATA ……………………………………………………................................6

HOME IMPROVEMENT TRENDS………………………………………………………………………… 7

Past year home improvement projects.

Anticipated home improvement projects.

Home improvement growth trends.

Types of home improvement projects being done.

HOME ORGANIZATION AND STORAGE …………………………………….…………………..………11

Emotional impact of being disorganized.

Changes in how organized consumers are feeling.

Reasons for changes in attitude about how organized home is

Changes in the amount of home organization or storage solutions being purchased.

Types of home organization and storage solutions being purchased.

Past year garage make-over, remodeling, and/or re-organization project.

Anticipated garage make-over, remodeling, and/or re-organization project in the next year.

Type of garage make-over, remodeling, and/or re-organization project planned for the next year.

APPENDICES ………………………………………………………………………...………………………18

About the author

About Riedel Marketing Group

Riedel Marketing Group contact info

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About the Trends

Home Improvement and Home Organization TrendTracker 2014 focuses on longer

term attitudinal and behavioral trends and changes in home-related activities that

are having – and will continue to have -- a profound impact on the housewares industry.

When consumers make changes in their home-related habits and practices, their needs

change – and the types of housewares products they buy and use change.

Housewares manufacturers ignore these trends at their own peril. They run the risk of

missing out on new growth opportunities, falling behind more trend-savvy competitors,

and eventually going the way of the buggy whip makers who failed to adjust to a new

trend that made their product obsolete.

Because we focus on the gradual shifts in consumer attitudes and behaviors, the major

trend themes that we track and monitor don’t typically change dramatically from

year to year. The drivers or underlying trends that impact consumer attitudes and

behaviors do not come and go in a year or two. For example, as they have for the past

several years, the economy, mobile technology, and social media are still driving

changes in consumer attitudes and behaviors.

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Why We Conduct the Survey with the Hometrend Influentials Panel

HomeTrend Influentials are home owners who like their homes to look up-

to-date and like to keep their fingers on the pulse of what is new for the

home. They are constantly redecorating and making improvements to their

homes. They enjoy talking with their family, friends, and co-workers about

what’s new for the home and they are sought out by friends and family for

advice on what to buy for their homes and what to do to their homes. They

are very active in community, civic, and political activities. They readily try

new food, household cleaning, laundry, and housewares products that they

see advertised or in stores and they eagerly recommend the products that

they really like to others.

HomeTrend Influentials pick up on new home-related trends and embrace

new home goods much sooner than the rest of the U.S. population. As

such, these influential consumers are the bellwether for predicting changes

in the behaviors, habits and practices, and attitudes of mainstream

Americans. If HIPsters embrace a new product, very likely it is going to be

embraced by mainstream Americans within a couple of years. If HIPsters

reject a new product, very likely the product is not going to be embraced by

mainstream Americans either.

Home Improvement & Organization TrendTracker 20145

HomeTrend Influentials Panel Demographics

Female: Although 5% of the HIPsters are male, the panel skews

predominantly female.

Early to mid 40's: Although a few are over 55 years of age, 20% of

HomeTrend Influentials Panel members are between the ages of 25 to 34

years old, 39% are between 35 to 44 years old years of age, and 31% are

between the ages of 45 and 54.

Middle/upper class: 34% of HomeTrend Influentials Panel members have

household incomes of less than $100,000, 37% have household incomes

of between $100,000 and $150,000, and 28% have household incomes of

more than $150,000.

Employed: More than three quarters of HomeTrend Influential Panel

members are in workforce. Two thirds of those in the workforce are

employed full-time.

Married: 87% of the HIPsters are married.

Children living at home: 57% HomeTrend Influentials Panel members have

children at home.


How We Gather the Data

The primary source of insight used to identify the major trends of 2014 was

primary consumer research conducted by Riedel Marketing Group with

the company’s proprietary HomeTrend Influentials Panel (HIP).

Three in-depth online surveys were conducted with the HomeTrend

Influentials Panel in October 2013.

In addition to conducting primary consumer research with the HomeTrend

Influentials Panel, we glean insight from an array of other resources

including business publications, other market research companies and

consultants, and trade associations.

Housewares TrendTracker 2014 is written and edited by RMG Senior

Partner A.J. Riedel, a highly regarded marketing authority, forecaster of

consumer trends, and advisor to many housewares companies. Riedel has

been tracking housewares and home goods trends since 1999.

Home Improvement & Organization Trend Tracker 20146

http://www.4rmg.com/research-data-collection-and-analysis/hometrend-influentials-panel/

HOME IMPROVEMENT TRENDS


Americans will be doing more home improvement projects over the next couple of years than they have since before the recession.

Yes44%

No56%

44% of HomeTrend Influentials did at least one major home improvement or

remodeling project in the past year.

Yes52%

No48%

52% of HomeTrend Influentials are planning to do at least one major home

improvement or remodeling project in the next year or so.


Sales of home improvement products are trending up.

Lowe’s Companies, Inc. third quarter sales increased 7.3%. Comparable

sales for the quarter increased 6.2%. 1

Home Depot’s revenue for the company climbed 7% to $19.47 billion from

$18.13 billion exceeding Wall Street’s expectations. 2

1 http://www.homeworldbusiness.com/Financials/Lowe's-Reports-Sales-Earnings-Growth-In-Q3/231662 http://www.usatoday.com/story/money/business/2013/11/19/home-depot-earnings/3637345/

“The home improvement industry is poised for persisting growth in the

fourth quarter and further acceleration in 2014.” Robert Niblock,

Lowe’s chairman, president and CEO


http://www.homeworldbusiness.com/Financials/Lowe's-Reports-Sales-Earnings-Growth-In-Q3/23166

http://www.usatoday.com/story/money/business/2013/11/19/home-depot-earnings/3637345/

Cosmetic improvements such as painting and replacing flooring and remodeling the bath or kitchen are the most popular home improvement projects.

What major home

improvement or

remodeling project(s)

did you do?

What types of home

improvement or

remodeling projects are

you planning to do?

Paint multiple rooms or the exterior of the house 48% 38%

Landscape 38% 29%

Add or remodel the bath 32% 30%

Replace flooring 32% 38%

Remodel the kitchen 30% 21%

Install built-in closet organizers or built in cabinetry 20% 17%

Add or expand a room 10% 8%

Replace multiple windows 18% 12%

Replace or majorly repair the roof 18% 12%

Finish/remodel the basement 6% 12%


HOME ORGANIZATION TRENDS


Home Organization is major source of stress for Americans

Eighty-four percent of recently

stressed Americans say they worry

that their home isn't clean or

organized enough.

Within that group, 55 percent called

it out as a source of recent stress.

Among all those who experienced

some level of stress about home

organization, nearly a third

expressed being very or extremely

stressed by their homes.

And it wasn't just a stressor for

women: 81 percent of men and 87

percent of women who reported

experiencing anxiety over home

upkeep.

http://www.huffingtonpost.com/2013/05/22/home-organization-stress-

survey_n_3308575.html?view=print&comm_ref=false

Worrying that their home isn’t clean or

organized enough is the fifth most

common stress trigger among recently

stressed Americans.


http://www.huffingtonpost.com/2013/05/22/home-organization-stress-survey_n_3308575.html?view=print&comm_ref=false

Not surprisingly, people feel more organized after they have done home organization projects. They feel less organized when they don’t have time to keep up with the clutter.

More organized

44%

Less organized16%

About the same40%

44% of HomeTrend Influentials are feeling more organized than they did a year or two ago.

0% 10% 20% 30% 40%

don't have time

have too much clutter

change in household composition

don't have enough storage space

in the midst of remodel/move

other

The reason HomeTrend Influentials are feeling less organized is because they don’t have enough time to get and stay organized.

0% 5% 10% 15% 20% 25% 30% 35%

cleaning out /getting rid of junk

am spending on organization projects

have more time to clean and organize

moved recently

bought products to keep things organized

have gotten a handle on staying organized

remodelled

have more storage space

other

The reason many of the HomeTrend Influentials are feeling more organized is because they have been

spending time on home organization projects.


Americans are purchasing more home organization and storage solutions than they did a year ago.

Yes39%

No61%

39% of HomeTrend Influentials purchased more home organization or storage solutions than they did a year ago.

Home Improvement & Organization Trend Tracker 201442

They are buying more containers with stacking lids than any other type of home storage product.

A larger percent of HomeTrend Influentials purchased containers with lids in 2013 than did in

2012.

2013 2012

Containers that stack with lids 71% 60%

Wall-mounted hooks/hanging solutions 43% 48%

In-drawer organizers 43% 39%

Closet shelving/systems 39% 61%

Dressers/book shelves and other

furniture with storage33% 50%

Filing boxes and/or cabinets for

paperwork25% 31%

Storage bags 20% 16%0% 20% 40% 60% 80%

Containers that stack with lids

Wall-mounted hooks/hangingsolutions

In-drawer organizers

Closet shelving/systems

Dressers/book shelves and otherfurniture with storage

Filing boxes and/or cabinets forpaperwork

Storage bags

71% of HomeTrend Influentials purchased containers with stacking

lids.


Americans are tackling their cluttered garages ...

Yes24%

No76%

24% of HomeTrend Influentials did a make-over, remodeling, and/or re-organization project in their garage in the past year.

Yes42%

No58%

42% of HomeTrend Influentials plan to do a make-over, remodeling, and/or re-

organization project in their garage in the next year.


… And buying storage and organization products so that they can get their garages organized.

0% 10% 20% 30% 40% 50% 60%

Add shelves and/or hooks to the walls

Purchase containers to store small and large items

Epoxy the garage floor

Add overhead storage

Install a workbench and/or cabinets

Other

54% of HomeTrend Influentials are planning to add shelves and/or hooks to the walls of their garage in the next year. 39% are planning to buy storage

containers.


APPENDICES

18

About the Author

A.J. Riedel, Senior Partner of Riedel Marketing

Group (RMG), is a highly regarded marketing

authority in the housewares industry, the top

forecaster of housewares trends, and an

advisor to many housewares companies. A.J.

has 24 years of experience and an excellent

track record in the housewares industry. Her

knowledge and understanding encompasses

market dynamics, channels of distribution,

housewares consumers, and trends impacting

the industry, and marketing issues in the

housewares industry.


About Riedel Marketing Group

For over 22 years, Riedel Marketing Group (RMG) has been providing housewares

companies with market and consumer data and insight that helps them make informed

product and marketing decisions with confidence. Housewares manufacturers, ranging

from large Fortune 500 corporations to smaller privately owned companies, seek our

expertise. Past and current clients include Cuisinart, Jarden, Newell Rubbermaid,

Progressive International, Chef’N, Jokari, Dexas, Bradshaw International, and the

International Housewares Manufacturers Association (IHA).

Specializes Exclusively In Housewares: RMG is the only market research

company that specializes exclusively in the housewares industry.

Knowledgeable about Housewares Industry: I understand market dynamics,

channels of distribution, consumers, history and trends, and marketing issues.

Expertise in Research and Analysis: I have extensive experience with online

surveys, product concept tests, market and competitive assessments, and home-use

tests.

Actionable Insight: I answer not just the “what” questions but also the “so what”

(what are the ramifications of the data) and “now what” (what do we do as a result of this

study) questions.

Proprietary Consumer Panel: RMG is the only market research company with a

proprietary housewares-focused Market Research Online Community (MROC).

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Riedel Marketing Group Contact Information

602-840-4948

5327 E. Pinchot Ave., Phoenix AZ 85018

[email protected]

www.4rmg.com

www.twitter.com/AJRat4RMG

http://www.linkedin.com/company/riedel-marketing-group

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mailto:[email protected]

http://www.4rmg.com/

http://www.twitter.com/AJRat4RMG

http://www.linkedin.com/company/riedel-marketing-group

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