Windows & Doors Market Infographic
What are the best brands and outlets in US Windows & Doors market share? - An infographic
TraQline answers the "who", "what", "where", "when", "why", and "how" for windows & doors market shares. Our quarterly survey will help you understand who's buying windows & doors, where they're buying them, and what drives their decisions. Our Windows & Doors Market infographic will help you answer the following questions about the US Windows & Doors market and how it is changing...
Who is leading sales in the windows & doors market?
Our infographic will give you greater details, but for now, here’s what you need to know about the market leaders in Window/Doors for 4Q Ending Mar 2022:
- Andersen continues to lead all other brands for 4Q Ending Mar 2022 (about 10% of unit share). They have maintained their lead for the last 5 years. However, Andersen dollar share (while still the clear leader) dropped just over 3 points to 15% versus this time last year.
- Home Depot continues to be the outlet leader (about 26%) but is down significantly (almost 1.5 points) versus this time last year. Window/Millwork Specialty purchases increased significantly in both unit and dollar share versus this time last year (2.2 and 1.3 points respectively). Additionally, Window/Millwork Specialty unit share (while still a smaller player at 14% unit share) has increased significantly the past two years.
How much do consumers spend on windows & doors?
When buying a product in the Windows/Doors aggregate, the 4Q ending Mar 2022 industry average price paid is $1,338 (up just over $250 after a dip in 2021).
However, the average amount spent at different outlets can vary. For example:
- Big-box stores like Home Depot/Lowe’s/Menards historically show significantly lower average price paid – likely due to smaller project sizes like routine maintenance or minor repair (hence, a smaller number of products purchased).
- Alternatively, average price for specialty and contractors are historically higher than the industry average ($3,174 and $2,018 respectively). Again, likely due to project size.
What demographic is buying windows & doors?
Just who buys windows & doors? TraQline's census-balanced respondent pool has given us insights like:
- Not surprisingly, most purchasers are homeowners (>85% across all outlets are homeowners). Window/Millwork Specialty do show the highest incidence of home ownership at 92%.
- About two-thirds of Window/Door purchasers are married and have a female involved in the purchase decision.
- The Window/Door purchase decision is typically by those that are a college graduate or higher.
- In 4Q ending Mar 2022 around 42% purchasers have a household income of $100,000 or more.
Windows & Doors Market - Online Sales Trends:
Brick & Mortar remains the most popular sales channel (55%). Here are some of the trends that TraQline has uncovered:
- After a significant decrease in brick & mortar share for 4Q ending Mar 2021 due to pandemic concerns, 4Q ending Mar 2022 share is up slightly from this time last year. Online sales in general are down significantly from this time last year.
Windows & Doors Market Share Facts:
Curious about other information TraQline's survey has uncovered? Here's another preview for you:
- As seen in previous years, “Competitive price” remains the top reason for retailer purchase in 4Q ending Mar 2022.
- For 4Q ending Mar 2022 Home Depot continues to lead other major retailers in outlet draw (43%) and outlet close (61%). Lowe’s continues to stay similar to Home Depot for outlet draw (41%), but also continues to lag behind Home Depot for outlet close (54%).
- In 4Q ending Mar 2022, 55% of ALL purchasers shopped only one outlet. Most major retailers have similar rates. However, those purchasing from Window/Millwork Specialty or a Contractor are higher – about 61% only examined one source for purchase.
To see everything we've included on our infographic, fill out the form below and download your own copy:
Sealy's Rank and Other Mattress Industry Trends You Should Know
While we all have sleepless nights once in a while, getting a good night’s sleep is important to your overall well-being. Studies show that getting quality sleep time regularly will improve brain function, help ward off germs, and help improve blood pressure and heart health.
Since we spend roughly one-third of our lives asleep, the mattress industry plays an important role in overall health. Keeping up to date on mattress industry trends is vital as well for manufacturers and retailers.
With so many mattress options available, from traditional brands found in brick-and-mortar stores to direct-to-consumer (D2C) brands purchased online, the mattress market is an exciting and highly competitive space. Using TraQline data, along with reports from the sleep industry, we can highlight some of the most interesting mattress industry statistics.
Mattress Market Share by Manufacturer (US)
Sealy tops the list with 15% market share. Both Sealy and #2 Serta have seen their market share stabilize somewhat in the past year, after having lost share in previous years. D2C brands Purple and Nectar come in 4th and 6th, respectively. Nectar had the second-highest growth rate for unit share over the past year and has had significant increases in share for four of the last five years.
Top Mattress Brands 2022
- Sealy
- Serta
- Tempur-Pedic
- Purple
- Beautyrest
- Nectar
Who Owns Which Mattress Brands?
Mattress manufacturers often own multiple brands, such as Tempur-Sealy International, which owns Tempur-Pedic and Sealy. Serta and Beautyrest are owned by Serta Simmons Bedding. Tuft and Needle, a D2C brand that didn’t make the top six brand list, was acquired by Serta Simmons as well.
Mattress Retailer Market Share (US)
A mattress market analysis by TraQline shows that eCommerce retailer Amazon ranks first among all outlets, with a 15% share of the market.
Top Mattress Retailers 2022
- Amazon
- The Mattress Firm
- Walmart
- Mattress Store
- Internet
- OT Furniture Store
The top three sellers—Amazon, The Mattress Firm, and Walmart—account for 35% of the total mattress market. The Mattress Firm saw significant year-over-year growth and unseated Walmart for second place as of Q1 2022.
Demographics of Mattress Buyers
When it comes to purchase decisions, women tend to be the primary decision makers—48% of mattress buyers are female. Couples also make a joint decision 34% of the time. While 58% of buyers own their home, those renting are most likely to make their mattress purchase from Walmart.
Mattress Industry Statistics You Need to Know
Here are a few other mattress industry statistics you should know about:
Most Frequently Purchased Mattress Size
The most frequently purchased mattress size is a Queen, with Full-Sized mattresses coming in a distant second.
Lie-Down Tests Are Declining
After two years of significant growth, online mattress sales declined significantly year over year. However, the majority of buyers still do not perform a lie-down test on a mattress before purchasing. In the rolling four quarters (R4Q) ending Q1 2022, about 53% of buyers did not test their mattress. This is down significantly from last year. As COVID restrictions continue to ease, we expect that number to tick back down as it becomes more feasible for shoppers to test a mattress before they make their purchase.
Average Mattress Purchase Price
TraQline mattress market analysis reveals that the average price paid for a mattress is $754, a nearly 16% increase over the average price paid this time last year.
How Often Do People Replace Mattresses?
The most common age a mattress was when it was replaced was 10 years, followed by five. We also track dozens of additional data points for the mattress industry, including buying trends for:
- Inner-spring coil mattresses
- Pocketed-spring coil mattresses
- Foam mattresses
- Water mattresses
- Air mattresses
- Hybrid mattresses
Looking for different categories or want to see more mattress industry statistics? Contact TraQline today.
About TraQline
You need unparalleled insight into consumers’ minds. TraQline’s data marries technology and sound consumer insights research to help you make better decisions, faster.
We provide detailed research to give you a competitive advantage.
- Competitive sales, such as market share, brands and retailers, regional performance, and sales by price
- Line reviews, such as retailer share, popular features, retailer and competitor weakness
- Pricing trends over the past 10 years for all brands and retailers, including feature pricing
- Market analysis for online vs. brick-and-mortar sales for all brands and retailers
- Shopping trends, including which stores were bought, why consumers purchased, brands shopped but not bought, the number of stores shopped, and showrooming
Can these insights help you grow your business? Whether you want a more in-depth mattress market analysis or want to see the latest trends in another industry, contact TraQline today.
2022 Barbecue Grill Market Share Data
Grills, smokers, griddles—this surprisingly competitive market is only months away from its most active season. Manufacturers and retailers alike are gearing up in the fight to gain market share and earn consumer dollars. The experts at TraQline are here to help. While our quarterly reports offer the full details on this industry, we are here to share a sneak peek of the trends, insights, statistics, and metrics uncovered in our Q1 2022 report on barbecue grill equipment data.
Barbecue Grill Brand Performance
When working to gain market share, it is essential to understand what motivates customers to choose certain grill brands. Let’s take a closer look:
How do customers choose which brand of barbecue grill to purchase? The leading motivator in both the US and Canada for customers was pricing. In both markets, this motivator was followed by desired features, quality of product, brand name, and right grill size.
Which brands came out on top? In the US, Weber earned the highest consumer dollar share in the grill industry market—followed by Char-Broil, Blackstone, Traeger, and PitBoss. All other barbecue grill brands combined shared the remaining consumer dollars—which accounted for nearly half.
Weber was also the leading brand name in the Canadian market. Napoleon followed in second place, and in turn was trailed by Broil King, Trager, and Master Chef.
Barbecue Grill Retailer Performance
How do customers choose a retailer when buying a barbecue grill? Competitive pricing was also the leading motivator for customers when choosing a retailer for their barbecue grill purchase in both the US and Canadian sales. In both markets, this was followed by the retailer's selection of products and convenience of location.
Which retailers took the top spots? In the US, Home Depot came out on top for consumer dollar share—narrowly passing Lowe’s. Walmart took third place for consumer dollars. Meanwhile, Canadian Tire took the top spot in Canada. This was followed closely by Home Depot and Costco.
Online vs. In-Store Barbecue Grill Sales
What is the best way to reach consumers in the grill industry? In recent years, most industries are finding the majority of their shoppers online. However, despite the continuation of the COVID-19 pandemic and the convenience of online buying, brick-and-mortar sales still largely dominate the grill industry in both the US and Canada.
However, online presence is still essential in this industry—with a large majority of consumers reporting that they used online shopping tools to compare grill prices before making a purchase.
TraQline: Your Source of Grill Industry Market Share Insights
You can stay ahead of the grill industry with TraQline. Our market research professionals offer 100% industry coverage—including the Charcoal Grill, Gas Grill, Pellet Grill, Smoker, and Griddle data categories. The above overview merely scratches the surface of the insights our quarterly TraQline reports have to offer. We invite you to contact our professionals to learn more about our market research offerings or get started today.
How Hybrid POS is Changing the Major Appliances Game
Manufacturers and retailers alike have long relied on traditional POS systems to provide insight into consumer behavior – what they buy, why they buy, and where they buy. Although POS systems have helped companies gather information, that information is limited in scope and therefore limited in the value it returns. TraQline’s Hybrid POS™ (HPOS™) tool changes the equation by delivering specifics not available through any other product on the market. We sat down with the previous Director of Market Development at The Stevenson Company, to learn more.
This interview has been edited and condensed for clarity.
Jack has graciously agreed to join me today to discuss how the company developed its innovative SKU Metrix™ product and how that, in turn, became a key component of TraQline’s Hybrid POS product. So let's go ahead and jump in here.
Can you tell me a little bit about your background in the industry?
Sure, Corinne. I started my career with GE and had a 40-year career with the company in various sales and marketing leadership roles. I did a little bit of everything at GE relative to selling and marketing appliances. After about 15 months in retirement, I came to work for The Stevenson Company (TSC) about 12 years ago as Director of Market Development for TraQline.
Would you explain a little bit more about the role that you've taken on here at TraQline?
I initially started working with TraQline accounts primarily with Walmart when we had just signed up Walmart. But I've worked with a lot of the major accounts here at Stevenson-- Walmart, Ace Hardware, Best Buy, and national buying groups, which I ran at GE for the last 17 years of my career there. It’s been a bit of a blending of my two careers, and I’ve been able to continue building on relationships with key contacts and leaders at both manufacturers and retailers. A lot of what I've been able to do at TSC is help lead the development and sales of two products -- Like, Grade & Quality (LG&Q™), which is now called the SKU Metrix, in 2014 and Hybrid POS™ (HPOS™) in 2020.
Can you tell us more about SKU Metrix? What was the inspiration for developing the tool?
It largely stemmed from my experience as the leader of GEA’s Commercial team for tracking competitive information across the Major Appliance (MA) industry and presenting the findings to senior leadership. Because this was occurring in the 1980s, before the emergence of the internet, it was a laborious task taken on by over-qualified staff that required an all-hands-on-deck approach as the process was not easily automated. The motivation to develop it at TSC was to launch it in sync with a traditional POS system. The idea was to have a web-based model comparison tool with SKU photos, features, and prices.
The resulting product, LG&Q™ -- which we now call SKU Metrix, enabled us to provide clients with the industry’s most comprehensive go-to website for timely and accurate competitive information. The tool now includes over 17,000 SKUs for features and retail internet pricing information and SKU comparisons for both our clients’ SKUs and their competitions’ SKUs. We took a lot of the “grunt work“ out of the data-gathering process for a big productivity hit for our clients. It has given clients and their teams and associates more quality time to spend on analyzing the data and developing their action plans.
My understanding is that SKU Metrix is a key component of the new Hybrid POS for Major Appliances – how does it fit in?
SKU Metrix really complements our Hybrid POS™ tool. The elements of it are used in the HPOS™ modeling process to validate the SKUs and the features on the SKUs. When clients use SKU Metrix jointly with Hybrid POS data, they gain more insights, especially for feature/price value comparisons and for preparing product gap analyses. Clients can see where gaps exist between what SKUs the competition has versus the offerings they have in the market. The data helps product teams as they work to fill out their lineups across price points.
Can you tell me a little bit about Hybrid POS and what is the inspiration behind creating that product?
TSC was initially not successful in getting the Big Three retailers to participate in its POS system. Only Best Buy was on board. But in the Fall of 2020, Dave Stevenson led his team of data scientists in the development of a proprietary modeling process for estimating SKU and brand shares within the Big Three retailers to see what the top brands were and what the top SKUs were. From there, our entire organization participated in developing and driving the commercialization process from a six-month Beta trial through launch.
Sounds pretty powerful…who is the tool for, that is who should be using it?
The primary users are the manufacturers’ product teams because they're getting access to information that they don't have. Prior to using Hybrid POS, they've had to just estimate the data or source from their own internal data. The brand teams like to see this data for comparison of brands within their brands as well as competitive brands that they target. On the retailer side, merchants and buyers also find the tool a valuable resource for comparing their offerings with those of their competitors’.
But one of the biggest users that we see for HPOS is the national account sales teams because they now are getting information that is not just on their sales, which they already know from in-house, but they also get to see comparative SKUs from their competition. That's one big advantage they now have that they didn't have with traditional POS systems.
What makes TraQline HPOS unique?
Two things. First, it’s the only POS system of any kind available in the MA industry. Second, and foremost, HPOS™ provides valuable monthly insights into the Big Three retailers and brands -- far beyond a traditional POS system, which really just shows how a client’s SKUs are performing against the total industry, not specifically by any given retailer or given brand. The data provided by an HPOS includes estimated SKU shares and brand shares within and in aggregate for the Big Three retailers.
How should HPOS be used?
Clients can use HPOS to track SKUs and brand market shares and retail pricing. In doing our modeling, we look at a bunch of different factors…even using details such as the page positioning of SKUs on the manufacturer's websites, and we track and note the positioning of SKUs on the retailer’s floor. We put a rating on those positions on the floor so that we can show a higher value for SKUs that are in a better position. For example, if the SKU is on an end cap, that gets a higher position than if the product is in line. We also put a high value if the SKU is in a designated floor or kitchen setting, such as a vignette.
Manufacturers can use the tool to develop a Balance of Sale leverage with retailers. They can tell from the tool how much sales percent to total sales a brand is delivering for the retailer. Using planograms, we can determine what percent of floor that brand is enjoying, that is the number of SKUs on the floor. While retailers and the brands can put all the SKUs they have on a website, they can place only so many on a floor. This tool can be especially beneficial to the merchants because it allows them to determine with clients which SKUs would be most important to have on the floor for consumers to see in real time when they're shopping.
Last, Hybrid POS is a tremendous resource for vendors and clients to use when preparing for those monthly and quarterly meetings.
How does HPOS mesh with other tools our organization has? (i.e. How does it gel with TraQline? Sell-through data?)
The quarterly TraQline Survey provides complementary info to clients on consumer behavior, such as on-line versus brick-and-mortar shopping and purchases. Clients also gain geo/demographics that clarify why consumers bought particular brands and where they bought them. In addition, market data on the Rest of Market (ROM) beyond the Big Three and product categories and configurations not in HPOS™ is available.
Have you ever had a client tell you about an "OMG" moment when they used HPOS or SKU Metrix?
Yes, just recently, a client’s Marketing Director used HPOS™ data for the first time in his presentation to the President and other business leaders. He followed up later to say, “They loved HPOS™!”
In another instance, a manufacturer’s sales leader asked if we could tell if one of their key SKUs was being displayed on the retailer’s sales floors. Planogram easily let him know that only 1 of 9 stores had the SKU on the floor. This information enables the salesperson to go back to the retailer to determine a better plan for getting his product on more floors.
It sounds like this tool is really becoming a gamechanger for our clients. Thank you so much Jack for taking time today to talk with me about the value Hybrid POS is providing our clients.
How Hybrid POS™ is Changing the Major Appliances Game – By Jack Cruse
Manufacturers and retailers alike have long relied on traditional POS systems to provide insight into consumer behavior – what they buy, why they buy, and where they buy. Although POS systems have helped companies gather information, that information is limited in scope and therefore limited in the value it returns. TraQline’s Hybrid POS™ (HPOS™) tool changes the equation by delivering specifics not available through any other product on the market. TraQline Content Marketing Manager Corinne Clements sits down with Jack Cruse, Director of Market Development at The Stevenson Company, to learn more.
This interview has been edited and condensed for clarity.
Corinne: Hi. This is Corinne Clements, the content marketing manager here at TraQline™, and today I’m sitting down with our very own Director of Market Development, Jack Cruse. Jack, how are you today?
Jack: I’m doing great, Corinne. How are you?
I can’t complain. It’s a beautiful morning. Jack has graciously agreed to join me today to discuss how the company developed its innovative SKU Metrix™ product and how that, in turn, became a key component of TraQline’s Hybrid POS product. So let’s go ahead and jump in here.
Jack, can you tell me a little bit about your background in the industry?
Sure, Corinne. I started my career with GE and had a 40-year career with the company in various sales and marketing leadership roles. I did a little bit of everything at GE relative to selling and marketing appliances. After about 15 months in retirement, I came to work for The Stevenson Company (TSC) about 12 years ago as Director of Market Development for TraQline.
Would you explain a little bit more about the role that you’ve taken on here at TraQline?
I initially started working with TraQline accounts primarily with Walmart when we had just signed up Walmart. But I’ve worked with a lot of the major accounts here at Stevenson– Walmart, Ace Hardware, Best Buy, and national buying groups, which I ran at GE for the last 17 years of my career there. It’s been a bit of a blending of my two careers, and I’ve been able to continue building on relationships with key contacts and leaders at both manufacturers and retailers. A lot of what I’ve been able to do at TSC is help lead the development and sales of two products — Like, Grade & Quality (LG&Q™), which is now called the SKU Metrix, in 2014 and Hybrid POS™ (HPOS™) in 2020.
Can you tell us more about SKU Metrix? What was the inspiration for developing the tool?
It largely stemmed from my experience as the leader of GEA’s Commercial team for tracking competitive information across the Major Appliance (MA) industry and presenting the findings to senior leadership. Because this was occurring in the 1980s, before the emergence of the internet, it was a laborious task taken on by over-qualified staff that required an all-hands-on-deck approach as the process was not easily automated. The motivation to develop it at TSC was to launch it in sync with a traditional POS system. The idea was to have a web-based model comparison tool with SKU photos, features, and prices.
The resulting product, LG&Q™ — which we now call SKU Metrix, enabled us to provide clients with the industry’s most comprehensive go-to website for timely and accurate competitive information. The tool now includes over 17,000 SKUs for features and retail internet pricing information and SKU comparisons for both our clients’ SKUs and their competitions’ SKUs. We took a lot of the “grunt work“ out of the data-gathering process for a big productivity hit for our clients. It has given clients and their teams and associates more quality time to spend on analyzing the data and developing their action plans.
My understanding is that SKU Metrix is a key component of the new Hybrid POS for Major Appliances – how does it fit in?
SKU Metrix really complements our Hybrid POS™ tool. The elements of it are used in the HPOS™ modeling process to validate the SKUs and the features on the SKUs. When clients use SKU Metrix jointly with Hybrid POS data, they gain more insights, especially for feature/price value comparisons and for preparing product gap analyses. Clients can see where gaps exist between what SKUs the competition has versus the offerings they have in the market. The data helps product teams as they work to fill out their lineups across price points.
Can you tell me a little bit about Hybrid POS and what is the inspiration behind creating that product?
TSC was initially not successful in getting the Big Three retailers to participate in its POS system. Only Best Buy was on board. But in the Fall of 2020, Dave Stevenson led his team of data scientists in the development of a proprietary modeling process for estimating SKU and brand shares within the Big Three retailers to see what the top brands were and what the top SKUs were. From there, our entire organization participated in developing and driving the commercialization process from a six-month Beta trial through launch.
Sounds pretty powerful…who is the tool for, that is who should be using it?
The primary users are the manufacturers’ product teams because they’re getting access to information that they don’t have. Prior to using Hybrid POS, they’ve had to just estimate the data or source from their own internal data. The brand teams like to see this data for comparison of brands within their brands as well as competitive brands that they target. On the retailer side, merchants and buyers also find the tool a valuable resource for comparing their offerings with those of their competitors.
But one of the biggest users that we see for HPOS is the national account sales teams because they now are getting information that is not just on their sales, which they already know from in-house, but they also get to see comparative SKUs from their competition. That’s one big advantage they now have that they didn’t have with traditional POS systems.
What makes TraQline HPOS unique?
Two things. First, it’s the only POS system of any kind available in the MA industry. Second, and foremost, HPOS™ provides valuable monthly insights into the Big Three retailers and brands — far beyond a traditional POS system, which really just shows how a client’s SKUs are performing against the total industry, not specifically by any given retailer or given brand. The data provided by an HPOS includes estimated SKU shares and brand shares within and in aggregate for the Big Three retailers.
How should HPOS be used?
Clients can use HPOS to track SKUs and brand market shares and retail pricing. In doing our modeling, we look at a bunch of different factors…even using details such as the page positioning of SKUs on the manufacturer’s websites, and we track and note the positioning of SKUs on the retailer’s floor. We put a rating on those positions on the floor so that we can show a higher value for SKUs that are in a better position. For example, if the SKU is on an end cap, that gets a higher position than if the product is in line. We also put a high value if the SKU is in a designated floor or kitchen setting, such as a vignette.
Manufacturers can use the tool to develop a Balance of Sale leverage with retailers. They can tell from the tool how much sales percent to total sales a brand is delivering for the retailer. Using planograms, we can determine what percent of floor that brand is enjoying, that is the number of SKUs on the floor. While retailers and the brands can put all the SKUs they have on a website, they can place only so many on a floor. This tool can be especially beneficial to the merchants because it allows them to determine with clients which SKUs would be most important to have on the floor for consumers to see in real-time when they’re shopping.
Last, Hybrid POS is a tremendous resource for vendors and clients to use when preparing for those monthly and quarterly meetings.
How does HPOS mesh with other tools our organization has? (i.e. How does it gel with TraQline? Sell-through data?)
The quarterly TraQline Survey provides complementary info to clients on consumer behavior, such as on-line versus brick-and-mortar shopping and purchases. Clients also gain geo/demographics that clarify why consumers bought particular brands and where they bought them. In addition, market data on the Rest of Market (ROM) beyond the Big Three and product categories and configurations not in HPOS™ is available.
Have you ever had a client tell you about an “OMG” moment when they used HPOS or SKU Metrix?
Yes, just recently, a client’s Marketing Director used HPOS™ data for the first time in his presentation to the President and other business leaders. He followed up later to say, “They loved HPOS™!”
In another instance, a manufacturer’s sales leader asked if we could tell if one of their key SKUs was being displayed on the retailer’s sales floors. Planogram easily let him know that only 1 of 9 stores had the SKU on the floor. This information enables the salesperson to go back to the retailer to determine a better plan for getting his product on more floors.
It sounds like this tool is really becoming a game-changer for our clients. Thank you so much Jack for taking time today to talk with me about the value Hybrid POS is providing our clients.
Hand Tools & Accessories Market Share Infographic
What are the best brands and outlets in U.S. Hand Tools & Accessories share? – An infographic
TraQline answers the “who”, “what”, “where”, “when”, “why”, and “how” for Hand Tools market share. Our quarterly survey will help you understand who’s buying, where they’re buying it, and what drives their decisions. Our infographic will help you answer the following questions about the Total Hand Tools market and how it is changing…
Who leads sales in the U.S.?
Our infographic will give you greater details, but for now, here’s what you need to know about the market leaders in Hand Tools & Accessories for 4Q Ending Mar 2022:
- The Hand Tools & Accessories category is an aggregate of various tools. 4Q ending Mar 2022 Hand Tool purchases consist mainly of tape measure (24.6%), screwdriver sets (11.9%), hammer (8.7%), individual screwdriver (7.7%), wrench sets (7.6%), and individual pliers (5.5%) for a total of 66% of category sales.
- For brands, Craftsman continues to lead all other brands for 4Q Ending Mar 2022 (13.7%). However, Craftsman had dropped steadily the past 7 years. Stanley shows the next highest brand share (9.9%) but is down significantly from this time last year.
- Home Depot continues to be the outlet lead for 4Q Ending Mar 2022 (21%) and is the consistent leader since 2015. Lowe’s is second with 17% share.
How much do consumers spend on Hand Tools & Accessories?
When buying a product in the Hand Tools & Accessories aggregate, the 4Q ending Mar 2022 industry average price paid is $29. However, the average amount spent at different retailers can vary slightly. For example:
- The big-box stores – Home Depot/Lowe’s/Walmart make up about 54% of purchases.
- Home Depot and Lowe’s average price paid is slightly higher than the $29 industry average ($33 and $31 respectively).
- The average price paid at Walmart ($20) is well below the industry average.
What demographics are buying Hand Tools & Accessories?
Just who buys Hand Tools & Accessories? TraQline’s census-balanced respondent pool has given us insights like:
- In 4Q ending Mar 2022, not surprisingly, 62% of Hand Tool purchasers are homeowners. Those purchasing at Lowe’s have the highest percent of homeownership (72%). Walmart purchasers show the lowest percent of homeownership (48%).
- The Hand Tool & Accessories purchase decision is typically made by males only (57%) – down about a point from this time last year. 35% of purchase decisions are made by females only. 8% of purchase decisions are made by males and females involved in the decision. The percentage of females only decision makers has increased significantly for each of the past 3 years.
- In 4Q ending Mar 2022 almost 3/4 of overall purchasers have a household income of less than $100,00 (73%); with about 84% of Walmart purchasers at under $100,000 household income. 61% of Walmart purchasers have a household income under $50,000 – significantly different than the industry average of 43%.
Brick & Mortar Vs. Online Sales Trends:
Brick & Mortar remains the most popular sales channel (82%). Here are some of the trends that TraQline has uncovered:
- After a significant decrease in brick & mortar share in 4Q ending Mar 2020 and 2021, obviously due to pandemic concerns, 4Q ending Mar 2022 share is up significantly from this time last year.
Hand Tool & Accessories Market Share Facts – Rolling 4Q Ending March 2021:
Curious about other information TraQline’s survey has uncovered? Here’s a preview for you:
- As seen in previous years, “Competitive price” remains the top reason for retailer purchase in 4Q ending 2022. However, that reason for purchase has steadily declined the past 5 years – down to 47% in 4Q ending Mar 2022.
- Meanwhile, “Good selection of products” continues to increase as a reason for retailer purchase over the past 5 years – up to 31% for 4Q ending Mar 2022.
- For 4Q ending 2022, Home Depot leads other retailers in outlet draw (29%). Amazon leads all other major retailers for outlet close (76%).
- In 4Q ending Mar 2022, 69% of those purchasing at Home Depot or Lowe’s only shopped one outlet – about 3 points lower than the 72% industry average. Home Depot and Lowe’s (24% each) are both significantly higher than industry average (20%) for shopped two outlets.
To see everything we’ve included on our infographic, fill out the form below and download your own copy:
Despite Challengers, Canadian Tire Is Still On Top
Canadian Tire, a Canadian retailer based in Toronto, will be celebrating its 100th anniversary in October 2022. While the retailer started in the tire industry (as evidenced by its name), it has expanded over the years into a variety of product categories. In TraQline’s Canada data, Canadian Tire is the leading retailer for all products. Its next closest competitors are Amazon, Home Depot, and Walmart. However, because TraQline’s Canadian survey covers a wide variety of products, we can focus on a few of Canadian Tire’s categories to get a sense of how they fare against their competition.
A Look at the Big Picture: Lawn and Garden Mowers, Lawn Power Equipment, Specialty Non-Mower Lawn Equipment, and Nursery Products
As one of the top retailers in Canada, Canadian Tire is the leading retailer, capturing approximately 30% of the market, for these combined categories. Behind it is Home Depot, with Lowe’s and RONA combined taking the third place. If you count Lowe’s and RONA as separate retailers, however, Amazon takes third place. In addition to capturing the lead in unit share, Canadian Tire also takes the lead for dollar share.
Canadian Tire also over-indexes on retail store purchases, even when accounting for the large uptick in online purchasing during COVID. In fact, when looking at online-only purchases in this aggregation of categories, Canadian Tire comes in second for unit share behind Amazon. The retailer did have a significant increase in online purchases in Q1 of 2020, but rates fell again. Despite the decline, sales remained at an elevated rate compared to pre-COVID quarters.
Another area in which Canadian Tire excels is its high consideration rate. It is the first store shopped for one third of all purchases. Additionally, nearly 90% of TraQline respondents who purchased at Canadian Tire said that the retailer was the first store they shopped.
Now that we’ve looked at the big picture, let’s narrow our focus on some of these key product categories:
Powering Up Lawn and Garden: Mowers and Lawn Power Equipment
Walk-behind and zero-turn mowers, as well as outdoor power equipment (OPE), can be big moneymakers for retailers. Canadian Tire tops both the unit and dollar share for these categories. Behind it for unit share are Home Depot and Lowe’s/RONA. Canadian Tire’s place at the top for dollar share may be largely due to its high unit share. In fact, it has one of the lower Average Price Paid rates for the categories, at $279CD for Q4 2021.
For online sales of these products, Amazon once again takes #1 in unit share.
Digging in with Specialty Non-Mower Lawn Equipment and Nursery Products
Again, Canadian Tire takes the lead within these categories. Home Depot and Walmart take up second and third place, respectively, for unit share.
In online sales, Amazon very handily takes the top unit share, far outstripping the competition.
Truly a Top Retailer
As it stands, despite ongoing global supply chain woes, Canadian Tire has strong leads in these key categories. However, if consumers continue to become more comfortable making purchases of Lawn and Garden and OPE products online, Canadian Tire could face more challenges. While its brick-and-mortar position is strong, it does not capture as much of online unit and dollar share as its main competitor, Amazon.
For more information about the Canadian market, contact TraQline’s team today!
Mistakes You Might Be Making With Qualitative Research (and how to avoid them)
Qualitative research is a very popular form of research, and one of the most popular types is focus groups. They give clients the opportunity to observe and listen to respondents. Online quantitative research does not offer this particular benefit.
Focus groups can be valuable when you start your research, but there are some challenges. Here are some of the most common mistakes people make, as well as tips for avoiding those mistakes.
Drawing projectable conclusions
By definition, focus groups do not provide conclusions that can be projected onto a larger population. Focus groups fail to be representative for a couple of reasons. The limited number of respondents is too small to draw conclusions, and focus groups are usually conducted in two to three markets. Because of these limitations, the data gathered does not result in a geographic or demographic representative sample of consumers needed to draw broad, projectable conclusions.
In order to avoid these missteps, use focus groups to explore hypotheses and provide directional guidance. It is also important to keep in mind that focus groups are not a quantitative methodology and should not be used definitively.
Think about this: Would you feel comfortable making multi-million-dollar decisions based on feedback from 20 people across two cities?
Not doing follow up quantitative research
Most focus groups are the initial phase of a multi-phase research plan. Often, the general plan relies on the findings from focus groups for guidance in developing the follow-up quantitative research. The quantitative phase is then used to provide definitive, projectable insights for making business decisions. However, often due to timing or budget constraints, the follow-up quantitative phase never happens.
This is the same pitfall as problem one. Without following up with quantitative research, you are making major decisions based on feedback from only a few consumers.
Using “data” quantitatively
Focus groups often ask respondents their opinions about concepts or products. While most questions are “qualitative,” such as likes, dislikes, desired changes, and so forth, respondents are sometimes asked to provide a numerical rating. This helps respondents clarify their thinking or “put a stake in the ground” on their opinions. It also makes them less likely to be swayed by another respondent’s opinions. Numerical ratings can be problematic, however.
Once clients observing the focus groups have recorded the numerical ratings and calculated averages, they may inadvertently treat the collated information as quantitative data. Using qualitative data in lieu of quantitative data can be grossly misleading. This “data” was collected from a small number of consumers and cannot be used as if it were from a quantitative study with a larger sample size.
In fact, the best way to avoid this misstep is to not report this particular data. Many focus groups do not report numerical rating “data” points to ensure that the information is not used improperly.
Latching onto a single respondent’s comments
Everyone observing a focus group from the back room brings their own thoughts about what they believe and what they expect to hear from the focus group’s respondents. Unfortunately, these preconceived ideas can lead to some very selective listening.
One problem that can arise is that once someone in the back room hears a respondent voice an opinion that matches their own, there can be a tendency to dismiss or to stop listening (either intentionally or subconsciously) to other respondents. Also, when listening to comments from diverse respondents, people observing in the back room who hold divergent opinions may each find at least one respondent who agrees with them.
And finally, even though everyone heard the same comments, different observers can come away with different thoughts on what they witnessed.
The best way to avoid these potential conflicts is to schedule a debriefing at the end of the day, after the focus groups wrap up. This allows for the clients running the focus group to have a discussion on what they believe they heard and can lead to a consensus rather than everyone walking away with a different take.
Not taking full advantage of your moderator
Like any piece of research, the output is only as good as the input. With a focus group, your moderator is the key to success in leading the discussions that elicit the information and insights you seek. Having your moderator show up 30 minutes before the first group for a quick, and only, meeting on the project will produce some pretty dismal results.
To maximize the productivity of your discussion, make sure your moderator is well prepared by meeting with your moderator in advance to have a detailed conversation about your objectives, specific points to cover, and any stimuli you might show to respondents.
The communication with your moderator should be ongoing. Between groups, talk to your moderator about what worked well and what did not and discuss how to modify the discussion going forward.
The more you communicate with your moderator during the entire process, the more you will get out of the research.
Simply not paying attention
You’ve paid a lot of money to set up the focus groups (facility costs, recruiting costs, incentives for respondents, etc.). There are many people who have shown up to observe from the back room. Unfortunately, all too often the following happens: The observers don’t listen. Instead, they’re distracted by other things, such as taking phone calls, texting, answering emails, and Having side conversations. Because of these distractions, they often miss too much of the focus group’s discussion.
Yes, saying “Pay attention” sounds ridiculously obvious, but being fully engaged and paying attention don’t happen as often as you might expect. And the net effect is that the people observing don’t get the benefit of the whole story from the focus group.
What about non-focus group qualitative research
The above discussion focused on the most common qualitative research method, focus groups. However, many of the points discussed certainly This discussion focused on the most common qualitative research method: focus groups. However, many of the points discussed apply to other types of qualitative projects. In addition to focus groups, one-on-one interviews, ethnography/observational research, or anything else with a limited sample size should be on your “watch out” checklist.
TraQline Research Help
If you are ready to have quality qualitative research for your market, consumers, and industry at the click of a button, contact the market research professionals at TraQline. Our experts will give you the tools and resources you need to stay ahead of the changing market and reach your consumers today!
OPE Industry Trends Show Battery-Powered Market Shifts
Over the past decade, there has been a sea of change in the Outdoor Power Equipment industry. Electric and Battery-Powered equipment (also known as non-gas) has steadily eroded unit share from gas-powered equipment. What changes are we seeing and what may be contributing to these changes? The market research experts at TraQline are here to unpack these changes in the Outdoor Power Equipment (OPE) industry.
Electric and Battery-Powered OPE Market Growth
Non-Gas Powered OPE has grown significantly year-over-year for the past decade with non-gas powered products gaining the upper hand in 2017. This growth was seen across OPE categories, including walk-behind lawn mowers, chain saws, hedge trimmers, and more.
For both unit sales and dollar shares, Gas-Powered OPE has been losing share slowly but steadily since 2013, leading to significant year-over-year losses. Currently, Electric and Battery-Powered Outdoor Power Equipment make up 64 percent of the total OPE market in terms of unit sales.
So how is this market shifting? Let’s break down the market trends within electric and battery-powered OPE:
- Electric OPE products have held steady at around 30 percent of the market share over the past decade.
- Meanwhile, Battery-Powered OPE has grown YoY since 4Q of December 2013. Its growth, combined with the overall steadiness of Electric OPE unit share, would indicate that Battery-Powered OPE is largely taking share away from Gas-Powered OPE
Translating to OPE Dollar Share
While non-gas OPE officially overtook Gas OPE unit shares in 2017, it has taken longer for non-gas OPE to catch up in terms of dollar share.
While gas-powered OPE dollar share has been decreasing YoY, it has maintained an overall lead over dollar share. Nevertheless, Non-Gas OPE has been gaining ground.
In Q4 2021, TraQline data uncovered a nearly 50/50 split of the market’s dollar share, largely thanks to rising Battery-Powered OPE dollar share. While Gas-Powered OPE still has the overall edge, Battery-Powered OPE now wins 30 percent of OPE dollar share.
What is Causing Changes in the OPE Industry?
What’s driving market changes in the outdoor power equipment industry? There are a few potential factors to consider, including online buying trends and new legislation targeting gas-powered equipment.
New Legislation
To promote environmental sustainability, states are beginning to introduce legislation to restrict, ban, or phase out certain gas-powered OPE:
- California’s law bans gas-powered lawnmowers, leaf blowers, and chainsaws and is due to be in effect as early as 2024
- In the wake of California’s ban, other states are considering similar laws.
OPE Online Sales Increasing YoY
According to TraQline data, both Battery and Electric OPE products are more likely to be purchased online. Why? There are a few possible reasons.
- First, even with the weight of the battery or electrical mechanics, these options tend to be much lighter than the gas alternatives. This can lead to lower shipping costs and more affordable online purchases.
- Second, online retailers may be adjusting their inventory to optimize around new legislation, making battery-powered and electric OPE products their most promising options.
TraQline: Your Source of OPE Market Share Data, Research, and Statistics
OPE manufacturers are having to adapt to both changing consumer tastes as well as legal obligations. In order to stay ahead of trends and win market share, the OPE industry can count on TraQline for the insights and data they need. To learn more about what TraQline can offer, contact us today!
Power Tools Market Share Infographic
What are the best brands and outlets in the Power Tools market? – An infographic
TraQline answers the “who”, “what”, “where”, “when”, “why”, and “how” for Power Tools market share. Our quarterly survey will help you understand who’s buying, where they’re buying it, and what drives their decisions. Our infographic will help you answer the following questions about the Total Power Tools market and how it is changing…
Who leads sales in the Power Tools market?
Our infographic will give you greater details, but for now, here’s what you need to know about the market leaders for Power Tools:
- The Total Power Tools category is an aggregate of various tools. For 4Q Ending Mar 2022 Total Power Tool purchases consist mainly of power drill, wet/dry vac, air compressor, rotary tool, circular saw, and orbital sander for a total of about 75 percent of Power Tool sales.
- DeWalt (15 percent) and Craftsman (8 percent) are the most popular brands in this product aggregate.
- Home Depot continues to be the outlet lead in Total Power Tool purchases (28 percent - up significantly from 4Q Ending Mar 2021) and has been the consistent leader since 2015. Lowe’s continues to be the second highest outlet for unit share with 19 percent.
How much do consumers spend on Power Tools?
When buying a product in the Total Power Tools aggregate, the industry average price paid is $134. However, the average amount spent at different retailers can vary. For example:
- The big-box stores – Home Depot/Lowe’s/Walmart make up about 57 percent of purchases. Lowe’s average price ($141) is slightly higher than the industry average. Home Depot average price ($135) is equivalent to the industry average.
- Walmart average price ($73) is significantly lower than the industry average.
What demographic is buying Power Tools?
Just who buys Power Tools? TraQline’s census-balanced respondent pool has given us insights like:
- Not surprisingly, 70 percent of Total Power Tool purchasers are homeowners.
- About 73 percent of Total Power Tool purchasers have men involved in the decision – be it solely or jointly. The percentage of women involved in purchase decision is 40 percent - solely or jointly.
- About 48 percent of purchasers have been in their current residence 5+ years. About 23 percent of purchasers have been in their residence 1 year or less.
- 82 percent of purchasers are White
- About 69 percent of purchases are age 45+.
- About 57 percent of purchasers have a household size of 2 or less.
Total Power Tools Market – Online Vs. Brick & Mortar Sales Trends:
Brick & Mortar outlets remain the most popular sales channel (70 percent). This is up 1.5 points from 4Q Ending Mar 2021. This is likely due to a decrease in pandemic concerns.
- Online Total Power Tool sales have decreased from 4Q Ending Mar 2021 - 27.2 percent down to 25.8 percent (change of 1.4 points) for 4Q Ending Mar 2022.
Power Tools Market Share Facts:
Curious about other information TraQline’s survey has uncovered? Here’s a preview for you:
- As seen in previous years, “Competitive price” remains the top reason for retailer purchase in 2020.
- As seen in previous years, “Competitive price” is far and away the top reason for retailer purchase for 4Q Ending Mar 2022. About 56 percent of purchasers mention price as a reason for retailer selection. However, this reason for retailer purchase has been trending down the past 5 years, while “Good selection of products” is trending up over the same time period.
- Home Depot continues to lead all retailers in outlet draw rate (39 percent) and is significantly higher than 4Q Ending Mar 2021 (up 2 points). The Lowe’s outlet close rate is also up significantly from 4Q Ending Mar 2021 (up about 2 points).
- Lowe’s draw rate is up significantly versus 4Q Ending Mar 2021 (up 1 point). Lowes’s close rate is flat from 4Q Ending Mar 2021.
Looking for more information on the Power Tools Industry? Check out our suite of market research products including Durable IQ, SKU Metrix, and HPOS. To see everything we’ve included on our infographic, fill out the form below and download your own copy: