The US Home Organization & Storage Market Snapshot 2013 includes market size and growth trends and annual purchase incidence. The report is published by A.J. Riedel, Sr. Partner of Riedel Marketing Group, and is based on is based on proprietary online consumer research and data from the Freedonia Group.

1. US Home Organization & Storage
Market Snapshot 2013
Published June 2013

2. Background
 The US Home Organization & Storage Market Snapshot 2013 is based on
proprietary online consumer research and data from the Freedonia Group.
 300 U.S. general population households were surveyed about their home
organization and storage purchase patterns in May 2013.
 Market size is calculated using past year purchase data including annual
purchase incidence, number of purchase occasions per year, number of
items purchased per purchase occasion, and price paid per item. This
methodology offers a sound alternative to market size estimates that are
based on manufacturer reported data or extrapolations of retail store sales
tracking data. (See appendix for detailed explanation of methodology.)
2 2013 US Home Organization & Storage Market Snapshot

3. The Home Organization and Storage Category
Garage Storage Shoe Storage Storage Totes, Bins,
Drawers
Closet Systems Children's Storage Storage Carts
Kitchen Cabinet Organizers Drawer Organizers
2013 US Home Organization & Storage Market Snapshot3

4. 6331
7150
8550
10300
0
2000
4000
6000
8000
10000
12000
2005 2010 2015 2020
U.S. Home Organization Product Demand
4 2013 US Home Organization & Storage Market Snapshot
Source: The Freedonia Group
The home organization and storage category has been
growing at a modest rate and is expected to continue to grow
through 2020.
CAGR:
2.5%
CAGR:
3.6%
CAGR:
3.8%

5. The US home organization and storage market is $10.9
billion in retail dollar sales on volume of 498 million
units.
5 2013 US Home Organization & Storage Market Snapshot
Source: Riedel Marketing Group online survey May 2013
0.0
50.0
100.0
150.0
200.0
250.0
300.0
350.0
400.0
450.0
500.0
Units
498.2
Market Size in Units
(in millions)
$0.0
$2,000.0
$4,000.0
$6,000.0
$8,000.0
$10,000.0
$12,000.0
Dollars
$10,926.5
Market Size In Retail Dollars
(in millions)

6. The storage tote/bin/drawer segment is the largest
product segment in unit volume and retail dollar sales.
6 2013 US Home Organization & Storage Market Snapshot
Source: Riedel Marketing Group online survey May 2013
15.4
23.1
17.4
20.3
38.2
23.1
28.9
61.7
270.0
0.0 50.0 100.0 150.0 200.0 250.0 300.0
Shoe Storage organizers
Drawer organizers
Kitchen Cabinet Organizers
Storage Carts
Recycling bins and sorters
Closet Storage/Organizers
Garage Storage
Children's Storage Products
Storage Totes, Bins, Drawers
Home Organization and Storage
Market In Units
(in millions)
$202.4
$285.0
$410.6
$729.0
$731.7
$988.0
$1,225.7
$2,609.4
$3,744.9
$0.0 $1,000.0 $2,000.0 $3,000.0 $4,000.0
Shoe Storage organizers
Drawer organizers
Kitchen Cabinet Organizers
Storage Carts
Recycling bins and sorters
Closet Storage/Organizers
Garage Storage
Children's Storage Products
Storage Totes, Bins, Drawers
Home Organization and Storage
Market In Retail Dollars
(in millions)

7. More than 70% of US households purchased storage
totes/bins/drawers in the past year.
7 2013 US Home Organization & Storage Market Snapshot
Source: Riedel Marketing Group online survey May 2013
70%
30%
24%
24%
21%
18%
16%
16%
12%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Storage Totes, Bins, Drawers
Garage Storage
Closet Storage/Organizers
Drawer organizers
Storage Carts
Kitchen Cabinet Organizers
Children's Storage Products
Shoe Storage organizers
Recycling bins and sorters
Past Year Purchase

8. Appendix: Methodology for Estimating Market Size
Using Consumer Data
 300 U.S. general population households were surveyed about their household cleaning tool
purchase patterns.
 Respondents were asked if they had purchased any household cleaning tools in the past year.
 For each item that they purchased, respondents were asked three questions: 1) How often did they
purchase this type of item in the past year/quarter, 2) how many did they buy on each purchase
occasion, 3) how much did they pay for each item.
 This survey yielded four data points for each product segment: 1) Annual purchase incidence, 2)
average number of purchase occasions per year, 3) average number of items purchased per
purchase occasion, and 4) average price paid per item. These data points were used to calculate
market size using the following formula: ((Annual purchase incidence X total # of U.S. households)
X (# purchase occasions per year X number of items purchased per purchase occasion)) X amount
paid per item = Market Size.
 The sample was obtained from Survey Monkey Audience. Survey Monkey Audience recruits from
the diverse population of 30+ million people who complete SurveyMonkey surveys every month.
 Several years ago, to prove that the methodology was valid, I calculated market size for the
dinnerware and flatware categories using consumer purchase data and compared it to the 2007
data published by HFN magazine (which seems to be widely accepted by manufacturers as being
reasonably accurate).
8 2013 US Home Organization & Storage Market Snapshot
Category
HFN 2007 Market
Size Estimate
Riedel Marketing Group
2003 Market Size Estimate
Flatware $809MM $988MM
Dinnerware $1,971MM $1,589MM

9. 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).
9 2013 US Home Organization & Storage Market Snapshot

10. 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. Riedel 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.
10 2013 US Home Organization & Storage Market Snapshot

11. Riedel Marketing Group Contact Information
 602-840-4948
 5327 E. Pinchot Ave., Phoenix AZ 85018
 ajr@4rmg.com
 www.4rmg.com
 www.twitter.com/AJRat4RMG
 http://www.linkedin.com/company/riedel-marketing-group
11 2013 US Home Organization & Storage Market Snapshot