Riedel Marketing Group
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Publisher Sample
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MarketResearch.com
The U.S. Food Storage
Container Market 2000
July 2000
Riedel Marketing Group
4950 East Camelback Road • Phoenix, Arizona • 85018
Phone 602.840.4948 • Fax 602.840.4928
Table of Contents
Introduction - 5
Methodology - 6
Sampling Error - 7
Weighting - 8
Conditions and Notices - 9
Summary of Findings - 10
Cooking Habits & Practices, Cooking Trends - 11
The Microwave Oven is the Most Frequently Used Cooking Appliance - 12
Microwave and Conventional Oven Usage is Up; Stovetop Usage is Down - 13
The Majority of Americans Do Some Cooking - 14
Americans Typically Bake Several Times per Month - 15
The Percent of U.S. Households that Bake is Declining - 16
Americans Are Baking From Scratch Less Often - 17
Americans Do Some Investment Cooking - 18
Investment Cooking is On the Rise - 19
Market Size, Growth Trends and Market Dynamics - 20
Food Storage Is A High Volume Product Category . . . In Unit Volume - 21
And in Retail Dollars - 22
Almost Two-thirds of US Households Own Food Storage Containers - 23
There Is an Opportunity to Increase the Size of the Food Storage Market - 24
Copyright © 2000, Riedel Marketing Group
2
The U.S. Food Storage Container Market 2000
Table of Contents
Owners Tend to Buy New Food Storage Containers on Impulse - 25
More than 6 Different Brands Can Be Found in US Kitchen Cabinets - 26
Disposable Containers Have Made Inroads Since Their introduction - 27
The Largest Price Segment is the “Under $5” Price Segment - 28
Demographics - 29 - 32
The Key Target Market for Food Storage is Current Owners - 33
Newlyweds Are More Likely to Acquire Food Storage Than Other Groups - 34
Purchase Decision Making - 35
Food Storage Container Purchase Decisions are Typically Made in Store - 36
Even Those Who Planned the Purchase Made the Final Decision In-Store - 37
Retail Display Activity and Sales Drive Retail Sales - 38
Food Storage Containers Are NOT a Popular Gift Item - 39
Food Storage Containers Are NOT a Popular Gift Wedding Gifts - 40
Question-by-Question Survey Results - 41
Food Storage Ownership and Past Year Purchase - 42
Past Year Purchase of Food Storage Containers - 43
Purchase of Food Storage Containers in Past Year - 44
Last Food Storage Container Purchase: Impulse or Planned - 45
Details of Last Food Storage Container Purchase – Brand and Item - 46
Time Between Decision to Purchase and Actual Purchase - 47
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3
The U.S. Food Storage Container Market 2000
Table of Contents
Price of Food Storage Container - 48
Most Influential Factor in Choosing Brand and Item - 49
Reasons for Purchasing Food Storage Container - 50
Brand Of Food Storage Container Currently In Household - 51
How Often Food Storage Containers Are Used - 52
Members of Household Who Use Food Storage Container - 53
Likelihood of Food Storage Container Purchase in the Next Year - 54
Appendices - 55
Geographic Regions - 56
Credentials - 57
Questionnaire - 58
Copyright © 2000, Riedel Marketing Group
4
The U.S. Food Storage Container Market 2000
Introduction
Methodology
•
A national sample of 1,600 U.S. households were interviewed by telephone during April and
May 2000.
•
Household selection was accomplished via a computer-generated random digit dial
telephone sample which selected households on the basis of telephone prefix.
•
In each household, the person who typically is responsible for making decisions about
purchasing small household appliances and electric personal care products was
interviewed.
•
The 1,600 respondents were asked about ownership and past year purchase of each of 25
product categories.
•
500 of the 1,600 respondents were asked a series of questions about their food preparation
and household cleaning habits and practices.
•
251 of the 1,600 respondents said that they own AND actively participated in the purchase
of food storage containers. These respondents were asked a series of questions about food
storage containers.
•
All interviews were conducted at the central location telephone facility of Behavior Research
Center (BRC) located in Phoenix, Arizona by means of Computer Assisted Telephone
Interviewing (CATI). The CATI system is a computer controlled interview that uses a tightly
integrated branching pattern to control cuing and display of contingent questions.
•
Interviewing was conducted during an approximately equal cross section of evening and
weekend hours. This procedure was followed to further ensure that all households were
equally represented, regardless of work and leisure schedules of the household members.
Further, during the interviewing segment of this study, up to four separate attempts – on
different days and during different times of day – were made to contact each selected
household. Only after four unsuccessful attempts was a selected household substituted in
the sample. Using this methodology, the full sample was completed. Partially completed
interviews were not accepted, nor were they counted toward fulfillment of the total sample
quotas.
6
Copyright © 2000, Riedel Marketing Group
The U.S. Food Storage Container Market 2000
Sampling Error
•
As is the case with all surveys, these are subject to sampling error. Sampling error, stated
simply, is the difference between the results obtained from a sample and those which would
be obtained by surveying the entire population under consideration. The size of sampling
error varies, to some extent, with the number of interviews completed and with the division
of opinion on a particular question.
•
An estimate of the sampling error range for this component is provided in the following table.
The sampling error presented in the table has been calculated at the confidence level most
frequently used by social scientists – the 95 percent level. The sampling error figures
shown in the table are average figures that represent the maximum error for the various
sample bases shown (i.e. for the survey findings where the division of opinion is
approximately 50%/50%). Survey findings that show a more one-sided distribution of
opinion, such as 70%/30% or 90%/10%, are usually subject to slightly lower sampling
tolerances than those shown in the table.
•
As may be seen below, the overall sampling error for 1,600 completed interviews is +/2.5%. However, when subsets of the samples are studied, the amount of sampling error will
increase based on the sample size within the subset.
Sample Size
Approximate Sampling Error @ 95% Confidence Level
(Plus/Minus Percentage of Sampling Tolerance)
1,600
1,000
800
500
300
200
100
Copyright © 2000, Riedel Marketing Group
2.5%
3.1%
3.5%
4.4%
5.7%
7.0%
9.8%
7
The U.S. Food Storage Container Market 2000
Weighting
•
It should be noted that the data generated from the total sample of 1,600, and
subsequent sample of Food Storage Container Owners (N = 251) was weighted to
ensure an ethnic balance similar to the total population of the United States.
Ethnicity
Caucasian
Black/African American
Hispanic
Asian
Other
Refused
Unweighted
Total
77%
9%
6%
2%
3%
2%
1239
146
95
33
48
39
Weighted
Total*
71%
12%
11%
3%
1%
2%
1138
186
176
51
11
38
* U.S. Census Bureau 1999 Projections
Copyright © 2000, Riedel Marketing Group
8
The U.S. Food Storage Container Market 2000
Conditions and Notices
No part of this report may be reproduced, transmitted, transcribed, stored in a retrieval
system, or translated into any language in any form by any means without the written
permission of Riedel Marketing Group.
This report, the literary property therein, and the common law thereto, are the exclusive
property of Riedel Marketing Group. This report is furnished as a confidential
communication. The material herein is available to and is for the guidance of the
subscribing company’s executives and is not to be copied, published or divulged to parties
outside the company for which it is purchased. Purchase of this report is on a non-exclusive
basis.
This report is restricted to the confidential use of subscribers. In order to protect the
substantial research investments of Riedel Marketing Group, your company must
specifically agree to keep the contents of the report on a confidential basis within your
organization or among your retail customers only.
Copyright © 2000, Riedel Marketing Group
9
The U.S. Food Storage Container Market 2000
Summary of Findings
Baking Habits & Practices
Baking Trends
The Microwave Oven is the Most Frequently Used Cooking Appliance
Among US Households (N = 500)
Number of Times Cooking Appliance is Used Per Week
16.3
Microwave Oven
Conventional Oven
7.3
Stovetop
5.9
0
•
2
4
6
8
10
12
14
16
18
In a typical week in the average U.S. household, the microwave is used 16 times, the
conventional oven 7 times, and the stovetop 6 times.
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12
The U.S. Food Storage Container Market 2000
Microwave & Conventional Oven Usage Is Up; Stovetop Usage Is Down
Among US Households (N = 500)
11.4
Microwave Oven
16.3
3.3
Conventional Oven
7.3
8.2
Stovetop
5.9
0
2
4
6
8
2000
•
10
12
14
16
18
1998
The average U.S. household is using their microwave oven and their
conventional oven more now than they did two years ago. They are using their
stovetop less often.
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13
The U.S. Food Storage Container Market 2000
The Majority of Americans Do Some Baking
Among US Households (N = 500)
Incidence of Baking Activities
(% of U.S. Households)
70.1%
Bake Using a Mix
Bake from Scratch
64%
•
•
66.1%
65%
66%
67%
68%
69%
70%
71%
70% of U.S. households bake using a mix.
66% bake from scratch.
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14
The U.S. Food Storage Container Market 2000
Americans Typically Bake Several Times per Month
Among US Households (N = 500)
Frequency of Baking Activities
(Number of Times per Month)
3.2
Bake Using a Mix
Bake from Scratch
4.2
0
•
•
0.5
1
1.5
2
2.5
3
3.5
4
4.5
The typical U.S. household bakes from scratch 4.2 times per month.
The typical U.S. household bakes using a mix 3.4 times per month.
Copyright © 2000, Riedel Marketing Group
15
The U.S. Food Storage Container Market 2000
The Percent of U.S. Households that Bake is Declining
Among US Households (N = 500)
Incidence of Baking Activities
(% of U.S. Households)
72.0%
Bake Using a Mix
70.1%
68.0%
Bake from
Scratch
62.0%
66.1%
64.0%
66.0%
68.0%
2000
•
•
70.0%
72.0%
74.0%
1998
The percent of U.S. households who bake using a mix has gone down to 70% from 72%
in 1998.
The percent of U.S. households who bake from scratch has gone down to 66% from
68% in 1998.
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16
The U.S. Food Storage Container Market 2000
Americans Are Baking From Scratch Less Often
Among US Households (N = 500)
Frequency of Baking Activities
(Number of TImes per Month)
3.1
Bake Using a Mix
3.2
5.1
Bake from
Scratch
4.2
0
1
2
3
2000
•
•
4
5
6
1998
The number of times the typical U.S. household bakes from scratch has gone down
from 5.1 times per month in 1998 to 4.2 times per month today.
The number of times the typical U.S. household bakes using a mix has not changed
since 1998.
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17
The U.S. Food Storage Container Market 2000
Americans Do Some Investment Cooking
Among US Households (N = 500)
Frequency of Investment Cooking
Incidence of Investment Cooking
60.0%
7
56.6%
6.3
6
50.0%
5
40.0%
4
30.0%
3
20.0%
2
10.0%
1
0
0.0%
# o f Times/Month
% of U.S. Households
•
•
57% of U.S. households investment cook, that is, they cook a variety of dishes at one
time and freeze some for later use.
They do this an average of 6.3 times per month.
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18
The U.S. Food Storage Container Market 2000
Investment Cooking is On the Rise
Among US Households (N = 500)
Incidence of Investment Cooking
Frequency of Investment Cooking
(% of U.S. Households)
( A v e ra g e N u m b e r o f T i m e s p e r Mo n t h )
57.0%
56.6%
7
6.3
56.0%
6
55.0%
5
4
54.0%
2.9
3
53.0%
53.0%
2
52.0%
1
51.0%
0
2000
•
•
1998
2000
1998
The number of U.S. households who cook a variety of dishes at one time and freeze
some for later use has increased to 57% from 53% in 1998.
The number of times the average U.S. household cooks a variety of dishes at one time
and freezes some for later use has increased to 6.3 times per month from 2.9 in 1998.
Copyright © 2000, Riedel Marketing Group
19
The U.S. Food Storage Container Market 2000
Market Size, Growth Trends, and
Market Dynamics
Food Storage Is A High Volume Product Category … In Unit Volume …
Past Year Purchase Incidence (N = 1,600)
43%
Sponges
Kitchen Tools and Gadgets
42%
36%
35%
Brooms
Mops
Brushes
32%
27%
23%
22%
Food Storage Containers
Oven Bakeware - Glass and Metal
Stovetop Cookware - Glass and Metal
Carpet Cleaners or Extractors
Microwave Cookware
Cutting Boards
Upright Vacuum Cleaners
Cutlery
Toaster Ovens
Step Stools
Canister Vacuum Cleaners
Portable Electric Heaters
Humidifiers
19%
18%
17%
16%
15%
8%
8%
8%
7%
7%
6%
5%
Shower Massagers
Handheld Vacuums, Corded
Handheld Vacuums, Cordless
Stick Vacuums, Corded
Electric Wet Scrubbers
Fondue Pots
Stick Vacuums, Cordless
4%
3%
3%
2%
1%
0%
•
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Of the 25 product categories that were tracked in this research study, only five have
higher annual purchase incidence – and thus, higher unit sales volume – than food
storage.
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21
The U.S. Food Storage Container Market 2000
… And in Retail Dollar Sales
Estimate of Retail Dollar Sales
(Based on Annual Purchase Incidence & Avgerage Price Paid)
Toaster Ovens
Average Price: $47 $374
Food Storage
Average Price: $15
Cutlery
Average Price: $27
Bakeware
Average Price: $20
Cookware
Average Price: $50
$0
•
$200
$394
$412
$460
$1,100
$400
$600
$800
$1,000
$1,200
Food Storage retail dollar sales are in the range of $400 million.
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22
The U.S. Food Storage Container Market 2000
Almost Two-Thirds of U.S. Households Own Food Storage Containers
Among US Households (N=1600)
Household Penetration
(% of U.S. Households That Own)
Do Not Own
38%
Own
62%
•
62% of U.S. households own food storage containers.
Copyright © 2000, Riedel Marketing Group
23
The U.S. Food Storage Container Market 2000
There Is an Opportunity to Increase the Size of the Food Storage Market
Household Penetration
76%
74%
72%
70%
68%
66%
64%
62%
60%
58%
56%
74%
70%
*
Tools and
Gadgets
•
73%
Bakeware
Cookware
62%
62%
Food Storage
Cutlery
There are a number of U.S. households that own cookware and bakeware but do NOT own
food storage containers. This may indicate that there is room for growth in the food
storage container product category by stimulating first time purchase among non-owner
households.
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24
The U.S. Food Storage Container Market 2000
Owners Tend to Buy New Food Storage Containers on Impulse
Among US Households (N=1600) Food Storage Container Owners (N = 251)
Purchase Incidence & Purchase Intent Among Food
Storage Container Owners
27%
27%
27%
27%
26%
26%
26%
26%
26%
25%
27%
26%
Percent of US Households Who
Bought in the Past Year
•
•
Percent of Owners Who Plan to Buy
in the Next Year
27% of US households purchased food storage in the past year.
26% of food storage container owners say that they definitely or probably will purchase
new food storage containers in the next year. Compared to other product categories
(for example, cookware at 48% and bakeware at 39%), this is not a particularly high
level of purchase intent. This would indicate that a fairly large amount of food storage
purchases by owners are made on impulse and were not pre-planned.
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25
The U.S. Food Storage Container Market 2000
More than 6 Different Brands Can Be Found in U.S. Kitchen Cabinets
Among Those That Own and Actively Participated in the Purchase of a Food Storage Container (N = 251)
Which brands of food storage
containers do you currently have in your
household?
0%
20%
40%
11%
GladWare
3%
Sterlite
2%
Anchor Hocking
2%
Don't Know
100%
41%
Rubbermaid
Other
80%
48%
Tupperware
Ziplock
60%
8%
14%
• Almost half of food storage container owners own at least one Tupperware food
storage container and 41% own Rubbermaid.
• Unlike other product categories such as cutlery and bakeware in which a fairly
large percent of owners do not know what brand they own, only 14% of food
storage owners do not know what brand they own.
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26
The U.S. Food Storage Container Market 2000
Disposable Containers Have Made Inroads Since Their Introduction
Among Those That Own and Actively Participated in the Purchase of a Food Storage Container (N = 251)
Which brands of food storage
containers do you currently have in your
household?
0%
20%
40%
Tupperware
Other
Don't Know
80%
100%
48%
Rubbermaid
Disposable
60%
41%
14%
12%
14%
• 14% own of food storage container owners own GladWare or Ziploc disposable
food storage containers.
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27
The U.S. Food Storage Container Market 2000
The Largest Price Segment is the “Under $5” Price Segment
Among Those That Own and Actively Participated in the Purchase of a Food Storage Container (N = 251)
100%
4%
Less than $2
20%
$2 to $4.99
15%
$5 to $9.99
15%
$10 to $19.99
10%
$20 to $29.99
11%
$30 or more
25%
Don’t Know
80%
60%
40%
20%
Mean Price = $15
0%
Total
• 25% of food storage container owners report that they paid less than $5 for their
most recent food storage container purchase.
• 15% report that they paid between $5 and $9.99.
• 15% paid between $10 and $19.99 for their most recent food storage container
purchase.
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28
The U.S. Food Storage Container Market 2000
Demographics
Owner Demographics Similar to Demographics of Total U.S. HH Pop.
Survey
Total
Total
Respondents (N=251) Owners (N=992) Sample (N=1600)
Which describes you personally?
My children are grown up and are on their own
I live in my first apartment or home outside of
my parent’s home
I am expecting a baby/had a baby in the past year
I have gotten married within the past year
None of the above
Refused
People, including children, living In HH
One
Two
Three
Four
Five
Six or more
Refused
Mean
Children under 18 living in HH
Yes
No
Refused
Mean
What are their ages?
Under three
Three to five
Six to eleven
Twelve to seventeen
Refused
Mean
Copyright © 2000, Riedel Marketing Group
30
18%
23%
24%
19
4
3
56
1
16
5
3
54
1
17
6
3
52
<1
18%
23
21
18
14
5
2
3.0 people
14%
27
21
21
11
5
1
3.0 people
14%
28
21
21
10
4
1
3.0 people
62%
36
1
1.4 children
57%
42
1
1.4 children
57%
42
1
1.4 children
21%
24
45
48
4
8.5 yrs.old
22%
25
48
47
2
8.4 yrs. old
20%
24
46
46
2
8.5 yrs. old
The U.S. Food Storage Container Market 2000
Owner Demographics Similar to Demographics of Total U.S. HH Pop.
Survey
Total
Total
Respondents (N=251)Owners (N=992)Sample (N=1600)
Last Year of Education Completed
Not more than grade school
Some high school
Completed high school
Some college
Completed college
Completed grad school
Trade/technical school
Other
Refused
Current Employment Status
Full time employed
Self employed
Part-time employed
Retired
Not employed outside of home
Looking for employment
Student
Disabled
Refused
Total Household Yearly Income
Under $25,000
$25,000 - $39,999
$40,000 - $54,999
$55,000 - $69,999
$70,000 - $84,999
$85,000 - $99,999
$100,000 and over
Refused
Mean (000’s)
Copyright © 2000, Riedel Marketing Group
1%
6
25
26
23
36%
13
4
2
1%
4
24
30
25
36%
11
4
<1
1
1%
5
25
30
24
35%
11
3
<1
1
59%
5
12
5
11
2
3
2
2
59%
6
11
7
9
3
2
2
1
60%
6
10
8
9
3
2
2
1
16%
23
16
11
12
2
6
15
49.5
31
76%
15%
21
18
13
8
4
7
15
51.2
76%
76%
16%
20
18
11
8
4
7
16
50.9
The U.S. Food Storage Container Market 2000
Owner Demographics Similar to Demographics of Total U.S. HH Pop.
Survey
Total
Total
Respondents (N=251)Owners (N=992)Sample (N=1600)
Ethnicity
Caucasian
Hispanic/Latino
Asian
Black/African American
Native American
Refused
Other
73%
8
4
10
<1
3
<1
72%
12
3
10
<1
2
1
71%
11
3
12
<1
2
<1
Geographical Region
South (Net)
Midwest (Net)
West (Net)
Northeast (Net)
27%
25
29
19
32%
25
24
18
32%
25
25
18
Gender
Male
Female
28%
72
35%
65
36%
64
32%
37
28
3
39.5
29%
33
30
8
41.4
28%
31
31
10
41.9
Age
21 – 34
35 – 44
45 – 54
55 – 69
Mean - years
Copyright © 2000, Riedel Marketing Group
32
The U.S. Food Storage Container Market 2000
The Key Target Market for Food Storage is Current Owners
Among Those That Own and Actively Participated in the Purchase of a Food Storage Container (N = 251)
0%
20%
40%
60%
80%
100%
36%
Needed An Additional One
Old Container Was Wearing Out
21%
First One
19%
Needed A Bigger or Smaller Size
15%
Old One was Stained, Dirty or Warped
4%
Old Container Did Not Have the Features
of the New One
3%
Bought it as a Gift
1%
Other
2%
• The primary reason for purchase of new food storage containers is either because
the owner needs an additional storage container or to replace a container that is
wearing out.
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33
The U.S. Food Storage Container Market 2000
Newlyweds Are More Likely to Acquire Food Storage Than Other Groups
Among US Households (N = 1600)
Past Year Purchase
32.5%
35.0%
30.0%
24.9%
25.0%
22.4%
22.6%
Pregnant/New
Born
Empty Nester
20.0%
15.0%
10.0%
5.0%
0.0%
1st Home out of
Parent's Home
•
Newlyweds/No
Child
31% of food storage container owners who are newlyweds acquired food
storage containers in the past year.
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34
The U.S. Food Storage Container Market 2000
Purchase Decision-Making
Food Storage Container Purchase Decisions are Typically Made in Store
Among Those That Own and Actively Participated in the Purchase of a Food Storage Container (N = 251)
Which of the Following Best Describes the Purchase of Your Last Food Container?
0%
20%
40%
You saw the item in the store
and purchased it on impulse
19%
You waited to purchase until the item
was on sale or promotion
18%
Item was on shopping list, but you
visited several different stores before
making the purchase
4%
Tupperware party/Home party
4%
Other
80%
100%
51%
Item was on shopping list and you bought it
the next time you were at the store
Gift/Can’t remember how purchased
60%
1%
3%
• One-half of purchasers indicate that their last purchase of a food storage container
was purchased on impulse.
• Another 18% waited for a sale.
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36
The U.S. Food Storage Container Market 2000
Even Those Who Planned the Purchase Made the Final Decision In-Store
Among Those That Own and Actively Participated in the Purchase of a Food Storage Container and Made
The Decision to Purchase Before Going to the Store (N = 127)
When Did You Make the Decision on the Specific Brand and Item?
0%
20%
40%
While in the store after looking at
the items which were available
80%
100%
57%
Before going to the store
Don’t remember
60%
33%
10%
• Even among those who came to the store planning to purchase food storage container,
over 50% indicate they had made the decision on the specific brand and item while they
were in the store after looking at the items which were available.
Copyright © 2000, Riedel Marketing Group
37
The U.S. Food Storage Container Market 2000
Retail Display Activity and Sales Drive Retail Sales
Among Those That Own and Actively Participated in the Purchase of a Food Storage Container (N = 251)
Which Was Most Influential in Selecting Specific Brand & Item
0%
20%
8%
Previously Had Other Same Brand Products
7%
Family/Friend Recommendation
TV or Magazine Ad
6%
Seeing a Store Advertisement
6%
Don't Know
100%
17%
Previously Had Same Brand of Container
Store Personnel Recommendation
80%
20%
Being on Sale
Physician Making a Recommendation
60%
26%
Seeing It On Display in Store
Seeing it Demonstrated
40%
4%
1%
<1%
5%
• “Seeing It on Display in Store” and “Being on Sale” are the most influential factors
in choosing a Food Storage Container.
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The U.S. Food Storage Container Market 2000
Food Storage Containers are NOT a Popular Gift Item
Bought to Give As A Gift
(% of U.S. Households)
FOOD STORAGE
3%
Cutlery
6%
Cookware
7%
Bakeware
8%
0%
•
2%
4%
6%
8%
10%
3% of U.S. households bought food storage containers to give as gifts. In contrast, 8%
of U.S. households bought bakeware in the past year to give as gifts.
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The U.S. Food Storage Container Market 2000
Food Storage Containers Are NOT Popular Wedding Gifts
Among US Households (N = 1,600)
Bought to Give as a Gift
0%
Bought Food Storage
Container In the Past
Year
20%
3.0%
40%
60%
80%
100%
Food Storage Container Purchased As
A Wedding Gift? (N = 52)
Food Storage Container Purchased
Because It Was Listed
on a Bridal Registry? (N = 22)
58%
No
42%
Yes
79%
No
0%
20%
40%
60%
80%
100%
21%
Yes
0%
20%
40%
60%
80%
100%
• Of the 3% of U.S. households who bought food storage containers in the past year
to give as a gift, only 42% purchased bakeware to give as a wedding gift.
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40
The U.S. Food Storage Container Market 2000
Question-by-Question
Survey Results
Food Storage Container Ownership and Past Year Purchase
Among US Households (N = 1,600)
0%
20%
40%
60%
Own Food Storage
Container
100%
62%
Bought Food Storage
Container In the Past Year*
Bought Food Storage
Container As a Gift In the
Past Year*
80%
27%
3%
Food Storage Container Purchased As
A Wedding Gift? (N = 52)
Food Storage Container Purchased
Because It Was Listed
on a Bridal Registry? (N = 22)
58%
No
42%
Yes
79%
No
0%
20%
40%
60%
80%
100%
21%
Yes
0%
20%
40%
60%
80%
•
Over three-fifths of households own at least one food storage container.
•
27% of U.S. households bought at least one food storage container in the past year.
•
3% of U.S. households bought food storage containers in the past year to give as a gift.
•
Of the 3% that bought for gift-giving purposes, 42% bought food storage containers to give as a wedding gift.
•
Less than one quarter of the food storage containers that were bought to give as a wedding gift was purchased
because it was listed on a bridal registry.
100%
* Caution: Not all of these respondents actively participated in the purchase of a Food Storage Container.
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42
The U.S. Food Storage Container Market 2000
Past Year Purchase of Food Storage Containers
Among Total Owners of Food Storage Containers (N = 992)
Was Food Storage Container Acquired in the Past Year? (N = 992)
43%
Yes
No
57%
0%
•
20%
40%
60%
80%
100%
More than two out of five food storage container owner households indicate that a new food storage container
was acquired during the past year.
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43
The U.S. Food Storage Container Market 2000
Purchase of Food Storage Containers in Past Year
Among Those That Own and Actively Participated in the Purchase of a Food Storage Container (N = 251)
Was Food Storage Container Acquired
in the Past Year?
Total
63%
Yes
No
Refused
What Type Did You Purchase? (N = 157)
35%
2%
0%
20%
40%
60%
80%
100%
•
Over three-fifths of those that own and actively participated in the purchase of a
food storage container indicate that they acquired at least one new food storage
container in the past year.
•
When asked an open-ended question about which type of food storage
container they purchased, 70% mentioned the BRAND of food storage
container they purchased. Tupperware and Rubbermaid are the most
frequently mentioned brands.
•
At least 20% of owners purchased disposable food storage containers in the
past year. Although only 4% specifically mentioned “disposable” when asked
what type of food storage container they had bought, 20% mentioned either
“GladWare” or “Ziploc” as the type they had purchased.
Brand (Net)
Rubbermaid
Tupperware
GladWare
Ziploc
Other brand names
70%
26
31
14
6
6
Style (Net)
Size (large/small/quart)
Plastic
Disposable
Shape (round, square, etc)
Vacuum lock/resealable
Microwave safe
Reusable
Other style
28%
9
8
4
3
2
2
1
2
Bowls/Dishes (Net)
Bowls/bowls with lids
Microwave bowls
Cereal bowls
Other bowls/dishes
19%
12
3
1
3
Other food storage containers (Net)
Canisters
Lunch/sandwich
Food storage containers
Freezer
Other food storage containers
15%
5
3
2
2
3
Don’t remember
1%
It should be noted, to participate in the Food Storage Container survey (N = 251), results beginning on page 18, respondents had to personally participate in the purchase
of a food storage container.
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44
The U.S. Food Storage Container Market 2000
Last Food Storage Container Purchase: Impulse or Planned
Among Those That Own and Actively Participated in the Purchase of a Food Storage Container (N = 251)
Which of the Following Best Describes the Purchase of Your Last Food Container?
0%
20%
40%
You saw the item in the store
and purchased it on impulse
•
100%
19%
You waited to purchase until the item
was on sale or promotion
18%
Item was on shopping list, but you
visited several different stores before
making the purchase
4%
Tupperware party/Home party
4%
Other
80%
51%
Item was on shopping list and you bought it
the next time you were at the store
Gift/Can’t remember how purchased
60%
1%
3%
One-half of purchasers indicate that their last purchase of a food storage container was purchased on impulse.
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45
The U.S. Food Storage Container Market 2000
Details of Last Food Storage Container Purchase – Brand and Item
Among Those That Own and Actively Participated in the Purchase of a Food Storage Container and Made
The Decision to Purchase Before Going to the Store (N = 127)
When Did You Make the Decision on the Specific Brand and Item?
0%
20%
40%
While in the store after looking at
the items which were available
•
80%
100%
57%
Before going to the store
Don’t remember
60%
33%
10%
Among those food storage container owner households who did NOT buy on impulse, over
50% indicate they had made the decision on the specific brand and item while they were in the
store after looking at the items which were available.
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46
The U.S. Food Storage Container Market 2000
Time Between Decision to Purchase and Actual Purchase
Among Those That Own and Actively Participated in the Purchase of a Food Storage Container (N = 251)
Mean Hours = 11.2
100%
80%
47%
A Few Minutes
8%
A Few Hours to the Next Day
20%
A Few to Several Days Later
60%
40%
20%
Weeks Later
13%
0%
More Than a Month Later, But Less Than 6 Months
1% More Than a Year Later
Don’t Know
5%
6%
Total
When asked how much time passed between when they decided to buy a new food storage container to when
they actually bought it, 47% of owners of food storage containers said they took took only a few minutes to
make the decision on which food storage container to purchase.
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47
The U.S. Food Storage Container Market 2000
Price of Food Storage Container
Among Those That Own and Actively Participated in the Purchase of a Food Storage Container (N = 251)
Mean Price = $14.60
100%
Less than $2
4%
20%
$2 to $4.99
15%
$5 to $9.99
15%
$10 to $19.99
10%
$20 to $29.99
11%
$30 or more
25%
Don’t Know
80%
60%
40%
20%
0%
Total
•
On average, owners paid $14.60 for their food storage container.
•
21% paid $20 or more and 24% paid less than $5.
•
25% did not remember how much they paid for their most recent food storage container purchase.
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48
The U.S. Food Storage Container Market 2000
Most Influential Factor in Choosing Brand and Item
Among Those That Own and Actively Participated in the Purchase of a Food Storage Container (N = 251)
0%
20%
8%
Previously Had Other Same Brand Products
7%
Family/Friend Recommendation
TV or Magazine Ad
6%
Seeing a Store Advertisement
6%
Don't Know
•
100%
17%
Previously Had Same Brand of Container
Store Personnel Recommendation
80%
20%
Being on Sale
Physician Making a Recommendation
60%
26%
Seeing It On Display in Store
Seeing it Demonstrated
40%
4%
1%
<1%
5%
“Seeing It on Display in Store” and “Being on Sale” are the most influential factors in choosing a Food
Storage Container.
Copyright © 2000, Riedel Marketing Group
49
The U.S. Food Storage Container Market 2000
Reasons for Purchasing Food Storage Container
Among Those That Own and Actively Participated in the Purchase of a Food Storage Container (N = 251)
0%
20%
40%
60%
80%
100%
36%
Needed An Additional One
Old Container Was Wearing Out
21%
First One
19%
Needed A Bigger or Smaller Size
15%
Old One was Stained, Dirty or Warped
4%
Old Container Did Not Have the Features
of the New One
3%
Bought it as a Gift
1%
Other
2%
•
Over one third of owners purchased a new food container because they needed an additional one.
•
Over 21% bought a new food storage container because the old one was wearing out.
•
Nearly one-fifth of owners purchased their first food storage container in the past year.
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50
The U.S. Food Storage Container Market 2000
Brand Of Food Storage Containers Currently In Household
Among Those That Own and Actively Participated in the Purchase of a Food Storage Container (N = 251)
0%
20%
40%
Rubbermaid
11%
3%
Sterlite
2%
Anchor Hocking
2%
Don't Know
100%
41%
GladWare
Other
80%
48%
Tupperware
Ziplock
60%
8%
14%
•
Almost half of food storage container owners own at least one Tupperware food storage container.
•
41% own Rubbermaid.
•
14% own GladWare or Ziploc disposable food storage containers.
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51
The U.S. Food Storage Container Market 2000
How Often Food Storage Containers Are Used
Among Those That Own and Actively Participated in the Purchase of a Food Storage Container (N = 251)
Mean Times/Month = 24.4
100%
80%
66%
Everyday
16%
3 – 6 times/week (20x/month)
10%
8 Times a Month
60%
40%
20%
2 Times a Month
1% 6 – 11 Times a Year
1% Don’t Use It
5%
0%
Total
•
Two-thirds of owners use food storage containers every day.
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52
The U.S. Food Storage Container Market 2000
Members of Household Who Use Food Storage Containers
Among Those That Own and Actively Participated in the Purchase of a Food Storage Container (N = 251)
0%
20%
40%
60%
60%
Male head of HH
Teenager ages 12 - 20
20%
15%
Children under 12
7%
Other female adult in HH
Don’t Know
•
100%
83%
Female head of HH
Other male adult in HH
80%
4%
1%
While women primarily use food storage containers, three-fifths of food storage containers are also used by men.
Copyright © 2000, Riedel Marketing Group
53
The U.S. Food Storage Container Market 2000
Likelihood of Food Storage Container Purchase in the Next Year
Among Those That Own and Actively Participated in the Purchase of a Food Storage Container (N = 251)
Mean = 2.7
100%
7%
Definitely Will Purchase
80%
19%
Probably Will Purchase
60%
25%
Might or Might Not Purchase
31%
Probably Will Not Purchase
16%
Definitely Will Not Purchase
1% Don’t Know
26%
40%
20%
0%
Total
•
Over one-quarter of owners indicate that they are likely to purchase (definitely/probably will purchase) a new
food storage container in the next year.
Copyright © 2000, Riedel Marketing Group
54
The U.S. Food Storage Container Market 2000
Appendices
Geographic Regions
West
Midwest
Northeast
South
California
Illinois
Connecticut
Alabama
Colorado
Indiana
Maine
Arkansas
Idaho
Iowa
Massachusetts
Delaware
Montana
Kansas
New Hampshire
Florida
Nevada
Michigan
New Jersey
Georgia
New Mexico
Minnesota
New York
Kentucky
Oregon
Missouri
Pennsylvania
Louisiana
Utah
Nebraska
Rhode Island
Maryland
Washington
North Dakota
Vermont
Mississippi
Wyoming
Ohio
North Carolina
South Dakota
Oklahoma
Wisconsin
South Carolina
Tennessee
Texas
Virginia
Washington DC
West Virginia
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56
The U.S. Food Storage Container Market 2000
Credentials
Riedel Marketing Group (RMG) is THE source for multi-client consumer market research for the
housewares industry. Our multi-client research studies are based on primary quantitative
consumer market research and not on anecdotes, focus groups or statistically shaky research.
We publish the well-regarded Consumer MarketPulse and Manufacturers’ Insight into Consumer
Attitudes multi-client consumer market research studies. Since 1994, we have published more
than 25 reports on a wide variety of housewares product categories including coffee grinders,
deep fat fryers, electric skillets/griddles; electric roaster ovens, bread makers, air cleaners, water
filters, cookware, bakeware, kitchen gadgets, coffee and espresso makers, humidifiers, and
portable electric heaters. In 1998, we pioneered The Crystal Ball Report which is the first-ever
trend report that focuses specifically and exclusively on the trends that are impacting the
housewares industry.
Over forty top housewares manufacturers – such as Newell Rubbermaid, World Kitchen, The
Holmes Group, Mirro, Bradshaw International, Whirlpool, and Libbey, and many others – rely on
our multi-client studies. They get projectable quantitative data about attitudes and purchase
behaviors of consumers in their product categories and in product categories that they are
thinking about entering ... for a fraction of what they’d pay if they commissioned the research on a
proprietary basis.
In January 2000, Riedel Marketing Group teamed with the National Housewares Manufacturers
Association (NHMA) to start publishing a new quarterly statistical newsletter targeted to the needs
of NHMA members and the retail community.
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57
The U.S. Food Storage Container Market 2000
Questionnaire
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58
The U.S. Food Storage Container Market 2000