Table of Contents
Executive Summary
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- Overview
- Category trends
- Who’s organizing more?
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- Figure 1: More organized compared to last year, by age, major life event expected to occur in next year, July 2019
- Small spaces benefit from organization products
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- Figure 2: Enjoyment of organizing, select attitudes toward organizing, by living location, July 2019
- Participation does not always equate to purchases
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- Figure 3: Repertoire of items purchased, July 2019
- Organization is part of regular cleaning routines
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- Figure 4: Select attitudes toward organization, select reasons for organizing, July 2019
- Mass and online are shopping destinations for organization items
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- Figure 5: Retailers shopped – Any (net), July 2019
- Media spurs #organizationgoals
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- Figure 6: Select sources of organization inspiration, by age, July 2019
- Younger adults hold onto things, seek help in organizing process
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- Figure 7: Select attitudes toward organization, by age, July 2019
- What it means
The Market – What You Need to Know
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- Small space creates strong case for organization and storage
- College to parenthood are key organization years
Market Factors
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- Living situation trends provide positive outlook for category
- House size and composition changing
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- Figure 8: Annual births and general fertility rate, 2006-17
- Working remotely on the rise
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- Figure 9: Share of Americans working from home, 2000-17
- College enrollment on the decline
- Organization can help achieve parental aspirations
Key Trends – What You Need to Know
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- Media galvanizes organization trends . . .
- . . . yet challenges professional market
- Innovate for smaller living and retailers make moves to better compete
What’s Happening?
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- Retailers clean up thanks to Kondo craze
- Media influences and inspires organization
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- Figure 10: Mentions of organization content on social media, Twitter, Instagram and Pinterest, July 2017-19
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- Figure 11: The Home Edit Instagram page
- Figure 12: Target Instagram organization post, 2019
- Science supports organization as a way to improve health
Key Challenges
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- The messy myth: some adults thrive in “clutter and chaos”
- Little need for professional help
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- Figure 13: Organizing habits – Any room, July 2019
What’s Next?
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- Smaller spaces demand smarter storage solutions
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- Figure 14: Panasonic smart storage
- Storage and organization items become pretty AND practical
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- Figure 15: Decorative home organization on Pinterest and Instagram, July 2019
- Increasingly competitive retail space challenges specialty stores
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- Figure 16: Target home décor and storage section, Chicago, July 2019
The Consumer – What You Need to Know
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- Organizing is a DIY activity, with common living spaces most popular
- Mass merchandisers win over organization shoppers
- Organization is motivated by a range of reasons beyond seasonality
- Peers and media provide organization inspiration
- Adults look to simplify life through organization
Organizing Habits
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- Organizing is a DIY project for most
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- Figure 17: Organizing habits, July 2019
- Young adults, parents engaged in organizing
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- Figure 18: Repertoire of do it yourself organizing habits, by age, parental status, July 2019
- Urban dwellers, renters maximize storage in small spaces
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- Figure 19: Select spaces organized, by primary residence, living location, July 2019
Organization Items Purchased
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- Plastic bins and storage containers are top purchases
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- Figure 20: Organization items purchased, July 2019
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- Figure 21: Repertoire of items purchased, July 2019
- Younger adults look to organize and elevate space
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- Figure 22: Select organization items purchased, by age, July 2019
- Parents faced with more clutter seek functional, attractive items
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- Figure 23: Decorative organization items purchased, by parental status, age of child(ren), July 2019
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- Figure 24: Crate & Barrel kids organization products, June-July 2019
Retailers Shopped
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- Adults shop mass, online retailers over specialty
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- Figure 25: Retailers shopped, July 2019
- Younger shoppers, parents gravitate toward online, mass
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- Figure 26: Select retailers shopped, by age, parental status, July 2019
- Lower-income households shop value-based retailers
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- Figure 27: Select retailers shopped, by household income, July 2019
Reasons for Organizing
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- Organizing is something that is enjoyed, no longer a seasonal chore
- Organization and cleaning go hand in hand
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- Figure 28: Reasons for organizing, July 2019
- Lifestage brings out different organization motivators
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- Figure 29: Select reasons for organizing, by age, age of child(ren) in the household, July 2019
Influence and Inspiration
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- Peers and media are most influential
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- Figure 30: Neat method Instagram page
- Seeing is believing: in-store displays trigger inspiration, lead to purchases
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- Figure 31: Influence and inspiration for organizing, July 2019
- Traditional media inspires older adults, younger adults go online
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- Figure 32: Select sources of influence and inspiration for organization, by age, parental status, July 2019
Attitudes toward Organization
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- Majority organize regularly in order to streamline daily life
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- Figure 33: Attitudes toward organizing, July 2019
- Younger adults, parents could use some help getting organized
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- Figure 34: Select attitudes toward organizing – Agree, by age, parental status, July 2019
- Various life events create new marketing opportunities
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- Figure 35: HomeGoods college organization endcap, Chicago (Countryside), August 2019
- Figure 36: Select attitudes toward organizing – Agree, by major life event expected to occur in next year, July 2019
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Abbreviations and terms
- Abbreviations
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