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Tires - US - November 2016

The replacement tire market is an extremely competitive market with a large number of brands competing for consumers in the US. Mintel forecasts a drop in sales, so brands will have to work to gain market share to continue growth. Marketers will need to find savvy ways to reach consumers who vary in purchase motivations and vehicle maintenance behavior.

This report examines the following issues:

  • Deflated sales on the road ahead
  • Most consumers don’t think about their tires until there is an issue
  • Online tire sales minimal compared to brick and mortar retail

For the purposes of this Report, Mintel has used the following definitions:

As defined by this Report, the replacement tire market are those sold for passenger cars and light trucks, including all subcompact, compact, midsized, or full-sized sedans, hatchbacks, or convertibles; compact, midsized, or full-sized truck-based SUVs; compact, midsized, or full-sized car-based crossovers; minivans or MPVs (multipurpose vehicle); compact, midsized, or full-sized pickup trucks or vans; any type of hybrid electric, electric, or alternatively fueled vehicle; any type of luxury vehicle; any type of classic car; or any variation above, so long as it’s for noncommercial use.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The issues
            • Deflated sales on the road ahead
              • Figure 1: Total US sales and fan chart forecast of total replacement tire sales, 2011-21
            • Most consumers don’t think about their tires until there is an issue
              • Figure 2: Attitudes toward tires, by gender, August 2016
            • Online tire sales minimal compared to brick and mortar retail
              • Figure 3: Tire purchase location, August 2016
            • The opportunities
              • Consumers see value in professional tire installation
                • Figure 4: Attitudes toward tires, by household income, August 2016
              • Few consumers opt for the cheapest option available
                • Figure 5: Tire maintenance behavior, August 2016
              • Women are more open to multiple brands for their next tire purchase
                • Figure 6: Tire brand consideration, by gender, August 2016
              • What it means
              • The Market – What You Need to Know

                • Tire marketplace is extremely crowded and competitive
                  • Independent tire retailers dominate US market
                    • Passenger replacement tire sales forecasted to drop
                    • Market Size and Forecast

                      • Sales revenue expected to deflate down the road
                        • Figure 7: Total US sales and fan chart forecast of total replacement tire sales, at current prices, 2011-21
                        • Figure 8: Total US retail sales and forecast of replacement tires, at current prices, 2011-21
                    • Market Breakdown

                      • Passenger car tire sales drop while light truck tire sales stagnate
                        • Figure 9: Sales of replacement tire sales, by segment, at current prices, 2011-21
                      • Independent dealers remain main location for tire purchases
                        • Figure 10: Total US retail sales of replacement tires, by channel, 2015
                    • Market Factors

                      • Low gas prices spur sales
                        • Figure 11: All grades all formulations retail gasoline prices, dollars per gallon, January 2007-September 2016
                      • Rise in miles driven increases tire usage
                        • Figure 12: US miles traveled, all roads and streets, 1990-2015
                    • Key Players – What You Need to Know

                      • Goodyear is the leading brand in US
                        • Bridgestone Corporation leads US in tire sales
                        • Manufacturer Sales of Replacement Tires

                          • Manufacturer sales of replacement tires
                            • Figure 13: Unit sales of U.S. replacement passenger and truck tires, by manufacturer brand, 2015
                        • What’s Working?

                          • Flagship tire brands sustain strong brand recognition
                            • Figure 14: Goodyear online advertisement, October 2016
                            • Figure 15: Michelin online advertisement, March 2016
                            • Figure 16: Firestone online advertisement, May 2016
                        • What’s Struggling?

                          • Smaller, lesser-known brands struggle in a crowded marketplace
                          • What’s Next?

                            • Airless tires may find their way into commercial markets soon
                              • Figure 17: Bridgestone air free concept tire, November 2013
                          • The Consumer – What You Need to Know

                            • Online tire sales minimal
                              • Discount Tire attracts older consumers, Walmart attracts Millennials
                                • Consumers don’t think about their tires
                                  • Consumers find value in professional installation
                                  • Most Recent Tire Purchase

                                    • Majority of consumers purchased tires within two years ago
                                      • Figure 18: Most recent tire purchase, august 2016
                                    • Women less likely to make tire purchases then men
                                      • Figure 19: Most recent tire purchase, by gender, august 2016
                                  • Tire Purchase Location

                                    • Discount Tire attracts a solid following
                                      • Figure 20: Tire purchase location, august 2016
                                      • Figure 21: Tire purchase location, by age, august 2016
                                    • Online tire retailing lags behind brick and mortar sales
                                      • Figure 22: Tire purchase location, august 2016
                                      • Figure 23: Discount Tire email campaign, April 2016
                                    • Millennials more likely to purchase tires at Walmart
                                      • Figure 24: Tire purchase location, by generation, august 2016
                                  • Tire Maintenance Behavior

                                    • General tire maintenance behavior is reactive not proactive
                                      • Figure 25: tire maintenance behavior, august 2016
                                    • Millennials most likely to change their own tires
                                      • Figure 26: tire maintenance behavior, by generation, august 2016
                                    • Northeast main consumers of seasonal tires
                                      • Figure 27: tire maintenance behavior, by geographic area, august 2016
                                    • Online researchers more proactive and willing to pay more
                                      • Figure 28: Tire maintenance behavior – CHAID – Tree output, August 2016
                                      • Figure 29: Tire maintenance behavior, by online tire researchers, August 2016
                                  • Tire Brands

                                    • Over a quarter of consumers know tire brand for next purchase
                                      • Figure 30: Tire brands, August 2016
                                    • Men more sure what tire brand they will purchase
                                      • Figure 31: Tire brands, by gender, August 2016
                                    • Hispanics most likely to have specific tire brand in mind
                                      • Figure 32: Tire brands, by race and hispanic origin, August 2016
                                  • Price Sensitivity Analysis

                                      • Tires price sensitivity analysis
                                        • Figure 33: Complete set of tires and installation – optimal price, July 2016
                                    • Attitudes toward Tires

                                      • Consumers find value in professional tire installation
                                        • Figure 34: Attitudes toward tires, august 2016
                                      • Women more likely than men to ignore tires until an issue arises
                                        • Figure 35: Attitudes toward tires, by gender, august 2016
                                      • Younger age groups less reliant on mainstream brands
                                        • Figure 36: Attitudes toward tires, by gender and age, august 2016
                                      • Run-flat tires appealing to younger demographics
                                        • Figure 37: Attitudes toward tires, by age, august 2016
                                      • Lesser known brands should target parents
                                        • Figure 38: Attitudes toward tires, by parental status, august 2016
                                    • Appendix – Data Sources and Abbreviations

                                      • Data sources
                                        • Sales data
                                          • Fan chart forecast
                                            • Consumer survey data
                                              • Direct marketing creative
                                                • Abbreviations and terms
                                                  • Terms
                                                  • Appendix – Market

                                                      • Figure 39: Total US retail sales and forecast of replacement tires, at inflation-adjusted prices, 2011-21
                                                      • Figure 40: Unit sales of US replacement passenger and truck tires, by manufacturer brand, 2015
                                                      • Figure 41: Total US retail sales of replacement tires, by segment, at current prices, 2014 and 2016
                                                      • Figure 42: Total US retail sales of replacement tires, by channel at current prices, 2013 and 2015
                                                  • Appendix – Consumer

                                                    • CHAID Analysis Methodology
                                                      • Figure 43: Tire maintenance behavior – CHAID – Table output, August 2016

                                                  Companies Covered

                                                  To learn more about the companies covered in this report please contact us.

                                                  Tires - US - November 2016

                                                  US $3,995.00 (Excl.Tax)