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"Consumers are much more likely to listen to a professional when it comes to selecting tires for their vehicle. Tires aren’t a top of mind purchase for the majority of consumers, and for the most part, tires aren’t an issue for consumers until they become an issue. When problems do arise, consumers rely upon their trusted retailer to steer them in the right direction. Tire brands and retailers need to ensure that they’re positioning themselves as a leading expert if they want to earn the business of consumers. Regardless of the cost of tires, consumers need to feel that they’re being guided to make a purchase that will guarantee them peace of mind."
- Hannah Keshishian, Automotive Analyst

This Report looks at the following areas:

  • Consumers need to be educated about their tires
  • Consumers don’t buy tires, they buy peace of mind

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • What tire brands and retailers want to know
            • Consumers need to be educated about their tires
              • Where tire brands and retailers can succeed
                • Consumers don’t buy tires, they buy peace of mind
                • The Market – What You Need to Know

                  • Continuously declining DPI likely to affect tire market
                    • Michelin, Total Goodyear and Total Bridgestone dominate tire sales
                      • Steady rubber prices to provide boon to consumers
                      • Market Size and Forecast

                        • US tire market is healthy, for now
                          • Figure 1: Total US sales and fan chart forecast of market, at current prices, 2011-21
                          • Figure 2: Total US sales and forecast of replacement tires, at current prices, 2014-24
                      • Market Breakdown

                        • US total sales by brand share
                          • Figure 3: US manufacturers’ unit shipments of replacement passenger and light truck tires, by manufacturer brand share, 2018
                      • Market Factors

                        • Declining DPI poses threat to tire market
                          • Figure 4: Consumer attitudes toward their tire retailer, September 2019
                        • Consumer confidence continues to wane
                          • Figure 5: Consumer attitudes toward their tire retailer, September 2019
                        • The average price per pound of rubber remains steady
                          • Figure 6: Global price of rubber, US cents per pound, annual, not seasonally adjusted, September 2019
                      • Key Players – What You Need to Know

                        • Puncture-proof tires
                          • Consumers aren’t likely to invest in seasonal tires
                            • The next generation of tires won’t let consumers ignore them
                            • What’s Happening?

                              • Domino’s delivers pothole solution to pizza lovers in need
                                • Figure 7: Paving for Pizza 50 states completion map, October 2019
                              • GM and Michelin team up to produce puncture-proof tires
                              • What’s Struggling?

                                • Consumers view seasonal tires as a waste of money
                                • What’s Next?

                                  • SEMA prepares for 3D printing and the future of automotive
                                    • How will talking tires affect the in-vehicle experience?
                                    • The Consumer – What You Need to Know

                                      • Trust is key when selecting a tire retailer
                                        • Tire brand awareness increases with age
                                          • Parents are more likely to invest in run-flat tires
                                            • Not all tire brands are equal in the eyes of consumers
                                              • Consumers are open to stretching their budget for quality tires
                                              • Most Recent Tire Purchase

                                                • More than two thirds of tire purchases were made within the past three years
                                                  • Figure 8: Most recent tire purchase, September 2019
                                                • Most consumers don’t know what tire brand is on their most driven vehicle
                                                  • Figure 9: Knowledge of tire brand ownership, September 2019
                                                • Tire ownership awareness increases with age
                                                  • Figure 10: Knowledge of tire brand ownership, by generation, September 2019
                                                • Consumers are still buying tires in sets of four
                                                  • Figure 11: Number of tires purchased, September 2019
                                              • Tire Purchase Location

                                                • There isn’t a monopoly on tire purchase locations
                                                  • Figure 12: Recent tire purchase location, September 2019
                                                • Young male consumers are more likely to buy tires online
                                                  • Figure 13: Recent tire purchase location, by gender and age, September 2019
                                                • Gender doesn’t affect tire purchase location
                                                  • Figure 14: Recent tire purchase location, by gender, September 2019
                                                • Millennials will shop at a new tire store if pricing is competitive
                                                  • Figure 15: Willingness of tire purchase from a new retailer, by generation, September 2019
                                              • Reasons for Tire Purchase

                                                • Trust is a key factor when choosing where to purchase tires
                                                  • Figure 16: Consumer attitudes toward their tire retailer, September 2019
                                                • Warehouse club shoppers are more likely to research brands online
                                                  • Figure 17: Tire purchase research frequency, by location, September 2019
                                                • Millennials prefer brands that their mechanic recommends
                                                  • Figure 18: Preferred mechanic recommendation, by generation, September 2019
                                                • Price incentives have the potential to sway consumer purchase decisions…
                                                  • Figure 19: Price incentives as a purchase motivator, by generation, September 2019
                                                • …especially when it comes to parents on a budget
                                                  • Figure 20: Price incentives as a purchase motivator, by parental status, September 2019
                                              • Tire Price Expectations

                                                • Consumer threshold for tire prices is higher than you’d think
                                                  • Figure 21: Tires price sensitivity – Optimal price, August 2019
                                                  • Figure 22: Tires price sensitivity – Threshold prices, August 2019
                                              • Attitudes toward Tires

                                                • Generally speaking, consumers don’t think all tires are equal…
                                                  • Figure 23: Perception of tire brands being equal, by generation, September 2019
                                                • Young consumers are open to trying new tire brands
                                                  • Figure 24: Willingness to try new tire brands, by generation, September 2019
                                                • Parents see a greater benefit to having run-flat tires
                                                  • Figure 25: Opinion of run-flat tires, by parental status, September 2019
                                                • Tires aren’t an issue until they become an issue
                                                  • Figure 26: Tire top of mind awareness, by retailer, September 2019
                                              • Appendix – Data Sources and Abbreviations

                                                • Data sources
                                                  • Sales data
                                                    • Fan chart forecast
                                                      • Consumer survey data
                                                        • Consumer qualitative research
                                                          • Direct marketing creative
                                                            • Abbreviations and terms
                                                              • Abbreviations
                                                              • Appendix – The Consumer

                                                                • Repeat tire brand purchases depends on consumer/retailer relationship
                                                                  • Figure 27: Repeat purchase factors, September 2019

                                                              This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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                                                              • Consumer

                                                                Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                              • Brand/Company

                                                                Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                              • Data

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                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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