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US Organizing the Home Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Organizing the Home market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Small spaces benefit from organization products
  • Participation does not always equate to purchases
  • Organization is part of regular cleaning routines
  • Mass and online are shopping destinations for organization items

Covered in this report

The focus of this report is on home organization projects that adults complete/purchase themselves, as well as projects completed by professionals. For the purpose of this Report, organization is defined as the way in which one structures and arranges their home and explores the motivations behind why adults undertake organization projects.

Expert analysis from a specialist in the field

Written by Rebecca Cullen, a leading analyst in the Household Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Perhaps a ramification of overconsumption in America is a new obsession with streamlining and “detoxing” every aspect of life, including the home, creating ample opportunities for the home storage and organization industry. Organizing the home is no longer a seasonal activity and retailers have a unique opportunity to increase participation by providing tools and services that help adults achieve their organized home goals Rebecca Cullen
Household Care Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Category trends
            • Who’s organizing more?
              • 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
              • Figure 2: Enjoyment of organizing, select attitudes toward organizing, by living location, July 2019
            • Participation does not always equate to purchases
              • Figure 3: Repertoire of items purchased, July 2019
            • Organization is part of regular cleaning routines
              • Figure 4: Select attitudes toward organization, select reasons for organizing, July 2019
            • Mass and online are shopping destinations for organization items
              • Figure 5: Retailers shopped – Any (net), July 2019
            • Media spurs #organizationgoals
              • Figure 6: Select sources of organization inspiration, by age, July 2019
            • Younger adults hold onto things, seek help in organizing process
              • Figure 7: Select attitudes toward organization, by age, July 2019
            • What it means
            • The Market – What You Need to Know

              • Small space creates strong case for organization and storage
                • College to parenthood are key organization years
                • Market Factors

                  • Living situation trends provide positive outlook for category
                    • House size and composition changing
                      • Figure 8: Annual births and general fertility rate, 2006-17
                    • Working remotely on the rise
                      • 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

                        • Media galvanizes organization trends . . .
                          • . . . yet challenges professional market
                            • Innovate for smaller living and retailers make moves to better compete
                            • What’s Happening?

                              • Retailers clean up thanks to Kondo craze
                                • Media influences and inspires organization
                                  • Figure 10: Mentions of organization content on social media, Twitter, Instagram and Pinterest, July 2017-19
                                  • 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

                                  • The messy myth: some adults thrive in “clutter and chaos”
                                    • Little need for professional help
                                      • Figure 13: Organizing habits – Any room, July 2019
                                  • What’s Next?

                                    • Smaller spaces demand smarter storage solutions
                                      • Figure 14: Panasonic smart storage
                                    • Storage and organization items become pretty AND practical
                                      • Figure 15: Decorative home organization on Pinterest and Instagram, July 2019
                                    • Increasingly competitive retail space challenges specialty stores
                                      • Figure 16: Target home décor and storage section, Chicago, July 2019
                                  • The Consumer – What You Need to Know

                                    • 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

                                              • Organizing is a DIY project for most
                                                • Figure 17: Organizing habits, July 2019
                                              • Young adults, parents engaged in organizing
                                                • Figure 18: Repertoire of do it yourself organizing habits, by age, parental status, July 2019
                                              • Urban dwellers, renters maximize storage in small spaces
                                                • Figure 19: Select spaces organized, by primary residence, living location, July 2019
                                            • Organization Items Purchased

                                              • Plastic bins and storage containers are top purchases
                                                • Figure 20: Organization items purchased, July 2019
                                                • Figure 21: Repertoire of items purchased, July 2019
                                              • Younger adults look to organize and elevate space
                                                • Figure 22: Select organization items purchased, by age, July 2019
                                              • Parents faced with more clutter seek functional, attractive items
                                                • Figure 23: Decorative organization items purchased, by parental status, age of child(ren), July 2019
                                                • Figure 24: Crate & Barrel kids organization products, June-July 2019
                                            • Retailers Shopped

                                              • Adults shop mass, online retailers over specialty
                                                • Figure 25: Retailers shopped, July 2019
                                              • Younger shoppers, parents gravitate toward online, mass
                                                • Figure 26: Select retailers shopped, by age, parental status, July 2019
                                              • Lower-income households shop value-based retailers
                                                • Figure 27: Select retailers shopped, by household income, July 2019
                                            • Reasons for Organizing

                                              • Organizing is something that is enjoyed, no longer a seasonal chore
                                                • Organization and cleaning go hand in hand
                                                  • Figure 28: Reasons for organizing, July 2019
                                                • Lifestage brings out different organization motivators
                                                  • Figure 29: Select reasons for organizing, by age, age of child(ren) in the household, July 2019
                                              • Influence and Inspiration

                                                • Peers and media are most influential
                                                  • Figure 30: Neat method Instagram page
                                                • Seeing is believing: in-store displays trigger inspiration, lead to purchases
                                                  • Figure 31: Influence and inspiration for organizing, July 2019
                                                • Traditional media inspires older adults, younger adults go online
                                                  • Figure 32: Select sources of influence and inspiration for organization, by age, parental status, July 2019
                                              • Attitudes toward Organization

                                                • Majority organize regularly in order to streamline daily life
                                                    • Figure 33: Attitudes toward organizing, July 2019
                                                  • Younger adults, parents could use some help getting organized
                                                    • Figure 34: Select attitudes toward organizing – Agree, by age, parental status, July 2019
                                                  • Various life events create new marketing opportunities
                                                    • 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

                                                  • Consumer survey data
                                                    • Abbreviations and terms
                                                      • Abbreviations