us portable heater market snapshot 2013

2013 U.S. Portable Heater Market ReportPublished May 2013

Background

The report is based on primary research done with Riedel Marketing

Group's proprietary consumer panel. HomeTrend Influentials (HIPsters)

are the bellwether for the mainstream population. Understanding changes

in the behaviors, habits and practices, and attitudes of HIPsters help

predict the changes the mainstream population will be making in the

months to come.

Online trend surveys were conducted with Riedel Marketing Group’s

proprietary HomeTrend Influentials Panel in July and October 2011 and

2012. (See Appendix I for more information about the HomeTrend

Influentials Panel.)

Copyright 2013 2013 U.S. Portable Heater Market

About the Author

A.J. Riedel, Senior Partner of Riedel Marketing Group

(RMG), is a highly regarded marketing authority in the

housewares industry, the top forecaster of

housewares trends, and an advisor to many

housewares companies. A.J. Riedel has 24 years of

experience and an excellent track record in the

housewares industry. Her knowledge and

understanding encompasses market dynamics,

channels of distribution, housewares consumers, and

trends impacting the industry, and marketing issues in

the housewares industry.


THE PORTABLE HEATER MARKET AT A GLANCE

In 2000, approximately 26% of U.S. households owned a portable heater,

based on a survey of 1,000 nationally representative households. In 2013,

60% of HomeTrend Influential panel members own a portable heater.

In 2000, approximately 7% of U.S. households purchased a new portable

heater in the previous 12 months. In 2013, 33% of HomeTrend Influential

panel members purchased a portable heater in the past year.

Although an apples-to-apples comparison cannot be made because of

sampling differences, it would appear that household penetration and

annual purchase incidence of portable heaters has increased significantly

over the past 12 years.

MARKET SIZE AND GROWTH TRENDS

The ceramic heater is the most popular type of portable heater followed by

the fan heater and the quartz heater. Oil-bath heaters are much less

popular than the other three types of portable heater.

More portable heaters are purchased at home centers than at any other

channel of distribution. Home centers are becoming a more important

channel of distribution and mass merchandisers are becoming less

important.

With the increased popularity of ceramic and quartz heaters and the

decreasing popularity of fan heaters, the high end ($75 +) portable heater

market has grown while the low end market (under $40) has declined.

MARKET DYNAMICS

Approximately one third of portable heater purchasers are first time buyers.

The purchase of a portable heater is typically a planned purchase but the

decision on which brand and model to buy is typically made in the store.

Seeing a portable heater on display in the store often influences the

purchase decision as does a recommendation from a friend or family

member.

Safety is an important consideration when purchasing a portable heater.

– Safety features such as automatic overheat shut-off thermostat, automatic shut-

off, audible safety alarm, and tip-over switch are the features that are most

important to respondents who are portable heater owners.

– Ceramic heaters are popular with prospective portable heater purchasers

because they are perceived as being the safest type of portable heater.

Brand name is not particularly important in the portable heater category.

– One in four people who purchased a portable heater within the past year can’t

remember what brand they purchased.

– The majority of people who are planning to buy a new portable heater don’t

have a particular brand in mind.

– When a prospective purchaser is making the purchase decision, safety features

are far more important than brand name.

PURCHASE DECISION MAKING

The typical household has one portable heater.

Portable heaters are used most often in bedrooms and the large public

areas of the house such as the family room, living room, or dining room.

One quarter of portable heater owners use their portable heater at least a

couple of times a week. About one third of portable heater owners use their

portable heater less than once a month.

Very few owners run their portable heater all the time. Most run their

heater for a couple of hours at a time.

CONSUMER HABITS AND PRACTICES

DETAILED FINDINGS

AIDED BRAND AWARENESS

Three brands – Honeywell, Sunbeam, and Sears/Kenmore – have aided

brand awareness of more than 60%. Relative newcomer Dyson has 43%

aided brand awareness. No other brand has aided brand awareness of

more than 31%.


13%

6%

7%

14%

18%

18%

25%

27%

30%

31%

43%

62%

64%

79%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

All Other

iLiving

Mr. Heater

Comfort Zone

Bionaire

Lasko

Vornado

DeLonghi

Duraflame

Holmes

Dyson

Sears/Kenmore

Sunbeam

Honeywell

Which of the following portable heater brands have you seen or heard of?

(Total Sample N=126)

HOUSEHOLD PENETRATION

60%

40%

Do you own a portable heater?(Total Sample N=131)

Yes No

52%

28%

11%

9%

0% 10% 20% 30% 40% 50% 60%

1

2

3

4 or more

How many portable heaters do you own?

(Respondents who own a portable heater N=79)

60% of respondents own a portable heater. More than half own only one

portable heater.

PAST YEAR PURCHASE

33%

67%

Did you purchase one or more new portable heaters in the past

year or so?(Respondents who own a portable

heater N=79)

Yes No

70%

15%

7%

7%

0% 20% 40% 60% 80%

1

2

3

4 or more

How many portable heaters did you purchase in the past year or

so?(Respondents who purchased a portable heater in the past year

N=26)

One third of the respondents who own a portable heater purchased a

portable heater in the past year or so. The majority of them purchased

one portable heater.

PAST YEAR PURCHASE: TYPE OF HEATER

44% of the respondents who purchased a portable heater in the past year

purchased a ceramic heater,36% bought a fan heater, and 28% purchased

a quartz heater.


44%

36%

28%

8%

12%

4%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Ceramic heater

Fan heater

Radiant or quartz heater

Convection or oil-bath heater

Other

Don't know

Thinking about your most recent portable heater purchase, which type of portable electric heater did you buy?

(Respondents who purchased a portable heater in the past year N=26)

PAST YEAR PURCHASE: STORE WHERE PURCHASED

39%

17%

13%

9%

4%

4%

4%

4%

17%

9%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Home center (i.e., Home Depot, Lowe's, etc.)

Target

Warehouse club (i.e., Sam's Club, Costco, etc.)

Online/Web site

Department store (i.e., JC Penney, Sears, Macy's, Dillard's, Belk's, etc.)

Drug store

Hardware store (i.e., Ace, True Value, etc.)

Walmart

Other

Don't remember

From where did you purchase your most recently purchased portable electric heater?


The vast majority of the respondents who purchased a portable heater in

the past year purchased it from a home center (89% in 2013 versus 12% in

2001).

PAST YEAR PURCHASE: PRICE PAID

4%

11%

11%

15%

15%

22%

22%

0% 5% 10% 15% 20% 25%

LESS THAN $20

$20 TO $29.99

$30 TO $39.99

$40 TO $49.99

$50 TO $74.99

$75 TO $99.99

$100 OR MORE

Thinking about your most recent portable heater purchase, approximately how much did you pay?


44% of the respondents who purchased a portable heater in the past year

paid $75 or more (compared to 12% in 2001). 30% paid between $40 and

$75 (compared to 26% in 2001). 26% spent less than $40 (compared to 36%

in 2001).

PAST YEAR PURCHASE: PRICE PAID BY HEATER TYPE

44%

27%

0%

44%

27%

14%

11%

45%

86%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Fan heater

Ceramic heater


Price Paid by Type of Heater(Respondents who purchased a portable heater in the past year N=26)

LESS THAN $40 $40 TO $74.99 $75 TO $99.99

The majority of the respondents who purchased a quartz heater in the past

year paid $75 or more. 45% of the respondents who purchased a ceramic

heater in the past year paid $75 or more. Only 11% of the respondents

who purchased a fan heater in the past year paid $75 or more.

PAST YEAR PURCHASE: REASON FOR PURCHASE

33%

30%

22%

11%

4%

0% 5% 10% 15% 20% 25% 30% 35%

First one, did not have one previously

Needed an additional one

Needed a bigger or smaller size

Old portable heater was wearing out

Bought it as a gift

Thinking about your most recent portable heater purchase, which of the following best describes why you purchased it?


33% of the respondents who purchased a portable heater in the past

year were purchasing their first portable heater (compared to 52% in

2001). 30% were purchasing an additional portable heater (compared

to 20% in 2001).

PAST YEAR PURCHASE: WHEN DECISION IS MADE


30%

70%

Did you make the decision on the specific brand and item before going to the store, or while in the store after looking at the items

which were available?(Respondents who purchased a portable heater in the past year N=26)

Before going to the store While in the store after looking at the items which were available

The majority of the respondents who purchased a portable heater in

the past year made the decision on what brand and model to buy while

they were in the store looking at the selection of portable heaters.

52%

22%

15%

11%

0% 10% 20% 30% 40% 50% 60%

You added the item to your shopping list and bought it the next time youwere at the store

You saw the item in the store and purchased it on impulse

You added the item to your shopping list, but you visited several differentstores before making the purchase

You waited to purchase until the item was on sale or promotion

Thinking about your most recent portable heater purchase, which of the following best describes that purchase?


PAST YEAR PURCHASE: IMPULSE OR PLANNED PURCHASE


The majority of the respondents who purchased a portable heater in

the past year did not buy a new portable on impulse nor did they wait

for a sale. They added the item to their shopping list and either bought

it the next time they were at the store or visited several stores before

they made the purchase.

67% put a portable heater

on their shopping list

PAST YEAR PURCHASE: FACTORS INFLUENCING PURCHASE

26%

22%

13%

13%

9%

9%

9%

0% 5% 10% 15% 20% 25% 30%

Seeing it on display in a store

Family member or friend making a recommendation

A consumer rating’s guide such as Consumer Reports running a …

Seeing it demonstrated

Being on sale

Having previously had the same brand of portable electric heater

Having previously had other products under the same brand

Thinking about your most recent portable heater purchase, which of the following was the most influential in assisting you in your selection of the brand and model of the machine you bought?

(Respondents who purchased a portable heater in the past year N=

For 26% of the respondents who purchased a portable heater in the past

year, seeing the portable heater on display was most influential in helping

them decide what brand and model of portable heater to buy (versus 24%

in 2001). 22% were most influenced by a recommendation (versus 13% in

2001).

PAST YEAR PURCHASE: BRANDOf the 15+ brands on portable heater on the market today, survey

respondents bought 8 of those in the past year. Honeywell and Lasko were

the most popular brands. One quarter of the respondents who purchased a

portable heater in the past year don’t remember what brand they bought.

23%

18%

18%

14%

9%

9%

5%

5%

0% 5% 10% 15% 20% 25%

Don't remember

Honeywell

Lasko

Sunbeam

Duraflame

Holmes

Dyson

Mr. Heater

Which brand of portable electric heater did you buy?(Respondents who purchased a portable heater in the past year N=26)

23% of respondents

could not remember

which brand of portable

heater they purchased.

PAST YEAR PURCHASE: SATISFACTION

0%

8%

15%

42%

35%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Not at all satisfied

Slightly satisfied

Moderately satisfied

Very satisfied

Completely satisfied

What is your overall satisfaction with this portable electric heater?(Respondents who purchased a portable heater in the past year N=26)

The majority of respondents who purchased a portable heater in the past

year are satisfied with their new portable heater.

PURCHASE LIKELIHOOD

28%

34%

26%

9%

3%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Definitely will not purchase

Probably will not purchase

Might or might not purchase

Probably will purchase

Definitely will purchase

How likely are you or someone in your household to buy a new portable heater during the next year?

(Total Sample N=127)

12% of survey respondents say they will purchase a new portable heater in

the next year.

PURCHASE INTEREST: TYPE OF HEATER

44%

22%

19%

15%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Ceramic heater

Fan heater


Convection or oil-bath heater

If you were in the market for a new portable heater, which type of portable electric heater would you be most likely to buy?

(Total respondents N=120)

44% of survey respondents would be most likely to buy a ceramic heater is

they were in the market for a new portable heater.

PURCHASE INTEREST: REASON FOR SELECTING THE TYPE OF HEATER

Why did you say you would be most likely to buy a CERAMIC heater?

Reason # of mentions out of 51

safe 29

prior experience 7

good for a small space 6

cool to the touch 4

efficient 3

Why did you say you would be most likely to buy a FAN heater?

Reason

# of

mentions

out of 26

prior experience with this type heater

9

circulates the heat 4

less expensive 3

safest 3

best option to heat the space where it will be used

3

heats fast 2

Why did you say you would be most likely to buy a CONVECTION OR OIL-BATH

heater?

Reason

# of

mentions

out of 19

energy efficiency 11

heats large area 3

prior experience with this type of heater

2

other 4

Why did you say you would be most likely to buy a RADIANT OR QUARTZ

heater?

Reason# of mentions

out of 20

efficient 4

heats large area 4

instant warmth 3

safe 2

heats directly 2

prior experience 1

Safety is the most

frequently mentioned

reason for preferring the

ceramic heater.

HABITS & PRACTICES: WHERE PORTABLE HEATER IS USED

35%

24%

24%

24%

21%

18%

16%

13%

8%

8%

5%

13%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Kid’s bedroom

Living or dining room

Home office

Family room or den

Master bedroom

Workshop

Office away from home

Bathroom

Basement

Away from home

Kitchen

Other

Where do you use a portable electric heater?(Respondents who own a portable heater N=64)

56% of respondents who are portable heater owners use a portable heater

in a bedroom (versus 30% in 2001). 48% use a portable heater in a public

space such as a family room, living room, or dining room (versus 21% in

2001). In 2001, 25% of respondents used a portable heater in a bathroom;

today only 13% do.

Bedroom

usagePublic

space

usage

HABITS & PRACTICES: FREQUENCY OF USE

4%

10%

10%

13%

12%

18%

3%

9%

21%

0% 5% 10% 15% 20% 25%

All the time

Just about every day (25 - 30 times a month)

Several times a week (17 - 24 times a month)

A few times a week (9 - 16 times a month)

One or two times a week (4 - 8 times a month)

Less than once a week, but more than once a month (2 or 3 times amonth)

Once a month (12 times a year)

Less than once a month, but more than every 3 months (4 - 11 timesa year)

Less often than once every 3 months (less than 4 times a year)

Thinking about the portable heater you use most often, how often do you use it?


24% of respondents who are portable heater owners use their portable

heater at least a couple of times a week; 4% use it all the time. 30% use a

portable heater less than once a month.

30% are

light/infrequent

users

24% are

heavy/frequent

users

HABITS & PRACTICES: LENGTH OF USE

0%

9%

20%

34%

27%

4%

6%

0% 5% 10% 15% 20% 25% 30% 35% 40%

For a few minutes

For several minutes

For an hour

For a few hours

For several hours

All day

All day and all night

Thinking about the portable heater you use most often, when running your portable heater, how long do you let it run?


61% of respondents who are portable heater owners use it for a couple of

hours at a time (compared to 47%). 20% use it for an hour at a time

(compared to 13% in 2001).

A couple

of hours

at a time

PURCHASE DECISION-MAKING: IMPORTANT PRODUCT ATTRIBUTES


11.13

10.34

9.84

9.78

9.64

7.88

7.83

7.79

6.22

5.93

5.53

5.53

4.50

3.05

0.00 2.00 4.00 6.00 8.00 10.00 12.00

Color

Carrying handle

Design

Programmable timer

Brand name

Measured heat output

Heating technology (i.e. fan forced, quartz, oil-bath)

Thermostat

Multiple heat settings

Safety tip-over switch

Audible safety alarm

Energy efficiency

Automatic shut-off

Automatic overheat shut-off thermostat

How important are each of the following when you are making a purchase decision regarding portable heaters?

Lower the number, the more important (Respondents who own a portable heater N=79)

Safety features such as automatic overheat shut-off thermostat, automatic

shut-off, audible safety alarm, and tip-over switch are the features that are

most important to respondents who are portable heater owners. Energy

efficiency and multiple heat settings are also important product attributes.

Safety features

PURCHASE INTEREST: BRAND

26%

74%

Do you have a brand in mind?(Respondents who will definitely or probably purchase a portable heater

in the next year N=13)

Yes No

5

3

2

2

2

2

2

2

1

1

0 1 2 3 4 5 6

Honeywell

Dyson

DeLonghi

Duraflame

Holmes

Sears/Kenmore

Sunbeam

Vornado

iLiving

Lasko

What brand of portable heater do you think you will buy?

(Respondents who have a brand in mind N=15)

Number of mentions

27% of the respondents who plan to purchase a new portable heater in the

next year have a brand in mind. A third of those who have a brand in mind

think they will buy Honeywell brand.

APPENDICES

Appendix I: Descriptions of types of heaters

Convection or oil-bath heaters are the most energy-efficient choice for heating large,

frequently used living areas for short periods of time. Convection heaters use a

permanently sealed heat transfer liquid, such as oil, and an electric heating element.

The liquid, which is safe from leaks and never needs to be refilled, stores heat and

distributes it using the natural circulation of air in a room. Some convection heaters

include fans for greater air circulation. Convection heaters are most effective in rooms

that are sealed off, with no open doors.

A fan heater is a heater that works by using a fan to pass air over a heating element.

This heats up the air, which then leaves the heater, warming up the surrounding room.

They can heat an enclosed space such as a room faster than a heater without fan, but,

like any fan, make noise. Electric fan heaters are usually less expensive than other

types of portable heaters.

Ceramic heaters are convection heaters that feature a ceramic disc heating element

and fan to distribute warm air evenly and efficiently. The heating discs are hidden inside

the heater body, which makes ceramic heaters safer and cool to the touch. Ceramic

heaters are popular for small spaces like children’s bedrooms and spaces with pets.

Radiant or quartz heaters generate immediate heat by directing infrared rays to warm

up objects, much like the heat you feel when you stand in the sun. Radiant space

heaters are best for spot heating because they deliver focused warmth to areas directly

in front of the heater. A radiant heater provides nearly instant warmth to a specific area,

so they’re popular in offices, bedrooms, and other small rooms. Combined with a fan,

quartz heaters comfortably warm a living space of up to 1000 sq. ft.

Appendix II: Regionality

71%

42%

69%

62%

0% 20% 40% 60% 80%

Northeast N=14

South Central N=19

Midwest N=26

West N=60

Portable heater ownership by region

40%

38%

33%

32%

0% 10% 20% 30% 40% 50%

Northeast N=10

South Central N=8

Midwest N=18

West N=37

Past Year Purchase by Region

STATES BY REGION

Northeast: CT, ME, MA, NY, NH, NJ, PA, RI, VT

South Atlantic: DE, FL, GA, SC, MD, NC, VA, WV, DC

South Central: AL, AK, KY, LA, MS, OK, TN, TX

Midwest: IL, IN, IA, KS, MI, MO, MN, NB, ND, OH, SD, WI

West: AK, AZ, CA, CO, HI, ID, MT, NM, NV, OR, UT, WA, WY

Appendix III: Lifestage

64%

57%

59%

67%

50% 55% 60% 65% 70%

Younger Couple N=14

Younger Parent N=54

MidLife FamilyN=34

MidLife Household N=15

Portable Heater Ownership by Lifestage

11%

39%

25%

40%

0% 10% 20% 30% 40% 50%

Younger Couple N=9

Younger Parent N=31

MidLife FamilyN=20

MidLife Household N=10

Past Year Purchase by Lifestage

LIFESTAGE DEFINITIONS

Younger Couple: married, under 45, no children

Younger Parent: either married or single, under 45, with children

MidLife Family: either married or single, between 45 and 64, with children

MidLife Household: either married or single, between 45 and 64, no children

Appendix IV: About The Hometrend InfuentialsPanel

The HomeTrend Influentials Panel (HIP) is a carefully selected panel of 200 HomeTrend

Influentials who have agreed to participate in a variety of different research studies ranging from

e-mail surveys to in-home interviews to home-use tests to online click-through surveys to focus

groups, both traditional in-person and online.

HomeTrend Influentials are home owners who like their homes to look up-to-date and like to

keep their fingers on the pulse of what is new for the home. They are constantly redecorating

and making improvements to their homes. They enjoy talking with their family, friends, and co-

workers about what’s new for the home and they are sought out by friends and family for advice

on what to buy for their homes and what to do to their homes. They are very active in

community, civic, and political activities. They readily try new food, household cleaning, laundry,

and housewares products that they see advertised or in stores and they eagerly recommend the

products that they really like to others.

HomeTrend Influentials pick up on new home-related trends and embrace new home goods

much sooner than the rest of the U.S. population. As such, these influential consumers are the

bellwether for predicting changes in the behaviors, habits and practices, and attitudes of

mainstream Americans. If HIPsters embrace a new product, very likely it is going to be

embraced by mainstream Americans within a couple of years. If HIPsters reject a new product,

very likely the product is not going to be embraced by mainstream Americans either.

HIPsters are passionate about participating in RMG research studies. HomeTrend Influentials

are well educated, articulate, insightful, and eager to share their opinions with manufacturers.

They are savvy consumers. They are passionate about participating in RMG research studies

because they are driven by the prospect of being able to "make a difference" to manufacturers

and marketers of housewares products.


Screening Criteria

To qualify for membership on the HomeTrend Influentials Panel, a person must exhibit the eight attributes that clearly

differentiate HomeTrend Influentials from the general population. Therefore, to qualify as a HomeTrend Influential, a

person must:

– Have recommended a new food, household cleaning, laundry, or housewares products to someone else in the past year

– Be willing to try new food, household cleaning, laundry, or housewares products that they see advertised or in a store

– Like their home to look up-to-date

– Be a trend-setter

– Like to keep their finger on the pulse of what is new for the home

– Enjoy talking with their family, friends, and/or co-workers about what's new for the home

– Be sought out by friends and family who seek their opinion on new home goods and housewares products

– Be sought out by friends and family for advice about home decorating

In addition to exhibiting the eight attributes that clearly differentiate HomeTrend Influentials from the general

population, the person must also qualify as an Influential as defined by Roper/ASW. This means that they have to

have done at least three of the following activities in the past year:

– Written or called any politician at the state, local, or national level

– Attended a political rally, speech, or organized protest of any kind

– Attended a public meeting on town or school affairs

– Held or run for political office

– Served on a committee for some local organization

– Served as an officer for some club or organization

– Written a letter to the editor of a newspaper or magazine or called a live radio or TV show to express an opinion

– Signed a petition

– Worked for a political candidate

– Made a speech

– Written an article for a newspaper or magazine

– Been an active member of any group that tries to influence public policy or government

Finally, person must also:

– Have painted a room, re-arranged one or more rooms, and/or redecorated one or more rooms of their home within the past year

– Be a home owner

– Use a PC for e-mail/networking


Appendix V: Questionnaire1. Here is a list of portable heater brands. Please check all of the ones that you have you seen or heard of.

2. Do you own a portable heater?

3. How many portable heaters do you own?

4. Did you purchase one or more new portable heaters in the past year or so?

5. How many portable heaters did you purchase in the past year or so?

6. Thinking about your most recent portable heater purchase, which type of portable electric heater did you buy?

7. From where did you purchase your most recently purchased portable electric heater?

8. Thinking about your most recent portable heater purchase, approximately how much did you pay?

9. Thinking about your most recent portable heater purchase, which of the following best describes why you purchased it?

10. Did you make the decision on the specific brand and item before going to the store, or while in the store after looking at

the items which were available?

11. Thinking about your most recent portable heater purchase, which of the following best describes that purchase?

12. Thinking about your most recent portable heater purchase, which of the following was the most influential in assisting

you in your selection of the brand and model of the machine you bought?

13. Which brand of portable electric heater did you buy?

14. What is your overall satisfaction with this portable electric heater?

15. Why did you say that you are not satisfied with the portable heater you purchased?

16. Where do you use a portable electric heater?

17. Thinking about the portable heater you use most often, how often do you use it?

18. Thinking about the portable heater you use most often, when running your portable heater, how long do you let it run?

19. How important are each of the following when you are making a purchase decision regarding portable heaters?

20. How likely are you or someone in your household to buy a new portable heater during the next year?

21. Do you have a brand in mind?

22. What brand of portable heater do you think you will buy?

23. If you were in the market for a new portable heater, which type of portable electric heater would you be most likely to

buy?

27. Why did you say you would be most likely to buy that type of portable electric heater?


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[email protected]

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us portable heater market snapshot 2013

Data & Analytics

portable heater marketabout

portable heater purchasers

new portable heater

types of portable heater

housewares industry

market size

market dynamicsapproximately

quartz heaters