米国における家庭用安全機器および救急用品市場の動向

Abstract

With troubling media reports of home and global tragedies, home safety is increasingly important to consumers. This new report, The U.S. Market for Household Safety and First Aid Care Products, looks safety products in the average American home, such as flashlights, batteries and first aid accessories with analysis of manufacturer and retailer strategies. Coverage includes analysis of consumer usage, brand preference, retailing, new products and factors and trends that will fuel future growth. The study also highlights consumer attitudes in terms of safety and emerging and influential trends in family and home security from fire and carbon monoxide alarms and fire extinguishers to fingerprint identification systems.

Report Methodology

The information in The U.S. Market for Household Safety and First Aid Care Products is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the home safety market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived some mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. This comprehensive report covers U.S. shipments, price gains, and the competitive environment for applicable sectors of the home safety market. Figures provided on national consumer advertising expenditures are based primarily on data compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics and psychographics derives from Simmons Market Research Bureau survey data for 2004. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

The report looks at a variety of the dynamic segment of the home safety category, examining trends for growth and projecting sales of products through 2009. It analyzes consumer demographics and their current and projected impact on sales of home safety products. It provides up-to-date competitive profiles of marketers of home safety products and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the industry.

Table of Contents

Chapter 1 Executive Summary

• Report Scope
• Methodology
• The Market
  • Market Size and Growth
  • Table 1-1 U.S. Retail Sales for Home Safety Product Categories, 2000-2004 (in $ million)
  • Table 1-2 U.S. Retail Sales for Home Safety Product Categories, 2000-2004 (in $ million)
• The Marketers
  • Batteries
  • First Aid Products
  • Alarm Systems
  • Flashlights
  • Fire Extinguishers
• Marketing Trends
  • Advertising Spends
  • New Product Introductions
  • Consumer Profile
• Market Outlook
  • Table 1-3 Projected Retail Sales for Home Safety Products, 2004-2009 (in $ million)

Chapter 2 The Market

• Product Introduction
  • Batteries
  • First Aid
  • Alarm Systems
  • Flashlights
  • Fire Extinguishers
• Market Size and Growth
  • Table 2-1 U.S. Retail Sales for Home Safety Product Categories, 2000-2004 (in $ million)
• Batteries
  • Battery Market Structure
  • Figure 2-1 U.S. Market Share for Batteries by Segment, 2004 (%)
  • Figure 2-2 U.S. Market Share Comparison of Battery Segments 2000 - 2004 (%)
  • Battery Market Size and Growth
  • Table 2-2 IRI-Tracked Sales of Batteries, 2000-2004 (in $ million)
  • A Highly Competitive Market
  • Value Packs Popular
  • Holiday Season Brings Cheer to Battery Market
  • Rechargeable Batteries Gaining Ground
  • Drug Stores - Big Battery Destinations
• First Aid Accessories and Treatments
  • Market Structure
  • Figure 2-3 U.S. Market Share for First Aid Accessories Segments, 2004 (%)
  • First Aid Treatment Market Structure
  • Figure 2-4 U.S. Market Share for First Aid Treatment Segments, 2004 (%)
  • First Aid Accessories Market Size and Growth
  • Table 2-3 IRI-Tracked Sales for First Aid Accessories, 2000-2004 (in $ million)
  • First Aid Treatment Market Size and Growth
  • Table 2-4 IRI-Tracked Sales for First Aid Treatment Products, 2000-2004 (in $ million)
  • Reliance on Self-Care
  • Increase in Sports-related Injuries
  • Advanced New Product Introductions
• Alarm Systems
  • Market Structure
  • Figure 2-5 U.S. Market Share Comparison of Alarm Systems Segments, 2002 & 2004
  • Figure 2-6 U.S. Burglary Rate 1995-2004
  • Alarm Systems Market Size and Growth
  • Table 2-5 U.S. Sales for Home Alarm Systems 2000-2004 (in $ million)
  • Wireless Technology Wins Votes
  • Laws Require Alarm Installation
  • Special Alarms for the Elderly
  • Web-based Alarm Systems
• Flashlights
  • Market Size and Growth
  • Table 2-6 IRI-Tracked Sales for Flashlights, 2000-2004 (in $ million)
  • Companies Introduce New Flashlights To Revive Sales
  • Flashlights as a Gifting Option
• Fire Extinguishers
  • Market Structure
  • Figure 2-7 U.S. Market Share Comparison of Home Fire Extinguisher Segments 20022004, (%)
  • Market Size and Growth
  • Table 2-7 U.S. Sales for Home Fire Extinguishers, 2000-2004 (in $ million)
• Other Home Safety Systems
  • Integrated Home Automation and Security Systems
  • Web-Based Monitoring Systems Gets Popular
  • Biometric Access Control
  • Home-use Defibrillators Approved
  • Panic Rooms
  • Implanted ID Chips
• Factors to Growth
  • An Unprepared Population
  • Figure 2-8 Importance of Being Prepared For a Disaster - 2004
  • Disaster Readiness Recommendations
  • Increased Sense of Danger
  • Baby and Child Safety Big Business
  • Higher Disposable Income
  • Figure 2-9 U.S. Per Capita Disposable Personal Income, 1999-2003 ($)
  • Active Hurricane Season May Bolster Battery & Flashlight Sales
  • Demand for High-drain Devices Could Affect Batteries
  • Mandatory Installation of Fire and Carbon Monoxide Alarms
  • Figure 3-13 Percentage of Fire Loss By Occupancy Type 2004
  • Table 3-50 U.S. Fire Loss Rates Nationwide and by Region, 2003
  • U.S. Crime Rate Statistics
  • Table 3-31 U.S. Crime Rate Per 100,000 Inhabitants 1984-2003
  • Table 3-32 U.S. Property Crime Rates By Type 1984-2003
  • Figure 3-2 U.S. Percentage of Residential Burglary - Day Time 2000-2003
  • Figure 3-3 U.S. Percentage of Residential Burglary - Night 1999-2003
  • Figure 3-4 U.S. Percentage of Non-Residential Burglary - Day Time 1999-2003
  • Figure 3-5 US Percentage of Non-Residential Burglary - Night 1999-2003
  • Table 3-33 U.S. Property Stolen Value 2000-2003 (in million $)
  • Table 3-34 U.S. Property Percentage Recovered 2000-2003
  • Table 3-35 U.S. Burglary Rates 1999-2003
  • Table 3-36 U.S. Larceny-theft Rates 1999-2003
  • Table 3-37 U.S. Crime Percentage Change By Population Group January -June 2004
  • Table 3-38 U.S. Crime Percentage Change By Geographic Region January- June 2004
  • Market Forecast
  • Table 2-8 Projected Retail Sales for Home Safety Products, 2004-2009 (in $ million)
  • Table 2-9 Projected CAGR for Home Safety Product Categories, 2004-2009 (%)

Chapter 3 The Marketers

• Overview
• Batteries
  • Top Marketers Overview
  • Table 3-1 U.S. Mass-market Share of Top 10 Battery Product Marketers, 2000-2004 (%)
  • Performance Analysis
  • Table 3-2 IRI-Tracked Sales of Top 10 Battery Marketers, 2000-2004, (in million $)
  • Duracell Inc.
  • Energizer Holdings Inc.
  • Rayovac Corporation
  • Panasonic Corporation of North America
  • Top Brand Rankings
  • Table 3-3 U.S. Mass-market Shares of Top 10 Battery Brands, 2000-2004, (in million $)
  • Table 3-4 IRI-Tracked Sales of Top 10 Battery Brands, 2000-2004, (in million $)
• Company Profiles: Batteries
  • Duracell Inc.
  • Overview
  • Energizer Holdings Inc.
  • Overview
  • Rayovac Corporation
  • Overview
  • Jasco
  • Overview
  • Panasonic Corporation of North America
  • Overview
  • Eastman Kodak Co.
  • Overview
• First Aid Accessories
  • Top Marketers Overview
  • Table 3-5 U.S. Mass-market Shares of Top 10 First Aid Accessories Marketers, 2000-2004 (%)
  • Performance Analysis
  • Table 3-6 IRI-Tracked Sales of Top 10 First Aid Accessories Marketers, 2000-2004, (in million $)
  • Johnson & Johnson
  • Becton, Dickinson Company (BD)
  • Beiersdorf Inc.
  • 3M
  • Procter & Gamble (P&G)
  • Top Brand Rankings
  • Table 3-7 U.S. Mass-market Share of Top 10 First Aid Accessory Brand Marketers, 2004 (%)
  • Table 3-8 IRI-Tracked Sales of Top 10 First Aid Accessories Brands, 2000-2004, (in million $)
• Company Profiles: First Aid Accessories
  • Johnson & Johnson (J&J)
  • Overview
  • Becton, Dickinson
  • Overview
  • Beiersdorf Inc.
  • Overview
  • 3M
  • Overview
  • Procter & Gamble (P&G)
  • Overview
• First Aid Treatments
  • Top Marketers Overview
  • Table 3-9 U.S. Mass-market Shares of Top 10 First Aid Treatment Marketers, 2000-2004 (in million $)
  • Performance Analysis
  • Table 3-10 IRI-Tracked U.S. Mass-market Sales of Top 10 First Aid Treatment Marketers, 2000-2004, (in million $)
  • Top Brands
  • Table 3-11 IRI-Tracked Sales of Top 10 First Aid Treatment Brands, 2000-2004, (in million $)
  • Table 3-12 IRI-Tracked U.S. Mass-market Sales of Top 10 First Aid Treatment Brands, 2000-2004, (in million $)
• Company Profiles: First Aid Treatments
  • Pfizer Inc.
  • Overview
  • Schering-Plough Corporation
  • Overview
  • Merz Pharmaceuticals LLC
  • Overview
  • Bayer Consumer Care
  • Overview
  • Combe Inc.
  • Overview
  • Novartis Consumer Health
  • Overview
• Flashlights
  • Top Marketers Overview
  • Table 3-13 U.S. Mass-market Shares For Top 10 Flashlight Marketers, 2000-2004, (in million $)
  • Performance Analysis
  • Table 3-14 IRI-Tracked Sales For Top 10 Flashlight Marketers, 2000-2004 (in million $)
  • Energizer Holdings Inc.
  • Dorcy International Inc.
  • Coleman Inc.
  • Duracell Inc.
  • Top Brands
  • Table 3-15 U.S. Mass-market Share of Top 10 Flashlight Brands, 2000-2004, (in million $)
  • Table 3-16 U.S. Mass-market Sales For Top 10 Flashlight Brands, 2000-2004, (in million $)
• Company Profiles: Flashlights
  • Garrity Industries
  • Overview
  • Mag Instruments Inc.
  • Overview
  • Dorcy International Inc.
  • Overview
  • Coleman Company Inc.
  • Overview
  • American Recreation Products Inc.
  • Overview
• Alarm Systems
  • Top Marketers Overview
  • Alarm Systems Market
  • Figure 3-1 U.S. Retail Sales for Home Alarm Systems 1998 - 2004 (in $ million)
  • Residential Home Alarm Systems
  • Table 3-17 U.S. Value of Shipments for Home Alarm Systems 1998 - 2004 (in $ million)
  • Table 3-18 U.S. Value of Exports for Home Alarm Systems 1998 - 2004 (in $ million)
  • Table 3-19 U.S. Value of Imports for Home Alarm Systems 1998 - 2004 (in $ million)
  • Overall Alarm Systems (commercial and residential)
  • Table 3-20 U.S. Value of Shipments for Alarm Systems 1998 - 2004 (in $ million)
  • Table 3-21 U.S. Value of Shipments for Communication Equipments & Alarm Systems as a% of Communication Equipments, 1998 - 2004 (in $ million)
  • Alarm Systems Product Types (commercial and residential)
  • Table 3-22 U.S. Value of Shipments, Exports, Imports by Product Category, 2003
  • Intrusion Detection Alarms (Local)
  • Table 3-24 U.S. Value of Shipments for Intrusion Detection Alarm Systems (Local) 1992 - 2004 (in $ million)
  • Fire Detection and Prevention Alarm Systems
  • Table 3-25 U.S. Value of Shipments for Fire Detection and Prevention Alarm Systems 1992 - 2004 (in $ million)
  • Table 3-26 U.S. Value of Shipments for Fire Detection and Prevention by Product Types 1992 - 2004 (in $ million)
  • Projections Alarm Systems
  • Table 3-27 U.S. Projected Value of Shipments for Intrusion Detection Alarm Systems (Local) 2004-2009 (in $ million)
  • Table 3-28 U.S. Projected Value of Shipments for Fire Detection and Prevention by Product Types 2004-2009 (in $ million)
  • Alarm Systems Shipment Value By State
  • Table 3-29 U.S. Shipments Of Alarm Systems, Including Electric Sirens And Horns By State, 1997 and 2002, (in $ million)
  • Producer Price Trends for Alarm Systems
  • Table 3-30 U.S. Producer Price Trends For Alarm systems, Including Electric Sirens And Horns, 1986-2005
• Company Profiles: Alarm Systems
  • ADT Security Services, Inc.
  • Overview
  • Figure 3-6 Sales of Tycos Fire and Security Unit, 2001-2004, (in million $)
  • NAPCO Security Systems, Inc.
  • Overview
  • Figure 3-7 NAPCO Security Systems, 2001-2004, Sales (in million $)
  • Honeywell International Inc.
  • Overview
  • Figure 3-8 Honeywell Inc. Sales, 2001-2004 (in million $)
  • Winland Electronics, Inc.
  • Overview
  • Figure 3-9 Winland Electronics Sales, 2001-2004 (in million $)
  • GE Security
  • Overview
  • Figure 3-10 GE Security Infrastructure Division Sales, 2001-2004, (in million $)
  • Bosch Security Systems North America
  • Overview
  • Universal Security Instruments, Inc.
  • Overview
  • Kidde
  • Overview
• Fire Extinguishers
  • Fire Extinguishers Marketers Overview
  • Figure 3-12 U.S. Retail Sales for Home Fire Extinguishers 2000 - 2004 (in $ million)
  • Residential Fire Extinguishers
  • Table 3-39 U.S. Value of Shipments for Home Fire Extinguishers 1997 - 2004 (in $ million)
  • Table 3-40 U.S. Value of Balance of Trade for Home Fire Extinguishers 2002 - 2004 (in $ million)
  • Overall Fire Extinguishers (commercial and residential)
  • Table 3-41 U.S. Value of Shipments for Fire Extinguishers 1997 - 2004 (in $ million)
  • Table 3-42 U.S. Value of Balance of Trade for Fire Extinguishers 1997 - 2004 (in $ million)
  • Table 3-43 U.S. Value of Shipments for Miscellaneous Manufactured Commodities & Fire Extinguishers a % of Miscellaneous Manufactured Commodities, 1997 - 2004 (in $ million)
  • Fire Extinguisher Product Types (commercial and residential)
  • Table 3-44 U.S. Value of Shipments for Hand-portable Carbon Dioxide Fire Extinguisher 1997 - 2004 (in $ million)
  • Table 3-45 U.S. Value of Shipments for Hand-portable Dry Chemical Fire Extinguisher, 1997 - 2004 (in $ million)
  • Table 3-46 U.S. Value of Shipments for Other Hand-Portable Fire Extinguishers 1997 - 2004 (in $ million)
  • Table 3-47 U.S. Projected Value of Shipments for Hand-portable Carbon Dioxide Fire Extinguisher, 2004 - 2009 (in $ million)
  • Table 3-48 U.S. Projected Value of Shipments for Hand-Portable Dry Chemical Fire Extinguisher, 2004 - 2009 (in $ million)
  • Table 3-49 U.S. Projected Value of Shipments For Other Hand-Portable Fire Extinguishers 2004 - 2009 (in $ million)
• Company Profiles: Fire Extinguishers
  • Kidde
  • First Alert/Powermate
  • Overview
  • Performance Analysis
  • Overview
  • Viking Corporation
  • Overview
  • William-Pyro Inc.
  • Overview
  • Buckeye Fire Equipment
  • Overview
  • Overview
  • Guardian Fire Equipment Inc.
  • Overview
  • Overview
  • FireTrace
  • Overview
  • Overview

Chapter 4 Marketing Dynamics

• Ad Spends
• Table 4-1 Leading U.S. Home Safety Product Marketers by Product Category, 2004
• Table 4-2 U.S. Ad Spends by Leading Home Safety Product Marketers/Brands, 2004
• Ad Spends for Battery Brands
• Table 4-3 Top 10 U.S. Battery Brands by Ad Spends, 2004
• Table 4-4 Leading U.S. Medical Supplies Brands by Ad Spends, 2004
• Table 4-5 Top 10 U.S. Security & Fire Safety System Brands by Ad Spends, 2004
• TV: Most Popular with Battery Makers
• Magazines: Preferred Ad Medium by Medical Device Companies
• Table 4-6 Gillettes U.S. Ad Spends on Home Safety Products, by Media Type, 2004
• Table 4-7 Energizer Holdings U.S. Ad Spends on Home Safety Products, by Media Type, 2004
• Table 4-8 P&Gs U.S. Ad Spends on Home Safety Products, by Media Type, 2004
• Table 4-9 J&Js U.S. Ad Spends on Home Safety Products, by Media Type, 2004
• Table 4-10 Tyco Internationals U.S. Ad Spends on Home Safety Products, by Media Type, 2004

Marketing Initiatives

• Security Product Makers Introduce Builder Programs
• Cross Merchandising Batteries
• New Product Introductions
  • New Battery Introductions
  • New Alarm Introductions
  • New Flashlight Introductions
  • New First-aid Introductions
  • Table 4-11 Top 10 U.S. Home Safety Marketers, by New Product Introductions
  • New Product Introductions by Package Tags
  • Table 4-12 New First-Aid Products Selling Points by Select Package Tags
  • Table 4-13 New First-Aid Brand Introductions with "Upscale" Package Tag
  • Table 4-14 New First-Aid Brand Introductions with "Kids" Package Tag
  • Table 4-15 New First-Aid Brand Introductions with "Quick" Package Tag
  • Table 4-16 New First-Aid Brand Introductions with "Natural" Package Tag

Chapter 5 The Consumer

• Simmons Survey
• Overview
  • Table 5-1 Household Penetration of Select Safety Appliances Categories (%)
  • Consumer Attitude Toward Violence and Crime
  • Table 5-2 Demographic Profile of U.S. Adult Who Agree A Lot: I Worry About Violence And Crime
  • Household Safety Appliances/Durables
  • Smoke/Fire Detectors
  • Table 5-3 Demographic Profile of U.S. Adults Using Smoke/Fire Detectors
  • Fire Extinguishers
  • Table 5-4 Demographic Profile of U.S. Adult Users of Fire Extinguishers
  • Burglar Alarm/Security System
  • Table 5-5
  • Demographic Profile of U.S. Adult Users of Burglar Alarms
  • Padlocks
  • Table 5- 6 Demographic Profile of U.S. Adult Users of Padlocks
  • Flashlights/Lanterns
  • Table 5- 7 Demographic Profile of U.S. Adult Users of Flashlights
  • Comparative Analysis of Different Types of Home Safety Product Consumers
  • Table 5-8 Consumer Preference for Household Safety Appliances, by Income
  • Table 5-9 Consumer Preference for Household Safety Appliances, by Type of Residence
  • Table 5-10 Consumer Preference for Household Safety Appliances, by Employment Status
  • Table 5-11 Consumer Preference for Household Safety Appliances, by Region
  • Batteries
  • Table 5-12 Demographic Profile of U.S. Adult Users of Household Batteries
  • Table 5-13 U.S. Consumers Favoring Use of Various Battery Types (%)
  • Table 5-14 Demographic Profile of U.S. Adult Users of Household Alkaline Batteries
  • Table 5-15 Demographic Profile of U.S. Adult Users of Household General Purpose Batteries, January 2004-September 2004
  • Table 5-16 Demographic Profile of U.S. Adult Users of Household Heavy Duty Batteries
  • Table 5-17 Demographic Profile of U.S. Adult Users of Household Lithium/Lithium Plus Batteries,
  • Table 5-18 Demographic Profile of U.S. Adult Users of Household Rechargeable Batteries
  • Comparative Analysis of Battery Type Consumers
  • Table 5-19 U.S. Adults Preferences for Battery Types By Household Income
  • Table 5-20 U.S. Adults Preferences for Battery Type, by Marital Status, Type of Residence
  • Household Battery Brands
  • Table 5-21 Top Battery Brands, By Consumer Preference
  • Table 5-22 Demographic Profile of Duracell Battery Users
  • Table 5-23 Demographic Profile of Energizer Battery Users
  • Table 5-24 Demographic Profile of Eveready Battery Users
  • Table 5-25 Demographic Profile of Rayovac Battery Users
  • Comparative Analysis of Battery Brands
  • Table 5-26 U.S. Adults Preferences for Battery Brands, by Household Income
  • Table 5-27 U.S. Adults Preferences for Battery Brands, by Residence
  • Table 5-28 U.S. Household Batteries Usage Rate
  • First Aid Products
  • Table 5-29 Demographic Profile of Adult U.S. First-Aid Product/Antibiotic Remedy Consumers, January 2004 - September 2004
  • Strong Female Skew
  • Table 5-30 U.S. First Aid /Antibiotic Usage by Product Type for Women, May 2003-April 2004
  • Table 5-31 U.S. First Aid /Antibiotic Usage by Product Brand for Women, May 2003-April 2004
  • First Aid Product Usage by Product Type
  • Table 5-32 Percentage of U.S. Consumers Using First-Aid Product/Antibiotic Remedies by Type, January 2004 - September 2004
  • Table 5-33 Demographic Profile of Adult U.S. Adhesive Bandage Consumers, January 2004 - September 2004
  • Table 5-34 Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Type: Ointments, 2004 (U.S. Adults)
  • Table 5-35 Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Type: Cream, 2004 (U.S. Adults)
  • Table 5-36 Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Type: Lotion/Liquid, 2004 (U.S. Adults)
  • Table 5-37 Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Type: Spray, 2004 (U.S. Adults)
  • Table 5-38 Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Type: Gels, 2004 (U.S. Adults)
  • Table 5-39 Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Type: Wipes, 2004 (U.S. Adults)
  • Table 5-40 Consumer Usage Indices by Region: Selected First Aid /Antibiotic Types, 2004
  • First-Aid Product Usage by Brand
  • Table 5-41 Percentage of U.S. Consumers Using First-Aid/Antibiotic Brand, Jan. 2004 - Sept. 2004
  • Brand Preference
  • Table 5-42 Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Brand: Band-Aid, 2004 (U.S. Adults)
  • Table 5-43 Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Brand: Neosprin, 2004 (U.S. Adults)
  • Table 5-44 Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Brand: Curad, 2004 (U.S. Adults)
  • Table 5-45 Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Brand: Cortizone, 2004 (U.S. Adults)
  • Table 5-46 Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Brand: Benadryl, 2004 (U.S. Adults)
  • Table 5-47 Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Brand: Bactine, 2004 (U.S. Adults)
  • Table 5-48 Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic Remedies by Brand: Jonhson & Johnson First-aid Cream, 2004 (U.S. Adults)
  • Table 5-49 Consumer Usage Indices by Region: Selected First Aid Product/Antibiotic Remedy Brands, 2004