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Adhesives

2/20/2018

If do-it-for-me consumers are becoming do-it-yourself consumers on smaller projects around the house—as many analysts maintain—then they are going to need to stick things together. Enter the adhesive category. Almost half the sales occur in a big box, according to consumer research from the Port Washington, N.Y.-based NPD Group, but there are plenty of sales to go around.

Analysis: Hardware stores appear to have dropped 2 points in dollar share, but overall, a double-digit market share makes the hardware-store channel a relatively strong player. By comparison, hardware stores grabbed only 3.8 percent market share of snow blowers. According to Mark Delaney, NPD Group’s director of home improvement, adhesives remain a strong category for impulse sales. “There is not a lot of channel shifting, indicating perhaps that the category enjoys steady business,” he added.

Analysis: The average price of adhesives for the 12 months ending October 2008 was $4.40, down 1.1 percent from 2007. Cartridges have increased in popularity over the past year, while bottles declined by roughly 4 points.

Analysis: “This is the biggest year-to-year jump we’ve seen for ‘close to home,’ ” said Delaney. Apparently, driving to save a dollar doesn’t make much sense for a relatively low-price category. But brand is big. “Trusted brand is particularly important—and growing—with repairs. People seem to want to buy what they trust will fix it the first time.” said Delaney.

Methodolgy: NPD data is based on monthly tracking of nearly 70 categories and 30,000 opt-in consumers. The 2008 data above reflects the 12 months ended October 2008.

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