Caulk & Sealant, by the numbers
Channel analysis
Dollar sales and unit sales of the caulk and sealant category both showed year-over-year gains, according to consumer research from the Port Washington, N.Y.-based NPD Group. But unit volume is down compared with two years ago. The warehouse home centers dominated — nearly three of every five tubes of caulk — but have trended down in the past 12 months.
Channel analysis
Dollar sales and unit sales of the caulk and sealant category both showed year-over-year gains, according to consumer research from the Port Washington, N.Y.-based NPD Group. But unit volume is down compared with two years ago. The warehouse home centers dominated — nearly three of every five tubes of caulk — but have trended down in the past 12 months.
Product attributes
In the past 12 months, more than two-thirds (67%) of caulk and sealant has been sold in the form of a cartridge to be used in a caulk gun. A squeeze tube was the second-most common packaging (17.1%).
Demographic analysis
The 45-to-54-year age group is the most active in terms of caulk and sealant purchases over the last three years. Older consumers tend to be slightly more active than two years ago, while younger consumers tend to be slightly less active.
Purchase motivators
Brand and features are growing in importance, in terms of how consumers in a store decide which product to purchase. More than just about any category, “close to home” factors heavily in “reason for retailer shopped.”
Methodology: NPD data are based on monthly tracking of more than 30 home improvement-related
categories and 30,000 opt-in consumers.
*2011 data reflects the period December 2010 through November 2011.
**Key: WHC: warehouse home center; MM: mass merchant; DS: department store; SS: specialty store; HS: hardware store
*** More than one answer accepted
