Smoke detectors, by the numbers

Channel analysis

Consumer data show smoke-detector sales rising steadily over the past two years, with a double-digit increase on top of a double-digit increase. The category — inclusive of carbon monoxide detectors — plays out largely in the big boxes, with 54.1% of sales from September through August occurring in the warehouse home centers, according to the data from Port Washington, N.Y.-based NPD Group.

Product attributes

Products that combine the function of smoke detection and carbon monoxide detection have been a popular choice in the category for a few years, according to NPD Group. The latest data show the combo-package at 37.9% penetration. Hardwired detectors are growing, but not nearly as common as battery-powered varieties.

Demographic analysis

Males are more likely than females to purchase a smoke or carbon-monoxide detector. Purchase patterns also skew toward younger and lower-income consumers.

Purchase motivators

Price ranks first among factors that lead a consumer to a certain retailer. Second consideration is proximity to home, which is growing in importance. When it comes to the smoke detector itself, brand stands out as the most important consideration.

Methodology: NPD data are based on monthly tracking of more than 30 home  improvement-related categories and 30,000 opt-in consumers.

*2012 data reflects the period September 2011 through August 2012.

**Key: WHC: warehouse home center; MM: mass merchant; DS: department store; SS: specialty store; HS: hardware store

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