The U.S. Market for Household Safety and First Aid Care Products

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