United States irons market: $368 million industry in 2012

Press Release   •   Feb 19, 2013 16:31 GMT

Black & Decker was the leading brand in the United States irons market in 2012, accounting for a 28% share of volume sales. SEB North America's Rowenta brand held second place with a 19% share, whilst Sunbeam followed closely with an 18% brand share.

Sales of irons are being challenged by the time constraints of Americans, innovation in home laundry appliances, and lack of innovation and design by manufacturers. As Americans are increasingly on-the-go, they are purchasing more casual clothes and are more averse to spending time ironing. In addition, many dryers are now fitted with steam capability and timed tumble drying settings which prevent wrinkles, reducing the need to iron. The lack of functional and aesthetic design has also reduced the differentiated product offerings – contributing to the overall decline in sentiment towards irons.

Irons is expected to maintain static volume sales over the forecast period. In constant value terms it is expected to see a moderate CAGR of 2%. Unit prices, however, are expected to increase by US$2 by 2017.

Key Headlines

- Volume sales of irons decline by 1% in 2012 to reach 14.4 million units. Value sales remain relatively flat, holding steady at US$368 million
- The average unit price of irons remains flat in 2012, at US$26, an increase of 1%
- Steam generators/ironing systems sees the strongest volume growth, showing a 1% increase to reach 2.7 million units in 2012
- Low consumer confidence, which plagues most of 2012, contributes to the diminishing concern for garment care, pushing down sales of irons in volume terms
- Russell Hobbs holds the leading volume share of 28% in irons in 2012
- Irons is expected to remain static in volume terms in the forecast period

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