Toilets And Toilet Seats

Toilets And Toilet Seats

Executive Abstract

This fact-filled profile provides the action-oriented executive with up-to-date information on toilets, bidets, urinals, and toilet seats. Each page will assist the toilet executive exploit growing product lines, review the competitive environment, analyze end-use markets, and plan for 2010 and beyond.

The content matter shows the significant data and information included in this market profile, timely data that allows users to evaluate market size, growth potential, end-use markets, profitability, market share, and the competitive environment. The author summarizes this wealth of information to clearly point to the pertinent industry trends.

Scope And Methodology

This Market Profile on Toilets and Toilet Seats is a guide to the sales and profit-oriented opportunities in this market. This comprehensive database covers U.S. shipments, imports, end-use markets, factors affecting domestic demand, distribution and demographics, exports, the cost structure of U.S. toilet plants, and the competitive environment.
The U.S. toilet supply is calculated from U.S. Department of Commerce statistics by collecting data on domestic plant shipments and adding imports (Section 1). The U.S. supply is calculated on a dollar and unit basis. Separate calculations were made for water closet bowls, flush tanks, and bidets and urinals. From this data, Catalina calculated the market for one-piece and two-piece toilets and average selling prices. Findings are provided in the Executive Summary in order to develop strategies to outperform the industry averages.
Section 2 analyzes the market’s source of supply, whether U.S.- or foreign-based. U.S. shipments are compiled from Department of Commerce surveys. Shipments are for all domestic manufacturers, whether plants are owned by U.S- or foreign-based companies, and whether or not plants specialize (50.0% or more of total facility revenues) in toilets, bidets, and urinals. U.S. import data is derived from U.S. Customs records. Import data is segmented by country of origin and product.
Section 3 analyzes the U.S. toilet seat market. Shipments, exports, and imports were compiled to calculate U.S. sales. Shipments are defined the same as toilets in the above paragraph. The shipments data, however, was classified as wood toilet seats, including molded type. There was no separate category for plastic toilet seats. Catalina assumes that plastic seats are included in this data since government data included plastic toilet seats in this category in the 1960s. The export and import data was classified as plastic toilet seats. Again, Catalina assumes that the international trade data also included wood toilet seats, especially molded types. Molded types dominate industry sales.
Catalina correlated these trends with factors affecting domestic toilet and toilet seat demand in order to estimate the data provided in the previous sections (Section 5). This section analyzes data on U.S. residential and nonresidential construction activity, residential remodeling markets, and other factors affecting U.S. demand.
Purchases by end-use market are analyzed in Section 4. The new home market data was based on construction of new family homes, multi-unit housing units, and manufactured homes, and the number of total bathrooms included in each. The residential remodeling and replacement market was calculated based on homeowner spending on bathroom remodeling projects. A survey by the Bureau of Labor Statistics provides data on household spending on plumbing equipment and repair services by demographic characteristic. Spending is segmented by income, age, size of household, and region. Additional data analyzes the number of homeowner bathroom jobs and where homeowners purchase their plumbing fixtures and supplies, including kitchen and bath showrooms, home centers, hardware stores, and other retailers. Tables also provide data on U.S. exports.
Catalina supplies data on the cost structure and profitability of U.S. plants specializing in the manufacture and sales of vitreous plumbing fixture plants (Section 6). Some 80.0% of total plant revenues were toilets, bidets, and urinals. U.S. Department of Commerce data covering these plants and imports are supplemented with individual company information in order to calculate top company market shares and compile recent company developments.
Action oriented executives are urged to use this comprehensive statistical database and competitor information to uncover growing product lines, end-use markets, distribution and profitable operating strategies. Executives are urged to compute their own company’s market share and compare their company’s operating ratios to the industry averages as part of this process.

TABLE OF CONTENTS

SECTION 1 U.S. TOILET MARKET SALES....... 1

Executive Summary.... 1

U.S. Toilet Market Trends.......... 2
Toilet Sales Mix .......... 2
Source Of Supply ....... 3
End-Use Markets And Factors Driving Demand...... 4
Competitive Environment And Plant Profit Margins . 5
Outlook ........ 6
Table 1-1 U.S. Vitreous China Water Closet Bowl, Flush Tank, And Urinal
And Bidet Supply And Share Of Total Plumbing Fixture Supply,
1992-2014 (dollars and percent) ............. 7
Table 1-2 Value Of U.S. Vitreous China Water Closet Bowl, Flush Tank,
And Urinal And Bidet Supply, 1992-2014 (dollars): Shipments
And Imports 8
Table 1-3 Quantity U.S. Vitreous China Water Closet Bowl, Flush Tank,
And Urinal And Bidet Supply, 1992-2014 (number): Shipments
And Imports 9
Table 1-4 U.S. Supply Of One-Piece And Two-Piece Toilets, 1992-2014
(number)... 10
Table 1-5 Average Value Per U.S. Toilet Supplied, 1992-2014 (dollars)............ 11
Table 1-6 U.S. Monthly Producer Price Index For Vitreous Plumbing
Fixtures, 2007-2009 (index).... 12

SCOPE AND METHODOLOGY ............ 13

SECTION 2 U.S. TOILET SHIPMENTS AND IMPORTS ..... 15

Summary Of Major Findings.... 15
U.S. Shipments Trends ........... 15
U.S. Import Trends And Source Of Supply............ 16
Product Line Trends . 17
High-Efficiency Toilets ............. 18
Table 2-1 Value Of U.S. Vitreous China Water Closet Bowl, Flush Tank, Urinal, And Bidet Shipments, 1987-2014 (dollars) 19
Table 2-2 Quantity U.S. Vitreous China Water Closet Bowl, Flush Tank, Urinal, And Bidet Shipments, 1987-2014 (units)... 20
Table 2-3 Average U.S. Value Per Unit Shipped Of Vitreous China Water
Closet Bowls, Flush Tanks, Urinals, And Bidets, 1987-2014 (dollars) .... 21
Table 2-4 Value Of U.S. Flushmeter Valve And Flush Valve Shipments, 1992-2009 (dollars) . 22
Table 2-5 Total U.S. Vitreous China Water Closet Bowl, Flush Tank, And Urinal And Bidet Imports, 1998-2014 (dollars and units) ..... 23
Table 2-6 Product, Freight And Insurance Costs, And Tariff Charges For Vitreous China Toilet And Related Product Imports And For The Top Five Countries Of Origin, 1997-2009 (dollars) .............. 24
Table 2-7 Value Of U.S. Vitreous China Water Closet Bowl, Flush Tank, And Urinal And Bidet Imports For The Top Twelve Countries Of Origin, 2003-2009 (dollars)..... 25
Table 2-8 Quantity U.S. Vitreous China Water Closet Bowl, Flush Tank, And Urinal And Bidet Imports And Average Value For The Top Twelve Countries Of Origin, 2003-2009 (units and dollars) . 26
Table 2-9 U.S. Vitreous China Water Closet Bowl, Flush Tank, And Urinal And Bidet Imports By Product Type, 2004-2009 (number and dollars): Flushmeter, One-Piece, And Other Water Closet Bowls; Flush Tanks; And Urinals And Bidets........ 27
Table 2-10 High-Efficiency Toilets ............ 28
Types Of High-Efficiency Toilets ... 29
Gravity Fed Single Flush Toilets............. 29
Dual-Flush Toilets..... 29
Pressure Assist Toilets ............ 29
Power Assist Toilets . 30

SECTION 3 U.S. TOILET SEAT MARKET SALES ........... 31

Summary Of Major Findings.... 31
Toilet Seat Market Trends ....... 31
Source Of Supply: U.S. Shipments And Imports ... 32
Competitive Situation 33
Outlook ...... 34
Table 3-1 Value Of U.S. Toilet Seat Sales, 1992-2014 (dollars): Shipments, Exports, Imports, And Sales .............. 35
Table 3-2 Quantity U.S. Toilet Seat Sales, 1992-2014 (number): Shipments, Exports, Imports, And Sales .............. 36
Table 3-3 Average Value Per U.S. Toilet Seat Sold, 1992-2014 (dollars) .......... 37
Table 3-4 U.S. Producer Price Trends Of Plastic Resin And Wood Inputs, 1997-2009 (index) ... 38
Table 3-5 U.S. Toilet Seat Imports, 1992-2009 (number and dollars) . 39
Table 3-6 U.S. Toilet Seat Imports For The Top Six Countries Of Origin, 2003-2009 (dollars and units). 40

SECTION 4 U.S. TOILET AND TOILET SEAT MARKETS AND DISTRIBUTION .. 41

Summary Of Major Findings.... 41
U.S. Toilet And Toilet Seat Sales ........... 41
Residential Replacement And Remodeling Market .............. 43
New Residential Construction Market..... 44
Nonresidential Market.............. 44
Retail Distribution Channels .... 45
Export Shipments ..... 45
Table 4-1 Number Of Toilets Installed In The United States By End-Use Market, 1992-2014 (number): New Housing Units, Residential Replacement And Remodeling, And Nonresidential Buildings ........... 47
Table 4-2 Number Of Toilets Installed In New U.S. Housing Units By Type Of Structure, 1992-2009 (number): Single-Family Homes, Multi- Family Units, And Mobile Homes........... 48
Table 4-3 Quantity U.S. New And Replacement Toilet Seat Sales, 1992- 2014 (number)......... 49
Table 4-4 Estimated U.S. Quantity Toilet Seat Sales By Market, 2007- 2009 (number)......... 50
Table 4-5 Toilets Installed In New U.S. Housing Units And By Type Of Unit And Region, 1992-2009 (number): Single-Family Homes, Multi- Family Buildings, And Mobile Homes .... 51
Table 4-6 New U.S. Privately Owned Single-Family Homes By Number Of Bathrooms And By Region, 1992-2009 (number and percent): 1 1/2 Bathrooms Or Less, 2 Bathrooms, 2 1/2 Bathrooms, And 3 Bathrooms Or More. 53
Table 4-7 New U.S. Housing Units In Multi-Family Buildings By Number Of Bathrooms And By Region, 1992-2009 (number and percent): 1 Bathroom, 1 1/2 Bathrooms, And 2 Bathrooms Or More..... 55
Table 4-8 U.S. Retail Plumbing Fixtures And Supplies Sales By Type Of Outlet And Number Of Stores Carrying Line, 2002-2009 (dollars and number): Kitchen-Bath Showrooms And Plumbing Supply Stores, Home Centers, Hardware Stores, And Other Building Material Dealers ...... 57
Table 4-9 Lowe’s Sales Of Fashion Plumbing Products, 1998-2009 (dollars) .... 58
Table 4-10 Total U.S. Vitreous China Water Closet Bowl, Flush Tank, Urinal, And Bidet Exports, 1998-2009 (dollars and units) .... 59
Table 4-11 U.S. Vitreous China Water Closet Bowl And Flush Tank, And Urinal And Bidet Exports By Product Type, 2004-2009 (number and dollars): Flushmeter And One-Piece Water Closet Bowls, Other Water Closet Bowls And Flush Tanks, And Urinals And Bidets ....... 60
Table 4-12 U.S. Vitreous China Water Closet Bowl, Flush Tank, And Urinal And Bidet Exports For The Top Eight Countries Of Destination, 2003-2009 (dollars and units). 61
Table 4-13 U.S. Toilet Seat Exports, 1992-2009 (number and dollars) . 62
Table 4-14 U.S. Toilet Seat Exports For The Top Four Countries Of Destination, 2003-2009 (dollars and units) ........... 63

SECTION 5 FACTORS AFFECTING U.S. TOILET AND TOILET SEAT DEMAND 64

Summary Of Major Findings.... 64
New Residential Market........... 64
Residential Remodeling Market.............. 66
Household Demographics ....... 66
Nonresidential Markets............ 67
Table 5-1 U.S. Spending On Building Construction, 1987-2009 (dollars): Total Buildings, Residential Buildings, And Nonresidential Buildings... 68
Table 5-2 U.S. Spending On Construction Put In Place By Market And Building Type, 2005-2009 (dollars): Residential, Lodging, Office, Commercial, Healthcare, Educational, Religious, Public Safety, Amusement And Recreation, Manufacturing, And Public Buildings... 69
Table 5-3 Percent Of U.S. Households Purchasing A New Or Existing Housing Unit, 1992-2009 (number, percent, and dollars): Total Households, Total Housing Demand, Percent Households Purchasing, Interest Rates, And Average Value Per Existing Home Sold 71
Table 5-4 Total U.S. Housing Demand By Sector By Region, 2004-2009 (number): Existing Home Sales, New Housing Completions, And Mobile Home Placements....... 72
Table 5-5 New U.S. Privately Owned Housing Units Started And By Type Of Structure, 1980-2009 (number): Total Starts; In Structures With 1 Unit, 2 To 4 Units, And 5 Units Or More .... 73
Table 5-6 Monthly New Private U.S. Housing Units Authorized By 20,000 Building Permit Places By Region, 2008 And 2009 (number) ............ 74
Table 5-7 New Privately Owned Housing Units Authorized By 20,000 Building Permit Places By Region And State, 2007-2009 (number)... 75
Table 5-8 Number Of Existing Single-Family Homes, Condos, And Co-Ops Sold By Region And State, 2002-2009 (number) . 77
Table 5-9 U.S. Mobile Home Shipments For The Top Twenty Producing States, 2002-2009 (number of units) ..... 79
Table 5-10 Value Of Private Nonresidential Building Construction Spending By Region, By Building Type, 2002-2008 (dollars): Lodging, Office, Commercial, Healthcare, Education, Religion, Amusement And Recreation, Manufacturing, And Total; Northeast, Midwest, South, And West... 80
Table 5-11 New U.S. Single-Family Houses Sold By Sales Price, 1985-2009 (number): Under $150,000, $150,000 To $199,999, $200,000 To $299,999, $300,000 To $499,999, And $500,000 And Over .. 82
Table 5-12 U.S. Homes Closed By Ten Leading Domestic Home Builders, 2002-2009 (number) 83
Table 5-13 Total U.S. Residential Property Owner Spending On Improvements, Additions, Alterations, And Repairs And Residential Spending On Kitchen And Bathroom Remodeling, 1977-2009 (dollars) . 84
Table 5-14 U.S. Kitchen And Bathroom Remodeling Spending By Ownership Of Residential Property, 1993-2009 (dollars): Kitchen Remodeling, Bathroom Remodeling, And Kitchen And Bathroom Remodeling; Homeowners And Rental Properties............. 85
Table 5-15 Average U.S. Homeowner Spending On Plumbing Equipment And Repair Services By Demographic Characteristic, 2007 (dollars): Income, Age, Household Size, And Region.......... 86
Table 5-16 Number Of Homeowner Bathroom Jobs By Type And Region, 1999-2007 (number): Added, Renovated Or Remodeled Bathroom, D-I-Y And Contractor Jobs, Jobs By New Owners, And Region.............. 87
Table 5-17 Distribution Of U.S. Housing Units By Number Of Bathrooms, Total Number Of Residential Bathrooms, And Average Bathrooms Per Unit, 1995-2009 (number)............ 88
Table 5-18 U.S. Housing Units By Year Built By Region, Before 1960 And 1960-2007 (number) 89
Table 5-19 U.S. Home Mortgage Interest Rates And Personal Income, 1982-2009 (percent and dollars) ........... 90
Table 5-20 Distribution Of U.S. Households By Demographic Characteristic, 1986-2008 (percent): Household Income, Age Of Household Head, Household Size, Region, And Total Households ...... 91
Table 5-21 Number Of U.S. Commercial Buildings, Their Principal Activity, And Square Feet, 2003 (number).......... 92
Table 5-22 Number Of U.S. Hotels And Motels, Number Of Guest Rooms, And Lodging Industry Construction Spending, 1987-2008
(number and dollars) .............. 93
Table 5-23 U.S. Recreation Vehicle Shipments, 1987-2010 (number) .. 94

SECTION 6 TOILET MARKET COST STRUCTURE AND THE COMPETITIVE
ENVIRONMENT........... 95

Summary Of Major Findings.... 95
Competitive Environment And Market Shares....... 95
Leading Competitors 96
Industry Cost Structure And Profit Margins ........... 97
Table 6-1 Operating Ratios And Profit Margins For U.S. Vitreous China Plumbing Fixture Plants, 1987-2009 (percent): Payroll, Other Labor Costs, Material Costs, And Gross Profit Margins ...... 99
Table 6-2 U.S. Vitreous China Plumbing Fixture Plant Labor Situation, 1987-2009 (number, dollars, and percent): Employees, Shipments Per Employee, And Production Worker Average Hourly Wages And Weekly Hours ....... 100
Table 6-3 U.S. Producer Price Trends For Clay, Ceramic, And Refractory Minerals, 1987-2009 (index). 101
Table 6-4 Major U.S. Toilet Manufacturers And Marketers, 2009 (name, brand, and number of WaterSave models)......... 102
Catalina Market Profile CP067 Publication Date: September 2009