US Portable Heater Market Snapshot 2013

2013 U.S. Portable Heater Market Report
Published May 2013

Background
 The report is based on primary research done with Riedel Marketing
Group's proprietary consumer panel. HomeTrend Influentials (HIPsters)
are the bellwether for the mainstream population. Understanding changes
in the behaviors, habits and practices, and attitudes of HIPsters help
predict the changes the mainstream population will be making in the
months to come.
 Online trend surveys were conducted with Riedel Marketing Group’s
proprietary HomeTrend Influentials Panel in July and October 2011 and
2012. (See Appendix I for more information about the HomeTrend
Influentials Panel.)
Copyright 2013 2013 U.S. Portable Heater Market

About the Author
A.J. Riedel, Senior Partner of Riedel Marketing Group
(RMG), is a highly regarded marketing authority in the
housewares industry, the top forecaster of
housewares trends, and an advisor to many
housewares companies. A.J. Riedel has 24 years of
experience and an excellent track record in the
housewares industry. Her knowledge and
understanding encompasses market dynamics,
channels of distribution, housewares consumers, and
trends impacting the industry, and marketing issues in
the housewares industry.

THE PORTABLE HEATER MARKET AT A
GLANCE

 In 2000, approximately 26% of U.S. households owned a portable heater,
based on a survey of 1,000 nationally representative households. In 2013,
60% of HomeTrend Influential panel members own a portable heater.
 In 2000, approximately 7% of U.S. households purchased a new portable
heater in the previous 12 months. In 2013, 33% of HomeTrend Influential
panel members purchased a portable heater in the past year.
 Although an apples-to-apples comparison cannot be made because of
sampling differences, it would appear that household penetration and
annual purchase incidence of portable heaters has increased significantly
over the past 12 years.
MARKET SIZE AND GROWTH TRENDS

 The ceramic heater is the most popular type of portable heater followed by
the fan heater and the quartz heater. Oil-bath heaters are much less
popular than the other three types of portable heater.
 More portable heaters are purchased at home centers than at any other
channel of distribution. Home centers are becoming a more important
channel of distribution and mass merchandisers are becoming less
important.
 With the increased popularity of ceramic and quartz heaters and the
decreasing popularity of fan heaters, the high end ($75 +) portable heater
market has grown while the low end market (under $40) has declined.
MARKET DYNAMICS

 Approximately one third of portable heater purchasers are first time buyers.
 The purchase of a portable heater is typically a planned purchase but the
decision on which brand and model to buy is typically made in the store.
 Seeing a portable heater on display in the store often influences the
purchase decision as does a recommendation from a friend or family
member.
 Safety is an important consideration when purchasing a portable heater.
– Safety features such as automatic overheat shut-off thermostat, automatic shut-
off, audible safety alarm, and tip-over switch are the features that are most
important to respondents who are portable heater owners.
– Ceramic heaters are popular with prospective portable heater purchasers
because they are perceived as being the safest type of portable heater.
 Brand name is not particularly important in the portable heater category.
– One in four people who purchased a portable heater within the past year can’t
remember what brand they purchased.
– The majority of people who are planning to buy a new portable heater don’t
have a particular brand in mind.
– When a prospective purchaser is making the purchase decision, safety features
are far more important than brand name.
PURCHASE DECISION MAKING

 The typical household has one portable heater.
 Portable heaters are used most often in bedrooms and the large public
areas of the house such as the family room, living room, or dining room.
 One quarter of portable heater owners use their portable heater at least a
couple of times a week. About one third of portable heater owners use their
portable heater less than once a month.
 Very few owners run their portable heater all the time. Most run their
heater for a couple of hours at a time.
CONSUMER HABITS AND PRACTICES

AIDED BRAND AWARENESS
Three brands – Honeywell, Sunbeam, and Sears/Kenmore – have aided
brand awareness of more than 60%. Relative newcomer Dyson has 43%
aided brand awareness. No other brand has aided brand awareness of
more than 31%.
13%
6%
7%
14%
18%
18%
25%
27%
30%
31%
43%
62%
64%
79%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
All Other
iLiving
Mr. Heater
Comfort Zone
Bionaire
Lasko
Vornado
DeLonghi
Duraflame
Holmes
Dyson
Sears/Kenmore
Sunbeam
Honeywell
Which of the following portable heater brands have you seen or
heard of?
(Total Sample N=126)

HOUSEHOLD PENETRATION
60%
40%
Do you own a portable heater?
Yes No
52%
28%
11%
9%
0% 10% 20% 30% 40% 50% 60%
1
2
3
4 or more
How many portable heaters do you
own?
(Respondents who own a portable heater
N=79)
60% of respondents own a portable heater. More than half own only one
portable heater.

PAST YEAR PURCHASE
33%
67%
Did you purchase one or more
new portable heaters in the past
year or so?
(Respondents who own a portable
heater N=79)
Yes No
70%
15%
7%
7%
0% 20% 40% 60% 80%
1
2
3
4 or more
How many portable heaters did
you purchase in the past year or
so?
(Respondents who purchased a
portable heater in the past year
N=26)
One third of the respondents who own a portable heater purchased a
portable heater in the past year or so. The majority of them purchased
one portable heater.

PAST YEAR PURCHASE: TYPE OF HEATER
44% of the respondents who purchased a portable heater in the past year
purchased a ceramic heater,36% bought a fan heater, and 28% purchased
a quartz heater.
44%
36%
28%
8%
12%
4%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Ceramic heater
Fan heater
Radiant or quartz heater
Convection or oil-bath heater
Other
Don't know
Thinking about your most recent portable heater purchase, which
type of portable electric heater did you buy?
(Respondents who purchased a portable heater in the past year N=26)

PAST YEAR PURCHASE: STORE WHERE PURCHASED
39%
17%
13%
9%
4%
4%
4%
4%
17%
9%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Home center (i.e., Home Depot, Lowe's, etc.)
Target
Warehouse club (i.e., Sam's Club, Costco, etc.)
Online/Web site
Department store (i.e., JC Penney, Sears, Macy's, Dillard's, Belk's, etc.)
Drug store
Hardware store (i.e., Ace, True Value, etc.)
Walmart
Other
Don't remember
From where did you purchase your most recently purchased
portable electric heater?
The vast majority of the respondents who purchased a portable heater in
the past year purchased it from a home center (89% in 2013 versus 12% in
2001).

PAST YEAR PURCHASE: PRICE PAID
4%
11%
11%
15%
15%
22%
22%
0% 5% 10% 15% 20% 25%
LESS THAN $20
$20 TO $29.99
$30 TO $39.99
$40 TO $49.99
$50 TO $74.99
$75 TO $99.99
$100 OR MORE
Thinking about your most recent portable heater purchase,
approximately how much did you pay?
44% of the respondents who purchased a portable heater in the past year
paid $75 or more (compared to 12% in 2001). 30% paid between $40 and
$75 (compared to 26% in 2001). 26% spent less than $40 (compared to 36%
in 2001).

PAST YEAR PURCHASE: PRICE PAID BY HEATER TYPE
44%
27%
0%
44%
27%
14%
11%
45%
86%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Fan heater
Ceramic heater
Price Paid by Type of Heater
LESS THAN $40 $40 TO $74.99 $75 TO $99.99
The majority of the respondents who purchased a quartz heater in the past
year paid $75 or more. 45% of the respondents who purchased a ceramic
heater in the past year paid $75 or more. Only 11% of the respondents
who purchased a fan heater in the past year paid $75 or more.

PAST YEAR PURCHASE: REASON FOR PURCHASE
33%
30%
22%
11%
4%
0% 5% 10% 15% 20% 25% 30% 35%
First one, did not have one previously
Needed an additional one
Needed a bigger or smaller size
Old portable heater was wearing out
Bought it as a gift
of the following best describes why you purchased it?
33% of the respondents who purchased a portable heater in the past
year were purchasing their first portable heater (compared to 52% in
2001). 30% were purchasing an additional portable heater (compared
to 20% in 2001).

PAST YEAR PURCHASE: WHEN DECISION IS MADE
30%
70%
Did you make the decision on the specific brand and item before
going to the store, or while in the store after looking at the items
which were available?
Before going to the store While in the store after looking at the items which were available
The majority of the respondents who purchased a portable heater in
the past year made the decision on what brand and model to buy while
they were in the store looking at the selection of portable heaters.

52%
22%
15%
11%
0% 10% 20% 30% 40% 50% 60%
You added the item to your shopping list and bought it the next time you
were at the store
You saw the item in the store and purchased it on impulse
You added the item to your shopping list, but you visited several different
stores before making the purchase
You waited to purchase until the item was on sale or promotion
of the following best describes that purchase?
PAST YEAR PURCHASE: IMPULSE OR PLANNED
PURCHASE
The majority of the respondents who purchased a portable heater in
the past year did not buy a new portable on impulse nor did they wait
for a sale. They added the item to their shopping list and either bought
it the next time they were at the store or visited several stores before
they made the purchase.
67% put a portable heater
on their shopping list

PAST YEAR PURCHASE: FACTORS INFLUENCING
PURCHASE
26%
22%
13%
13%
9%
9%
9%
0% 5% 10% 15% 20% 25% 30%
Seeing it on display in a store
Family member or friend making a recommendation
A consumer rating’s guide such as Consumer Reports running a…
Seeing it demonstrated
Being on sale
Having previously had the same brand of portable electric heater
Having previously had other products under the same brand
of the following was the most influential in assisting you in your
selection of the brand and model of the machine you bought?
(Respondents who purchased a portable heater in the past year N=
For 26% of the respondents who purchased a portable heater in the past
year, seeing the portable heater on display was most influential in helping
them decide what brand and model of portable heater to buy (versus 24%
in 2001). 22% were most influenced by a recommendation (versus 13% in
2001).

PAST YEAR PURCHASE: BRAND
Of the 15+ brands on portable heater on the market today, survey
respondents bought 8 of those in the past year. Honeywell and Lasko were
the most popular brands. One quarter of the respondents who purchased a
portable heater in the past year don’t remember what brand they bought.
23%
18%
18%
14%
9%
9%
5%
5%
0% 5% 10% 15% 20% 25%
Don't remember
Honeywell
Lasko
Sunbeam
Duraflame
Holmes
Dyson
Mr. Heater
Which brand of portable electric heater did you buy?
23% of respondents
could not remember
which brand of portable
heater they purchased.

PAST YEAR PURCHASE: SATISFACTION
0%
8%
15%
42%
35%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Not at all satisfied
Slightly satisfied
Moderately satisfied
Very satisfied
Completely satisfied
What is your overall satisfaction with this portable electric heater?
The majority of respondents who purchased a portable heater in the past
year are satisfied with their new portable heater.

PURCHASE LIKELIHOOD
28%
34%
26%
9%
3%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Definitely will not purchase
Probably will not purchase
Might or might not purchase
Probably will purchase
Definitely will purchase
How likely are you or someone in your household to buy a new
portable heater during the next year?
12% of survey respondents say they will purchase a new portable heater in
the next year.

PURCHASE INTEREST: TYPE OF HEATER
44%
22%
19%
15%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Ceramic heater
Fan heater
Convection or oil-bath heater
If you were in the market for a new portable heater, which type of
portable electric heater would you be most likely to buy?
(Total respondents N=120)
44% of survey respondents would be most likely to buy a ceramic heater is
they were in the market for a new portable heater.

PURCHASE INTEREST: REASON FOR SELECTING THE
TYPE OF HEATER
Why did you say you would be most likely to buy a CERAMIC
heater?
Reason # of mentions out of 51
safe 29
prior experience 7
good for a small space 6
cool to the touch 4
efficient 3
Why did you say you would be most
likely to buy a FAN heater?
Reason
# of
mentions
out of 26
prior experience with this
type heater
9
circulates the heat 4
less expensive 3
safest 3
best option to heat the
space where it will be used
3
heats fast 2
likely to buy a CONVECTION OR OIL-BATH
heater?
Reason
# of
mentions
out of 19
energy efficiency 11
heats large area 3
prior experience with
this type of heater
2
other 4
likely to buy a RADIANT OR QUARTZ
heater?
Reason
# of mentions
out of 20
efficient 4
heats large area 4
instant warmth 3
safe 2
heats directly 2
prior experience 1
Safety is the most
frequently mentioned
reason for preferring the
ceramic heater.

HABITS & PRACTICES: WHERE PORTABLE HEATER
IS USED
35%
24%
24%
24%
21%
18%
16%
13%
8%
8%
5%
13%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Kid’s bedroom
Living or dining room
Home office
Family room or den
Master bedroom
Workshop
Office away from home
Bathroom
Basement
Away from home
Kitchen
Other
Where do you use a portable electric heater?
(Respondents who own a portable heater N=64)
56% of respondents who are portable heater owners use a portable heater
in a bedroom (versus 30% in 2001). 48% use a portable heater in a public
space such as a family room, living room, or dining room (versus 21% in
2001). In 2001, 25% of respondents used a portable heater in a bathroom;
today only 13% do.
Bedroom
usage
Public
space
usage

HABITS & PRACTICES: FREQUENCY OF USE
4%
10%
10%
13%
12%
18%
3%
9%
21%
0% 5% 10% 15% 20% 25%
All the time
Just about every day (25 - 30 times a month)
Several times a week (17 - 24 times a month)
A few times a week (9 - 16 times a month)
One or two times a week (4 - 8 times a month)
Less than once a week, but more than once a month (2 or 3 times a
month)
Once a month (12 times a year)
Less than once a month, but more than every 3 months (4 - 11 times
a year)
Less often than once every 3 months (less than 4 times a year)
Thinking about the portable heater you use most often, how
often do you use it?
24% of respondents who are portable heater owners use their portable
heater at least a couple of times a week; 4% use it all the time. 30% use a
portable heater less than once a month.
30% are
light/infrequent
users
24% are
heavy/frequent
users

HABITS & PRACTICES: LENGTH OF USE
0%
9%
20%
34%
27%
4%
6%
0% 5% 10% 15% 20% 25% 30% 35% 40%
For a few minutes
For several minutes
For an hour
For a few hours
For several hours
All day
All day and all night
Thinking about the portable heater you use most often, when
running your portable heater, how long do you let it run?
61% of respondents who are portable heater owners use it for a couple of
hours at a time (compared to 47%). 20% use it for an hour at a time
(compared to 13% in 2001).
A couple
of hours
at a time

PURCHASE DECISION-MAKING: IMPORTANT
PRODUCT ATTRIBUTES
11.13
10.34
9.84
9.78
9.64
7.88
7.83
7.79
6.22
5.93
5.53
5.53
4.50
3.05
0.00 2.00 4.00 6.00 8.00 10.00 12.00
Color
Carrying handle
Design
Programmable timer
Brand name
Measured heat output
Heating technology (i.e. fan forced, quartz, oil-bath)
Thermostat
Multiple heat settings
Safety tip-over switch
Audible safety alarm
Energy efficiency
Automatic shut-off
Automatic overheat shut-off thermostat
How important are each of the following when you are making a
purchase decision regarding portable heaters?
Lower the number, the more important
Safety features such as automatic overheat shut-off thermostat, automatic
shut-off, audible safety alarm, and tip-over switch are the features that are
most important to respondents who are portable heater owners. Energy
efficiency and multiple heat settings are also important product attributes.
Safety features

PURCHASE INTEREST: BRAND
26%
74%
Do you have a brand in mind?
(Respondents who will definitely or
probably purchase a portable heater
in the next year N=13)
Yes No
5
3
2
2
2
2
2
2
1
1
0 1 2 3 4 5 6
Honeywell
Dyson
DeLonghi
Duraflame
Holmes
Sears/Kenmore
Sunbeam
Vornado
iLiving
Lasko
What brand of portable heater
do you think you will buy?
(Respondents who have a brand in
mind N=15)
Number of mentions
27% of the respondents who plan to purchase a new portable heater in the
next year have a brand in mind. A third of those who have a brand in mind
think they will buy Honeywell brand.

Appendix I: Descriptions of types of heaters
 Convection or oil-bath heaters are the most energy-efficient choice for heating large,
frequently used living areas for short periods of time. Convection heaters use a
permanently sealed heat transfer liquid, such as oil, and an electric heating element.
The liquid, which is safe from leaks and never needs to be refilled, stores heat and
distributes it using the natural circulation of air in a room. Some convection heaters
include fans for greater air circulation. Convection heaters are most effective in rooms
that are sealed off, with no open doors.
 A fan heater is a heater that works by using a fan to pass air over a heating element.
This heats up the air, which then leaves the heater, warming up the surrounding room.
They can heat an enclosed space such as a room faster than a heater without fan, but,
like any fan, make noise. Electric fan heaters are usually less expensive than other
types of portable heaters.
 Ceramic heaters are convection heaters that feature a ceramic disc heating element
and fan to distribute warm air evenly and efficiently. The heating discs are hidden inside
the heater body, which makes ceramic heaters safer and cool to the touch. Ceramic
heaters are popular for small spaces like children’s bedrooms and spaces with pets.
 Radiant or quartz heaters generate immediate heat by directing infrared rays to warm
up objects, much like the heat you feel when you stand in the sun. Radiant space
heaters are best for spot heating because they deliver focused warmth to areas directly
in front of the heater. A radiant heater provides nearly instant warmth to a specific area,
so they’re popular in offices, bedrooms, and other small rooms. Combined with a fan,
quartz heaters comfortably warm a living space of up to 1000 sq. ft.

Appendix II: Regionality
71%
42%
69%
62%
0% 20% 40% 60% 80%
Northeast N=14
South Central N=19
Midwest N=26
West N=60
Portable heater ownership by
region
40%
38%
33%
32%
0% 10% 20% 30% 40% 50%
Northeast N=10
South Central N=8
Midwest N=18
West N=37
Past Year Purchase by Region
STATES BY REGION
Northeast: CT, ME, MA, NY, NH, NJ, PA, RI, VT
South Atlantic: DE, FL, GA, SC, MD, NC, VA, WV, DC
South Central: AL, AK, KY, LA, MS, OK, TN, TX
Midwest: IL, IN, IA, KS, MI, MO, MN, NB, ND, OH, SD, WI
West: AK, AZ, CA, CO, HI, ID, MT, NM, NV, OR, UT, WA, WY

Appendix III: Lifestage
64%
57%
59%
67%
50% 55% 60% 65% 70%
Younger Couple N=14
Younger Parent N=54
MidLife FamilyN=34
MidLife Household N=15
Portable Heater Ownership by
Lifestage
11%
39%
25%
40%
0% 10% 20% 30% 40% 50%
Younger Couple N=9
Younger Parent N=31
MidLife FamilyN=20
MidLife Household N=10
Past Year Purchase by Lifestage
LIFESTAGE DEFINITIONS
Younger Couple: married, under 45, no children
Younger Parent: either married or single, under 45, with children
MidLife Family: either married or single, between 45 and 64, with children
MidLife Household: either married or single, between 45 and 64, no children

Appendix IV: About The Hometrend Infuentials
Panel
 The HomeTrend Influentials Panel (HIP) is a carefully selected panel of 200 HomeTrend
Influentials who have agreed to participate in a variety of different research studies ranging from
e-mail surveys to in-home interviews to home-use tests to online click-through surveys to focus
groups, both traditional in-person and online.
 HomeTrend Influentials are home owners who like their homes to look up-to-date and like to
keep their fingers on the pulse of what is new for the home. They are constantly redecorating
and making improvements to their homes. They enjoy talking with their family, friends, and co-
workers about what’s new for the home and they are sought out by friends and family for advice
on what to buy for their homes and what to do to their homes. They are very active in
community, civic, and political activities. They readily try new food, household cleaning, laundry,
and housewares products that they see advertised or in stores and they eagerly recommend the
products that they really like to others.
 HomeTrend Influentials pick up on new home-related trends and embrace new home goods
much sooner than the rest of the U.S. population. As such, these influential consumers are the
bellwether for predicting changes in the behaviors, habits and practices, and attitudes of
mainstream Americans. If HIPsters embrace a new product, very likely it is going to be
embraced by mainstream Americans within a couple of years. If HIPsters reject a new product,
very likely the product is not going to be embraced by mainstream Americans either.
 HIPsters are passionate about participating in RMG research studies. HomeTrend Influentials
are well educated, articulate, insightful, and eager to share their opinions with manufacturers.
They are savvy consumers. They are passionate about participating in RMG research studies
because they are driven by the prospect of being able to "make a difference" to manufacturers
and marketers of housewares products.

Screening Criteria
To qualify for membership on the HomeTrend Influentials Panel, a person must exhibit the eight attributes that clearly
differentiate HomeTrend Influentials from the general population. Therefore, to qualify as a HomeTrend Influential, a
person must:
– Have recommended a new food, household cleaning, laundry, or housewares products to someone else in the past year
– Be willing to try new food, household cleaning, laundry, or housewares products that they see advertised or in a store
– Like their home to look up-to-date
– Be a trend-setter
– Like to keep their finger on the pulse of what is new for the home
– Enjoy talking with their family, friends, and/or co-workers about what's new for the home
– Be sought out by friends and family who seek their opinion on new home goods and housewares products
– Be sought out by friends and family for advice about home decorating
 In addition to exhibiting the eight attributes that clearly differentiate HomeTrend Influentials from the general
population, the person must also qualify as an Influential as defined by Roper/ASW. This means that they have to
have done at least three of the following activities in the past year:
– Written or called any politician at the state, local, or national level
– Attended a political rally, speech, or organized protest of any kind
– Attended a public meeting on town or school affairs
– Held or run for political office
– Served on a committee for some local organization
– Served as an officer for some club or organization
– Written a letter to the editor of a newspaper or magazine or called a live radio or TV show to express an opinion
– Signed a petition
– Worked for a political candidate
– Made a speech
– Written an article for a newspaper or magazine
– Been an active member of any group that tries to influence public policy or government
 Finally, person must also:
– Have painted a room, re-arranged one or more rooms, and/or redecorated one or more rooms of their home within the past year
– Be a home owner
– Use a PC for e-mail/networking

Appendix V: Questionnaire
1. Here is a list of portable heater brands. Please check all of the ones that you have you seen or heard of.
2. Do you own a portable heater?
3. How many portable heaters do you own?
4. Did you purchase one or more new portable heaters in the past year or so?
5. How many portable heaters did you purchase in the past year or so?
6. Thinking about your most recent portable heater purchase, which type of portable electric heater did you buy?
7. From where did you purchase your most recently purchased portable electric heater?
8. Thinking about your most recent portable heater purchase, approximately how much did you pay?
9. Thinking about your most recent portable heater purchase, which of the following best describes why you purchased it?
10. Did you make the decision on the specific brand and item before going to the store, or while in the store after looking at
the items which were available?
11. Thinking about your most recent portable heater purchase, which of the following best describes that purchase?
12. Thinking about your most recent portable heater purchase, which of the following was the most influential in assisting
you in your selection of the brand and model of the machine you bought?
13. Which brand of portable electric heater did you buy?
14. What is your overall satisfaction with this portable electric heater?
15. Why did you say that you are not satisfied with the portable heater you purchased?
16. Where do you use a portable electric heater?
17. Thinking about the portable heater you use most often, how often do you use it?
18. Thinking about the portable heater you use most often, when running your portable heater, how long do you let it run?
19. How important are each of the following when you are making a purchase decision regarding portable heaters?
20. How likely are you or someone in your household to buy a new portable heater during the next year?
21. Do you have a brand in mind?
22. What brand of portable heater do you think you will buy?
23. If you were in the market for a new portable heater, which type of portable electric heater would you be most likely to
buy?
27. Why did you say you would be most likely to buy that type of portable electric heater?

Riedel Marketing Group Contact Information
 602-840-4948
 5327 E. Pinchot Ave., Phoenix AZ 85018
 ajr@4rmg.com
 www.4rmg.com
 www.twitter.com/AJRat4RMG
 http://www.linkedin.com/company/riedel-marketing-group

US Portable Heater Market Snapshot 2013

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