U.S. Residential Hot Tub Market (YE2016) P age 1
One source for all of your pool and spa market data. Comprehensive industry statistics library 1. U.S. pool and hot tub market overviews 2. International data 3. Segment-specific studies Custom market research 1. Consumer and trade surveys 2. Channel studies 3. Brand awareness New Datapoints market datasets 1. Pool market data by state, region, MSA P age 2
About Pkdata Pkdata is a market research firm that has tracked the swimming pool and hot tub industry since 1992. We continuously survey pool products manufacturers, distributors, builders, retailers, service professionals and, of course, consumers. Our research findings are frequently cited in industry trade journals as well as leading newspapers, magazines, and broadcast media. To date, the firm has completed over 400 pool and hot tub studies. Pkdata s clients are the leading manufacturers in the swimming pool and hot tub industry as well as various channel constituents including builders, retailers and distributors. The firm also serves as market research counsel to the industry s trade organization, the Association of Pool and Spa Professionals. We frequently act as market advisors to outside investment institutions and have been called upon to assist with merger and acquisition due diligence. Pkdata publishes numerous reports regarding the state of the pool and hot tub industry. For more information, please visit our website or contact us at info@pkdata.com. P.K. Data, Inc. 5975 Shiloh Road, Suite 114 Alpharetta, GA 30005 (P) 770.931.9677 (F) 770.931.9564 The information contained in this document is the exclusive property of P.K. Data, Inc. This work is protected under United States copyright law and other international copyright treaties and conventions. No part of this work may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying or recording, or by any information storage or retrieval system, except as expressly permitted in writing by P.K. Data, Inc. All requests should be sent to: Copyright Administrator, P.K. Data, Inc., 5975 Shiloh Road, Suite 114, Alpharetta, GA 30005 The information contained in this document is subject to change without notice. P.K. Data, Pkdata and Datapoints are trademarks, service marks or registered trademarks of P.K. Data, Inc. in the United States and certain other jurisdictions. Other companies and products or services mentioned herein may be trademarks, service marks, or registered trademarks of their respective mark owners. Copyright 2017 P.K. Data, Inc. All rights reserved. Printed in the United States of America. P age 3
Contents About Pkdata... 3 Contents... 4 Introduction... 5 Methodology... 6 The Market... 8 Hot Tub Characteristics... 20 Hot Tub Maintenance... 22 Hot Tub Ownership and Usage... 25 Shopping Experience... 34 Conclusions... 38 Appendix... 40 Table of Figures... 45 Charts... 45 Tables... 47 Maps... 47 Page 4
Table of Figures Charts Chart 1: Residential hot tub sales, 2007 2016... 8 Chart 2: Change in residential hot tub sales, 2007 2016... 8 Chart 3: Total wholesale value of hot tub sales, 2007 2016... 9 Chart 4: Breakout of hot tub purchases by adult capacity, 2016... 10 Chart 5: Approximate percentage of hot tub purchases that included a feature, 2016... 11 Chart 6: Percent new hot tub sales by retail value, 2015... 12 Chart 7: Residential hot tub installed base, 2007 2016... 15 Chart 8: Hot tub age in years (existing base)... 19 Chart 9: Hot tub location (existing base)... 19 Chart 10: Adult capacity of hot tubs, existing base... 20 Chart 11: Hot Tub Primary Sanitizer, 2016... 22 Chart 12: Dollars spent on hot tub chemicals, 2016... 23 Chart 13: Annual frequency hot tub is drained for cleaning, 2016... 24 Chart 14: Percent utilizing a professional pool/hot tub cleaning company, 2016... 24 Chart 15: Days per month hot tub used, 2016... 25 Chart 16: Annual months of hot tub usage for owners utilizing their tub, 2016... 26 Chart 17: Relative to initial purchase, how often do you currently utilize hot tub (existing base), 2016... 27 Chart 18: How likely are you to recommend to someone they purchase a hot tub (existing base), 2016... 27 Chart 19: How hot tubs are accessorized (existing base), 2016... 28 Chart 20: Hot tub owners: also own a pool (existing base)... 29 Chart 21: Previously owned a hot tub (existing base), 2016... 29 Chart 22: Years previous hot tub owned, 2016... 30 Chart 23: How disposed of previous hot tub, 2016... 31 Chart 24: Hot tub unit resale estimates vs new hot tub sales (2007-2016)... 32 Chart 25: Estimated total wholesale value of new hot tub sales vs value of estimated resale units (2007 2016), ($M)... 33 Chart 26: Estimated channel for new hot tub purchase, existing base... 34 Chart 27: Type of store and channel of new hot tub purchase, exiting base... 34 Chart 28: Estimated source of hot tub chemical purchases, existing base... 35 Chart 29: Type of store and source of hot tub chemical purchases, existing base. 35 Chart 30: Month owner began shopping for hot tub... 36 Chart 31: Number of stores visited shopping for hot tub... 36 Chart 32: Hot tub owners: paid more or less than expected for hot tub (existing base)... 37 Chart 33: Consumer confidence index vs. hot tub sales, 2007-2016... 40 Chart 34: Unemployment rate vs. hot tub sales, 2007-2016... 41 Chart 35: U.S. single family housing starts vs. hot tub sales, 2007-2016... 41 45 The U.S. Residential Hot Tub Market YE 2016 2017, P.K. Data, Inc.
Chart 36: Household debt service payments as a percent of disposable personal income vs. hot tub sales, 2007-2016... 42 Chart 37: Real per capita disposable income vs. hot tub sales, 2007-2016... 42 Chart 38: Real personal consumption expenditures per capita vs. hot tub sales, 2007-2016... 43 Chart 39: Producer price index vs. hot tub sales, 2007-2016... 43 46 The U.S. Residential Hot Tub Market YE 2016 2017, P.K. Data, Inc.
Tables Table 1: Top 10 States for hot tub purchase (2016)... 14 Table 2: Hot tub unit sales by state, 2016... 14 Table 3: Top 10 States for hot tubs (installed base), 2016... 17 Table 4: Hot tub installed base by state, 2016... 17 Maps Map 1: New hot tub sales by market (units), 2016... 13 Map 2: Hot tub installed base by market (units), 2016... 16 Map 3: Hot tubs per square mile by market, 2016... 18 Map 4: Hot tub treatable water by market (x 1,000 gallons), 2016... 21 Map 5: Designated Market Areas with > 25,000 hot tubs... 44 47 The U.S. Residential Hot Tub Market YE 2016 2017, P.K. Data, Inc.