PORT WASHINGTON, NY – According to new information from The NPD Group, marketers of vehicle appearance products could see a boost in business this spring. The firm reports 12 percent of consumers surveyed last fall indicated they would spend more money on vehicle appearance this year; only four percent said they would spend less.
Early spring data indicates that consumers may be following through on that promise. Based upon NPD’s Early Indicator Report on sales through the auto parts channel, dollar sales for appearance products and accessories were more than 17 percent higher in the month of March 2007 versus the same month in 2006.
“Traditionally, the spring season brings consumers outside and into the driveway for some much needed car care” said David Portalatin, director of industry analysis for The NPD Group. “The growth we’ve seen so far is especially encouraging, given that winter has lingered in many parts of the country a bit later than usual.”
Portalatin said he sees an opportunity for broader impact, beyond just appearance.
“Marketers of aftermarket products and services should consider how they can leverage this opportunity to drive sales in many categories,” said Portalain. “They should look for ways to take advantage of any lift in consumer traffic that may be generated by automotive spring cleaning. For example, think about bundling and cross-promoting maintenance and/or repair-related categories to help consumers take care of their cars, inside and out.”
NPD’s Car research shows that consumers ages 18-24 are a bit more likely to purchase appearance products than other age segments. This segment is quite image-conscious and this attitude extends to their vehicles, especially this time of year. In addition, higher income consumers are also more likely to buy appearance products.
Having the right brands will also be an important factor, said NPD. When asked how they would respond if their preferred appearance product brand was not available, one out of four consumers said they would not make the purchase at that time. One in five would go to a different store to find their preferred brand. Always looking for convenience, consumers also cited ease of use as playing a role in their brand choice. In fact, the average do-it-yourself consumer is 37 percent more likely to say “ease of use” was a reason for choosing a particular brand.
Although favorite brands and ease of use are driving forces in vehicle appearance purchases, nearly half of the do-it-yourself appearance product consumers make their purchases impulsively. These consumers are 47 percent more likely to decide to buy products once they have gone into the store, heightening the importance of in-store placement, promotion and appealing packaging.
For more information about The NPD Group, visit: http://www.npd.com.
