APSP Quarterly - Winter 2008 - (Page 34)

INDUSTRY Update y o ur ex pec tati on s fo r 2 0 08 ? Ov er t h e p ast 5 y e ars, h as t he av er a ge sellin g pric e of a h ot tu b …? What are your expectations for 2008? Same traffic % 19% Over the past five years, has the average selling price of a hot tub…? Decreased 8% Increased 41% Increased traffic 81% Same 51% With regard to actual hot tub sales, nearly 90 percent saw no gain from last year. o ur h ot t ub sal es c om pa re d with l ast ye ar ? And, as with builders, we sought to determine the extent of the popularity of pool accessories sold at retail by asking about the following pool accessories on a scale of one to five, where five is “very popular.” 5 Mean Popularity Rating 60% 4.1 4.2 48% Declined 26% Improved 12% 50% 3.8 3.4 40% 30% 20% 4 3.7 3.4 3 24% 28% 2 7% 7% 13% 10% 0% 1 Salt chlorine generator Ozone systems Mineral systems Automatic Heaters/heat pumps pool cleaners (APCs) Pool safety devices How much improved? ∙Mean: 19% Same 62% We concluded the survey by asking the retailers to look forward and predict which of these same items will have the greatest impact on sales over the next five years. (Multiple responses were allowed.) APCs Salt chlorine generators Heaters/heat pumps Mineral systems Safety devices Ozone systems 9% 20% 16% 13% 39% 54% How much declined? ∙Mean: 24% In much the same way as we tried to quantify the degree of inflation within the pool segment, we also asked hot tub retailers about the average selling price of a hot tub and whether that marked an increase or not. What is the average selling price of a hot tub? ∙Mean: $4,600 ∙Median: $3,600 A Q Bil Kennedy is president of P.K. Data, an Atlanta-based market research fi rm specializing in trade and consumer surveys, competitive assessments, industry reviews and merger and acquisition advice. P.K. Data has served clients in the swimming pool and hot tub industry since 1992. The firm also provides market research counsel to The Association of Pool & Spa Professionals. P.K. Data has compiled more than 300 studies covering all aspects of the industry, including consumer activity, market development and industry statistics. 3 4 | AQ A P S P Q UA R T E R LY % who said "5", i.e. "very popular" How are your hot tub sales compared with last year?

Table of Contents Feed for the Digital Edition of APSP Quarterly - Winter 2008

APSP Quarterly - Winter 2008 Contents President's Message Guest Editorial APSP Annual Report Hot Tub Council Initiative to Speak with One Voice Suction Safety Challenging the Process Industry Update Keeping Pace: Staying on the Cutting Edge With Lifelong Learning APSP News & Resources Advertisers' Index

APSP Quarterly - Winter 2008

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