October 25, 2014

What Florida Buys — Orlando

Mike Vogel | 5/1/2003
Click here to see:What we buy in FloridaWhat we buy in South FloridaWhat we buy in Tampa/St. PetersburgWhat we buy in JacksonvilleSNAPSHOTOrlando residents:-?Buy a lot of beer and inexpensive wine.-?Like breakfast. Are trying to lose weight, but aren't heavy smokers.-?Are tan, and spend a lot on their hair.-?Use a lot of air fresheners.-?Drive domestic pickup trucks, and wash and wax them often.-?Sales of first aid treatments are big.

Heads Up
Home perm/relaxer kits: $209,419, 58% above average
Hair coloring: $4.6 million, 55% above
Hair accessories: $2.1 million, 50% above
Hair style gel/mousse: $2.8 million, 43% above
Hair conditioner: $4.7 million, 37% above
Hair spray/spritz: $2.2 million, 34% above
Shampoo: $7.9 million, 25% above
Hair growth products: $72,308, 23% below average
In the Pantry
Natural cheese:??$54.7 million, 13% above average
Lighting Up
Cigarettes: $64 million, 8% above average
Anti-smoking products: $736,682, 7% aboveIn the Glass
Beverages: Orlando wine buyers generally don't favor wines priced above $15 a bottle; they drink an above-average amount of blush or rose and tend to shy away from champagne and sparkling wines and whites.
Wine: $71.4 million, 122% above average
Spirits/liquor: $33.9 million, 95% aboveBeer/ale: $108.6 million, 51% aboveProcessed cheese:??$24.8 million, 4% above average
Hispanic cheeses:??Despite its large Hispanic population, Orlando is a below average market for Hispanic cheeses. Above average: Swiss purchases.
Peanut butter:??$7.8 million, 8% above average
Jellies/jam/honey:??$8.1 million, 15% above
Flour/meal:??Orlando's another Florida market where home baking isn't big. Flour and meal sales are 29% below average. Baking mixes, frosting and other baking items also are below average.
Sugar substitutes:??$3.3 million, 51% above average
Sugar:??$9.4 million, 9% below

Counting Calories
Weight control and nutritional liquids and powders:??$10.1 million, 68% above average
Weight control candy and tablets:??$757,175, 42% above
Cheesecakes:??$1.1 million, 42% above
Pastry/doughnuts:??$18.3 million, 29% above

Hot Commodity
Relatively speaking, Orlando is a good market for firelogs -- as are Jacksonville and Tampa Bay. Erik Gordon, a UF professor, theorizes that people in colder climates lay in a cord of wood for the winter; people in Florida just buy a carton of firelogs. Miami, with a higher proportion of its residents in condos and apartments with no fireplaces, buys firelogs at 72% below the national average.

Supermarket Shopping
Love ItPeople in Orlando buy more than the national average of:??1. Refrigerated entrees??2. Suntan products??3. Egg substitutes??4. Refrigerated baked goods??5. Wine??6. Spirits/liquor??7. Ready-to-drink tea and coffee??8. Nail cosmetics??9. Automobile waxes/polishes10. Gloves11. Rice12. Isotonics (sports drinks) 13. First aid treatment14. Weight control and nutritional liquids and powders15. Adult incontinence productsLeave ItPeople in Orlando buy less of the following:
1. Produce rinse 2. Mexican food 3. Cosmetic storage 4. Baby food 5. Frozen juices 6. Juice and drink concentrate 7. Pizza products 8. Toothbrush holders 9. Refrigerated meat/poultry products10. Flour/meal 11. Marshmallows 12. Hair growth products 13. Refrigerated dips 14. Canned juices15. Frozen dough


Less S'Mores
Brooke Bonnett, 27, mother of one, fits the profile of an Orlando grocery buyer. She likes to buy baked goods, seafood, ready-to-drink tea, fresh OJ and cheesecake. And with two cats and a dog, she loads up on pet supplies. Like other Orlando buyers, she has little desire for meat pies and marshmallows. Orlando, like most of Florida, isn't a good market for marshmallows, buying 28% below the national average.

Tried and True
BOATS
Leading the PackOrlando, 2002 (fiberglass)??1. Key West??2. Sea Ray??3. Regal??4. Bayliner??5. Godfrey??6. Tracker??7. Carolina Skiff??8. Marine Manufacturing??9. Pro-Line10. Century

"I like a big vehicle. I'm a big guy, 6-4, 250 pounds. I do a lot of camping and hauling," says Michael LaPorte, an Orlando financial adviser. One year ago, he bought a Ford F-150 pickup -- the most popular vehicle in Orange County and Florida, says AutoCountUSA, a Casselberry vehicle sales tracking firm. The truck was LaPorte's third F-150 since 1990. (He also twice purchased Ford Explorers in that run.)

Orlando-area car shoppers plan to spend an average of $22,656 on a new vehicle in the next 12 months, just $58 below the state average. The largest block of vehicle buyers in Orlando, like LaPorte, drive a domestic pickup. Orlando also is an above-average market for ownership of luxury domestic vehicles and foreign midsize and subcompact cars. Five of the top 10-selling vehicles are Fords. Orlando's new mayor, Buddy Dyer, drives a Ford Expedition.

LaPorte, 43, says his pickup days might be numbered. With his children growing, he's thinking next time he might get an SUV -- a Ford, of course.
TOP SELLERSORLANDOPickups1??Ford F-1502??Ford Ranger3??Dodge RamSUVs1??Ford Explorer2??Ford Expedition3??Honda CR-VLuxury1??Cadillac Deville
2??Lexus ES300
3??Lincoln Town CarSedans1??Honda Accord2??Toyota Camry3??Nissan AltimaSmall Cars1??Honda Civic2??Toyota Corolla3?? Ford FocusSports Cars/coupes1??Ford Mustang2?? Mitsubishi Eclipse3??BMW Z3Minivans1??Honda Odyssey2?? Ford Windstar3?? Dodge Caravan
the ROAD

Orlando rankState rank??1??Ford F-1501??2 Ford Explorer3??3 Honda Accord4??4 Honda Civic5
??5 Ford Ranger8??6 Toyota Camry3??7 Ford Expedition9??8 Nissan Altima10??9 Ford Mustang1210 Toyota Corolla611 Ford Focus2112 Hyundai Elantra2613 Ford Taurus1514 Chevy Cavalier1415 Dodge Ram 7

Tags: North Central

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