SelectUSA Consumer Goods Industry
Industry Overview
The United States is a world leader in consumer goods market research, product innovation, manufacturing, and branding and marketing. The United States also has a highly skilled workforce in the consumer products arena. In 2019, the U.S. consumer goods market (defined as consumer packaged goods) was the largest in the world, estimated at $635 billion, based on a comprehensive study conducted by Statista.
The U.S. companies that make up the consumer goods industry are as varied as the subsectors within the industry. Opportunities exist for both large and small companies across the spectrum of subsectors that make up the consumer products landscape. Because the U.S. market is broad and open, the typical U.S. consumer is receptive to both domestic and imported brands.
Industry subsectors include: appliances; toys; furniture and home furnishings; recreational boats; recreational vehicles (RVs); motorcycles; games; gifts; greeting cards; school and office products; jewelry; sporting goods; musical instruments; and processed foods and beverages, including water, juices, beer, wine, spirits, and all non-alcoholic beverages. A few of these are discussed in the next section.
This industry comprises establishments primarily engaged in the merchant wholesale distribution of sporting goods and accessories; billiard and pool supplies; sporting firearms and ammunition; and/or marine pleasure craft, equipment, and supplies. In 2017, there were 5,393 establishments in this industry. The most recent employment figures from 2020 estimate that 57,700 workers are employed in this industry.
This industry comprises establishments primarily engaged in the merchant wholesale distribution of games, toys, fireworks, playing cards, hobby goods and supplies, and/or related goods. As of 2017, there were 2,156 establishments in this industry. The most recent employment figures from 2020 estimate there are 91,800 workers employed in this industry.
Industries in the Furniture and Related Product Manufacturing subsector make furniture and related articles, such as mattresses, window blinds, cabinets, and fixtures. The processes used in the manufacture of furniture include the cutting, bending, molding, laminating, and assembly of such materials as wood, metal, glass, plastics, and rattan. However, the production process for furniture is not solely bending metal, cutting and shaping wood, or extruding and molding plastics. Design and fashion trends play an important part in the production of furniture. The integrated design of the article for both esthetic and functional qualities is also a major part of the process of manufacturing furniture. Design services may be performed by the furniture establishment’s work force or may be purchased from industrial designers. Furniture may be made of any material, but the most common ones used in North America are metal and wood.
There were 14,429 establishments in this industry in 2017. The total foreign direct investment in 2019 was $2 billion and supported 12,300 jobs or 3 percent of total employment in the industry in 2018. In 2019, 387,810 workers were employed in this industry in a variety of occupations. The most common occupations are production occupations. There were 242,470 workers employed in these occupations making an average annual wage of $36,300 in 2019. Within these occupations, 101,470 workers were employed as woodworkers, specifically, making an average annual wage of $35,910. Additionally, 52,240 workers were employed as assemblers and fabricators earning an average annual wage of $32,580.
This industry group comprises establishments primarily engaged in manufacturing soft drinks and ice; purifying and bottling water; and manufacturing brewery, winery, and distillery products. As of 2017, there were 9,036 establishments in this industry. Foreign direct investment supported 77,500 jobs or about 29 percent of total employment in this industry in 2018. Foreign direct investment totaled $6.9 billion in the beer, wine and distilled beverage industry in 2019. In that same year, 271,490 workers were employed in this industry. The most common occupations were production occupations which were comprised of 71,490 workers making an average annual wage of $44,170 in 2019. Within these occupations, 28,940 workers were employed as packing and fill machine operators and tenders earning an average annual wage of $39,320. The second most common occupations in 2019 were sales and related occupations with 41,730 workers employed earning an average annual wage of $45,020. The third most common occupations were transportation and material moving occupations which comprised of 41,180 workers earning an average annual wage of $39,490.
Explore the impact of foreign direct investment on U.S. jobs, exports, and innovation in the consumer goods industry.
The Investor Guide is a high-level view of everything from taxes to immigration and workforce to business structures.
SelectUSA has created several dashboards to help analyze key FDI data from a variety of sources.
