Table of Contents
Scope and Themes
- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
- Key drivers
- Outdoor living trends and outdoor rooms
- Home sales and renovations
- Imports comprise ever growing market share
- The Internet plays a growing role
- Environmental concerns and green trends
- Market size and trends: strong sales in 2006, outdoor rooms comprise major
trend
- Segmentation by material and product type
- Supply structure fragmented with strongest growth seen among companies
dedicated to imports
- Advertising and marketing tactics include heavy use of print media,
growing use of the Internet and catalogs
- Mass merchandisers are dominant retail channel, while traditional and
smaller retailers lose market share
- Consumer research:
- Purchasing across most age groups, with income, home ownership,
- home buying and renovation activity as drivers
- Attitudes and priorities is seeking outdoor furniture
- Product selection and retail channels
- Future trends:
- Outdoor living as key driver with home sales, demographic factors and
green trends also shaping market
- Key demographic shifts: aging Baby Boomers and young, multi-ethnic
consumers
Market Drivers
- Outdoor living trends and the development of outdoor spaces
- Overview
- Outdoor heating
- Outdoor fans
- Grills and smokers
- Other outdoor products
- Home and garden programs and magazines spur interest in outdoor living
- Higher interest rates and slowing home sales put downward pressure on
outdoor furniture sales
- Figure 1: Interest rates for 15-year fixed rate mortgages, annual
average, 2001-06
- Figure 2: Sales of new homes, 2001-06
- Figure 3: Sales of existing homes, 2001-06
- Additions of porches, patios and other outdoor renovations
- Figure 4: Expenditures for residential repairs and maintenance, and
improvements, 2001-06
- Upper income consumers fuel demand for luxury products, outdoor rooms and
specialized retailers
- The Internet assumes a growing role
- Figure 5: Total high-speed Internet penetration, 2002-07, March 2007
- Green living trends and demand for environmentally friendly products
- Influx of cheap imports affects suppliers and underpins growth in
specialty chains and mass merchandisers
- Figure 6: Total U.S. imports of indoor and outdoor furniture, at current
and constant prices, 2001-06
- Figure 7: Exports from China to the United States of outdoor furniture,
1992- 2012
Market Size and Trends
- Market size
- Figure 8: Total U.S. retail sales of outdoor furniture, at current and
constant prices, 2001-06
- Market trends
- Creating more personal, luxurious spaces and outdoor rooms
- Heating and grilling products underpin more elaborate outdoor kitchens and
year-round use of space
- Specialized, stylish lighting enhances year-round outdoor living
Market Segmentation
- Overview
- Outdoor furniture segmented by material
- Figure 9: Sales of outdoor furniture, segmented by material, 2004 and
2006
- Metal
- Plastic
- Wicker
- Wood
- Umbrellas
- Casual furniture segmented by product type
- Figure 10: Type of outdoor furniture purchased, March 2007
- Seating products
- Tables
- Other products
- Supply Structure
- Figure 11: Estimated manufacturer sales of outdoor furniture to
retailers in the U.S., 2004 and 2006
- Companies and brands
- Agio (Shianco)
- Brown Jordan International Inc.
- Laneventure (Lane Furniture, Furniture Brands International)
- Tropitone
- Keter Group (Resin Partners, Inc., US Leisure,)
- Meadowcraft Incorporated
- Vassallo Industries (Syroco)
- Hanamint
- Grossfilex Sarl (French company)
- Profiles: Medium-sized suppliers
- Ethan Allen
- Flanders Industries (Lloyd/ Flanders)
- Homecrest Industries Incorporated
Advertising and Promotion
- Advertising and marketing strategies
- Print media heavily used to promote brands and introduce collections
- Online advertising and highly developed websites evermore prevalent
- Promoting products through home and garden TV shows
- Licensing and celebrity images help define some brands
- Suppliers work with retailers to coordinate in store marketing efforts
- Retailers: National advertising and in store marketing
- Figure 12: Advertising spending in 28 measured media by key outdoor
furniture retailers, 2004 and 2005
- Advertising campaigns of selected suppliers
- Agio
- Brown Jordan
- Laneventure
- Lloyd/Flanders
- Ethan Allen
Retail Distribution
- Introduction
- Figure 13: U.S. retail sales of outdoor furniture, by channel, 2004 and
2006
- Mass merchandisers and department stores
- Wal-Mart
- Target
- Sears Holding (Kmart/Sears)
- Discount warehouse clubs
- Costco
- Sam' s Club
- BJ' s Wholesale
- Home centers
- Home Depot
- Lowe' s
- Specialty furniture retailers
- National chains of specialty import stores
- Pier 1 Imports
- Ikea
- Williams-Sonoma (Pottery Barn)
- Crate & Barrel
- The Bombay Company
- Cost Plus World Market
- Independently-owned specialty casual furniture retailers and outdoor
living retailers
- Smith & Hawken
- Conventional furniture stores
- Other channels
- Hardware stores
- Supermarkets and drug stores
The Consumer-Outdoor Furniture Ownership
- Introduction
- Summary
- Outdoor living spaces and furniture
- Outdoor furniture ownership and purchase behavior
- Life events and the outdoor furniture purchases
- Amount spent on outdoor furniture
- Outdoor living areas and outdoor furniture ownership
- Outdoor living spaces
- Figure 14: Type of outdoor living space owned, March 2007
- Outdoor furniture ownership
- Figure 15: Ownership of outdoor furniture, March 2007
- Correlation between outdoor furniture ownership and outdoor living spaces
- Figure 16: Ownership of outdoor furniture by types of outdoor living
space owned, March 2007
- Outdoor furniture purchases in the past 24 months and past 12 months
- Incidence of purchase
- Figure 17: Purchase of outdoor furniture in the past 24 months by those
who own any outdoor furniture, March 2007
- Figure 18: Purchased outdoor furniture in the past 12 months,
January-October 2006
- Home ownership and the effect on outdoor furniture purchase
- Figure 19: Purchased outdoor furniture in the past 12 months,
cross-tabulated by type of residence and land ownership, January-October 2006
- Home improvements and the effect on outdoor furniture purchase
- Figure 20: Purchased outdoor furniture in the past 12 months,
cross-tabulated by type of home improvement undertaken or outdoor grill
purchased in the past 12 months, January-October 2006
- Life events and the effect on outdoor furniture purchase
- Figure 21: Purchased outdoor furniture in the past 12 months,
cross-tabulated by life event,
- Amount spent on outdoor furniture in the past 12 months
- Figure 22: Mean amount spent on outdoor furniture in the last 12 months,
January-October 2006
- Products purchased in the past 24 months
- Figure 23: Type of outdoor furniture purchased in past 24 months, March
2007
- Figure 24: Type of outdoor furniture purchased in the past 24 months, by
age, March 2007
- Figure 25: Type of outdoor furniture purchased in the past 24 months, by
household income, March 2007
- Figure 26: Type of outdoor furniture purchased in the past 24 months, by
region, March 2007
- Figure 27: Is outdoor furniture typically enclosed or exposed to the
elements? March 2007
The Consumer-Attitudes, Priorities and Purchase Decisions
- Summary
- Furnishing outdoor living spaces
- Outdoor furniture purchase barriers
- Outdoor furniture preferences and considerations
- Preferred retail outlets
- Reasons for purchasing outdoor furniture
- Figure 28: Reason for purchasing outdoor furniture, by age, March 2007
- Figure 29: Reason for purchasing outdoor furniture, by household income,
March 2007
- Figure 30: Reason for purchasing outdoor furniture, by region, March 2007
- Purchase as a set or individual pieces
- Figure 31: Purchasing by set or individual piece, by race/Hispanic
origin, March 2007
- Reasons for not purchasing outdoor furniture
- Figure 32: Reasons for not purchasing outdoor furniture, by age, March
2007
- Figure 33: Reasons for not purchasing outdoor furniture, by household
income, March 2007
- Preferences and considerations when purchasing outdoor furniture
- Figure 34: Factors considered very or somewhat important when selecting
outdoor furniture, March 2007
- Figure 35: Factors considered very important when selecting outdoor
furniture, by gender, March 2007
- Figure 36: Factors considered very important when selecting outdoor
furniture, by age, March 2007
- Figure 37: Factors considered very important when selecting outdoor
furniture, by household income,
- Figure 38: Factors considered very important when selecting outdoor
furniture, by region, March 2007
- Retail outlets where outdoor furniture was purchased
- Figure 39: Retail outlet used for purchasing outdoor furniture in the
past 24 months, by age, March 2007
- Figure 40: Retail outlet used for purchasing outdoor furniture in the
past 24 months, by household income, March 2007
- Figure 41: Retail outlet used for purchasing outdoor furniture in the
past 24 months, by region, March 2007
Future and Forecast
- Future trends
- Interest in the home and outdoor living trends should remain a positive
driver
- Slower home sales may nonetheless place downward pressure on sales
- The impact of projected demographic change
- Figure 42: Population by age, 2002-12
- Aging Baby Boomers and young multi-ethnic buyers will be key consumer
groups
- Aging Baby Boomers
- Young multi-ethnic growth
- Figure 43: Population by race and Hispanic origin, 2002-12
- Imports have already changed the supply and retail structure, and continue
to play crucial role
- Expansion of environmentally friendly products and practices
- Market forecast
- Outdoor furniture
- Figure 44: Forecast of total U.S. sales of outdoor furniture, at current
and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
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