About this report
Retail sales of casual and outdoor furniture will reach over $4.8 billion in 2005, thanks to strong home sales, home renovation and interest in outdoor living. Innovation in style, design, fabrics and materials has expanded the selection across all price points. However, competition from imports has limited profit margins for domestic manufacturers, and prompted many to shift production overseas or establish partnerships with Asian companies.
In this report, Mintel clearly identifies the principal external factors driving or curtailing growth in the outdoor and casual furniture market. As a purchase related to the home, broader economic factors such as economic prosperity, home ownership and home sales are underlying drivers for casual furniture. Discretionary income, shifting demographics, trends in home improvement and the influx of cheaper imported furniture have all shaped the casual and outdoor furniture market.
Exclusive consumer research reveals the attitudes, needs and behavior of outdoor and casual furniture consumers, with analysis broken down by demographic characteristics. Six years of specific sales data provides a factual and impartial presentation of the market as a whole. Mintel also evaluates the performance of individual sectors in the market, both by material (metal, plastic, wicker, wood) and product type (seating, tables, umbrellas and other products). Mintel also provides details of major companies and brands in the casual and outdoor furniture market.
Mintel uses the SPSS forecasting package to create a five-year forecast of U.S. retail sales in the casual and outdoor furniture market, revealing potential opportunities for growth and product development. Continued sales growth will come largely from homeowners replacing old furniture or upgrading to more stylish products, especially in the process of renovating their home and outdoor living spaces. From 2006 to 2010, sales growth will be propelled by aging baby boomers, who will upgrade to higher-end products, and young, ethnically diverse homeowners, who will seek stylish, but inexpensive products. Mintel predicts moderate but steady through 2010.
This report includes all furniture designed and marketed for outdoor use in the porch, patio, poolside or garden area of the home. It also includes furniture designed for beach going, camping and other recreational activities. Furniture may be made of metal, plastic, rattan-/wicker and wood and includes products such as seating products (chairs, love seats, settees, stools, ottomans, benches and lounge chairs), tables, cushions and umbrellas.
The report includes only that furniture intended for consumer use. Not included are indoor furniture or furniture for commercial or institutional use. The market also excludes other home appliances and decor, including carpets, drapes, accents and built-ins. Electrical goods such as lamps as well as minor furnishings such as jewelry boxes are also excluded.
Table of Contents
- Introduction and Abbreviations
- Introduction
- Other relevant reports
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Rise in home ownership drives sales
- Discretionary income peaks for Baby Boomers
- Average home size grows: Consumers need more furniture
- Stylish casual furniture is most popular
- Changing household profiles define consumer needs
- Imports reshape market for suppliers and retailers
- Casual furniture shows minimal growth, domestic manufacturesshare falls
- Metal casual furniture is the largest segment, wicker products showthe strongest growth
- Supply structure is highly fragmented
- Advertising: Brand promotion and in-store marketing efforts
- Mass merchandisers dominate the retail market
- Consumer research findings
- Family-oriented demographic groups and home-related factors drivecasual furniture consumption
- Mass merchandisers and home centers are dominant channels
- Attitudes towards furniture and furniture buying
- Renovation will continue to drive sales
- Younger, ethnically diverse consumers will seek stylish furniture
- Younger Baby Boomers drive growth for high-end furniture
- Imports affect future prices, quality and retailing of casualfurniture
- Market Forecast
- Market Drivers
- Introduction
- Housing sales grow casual furniture market
- Figure 1: Sales of new and existing homes,1994-2005
- Lifestages and discretionary income
- Figure 2: Households with discretionaryincome, by age of householder, 2000
- Larger homes and yard spaces create a need for more furniture
- Figure 3: Increases in home size,1950-2000
- Low interest rates spur home sales and home investment
- Figure 4: Share of refinancing homeownersspending money on home improvements, 2004
- Growth of DIY programs and magazines
- Trend toward outdoor living, grilling and expansion of "outdoorrooms"
- Figure 5: Total U.S. sales of lawn andgarden products and services, at current and constant prices, 2000-05
- Demographic change and trends
- Figure 6: U.S. population, by generation,2004 and 2010
- Figure 7: Household income distribution,by age of head of household, 2003
- Generation XBaby BoomersChanges in home ownership profile
- Figure 8: Incidence of home ownership, byage and race/ethnicity, 1993-2003
- Market Size and Trends
- Retail sales
- Figure 9: Total U.S. retail sales ofcasual furniture, at current and constant prices, 2000-05
- Figure 10: Total U.S. retail sales of alltypes of furniture, both indoor and outdoor, at current and constantprices, 2000-05
- Manufacturer shipments
- Figure 11: Total U.S. manufacturer salesof casual furniture, at current and constant prices, 2000-05
- Market Segmentation
- Introduction
- Casual furniture segmented by material
- Figure 12: Sales of casual furnituremarket, segmented by material, 2003 and 2005
- Metal
- Plastic
- Wicker
- Wood
- Umbrellas
- Casual furniture segmented by product type
- Seating products
- Tables
- Other products
- Supply Structure
- Introduction
- Foreign trade
- Figure 13: Imports of household metalfurniture, 2002 and 2004*
- Companies
- Figure 14: Leading manufacturer sales ofcasual furniture in the U.S., 2004
- Company profiles
- Brown Jordan International Inc.
- Agio
- Keter Group (Resin Partners, Inc./U.S. Leisure)
- Meadowcraft Incorporated
- Grossfillex
- Profiles: Medium-sized suppliers
- Bemis
- Ethan Allen
- Homecrest Industries Incorporated
- Tropitone
- Vassallo Industries (Syroco)
- Advertising and Promotion
- Advertising and marketing strategies
- Print advertising campaigns central to brand promotion
- Licensing
- Suppliers appeal to retailers and support their marketing efforts
- Retailers: National advertising and in-store marketing
- Figure 15: Advertising expenditures ofmass merchandisers, home centers and furniture retailers with casualfurniture offerings in the U.S., 2003
- Advertising campaigns of selected suppliers
- Barlow Tyrie
- Brown Jordan
- Emu
- Gloster
- Laneventure
- Lloyd/Flanders
- Summer Classics
- Retail Distribution
- Introduction
- Figure 16: U.S. retail sales of casualfurniture, by channel, 2002 and 2004
- The expanding reach of mass merchandisers and home centers
- Figure 17: Total U.S. retail home channelsales, at current and constant prices, 2000-05
- Mass merchandisers
- Figure 18: Top mass merchandiser operatingstatistics, latest fiscal year-end
- Wal-Mart
- Target
- Kmart and Sears
- Figure 20: Sears, by sales, financialyears ending 2002 and 2003
- Discount Warehouse Clubs
- BJs Wholesale
- Costco
- SAMS CLUB
- Home improvement centers
- Figure 21: Top home improvement centersoperating statistics, latest fiscal year-end
- Home Depot
- Lowes
- Specialty furniture retailers
- National chains of specialty import stores
- Figure 22: Top six speciality furniutrestores, by sales, financial years ending 2003 and 2004
- Pier 1 Imports
- IKEA
- Pottery Barn (Williams-Sonoma)
- Crate and Barrel
- The Bombay Company
- Cost Plus World Market
- Independently owned specialty casual furniture retailers and outdoorliving retailers
- Conventional furniture stores
- Ethan Allen
- Other Channels
- The Consumer
- Introduction
- Home ownership
- Figure 23: Home ownership, by keydemographic variables, January-September 2004
- Outdoor furniture purchased in preceding 24 months
- Figure 24: Purchased outdoor furniture inthe last 24 months, by key demographics, August 2005
- Figure 25: Purchased outdoor furniture inthe last 24 months, by key demographics, August 2005
- Where consumers are buying casual furniture
- Figure 26: Source of casual furniturepurchased, August 2005
- Figure 27: Source of casual furniturepurchased, by gender, August 2005
- Figure 28: Source of casual furniturepurchased, by age, August 2005
- Figure 29: Source of casual furniturepurchased, by household income, August 2005
- Figure 30: Source of casual furniturepurchased, by marital status and children in household, August 2005
- Figure 31: Source of casual furniturepurchased, by region, August 2005
- Figure 32: Source of casual furniturepurchased, by type of area, August 2005
- Motives and factors related to purchasing outdoor and casualfurniture
- Figure 33: Motives for purchasing outdoorfurniture, August 2005
- Figure 34: Motives for purchasing outdoorfurniture, by gender, August 2005
- Figure 35: Motives for purchasing outdoorfurniture, by age, August 2005
- Figure 36: Motives for purchasing outdoorfurniture, by marital status and children in household, August 2005
- Figure 37: Motives for purchasing outdoorfurniture, by region, August 2005
- Qualities and materials prioritized by consumers purchasing outdoorfurniture
- Figure 38: Factors considered whenpurchasing outdoor furniture, August 2005
- Figure 39: Factors considered whenpurchasing outdoor furniture, by gender, August 2005
- Figure 40: Factors considered whenpurchasing outdoor furniture, by age, August 2005
- Figure 41: Factors considered whenpurchasing outdoor furniture, by marital status and children inhousehold, August 2005
- Figure 42: Factors considered whenpurchasing outdoor furniture, by household income, August 2005
- Figure 43: Factors considered whenpurchasing outdoor furniture, by region, August 2005
- Figure 44: Factors considered whenpurchasing outdoor furniture, by area, August 2005
- Summary of findings and conclusions
- Purchasing of furniture: Overall demographic drivers
- Patterns and motives for purchasing furniture
- Priorities when selecting furniture
- Retail channels
- These data suggest the following conclusions and actionable points
- Future and Forecast
- Future trends
- Home ownership and outdoor living trends will drive sales
- Higher interest rates and slower home sales may dampen sales
- Demographic changes shape future consumer base
- Influx of cheap imports and growth in specialty chains and massmerchandisers will continue to shape market
- Trends and innovation in style, material and design
- Market forecast
- Casual and outdoor furniture
- Figure 45: Forecast of total U.S. retailsales of casual and outdoor furniture, at current and constant prices,2005-10
- Forecast factors
- Appendix: Trade Associations
- Appendix: Research Methodology
- Consumer Research
- Greenfield Online
- Presentation & Definitions
- ICR Surveys EXCEL
- Simmons National Consumer Surveys
- Technometrica TechnoExpresssm
- Further Analysis
- Trade Research
- Informal trade research
- Formal trade research
- Desk & Internet Research
- Sources
- Definitions
- Forecasts
- Appendix: What is Mintel?
- Mintel Group
- Mintel Reports
- Mintel Premier
- Mintel GNPD
- Mintel Menu Insights
- Mintel Comperemedia
- Mintel Custom Solutions
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