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SUMMARY
This report explores the outdoor furniture market, discussing how the trend
toward outdoor living has helped drive the market. The most important trends
are elaborate lighting, more comfortable seating, fire-pits and luxurious new
materials.
Other drivers include housing sales, outdoor renovation, demographic changes,
the Internet and environmental concerns. The outdoor furniture market has also
been profoundly affected by the significant growth of imported products. The
impact of this trend on product selection, supply structure and retailers is
thoroughly explored.
The consumer section of this report examines ownership, purchasing levels,
attitudes and retail preferences of outdoor furniture consumers. In
particular, it offers insights into the preferences and habits of major
consumer groups, including Baby Boomers, younger consumers and Hispanics.
Regional differences in outdoor furniture purchasing are also explored.
The outdoor furniture market embraces a range of products that can be
segmented on the basis of material or product type. The strong growth of
wicker and metal segments from 2004-06 is examined, together with major
product trends and innovations. Other trends affecting outdoor furniture
products include the use of new, more weather-resistant fabrics and
integration of more environmentally sensitive production practices. Trends in
style, color and products for 2006-07 are also examined.
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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