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Casual Outdoor Furniture Market
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Jan 1, 1996
239 Pages - Pub ID: LA398
Attention: There is an updated edition available for this report.
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- The Products
Scope of Report
- Five Product Categories
- Products Not Covered
Product Types and Forms
- Three Types of Product
- Seating Products: Five Forms
- Chairs
- Love Seats and Settees
- Other Seating Products: Benches, Stools, and Ottomans
- Cushions
- Tables
- Umbrellas
Product Materials
- Four Major Types: Metal, Plastic, Rattan/Wicker, Wood
- Metal: Two Major Segments
- Plastic: Two Major Segments
- Rattan/Wicker
- Wood
- Two Distribution Classes: Mass and Specialty
- The Market
- [Graphic] U.S. Manufacturers' Shipments of Casual Outdoor
Furniture by Material, 1991-1995 (dollars): Metal, Reed/Rattan,
Wood, Plastic
U.S. Manufacturer Shipments
- Introductory Note
- Manufacturers' Shipments Estimated to Top $1 Billion in 1995
- Metal Experiences Gains
- Reed/Rattan Increases by 18%
- Wood's Growth Rate Even Slower
- Plastic Growing at a Brisk Pace
[Table] U.S. Manufacturers' Shipments of Casual Outdoor
Furniture by Material, 1991-1995 (dollars): Metal, Reed/Rattan,
Wood, Plastic
- Historical Perspective: U.S. Manufacturers' Shipments
from 1972-1992
- [Table] U.S. Manufacturers' Shipments of Casual
Outdoor Furniture, 1977-1992 (dollars)
- Imports May Negatively Affect Domestic Production
- [Graphic] Estimated U.S. Retail Sales and Growth of Casual
Outdoor Furniture by Category, 1991-1995 (dollars):
Metal, Plastic, Wicker/Rattan, Wood, Umbrellas
Market Size and Growth
- Retail Sales Difficult to Quantify
- Methodology Used to Determine Market Size
- Retail Market Reaches $1.4 Billion in 1995
- An Impressive Growth Rate
- Gradual Refocus of Market Between 1991 and 1995
- Metal Gains at Healthy Pace
- Plastic Casual Outdoor Furniture Increases 10.7% in 1995
- Wicker/Rattan Experiencing Slower Growth
- Wood a Slow Performer
- Umbrellas Are Stellar Performers
- [Table] Estimated U.S. Retail Sales and Growth of Casual
Outdoor Furniture by Category, 1991-1995 (dollars):
Metal, Plastic, Wicker/Rattan, Wood, Umbrellas
Market Composition
- Share of U.S. Manufacturers' Sales by Material: Metal Gains
- at Expense of Other Categories
- [Table] Share of U.S. Manufacturers' Shipments of Casual
Outdoor Furniture by Material, 1991-1995 (percent):
Metal, Reed/Rattan, Wood, Plastic
- Share of U.S. Manufacturers' Sales by Material Segment:
- Tubular Aluminum the Largest
- Share of Manufacturers' Sales by Product Form:
- Seating Products Lead
- Share of Retail Sales by Category: Metal Leads But Losing Share
- [Table] Share of U.S. Casual Outdoor Furniture Sales
by Category, 1991-1995 (percent): Metal, Plastic,
Wicker/Rattan, Wood, Umbrellas
- Share of Retail Sales by Distribution Outlet: Mass-Market
- versus Specialty
- [Graphic] Estimated Share of Retail Sales by Outlet Type, 1995
(percent): Mass-Market, Specialty, Other
- Share of Plastic Furniture Sales by Retail Outlet
- Average Annual Expenditures
- Sales by Region
- [Table] Regionality of Purchase of Lawn and Porch Furniture, 1994
(percent and index): Northeast, South, Midwest, West
- Sales by Season
Factors in Market Growth
- The Primary Factor: Americans Spending More Time at Home
- U.S. Economy Is Second Major Factor
- Household Spending on Furniture: Casual Outdoor
- Furniture Pegged as Area with Most Growth Potential
- Increase in Housing Starts Fosters Outdoor Furniture Purchases
- [Table] U.S. Private Housing Starts, 1988-1994 (units)
Housing Resales Have a Similar Effect
- Staying in the Same Home and Adding On
- Housing Starts a Major Force When Tied to Gardening,
- and Gardening a Boon for Outdoor Furniture
- Continued Growth in Sunbelt Population Favorable
- for Outdoor Living
- Number of Households Increasing
- More Householders Age 35-44
- Aging Americans Also a Plus as Key Spending Groups Expand
- Today's Sophisticated Aging Baby Boomers Interested
- in Investment Outdoor Furniture
- Eclectic Home Decorating Schemes Include
- Casual Outdoor Furniture
- "Afterlife" Adds Value to Outdoor Furniture Used Indoors
- Innovations Make for More Attractive, Durable
- and Comfortable Products
- Marketers Aggressively Promoting the Category
- Mining the Casual Segment of Furniture Sales
- Product Versatility and Durability Represent Added Value
- The Ubiquitous Tubular Aluminum Chair
- Sustains Metal's Growth
- Low- to Mid-Priced Resin Bringing in Consumers
- Resin Products Migrating to New Indoor Settings
- But Rising Resin Costs May Eventually Pinch Consumers' Purses
- Wicker/Rattan Gaining from Home Decorating Trends
- Traditional Wicker Facing Competition from Resin
- Wicker-Weave
- Environmental Concerns May Affect Wood Furniture Sales
- Wood Furniture Experiencing Competition from
- Home Building Endeavors...
- ...And from Other Products
- Umbrella Sales Benefit from Skin Cancer Concerns
- Advances in Umbrella Style and Construction
- Retailers Placing Greater Emphasis on
- Presentation and Promotion
- Weather Influences Sales
- [Graphic] Projected U.S. Retail Sales of Casual Outdoor
Furniture by Category, 1996-2000 (dollars):
Metal, Plastic, Wicker/Rattan, Wood, Umbrellas
Projected Market Growth
- Sales to Reach $2.1 Billion by 2000
- Metal Products to Experience Healthy Growth
- Plastic Furniture to Outpace Other Material Categories
- Wicker/Rattan Will Post Slower Growth Rate
- Wood Will Experience Slower Growth
- [Table] Projected U.S. Retail Sales of Casual Outdoor
Furniture by Category, 1996-2000 (dollars):
Metal, Plastic, Wicker/Rattan, Wood, Umbrellas
- Umbrellas Will Increase by 46%
- The Marketers
Industry Structure
- Hundreds of Marketers
- Four Types of Marketers
- Diverse Companies Make Up the Mix
- Regional and Niche Marketers a Vital Force
- Most Major Players Offer a Range of Products in More
- Than One Material Segment
- Leading Mass Marketers
- Leading Specialty Causal Furniture Marketers
- Leading Specialty Retailers and Direct Marketers
- [Chart] Selected Marketers of Casual Outdoor Furniture
Competitive Situation
- Market Competitive and Concentrated, with 20 Companies
- Heading the Helm
- Mass Historically a Commodity Market
- Leading Specialty Marketers Exercise Control
- High Capital Investment Requirements Make It Difficult
- For Small Players to Enter Field
- Industry Undergoing Transformation
- Changing Consumer Attitudes Boost Market in the 1980s
- Technological Advancements Give Old Products New Appeal
- Influx of Imports Intensifies
- Companies in Related Industries Entering the Field
- Private Labels Enter the Fray
- Recession's Effects on Furniture Industry
- Mass Marketers Use Mergers and Acquisitions
- to Strengthen Positions
- Situation for Specialty Marketers Is Lean and Mean
- But Several Specialty Marketers Are Thriving
- Mass-Oriented Companies Moving into Specialty Arena
- More Mass in Class May Cut into Specialty Sales
- Cross-Category Competition on the Rise
- A Need for Fresh Looks...
- ...But Market Not Ruled by Fashion Trends
- Product Depth and Selection Ensures Market Share
- Combining Appeals Is New Market Impetus
- Emphasizing Year-Round Use Inside and Out Benefits
- Specialty Marketers
- Price Competition Between the Classes
- Some Synergy Between Mass and Class
- Branding as a Strategy
- Trade Promotions Imperative
- Trade Shows an Emerging Battleground
- New Demands May Force a Shake-Out
- Price/Value Still at Heart of Competition in 1990s
Competitive Profiles:
Mass-Market Casual Outdoor Furniture Marketers
- Sunbeam-Oster Company, Inc.
- Syroco, Inc.
- Grosfillex, Inc.
- Resin Partners, Inc./US Leisure (The Keter Group)
- Allibert, Inc. (USA)
- Bemis Manufacturing Company, Inc.
- Barlow Tyrie, Inc.
Competitive Profiles:
Specialty Casual Outdoor Furniture Marketers
- Brown Jordan Company, Inc.
- Lineal Group, Inc.
- WinsLoew Furniture, Inc./Winston Furniture Company
- Lloyd/Flanders Industries, Inc.
- Telescope Casual Furniture, Inc.
- Tropitone Furniture Company, Inc.
- The Veneman Collection
- Kingsley-Bate, Ltd.
- Crown Leisure Products, Inc.
- Lane Venture (Lane Company, Inc.)
- Cane and Reed Imports, Inc.
Marketing Trends
- Innovation and Diversification Are Name of the Game
- Marketers Emphasizing Quality, Fashion, and Durability
- Mass-Oriented Marketers Target First-Time Buyers
- Catering to Specific Consumer Tastes Is Key Appeal
- in Specialty Market
- Segmentation by Consumer Group
- Segmentation Based on Lifestyle Positioning
- Promoting "Casual" for Inside and Out
- Offering Full Product Lines to Increase Add-On Sales
- Positioning Products for Year-Round Use
- Wooing the Contract Market
- Expanding Distribution a Cautious Endeavor
- Working with Retailers
- Targeting the Interior Design Industry
- Specialty Marketers Prefer Exclusivity
- Resin Marketers Incorporating ASTM Safety Standards
New Product Trends
- A Plethora of Styles for a Spectrum of Tastes
- Playing Off Environmental Awareness
- Careful Attention to Frame Construction...
- ...And Frame Detail
- State-of-the-Art Frame Finishes
- Expanding the Color Palette
- Mixing and Matching Component Materials
- An Expanding Array of Seating Fabrics
- The Upholstered Look
- Wider Seats
- Sling Seating Is Back and Stronger Than Ever
- Convenience-Oriented Products
- Novelty Seating Products
- Larger Dining Tables Gaining in Popularity
- Downsizing Tables and Chairs
- All-Weather Wicker versus Natural Wicker
- Cast Aluminum a Growing Segment
- Many Wood Styles Remain Faithful to Predecessors
- The New Generation of Umbrellas: Cinzano-Sized
- Look-alikes Reign Supreme
- Accessories Are In
- New Products Represent Wide Array of Companies
- But Small Portion of Activity
- [Chart] Selected New Product Introductions, 1994-1995
Consumer Advertising and Promotions
- Less Than $1 Million Devoted to Consumer Advertising
- Many Furniture Marketers Do Not Break Out Casual
- Outdoor Furniture Expenditures
- Promotional Expenditures Unmeasured
- Six Companies Account for Measured Expenditures
- [Table] Share of Casual Outdoor Furniture
Advertising by Company, 1994 (percent)
- Ladd Furniture and Sunbeam-Oster Account for
- Over Two-Thirds of Total Spending
- Syratech Ranks a Distant Third
- Wicker Works, Woodard, and Ficks Reed Spend Far Less
- [Table] Measured Advertising Expenditures for
- Casual Outdoor Furniture, 1993-1994 (dollars)
- Nearly Nine-Tenths of Spending Goes to Magazines
- Consumer Advertising Positioning: The Best Seat
- Outside the House
- Consumer Promotions
- Examples of Consumer Advertising
Trade Advertising and Promotion
- Trade Advertising
- Trade Shows Important for Showcasing Wares
- Growing Number of Marketers Offer In-Store
- Display Assistance
- Co-op Advertising Used by Some Marketers
- Examples of Trade Advertising
- Distribution And Retail
Distribution
- Most Sales Are Direct
- Wholesalers Used by Smaller Marketers and Retailers
- Direct to Consumers
Retail Outlets
- Two Types of Outlets
- Mass-Market Outlets
- Specialty Outlets
- Alternative Outlets
At The Retail Level: Mass-Market Outlets
- Chain Discounters and Mass Merchandisers the Leading Outlets
- Leading Mass-Market Outlets
- Retailers Emphasize Value-Pricing and One-Stop Shopping
- Location and Display
- Average Space Allotted
- Assortment
- Brands Carried
- Margins
- Discounters Enlarge and Improve Casual Outdoor
- Furniture Departments
- Target Takes Aim at Outdoor Furniture
- Sears Takes an Aggressive Approach to Merchandising
- Price Varies, Depending on Material and Product
- Still a Seasonal Business
- Retailers Optimistic about Casual Outdoor Furniture...
- ...But Still Cautious about Extending the Selling Season
- Advertising and Promotion
- Examples of Promotions
At The Retail Level: Specialty Outlets
- Specialty Outlets Claim Over Two-Fifths of Sales
- Specialty Casual Furniture Stores Offer Wide Product
- Assortment and Customized Service
- Patio and Pool Stores Reap Benefits of Increased Interest
- in Casual Outdoor Furniture
- Leading Specialty Casual Outdoor Furniture Retailers
- General Household Furniture Stores Slower to Rally
- Average Space Allotted
- Assortment
- Brands Carried
- Margins
- Location and Display a Function of Selling
- Main Strategies: Select In-Store Offerings But Limitless
- Custom-Order Opportunities
- Other Merchandising Strategies
- Pricing Depends on Outlet, Material, and Product
- Resin Pricing
- Other Material Pricing Structures
- Seasonal Business Depends on Location and Store's Focus
- Specialty Retailers Focused on Service and Quality
- Advertising and Promotion
- Examples of Promotions
- The Consumer
The Consumer
- One in Twenty Adults Purchases Lawn and Porch Furniture
- Women Purchasers Outnumber Men
- Income, Occupation, and Education Are Important
- Markers for Purchase
- Household Income the Driving Force
- Index Data Supports Income Skew
- [Table] Purchase of Lawn and Porch Furniture by Household
Income, 1994 (percent and index): U.S. Adults and
Product Purchasers
- Purchasing Skews to Professionals
- Purchase of Lawn and Porch Furniture by Occupation, 1994
- (percent and index): U.S. Adults and Product Purchasers
- Purchasing Skews to College Graduates
- [Table] Purchase of Lawn and Porch Furniture by Level
of Education, 1994 (percent and index): U.S. Adults and
Product Purchasers
- Children in Household Also Signifies Likelihood of Purchase
- Region and Age of Principal Shopper Also Significant
- Markers for Purchase
- Approximately Two-Thirds of Purchasers Spend $149 or Less
- [Table] Purchase of Lawn and Porch Furniture by Amount Spent,
1994 (percent and index): U.S. Adults and Product Purchasers
- Likelihood of Purchase Among Adults Who Spend $50 or More
- [Chart] Demographic Characteristics Favoring Purchase of
Lawn and Porch Furniture in Last 12 Months, 1994:
- All Purchasers, Those Spending $50 or More
- "Resisters" to Purchase
Appendix I: Examples Of Consumer And Trade
Advertising And Promotions
Appendix Ii: Addresses Of Selected Marketers
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