• Scope and Methodology
  • Scope of Report
  • Report Methodology
• The Products
  • Scope of Report
  • Dinnerware
  • Glassware
  • Flatware
  • Classification by Department and Price
  • Dinnerware and Flatware Sold as Place Settings, Sets, or Open Stock
  • Glassware Sold as Suites, Sets, or Open Stock
• The Market
  • Retail Sales Top $3.8 Billion in 1999
  • Projected Market Growth
  • Table 1-1: Retail Sales of U.S. Tabletop Market by Product Category, 1995-2004 (dollars): Dinnerware, Glassware, Flatware
  • Market Composition by Category
  • Mass Merchants and Department Stores Claim Largest Shares
  • Figure 1-1: U.S. Tabletop Market: Share of Retail Sales by Outlet Type, 1999 (percent): 7 Retail Outlets
  • Factors Affecting Market Growth
• The Marketers
  • Hundreds of Marketers
  • Industry Trends
  • Tabletop Marketers Spend Little on Advertising
• Distribution and Retail
  • Major Marketers Sell Directly
  • At the Retail Level
• The Consumer
  • The Consumer
  • Corelle and Oneida Top Brand Rankings
  • How Families Approach Dining at Home

• The Products
  • Scope of Market
  • Durable Products Only
  • Focus on Retail Market
  • Three Product Categories
  • Tableware Also Classified by Department and Price
  • Dinnerware and Flatware: Place Settings, Sets, and Open Stock
  • Glassware Sold as Suites, Sets, or Open Stock
• Dinnerware
  • Classifying Dinnerware by Material
  • Ceramic Dinnerware: Vitrified vs. Nonvitrified
  • China and Porcelain
  • Fine China and Bone China
  • Casual China
  • Stoneware
  • Earthenware, Ironstone, Semi-Porcelain, and Pottery
  • Decorating Techniques on Ceramic Dinnerware
  • Glass and Glass-Ceramic Dinnerware
  • Plastic Dinnerware
  • Two Main Dinnerware Design Categories: Formal and Casual
  • Formal Dinnerware
  • Casual Dinnerware
  • Transitional Dinnerware
  • Whiteware Can Be Formal or Casual
• Glassware
  • Product Classifications
  • Glass
  • Crystal and Leaded Glass
  • Plastic and Acrylic Glassware
  • Three Types of Drinking Glasses
  • Beverageware
  • Stemware
  • Barware
  • The Manufacturing Process
• Flatware
  • Category Definition
  • Most "Silverware" Is Stainless Steel
  • Stainless Steel
  • Sterling Silver
  • Silverplate
  • Gold Electroplate
  • Other Materials
  • Gradations of Quality
• Government Regulations
  • Lead Safety
  • Import Quotas and Duties

• Figure 3-1: Retail Sales of U.S. Tabletop Market, 1995-1999 (dollars)
• Market Size and Growth
  • Market Difficult to Measure
  • Retail Sales Top $3.8 Billion in 1999
  • Dinnerware Sales Approach $1.9 Billion
  • Glassware Sales Edge Past $1 Billion
  • Flatware Sales Reach $955 Million
  • Table 3-1: Retail Sales of U.S. Tabletop Market by Product Category, 1995-1999 (dollars): Dinnerware, Glassware, Flatware, Total
• Market Composition
  • Dinnerware Generates Half of Tabletop Sales
  • Figure 3-2: U.S. Tabletop Sales by Product Category, 1999 (percent): Dinnerware, Glassware, Flatware
  • Bridal Market Accounts for 30%-35% of Sales
  • Dinnerware: Housewares and Mass Market Lead
  • Casual Growing as Percentage of Upstairs Dinnerware
  • China and Ceramics Account for 70% of Dinnerware Sales
  • Glassware Outsells Crystal Three to One
  • Stainless Steel the Largest Flatware Segment
  • Share of Tabletop Sales by Retail Channel; Mass Merchants and Department Stores Lead
  • Table 3-2: U.S. Tabletop Sales by Retail Channel, 1999 (percent): 6 Types of Retail Channels, All Other
  • Sales by Region
  • Sales by Season
• Factors to Market Growth
  • Rate of Household Formation Has Slowed
  • Smaller Households and Families
  • Marriage Rate Declines in 1990s
  • Declining Proportion of Adults Are Married
  • Table 3-3: Percent of Adults Never Married: Women vs. Men, 1997 (percent): From Age 20 to Age 44
  • Eating Out and Ordering Out Negatively Impact Tableware
  • Tableware an Infrequent Purchase
  • Americans Marrying Later a Plus?
  • Number of Marriages Expected to Rise
  • Growth of Age 45-54 Group Should Boost Sales
  • Marketers Embrace Casual Lifestyles
  • Different Configurations Help Build Sales
  • Growth of Licensing Tie-ins Holds Promise
  • Targeting the Gift Market
  • Glass Beverageware Benefits from Replacements; Crystal Stemware Plagued by Discounting
  • Silver Affected by Commodities Prices
  • Home/Lifestyle Chains Have Positive Impact
  • Health of Department Stores Another Good Sign
  • Sears Plans to Add Tabletop
  • Tableware a Growing Presence on TV Home Shopping
  • Trade Group Pushing to Raise Industry Profile
  • Marketer Consolidation Should Help Market Grow
  • Figure 3-3: Projected Retail Sales of U.S. Tabletop Market, 1999-2004 (dollars)
• Projected Market Growth
  • Retail Sales Will Quicken, Approach $4.8 Billion in 2004
  • Table 3-4: Projected Retail Sales of U.S. Tabletop Market by Product Category, 1999-2004 (dollars): Dinnerware, Glassware, Flatware, Total

• The Marketers
  • Hundreds of Companies
  • Top Echelon Divided between Public and Private Companies
  • Recent Mergers, Acquisitions, Alliances
  • Market Share Data Are Scarce
  • Formal Dinnerware Marketers
  • Upstairs Casual Dinnerware Marketers
  • Housewares Dinnerware Marketers
  • Mass-Market Dinnerware Marketers
  • Glassware Marketers
  • Crystal Marketers
  • Silver and Silverplate Flatware Marketers
  • Upstairs Stainless Steel Flatware Marketers
  • Housewares and Mass-Market Flatware Marketers
  • Plastic Tableware Marketers
  • Private Label
  • Table 4-1: The U.S. Tabletop Market: Marketers and Brands of Upstairs Formal Dinnerware (29 Marketers and Their Brands)
  • Table 4-2: The U.S. Tabletop Market: Marketers and Brands of Upstairs Casual Dinnerware (29 Marketers and Their Brands)
  • Table 4-3: The U.S. Tabletop Market: Marketers and Brands of Housewares and Mass-Market Dinnerware (37 Marketers and Their Brands)
  • Table 4-4: The U.S. Tabletop Market: Marketers and Brands of Upstairs Glassware (27 Marketers and Their Brands)
  • Table 4-5: The U.S. Tabletop Market: Marketers and Brands of Housewares and Mass-Market Glassware (25 Marketers and Their Brands)
  • Table 4-6: The U.S. Tabletop Market: Marketers and Brands of Upstairs Flatware (22 Marketers and Their Brands)
  • Table 4-7: The U.S. Tabletop Market: Marketers and Brands of Housewares and Mass-Market Flatware (19 Marketers and Their Brands)
• The Competitive Situation
  • More Consolidation Due?
  • Marketers Expanding into Different Categories
  • Licensing Supports Expansion into Other Categories
  • Marketers Increasingly Pursuing All Levels of the Business
  • Formal Market Has Narrow Cast; Casual Market More Fragmented
  • Retailers' Direct Importing as Competition
• Competitive Profile: Arc International
  • World's Largest Glassware Company
  • Three Glassware Lines
  • Arc Dominates Glass Dinnerware Market
  • Arc Enters Licensed Products Arena
• Competitive Profile: Brown-Forman Corp.
  • Lenox: Largest American Manufacturer of Upstairs Tableware
  • Three Powerful Brands
  • Lenox Pioneers Lifestyle Marketing Approach
  • Bridal Pattern Leader Responds to Casual Trend
  • Crystal Complements Dinnerware
  • Gorham and Lenox-Kirk Stieff Compete at Upstairs Level
  • Dansk: Refocusing on Retail
• Competitive Profile: Corning Consumer Products Co.
  • Borden Buys Corelle from Corning
  • New Owners Are Growth-Minded
  • Corning Invents Glass-Ceramics; Introduces Corelle
  • CCPC Targets Department Stores with Corningware Dinnerware
  • CCPC Aspires to Be More Marketing-Driven
• Competitive Profile: Gibson Overseas
  • Second Only to Corning in Mass Dinnerware
  • Seeks to Grow Business with Department and Specialty Stores
  • Creates New Brand and Packaging for Upscale Line
  • Adds License for Kellogg Cereal Characters
• Competitive Profile: Homer Laughlin China Co.
  • Famous for Fiesta Ware
  • The Fiesta Revival
  • Keeping the Revival Going
• Competitive Profile: Libbey, Inc.
  • Largest Manufacturer of Glass Tableware in U.S.
  • A Leader in Both Retail and Institutional Markets
  • Wide Product Line; Strong Brand Recognition
  • Libbey Extends its Brand to Dinnerware, Flatware
  • Libbey Bumps Heads with Oneida, Bids to Buy
  • Libbey Discontinues Outlet Stores
• Competitive Profile: Mikasa, Inc.
  • Built on Outside Sourcing
  • From Fashion Niche to Mainstream Marketer
  • Courting Bridal Market Pays Off
  • Brand Structure Serves All Levels
  • Outlet Stores Account for 60% of Sales
  • Store Network Is Industry's Largest and Still Growing
  • Planning Growth Through Extensions and Acquisitions
• Competitive Profile: Newell Rubbermaid, Inc.
  • Diversified, Cost-Efficient, and Service-Oriented
  • Anchor Hocking Glass Remains Main Tabletop Entry
  • Will Newell Seek Additional Tableware Acquisitions?
• Competitive Profile: Noritake Co., Inc.
  • Subsidiary of Japanese Ceramics Firm
  • Number Two in Formal China
  • Price, Value, Design Help Noritake Hold Its Own
  • Noritake Addresses Casual and Open-Stock Trends
  • Restructures to Give Accounts More Individual Attention
  • More Outside Sourcing to Control Costs and Prices
  • Upgrades Website
• Competitive Profile: Oneida Ltd.
  • Largest Flatware Marketer Was Founded by Utopians
  • 63% Share of Stainless Flatware Segment
  • Flatware Dominance Extends to All Retail Levels
  • Seeking Growth in Dinnerware, Glassware, and Foodservice
  • Oneida Continues to Cultivate Glassware
  • Licensing Furthers Diversification
  • Becoming Leaner and Meaner
  • Advertising Creates Brand Recognition
• Competitive Profile: Pfaltzgraff Co.
  • Housewares Dinnerware Leader Has Long History
  • Pioneer in Accessorizing Popular Patterns
  • A Total Tabletop Resource Competing at All Levels
  • Makes Upstairs Breakthrough with Casual China
  • Reputation for Pattern Longevity
  • Both Licensor and Licensee (Nautica Home)
  • Sets Sales and Service Goals
• Competitive Profile: Portmeirion USA
  • Popularizes Botanical Look
  • Also a Trendsetter in Open Stock
  • Seeks Broader Identity, But Continues to Cultivate Its Niche
• Competitive Profile: Reed & Barton Corp.
  • Venerable Flatware Marketer Competes Both Upstairs and Downstairs
  • Reed & Barton Housewares Serves Diverse Account Base
  • Continues to Polish Sterling Silver Offering
  • Miller Rogaska Division Is Upstairs Crystal Competitor
  • Celebrates 175th Anniversary by Launching Website
• Competitive Profile: Retroneu/Excel
  • Starts with Upstairs Fashion Flatware
  • Becomes Total Housewares Tabletop Company with Farberware Brand
  • Sabatier Brand Completes Good-Better-Best Assortment
• Competitive Profile: Royal Doulton USA
  • British Parent Company Has Proud Heritage
  • Old Country Roses Pattern Is Perennial Bestseller
  • Stymied in Efforts to Grow Other U.S. Tableware Business
  • Restructuring Brings Shakeup at U.S. Subsidiary
  • Becoming Price-Competitive in Casual Dinnerware
  • Focus on Giftware, Collectibles, and Licensing
• Competitive Profile: Syratech Corp.
  • Building a Tabletop Empire
  • Top Marketer of Sterling and Plated Flatware
  • A Continued Path of Acquisitions
  • Syratech Acquires Farberware
  • Towle and Wallace Big in Bridal; International Silversmiths Focused on Housewares
  • Syratech Expands to Dinnerware
  • Gold Grand Baroque: Case Study of a Successful Promotion
• Competitive Profile: Villeroy & Boch Tableware Ltd., Inc.
  • Among World's Largest Ceramic Manufacturers
  • A Strong Focus on the U.S. Market
  • Becoming a Complete Resource for Home Furnishings
• Competitive Profile: Waterford Wedgwood Plc
  • Two Centuries of Fine Tableware
  • Wedgwood and Waterford Join Forces
  • Each Brand Responsible for Own U.S. Sales and Marketing
  • Waterford Enjoys Strong Brand Recognition
  • Waterford Expands to Dinnerware and Flatware
  • Seeks Broader Design Identity in Crystal
  • Wedgwood Seeks to Emulate Waterford's Brand-Building
  • Wedgwood's Johnson Bros. and Franciscan Brands Updating Lines
  • Waterford Wedgwood Enters Cookware with All-Clad Acquisition
• Marketing Trends
  • Casual Lifestyles Setting Marketing and Product Trends
  • Open Stock Gives Consumers More Choices
  • Importance of Accessories Grows
  • Expanded Role for Licensing
  • After Weddings, Christmas Is Top Tableware Occasion
• Design and Product Trends
  • No Single Design Trend
  • Mix-and-Match: Ready-Made Sophistication
  • Heavy on Metal Accents, Especially Platinum
  • Frosted Finishes Flourish on Flatware
  • The "Casualization" of Formal Tableware
  • Oversize Tableware Still Growing
  • Asian Influences Abound
  • Handpainted, Handcrafted Tableware Continues Strong
  • Fiesta Ware Gives New Life to Retro Looks
  • Specialty Barware Remains Popular
• Consumer Advertising Expenditures
  • Tableware Marketers Not a Freespending Group
  • Waterford Wedgwood and Oneida Top the List
  • Corning, Noritake, Brown-Forman Round out Big Five
  • Syratech Leads Second Tier
  • Baccarat Heads Third Tier
  • Magazines Unrivalled as Ad Medium
• Advertising Positioning
  • Most Advertising Product-Oriented
  • Using Humor to "Casualize" Formal Tableware
  • Oneida Combines Pattern Focus with Whimsy
  • That Old-Time Snob Appeal
  • Virtually No Price Positioning
  • Examples of Consumer Advertising
• Consumer Promotions
  • Co-Op Advertising with Retailers
  • Brochures
  • Gift-with-Purchase (and Without)
  • Specially Priced Offers
  • Rebates
  • Joint Promotions Are Common
  • In-Store Visits and Demonstrations
  • Bridal Registry Gifts
• Trade Advertising and Promotions
  • Trade Advertising
  • Trade Shows
  • Marketers Offer Incentives to Bridal Consultants
  • Other Sales Supports
  • Examples of Trade Advertising

• Distribution
  • Major Marketers Sell Directly
• Retail
  • Many Types of Retailers Compete
  • Mass Merchants Strong in Dinnerware Sets, Everyday Glassware
  • Department Stores Dominate High End
  • Department Stores: Upstairs/Downstairs
  • Home/Lifestyle Specialty Stores
  • Some Home Chains Run into Problems
  • Traditional Specialty Retailers
  • Marketer-Owned Stores
  • Factory Outlets
  • Marketer-Owned Showcases
  • Mail-Order Discounters
  • Online Retailing Has Promise for Tableware
  • Still Many More Browsers Than Buyers
  • Retail Giants Tool Up for Online Selling
  • Wal-Mart Enters the Fray
  • Small Retailers Join Online Networks
  • Avon Calling
• At the Retail Level
  • Bridal Registries
  • National Retailers Enter Registry Business
  • Private Label
  • Lines and Assortments
  • Dinnerware
  • Glassware
  • Flatware
  • Department and Specialty Store Displays
  • Expensive Crystal and Sterling Often Kept in Locked Glass Cases
  • Packaging Important in Housewares and Mass-Market Displays
  • Average Margins in 50%-60% Range
• Retail Advertising and Promotions
  • Most Ads Promote Sale Events
  • Marketers Provide Co-Op Funds
  • Club Plans
  • Price Promotions Common
  • Examples of Retail Advertising
• Retailer Profile: J.C. Penney Co., Inc.
  • The Nation's Largest Registry
  • Registry Marks Entry into Upstairs Tabletop
  • JCPenney Stores Seek Stop to Sales and Profit Skid
• Retailer Profile: Service Merchandise Co., Inc.
  • Once the Number-One Upstairs Tabletop Retailer
  • Attempts to Escape Catalog Showroom Past
  • Descends into Bankruptcy
  • Tabletop and Registry to Survive at Downsized Store
• Retailer Profile: Bed Bath & Beyond, Inc.
  • Nation's Largest Home/Lifestyle Chain Continues Rapid Growth
  • Pioneer of Lifestyle Concept
  • Everyday Prices Below Department Store Sale Prices
• Retailer Profile: HomePlace of America, Inc.
  • Two Home/Lifestyle Chains Join Forces
  • New Prototype Store Combines Best of Both
  • Converting All Stores by 2001
• Retailer Profile: Linens 'n Things, Inc.
  • A Fast-Rising Contender
  • From Home Textiles Stores to Home/Lifestyle Superstores
  • Tableware a Growing Part of the Business
  • Rapid Growth Continues in 1999
• Retailer Profile: Fortunoff
  • Top Specialty Store in High-End Tableware
  • "Fortunoff—The Source" for Flatware and Jewelry
  • Selection and Merchandising Are Outstanding
  • Most Major Marketers Represented
• Retailer Profile: Michael C. Fina
  • A Tabletop Powerhouse
  • Store Features Shop-within-a-Shop Concept
  • Casual Tableware Array Also Formidable
  • Attracting Bridal Business Nationwide
• Retailer Profile: Ross-Simons
  • Nation's Fourth-Largest Tabletop Retailer
  • Emphasizes Service as Well as Price
  • Online Sales Approach $10 Million
  • Company Acquires Geary's of Beverly Hills

• The Consumer
  • Notes on Simmons Market Research Bureau
  • About 26% of Americans Buy Tableware Annually
  • Most Spend Under $100
  • An Upscale Purchaser Profile
  • Formal Dinnerware Purchasers
  • Bone China Purchasers Spend Slightly More
  • Affluent Shoppers in Peak Earning Years
  • Table 6-1: Demographic Characteristics Favoring Purchase of Formal Dinnerware: Fine China vs. Bone China, 1998 (U.S. Adults)
  • Casual Dinnerware Purchasers
  • Professional Status, Schooling, and Affluence Mark Casual/Everyday China Purchasers
  • Stoneware Has Broader Constituency
  • Table 6-2a: Demographic Characteristics Favoring Purchase of Casual Dinnerware: Casual/Everyday vs. Stoneware, 1998 (U.S. Adults)
  • "Other" Dinnerware Purchasers Exhibit Less Upscale Profile
  • Table 6-2b: Demographic Characteristics Favoring Purchase of Casual Dinnerware: Other Dinnerware, 1998 (U.S. Adults)
  • Glassware Is Most Frequently Purchased Type of Tableware
  • Most Purchasers Spend Under $100
  • Non-Crystal Glassware Attracts Broadest Consumer Spectrum
  • Crystal Purchasers Marked by Affluence, Age
  • Table 6-3: Demographic Characteristics Favoring Purchase of Glassware: Non-Crystal vs. Crystal, 1998 (U.S. Adults)
  • Most Flatware Purchasers Buy Stainless Steel
  • Most Spend Under $100; Silverplate Purchasers Spend Most
  • Sterling Profile Less Upscale Than for Comparable Tableware Types
  • Silverplate Purchasers Distinguished by Occupation, Affluence, Age
  • Table 6-4a: Demographic Characteristics Favoring Purchase of Flatware: Sterling Silver vs. Silverplate, 1998 (U.S. Adults)
  • Stainless Steel Purchasers a Mixed Group
  • Table 6-4b: Demographic Characteristics Favoring Purchase of Flatware: Stainless Steel, 1998 (U.S. Adults)
• Consumer Attitudes
  • Functionality, Price Drive Dinnerware Purchases
  • Consumers Don't Care Whether Drinking Glasses Match; Replacing Broken Pieces Drives Purchases
  • Flatware Purchases Driven by Quality and Price
• Brand Recognition
  • Corelle Ranks As Top Tableware Brand
  • Most Recognized Brands Also Among Top Sellers
  • Top Tableware Brands Appeal Most to Older, Affluent Consumers
  • Tabletop Executives Visit Cross-Section of Families To Learn How They Approach Dining at Home
  • People Get Dining Ideas from Catalogs, Lifestyle Stores, Martha Stewart
  • Consumers Surveyed Online About Where They Shop
  • Three Out of Four Online Respondents Not Brand Loyal
• The Bridal Consumer
  • More Brides Expect to Acquire Casual Tableware Than Formal
  • How Brides Will Entertain
  • What Dinnerware Brides Want

Appendix I: Advertisements. This appendix appears in bound editions only.
Appendix II: Addresses of Selected Marketers