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The U.S. Tabletop Market
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May 1, 1998
181 Pages - Pub ID: LA504
Attention: There is an updated edition available for this report.
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- Executive Summary
- Scope of Report
- Dinnerware
- Glassware
- Flatware
- Classification by Department and Price
- Place Settings, Sets, and Open Stock
- The Market
- Retail Sales Top $3.5 Billion in 1997
- Projected Market Growth
- Table 1-1: U.S. Tabletop Market: Retail Sales by Category, 1993-2002 (dollars): Dinnerware, Glassware, Flatware
- Market Composition by Category
- Figure 1-1: U.S. Tabletop Sales by Product Category, 1997 (percent): Dinnerware, Glassware, Flatware
- Mass Merchants and Department Stores Claim Largest Shares
- Factors Affecting Market Growth
- The Marketers
- Hundreds of Marketers
- Industry Trends
- Tabletop Advertising Tops $63 Million
- Distribution and Retail
- Major Marketers Sell Directly
- At the Retail Level
- The Consumer
- The Consumer
- Functionality, Price Drive Dinnerware Purchases
- Consumer Brand Recognition: Oneida Tops List
- Most Brides Plan to Acquire Tableware
- Scope and Methodology
- Scope of Report
- Report Methodology
- The Products
- Scope of Market
- Only Durable Products
- Focus on Retail Market
- The Three Product Categories
- Dinnerware
- Ceramic Dinnerware
- China and Porcelain
- Fine China and Bone China
- Casual China
- Stoneware
- Earthenware, Ironstone, Semi-Porcelain, and Pottery
- Glass and Glass-Ceramic Dinnerware
- Plastic Dinnerware
- Two Main Dinnerware Design Categories: Formal and Casual
- Formal Dinnerware
- Casual Dinnerware
- Glassware
- Glass
- Crystal and Leaded Glass
- Plastic and Acrylic Glassware
- Beverageware, Stemware, and Barware
- Flatware
- Most "Silverware" Is Stainless Steel
- Stainless Steel
- Sterling Silver
- Silverplate
- Gold Electroplate
- Other Materials
- Classification by Department and Price
- Place Settings, Sets, and Open Stock
- Glassware Sold as Suites, Sets, or Open Stock
- Government Regulations
- Lead Safety
- Import Quotas and Duties
- The Market
- Figure 3-1: U.S. Tabletop Market: Estimated Retail Sales, 1993-1997 (dollars)
- Market Size and Growth
- Market Difficult to Measure
- Retail Sales Top $3.5 Billion in 1997
- Dinnerware Sales Reach $1.7 Billion
- Glassware Sales $950 Million
- Flatware Sales Leap to $870 Million
- Table 3-1: U.S. Tabletop Market: Estimated Retail Sales by Category, 1993-1997 (dollars): Dinnerware, Glassware, Flatware, Total
- Market Composition
- Dinnerware Generates Half of Tabletop Sales
- Figure 3-2: U.S. Tabletop Sales by Product Category, 1997 (percent): Dinnerware, Glassware, Flatware
- Bridal Market Accounts for 30%—35% of Sales
- Dinnerware: Housewares and Mass Market Lead
- Casual Growing as a 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 Claim the Largest Shares
- Table 3-2: U.S. Tabletop Sales by Retail Channel, 1997 (percent): 6 Types of Retail Channels
- Sales by Region
- Sales by Season
- Factors Affecting Market Growth
- Demographically a Mature Market
- 105 Million Households by 2002
- Household Composition Changing
- Marriages a Critical Factor
- But Declining Proportion of Adults Are Married
- Table 3-3: Percent of Adults Never Married: Women vs. Men, 1996 (percent): From Age 20 to Age 44
- Americans Marrying Later
- Number of Marriages Expected to Rise
- Casual Lifestyles Turning the Tables
- Dining Trends Negatively Impact Tableware
- "Category Killers" Have Positive Impact
- Different Configurations Help Build Sales
- Targeting the Gift Market
- Tableware an Infrequent Purchase
- Glassware Benefits from Replacements
- Crystal Plagued by Deep Discounting
- Silver Affected by Commodities Prices
- Figure 3-3: U.S. Tabletop Market: Projected Retail Sales, 1997-2002 (dollars)
- Projected Market Growth
- Retail Sales Will Approach $4.1 Billion in 2002
- Table 3-4: U.S. Tabletop Market: Projected Retail Sales by Category, 1997-2002 (dollars): Dinnerware, Glassware, Flatware, Total
- The Marketers
- Hundreds of Companies
- Largest Marketers Publicly Owned
- Major Privately Owned Marketers
- Recent Mergers and Acquisitions
- Market Share Data Are Scarce
- Formal Dinnerware Marketers
- Casual Dinnerware Marketers
- Housewares Dinnerware Marketers
- Mass-Market Dinnerware Marketers
- Glassware Marketers
- Crystal Marketers
- Silver and Silverplate Flatware Marketers
- Stainless Steel Flatware Marketers
- Housewares and Mass-Market Flatware Marketers
- Plastic Tableware Marketers
- Private Label
- Table 4-1: The U.S. Tabletop Market: Formal Dinnerware Marketers
- Table 4-2: The U.S. Tabletop Market: Casual Dinnerware Marketers
- Table 4-3: The U.S. Tabletop Market: Glassware Marketers
- Table 4-4: The U.S. Tabletop Market: Flatware Marketers
- The Competitive Situation
- Marketers Expanding into Different Categories
- Traditional Competition Based on Retail Distribution Channel
- Formal Market Has Narrow Cast; Casual Market More Fragmented
- Competitive Profile: Anchor Hocking Glass Co.
- Competitive Profile: Corning Consumer Products Co
- Borden Buys Corelle from Corning
- Corning Invents Glass-Ceramics; Introduces Corelle
- Corning Aspires to Be More Marketing-Driven
- Competitive Profile: Durand International
- World's Largest Glassware Company
- Three Glassware Lines
- Two Dinnerware Lines
- Durand Gets Coca-Cola License
- Competitive Profile: Homer Laughlin China Co
- Famous for Fiesta Ware
- The Fiesta Revival
- Competitive Profile: Lenox, Inc. (Brown-Forman Corp.)
- Largest American Manufacturer
- Lenox Pioneers Lifestyle Marketing Approach
- Accent on Bridal China
- Focusing on More Casual Patterns
- Crystal Complements Dinnerware
- Gorham and Lenox-Kirk Stieff Compete at Upstairs Level
- Dansk: Refocusing on Retail
- Competitive Profile: Libbey, Inc
- Libbey, Inc.
- A Leader in Both Retail and Institutional Markets
- Wide Product Line; Strong Brand Recognition
- Libbey Extends its Brand to Dinnerware, Flatware
- Libbey Discontinues Outlet Stores
- Competitive Profile: Mikasa, Inc.
- Built on Outside Sourcing
- From Fashion Niche to Traditional Marketer
- Strong Emphasis on Bridal
- Brand Structure Serves All Trade Classes
- Sales Near $400 Million; Outlet Stores Account for 56%
- Planning Growth Through Extensions and Acquisitions
- Competitive Profile: Noritake Co., Inc.
- Subsidiary of Japanese Ceramics Firm
- Number Two in Formal China
- Price, Value, Design Help Noritake Hold Its Own
- Upstairs Dinnerware Accounts for 85% of Sales
- Noritake Introduces Open Stock
- More Outside Sourcing to Control Costs and Prices
- Competitive Profile: Oneida Ltd
- Oneida Ltd
- Oneida Dominates Flatware Category
- Most Flatware Manufactured Domestically
- Flatware Dominance Extends to All Retail Levels
- Advertising Creates 88% Brand Recognition
- Seeking Growth in Dinnerware and Foodservice
- Oneida in Crystal
- Oneida's Retailing Subsidiaries
- Competitive Profile: Pfaltzgraff Co.
- A Housewares Giant
- Formal China a Failure
- Reputation for Pattern Longevity
- Potential in Mass Channels
- Pfaltzgraff Popular with Brides
- Accessories Key to Sales
- Licensing Patterns to Extend Their Reach
- Pfaltzgraff Extends Brand to Flatware
- Competitive Profile: Reed & Barton Corp
- Company Competes Both Upstairs and Downstairs
- Housewares Division Has Diversified Account Base
- Competitive Profile: Syratech Corp
- Building a Tabletop Empire
- A Continued Path of Acquisitions
- Syratech Acquires Farberware
- Towle and Wallace Big in Bridal; International Silversmiths Focused on Housewares
- Syratech Expands to Dinnerware
- Competitive Profile: Waterford Wedgwood Plc
- Two Centuries of Fine Tableware
- Wedgwood and Waterford Join Forces
- Waterford Wedgwood Divisions
- Waterford Expands to Dinnerware and Flatware
- Strong Brand Recognition
- Johnson Brothers and Franciscan Divisions Updating Lines
- Marketing Trends
- Casual Lifestyles Setting Marketing and Product Trends
- Open Stock
- Accessories
- All-in-One Sets
- Licensing
- Holiday Tableware
- Design and Product Trends
- No Single Design Trend
- Mix-and-Match
- Retro Looks
- Handpainted, Handcrafted Tableware
- Metal Accents
- Specialty Barware Popular
- Asian Influences
- Consumer Advertising Expenditures
- Tabletop Advertising Tops $63 Million
- Corelle, Oneida the Leading Advertisers
- Noritake, Lenox, Waterford Wedgwood, Mikasa Form Second Tier
- Royal Doulton, Orrefors, Pfaltzgraff, Towle in Third Tier
- Print Predominates
- Television Advertising a Tabletop Taboo
- Non-Bridal Ads Seasonal
- Advertising Positioning
- Most Advertising Product-Oriented
- Focus on Practicality
- Corelle Ads Target "30-Something Moms"
- Waterford Dares to be Gay
- Oneida Combines Pattern Focus with Whimsy
- Virtually No Price Positioning
- Consumer Promotions
- Co-Op Advertising with Retailers
- Brochures
- Gift-with-Purchase
- 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
- Distribution and Retail
- Major Marketers Sell Directly
- Retail
- Many Types of Retailers Compete in Market
- 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
- Vendor-Owned Stores
- Factory Outlets
- Vendor-Owned Showcases
- Mail-Order Discounters
- Virtual Stores
- 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
- Loose Flatware
- Margins
- Retail Advertising and Promotions
- Most Ads Promote Sale Events
- Marketers Provide Co-Op Funds
- Linens 'n Things Takes to Television
- Club Plans
- Price Promotions Common
- Retailer Profile: JCPenney
- The Nation's Largest Registry
- Registry Marks Entry into Upstairs Tabletop
- Many Categories Besides Tableware
- Retailer Profile: Bed Bath & Beyond
- The Nation's Largest Home/Lifestyle Chain
- One of the First to Offer a Lifestyle Concept
- Everyday Low Prices; Decentralized Organization
- Retailer Profile: Linens 'n Things
- A Fast-Rising Contender
- Tableware a Growing Part of the Business
- Retailer Profile: Waccamaw Corp
- Home/Lifestyle Giant with Tabletop Roots
- Waccamaw's Metamorphosis to Smaller Stores
- Retailer Profile: Ross-Simons
- Nation's Fourth-Largest Tabletop Retailer
- Emphasizes Service as Well as Price
- Retailer Profile: Michael C. Fina
- A Tabletop Powerhouse
- Store Features Shop-within-a-Shop Concept
- Attracting Bridal Business Nationwide
- The Consumer
- Notes on Simmons Market Research Bureau
- About 23% of Americans Buy Tableware Annually
- Most Spend Under $100
- An Upscale Purchaser Profile
- Formal Dinnerware Purchasers
- Fine China Purchasers Spend More
- Affluent, Older Shoppers
- Table 6-1: Demographic Characteristics Favoring Purchase of Formal Dinnerware: Fine China vs. Bone China, 1997 (U.S. Adults)
- Bone China Has Wider Appeal Among African Americans
- Casual Dinnerware Purchasers
- Occupation, Education, Age Mark Casual/Everyday China Purchasers
- Stoneware Purchasers
- Table 6-2a: Demographic Characteristics Favoring Purchase of Casual Dinnerware: Casual/Everyday vs. Stoneware, 1997 (U.S. Adults) Other Dinnerware Purchasers Exhibit Downscale Profile
- Table 6-2b: Demographic Characteristics Favoring Purchase of Casual Dinnerware: Other Dinnerware, 1997 (U.S. Adults)
- Glassware Purchasers
- Most Purchasers Spend Under $100
- Non-Crystal Glassware Attracts Broader Consumer Spectrum
- Crystal Purchasers Marked by Affluence, Age
- Table 6-3: Demographic Characteristics Favoring Purchase of Glassware: Non-Crystal vs. Crystal, 1997 (U.S. Adults)
- Flatware Purchasers
- Most Spend Under $100
- Sterling Silver Purchasers
- Silverplate Purchasers Distinguished by Occupation, Affluence, Age
- Table 6-4a: Demographic Characteristics Favoring Purchase of
Flatware: Sterling Silver vs. Silverplate, 1997 (U.S. Adults)
- Stainless Steel Purchasers Upscale
- Table 6-4b: Demographic Characteristics Favoring Purchase of Flatware: Stainless Steel, 1997 (U.S. Adults)
- Consumer Attitudes
- Functionality, Price Drive Dinnerware Purchases
- Little Attention Paid to Glassware
- Flatware Driven by Quality
- Brand Recognition
- Consumer Brand Recognition: Oneida Tops List
- Corelle/Corning Also Named by Mass-Market Shoppers
- Online Survey
- Three Out of Four Online Respondents Not Brand Loyal
- The Bridal Consumer
- Bridal Magazines Do Consumer Research
- Most Brides Plan to Acquire Tableware
- How Brides Will Entertain
- What Dinnerware Brides Want
- Bridal Pattern Survey
- Leading Bridal Patterns in Dinnerware
- Table 6-5: Leading Bridal Patterns in Dinnerware: Formal vs. Casual, 1996 (rank, company, pattern)
- Leading Bridal Patterns in Glassware
- Table 6-6: Leading Bridal Patterns in Glassware, 1996 (rank, company, pattern)
- Leading Bridal Patterns in Flatware
- Table 6-7: Leading Bridal Patterns in Flatware: Sterling Silver, Silverplate, and Stainless Steel, 1996 (rank, company, pattern)
- The Non-Bridal Consumer
Appendix: Addresses of Selected Marketers
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800.298.5294
Int'l: +1.240.747.3095
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