The U.S. Tabletop Market

Published: Jan 1, 2000 - 249 Pages

Table of Contents:

  1. Executive Summary
    • 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

  2. The Products
    • 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

  3. The Market
      • 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

  4. The Marketers
    • 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

  5. Distribution and Retail
    • 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

  6. The Consumer
    • 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

Abstract:

Marketers of dinnerware, glassware and flatware have long hoped that U.S. consumers would come to perceive their products as an affordable enhancement to meals rather than as a luxury or a commodity. This report explores the question of whether the situation may be changing as tabletop marketers embrace the trend toward more casual living. The report estimates industry sales over the last five years and gives projections through 2004 based on close consideration of all relevant data and trends. It breaks out sales by retail channel and describes the strategies and merchandising approaches of each of the leading venues. The report profiles some of the leading retailers and analyzes consumer attitudes and buying behavior.

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