U.S. Market for Outdoor and Casual Furniture, Grills and Accessories -- AKTRIN, furniture industry market research

U.S. MARKET FOR OUTDOOR AND CASUAL FURNITURE

Order #: F160_2003TX; US$3000.00
Published by Packaged Facts, November 2003; 240 Pages; 37 Exhibits

This report examines not only the market for outdoor and casual furniture, but also the wide variety of appliances and accessories that are an essential part of the well-appointed “outdoor room.” It analyzes sales and growth potential for lawn and porch furniture made of metal, plastic, rattan/wicker, and wood, including seating products (chairs, love seats, settees, benches, stools, and ottomans), tables, cushions, and umbrellas. It also analyzes the booming market for barbecue grills (gas, charcoal, electric, and hybrid) and a number of other popular outdoor accessories, from coolers to firepits.

The study examines in detail the trends affecting market size and growth and offers sales projections through 2008. New product trends are covered in each category, and major competitors are profiled—including Barlow Tyrie, Inc., Syroco, Inc., and The Coleman Company, as well as specialty manufacturers such as Trivest, Inc., Weber-Stephen Products, and O.W. Lee Co., Inc. The report also explores consumer usage rates, brand preferences, and demographics.

What You’ll Get in this Report

The U.S. Market for Outdoor and Casual Furniture, Grills and Accessories gives a unique perspective on the changing market for porch and patio furniture and products. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Outdoor and Casual Furniture and Accessories offers. The report addresses the following segments:

The Market (including market size and composition and projected market growth)
The Marketers (including discussions of specific marketer brand and market shares)
Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
Retail Strategies
The Consumer (consumer demographics, who’s buying what, and where)
The Products
Trends and Opportunities
National Consumer Advertising expenditures

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report

You will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for outdoor and casual furniture and accessories, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from published and trade sources, a detailed discussion of the consumer for outdoor and casual furniture and furnishings.

This report will help:

Marketing Managers identify market opportunities and develop targeted promotion plans for outdoor and casual furnishings.
Research and development professionals stay on top of competitor initiatives and explore demand for products in the outdoor/casual furniture and accessories markets.
Advertising agencies working with clients in the furniture and furnishings industries understand the product buyer to develop messages and images that compel consumers to purchase these products.
Business development executives understand the dynamics of the market and identify possible partnerships.
Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

TABLE OF CONTENTS / EXHIBITS

Executive Summary
- Scope and Methodology
- Market Parameters
- Report Methodology
- Figure 1-1: U.S. Retail Sales of Outdoor and Casual Furniture and Accessories, 1999-2008 (in millions of dollars)
- The Market
- Outdoor/Casual Furniture Market at Nearly $8 Billion in 2008
- Metal at 42% of Market
- Barbecue Grill Sales Up 7% in 2003
- Mass Outlets Rebound to 57% of Market
- Figure 1-2: Share of U.S. Retail Sales of Outdoor and Casual Furniture by Category, 2003 (percent)
- Most Purchasing Among High-Income Households
- New and Old Homes Focus on “Outdoor Room”
- Waiting for the Promised Rebound
- The Marketers
- Hundreds of Marketers
- Marketers Compete in Multiple Materials and Segments
- Leaders in Outdoor Furniture and Accessories
- Manufacturers Cultivate Foreign Ties
- Market Follows Shifts in Economic Trends
- Marketing and Retail Dynamics
- Innovation and Diversification—Still Keys to Success
- Quality and Durability Critical in Today’s Economy
- Segmentation by Consumer Group
- Targeting Younger Consumers Through Price and Style
- Appealing to Condo and Apartment Dwellers
- Tapping into the Juvenile Furniture Market
- Targeting the Environmentally Concerned
- Working with Retailers
- New Colors and Textures for Furniture and Grills
- $18 Million Spent on National Consumer Advertising
- Intensive Trade Activity
- Mass-Market Outlets Dominate Market
- Specialty Outlets Feel Pressure from Economy, Imports
- The Consumer
- Recent Purchasers of Lawn/Porch Furniture
- Income Also Top Indicator for Outdoor Grill Purchasing
- Trends & Opportunities
- Slow Economy a Potential Plus
The Products
- Product Overview
- Scope of Report
- Furniture, Grill, and Accessory Categories
- Products Not Covered
- Three Types of Furniture Products
- Seating Products: Five Forms
- Chairs
- Three Alternative Seating Options
- Chair Styles
- Love Seats and Settees
- Other Seating Products: Benches, Stools, and Ottomans
- Cushions
- Four Main Types of Textiles
- Tables: Several Styles
- Table Styles
- Umbrellas: Components and Variations
- Umbrella Shade Sizes and Styles
- Four Major Product Materials: Metal, Plastic, Wicker/Rattan, Wood
- Metal: Two Major Segments
- Aluminum
- Steel and Iron
- Plastic: Two Major Segments
- Resin
- Polyvinyl Chloride
- Four Plastic Molding Processes
- Wicker/Rattan
- Rattan: A Material and a Type of Furniture
- Wicker: Furniture Made from Rattan and Other Materials
- Wood
- Barbecue Grills
- Gas
- Charcoal
- Electric
- Accessories
- Other Outdoor Appliances and Accessories
- The Outdoor Kitchen
- Year-Round Rooms
- Two Distribution Classes: Mass and Specialty
The Market
- Market Size and Composition
- Manufacturers’ Shipments of All Furniture at $70 Billion
- Table 3-1: Furniture and Related Products: Value of U.S. Manufacturers’ Shipments, Inventories, and New Orders, 1997-2002 (in millions of dollars)
- Figure 3-1: U.S. Retail Sales of Outdoor and Casual Furniture and Accessories, 1999-2003 (in millions of dollars)
- Outdoor Furniture Shipments Slip in 2002
- NAICS Data Indicate Declines for Metal and Wood Outdoor Furniture
- Table 3-2: Metal Porch, Lawn, Outdoor, and Casual Furniture: Value of U.S. Manufacturers’ Shipments, 1997-2001 (in thousands of dollars)
- Table 3-3: Wooden Outdoor, Unpainted, and Ready-to-Assemble Furniture: Value of U.S. Manufacturers’ Shipments, 1997-2001 (in thousands of dollars)
- Retail Sales Difficult to Quantify
- Outdoor Furniture and Accessories Market Approaches $6 Billion in 2003
- Table 3-4: U.S. Retail Sales of Outdoor and Casual Furniture and Accessories, 1999-2003 (in millions of dollars)
- Retail Outdoor/Casual Furniture Market at $3.2 Billion in 2003
- Table 3-5: U.S. Retail Sales of Outdoor and Casual Furniture, 1999-2003 (in millions of dollars)
- Metal and Plastic Categories Exceed $1 Billion
- Table 3-6: U.S. Retail Sales of Outdoor and Casual Furniture by Category, 2003 (in millions of dollars)
- Metal at 42% of Market
- Figure 3-2: Share of U.S. Retail Sales of Outdoor and Casual Furniture by Category, 2003 (percent)
- Seating Products at Three-Fifths of Market
- Barbecue Grill Shipments at 15.2 Million
- Table 3-7: U.S. Barbecue and Grill Unit Shipments, 1998-2002 (units)
- Grill Sales Up 7% in 2003, Gas Grill Dominate Category
- Table 3-8: Retail Sales of Barbecue Grills and Accessories, 1999-2003 (in millions of dollars)
- Sales Strongest in Spring and Summer
- Mass Outlets Rebound to Claim 57% of Market
- Figure 3-3: Share of U.S. Outdoor and Casual Furniture Market by Retail Outlet Type, 2003 (percent)
- Outdoor Furniture Taps an Older Demographic Than Grills
- Table 3-9a: Indices for Household Purchase of Lawn/Porch Furniture or Outdoor Grill in Last 12 Months: By Age Bracket, 2003 (U.S. adults)
- Table 3-9b: Indices for Household Purchasing of Lawn/Porch Furniture or Outdoor Grill in Last 12 Months: By Age Bracket, 2003 (U.S. adults)
- Non-Hispanic Whites Largest Consumers
- Table 3-10: Indices for Household Purchasing of Lawn/Porch Furniture or Outdoor Grill in Last 12 Months: By Race/Ethnicity, 2003 (U.S. adults)
- Outdoor Furniture Biggest in Northeast, Grills in Midwest
- Table 3-11: Indices for Household Purchasing of Lawn/Porch Furniture or Outdoor Grill in Last 12 Months: By Region, 2003 (U.S. adults)
- Most Purchasing Among High-Income Households
- Table 3-12a: Indices for Household Purchasing of Lawn/Porch Furniture or Outdoor Grill in Last 12 Months: By Household Income Bracket, 2003 (U.S. adults)
- Table 3-12b: Indices for Household Purchasing of Lawn/Porch Furniture or Outdoor Grill in Last 12 Months: By Household Income Bracket, 2003 (U.S. adults)
- Purchasing Directly Related to Household Size
- Table 3-13: Indices for Household Purchasing of Lawn/Porch Furniture or Outdoor Grill in Last 12 Months: By Household Size, 2003 (U.S. adults)
- Factors to Market Growth
- Recession, War, Unemployment Stifle Growth
- Housing Start Trends
- Table 3-14: U.S. New Privately Owned Housing Starts, 1991-2002 (in thousands)
- Home Sales Hit Record Levels
- New and Old Homes Focus on “Outdoor Room”
- Decks and Patios Growing Larger. More Complete
- Americans Staying Close to Home
- At-Home Vacations, Outdoor Entertaining Drive Sales
- Focusing on New Markets
- Blurring of Indoors and Out
- Products Appeal to Wide Range of Budgets
- Aluminum Continues to Drive Metal Category
- New Plastic Formulations Grab Attention
- Wicker/Rattan Gaining from Home Decorating Trends
- Mixed-Media Offers Value, Quality, Novelty
- Cross-Competition Dampens Wood Furniture Sales
- High-Tech Designs, Health Concerns Drive Umbrella Sales
- Grills Hot at Retail
- Hybrid and Electric Models Attract New Grillers
- Attention to Style Draws New Grillers
- Promoting Year-Round Sales
- Romancing the Outdoor Life
- Expanding Distribution
- Low-Cost Imports Squeeze Domestic Manufacturers
- Market at the Mercy of the Elements
- Figure 3-4: Projected U.S. Retail Sales of Outdoor and Casual Furniture and Accessories, 2003-2008 (in millions of dollars)
- Projected Market Growth
- Sales to Reach $8 Billion by 2008
- Table 3-15: Projected U.S. Retail Sales of Outdoor and Casual Furniture and Accessories, 2003-2008 (in millions of dollars)
The Marketers
- Marketer Overview
- Hundreds of Marketers
- Four Groups of Marketers
- Diverse Companies Compete
- Regional and Niche Marketers a Vital Force
- Marketers Compete in Multiple Materials and Segments
- Leading Mass Marketers
- Leading Specialty Casual Furniture and Accessories Marketers
- Leading Specialty Retailers and Direct Marketers
- Table 4-1: Selected U.S. Marketers of Outdoor and Casual Furniture and Accessories
- The Competitive Situation
- Leaders in Outdoor Furniture and Accessories
- Table 4-2: Estimated Sales for Leading U.S Outdoor and Casual Furniture and Accessories Marketers, 2001/2002 (in millions of dollars)
- Top Barbecue Grill and Accessory Marketers
- Mass Historically a Commodity Market
- Leading Marketers Wield Production-Through-Marketing Control
- Imports Challenge Marketers at All Levels
- Manufacturers Cultivate Foreign Ties
- Capital Investment Requirements Deter Market Entry
- Competition Fierce in a Changing Industry
- Mergers and Acquisitions Frenzy Slows Down
- Shifting Attitudes, Demographics Prompt New Growth
- Synergy Between Mass and Class
- Market Follows Shifts in Economic Trends
- Technology Boosts Durability in Furniture…
- …And Perpetual Sales in Barbecue Grills
- Private Label and Partnerships
- Few Specialty Marketers Thriving in Current Economy
- Mass-Oriented Companies Moving into Specialty Arena
- Material Categories and Market Segments Increasingly Fluid
- Greater Expectations in Furniture Form and Function
- Increased Competition at High End for Grills
- Emphasizing Year-Round Use, Inside and Out
- Branding Not Yet a Major Force in Furniture…
- …But Often Critical in Grills
- Trade Promotions/Shows Adapt to Changing Times
- Waiting for the Promised Rebound
- Competitive Profile: Barlow Tyrie Limited/Barlow Tyrie, Inc.
- Company Overview
- History of Barlow Tyrie
- Ensuring a Teak Supply
- Commercial Projects Include Central Park Zoo
- New Lines Highlight Contemporary Styles, Mixed Media
- Barlow Tyrie Expands Online Services
- Competitive Profile: Char-Broil, Inc.
- (W.C. Bradley Home Leisure Group)
- Company Overview
- Char-Broil No Stranger to Accolades
- A Grill for Every Home
- New Electric Grill Right on Target
- Grill2Go Runs Hot and Cold
- Charcoal/Gas Combos the Wave of the Future
- Competitive Profile: The Coleman Company
- (American Household, Inc.)
- Company Overview
- History of Coleman
- Recent Entry to Grill Game
- Coleman, Lowe’s Ink Licensing Deal
- Wave of New Grills for 2003
- Coleman Completes the Outdoor Room
- Competitive Profile: Ethan Allen, Inc.
- Company Overview
- Company History
- CEO Honored for Vision, Innovation
- Recent Activity Focuses on Changing Lifestyles
- Company Capitalizes on the Internet
- Ethan Allen Reinvents Itself Again
- Competitive Profile: Fiskars Corp./Syroco, Inc.
- Company Overview
- Syroco Leads in Lawn & Garden Group
- Leading Outdoor and Casual Furniture Products
- Comfort Is Key…
- …But Consumers Want Style, Too
- Competitive Profile:
- Flanders Industries, Inc./Lloyd Flanders Industries, Inc.
- Company Overview
- Company History
- A Master in Resin Wicker
- Other Segments Keep on Growing, But Wicker Still King
- Lloyd Looks at Mixed Media
- Competitive Profile: Furniture Brands International/
- Lane Furniture Industries (Laneventure)
- Company Overview
- Key Product Lines
- Company Aims to Fill the Outdoor Room
- Creating the World of Outdoor Living
- Competitive Profile: Grosfillex, Inc.
- Company Overview
- Casual Furniture Focus for Outdoor Products
- Products Focus on Comfort and Safety
- Competitive Profile: Homecrest Industries, Inc.
- Company Overview
- Manufacturing Woes Under Control
- Action and Strength are Key
- Major Makeover to Celebrate Anniversary
- Website Offers “Design a Deck”
- Competitive Profile: Kingsley-Bate Ltd.
- Company Overview
- Environmental Efforts
- Comfort the Focus of New Products
- Markets and Projects
- Competitive Profile: Meadowcraft, Inc.
- Company Overview
- Meadowcraft Emerges From Bankruptcy
- Furniture Sold Through Dealers
- Benefits of Wrought Iron
- Finishes Boast Technological Advancements
- Cushions and Fabrics Constructed with Quality
- Competitive Profile: Telescope Casual Furniture, Inc.
- Company Overview and History
- Torch Passed to Next Generation
- Variety of Furniture Products Offered
- New Products Focus on Technological Innovation
- Competitive Profile: Trivest, Inc./WinsLoew Furniture, Inc.
- (Brown Jordan Co., Inc./Casual Living Worldwide)
- Company Overview
- Brown Jordan a Major Force in Specialty Sector
- CLW a Leading Private-Label Supplier
- Brown Jordan Prevails in Dispute with Former Officer
- BJI Scores Tommy Bahama Deal
- Competitive Profile: Tropitone Furniture Co., Inc./
- The Veneman Collection
- Company Overview
- Company History
- Products Sold Exclusively Through Dealers
- Expansive Product Lines Include Aluminum, Teak
- Company Wins Design Awards
- New Products for 2004
- Veneman Collection Targets High End of Market
- Basta Sole Shade Innovates in Umbrellas
- Competitive Profile: Weber-Stephen Products Co.
- Company Overview
- Website a Helping Hand for Grillers
- More Help Through Hotline, Partnerships
- From Classic Kettle to Weber Q
- Emphasis on Ease of Setup, Use
Marketing and Retail Dynamics
- Marketing Trends
- Innovation and Diversification—Still Keys to Success
- Quality and Durability Critical in Today’s Economy
- High-Cost Luxury Never Out of Style
- Mass-Oriented Marketers Target First-Time Buyers
- Specialty Marketers Cater to Other Tastes, Lifestyles
- Segmentation by Consumer Group
- Targeting Younger Consumers Through Price and Style
- Appealing to Condo and Apartment Dwellers
- Tapping into the Juvenile Furniture Market
- Targeting the Environmentally Concerned
- Segmentation Based on Lifestyle Positioning
- Breaking Down Barriers Between Inside and Out
- Trade Helps Marketers Spread the Word
- Offering Full Product Lines to Increase Add-On Sales
- Grill Popularity Drives Year-Round Use of Outdoor Room
- Expanding Distribution a Cautious Endeavor
- Working with Retailers
- Specialty Marketers Prefer Exclusivity
- Ethnographic Research Offers Hope for New Products
- New Product Trends
- Styles Aim to Capture Mood and Sense of Place
- Playing Off Environmental Awareness
- Careful Attention to Quality Frame Construction and Detail
- Deep Seating Plays to Outdoor Entertainers
- Grills Get a Facelift
- New Colors and Textures for Furniture and Grills
- Mixed-Media a Hot Trend in Furniture
- Products Offer Resistance to the Weather
- Seating Fabrics from Floral to High-Tech
- Sling Seating Still a Winner
- Cast Aluminum a Best-Seller
- Wicker Still Making Steady Gains
- Increasing Diversity of Wood Styles
- Hybrids Take the Outside In, and Vice Versa
- Larger Dining Tables a Must-Have
- Reaching Out to Apartment Dwellers
- Umbrellas Go High-Tech
- Accessories Are In
- Gas Grills Still on Top, Combo Models Rising
- New Cooking Surfaces and Methods
- Heating Devices an Emerging Segment
- Refrigerators, Coolers Essential Grill Companions
- New Products Represent Wide Range of Activity
- Table 5-1: The U.S. Outdoor and Casual Furniture Market: Selected Product Introductions, 2002 - Winter 2003
- Advertising and Promotion
- Methodology for Estimates of Consumer Advertising Expenditures
- $18 Million Spent on National Consumer Advertising
- Five Companies Account for Measured Advertising Expenditures
- Table 5-2: Marketer Shares of National Consumer Advertising for Outdoor and Casual Furniture, 2002 (percent)
- Consumer Advertising Positions Products Comfortably
- Catalogs Bring the Message Home
- Internet Presence More Important
- Consumer Promotions Not the Norm
- Intensive Trade Advertising
- Trade Shows Important for Showcasing Wares
- Growing Number of Marketers Offer In-Store Display Assistance
- Co-op Advertising
- AFMA Launches Industry-Wide Campaign
- Retail Trends
- Most Sales Are Direct
- Wholesalers Used by Smaller Marketers and Retailers
- Direct to Consumers
- Two Types of Major Outlets
- Table 5-3: Share of U.S. Outdoor and Casual Furniture Market: By Retail Outlet Type, 2001 vs. 2003 (percent)
- Mass-Market Outlets Dominate Market
- Specialty Outlets Feel Pressure from Economy, Imports
- Alternative Outlets Well Positioned to Increase in Sales
- The Role of the Internet
- Retail Focus: Mass-Market Outlets
- Winners and Losers
- Retailers Emphasize Value-Pricing and One-Stop Shopping
- Location and Display Are Often Haphazard
- Displays Grow More Sophisticated
- But Floor Space Still Scarce
- Product Assortment and Imports
- Margins Heading Lower
- Supermarkets Struggling to Compete with Leaders
- Mass-Merchants More Female Friendly
- Prices Depend on Material and Product
- Resin Pricing
- Other Material Pricing Structures
- Grill and Accessory Prices
- Casual Furniture Still a Seasonal Business
- Retailers Optimistic About Outdoor and Casual Furniture
- Rainy Spring Dampens Some Enthusiasm
- Retailer Advertising and Promotion
- Retail Focus: Specialty Outlets
- Specialty Outlets Garner One-Third of Sales
- Specialty Stores Offer Wide Product Assortment
- Pressure from Cheap Imports and Mass-Market Retailers
- Patio and Pool Stores Benefit from Increased Demand
- Barbecue Specialists Emerge
- General Household Furniture Stores Slower to Rally
- Average Space Allotted Varies on Store’s Emphasis
- Product Assortment Often Limited
- Brown Jordan Among Popular Brands Carried
- Margins Low for Specialty Resin, Improving for Other Products
- Location and Display a Function of Selling
- Select In-Store Offerings, But Limitless Custom-Order Opportunities
- Other Merchandising Strategies Based on Price, Season
- Pricing Depends on Outlet, Material, and Product
- Seasonal Business Depends on Location and Store’s Focus
- Specialty Retailers Focused on Service and Quality
- Advertising and Promotion Activity Is Common
The Consumer
- Consumer Overview:
- Recent Purchasers of Lawn/Porch Furniture
- The Simmons Survey System
- 9% of Adults Are Recent Purchasers
- Income Is Top Indicator for Lawn/Porch Furniture Purchasing
- The Kid Factor
- The Regional Factor
- Table 6-1: Demographic Characteristics Favoring Household Purchase of Lawn/Porch Furniture in Last 12 Months, 2003 (U.S. adults)
- Table 6-2: Top Consumer Indices for Household Purchasing of Lawn/Porch Furniture in Last 12 Months: By Expenditure Level, 2003 (U.S. adults)
- Consumer Focus: Recent Purchasers of Lawn/Porch
- Furniture by Expenditure Level
- Largest Block Spend $50-$149
- Northeastern Skew for Heavier Spenders
- Figure 6-1: Number of Adults Reporting Household Purchasing of Lawn/Porch Furniture in Last 12 Months: By Expenditure Level, 2003 (in thousands)
- Table 6-3: Demographic Characteristics Favoring Household Purchase of Lawn/Porch Furniture in Last 12 Months by Expenditure Level: $1,000 or More, 2003 (U.S. adults)
- Table 6-4: Demographic Characteristics Favoring Household Purchase of Lawn/Porch Furniture in Last 12 Months by Expenditure Level: $500-$999, 2003 (U.S. adults)
- Table 6-5: Demographic Characteristics Favoring Household Purchase of Lawn/Porch Furniture in Last 12 Months by Expenditure Level: $250-$499, 2003 (U.S. adults)
- Table 6-6: Demographic Characteristics Favoring Household Purchase of Lawn/Porch Furniture in Last 12 Months by Expenditure Level: $150-$249, 2003 (U.S. adults)
- Table 6-7: Demographic Characteristics Favoring Household Purchase of Lawn/Porch Furniture in Last 12 Months by Expenditure Level: $50-$149, 2003 (U.S. adults)
- Table 6-8: Demographic Characteristics Favoring Household Purchase of Lawn/Porch Furniture in Last 12 Months by Expenditure Level: Under $50, 2003 (U.S. adults)
- Table 6-9: Top Consumer Indices for Household Purchasing of Lawn/Porch Furniture in Last 12 Months: By Expenditure Level, 2003 (U.S. adults)
- Consumer Focus: Recent Purchasers of Outdoor Grills
- Income Is Top Indicator for Outdoor Grill Purchasing
- Income and Kids Are Top Factors
- Table 6-10: Demographic Characteristics Favoring Household Purchase of Outdoor Grill in Last 12 Months (U.S. adults)
Looking Ahead
- Trends & Opportunities
- Slow Economy a Potential Plus
- Bigger Pieces for Bigger People
- Fewer Flowery Fabrics
- Mixed Media Keeps Prices Low, Boosts Resin Reputation
- Grills Continue Beyond Basic Black Box
- Technology Still Critical
- Style to Become a Major Factor
- Masculine Fabrics, Feminine Grills?
- Outdoor Appliances Poised for Growth
- Mergers, Partnerships Cross the Line
- Appendix: Addresses of Selected Marketers

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