Table of Contents
Executive Summary
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- Top takeaways
- Impact of COVID-19 on tableware
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on tableware, April 2021
- Opportunities and challenges
- Position tableware as a way to treat yourself
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- Figure 2: Reasons for purchasing tableware, January 2021
- The “can’t see it, won’t buy it” mentality challenges retailers to get creative
- Create layered shopping experience with emerging technology
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- Figure 3: Select shopping attitudes and behaviors toward tableware, by generation, January 2021
- Offer alternative ownership options
The Market – Key Takeaways
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- The need to convey value heightens amid down economy
- Align tableware with sustainable lifestyle ambitions
- Rental concepts offer a new opportunity
Market Factors
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- Learnings from the Great Recession
- Home market trends bode well for tableware
- Shifts in household types impact demand for tableware
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- Figure 4: Households by detailed type, 2010 and 2020
- Marriage delays and declines pose shift in gift registries
Market Opportunities
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- Promote sustainable lifestyles through tableware investment
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- Figure 5: Ekobo, October 2020
- Explore alternative ownership options
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- Figure 6: Rent the Runway/West Elm partnership, March 2020
- Prepare for potential resurgence of at-home entertaining
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- Figure 7: Anthropology, February 2021
Companies and Brands – Key Takeaways
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- Evolve the tableware shopping experience
- Circular economy plays a role in tableware market
Competitive Strategies
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- Create interactive and immersive retail experiences
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- Figure 8: The Table at Crate, April 2020
- Circular economy could gain ground in tableware
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- Figure 9: Method of acquiring tableware, any pre-owned (net), January 2021
The Consumer – Key Takeaways
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- Universal penetration reflects category challenges
- Shifts in registry trends reflected in acquisition
- Mass merchandisers attract convenience-minded shoppers
- Visual inspection required
- Tableware can serve as reflection of personal style
Tableware Ownership
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- Align tableware with home décor to boost engagement and growth
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- Figure 10: Repertoire of tableware ownership, January 2021
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- Figure 11: Tableware ownership, February 2020 and January 2021
- Apply eco-friendly principals to drive appeal among younger generations
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- Figure 12: Tableware ownership, by generation, January 2021
- Love and marriage and tableware
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- Figure 13: Select tableware ownership, by marital status, January 2021
Method of Acquiring Tableware
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- Most items purchased new for themselves
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- Figure 14: Method of acquiring tableware, January 2021
- Wedding registry trends impact tableware acquisition
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- Figure 15: Received tableware new as a gift from a gift registry, by marital status, January 2021
Reasons for Purchasing Tableware
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- Replacement drives most purchases providing stable baseline
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- Figure 16: Reasons for purchasing tableware, January 2021
- Fuel impulse purchases among Millennials with affordable, style-focused offerings
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- Figure 17: Select reasons for purchasing tableware, by generation, January 2021
- Parents, single shoppers more impulsive than others
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- Figure 18: Purchase to treat themselves, by parental and marital status, January 2021
- Position tableware alongside home projects
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- Figure 19: Select reasons for purchasing tableware, by major life changes in the next year, January 2021
Retailers Shopped for Tableware and Method of Shopping
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- Convenience prompts consumers to shop mass merchandisers more than home furnishing retailers
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- Figure 20: Retailers shopped for tableware, any method (net), January 2021
- In-store shopping preferred, but many will shop online when necessary
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- Figure 21: Retailers shopped for tableware, by channel, January 2021
- Younger shoppers gravitate toward mass
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- Figure 22: Mass merchandisers shopped, by generation, January 2021
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- Figure 23: Target, January 2021
- Less affluent seek out deals at mass merchandisers
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- Figure 24: Select retailers shopped, any method (net), by income, January 2021
Shopping Attitudes and Behaviors
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- If they can’t see it, many won’t buy it
- Quality: consumers seek value in purchase
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- Figure 25: Shopping attitudes and behaviors toward tableware, January 2021
- Generational divide in shopping behaviors
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- Figure 26: Select shopping attitudes and behaviors toward tableware, by generation, January 2021
Tableware Attitudes and Behaviors
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- Style and versatility: consumers want both
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- Figure 27: Tableware attitudes and behaviors, January 2021
- Gen Z opt for convenience; Millennials seek versatility and style
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- Figure 28: Select tableware attitudes and behaviors, by generation, January 2021
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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