Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Overview
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- Figure 1: Total US sales of patio and outdoor furniture, at current prices, 2013-17
- The issues
- Shrinking space outdoors
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- Figure 2: Median lot size and median house size of new single-family houses sold excluding condominiums, 2007-16
- Casual attitude can discourage active engagement
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- Figure 3: Usage of outdoor space, April 2018
- The opportunities
- Going outdoors is enjoyable…
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- Figure 4: Attitudes toward the outdoors, April 2018
- …and can happen all year
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- Figure 5: Attitudes toward seasonality, April 2018
- There’s always room for improvement
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- Figure 6: Improvements to outdoor spaces, April 2018
- Digital and physical experiences inspire
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- Figure 7: Sources of inspiration, April 2018
- What it means
The Market – What You Need to Know
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- Consistent growth for outdoor furniture
- High-priced items dominate market
- Outdoor spend may be limited
- Expanding outdoor opportunities
Market Size
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- Patio and outdoor furniture reaches $4.7 billion
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- Figure 8: Total US sales of patio and outdoor furniture, at current prices, 2013-17
Market Breakdown
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- Dining sets still dominate outdoor market
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- Figure 9: Total US sales of patio and outdoor furniture, by product share, 2017
- Figure 10: Total US sales of patio and outdoor furniture, by product, 2016-17
- Department and home stores popular, direct-to-consumer growing
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- Figure 11: Total US sales of patio and outdoor furniture, by retail channel share, 2017
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- Figure 12: Total US sales of patio and outdoor furniture, by retail channel, 2016-17
Market Factors
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- Homeownership on the decline…
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- Figure 13: Homeownership rate, 2006-16
- …along with lot size
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- Figure 14: Median lot size and median house size of new single-family houses sold excluding condominiums, 2007-16
- Household dynamics shifting
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- Figure 15: Share of family and non-family households, 2007-17
- Major outdoor projects add up
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- Figure 16: Median cost of additions and improvements to outdoor projects, by type of project, 2015
Market Perspective
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- Millennials want an upgrade
- Birthday, casual parties popular
- Eight in 10 own a grill
- Blurring the outdoors and indoors
- Pest problems could limit time outdoors
- Accessory units on property
- Social media used to inspire
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- Figure 17: Daily social media usage, April 2018
Key Trends – What You Need to Know
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- Keep it casual…
- …and stay away from costly
- One foot in the future, one in the past
What’s Working?
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- Personalization a priority
- The impact of home improvement shows
- Experts giving ideas
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- Figure 18: Target ad “Outdoor Entertaining with Camille Styles,” June 2017
- Keep it casual
- Carving out a new outdoor sales holiday
- The games keep coming
- Helping the plants grow
- Expanding the garden
- Improving gardens with compost
What’s Struggling?
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- Fancy can’t compete with fun
- High maintenance makes some elements difficult
What’s Next?
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- Further blurring of indoor and outdoor
- Space for outdoor entertaining
- Push for farmhouse aesthetic
- Smart tech heading outside
- Sustainable actions stepping up
The Consumer – What You Need to Know
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- Outdoors dominated by lawns
- Establishing a gathering place
- Not much needed to enjoy the outdoors
- Value, comfort convince potential buyers
- In-person experience still important to outdoor shoppers
- Improvement is a regular desire
- Keep the fun going all year
- Lines blurred between inside and outside
- Using the outdoors as an escape
- Segmenting adults with outdoor spaces reveals opportunities
Outdoor Spaces
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- Key opportunity
- Personal spaces shape usage
- Lawns lead to relaxation
- Patios for socializing
- Gardens for design
- Other spaces not for everyone
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- Figure 19: Outdoor spaces, April 2018
- Parents able to take up more space
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- Figure 20: Outdoor spaces – Select items, by parental status, April 2018
Outdoor Furniture
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- Key opportunity
- The beauty of sitting
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- Figure 21: Ownership of outdoor furniture, April 2018
- Potential lies in most outdoor furniture
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- Figure 22: Potential ownership of outdoor furniture, April 2018
- Men want to kick their feet up
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- Figure 23: Ownership of outdoor furniture – Select items, by gender, April 2018
- Older adults content with the basics
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- Figure 24: Ownership of outdoor furniture, by gender, April 2018
Usage of Outdoor Space
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- Key opportunity
- Entertaining, relaxing motivate outdoor time
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- Figure 25: Usage of outdoor space, April 2018
- Soaking in the outdoors comes more with age
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- Figure 26: Usage of outdoor space – Select items, by age, April 2018
- Colder regions take advantage of outdoors when available
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- Figure 27: Usage of outdoor space – Select items, by census region, April 2018
Why Buy for the Outdoors?
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- Key opportunity
- Usage more essential than flash
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- Figure 28: Reasons to buy for the outdoors, April 2018
- Women look at the big picture
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- Figure 29: Reasons to buy for the outdoors – Select items, by gender, April 2018
- Midwesterners accept replacement
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- Figure 30: Reasons to buy for the outdoors – Select items, by census region, April 2018
Sources of Inspiration
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- Key opportunity
- New ideas come from familiar places
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- Figure 31: Sources of inspiration, April 2018
- Men trust the familiar, women look online
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- Figure 32: Sources of inspiration, by gender, April 2018
- Lack of familiarity keeps young adults open
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- Figure 33: Sources of inspiration, by age, April 2018
- Hispanics drawn to people, Black adults go traditional
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- Figure 34: Sources of inspiration, by race and Hispanic origin, April 2018
Improvements to Outdoor Spaces
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- Key opportunity
- Always something to improve
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- Figure 35: Improvements to outdoor spaces, April 2018
- Young adults look to the future
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- Figure 36: Improvements to outdoor spaces, by age, April 2018
- Parents see room for improvement
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- Figure 37: Improvements to outdoor spaces, by parental status, April 2018
Attitudes toward Seasonality
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- Key opportunity
- Blurred seasons lead to year-long use
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- Figure 38: Attitudes toward seasonality, April 2018
- Guys just wanna have fun outdoors
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- Figure 39: Attitudes toward seasonality, by gender, April 2018
- Warmer regions get people outside all year
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- Figure 40: Attitudes toward seasonality, by census region, April 2018
- Parents extend outdoor fun
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- Figure 41: Attitudes toward seasonality, by parental status, April 2018
Connection to Outdoor Spaces
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- Key opportunity
- Outdoor spaces are just as important as indoor ones
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- Figure 42: Connection to outdoor spaces, April 2018
- Children assist outdoor connection
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- Figure 43: Connection to outdoor spaces, by parental status, April 2018
Attitudes toward the Outdoors
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- Key opportunity
- Outdoor spaces are important, and fun
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- Figure 44: Attitudes toward the outdoors, April 2018
- Urban, rural dwellers seek escape outdoors
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- Figure 45: Attitudes toward the outdoors, by living area, April 2018
- Garden, pool users get the most out of the outdoors
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- Figure 46: Attitudes toward the outdoors, by type of outdoor space, April 2018
Consumer Segmentation
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- Factors
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- Figure 47: Consumer segmentation, April 2018
- Excited Explorers (29%)
- Demographics
- Characteristics
- Opportunities
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- Figure 48: Consumer segmentation – Excited Explorers, by demographics, April 2018
- Cautious Curmudgeons (26%)
- Demographics
- Characteristics
- Opportunities
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- Figure 49: Consumer segmentation – Cautious Curmudgeons, by demographics, April 2018
- Motivated Minors (25%)
- Demographics
- Characteristics
- Opportunities
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- Figure 50: Consumer segmentation – Motivated Minors, by demographics, April 2018
- Spirited Seasonalists (19%)
- Demographics
- Characteristics
- Opportunities
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- Figure 51: Consumer segmentation – Spirited Seasonalists, by demographics, April 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
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