866-997-4948(US-Canada Toll Free)

Outdoor Entertaining - US - February 2017

Published By :

Mintel

Published Date : Feb 2017

Category :

Lifestyle

No. of Pages : N/A

A desire to socialize, coupled with enjoyment for hosting others motivates 71% of adults with outdoor space to entertain guests outdoors. Growth in adjacent markets such as outdoor furniture and grills bodes well for the future of outdoor entertaining since the vast majority of outdoor entertainers prefer hosting informal events such as casual barbeques. Younger adults, homeowners, parents, and more-affluent adults are the most likely to entertain guests outdoors and, therefore, are key to growing the market.

Table of Content

OVERVIEW

What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Some with outdoor space don’t host
Figure 1: Outdoor living space and number of events hosted in the last three years, November 2016
More structured, planned events are uncommon
Figure 2: Outdoor events hosted in the last three years, November 2016
Concerns over the perceptions of outdoor space
Figure 3: Attitudes toward outdoor spaces, November 2016
The opportunities
Focus on key segments and growing population of most likely hosts
Figure 4: Hosted any outdoor events in the last three years, by key demographics, November 2016
Parents are key outdoor entertainers
Figure 5: Outdoor events hosted in the last three years, by parental status, November 2016
Innovations easing the stress
Figure 6: Attitudes toward online inspiration and concerns – Any agree, November 2016
What it means

THE MARKET – WHAT YOU NEED TO KNOW
The best hosts host the most
Prioritizing relaxation helps outdoor markets
Populations growing into outdoor entertainers

THE OUTDOOR ENTERTAINER
Who is the outdoor entertainer?
Figure 7: Outdoor living space and number of events hosted in the last three years, November 2016
Figure 8: Hosted at least five types of outdoor events, by key demographics, November 2016

MARKET PERSPECTIVE
Outfitting the backyard
All segments of outdoor furniture growing
Main reason to purchase outdoor furniture is for outdoor entertaining
Grilling and barbecuing continues to grow
Taking care of the lawn and garden adds value
Bringing meat to the party

MARKET FACTORS
People enjoy hosting others at their home
Figure 9: Enjoyment of entertaining – Agree, August 2011-August 2016
Population of adults aged 25-44 to grow over the next five years
Figure 10: Population of adults aged 18+, by age, 2012-22
Millennials starting to have children
Figure 11: Mean age of mother, by live birth order, United States, 2014
Hispanic population growing
Figure 12: Population by Hispanic origin, 2012-22
Figure 13: Number of households, by Hispanic origin of householder, 2006 and 2016
Most people live in stand-alone, single-family homes
Figure 14: US housing, by number of units in structure, 2015

KEY PLAYERS – WHAT YOU NEED TO KNOW
Extending the opportunities
Making it more fun to host
Lavish events aren’t for the outdoors
New tech drives new parties

WHAT’S WORKING?
Bringing summer vibes to winter cold
Make it warm and cozy
Extend day into night
The joys of DIY
Social media inspires outdoor entertainers
Outdoor/home improvement retailers may serve as sources for creativity
Hosting without the hassle
Hiring help for the cleanup
Keeping the event relaxed
Keeping outdoor events environmentally friendly

WHAT’S STRUGGLING?
Aspirational, not practical
Paper invites are not worth the effort
The dangers of mosquito-borne illnesses

WHAT’S NEXT?
Digital planning and help with hosting
Arranging an outdoor party virtually
Figure 15: Wayfair Next: Patio Playground Trailer, August 2016
The evolution of party planning apps
Brands joining the party
Populating the party with new equipment
The benefits of comfortable, durable furniture
Digital projectors turn backyards into movie theaters
Updates on the tried and true
Setting the tone for outdoor parties
Music needs to be heard outside
Keeping kids interested
Trying out new events

THE CONSUMER – WHAT YOU NEED TO KNOW
Almost everyone has an outdoor space
Informal events are the most popular
Refreshing guests with food and drinks essential
Online sources used widely
More hosts comfortable with their outdoor space
Stress doesn’t stop outdoor entertainers

OUTDOOR ENTERTAINING SPACES
Majority of people have yards
Figure 16: Outdoor living/entertaining spaces, November 2016
Older consumers more likely to have larger spaces
Figure 17: Outdoor living/entertaining spaces – Select items, by age, November 2016
Affluent consumers are significantly more likely to have outdoor space
Figure 18: Outdoor living/entertaining spaces, by household income, November 2016
Parents need outdoor spaces for their kids
Figure 19: Outdoor living/entertaining spaces, by parental status, November 2016
White consumers significantly more likely to have outdoor space
Figure 20: Outdoor living/entertaining spaces – Select items, by race/Hispanic origin, November 2016

TYPES OF OUTDOOR EVENTS HOSTED
Informal events get the most people outside
Figure 21: Outdoor events hosted in the last three years, November 2016
Older consumers less likely to entertain outside
Likelihood of hosting outdoor birthday parties decreases with age
Figure 22: Birthday parties hosted outdoors in the last three years, by age, November 2016
Informal gatherings more consistent
Figure 23: Informal outdoor events hosted in the last three years, by age, November 2016
More money, more parties
Figure 24: Informal outdoor events hosted in the last three years, by household income, November 2016
Parents are key to hosting
Figure 25: Outdoor events hosted in the last three years, by parental status, November 2016
Significant racial/ethnic differences in types of events
White hosts take informal approach
Hispanics tend to host events surrounding family
Black consumers least likely to host any events
Figure 26: Outdoor events hosted in the last three years – Select items, by race/Hispanic origin, November 2016

OUTDOOR ENTERTAINING PURCHASES
Food and drinks most important when preparing for an outdoor event
Figure 27: Purchases made for outdoor events, November 2016
Older hosts more likely to prepare their own food
Figure 28: Food purchases made for outdoor events, by age, November 2016
Decorating outdoor spaces more interesting to a younger crowd
Figure 29: Decorations and reusable outdoor item purchases made for outdoor events, by age, November 2016
Food and drink purchases vary by race
Figure 30: Purchases for outdoor events, by race and Hispanic origin, November 2016
Regardless of event type, food to prepare is most popular purchase
Informal events need mostly food and drinks
Formal event hosts purchase a wider variety of items
Figure 31: Purchases for outdoor events, by type of event, November 2016

WHERE SUPPLIES ARE PURCHASED
Mass merchandisers dominate for outdoor entertaining purchases
Figure 32: Where supplies are purchased, November 2016
Younger consumers look for savings
Flocking to mass merchandisers
55+ shop most at grocery stores
Figure 33: Where supplies are purchased, by age, November 2016
Larger events require multiple retailers
Figure 34: Where supplies are purchased, by type of event, November 2016

OUTDOOR ENTERTAINING ACTIVITIES
Everyone loves a good cookout
Figure 35: Outdoor entertaining activities, November 2016
Women more likely to socialize, men more likely to watch
Figure 36: Outdoor entertaining activities, by gender, November 2016
Younger outdoor event hosts enjoy more active experiences
Figure 37: Outdoor entertaining activities, by age, November 2016
Keeping kids engaged important for parents
Figure 38: Outdoor entertaining activities, by parental status, November 2016

ATTITUDES TOWARD ONLINE INSPIRATION
Hosts agree that they get inspired by online sources
Figure 39: Use of online resources for inspiration, November 2016
The likelihood of online inspiration increases for younger hosts
Figure 40: Use of online resources for inspiration – Agree, by age, November 2016
Parents LOVE online
Figure 41: Use of online resources for inspiration, by parental status, November 2016
Hispanics enjoy checking online sources for ideas
Figure 42: Use of online resources for inspiration – Agree, by Hispanic origin, November 2016

ATTITUDES TOWARD OUTDOOR SPACES
Most people satisfied with their outdoor spaces
Figure 43: Attitudes toward outdoor spaces, November 2016
Comfort over style, especially when older
Older consumers more content with their spaces
Younger consumers see their spaces as more stylish but in need of work
Figure 44: Attitudes toward outdoor spaces – Agree, by age, November 2016
More affluent people more comfortable with their outdoor spaces
Figure 45: Attitudes toward outdoor spaces – Agree, by household income, November 2016
Parents happy, but aspirational
Figure 46: Attitudes toward outdoor spaces – Agree, by parental status, November 2016

ATTITUDES TOWARD OUTDOOR ENTERTAINING
Outside preferred to the inside for hosts
Figure 47: Attitudes toward indoor and outdoor entertaining, November 2016
Dads more worried than moms
Figure 48: Outdoor entertaining concerns – Agree, by gender and parental status, November 2016
The younger the host, the more conscious they are of others
Figure 49: Outdoor entertaining concerns – Agree, by age, November 2016
Parents concerned over children’s enjoyment and safety
Figure 50: Outdoor entertaining concerns – Agree, by parental status, November 2016
Hispanics worried more
Figure 51: Outdoor entertaining concerns – Agree, by Hispanic origin, November 2016

CONSUMER SEGMENTATION
Factors
Figure 52: Outdoor entertainer segments, November 2016
Segment 1: Single Minglers (23%)
Demographics
Characteristics
Opportunities
Segment 2: Urban Upstagers (21%)
Demographics
Characteristics
Opportunities
Segment 3: Bashful Bargainers (20%)
Demographics
Characteristics
Opportunities
Segment 4: Easy-going Experts (19%)
Demographics
Characteristics
Opportunities
Segment 5: Retired Recliners (17%)
Demographics
Characteristics
Opportunities

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms

List of Table

NA

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title *
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *