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PATIO AND BACKYARD LIVING - US - JULY 2018

Published By :

Mintel

Published Date : Jul 2018

Category :

Lifestyle

No. of Pages : N/A

Outdoor spaces are perceived as places of relaxation for most adults. Although outdoor décor is influenced by DIY culture and personalization, most consumers seek functionality over style or flair. The market continues to grow as advancements in comfort and durability keep outdoor improvements in the peripheral view of most adults all year.

Table of contents
OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Overview
Figure 1: Total US sales of patio and outdoor furniture, at current prices, 2013-17
The issues
Shrinking space outdoors
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
Figure 3: Usage of outdoor space, April 2018
The opportunities
Going outdoors is enjoyable…
Figure 4: Attitudes toward the outdoors, April 2018
…and can happen all year
Figure 5: Attitudes toward seasonality, April 2018
There’s always room for improvement
Figure 6: Improvements to outdoor spaces, April 2018
Digital and physical experiences inspire
Figure 7: Sources of inspiration, April 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Consistent growth for outdoor furniture
High-priced items dominate market
Outdoor spend may be limited
Expanding outdoor opportunities
MARKET SIZE
Patio and outdoor furniture reaches $4.7 billion
Figure 8: Total US sales of patio and outdoor furniture, at current prices, 2013-17
MARKET BREAKDOWN
Dining sets still dominate outdoor market
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
Figure 11: Total US sales of patio and outdoor furniture, by retail channel share, 2017
Figure 12: Total US sales of patio and outdoor furniture, by retail channel, 2016-17
MARKET FACTORS
Homeownership on the decline…
Figure 13: Homeownership rate, 2006-16
…along with lot size
Figure 14: Median lot size and median house size of new single-family houses sold excluding condominiums, 2007-16
Household dynamics shifting
Figure 15: Share of family and non-family households, 2007-17
Major outdoor projects add up
Figure 16: Median cost of additions and improvements to outdoor projects, by type of project, 2015
MARKET PERSPECTIVE
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
Figure 17: Daily social media usage, April 2018
KEY TRENDS – WHAT YOU NEED TO KNOW
Keep it casual…
…and stay away from costly
One foot in the future, one in the past
WHAT’S WORKING?
Personalization a priority
The impact of home improvement shows
Experts giving ideas
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?
Fancy can’t compete with fun
High maintenance makes some elements difficult
WHAT’S NEXT?
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
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
Key opportunity
Personal spaces shape usage
Lawns lead to relaxation
Patios for socializing
Gardens for design
Other spaces not for everyone
Figure 19: Outdoor spaces, April 2018
Parents able to take up more space
Figure 20: Outdoor spaces – Select items, by parental status, April 2018
OUTDOOR FURNITURE
Key opportunity
The beauty of sitting
Figure 21: Ownership of outdoor furniture, April 2018
Potential lies in most outdoor furniture
Figure 22: Potential ownership of outdoor furniture, April 2018
Men want to kick their feet up
Figure 23: Ownership of outdoor furniture – Select items, by gender, April 2018
Older adults content with the basics
Figure 24: Ownership of outdoor furniture, by gender, April 2018
USAGE OF OUTDOOR SPACE
Key opportunity
Entertaining, relaxing motivate outdoor time
Figure 25: Usage of outdoor space, April 2018
Soaking in the outdoors comes more with age
Figure 26: Usage of outdoor space – Select items, by age, April 2018
Colder regions take advantage of outdoors when available
Figure 27: Usage of outdoor space – Select items, by census region, April 2018
WHY BUY FOR THE OUTDOORS?
Key opportunity
Usage more essential than flash
Figure 28: Reasons to buy for the outdoors, April 2018
Women look at the big picture
Figure 29: Reasons to buy for the outdoors – Select items, by gender, April 2018
Midwesterners accept replacement
Figure 30: Reasons to buy for the outdoors – Select items, by census region, April 2018
SOURCES OF INSPIRATION
Key opportunity
New ideas come from familiar places
Figure 31: Sources of inspiration, April 2018
Men trust the familiar, women look online
Figure 32: Sources of inspiration, by gender, April 2018
Lack of familiarity keeps young adults open
Figure 33: Sources of inspiration, by age, April 2018
Hispanics drawn to people, Black adults go traditional
Figure 34: Sources of inspiration, by race and Hispanic origin, April 2018
IMPROVEMENTS TO OUTDOOR SPACES
Key opportunity
Always something to improve
Figure 35: Improvements to outdoor spaces, April 2018
Young adults look to the future
Figure 36: Improvements to outdoor spaces, by age, April 2018
Parents see room for improvement
Figure 37: Improvements to outdoor spaces, by parental status, April 2018
ATTITUDES TOWARD SEASONALITY
Key opportunity
Blurred seasons lead to year-long use
Figure 38: Attitudes toward seasonality, April 2018
Guys just wanna have fun outdoors
Figure 39: Attitudes toward seasonality, by gender, April 2018
Warmer regions get people outside all year
Figure 40: Attitudes toward seasonality, by census region, April 2018
Parents extend outdoor fun
Figure 41: Attitudes toward seasonality, by parental status, April 2018
CONNECTION TO OUTDOOR SPACES
Key opportunity
Outdoor spaces are just as important as indoor ones
Figure 42: Connection to outdoor spaces, April 2018
Children assist outdoor connection
Figure 43: Connection to outdoor spaces, by parental status, April 2018
ATTITUDES TOWARD THE OUTDOORS
Key opportunity
Outdoor spaces are important, and fun
Figure 44: Attitudes toward the outdoors, April 2018
Urban, rural dwellers seek escape outdoors
Figure 45: Attitudes toward the outdoors, by living area, April 2018
Garden, pool users get the most out of the outdoors
Figure 46: Attitudes toward the outdoors, by type of outdoor space, April 2018
CONSUMER SEGMENTATION
Factors
Figure 47: Consumer segmentation, April 2018
Excited Explorers (29%)
Demographics
Characteristics
Opportunities
Figure 48: Consumer segmentation – Excited Explorers, by demographics, April 2018
Cautious Curmudgeons (26%)
Demographics
Characteristics
Opportunities
Figure 49: Consumer segmentation – Cautious Curmudgeons, by demographics, April 2018
Motivated Minors (25%)
Demographics
Characteristics
Opportunities
Figure 50: Consumer segmentation – Motivated Minors, by demographics, April 2018
Spirited Seasonalists (19%)
Demographics
Characteristics
Opportunities
Figure 51: Consumer segmentation – Spirited Seasonalists, by demographics, April 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms

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