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The U.S. Outdoor and Casual Furniture Market


Attention: There is an updated edition available for this report.

This all-new Packaged Facts report on the outdoor and casual furniture market, whose U.S. shipments alone currently exceed $2 billion, 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. The report examines in detail the trends affecting market size and growth and offers sales projections through 2006. Coverage includes marketer and brand shares as well as marketing, distribution, and retail trends. New product introductions are increasingly important to this market, and the report focuses on the diversity of products marketed and highlights marketing and new product trends. The report also emphasizes major competitors in this industry, including Barlow Tyrie, Inc., Syroco, Inc., and Bemis Manufacturing Co., Inc., as well as specialty manufacturers such as Trivest, Inc. and O.W. Lee Co., Inc., and explores consumer usage rates, brand preferences, and demographics, based on Simmons Market Research Bureau data.


Scope And Methodology

Market Parameters

This Packaged Facts study examines the U.S. retail market for outdoor and casual furniture, also referred to as lawn and porch furniture. Items covered include seating products (chairs, love seats, settees, benches, stools, and ottomans), tables, cushions, and umbrellas. Non-umbrellas items that are constructed of metal, plastic, wicker/rattan and wood are included. Umbrellas of a variety of materials are included. Products not covered within the scope of this report include: hammocks, party tents, pool supplies, saunas, Barbeques / grills, other outdoor food/beverage equipment, outdoor lighting products and fireplaces, outdoor tableware, camping equipment, fountains and ponds, garden statuary, and other outdoor decor, and planters.

Report Methodology

The information contained in this report was obtained from both primary and secondary research. Primary research entailed consultation with industry sources and on-site examination of the retail milieu. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Figures provided on national consumer advertising expenditures are based on data (copyright 2000) from CMR, a Taylor Nelson Sofres company. The analysis of consumer demographics primarily derives from the Simmons Market Research Bureau (New York, NY) spring 2001 consumer survey, based on 25,030 respondents.

Press Release

In Spite of Deflated Economy, Sales of Outdoor Furniture Grow To $3 Billion

New York, April 1/PRNewswire - A multitude of factors have combined to create a steadily growing market for outdoor and casual furniture despite the nation’s recent economic woes. According to , a newly published Packaged Facts report available at MarketResearch.com, the compound annual growth rate for the outdoor and casual furniture market is estimated at over 8% for the period from 1997-2001. Contributing to this steady growth are increased housing start levels, nesting trends emerging in U.S. society, advancements made in the products themselves, and increased attention among retailers to the product category.

Housing start levels are an especially strong predictor of outdoor and casual furniture market performance as new homebuyers are more likely to set up an outdoor living area. With housing start levels strong since 1998, sales of casual furniture can be expected to mirror this growth. Not only are people continuing to buy homes, but they are also spending more time in their homes. With “nesting” and personal security high on many Americans’ agendas, investments in improving the home have taken on a new importance.

“People have found a renewed sense of comfort in the home,” said Meg Hargreaves, VP of Research Publishing for MarketResearch.com. “It follows that as Americans make improvements to this newly important home environment, products in the outdoor and casual furniture market will benefit.”

The U.S. Outdoor and Casual Furniture Market provides detailed information about consumer demographics, as well as distribution and marketing trends, product development, and emerging promotional campaigns. The report also includes historical sales data, as well as market projections through the year 2005.

  • Executive Summary
    • Scope And Methodology
      • Market Parameters
      • Report Methodology
    • The Market
      • Five Product Categories
      • Three Types Of Products
      • Data On Manufacturers' Shipments
      • Retail Market Reaches $3 Billion In 2001
        • Table U.S. Retail Sales Of Outdoor And Casual Furniture, 1997-2006 (In Millions Of Dollars)
      • Metal And Plastic Categories Exceed $1 Billion
      • The Role Of The Economy
      • Housing Start Trends
      • More Time At Home
      • Sales To Reach $4 Billion By 2006
    • The Marketers
      • Hundreds Of Marketers
      • Leading Mass Marketers
      • Leading Specialty Casual Furniture Marketers
      • Mass Marketers Use Mergers And Acquisitions To Strengthen Positions
      • Influx Of Imports Intensifies
    • Marketing Dynamics
      • Innovation And Diversification Are Name Of The Game
      • Marketers Emphasizing Quality, Fashion, And Durability
      • Mass-Oriented Marketers Target First-Time Buyers
      • Catering To Specific Consumer Tastes Is Key Appeal In Specialty Market
      • Styles For a Spectrum Of Tastes
      • Playing Off Environmental Awareness
      • $6 Million Spent On National Consumer Advertising
    • Retail Dynamics
      • Mass-Market Share At 53%
      • The Internet As Catalyst
      • Wal-Mart Improves Outdoor And Casual Furniture Department
    • The Consumer
      • 8% Of U.S. Households Purchase Lawn/Porch Furniture
      • Larger And Affluent Households Are Prime Consumers
      • 3% Of U.S. Households Add Outdoor Decks/Porches/Patios
      • Higher Rates For Households With Kids
      • 12.5% Of Five-Or-More Person Households Are Recent Purchasershousehold Size
      • Age 35-44 Bracket Are The Big Spenders
  • The Market
    • Product Overview
      • Scope Of Report
      • Five Product Categories
      • Products Not Covered
      • Three Types Of Products
      • Seating Products: Five Forms
      • Chairs
      • Love Seats And Settees
      • Other Seating Products: Benches, Stools, And Ottomans
      • Cushions
      • Tables: Several Styles
      • Umbrellas: Components And Variations
      • Four Major Product Materials: Metal, Plastic, Wicker/Rattan, Wood
      • Metal: Two Major Segments
      • Plastic: Two Major Segments
      • Wicker/Rattan
      • Wood
      • Two Distribution Classes: Mass And Specialty
    • Market Size And Composition
      • Data On Manufacturers' Shipments
        • Table Furniture And Related Products: Value Of U.S. Manufacturers' Shipments, Inventories, And New Orders, 1995-2000
        • Table Metal Porch, Lawn, Outdoor, And Casual Furniture: Value Of U.S. Manufacturers' Shipments, 1997-1999
      • Retail Sales Difficult To Quantify
      • Retail Market Reaches $3 Billion In 2001
        • Table U.S. Retail Sales Of Outdoor And Casual Furniture, 1997-2001 (In Millions Of Dollars)
      • Metal And Plastic Categories Exceed $1 Billion
        • Table U.S. Retail Sales Of Outdoor And Casual Furniture By Category, 2001 (In Millions Of Dollars)
      • Metal At 43% Of Market
      • Sales Strongest In Spring And Summer
      • Mass Outlets At 53% Of Market
      • Midwest The Prime Region
        • Table U.S. Household Expenditures On Lawn/Porch Furniture In Last 12 Months: Consumer Indices By Region, 2001
    • Factors To Market Growth
      • The Role Of The Economy
      • Housing Start Trends
        • Table U.S. New Privately Owned Housing Starts, 1991-2001 (In Thousands)
      • Housing Resales Recoup In January 2002
      • Home Renovations Emphasize Outdoor Spaces
      • More Time At Home
      • Blurring Of Indoors And Out
      • Product Innovations And Accessories Add Appeal
      • Durability And Style Represent Added Value
      • Products Appeal To Wide Range Of Budgets
      • Aluminum Options Spur Metal Category
      • Upgraded Resin Appeals To Buyers
      • Wicker/Rattan Gaining From Home Decorating Trends
      • Traditional Wicker Facing Competition From Resin Wicker-Weave
      • Cross-Competition Dampens Wood Furniture Sales
      • Umbrella Sales Benefit From Sun Concerns, Design Advances
      • Promoting Year-Round Sales
      • Romancing The Outdoor Life
      • Expanding Distribution
      • Imports, Industry Consolidation Pressure Players
      • Weather Influences Sales
    • Projected Market Growth
      • Sales To Reach $4 Billion By 2006
        • Table Projected U.S. Retail Sales Of Outdoor And Casual Furniture, 2001-2006 (In Millions Of Dollars)
  • The Marketers
    • Marketer Overview
      • Hundreds Of Marketers
      • Four Types Of Marketers
      • Diverse Companies Compete
      • Regional And Niche Marketers a Vital Force
      • Most Major Players Compete With Products In More Than One Material Segment
      • Leading Mass Marketers
      • Leading Specialty Casual Furniture Marketers
      • Leading Specialty Retailers And Direct Marketers
        • Table Selected U.S. Marketers Of Outdoor And Casual Furniture
    • The Competitive Situation
      • Winsloew Corners 25%-30% Of Casual Furniture Industry
        • Table Estimated Sales For Leading U.S Outdoor And Casual Furniture Marketers, 2000/2001 (In Millions Of Dollars)
      • Mass Historically a Commodity Market
      • Leading Marketers Wield Production-Through-Marketing Control
      • Capital Investment Requirements Deter Market Entry
      • Competition Fierce In a Changing Industry
      • Recession's Effects On Furniture Industry
      • Mass Marketers Use Mergers And Acquisitions To Strengthen Positions
      • Influx Of Imports Intensifies
      • Changing Consumer Attitudes Boost Market
      • Market Follows Shifts In Economic Trends
      • Technological Advancements Give Old Products New Appeal
      • Private Label And Partnerships
      • Situation For Specialty Marketers Is Lean And Mean ...
      • ... But Several Specialty Marketers Are Thriving
      • Mass-Oriented Companies Moving Into Specialty Arena
      • More Mass In Class May Cut Into Specialty Sales
      • Cross-Category Competition On The Rise
      • Fresh Looks In Demand
      • Price And Durability More Important Than Brand Recognition
      • Product Depth And Selection Snare Market Share
      • Combining Appeals Is New Market Impetus
      • Emphasizing Year-Round Use, Inside And Out
      • Price Competition Between The Classes
      • Synergy Between Mass And Class
      • Branding As a Strategy
      • Trade Promotions/Trade Shows Imperative
      • New Demands May Force Another Shake-Out
      • Price/Value Still At Heart Of Competition
    • 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 Products Bring The Inside Out
    • Competitive Profile: Bemis Manufacturing Co., Inc.
      • Company Overview
      • Resin Produced In State-Of-The-Art Facilities
      • Products Straddle The Classes
    • Competitive Profile: Ethan Allen, Inc.
      • Company Overview
      • Company History
      • Recent Activity Focuses On Changing Lifestyles
      • New For 2001
      • Company Capitalizes On The Internet
    • Competitive Profile: Fiskars Corp./Syroco, Inc.
      • Company Overview
      • Syroco Leads In Lawn & Garden Group
      • Leading Outdoor And Casual Furniture Products
      • Comfort Is Key
    • Competitive Profile: Flanders Industries, Inc.,/Lloyd Flanders Industries, Inc.
      • Company Overview
      • History Of The Company
      • A Master In Resin Wicker
      • Company Enters Metal Segment, But Keeps Focus On Wicker
      • Future Products To Include Glen Raven Fabrics
    • Competitive Profile: Furniture Brands International/Lane Furniture Industries (Lane Venture)
      • Company Overview
      • Key Product Lines
      • Company Developing An Interactive Website
    • Competitive Profile: Grosfillex, Inc.
      • Company Overview
      • Casual Furniture Focus Of Outdoor Products
      • Products Focus On Comfort And Safety
      • Resin Consumers: The Case Of Anaheim, California
    • Competitive Profile: Homecrest Industries, Inc.
      • Company Overview
      • Products Focus On Action
      • New Lines Offer Comfort And Color
      • 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
      • 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
      • Variety Of Furniture Products Offered
      • New Products Focus On Technological Innovation
      • Two New Product Lines Launched In 2000
      • Existing Product Lines Expanded
    • Competitive Profile: Trivest, Inc./Winsloew Furniture, Inc. (Brown Jordan Co., Inc./Casual Living Worldwide)
      • Company Overview
      • History Of Winsloew
      • Winsloew Acquires Brown Jordan International
      • Brown Jordan a Major Force In Specialty Sector
      • Clw a Leading Private-Label Supplier
    • 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
      • Tropitone Acquires The Veneman Collection
  • Marketing Dynamics
    • Marketing Trends
      • Innovation And Diversification Are Name Of The Game
      • Marketers Emphasizing Quality, Fashion, And Durability
      • Mass-Oriented Marketers Target First-Time Buyers
      • Catering To Specific Consumer Tastes Is Key Appeal In Specialty Market
      • Segmentation By Consumer Group
      • Segmentation Based On Lifestyle Positioning
      • Promoting "Casual" For Inside And Out
      • Offering Full Product Lines To Increase Add-On Sales
      • Positioning Products For Year-Round Use
      • Expanding Distribution a Cautious Endeavor
      • Working With Retailers To Meet Their Needs
      • Specialty Marketers Prefer Exclusivity
      • Targeting The Interior Design Industry
    • New Product Trends
      • Styles For a Spectrum Of Tastes
      • Playing Off Environmental Awareness
      • Careful Attention To Frame Construction And Detail
      • Seating Products Take Shape
      • Overstuffed Is In
      • Expanding The Color Palette: Thinking Beyond Green
      • Mixing And Matching Component Materials
      • Products Offer Resistance To The Weather
      • An Expanding Array Of Seating Fabrics
      • Reinforced Sling Seating Continues Its Popularity
      • Hybrids Take The Outside In, And Vice Versa
      • Convenience-Oriented Products Often Boast Multiple Uses
      • Larger Dining Tables a Must-Have
      • Downsizing Tables And Chairs For Apartment Appeal
      • Cast Aluminum a Growing Segment
      • Wicker Still Making Steady Gains
      • Many Wood Styles Draw On The Past
      • The New Generation Of Umbrellas
      • Accessories Are In
      • New Products Represent Wide Array Of Companies But Small Portion Of Activity
        • Table The U.S. Outdoor And Casual Furniture Market: Selected Product Introductions, 2000 - Winter 2001 - Part 1
        • Table The U.S. Outdoor And Casual Furniture Market: Selected Product Introductions, 2000 - Winter 2001 - Part 2
    • Advertising And Promotion
      • Methodology For Estimates Of Consumer Advertising Expenditures
      • $6 Million Spent On National Consumer Advertising
      • Five Companies Account For Measured Expenditures
        • Table Marketer Shares Of National Consumer Advertising For Outdoor And Casual Furniture, 2000 (Percent): 5 Marketers, Other
      • Consumer Advertising Positions Products Comfortably
      • Catalogs Bring The Message Home
      • Consumer Promotions Not The Norm
      • Role Of Trade Advertising
      • Trade Shows Important For Showcasing Wares
      • Growing Number Of Marketers Offer In-Store Display Assistance
      • Co-Op Advertising
  • Retail Dynamics
    • Distribution And Retail
      • Most Sales Are Direct
      • Wholesalers Used By Smaller Marketers And Retailers
      • Direct To Consumers
      • Two Major Types Of Outlets
        • Table Share Of U.S. Outdoor And Casual Furniture Market: By Retail Outlet Type, 1997 Vs. 2001
      • Mass-Market Outlets Slipping In Share
      • Specialty Outlets Gain As Consumers Trade Up
      • Alternative Outlets Well Positioned To Increase In Sales
      • The Internet As Catalyst
    • Retail Focus: Mass-Market Outlets
      • Winners And Losers
      • From Homebase To House2Home
      • Retailers Emphasize Value-Pricing And One-Stop Shopping
      • Location And Display Are Often Haphazard
      • New Displays, More Space
      • Space Allotments Vary By Store
      • Product Assortment And Imports
      • Margins Tend To Be Low
      • Wal-Mart Improves Outdoor And Casual Furniture Department
      • Wal-Mart Targets The Target Crowd
      • Target, Kmart Take Aim At Outdoor Furniture
      • Prices Depend On Material And Product
      • Casual Furniture Is Still a Seasonal Business
      • Retailers Optimistic About Outdoor And Casual Furniture
      • ... Yet Still Cautious About Extending The Selling Season
      • Many Retailers Advertise And Promote Products
    • Retail Focus: Specialty Outlets
      • Specialty Outlet Percentage Of Sales
      • Specialty Stores Offer Wide Product Assortment
      • Patio And Pool Stores Benefit From Increased Demand
      • 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; Improve 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
      • The Simmons Survey System
      • 8% Of U.S. Households Purchase Lawn/Porch Furniture
      • Larger And Affluent Households Are Prime Consumers
      • 3% Of U.S. Households Add Outdoor Decks/Porches/Patios
        • Table Overview Of Household Purchasing Of Lawn/Porch Furniture: Expenditures In Last 12 Months, 2001
        • Table Prime Demographics For Purchasing Of Lawn/Porch Furniture In Last 12 Months, 2001 (U.S. Households)
        • Table Prime Demographics For Addition Of Outdoor Deck/Porch/Patio In Last 12 Months, 2001
    • Consumer Demographics
      • Higher Rates For Households With Kids
      • 12.5% Of Five-Or-More Person Households Are Recent Purchasers
      • 10% Of Married Persons Are Recent Purchasers
      • Strong Skew To Homeowners
      • Upscale Skew By Household Income
      • Flatter Pattern By Employment Income
      • Purchasing Index Of 138 For Professionals
      • Full-Time Homemakers Are Below-Average As Purchasers
      • College Background a Dividing Line
      • 55-64 The Top Bracket By Age
      • No Significant Gender Gap
      • Purchasing Index Of 117 For Hispanics
      • The Midwest As The Prime Territory
        • Table Purchasing Of Lawn/Porch Furniture In Last 12 Months: By Presence Of Children In Household, 2001 (U.S. Households)
        • Table Purchasing Of Lawn/Porch Furniture In Last 12 Months: By Size Of Household, 2001 (U.S. Households)
        • Table Purchasing Of Lawn/Porch Furniture In Last 12 Months: By Marital Status, 2001 (U.S. Households)
        • Table Purchasing Of Lawn/Porch Furniture In Last 12 Months: By Type Or Kind Of Residence, 2001 (U.S. Households)
        • Table Purchasing Of Lawn/Porch Furniture In Last 12 Months: By Household And Individual Income, 2001 (U.S. Households)
        • Table Purchasing Of Lawn/Porch Furniture In Last 12 Months: By Occupation, 2001 (U.S. Households)
        • Table Purchasing Of Lawn/Porch Furniture In Last 12 Months: By Employment Status, 2001 (U.S. Households)
        • Table Purchasing Of Lawn/Porch Furniture In Last 12 Months: By Educational Attainment, 2001 (U.S. Households)
        • Table Purchasing Of Lawn/Porch Furniture In Last 12 Months: By Age Of Householder, 2001 (U.S. Households)
        • Table Purchasing Of Lawn/Porch Furniture In Last 12 Months: By Gender, 2001 (U.S. Households)
        • Table Purchasing Of Lawn/Porch Furniture In Last 12 Months: By Race/Ethnicity, 2001 (U.S. Households)
        • Table Purchasing Of Lawn/Porch Furniture In Last 12 Months: By Region, 2001 (U.S. Households)
    • Consumer Focus: Demographics By Expenditure Bracket
      • Age 35-44 Bracket Are The Big Spenders
      • Flatter Demographics For Mid-Level Spending
      • Children Are The Key At Under $100 Spending Levels
        • Table Prime Household Demographics For Purchasing Of Lawn/Porch Furniture In Last 12 Months By Expenditure Bracket: $500 Or More Vs. $250-$499, 2001
        • Table Prime Household Demographics For Purchasing Of Lawn/Porch Furniture In Last 12 Months By Expenditure Bracket: $150-$249 Vs. $100-$149, 2001
        • Table Prime Household Demographics For Purchasing Of Lawn/Porch Furniture In Last 12 Months By Expenditure Bracket: $50-$99 Vs. Under $50, 2001
  • Addresses Of Selected Marketers

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