Marketers of dinnerware, glassware and flatware have long hoped that U.S. consumers would come to perceive their products as an affordable enhancement to meals rather than as a luxury or a commodity. This report explores the question of whether the situation may be changing as tabletop marketers embrace the trend toward more casual living. The report estimates industry sales over the last five years and gives projections through 2004 based on close consideration of all relevant data and trends. It breaks out sales by retail channel and describes the strategies and merchandising approaches of each of the leading venues. The report profiles some of the leading retailers and analyzes consumer attitudes and buying behavior.
Scope and Methodology
Scope of Report
As defined by Packaged Facts, the tabletop market encompasses the three categories of tableware that normally compose an individual table setting: dinner-ware, glassware, and flatware. The market also includes some serveware and tabletop accessories—glass or acrylic ones as well as those coordinating with dinnerware or flatware patterns. It includes coordinating oven-to-table ware as well.
The information contained in this report is based on primary and secondary research. Primary research entailed consultations with industry executives, editors of trade journals, and industry consultants. Secondary research involved canvassing in-formation and articles appearing in trade publications, government resources, com-pany literature, independent financial reports, and product advertising. Statistics on market revenues, revenue growth rates, and marketer share are based on a careful evaluation of all available information on market sales and trends. In particular, sta-tistics are based on estimates published by HFN; annual reports from public compa-nies; surveys of consumer tabletop purchases; and data on advertising expenditures by tabletop marketers. Figures provided on national consumer advertising expendi-tures by individual marketers are based on Competitive Media Reporting data. The analysis of consumer demographics and product ownership and use is based primarily on Simmons Market Research Bureau data for fall 1998, which is based on a sample of approximately 10,000 adults.