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Patio and Backyard Living - US - July 2018

"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."

- John Poelking - Leisure & Media Analyst

This report examines the following issues:

  • Shrinking space outdoors
  • Casual attitude can discourage active engagement

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Table of contents

  1. 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

                                                                                                                                                                      Patio and Backyard Living - US - July 2018

                                                                                                                                                                      US $4,395.00 (Excl.Tax)