2021
9
US Patio and Backyard Living Market Report 2021
2021-02-27T03:01:47+00:00
OX1040971
3695
135018
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Report
en_GB
“2020 was a good year for the outdoor furniture market. The pandemic caused consumers to stay home, and most gained a newfound appreciation for their outdoor spaces. The uncertainty of…

US Patio and Backyard Living Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of U.S Patio & Backyard Living markets including the behaviors, preferences and habits of the consumer.

The outdoor furniture market was already on a solid trajectory, but the pandemic inspired a surge of spending on items for homes’ outdoor spaces. Because conditions in 2021 are likely to be similar to those of 2020, consumers will continue to stay home and seek relaxation outdoors. Many will turn to social media to inspire ideas for their outdoor spaces, and fire pits and outdoor heaters will remain hot ticket items. Accessory dwelling units in backyards will also gain popularity as employees look for more permanent solutions for continued remote work.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the outdoor furniture market.
  • Ownership and interest in selected outdoor items.
  • Sources of inspiration for updating outdoor spaces.

Covered in this report

Products included: The term “outdoor furniture” is used collectively to describe the products covered in this Report. Outdoor furniture includes all furniture designed and marketed for outdoor and casual use in the porch, patio, poolside or garden area of the home. Furniture may be made of metal, plastic, rattan/wicker and/or wood and includes products such as seating products (eg chairs, loveseats, settees, stools, ottomans, benches, lounge chairs), tables, cushions and umbrellas.

Brands featured: Rei, West Elm, Nooka, Solo Stove and many more.

Expert analysis from a specialist in the field

Written by Kristen Boesel, a leading analyst in the Lifestyles and Leisure sectors, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

2020 was a good year for the outdoor furniture market. The pandemic caused consumers to stay home, and most gained a newfound appreciation for their outdoor spaces. The uncertainty of the pandemic means 2021 will be a similar year with Americans relying on their yards, decks, balconies and patios for relaxation. Expect to see continued interest in items that offer comfort and warmth outdoors and a trend toward outdoor arrangements for remote work.

Kristen Boesel
Senior Lifestyles and Leisure Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definitions
          • COVID-19: US context
          • Executive Summary

              • Top takeaways: what consumers with outdoor spaces want
                • Market overview
                  • Figure 1: Percentage of adults with access to an outdoor space at primary residence, December 2020
                • Impact of COVID-19 on the outdoor furniture market
                  • Figure 2: Short-, medium- and long-term impact of COVID-19 on the outdoor furniture market, December 2020
                • Opportunities and challenges
                  • Challenge: lot sizes are shrinking
                    • Figure 3: Median lot size of new detached single-family houses sold, 1999-2019
                  • Opportunity: innovate designs and business models
                    • Challenge: most consumers with outdoor spaces already own outdoor furniture
                      • Figure 4: Interest in purchasing outdoor items, December 2020
                    • Opportunity: encourage current outdoor furniture owners to upgrade
                      • Challenge: fewer trips to the store reduce impact of displays
                        • Figure 5: Sources of ideas for updating outdoor spaces, December 2020
                      • Opportunity: increase chances of online exposure
                      • The Market – Key Takeaways

                        • Outdoor furniture market continues to grow
                          • Sales of dining sets drive the market, but interest in fire pits is heating up
                            • High demand for houses despite low homeownership rates
                            • Market Size

                              • Sales of patio and outdoor furniture surpass $5 billion annually
                                • Figure 6: Projected total US sales of patio and outdoor furniture, at current prices, 2015-19
                            • Market Breakdown

                              • Outdoor furniture segments
                                • Outdoor dining sets continue to dominate the market
                                  • Figure 7: Total US sales of patio and outdoor furniture, by projected product share, 2019
                                • Chat groups show greatest growth
                                  • Figure 8: Projected US sales of patio and outdoor furniture, by product, 2018-19
                                • Sales channels for outdoor furniture
                                  • Big box retailers account for half of all outdoor furniture sales
                                    • Figure 9: Total US sales of patio and outdoor furniture, by projected retail channel share, 2019
                                  • DTC sales continue to gain momentum
                                    • Figure 10: Projected US sales of patio and outdoor furniture, by retail channel, 2018-19
                                • Impact of COVID-19 on Outdoor Furniture Market

                                  • Lockdown and re-emergence growth will slow during recovery period
                                    • Figure 11: Short-, medium- and long-term impact of COVID-19 on the outdoor furniture market, February 2021
                                  • Lockdown
                                    • Figure 12: Appreciation toward personal outdoor spaces, December 2020
                                  • Re-emergence
                                    • Recovery
                                    • Market Factors

                                      • Economic: housing market paradox
                                        • Figure 13: Quarterly homeownership rate by age of householder, 2004-20
                                        • Figure 14: Median household income and median sales price of new, single-family houses sold in US, 1970-2019
                                      • Demand for houses is booming
                                        • Policy: ADU regulations
                                          • Environmental: climate change threatens time spent outdoors
                                          • Companies and Brands – Key Takeaways

                                            • Opportunities to add versatility to outdoor spaces
                                              • Two brands are better than one
                                                • The Airbnb of ADUs
                                                  • Solo Stove offers a successful DTC model
                                                  • Market Opportunities

                                                    • Mintel Trend Drivers
                                                      • Figure 15: Mintel Trend Drivers – Surroundings and Experiences, February 2021
                                                    • Fit more functionality into less outdoor space
                                                      • Figure 16: Median lot size of new detached single-family houses sold, 1999-2019
                                                    • Help make outdoor spaces usable year-round
                                                      • Tap into nostalgia
                                                        • Prioritize sustainability
                                                        • Competitive Strategies

                                                          • Cross-brand partnerships: greater than the sum of parts
                                                            • Figure 17: Items from REI and West Elm’s collaborative collection, May 2020
                                                          • Bringing the sharing economy outdoors
                                                            • Consumer demand drives innovation
                                                                • Figure 18: Solo Stove Bonfire – The World’s Most Amazing Backyard Fire Pit!, May 2017
                                                            • The Consumer – Key Takeaways

                                                              • Outdoor spaces are nearly universal
                                                                • Majority own outdoor furniture
                                                                  • A place to cook and read a book
                                                                    • Desired upgrades focus on landscaping and furniture
                                                                      • Pinterest has more pull than in-store displays
                                                                      • Types of Outdoor Spaces

                                                                        • Most adults have access to an outdoor space at home
                                                                          • Figure 19: Percentage of adults with access to an outdoor space at primary residence, December 2020
                                                                          • Figure 20: Types of outdoor spaces at primary residence, netted, December 2020
                                                                        • Very few households have private pools
                                                                          • Figure 21: Types of outdoor spaces at primary residence, December 2020
                                                                        • Types of yards differ by region
                                                                          • Screened in porches are most popular in the South
                                                                            • Figure 22: Types of outdoor spaces at primary residence, by census region, December 2020
                                                                        • Ownership of Patio and Backyard Items

                                                                          • Grillin’ and chillin’
                                                                            • Seeking comfort and coziness without a big financial commitment
                                                                              • Interest in outdoor heaters heats up
                                                                                • Figure 23: Ownership of patio and outdoor items, December 2020
                                                                              • Parents invest in outdoor play equipment
                                                                                • Figure 24: Swing set and trampoline ownership, among parents, December 2020
                                                                                • Figure 25: Attitudes toward investing in items to keep kids busy outside, December 2020
                                                                              • Parents of younger kids will look for sets their kids can grow into
                                                                                • Figure 26: Interest in swing set and trampoline ownership, among parents, December 2020
                                                                            • Use of Outdoor Spaces

                                                                              • The pandemic has redefined how consumers use their outdoor spaces
                                                                                • Refuge for relaxation
                                                                                  • Alternative to the kitchen
                                                                                    • Outdoor office space
                                                                                      • Figure 27: Outdoor activities done in outdoor space since March 2020, December 2020
                                                                                    • Majority say they feel safe socializing outdoors, but few are hosting
                                                                                      • Figure 28: Attitudes toward entertaining outdoors, December 2020
                                                                                  • Interest in Upgrades

                                                                                    • Comfy and cozy outdoor items poised for additional growth
                                                                                      • Figure 29: Interest in purchasing outdoor items, December 2020
                                                                                    • Landscaping and outdoor furniture tops list of wish list improvements
                                                                                      • Encourage outdoor furniture upgrades
                                                                                        • Figure 30: Interest in upgrading outdoor space, among house owners, December 2020
                                                                                      • Promote small projects and backyard makeovers
                                                                                      • Sources of Purchase Inspiration

                                                                                        • Americans want to be unique
                                                                                          • Figure 31: Attitudes toward entertaining outdoors, December 2020
                                                                                        • Social media now crucial for outdoor inspiration
                                                                                          • Figure 32: Sources of ideas for updating outdoor spaces, December 2020
                                                                                        • Reaching PROSHAs on social media
                                                                                          • Figure 33: TURF analysis – Inspiration, December 2020
                                                                                        • Marketing without social media ads
                                                                                          • Figure 34: TURF analysis – Sources of inspiration, December 2020
                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                        • Data sources
                                                                                          • Consumer survey data
                                                                                            • Consumer qualitative research
                                                                                              • Abbreviations and terms
                                                                                                • Abbreviations
                                                                                                  • Terms
                                                                                                  • Appendix – The Market

                                                                                                      • Figure 35: Quarterly homeownership rate, 1995-2020
                                                                                                    • Note on 2020 homeownership data
                                                                                                    • Appendix – The Consumer

                                                                                                        • Figure 36: Interest in upgrading outdoor space, among total, December 2020
                                                                                                        • Figure 37: Interest in outdoor kitchen, by census region, December 2020
                                                                                                        • Figure 38: Social media platforms visited at least weekly, December 2020
                                                                                                      • TURF analysis methodology
                                                                                                          • Figure 39: Table – TURF analysis – Sources of inspiration, data table, December 2020

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