Market Research
More Robust Market Data
PRESS RELEASE May 2002
Furniture and Barbecue market still buoyant. Heaters hit £8 million.
A more robust method of data collection used by The Leisure and Outdoor Furniture Association has agreed a new market size for the 2001 year of £440 million at retail value for furniture and £120 million at retail value for barbecues and outdoor leisure products. For the first time an accurate figure has been put on sales of outdoor gas heaters. LOFA reports the market has exploded from virtually nil three years ago to sales of £8 million at retail in 2001.
Commenting on these new market figures Richard Plowman, Secretary of LOFA said, "We are confident that this new method has provided a solid basis which accurately reflects the size of the market and its continued growth." In contrast to the consumer sample used in previous research, LOFA Members confidentially reported their own detailed sales figures for 2000 and 2001 to an independent auditor who collated the information.
Real growth of between 2 and 2.5 per cent was reported by members in 2001.
Details of the market provide an insight into the UK consumer trend for using the garden and patio as an outdoor living space. After the initial purchase of the necessary furniture and cooking equipment, indications are that the provision of lighting and heating is becoming the next priority. Ownership of garden furniture has grown from 54% of the population in 1988 to 84% in 2000. During that time the material most often purchased has changed from tubular steel to resin. In the1988 survey the dominant material was tubular steel with 46 % owning metal furniture. The latest survey shows that nearly three quarters (73%) of all furniture owned currently is made from resin. The trading up of these existing owners from resin to wood furniture is a significant trend of the new millenium. Already 57% of garden benches owned today are constructed from hardwood and most of the displays found in retail outlets are made from the same material. We can expect the market of the future to gradually shift away from inexpensive resin to fashionable hardwood.
The previous LOFA survey results showed that replacement purchases of garden furniture are made every 3-4 years. Changing fashion, TV makeovers and higher levels of aspiration are playing an important part in driving this replacement activity. With the help of fair weather this demand for quality, comfort and aesthetic appeal will continue to drive the overall market growth.
Although the smell of suburban outdoor cooking on sunny Sundays would indicate otherwise, only 44% of the population owned a barbecue in 2000. Although a huge rise from 27% in 1988, there is still great potential to sell to 50% of the population who are first time buyers. Many retailer displays would indicate that the market is already saturated and a wide range of low-priced barbecues is not often seen. Instead, retailers seem to be chasing the bigger spending customers who are trading up from basic charcoal to large charcoal and flatbed Australian-style gas barbecues.
Entertaining is certainly a good way to show off the garden and the outdoor living area. With it comes the need for large parasols suitable for larger tables and the necessary heating and lighting to make the event an all-weather possibility.
Sales of heaters in 2001 hit the £8 million mark. Decorative chimeneas and gas heaters allow guests to stay outdoors comfortably even when evenings turn cool. As more people experience the benefits when visiting others then demand should grow rapidly. Another significant driving force is the introduction this year of table-top models that retail at around £100 – an introductory price that should attract many first time buyers to gas heaters.
Overall LOFA members, who represent 80% of UK manufacturers and suppliers to the trade are supremely confident of the future. Even if predictions of climate change are not fulfilled with hot, dry summers every year, the desire for comfortable outdoor living in the UK will still drive a buoyant market for furniture, barbecues and leisure products. The garden furniture market still represents just 5% of the value of the UK indoor furniture market so there is still plenty of room for expansion.
ends
For more information about LOFA please contact:
Richard Plowman, SECRETARY LOFA
113 Worcester Road, Chichester, West Sussex PO19 4EE
Tel: 01243 839593 Fax 01243 839467 Email info@lofa.co.uk
Notes for Editors
LOFA is the Leisure and Outdoor Furniture Association and represents over 80% of UK manufacturers and suppliers to the trade of garden furniture, barbecues and other products associated with outdoor leisure. These include parasols, gazebos and outdoor lighting.
The LOFA seal, the logo of the Association, has come to represent quality and excellence.
The aim of LOFA is promote the trade of garden furniture and barbecues but also has a wide range of benefits for members.
The Association began on 2nd November 1967, over 33 years ago, with Frank Odell as the first Chairman: there were 19 Companies represented then. LOFA now has over 60 members under the Chairmanship of John Smye from Cosmo Ltd. A Board, usually 10 members, governs the Association. The LOFA office is in Chichester and there is a full time Secretary, Richard Plowman,
Representatives of the Association consult and negotiate with Government Departments e.g. DTI, on both UK and EU legislation that impacts on the Industry. The Association is also represented on BSI and CEN Committees developing standards in relation to the Industry's products. In addition, LOFA has signed up to Law Care, which provides all LOFA Members telephone and written access to a defined period of free legal advice. Members each year also receive, 2 LOFA Desk diaries and 2 LOFA Pocket diaries
LOFA runs regular round table meetings to give Members the opportunity of an exchange of views and information on matters of common concern. As well as an Annual General Meeting, and Christmas General meeting, traditionally, there is also a Weekend Conference, usually just after the GLEE Exhibition.
LOFA was indeed a founder member of GLEE, the International Garden and Leisure
Exhibition, now held at the NEC, Birmingham.
The original LOFA web site was launched back at GLEE in 1997 and it listed all LOFA Members’ details and product range. Just before Christmas 2000, the LOFA website was totally re-configured, to facilitate simple, direct requests to members for catalogues of their products. The website also provides for a direct link for those Members who have their own website on the Internet. The new developments will make www.lofa.co.uk the main entry or portal site for anybody wanting to know about garden furniture and barbecues in the UK. There is information on the site for the public to help in their choice of furniture, barbecues and other leisure outdoor products but also advice on how to look after and care for the products. |