Data released today by NPD offers statistical reinforcement for the widespread anecdotal evidence of increased consumer entertaining at home. The numbers offered some good news for tabletop retailers and suppliers, showing that consumers place a high value on coordinated table settings and are willing to spend more to add a brand name product to their home.
In the 12 months ending February 2013, tabletop consumers gave NPD insight into their lifestyles that revealed:
• 64% of consumers who purchase dinnerware, beverageware, and/or flatware told NPD they enjoy hosting parties in their home, but 44% of all tabletop consumers said they use disposable plates to entertain.
• 54% of consumers who purchased tabletop items coordinate table settings.
• 48% of all tabletop consumers said they own fine china.
• Only 16% of tabletop consumers said the statement “I prefer celebrity-endorsed products” described them.
• Price, value, and appearance are the top reasons for purchasing a specific tabletop brand or item. Consumer reviews, eco-friendly, and brand are among the least important purchase motivators for these products. However, 64% of tabletop consumers said they are willing to spend more on a brand name.
“The tabletop consumer clearly enjoys setting their table, but the focus is increasingly on the casual and versatile options,” said Debra Mednick, executive director and home industry analyst for The NPD Group, Inc.