NPD: Price, Value and Good Looks Determine Tabletop Purchases
PORT WASHINGTON, N.Y.-Tabletop consumers enjoy setting the table, but they do so casually and often use paper plates when entertaining, according to a recent report by market researcher The NPD Group.
In the 12 months ending February 2013, tabletop consumers gave NPD insight into their lifestyles. Sixty-four percent of consumers who purchase dinnerware, beverageware, and/or flatware told NPD they enjoy hosting parties in their home, but 44 percent of all tabletop consumers said they use disposable plates to entertain. Fifty-four percent of consumers who purchased tabletop items coordinate table settings, and 48 percent of all tabletop consumers said they own fine china. Only 16 percent 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, according to NPD's findings. Consumer reviews, eco-friendly, and brand are among the least important purchase motivators for these products. However, 64 percent 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.