5 Outdoor Living Trends That Will Boost Consumer Spending This Summer
Five years ago, Nationwide Marketing Group identified Outdoor Living as a go-to vertical for resellers to actively market. Many of you have followed our advice. However, for the past two years, we feel like we have been in a “waiting pattern”. Manufacturers were limited in supply and chose not to add new dealers. Meanwhile, dealers were too busy to look into new categories.
Despite these challenges, the grill industry grew by 15% in 2021 due to increased homeownership, rising MSRPs, and shifting consumer sentiment for more premium grills. . We expect these factors to contribute to a 9% increase in 2022.
As we look to the future, I will start planning for 2023 NOW! It sounds a bit crazy, but Big Box and others will use the next three months to finalize their requirements for next year. I implore you to do the same.
Pre-season orders will begin in August. That means now is the time to start looking at the pros and cons of your current brand lineup. Look to expand fuel types if necessary. Working on “block and tackle” business in the last three feet this summer. Explore things like experiential selling by cooking at your promotional events. Finally, study the 2022 outdoor living trends below for more opportunities. A good example is outdoor comfort. You should consider ordering heating products NOW!
These suggestions will help you prepare for an even better 23 year.
While gas grills still dominate the fuel type, they have fallen from 80% of grill sales 10 years ago to just 57% in 2021. In 2022, pellet grills will outsell the charcoal type of wood for the first time in the last century, with around 22% market share. . Even better, the future is bright for pellet grill sales, with only about 5% of US households owning one.
Having multiple grills is becoming the norm for consumers. These are fuel types: gas, pellet, lump charcoal, wood, electric, and grill types: kamado, smoker, griddle, and pizza oven.
Elsewhere, we are seeing a growing popularity of griddle cooking and pizza ovens.
NKBA reported that 60% of US homeowners identified an outdoor kitchen as a primary need for their outdoor living space. True built-in kitchens generate the most volume, but the latest trend is “modular built-ins” where it looks like a continuous series of products and counter space, but it’s on wheels.
Other appliance solutions like refrigeration and ice makers are regular additions.
COMFORT (HEATING & COOLING)
“Give a man a fire and he’s warm for the day. But put him on fire and he’ll be warm for the rest of his life. —Terry Pratchett.
A bit of humor here, but fire has been a necessity since time immemorial, whether for cooking or to stay alive. Today, fire is used for warmth in some cases, but mostly for ambiance. Now is the time to take advantage of the resounding success of dealerships in selling comfort heating products. Smoke-free fireplaces set the tone. New entrants with pellet stoves are also capitalizing on the growing demand. Propane fireplaces and space heaters are also HOT…. intentional pun.
Staying cool in the summer months can be accomplished with misting fans – some even come with built-in Bluetooth speakers. Adding shade to the outdoor living space also helps. Pergolas are popular, but umbrellas also make a statement.
OUTDOOR SPACE FURNITURE
Outdoor furniture trends consist of three key ingredients: relaxing neutral colors, modular/sectional furniture and durable products. Trending neutral colors are teal, blue and some muted browns. Sustainable furniture made from recycled plastics has grown in popularity, especially with millennials.
Another unusual trend in outdoor furniture is the bohemian style. Commonly referred to as Boho Style, it encompasses cozy comfort, bright colors, a mix of textures and an abundance of plants, according to Google. Feels like comfortable eclectic to me.
Outdoor lighting is also essential to the ambiance and can be a vertical worth looking into.
Adding audio and video to outdoor space has never been more important, especially as consumers look to enhance their backyard entertainment offerings. Beyond TVs specifically designed to withstand the elements, you might want to consider adding outdoor audio options to the mix.
I am happy that spring 2022 has arrived AND I am even more encouraged for what is yet to come in 2023. Get ready now!
About the Author
John Laing is the Director of Outdoors for Nationwide Marketing Group
This article originally appeared on the official Nationwide Marketing Group blog, independent thinkingand is republished with permission.
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