PORT WASHINGTON, NY, February 21, 2007 – The NPD Group, Inc., leading provider of consumer and retail information has just released the results of the 2006 consumer survey, "Segmenting the Bridal Market." The survey takes an in depth look at who today's brides are, and how this influences what they want and register for.
The NPD Group, Inc.’s survey looked at the five distinct segments within the bridal market.
“It is essential to understand the varying tastes of today’s brides and grooms, and what drives them.” said Peter Goldman, president of The NPD Group, Inc.’s Home business unit, “We have been able to take a closer look at the segments in this market that in turn will help companies better understand and connect with couples planning their weddings.”
Survey respondents were asked about their attitudes toward Bridal Registries. The findings show that Encore and First-Time Brides share similar feelings toward the registry. They say the registry is primarily for the benefit of their guests and they would prefer their guests use it to purchase gifts. Surprisingly, Encore brides (brides getting married again) are more likely than First-Time brides to describe registering as fun.
The survey results would suggest that using a registry has become almost standard practice for brides-to-be. Encore brides tell NPD that bedding and linens are their top priority, while Practical, Traditional and Modern Brides say their top choice is cookware. Once the meals are cooked, Encore, Traditional and Modern Brides put formal and everyday dinnerware in their top five registry items. Practical and Eclectic brides only have everyday dinnerware listed in the top five items of importance for their registries. Kitchen electrics are a popular choice as well, showing up on 4 out of 5 bridal segments registries. “The biggest surprise in terms of what brides are registering for is on the Eclectic bride’s list. True to her independent nature, she is the only one to put Hi-tech in her top five,” commented Goldman.
Today’s brides also approach the way they register differently. When comparing the 2004 and 2006 survey results, an increase in registering only on-line was seen for each of the top three registry retailers. However, not all segments embraced this trend. While forty-four percent of all brides tell NPD that they will register on-line only, the Modern and Traditional brides say they are less likely to register online. “On-line has become an important component of most all business and continues to be of interest in our surveys, however our “Segmenting the Bridal Market” results indicate that brides continue to look to online merchants that have a Brick and Mortar presence.” said Goldman.
The five bridal segments NPD has identified certainly have unique qualities, but one thing they have in common is that they know what they want. The key is for manufacturers and retailers to understand those wants and know how to turn them into opportunities for brides.
Methodology: A total of 9,014 respondents had completed surveys by close of field. Of those respondents, 981 were brides or newlyweds and qualified for inclusion in the bridal analysis.
About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,600 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, visit www.npd.com.