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Anatomy of a market: Orlando, Fla.

By Furniture Today Staff -- Furniture Today, December 24, 2006

Long known as the home of Mickey Mouse and Shamu, Orlando is also one of the nation's fastest-growing markets.

Located in the heart of the South's fastest-growing state, the Orlando metropolitan area saw its population grow 18% between 2000 and 2006. Total population is projected to grow another 13% to reach 2.2 million over the next five years.

Furniture and bedding sales in the Orlando metro area totaled $549 million in 2006 and are projected to grow a whopping 38% to $758 million by 2011.

Entertainment furniture, with 2006 sales of $33 million, and dining room, with 2006 sales of $38 million, are expected to be the fastest-growing product categories. Each is projected to increase 41% by 2011. Other products projected to have significant gains include youth bedroom, desks and other home office and occasional tables.

At $46,247, the median household income in Orlando is nearly $5,500 more than the national average. Furthermore, one-fourth of Orlando's population is affluent, with annual household incomes of $75,000 or more. By 2011, affluent households are projected to account for 37% of all households.

Orlando's median age is 35.4, with 30% of its population between the ages of 25 and 44.

Market Potential Reports, similar to this Orlando report, may be ordered online at www.furnituretoday.com. Reports are available for more than 900 metropolitan areas. Each will give estimated 2006 sales and projected 2011 sales for 20 home furnishings product categories. Reports also provide demographic information on the metro area, including breakdowns by age, income, race and ethnicity.

	2006 estimated	2011 projected	% change
Population	1,938,275	2,197,143	13%
Total households	753,733	874,101	16%
Average household income	$60,319	$76,112	26%

Spending by category
	2006 estimated	2011 projected	% change
All furniture and bedding	$549.3	$757.6	38%
Master bedroom	60.2	83.0	38
Youth, other adult bedroom furniture	32.9	46.3	41
Casual dining	23.4	32.7	40
Dining room furniture	38.5	54.3	41
Entertainment furniture	32.7	46.1	41
Curios	9.9	13.8	39
Occasional tables	29.7	41.5	40
Desks and other home office furniture	37.9	53.2	40
Stationary sofas	77.6	107.4	38
Stationary chairs	9.9	13.8	39
Reclining chairs	24.3	32.3	33
Swivel, glider rockers	9.4	12.5	33
Motion sofas	22.9	31.1	36
Sofa-sleepers, futons	19.9	26.2	32
Mattress, boxsprings	77.4	105.0	36
Infant furniture	7.6	10.6	40
Outdoor furniture	19.6	27.2	39
Other misc. furniture	15.5	20.6	33

Population by age
	2006 estimated	2011 projected	% change
0 – 5	155,079	169,036	9%
6 – 11	161,961	171,593	6
12 – 17	165,076	183,923	11
18 – 24	197,226	233,669	18
25 – 34	278,585	307,497	10
35 – 44	303,313	325,277	7
45 – 54	263,027	316,630	20
55 – 64	180,665	228,055	26
65+	233,343	261,463	12

Households by race and ethnicity
	2006 estimated	2011 projected	% change
White	579,554	648,916	12%
African-American	89,771	111,110	24
Asian-American	20,069	25,959	29
Other	64,339	88,116	37
Hispanic	114,364	146,382	28
White, non-Hispanic	477,572	497,562	4

Households by race and ethnicity
Households by annual income
	2006 estimated	2011 projected	% change
Source: Easy Analytic Software and Furniture/Today market research
Less than $15,000	89,482	81,246	-9%
$15,000 – $24,999	88,405	67,107	-24
$25,000 – $34,999	98,445	90,512	-8
$35,000 – $49,999	134,087	132,705	-1
$50,000 – $74,999	152,874	178,137	17
$75,000 – $99,999	85,578	149,566	75
$100,000 – $124,999	45,124	82,600	83
$125,000 – $149,999	22,750	40,273	77
$150,000 – $199,999	17,127	18,635	9
$200,000 or more	19,861	33,320	68

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