Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Downturn follows strong growth from 2004-06
- Recession leads consumers to cut back… and also to cook more
- Key segment trends
- Aluminum
- Stainless steel
- Kitchen cutlery
- POI/copper/cast iron
- Bakeware
- Retail trends
- Mass merchandisers
- Alternative retailers
- Department stores
- “Other” channels
- Central drivers
- Home sales, renovations and kitchen remodeling—much tempered with the downturn
- Shows, green living and concerns with PFOA shape consumer interest/drive innovation
- Ethnic cooking, Hispanics, marriages and Echo Boomers to shape future sales
- Fragmented supply structure
- Brand qualities vary along price point, impact of celebrity-chef lines
- Marketing relies heavily on retailer participation
- Green, licensing and sets for kids, gifts and specific meals drive innovation
- Consumer research findings
- Acquisition and source of cookware, bakeware and cutlery
- The cookware customer
- The bakeware customer
- The cutlery customer
- Widespread changes to eating seen with downturn
- Customers using range of appliances and cooking methods more
- Non-whites acquire more cookware and cook at home more
- Moms and dads buy more, eat at home more, bake and grill more
Insights and Opportunities
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- Outreach to younger consumers: education, sets and green marketing
- Even men aged 18-35 warrant focus, potentially with bachelor sets
- 18-35-year-olds favor easy cooking methods and this should be accommodated
- Key opportunity to offer ways to expand cooking experience and knowledge
- Green living and slow food may be key to building market for some younger consumers
- Outreach to moms and dads
- Outreach to parents with emphasis on non-PFOA products and safety
- Temperature gauges on non-stick pans could be promoted as key safety feature
- Outreach to non-traditional families and gay male couples
- Outreach to Boomers in 40s-50s with healthy living tie-ins and higher end sets
- Outreach to consumers aged 65+ with single-serve products and ergonomic sets
Inspire Insights
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- Trend: Food2
- Overview
- Food2 and Gen Y
- Implications
- Trend: Faster, Hotter
- Overview
- Fast Food
- Implications
Market Size and Forecast
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- Key points
- Recession has dampened sales in 2007-09
- Increase cooking at home offers countervailing force to downturn
- Market should stabilize, with Echo Boomers and Hispanics key to growth through 2014
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- Figure 1: Total U.S. retail sales of cookware, bakeware and kitchen cutlery, at current prices, 2004-14
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- Figure 2: Total U.S. retail sales of cookware, bakeware and kitchen cutlery, at inflation-adjusted prices, 2004-14
Competitive Context
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- Key points
- Consumer confidence falls in 2008 and remains weak in 2009
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- Figure 3: University of Michigan’s index of consumer sentiment (ICS), 2001-08
- Figure 4: University of Michigan’s index of consumer sentiment (ICS), January-July 2009
- Return to strong confidence and spending may take years
- Vast majority of consumers report economizing in the home to save money
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- Figure 5: Changes or plans to change spending to save money, by gender, presence of children, and race/Hispanic origin, March 2009
- Consumers hold off on replacements and upgrades
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- Figure 6: Changes in products for the home purchases and plans, March 2009
- Restaurants report slumping sales
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- Figure 7: Restaurant Performance Index, current situation, and expectations, May 2007-May 2009
- Six in 10 consumers report eating at home more
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- Figure 8: Changes in eating out or cooking habits in past year, July 2009
- Assembling dishes and cooking from scratch most popular with those cooking more at home
Segment Performance
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- Key points
- Bakeware and cast iron/POI/copper strong performers 2006-2008
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- Figure 9: Sales of cookware and kitchen cutlery, segmented by type, 2006 and 2008
Segment Performance—Aluminum Cookware
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- Key points
- After exceptional 2005 growth, modest sales and a decline in 2008
- Segment shaped by innovations in PFOA-free non-stick surfaces
- Retail sales of aluminum cookware
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- Figure 10: Retail sales of aluminum cookware, at current prices, 2004-14
Segment Performance—Stainless Steel Cookware
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- Key points
- Retail sales of aluminum cookware
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- Figure 11: Retail sales of stainless steel cookware, at current prices, 2004-14
Segment Performance—Kitchen cutlery
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- Key points
- Retail sales of kitchen cutlery
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- Figure 12: Retail sales of kitchen cutlery, at current prices, 2004-14
Segment Performance—Cast Iron, POI and Copper Cookware
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- Key points
- Retail sales of cast iron, POI and copper cookware
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- Figure 13: Retail sales of cast iron, POI, and copper cookware, at current prices, 2004-14
Segment Performance—Bakeware
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- Key points
- Retail sales of bakeware
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- Figure 14: Retail sales of bakeware, at current prices, 2004-14
Retail Distribution
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- Key points
- Mass merchandisers expand dominant role
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- Figure 15: Retail sales of cookware and kitchen cutlery, by channel, 2007-09
- Consumer research confirms Walmart’s dominant role
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- Figure 16: Type of retailer from which cookware, bakeware or cutlery purchased, July 2009
Retail Channels—Mass Merchandisers
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- Key points
- Mass merchandiser sales of cookware
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- Figure 17: U.S. mass merchandiser sales of cookware and kitchen cutlery, 2004-09
Retail Channels—Alternative (Specialty, Gourmet) Retailers
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- Key points
- Alternative channel sales of cookware
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- Figure 18: U.S. alternative channel sales of cookware, 2004-09
Retail Channels—Department Stores
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- Key points
- Department store sales of cookware
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- Figure 19: U.S. department store channel sales of cookware, 2004-09
Retail Channels—Other Channels
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- Key points
- Other channel sales of cookware
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- Figure 20: U.S. “other channel” sales of cookware, 2004-09
Market Drivers
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- Key points
- Collapse of housing market dampens demand for new cookware
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- Figure 21: Sales of new and existing homes, 2003-08
- Small upswing in housing sales seen mid-2009
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- Figure 22: Sales of new and existing homes, January-July 2009
- Overall reductions in remodeling/redecorating also drive down demand for cookware
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- Figure 23: Changes in home redecorating and remodelling plans, March 2009
- Cooking shows showcase new products and have led to proliferation of celebrity chef brands
- Watching cooking shows may not translate into active cooking and many consumers show limited brand awareness
- Widespread concern with environment in general and exposure to chemicals in particular
- Key consumer attitudes related to the environment and chemical exposure
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- Figure 24: Belief that shopping habits make a difference in the world, and other attitudes, October 2008
- PFOA widely perceived as a significant threat to health and safety
- Quest for non-PFOA products spurs product innovation
- Interest in ethnic cooking and young, dynamic, growing Hispanic population
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- Figure 25: Retail sales of “ethnic” cooking products, at current prices, 2004-09
- Figure 26: Dollar share of ethnic cooking products and appliances market by cooking style, 2008
- Cookware suppliers reach out to Hispanic market
- Population growth will make Hispanics important to growth through 2014 and beyond
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- Figure 27: Hispanic share of the population, by age, 2004-14
- Hispanics also have larger families, further driving cookware needs
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- Figure 28: Household size, by race and Hispanic origin of householder, 2009
- Wedding is key moment for acquisition of cookware
Leading Companies
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- Key points
- Consumer research shows diversity of market and widespread lack of brand awareness
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- Figure 29: Cookware manufacturers bought from in past two years, by segment, 2009
Brand Qualities
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- Key points
- Celebrity chef-branded lines benefit from high visibility, consumer identity with celebrity chefs
- High-end manufacturers
- Chantal associated with “German engineering” and healthy enamel products
- Zwilling J.A. Henckels’ Demeyere celebrates 100 years in high-end stainless steel cookware
- Emile Henry associated with French cuisine and Provençal design
- Fissler offers 160 years in market and high-end, German-made steel products
- Le Creuset of America associated with French cuisine and bold colors
- French SEB Group touts the high-end American made All-Clad Brand
- Major U.S. manufacturers
- World Kitchen, LLC
- Gibson makes “value” the centerpiece of branding, benefits from Sunbeam and Oster brand recognition
- Lifetime Brands touts lines ranging from European gourmet to affordable basics
- M.E. Heuck offers contrasting brand images for Hamilton Beach and Proctor Silex
- Meyer offers variety of brands to carve out major share of mainstream market
- Regal Ware brands focus on identity as American made products
- Newell Rubbermaid’s Calphalon offers quality, reliability and value
- Other and smaller suppliers
- Americraft touts heirloom-quality products that also are innovative and healthy
- IMUSA promotes itself as “authentic” Hispanic cookware company
- Lodge Manufacturing promotes All-American image
- Mastrad offers unique, colorful products with modern materials
- Robinson Home Products benefits from brand association with renowned Culinary Institute
- Nordic Ware
- Swiss Diamond
- Tramontina
- TTU
- Wilton
Innovation and Innovators
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- Key points
- Eco-friendly innovations and greening brand identity
- New products for outdoor cooking and grilling
- Innovative themed sets and gift sets
- Down-sized products and single-serving cookware
- Focus Kitchen/Chicago Metallic with innovative baking and roasting products
- Gibson and M.E. Heuck with licensing agreements from established houseware and small appliance brands
- Cooking sets for kids and fun, licensed baking sets with an appeal to moms
- Innovation concepts
- Cookware labeling
- Cookware-to-tableware-to-lunchbox?
Advertising and Promotion
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- Key points
- Overall advertising and marketing outreach
- TV ad showcases new product offerings and refines brand identity
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- Figure 30: CorningWare TV ad, 2009
- Infomercial allows for extensive product demonstrations
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- Figure 31: StoneDine TV ad, 2009
Cookware, Bakeware, Cutlery: Acquisition and Source
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- Key points
- Purchase and receipt of cookware, bakeware or cutlery
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- Figure 32: Purchase or receipt of cookware, bakeware or cutlery in last two years, by gender, July 2009
- Younger consumers actively acquiring more cookware, bakeware, cutlery
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- Figure 33: Purchase or receipt of cookware, bakeware or cutlery in last two years, by age, July 2009
- Those “living with partner” show highest acquisition levels
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- Figure 34: Purchase or receipt of cookware, bakeware or cutlery in last two years, by marital status, July 2009
- Acquisition tends to increase with household size
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- Figure 35: Purchase or receipt of cookware, bakeware or cutlery in last two years, by number of people in household, July 2009
- Source of cookware, bakeware and cutlery—by type of retailer
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- Figure 36: Type of retailer from which cookware, bakeware or cutlery purchased, July 2009
The Cookware Consumer
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- Key points
- Cookware acquisition—type of cookware
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- Figure 37: Cookware purchase, type of product acquired, by occasion of purchase, July 2009
- Choice of retailer for cookware
- Younger buyers favor Walmart and turn to greatest range of retailers
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- Figure 38: Type of retailer from which cookware was purchased, by age, July 2009
- Lower-income consumers favor Walmart; upper-income, department and specialty stores
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- Figure 39: Type of retailer from which cookware was purchased, by household income, July 2009
The Bakeware Consumer
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- Key points
- Bakeware acquisition—type of bakeware
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- Figure 40: Bakeware purchase, type of product acquired, by occasion of purchase, July 2009
- Choice of retailer for bakeware
- Consumers under 45 use range of retailers for bakeware
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- Figure 41: Type of retailer from which bakeware was purchased, by age, July 2009
- Supermarkets popular for bakeware with consumers at all income levels
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- Figure 42: Type of retailer from which bakeware was purchased, by household income, July 2009
The Cutlery Consumer
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- Key points
- Cutlery acquisition—type of cutlery
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- Figure 43: Cutlery purchase, type of product acquired, by occasion of purchase, July 2009
- Choice of retailer for cutlery
- Income strong determinant of where consumers seek cutlery
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- Figure 44: Type of retailer from which cutlery was purchased, by household income, July 2009
Impact of the Recession on Eating Out and Cooking Habits
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- Key points
- Incidence and reason for eating at home more
- Cooking from scratch vs. heat/eat or take out
- Those eating in using a range of cooking methods
- More than half of respondents report eating in more often
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- Figure 45: Changes in eating out or cooking habits in past year, by gender, July 2009
- 18-54-year-olds show substantial cut-backs in eating out
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- Figure 46: Changes in eating out or cooking habits in past year, by age, July 2009
- Changes in cooking patterns
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- Figure 47: Changes in cooking patterns for those eating in/at home more, by gender, July 2009
- Younger consumers more likely to seek quick, easy at-home cooking solutions
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- Figure 48: Changes in cooking patterns for those eating in/at home more, by age, July 2009
- Upper-income households cooking from scratch more—and having more heat-up and take out meals
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- Figure 49: Changes in cooking patterns for those eating in/at home more, by household income, July 2009
- Changes in appliance use
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- Figure 50: Changes in appliance use for those eating in/at home more, by gender, July 2009
- 18-35-year-olds show strong increase in grilling, baking and frying
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- Figure 51: Changes in appliance use for those eating in/at home more, by age, July 2009
- Upper-income households grilling and broiling at above-average levels
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- Figure 52: Changes in appliance use for those eating in/at home more, by household income, July 2009
Impact of Race/Hispanic Origin
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- Key points
- Acquisition of cookware, bakeware or cutlery higher for non-white ethnic groups
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- Figure 53: Purchase or receipt of cookware, bakeware or cutlery in last two years, by race/Hispanic origin, July 2009
- Non-white ethnic groups more likely than whites to change cooking habits
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- Figure 54: Changes in eating out or cooking habits in past year, by race/Hispanic origin, July 2009
- Hispanics and “other” race most likely to cook more from scratch
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- Figure 55: Changes in cooking patterns for those eating in/at home more, by race/Hispanic origin, July 2009
- Changes in appliance use
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- Figure 56: Changes in appliance use for those eating in/at home more, by race/Hispanic origin, July 2009
Cluster Analysis
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- Dabblers
- Replacers
- First-timers
- Cluster characteristics
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- Figure 57: Cookware clusters, July 2009
- Figure 58: Purchase or receipt of cookware, bakeware or cutlery in last two years, by cookware clusters, July 2009
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- Figure 59: Mean number of cookware items acquired, by occasion of purchase, by cookware clusters, July 2009
- Figure 60: Cookware acquisition, type of product, by cookware clusters, July 2009
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- Figure 61: Bakeware acquisition, type of product, by cookware clusters, July 2009
- Figure 62: Cutlery acquisition, type of product, by cookware clusters, July 2009
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- Figure 63: Type of retailer from which cookware, bakeware, or cutlery was purchased, by cookware clusters, July 2009
- Cluster demographics
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- Figure 64: Cookware clusters, by gender, July 2009
- Figure 65: Cookware clusters, by age, July 2009
- Figure 66: Cookware clusters, by household income, July 2009
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- Figure 67: Cookware clusters, by race, July 2009
- Figure 68: Cookware clusters, by Hispanic origin, July 2009
- Cluster methodology
Custom Consumer Groups
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- Key points
- Men aged 18-35 may warrant outreach with “bachelor sets”
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- Figure 69: Purchase or receipt of cookware, bakeware or cutlery in last two years, by gender and age, July 2009
- Females aged 18-54 show strongest tendency to eat at home more often
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- Figure 70: Changes in eating out or cooking habits in past year, by gender and age, July 2009
- Kids in household propels acquisition; moms warrant bakeware focus
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- Figure 71: Purchase or receipt of cookware, bakeware or cutlery in last two years, by gender and presence of children in household, July 2009
- Parents show greatest changes in cooking habits, men without children the fewest
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- Figure 72: Changes in eating out or cooking habits in past year, by gender and presence of children in the household, July 2009
- Moms are using stove top more, Dads grilling… and also baking
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- Figure 73: Changes in appliance use for those eating in/at home more, by gender and presence of children in the household, July 2009
Appendix: Other Useful Consumer Tables
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- Source of cookware, bakeware and cutlery
- For cookware, men turn to a greater variety of retailers than women
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- Figure 74: Type of retailer from which cookware was purchased, by gender, July 2009
- For bakeware, men more likely than women to turn to supermarkets and dollar stores
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- Figure 75: Type of retailer from which bakeware was purchased, by gender, July 2009
- Gender differences in retail choice extend to cutlery
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- Figure 76: Type of retailer from which cutlery was purchased, by gender, July 2009
- Those under 45 use wider range of retailers for cutlery purchase
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- Figure 77: Type of retailer from which cutlery was purchased, by age, July 2009
- Brand purchases
- 18-34-year-olds purchase greatest range of cookware/bakeware brands
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- Figure 78: Brand of cookware/bakeware purchased in last 12 months, by age, July 2009
- 18-44-year-olds purchase widest range of cutlery brands
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- Figure 79: Brand of cutlery purchased in last 12 months, July 2009
- Three or more member households doing more grilling and frying
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- Figure 80: Changes in appliance use for those eating in/at home more, by number of people in household, July 2009
Appendix: Trade Associations
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