Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Segmentation definitions and overview
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Category tracks with slow improvement in economy
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- Figure 1: Total U.S. retail sales of cookware and fan chart forecast, at current prices, 2008-18
- Segments offering specialization and convenience outperform the market
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- Figure 2: Total U.S. retail sales of cookware, by segment, 2011 and 2013
- Discount stores lead sales, specialty stores experience growth
- The consumer
- Cooking interest and skill drive category purchases
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- Figure 3: Purchase of cookware, by cooking segments, April 2013
- Replacement remains top reason for purchase
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- Figure 4: Reasons for purchase of cookware/bakeware, April 2013
- Easy cleaning and price most important purchase considerations
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- Figure 5: Attribute importance for cookware and bakeware, very important, April 2013
- Attitudes toward cookware and bakeware
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- Figure 6: Attitudes toward cookware and cooking, agree strongly, April 2013
- What we think
Issues and Insights
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- Make supermarkets a showcase for cooking and cookware
- The issues
- The implications
- Catch the momentum of ethnic cooking
- The issues
- The implications
- Break out of the replacement cycle
- The issues
- The implications
Trend Applications
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- Trend: Moral Brands
- Trend: Return of the Experts
- Mintel Futures: Old Gold
Market Size and Forecast
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- Key points
- Category tracks with slow improvement in economy
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- Figure 7: Total U.S. retail sales of cookware, at current prices, 2008-18
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- Figure 8: Total U.S. retail sales of cookware, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 9: Total U.S. retail sales of cookware and fan chart forecast, at current prices, 2008-18
Market Drivers
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- Household income stabilizes but remains weak
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- Figure 10: Median household income, in inflation-adjusted dollars, 2001-11
- Consumer confidence on the rise
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- Figure 11: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2008-13
- Renovation market rebounding
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- Figure 12: BuildFax Remodeling Index, 2008-13
- Time spent on home meal prep increasing
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- Figure 13: Time spent on food preparation and cleanup, by gender, 2007-11
- Growing interest in fresh, local foods supports home cooking
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- Figure 14: Number of farmers markets in the U.S., 1994-2012
Competitive Context
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- Small kitchen appliances compete for home meal prep budgets
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- Figure 15: U.S. retail sales of select kitchen appliances, 2008-12
- Figure 16: U.S. retail sales of select kitchen appliances, 2008-12 (continued)
- More money spent on food at home
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- Figure 17: Percentage of total food expenditures on food at home and food away from home, 2007-11
Segment Performance
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- Key points
- Specialization and convenience outperform more general products
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- Figure 18: Total U.S. retail sales of cookware, by segment, 2011 and 2013
Segment Performance – Nonstick Cookware
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- Key points
- Heavily promoted segment a category mainstay
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- Figure 19: Total U.S. retail sales of nonstick cookware, 2008-18
Segment Performance – Stainless Steel Cookware
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- Key points
- Stainless sales stagnate but could be set for rebound
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- Figure 20: Total U.S. retail sales of stainless steel cookware, 2008-18
Segment Performance – Anodized Aluminum Cookware
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- Key points
- Anodized aluminum holds appeal for cooks looking to save time and money
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- Figure 21: Total U.S. retail sales of anodized aluminum cookware, 2008-18
Segment Performance – Other Cookware
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- Key points
- Beyond reheating: microwave cooking pushes to expand
- Ethnic cookware taps into desire for exploration and authenticity
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- Figure 22: Share of other cookware subsegments, 2008-18
- Figure 23: Total U.S. retail sales of other cookware*, 2008-18
Segment Performance – Metal Bakeware
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- Key points
- Bakeware benefits from growing popularity of baking at home
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- Figure 24: Total U.S. retail sales of metal bakeware, 2008-18
Segment Performance – Cutlery
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- Key points
- Segment gains steadily, may benefit further from shopper education
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- Figure 25: Total U.S. retail sales of cutlery, 2008-18
Retail Channels
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- Key points
- Discounters maintain lead but face pressure from specialists and online sellers
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- Figure 26: Total U.S. retail sales of cookware, by retail channel, 2011 and 2013
Retail Channels – Discount Stores and Warehouse Clubs
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- Key points
- Cookware fits Target’s cheap-chic strategy
- Walmart focuses on basics and low prices
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- Figure 27: Total U.S. retail sales of cookware in discount stores and warehouse stores, 2011 and 2013
Retail Channels – Specialty Stores
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- Key points
- Specialty stores gain on appeal to enthusiasts
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- Figure 28: Total U.S. retail sales of cookware in specialty stores, 2011 and 2013
Retail Channels – Department Stores
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- Key points
- Weak sales for category reflect weakness of the channel as a whole
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- Figure 29: Total U.S. retail sales of cookware in department stores, 2011 and 2013
Retail Channels – Other Retailers
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- Key points
- Wide variety of channels combine for solid cookware growth
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- Figure 30: Total U.S. retail sales of cookware in other retailers*, 2011 and 2013
Leading Companies
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- Groupe SEB (T-Fal and All-Clad Metalcrafters)
- Newell Rubbermaid (Calphalon)
- Extending the Calphalon brand
- Meyer Corporation
Innovations and Innovators
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- Twiztt an effort to redefine convenience
- Revolution from Revol first ceramics to work with all heat sources
- Calphalon places increasing emphasis on nonstick surfaces
- Bakeware innovations that expand possibilities
Marketing Strategies
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- Overview
- All-Clad targets brides-to-be and cooking enthusiasts
Social Media
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- Key points
- Social media metrics
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- Figure 31: Key performance indicators, June 2013
- Market overview
- Brand usage and awareness
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- Figure 32: Usage and awareness of selected cookware brands, April 2013
- Interaction with cookware brands
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- Figure 33: Interaction with selected cookware brands, April 2013
- Online conversations
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- Figure 34: Online conversations on selected cookware brands, by day, May 3-June 2, 2013
- Where are people talking about cookware brands?
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- Figure 35: Online conversations on selected cookware brands, by page type, May 3-June 2, 2013
- What are people talking about?
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- Figure 36: Types of conversations around selected cookware brands, May 3-June 2, 2013
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- Figure 37: Types of conversations around selected cookware brands, by day, May 3-June 2, 2013
- Analysis by brand
- Cuisinart
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- Figure 38: Cuisinart – key social media indicators, June 2013
- Key online campaigns
- What we think
- T-Fal
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- Figure 39: T-Fal – Key social media indicators, June 2013
- Key online campaigns
- What we think
- Le Creuset
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- Figure 40: Le Creuset – Key social media indicators, June 2013
- Key online campaigns
- What we think
- All-Clad
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- Figure 41: All-Clad – Key social media indicators, June 2013
- Key online campaigns
- What we think
- Calphalon
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- Figure 42: Calphalon – Key social media indicators, June 2013
- Key online campaigns
- What we think
- Korin Knives
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- Figure 43: Korin Knives – Key social media indicators, June 2013
- What we think
Purchase of Cookware
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- Key points
- Nearly two thirds of adults have purchased cookware in last two years
- High purchase incidence among young adults reflects cooking enthusiasm
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- Figure 44: Purchase of cookware, by gender and age, April 2013
- Upper-middle income group purchases widest array of cookware
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- Figure 45: Purchase of cookware, by household income, April 2013
- Cooking enthusiasm drives purchase of a greater variety of cookware
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- Figure 46: Purchase of cookware, by cooking segments, April 2013
Purchase of Bakeware and Cutlery
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- Key points
- Women 18-34 are a key market for bakeware and for the category as a whole
- Men an important target for cutlery manufacturers and retailers
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- Figure 47: Purchase of bakeware and cutlery, by gender and age, April 2013
- Bakeware purchase incidence skews strongly to larger households
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- Figure 48: Purchase of bakeware and cutlery, by household size, April 2013
- Bakeware and cutlery offer opportunities to enhance enthusiasm and skill
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- Figure 49: Purchase of bakeware and cutlery, by cooking segments, April 2013
Reasons for Purchase of Cookware/Bakeware
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- Key points
- Replacement remains top reasons for purchase, keeping sales growth in check
- Younger buyers more likely to purchase in order to enhance skills, variety
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- Figure 50: Reasons for purchase of cookware/bakeware, by gender and age, April 2013
- Enthusiastic Cooks represent expansion and trade-up opportunities
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- Figure 51: Reasons for purchase of cookware/bakeware, by cooking segments, April 2013
Attribute Importance for Cookware and Bakeware
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- Key points
- Easy cleaning and price most likely to be rated very important
- Consumer reviews carry more weight than professionals and celebrities
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- Figure 52: Attribute importance for cookware and bakeware, April 2013
- Women 55+ especially attuned to convenience, practicality
- Reviews of all types essential for young adults
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- Figure 53: Very important attribute for cookware and bakeware, by gender and age, April 2013
- Enthusiastic and Super-enthusiastic Cooks motivated by more attributes
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- Figure 54: Very important attribute for cookware and bakeware, by cooking segments, April 2013
Attitudes Toward Cookware and Cooking
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- Key points
- The right cookware facilitates healthy eating
- Pleasing family and friends a powerful emotional driver for home cooking
- Interest in new recipes a potential motivation for cookware purchases
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- Figure 55: Attitudes toward cookware and cooking, April 2013
- Women appreciate social aspects of cooking, men the equipment
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- Figure 56: Strongly agree with attitudes toward cookware and cooking, by gender and age, April 2013
- Satisfaction on a number of fronts for most enthusiastic cooks
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- Figure 57: Strongly agree with attitudes toward cookware and cooking, by cooking segments, April 2013
Impact of Race and Hispanic Origin
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- Hispanics more likely to have made cookware purchases in last two years
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- Figure 58: Purchase of cookware, by race/Hispanic origin, April 2013
- Hispanics more likely to have made bakeware and cutlery purchases
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- Figure 59: Purchase of bakeware and cutlery, by race/Hispanic origin, April 2013
- Replacement the top purchase motivation for all groups
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- Figure 60: Reasons for purchase of cookware/bakeware, by race/Hispanic origin, April 2013
- Black and Hispanic cookware shoppers especially attuned to value
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- Figure 61: Very important attribute for cookware and bakeware, by race/Hispanic origin, April 2013
- Black, Hispanic, and Asian cooks highly engaged in cookware and cooking
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- Figure 62: Strongly agree with attitudes toward cookware and cooking, by race/Hispanic origin, April 2013
Cluster Analysis
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- Figure 63: Target clusters, April 2013
- Old Pros
- Demographics
- Characteristics
- Opportunity
- Super Cooks
- Demographics
- Characteristics
- Opportunity
- No-nonsense Cooks
- Demographics
- Characteristics
- Opportunity
- Disengageds
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 64: Cooking frequency, attitude, and skill level, by target clusters, April 2013
- Figure 65: Cooking segments, by target clusters, April 2013
- Figure 66: Purchase of cookware, by target clusters, April 2013
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- Figure 67: Purchase of bakeware and cutlery, by target clusters, April 2013
- Figure 68: Reasons for purchase of cookware/bakeware, by target clusters, April 2013
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- Figure 69: Very important attribute for cookware and bakeware, by target clusters, April 2013
- Figure 70: Strongly agree with attitudes toward cookware and cooking, by target clusters, April 2013
- Cluster demographic tables
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- Figure 71: Target clusters, by demographic, April 2013
- Cluster methodology
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Custom Consumer Groups
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- Gender and presence of children younger than 18
- Kids at home have greater impact on men’s purchases than women’s
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- Figure 72: Purchase of cookware, by gender and presence of children in household, April 2013
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- Figure 73: Purchase of bakeware and cutlery, by gender and presence of children in household, April 2013
- Women, with or without kids, more likely to place importance on attributes
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- Figure 74: Very important attribute for cookware and bakeware, by gender and presence of children in household, April 2013
- Women with kids appreciate social and emotional aspects of home cooking
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- Figure 75: Strongly agree with attitudes toward cookware and cooking, by gender and presence of children in household, April 2013
Appendix – Behaviors and Attitudes Define Six Types of Cooks
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- Figure 76: Cooking frequency, attitude, and skill level, by cooking segments, April 2013
- Cooking segment demographics
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- Figure 77: Cooking segments, by gender and age, April 2013
- Figure 78: Cooking segments, by household income, April 2013
- Figure 79: Cooking segments, by household size, April 2013
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- Figure 80: Cooking segments, by race/Hispanic origin, April 2013
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Appendix – Cooking Frequency, Attitude, and Skill Level
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- Figure 81: Cooking frequency, attitude, and skill level, by gender and age, April 2013
- Figure 82: Cooking frequency, attitude, and skill level, by household income, April 2013
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- Figure 83: Cooking frequency, attitude, and skill level, by household size, April 2013
- Figure 84: Cooking frequency, attitude, and skill level, by race/Hispanic origin, April 2013
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Appendix – Other Useful Consumer Tables
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- Purchase of cookware
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- Figure 85: Purchase of cookware, by household size, April 2013
- Purchase of bakeware and cutlery
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- Figure 86: Purchase of bakeware and cutlery, by household income, April 2013
- Reasons for purchase of cookware and bakeware
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- Figure 87: Reasons for purchase of cookware/bakeware, by household income, April 2013
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- Figure 88: Reasons for purchase of cookware/bakeware, by household size, April 2013
- Attribute importance for cookware and bakeware
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- Figure 89: Very important attribute for cookware and bakeware, by household income, April 2013
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- Figure 90: Very important attribute for cookware and bakeware, by household size, April 2013
- Attitudes toward cookware and cooking
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- Figure 91: Strongly agree with attitudes toward cookware and cooking, by household income, April 2013
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- Figure 92: Strongly agree with attitudes toward cookware and cooking, by household size, April 2013
Appendix – Social Media
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- Brand usage or awareness
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- Figure 93: Brand usage or awareness, April 2013
- Figure 94: Le Creuset usage or awareness, by demographics, April 2013
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- Figure 95: Cuisinart usage or awareness, by demographics, April 2013
- Figure 96: T-Fal usage or awareness, by demographics, April 2013
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- Figure 97: Calphalon usage or awareness, by demographics, April 2013
- Figure 98: All-Clad usage or awareness, by demographics, April 2013
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- Figure 99: Korin Knives usage or awareness, by demographics, April 2013
- Activities done
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- Figure 100: Activities done, April 2013
- Figure 101: Le Creuset – Activities done, by demographics, April 2013
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- Figure 102: Cuisinart – Activities done, by demographics, April 2013
- Figure 103: T-Fal – Activities done, by demographics, April 2013
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- Figure 104: Calphalon – Activities Done, by demographics, April 2013
- Online conversations
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- Figure 105: Online conversations on selected cookware brands, May 3-June 2, 2013
- Figure 106: Online conversations on selected cookware brands, by day, May 3-June 2, 2013
- Figure 107: Online conversations on selected cookware brands, by page type, May 3-June 2, 2013
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- Figure 108: Types of conversations around selected cookware brands, May 3-June 2, 2013
- Figure 109: Types of conversations around selected cookware brands, by day, May 3-June 2, 2013
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- Figure 110: Types of conversations around selected cookware brands, by page type, May 3-June 2, 2013
Appendix – Trade Organizations
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