Table of Contents
Executive Summary
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- The issues
- Cookware market maintains growth
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- Figure 1: Total US retail sales of cookware, bakeware, and cutlery, by segment, at current prices, 2011-16
- Household penetration high, presents market growth challenges
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- Figure 2: Cookware, bakeware, cutlery ownership, April 2016
- Functional and convenience features key purchase factors
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- Figure 3: Purchase factors for cookware, bakeware, and cutlery, April 2016
- The opportunities
- Expand claims beyond convenience and functionality features
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- Figure 4: Select purchase factors and attitudes for cookware, bakeware, and cutlery, April 2016
- Focus on adults aged 25-44, parents, Hispanics
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- Figure 5: Select attitudes toward cookware, by age, parental status, and Hispanic origin, April 2016
- Enhance the in-store experience
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- Figure 6: Purchase behaviors, April 2016
- What it means
The Market – What You Need to Know
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- Cookware maintains steady growth
- Cooking and baking subscription services benefit category
- US population growth, improving economy to boost market
Market Size and Forecast
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- Cookware maintains steady overall growth
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- Figure 7: Total US sales and fan chart forecast of cookware, bakeware, and cutlery, at current prices, 2011-21
- Figure 8: Total US sales and forecast of cookware, bakeware, and cutlery, at current prices, 2011-21
Market Breakdown
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- Non-stick, other cookware experience strongest growth
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- Figure 9: Share of US retail sales of cookware, bakeware, and cutlery, by segment, 2016
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- Figure 10: Total US retail sales of cookware, bakeware, and cutlery, by segment, at current prices, 2011-16
- Most sales stem from supercenters, warehouse clubs, specialty stores
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- Figure 11: Total US retail sales of cookware, bakeware, and cutlery, by channel, at current prices, 2011-16
Market Perspective
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- Cooking and baking subscription services benefit the category
- More snacking may impact market
Market Factors
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- Consumer confidence slips, yet still positive signs for cookware market
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- Figure 12: Consumer Sentiment Index, January 2007-April 2016
- Population growing, yet older adults may hinder market growth
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- Figure 13: US population, by age, 2010, 2015, and 2020
- Increase in adults living independently
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- Figure 14: Share of households by number of persons per household, 1960-2013
Key Players – What You Need to Know
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- Cookware design stands out, cooking enthusiasm benefits market
- Anodized aluminum cookware, cutlery struggle
- Chemical-free cookware, in-store enhancements to see growth
- Getting kids involved in the kitchen
What’s Cooking?
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- Beyond function, color and design add to kitchen décor
- Oven-to-table could benefit market
- At-home cooking aids healthy living
- In their words
- Social media and TV shows influence cooking movement trend
- In their words
What’s Burning?
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- Aluminum cookware struggles to compete
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- Figure 15: Total US retail sales and forecast of anodized aluminum cookware, at inflation-adjusted prices, 2011-21
- Offering open stock and customizable sets may boost cutlery segment
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- Figure 16: Total US retail sales of cutlery, at inflation-adjusted prices, 2012-21
- Department stores, other retail channels losing share
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- Figure 17: Total US retail sales of cookware, by channel, at current prices, 2014 and 2016
What’s Getting Prepped?
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- Safer cookware
- Enhancing in-store, omnichannel retailing
- Mini Chefs: Kids can cook too!
The Consumer – What You Need to Know
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- Nearly universal household penetration of cookware
- 94% of adults own bakeware
- Age and income influence cutlery ownership
- Healthy living, cooking enthusiasm influence at-home baking/cooking
- Consumers looking for trial opportunities from in-store experience
- Functional, convenience factors most important when purchasing
- Skill improvement, design present opportunities to boost market
Cookware Ownership
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- 98% of households own cookware
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- Figure 18: Cookware ownership, April 2016
- Ownership skews toward older adults
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- Figure 19: Cookware ownership, by age, April 2016
- Ethnic cookware facilitates needs of multicultural adults
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- Figure 20: Cookware ownership, by race and Hispanic origin, April 2016
Bakeware Ownership
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- High household penetration of bakeware
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- Figure 21: Bakeware ownership, April 2016
- Bakeware ownership skews toward females 35+
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- Figure 22: Bakeware ownership, by gender and age, April 2016
- Hispanic consumers less engaged in bakeware market
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- Figure 23: Bakeware ownership, by Hispanic origin, April 2016
Cutlery Ownership
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- 95% of households own cutlery
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- Figure 24: Cutlery ownership, April 2016
- Younger consumers stick to basics, older consumers own a range
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- Figure 25: Cutlery ownership, by age, April 2016
- Household income impacts cutlery ownership
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- Figure 26: Cutlery ownership, by household income, April 2016
Cooking and Baking Frequency
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- Healthy living, cooking enthusiasm impact cooking, baking frequency
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- Figure 27: Baking and cooking frequency, April 2016
- In their words
- Younger consumers, parents spending more time cooking and baking
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- Figure 28: Baking and cooking more than a year ago, by age and parental status, April 2016
- In their words
- Hispanics more likely to report increase of cooking and baking
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- Figure 29: Baking and cooking more than a year ago, by Hispanic origin, April 2016
Purchase Behaviors
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- In-store experience important, most stick to buying essentials
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- Figure 30: Purchase behaviors, April 2016
- In their words
- Younger adults, parents conduct extensive research, willing to spend
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- Figure 31: Select purchase behaviors, by age and parental status, April 2016
- In their words
- Selection, product trial opportunities appeal to Hispanic consumers
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- Figure 32: Select purchase behaviors, by Hispanic origin and race, April 2016
Purchase Factors
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- Functionality and quality weigh on category shoppers
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- Figure 33: Purchase factors, any ownership, April 2016
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- Figure 34: Correspondence analysis – Purchase factors, April 2016
- Methodology
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- Figure 35: Purchase factors, April 2016
- Factors considered for cookware: Function and design most influential
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- Figure 36: Select cookware purchase factors, by age, April 2016
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- Figure 37: Select cookware purchase factors, by race and Hispanic origin, April 2016
- Factors considered for bakeware: Convenience most important
- In their words
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- Figure 38: Select bakeware purchase factors, by age, April 2016
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- Figure 39: Select bakeware purchase factors, by race and Hispanic origin, April 2016
- Factors considered for cutlery: Weight, trusted professionals
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- Figure 40: Select cutlery purchase factors, by age, April 2016
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- Figure 41: Select cutlery purchase factors, by race and Hispanic origin, April 2016
Attitudes Toward Cookware, Bakeware, and Cutlery
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- Space a barrier, strong interest in improving skills and creativity
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- Figure 42: Attitudes toward cookware, bakeware, and cutlery, April 2016
- Skill improvement, design features appeal to parents, young consumers
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- Figure 43: Select attitudes, by age and parental status, April 2016
- Hispanics interested in design, Asians concerned about chemicals
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- Figure 44: Select attitudes, by race and Hispanic origin, April 2016
Appendix: Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix: Market
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- Figure 45: Total US retail sales and forecast of cookware, bakeware, and cutlery, at inflation-adjusted prices, 2011-21
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