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Cookware - US - June 2016

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Cookware market maintains growth
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
Figure 2: Cookware, bakeware, cutlery ownership, April 2016
Functional and convenience features key purchase factors
Figure 3: Purchase factors for cookware, bakeware, and cutlery, April 2016
The opportunities
Expand claims beyond convenience and functionality features
Figure 4: Select purchase factors and attitudes for cookware, bakeware, and cutlery, April 2016
Focus on adults aged 25-44, parents, Hispanics
Figure 5: Select attitudes toward cookware, by age, parental status, and Hispanic origin, April 2016
Enhance the in-store experience
Figure 6: Purchase behaviors, April 2016
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Cookware maintains steady growth
Cooking and baking subscription services benefit category
US population growth, improving economy to boost market
MARKET SIZE AND FORECAST
Cookware maintains steady overall growth
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
Non-stick, other cookware experience strongest growth
Figure 9: Share of US retail sales of cookware, bakeware, and cutlery, by segment, 2016
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
Figure 11: Total US retail sales of cookware, bakeware, and cutlery, by channel, at current prices, 2011-16
MARKET PERSPECTIVE
Cooking and baking subscription services benefit the category
More snacking may impact market
MARKET FACTORS
Consumer confidence slips, yet still positive signs for cookware market
Figure 12: Consumer Sentiment Index, January 2007-April 2016
Population growing, yet older adults may hinder market growth
Figure 13: US population, by age, 2010, 2015, and 2020
Increase in adults living independently
Figure 14: Share of households by number of persons per household, 1960-2013
KEY PLAYERS – WHAT YOU NEED TO KNOW
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?
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?
Aluminum cookware struggles to compete
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
Figure 16: Total US retail sales of cutlery, at inflation-adjusted prices, 2012-21
Department stores, other retail channels losing share
Figure 17: Total US retail sales of cookware, by channel, at current prices, 2014 and 2016
WHAT’S GETTING PREPPED?
Safer cookware
Enhancing in-store, omnichannel retailing
Mini Chefs: Kids can cook too!
THE CONSUMER – WHAT YOU NEED TO KNOW
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
98% of households own cookware
Figure 18: Cookware ownership, April 2016
Ownership skews toward older adults
Figure 19: Cookware ownership, by age, April 2016
Ethnic cookware facilitates needs of multicultural adults
Figure 20: Cookware ownership, by race and Hispanic origin, April 2016
BAKEWARE OWNERSHIP
High household penetration of bakeware
Figure 21: Bakeware ownership, April 2016
Bakeware ownership skews toward females 35+
Figure 22: Bakeware ownership, by gender and age, April 2016
Hispanic consumers less engaged in bakeware market
Figure 23: Bakeware ownership, by Hispanic origin, April 2016
CUTLERY OWNERSHIP
95% of households own cutlery
Figure 24: Cutlery ownership, April 2016
Younger consumers stick to basics, older consumers own a range
Figure 25: Cutlery ownership, by age, April 2016
Household income impacts cutlery ownership
Figure 26: Cutlery ownership, by household income, April 2016
COOKING AND BAKING FREQUENCY
Healthy living, cooking enthusiasm impact cooking, baking frequency
Figure 27: Baking and cooking frequency, April 2016
In their words
Younger consumers, parents spending more time cooking and baking
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
Figure 29: Baking and cooking more than a year ago, by Hispanic origin, April 2016
PURCHASE BEHAVIORS
In-store experience important, most stick to buying essentials
Figure 30: Purchase behaviors, April 2016
In their words
Younger adults, parents conduct extensive research, willing to spend
Figure 31: Select purchase behaviors, by age and parental status, April 2016
In their words
Selection, product trial opportunities appeal to Hispanic consumers
Figure 32: Select purchase behaviors, by Hispanic origin and race, April 2016
PURCHASE FACTORS
Functionality and quality weigh on category shoppers
Figure 33: Purchase factors, any ownership, April 2016
Figure 34: Correspondence analysis – Purchase factors, April 2016
Methodology
Figure 35: Purchase factors, April 2016
Factors considered for cookware: Function and design most influential
Figure 36: Select cookware purchase factors, by age, April 2016
Figure 37: Select cookware purchase factors, by race and Hispanic origin, April 2016
Factors considered for bakeware: Convenience most important
In their words
Figure 38: Select bakeware purchase factors, by age, April 2016
Figure 39: Select bakeware purchase factors, by race and Hispanic origin, April 2016
Factors considered for cutlery: Weight, trusted professionals
Figure 40: Select cutlery purchase factors, by age, April 2016
Figure 41: Select cutlery purchase factors, by race and Hispanic origin, April 2016
ATTITUDES TOWARD COOKWARE, BAKEWARE, AND CUTLERY
Space a barrier, strong interest in improving skills and creativity
Figure 42: Attitudes toward cookware, bakeware, and cutlery, April 2016
Skill improvement, design features appeal to parents, young consumers
Figure 43: Select attitudes, by age and parental status, April 2016
Hispanics interested in design, Asians concerned about chemicals
Figure 44: Select attitudes, by race and Hispanic origin, April 2016
APPENDIX: DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
APPENDIX: MARKET
Figure 45: Total US retail sales and forecast of cookware, bakeware, and cutlery, at inflation-adjusted prices, 2011-21

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