Abstract
The cookware market has been on an upward trajectory, fueled by a healthy housing market, lower cost options, a wider range of retail outlets, and the expanding influence of the media. This report paints a clear picture of today' s cookware industry, detailing the steps that will be necessary to keep consumers engaged going forward.
This report covers issues such as:
- Demographic and economic factors driving the market, currently and going forward
- How America' s lifestyles and eating habits impact the choices they make for cookware
- What suppliers are producing, what consumers are buying, and why
- Where consumers shop most for their cookware, and what needs to be done to retain interest at retail level
- What promotions are being utilized, and where there are opportunities to reach more potential customers
The future of the cookware market looks bright, as Echo Boomers, who hold more traditional values than Gen Xers, are likely to boost sales in the coming years.
Table of Contents
- Scope and Themes
- What you need to know
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- The influence of media
- Higher incomes and housing
- Cooking in the home is on the decline
- Cooking for more than one
- Age plays a significant role in market participation
- Women in the kitchen
- Hispanics and family cooking
- Safety of non-stick coatings
- The leading names in cookware
- Where cookware is sold
- Promotional efforts could use a boost
- The cookware consumer
- What' s in store?
- Market Drivers
- Home ownership peaked, and fell
- Figure 1: Sales of existing and new single-family homes, 2001-07
- Figure 2: U.S. home ownership, 1999-2006
- Figure 3: Home moves, purchase of new home and first home ownership, profile by age and marital status, 2006
- Higher income households on the rise
- Figure 4: Number of households per income group, 2000 and 2005
- Celebrity chefs/reality shows target mainstream
- Figure 5: Attitudes towards cookware, cooking and cooking shows, September 2007
- Weddings, marriage and family
- Figure 6: Marriages in the U.S., 2001-05
- Figure 7: Types of items on wedding gift registries, by age, October 2006
- Figure 8: Persons 15 and older who are or were married, 1960-2005
- Figure 9: Estimated median age at first marriage, by gender, 1890-2006
- Competition from meals that don' t need cooking
- Figure 10: Sources of evening meals, June 2006
- Figure 11: Sales (current prices) in fast casual and family/mid-scale restaurants in the U.S., 2004-06
- Figure 12: Convenience food purchases, February 2006
- Figure 13: Price per serving for representative meals at Dinners Ready, July 2007
- But those feeling the pinch are eating out less
- Figure 14: Trying to cut down restaurant spending (various reaons), by gender, age, household income and presence of children, July 2007
- Figure 15: Methods for cutting back on restaurant spending, July 2007
- Age is a primary consideration
- Figure 16: Number of meals eaten outside the home, by meal type, by age, June 2006
- Figure 17: Attitudes and behaviors regarding food and cooking, by age, May 2007
- Figure 18: Degrees of cooking enthusiasm, by age, April 2006
- Women and children first
- Figure 19: Cooking for fun, by gender, 2006
- Figure 20: Women' s labor force participation, 1975-2006
- Focus on Hispanics
- Figure 21: Cooking for fun, by gender and Hispanic origin, 2006
- Figure 22: Opinions about home cooking, all Hispanics, April-May 2006
- Market Size and Trends
- Figure 23: Total U.S. retail sales of cookware, bakeware and kitchen cutlery, at current and constant prices, 2002-07
- Market trends
- A collection to match every kitchen
- What' s in a pan?
- Figure 24: Attitudes towards cookware, cooking and cooking shows, September 2007
- Charitable cookware
- Market Segmentation
- Overview
- Figure 25: Sales of cookware and kitchen cutlery, segmented by type, 2005 and 2007
- Cast iron, POI, and copper
- Figure 26: Retail sales of cast iron, POI, and copper cookware, at current and constant prices, 2002-07
- Aluminium
- Figure 27: Retail sales of Aluminium cookware, at current and constant prices, 2002-07
- Stainless steel
- Figure 28: Retail sales of stainless steel cookware, at current and constant prices, 2002-07
- Kitchen cutlery
- Figure 29: Retail sales of kitchen cutlery, at current and constant prices, 2002-07
- Bakeware
- Figure 30: Retail sales of bakeware, at current and constant prices, 2002-07
- Supply Structure
- Overview
- Chantal
- Le Creuset of America
- Lodge Manufacturing
- Newell Rubbermaid
- Nordic Ware
- Group SEB
- Tramontina
- World Kitchen, LLC
- Meyer
- Cookware
- Bakeware
- Cutlery
- Brands of cutlery purchased
- Figure 31: Brands of cutlery purchased, by topline, September 2007
- Advertising and Promotion
- Introduction
- Internet and email
- Figure 32: Attitudes and opinions of cooks, by age, April 2006
- Prize packages
- Bonus with purchase
- Magazines
- Television show tie-ins
- Figure 33: Calphalon advertisement
- Retail Distribution
- Overview
- Figure 34: Retail sales of cookware and kitchen cutlery, by channel, 2004-06
- Mass merchandisers
- Figure 35: U.S. mass merchandiser sales of cookware, 2002-06
- Alternative channels
- Figure 36: U.S. alternative channel sales of cookware, 2002-06
- Department stores
- Figure 37: U.S. department store sales of cookware, 2002-06
- Other channels
- Figure 38: U.S. "other channel" sales of cookware, 2002-06
- Supermarkets
- Figure 39: U.S. supermarket sales of cookware, 2002-06
- Where consumers shop
- Figure 40: Where cookware, bakeware, cutlery and microwave cookware was purchased, September 2007
- Figure 41: Where cookware was purchased, by type of cookware, September 2007
- Figure 42: Where bakeware was purchased, September 2007
- Figure 43: Where knives were purchased, September 2007
- Figure 44: Where microwave cookware was purchased, September 2007
- The Consumer
- Summary
- Cookware items: bought for the first time, to replace an old one, bought
or received as a gift
- Figure 45: Items of cookware, bakeware or cutlery bought or received as a gift, by form of acquisition, September 2007
- Figure 46: Items of cookware, bakeware or cutlery bought as a first-time purchase, September 2007
- Figure 47: Items of cookware, bakeware or cutlery bought as replacement purchase, September 2007
- Figure 48: Items of cookware, bakeware or cutlery bought for someone else, September 2007
- Frequency of cookware and bakeware use
- Figure 49: Frequency of cooking that involves cookware, by topline and gender, September 2007
- Figure 50: Frequency of cooking that involves cookware, by age, September 2007
- Figure 51: Frequency of cooking that involves cookware, by marital status, September 2007
- Figure 52: Frequency of cooking that involves cookware, by presence of children, September 2007
- Figure 53: Frequency of cooking that involves cookware, by employment status, September 2007
- Cookware, bakeware or cutlery purchased or received
- Figure 54: Types of cookware, bakeware or cutlery bought and/or received as a gift, by gender, September 2007
- Figure 55: Types of cookware, bakeware or cutlery bought and/or received as a gift, by age, September 2007
- Figure 56: Types of cookware, bakeware or cutlery bought and/or received as a gift, by household income, September 2007
- Figure 57: Types of cookware, bakeware or cutlery bought and/or received as a gift, by race/Hispanic origin, September 2007
- Figure 58: Types of cookware, bakeware or cutlery bought and/or received as a gift, by marital status, September 2007
- Figure 59: Types of cookware, bakeware or cutlery bought and/or received as a gift, by presence of children, September 2007
- Attitudes towards cookware, cooking and cooking shows
- Figure 60: Attitudes towards cookware, cooking and cooking shows, September 2007
- Figure 61: Attitudes towards cookware, cooking and cooking shows, by age, September 2007
- Figure 62: Attitudes towards cookware, cooking and cooking shows, by race/Hispanic origin, September 2007
- Figure 63: Attitudes towards cookware, cooking and cooking shows, by presence of children, September 2007
- Reasons for purchasing cookware, bakeware or cutlery
- Figure 64: Reasons for purchase of cookware, bakeware or cutlery, by age, September 2007
- Figure 65: Reasons for purchase of cookware, bakeware or cutlery, by marital status, September 2007
- Figure 66: Reasons for purchase of cookware, bakeware or cutlery, by employment status, September 2007
- Future and Forecast
- Future trends
- Introduction
- The Echo Boom generation holds promise
- Figure 67: Generations, 2002-12
- "BFY" and better for the earth non-stick coatings
- No next "big thing" (beyond non-stick)
- Beyond The Food Network; pop culture influence on sales
- Interest in ethnic cooking spurs on cooking
- Figure 68: Purchases of ethnic foods, by food type, July 2007
- Figure 69: Types of meals served at home, all respondents and cohorts, July 2007
- Hispanic market growing and receptive
- Figure 70: Population by race and Hispanic origin, 2002-12
- Market forecast
- Cookware market
- Figure 71: Forecast of total U.S. retail sales of cookware, bakeware and kitchen cutlery, at current and constant prices, 2007-12
- Figure 72: Forecast of retail sales of cookware, bakeware and kitchen cutlery, at current and constant prices, 2007-12
- Cast iron, POI, and copper
- Figure 73: Forecast of U.S. sales of cast iron, POI, and copper cookware, at current and constant prices, 2007-12
- Aluminum
- Figure 74: Forecast of U.S. sales of aluminum cookware, at current and constant prices, 2007-12
- Stainless steel
- Figure 75: Forecast of U.S. sales of stainless steel cookware, at current and constant prices, 2007-12
- Kitchen cutlery
- Figure 76: Forecast of U.S. sales of kitchen cutlery, at current and constant prices, 2007-12
- Bakeware
- Figure 77: Forecast of U.S. sales of bakeware, at current and constant prices, 2007-12
- Forecast factors
- Appendix: Trade Associations
