Table of Contents
Scope and Themes
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- What you need to know
- Definitions
- Data sources
- Sales data
- Consumer survey data
- Abbreviations
- Terms
Executive Summary
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- The market
- Cookware, appliances purchases may increase with consumers’ discretionary spending
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- Figure 1: Fan-chart forecast of U.S. retail sales of cookware and appliances, at current prices with best- and worst-case scenarios, 2007-17
- Market factors
- Lower household income may give young consumers incentive to cook at home
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- Figure 2: Median household incomes in the U.S., by age of householder, 2010
- Private label brands giving consumers access to wider array of quality products
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- Figure 3: Share of name brand vs. private label food introductions in the U.S., 2009-12*
- Prevalence of farmers markets may spark interest in cooking with fresh produce
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- Figure 4: Farmers markets in the U.S., 1994-2012
- The consumer
- Young cooks enthusiastic about cooking, but need to improve skills
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- Figure 5: Basic vs. advanced cooking skill level, by age, July 2012
- Cleanup the leading barrier to cooking more often
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- Figure 6: Cleanup as a barrier to cooking more often, by age, July 2012
- Parents with young kids may need faster meal options
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- Figure 7: Time as a reason for not cooking more often, by parental status and presence of children in household, July 2012
- Singles don’t have the motivation to cook for one
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- Figure 8: Cooking for myself isn’t worth it, by marital/relationship status, July 2012
- Millennials among the most experimental cooks
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- Figure 9: Types of food prepared at home in the last month, Millennials vs. all, July 2012
- Older cooks drawn to easier cooking methods
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- Figure 10: Baking, microwaving, and boiling at home in the last week, by generation, July 2012
- Family, TV cooking shows leading sources of information on cuisine, cooking methods
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- Figure 11: Sources that lead to trying new cuisines and cooking techniques, July 2012
- Food freshness a priority for home cooks
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- Figure 12: Very important factors when cooking at home, July 2012
- Cooking at home continues to be viewed as a way to save money
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- Figure 13: Strong agreement that cooking at home is cheaper and healthier, July 2012
- What we think
Issues in the Market
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- Can grocers and retailers do more to increase consumers’ cooking skills?
- What can be done to make cooking more appealing to smaller households?
- How can cooks be encouraged to prepare a wider variety of cuisines?
Insights and Opportunities
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- Key points
- Simplified cooking shows for beginners
- More food storage devices addressing item freshness and quality
- Trade-ins and upgrades on gently used cooking products
- More efforts to emphasize the cultural significance of cooking
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- Figure 14: Conflict Kitchen, Pittsburgh, Pa., September 2012
Trend Application
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- Inspire Trend: Collective Intelligence
- Inspire Trend: Life Hacking
- Inspire 2015 Trends
- Old Gold
Market Size and Forecast—Appliances and Cookware
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- Overview
- Discretionary spending growth may impact appliance, cookware purchases
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- Figure 15: Total U.S. retail sales of cookware and appliances, at current prices, 2007-17
- Figure 16: Total U.S. retail sales of cookware and appliances, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 17: Total U.S. retail sales of cookware and appliances, at current prices with best- and worst-case scenarios, 2007-17
Market Drivers
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- Key points
- Young Americans have yet to find solid financial footing
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- Figure 18: Median household incomes in the U.S., by age of householder, 2010
- Store brands expand the range of foods available for at-home cooking
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- Figure 19: Name brand vs. private label food products launched in the U.S., 2009-12*
- Consumer interest in fresh, local foods may lead to cooking at home
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- Figure 20: Number of farmers markets in the U.S., 1994-2012
Competitive Context
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- Key points
- Meal delivery services may lessen the need for cooking at home
- Restaurant transparency making it easier to eat out the healthy way
Segment Performance—Appliances and Cookware
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- Key points
- Kitchen appliance sales slightly outpace cookware
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- Figure 21: Total U.S. retail sales of appliances and cookware, by segment, 2010 vs. 2012
- Figure 22: Total U.S. retail sales and forecast of appliances and cookware, by segment, 2007-17
Innovations and Innovators
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- Key points
- Food truck cooking class offers creative, fun way to improve skills
- Technology being used to offer real-time cooking guidance
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- Figure 23: Kyoto Sanyo University’s camera-projected cooking instructions, September 2012
- Milkmaid Milk Jug uses technology to measure product quality
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- Figure 24: Milkmaid Milk Jug, September 2012
- Culinary cruises combining the love of food and travel
Marketing Strategies
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- Key points
- Tech ads depict TV, mobile devices as ways to access cooking information
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- Figure 25: AT&T “Something New” TV ad, 2012
- Small kitchen appliances positioned as tools to make cooking easy
- Better Beater
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- Figure 26: Better Beater TV ad “Revolutionary Tool” 2012
- Food Network
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- Figure 27: Food Network “Air in Butter” TV ad, 2012
- Celebrity chefs selling the fun, popularity of cooking
- Metropolitan Cooking & Entertaining Show
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- Figure 28: Metropolitan Cooking & Entertaining Show print ad, September 2012
- Cayman Islands and cruises
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- Figure 29: Cayman Islands TV ad “Cooking on the Island” 2011
- Retailers, insurance providers market the health in cooking at home
- Bonnie Plants
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- Figure 30: Bonnie Plants TV ad “Bells” 2012
- Blue Cross/Blue Shield
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- Figure 31: Blue Cross/Blue Shield TV ad “Family Time” 2012
- Email LISTSERVs show subscribers the “winnings” of cooking at home
- Pillsbury Store
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- Figure 32: Pillsbury Store contest, giveaway, and coupon email ad, September 2012
- Betty Crocker
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- Figure 33: Betty Crocker recipe contest email, September 2012
Behaviors and Attitudes Define Six Types of Cooks
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- Segmentation definitions and overview
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- Figure 34: Cooking segments, July 2012
- Key points
- Women more enthusiastic about cooking
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- Figure 35: Profile of cooking segments, by gender, July 2012
- Enthusiastic Cooks are young, Super-enthusiastic Cooks skew older
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- Figure 36: Profile of cooking segments, by generation, July 2012
- Cooking enthusiasts spread across income groupings
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- Figure 37: Profile of cooking segments, by household income, July 2012
Cooking Frequency, Attitudes, and Skill Level
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- Key points
- Men and women similar in their tendency to enjoy cooking
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- Figure 38: Cooking frequency, attitudes, and skill level, by gender, July 2012
- Young cooks have room to improve skill
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- Figure 39: Cooking frequency, attitudes, and skill level, by age, July 2012
- Figure 40: Frequency of cooking meals at home compared to last year, by age, July 2012
- Parents more comfortable in the kitchen
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- Figure 41: Cooking frequency, attitudes, and skill level, by parental status and presence of children in household, July 2012
Barriers to Cooking More Often
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- Key points
- Cooking can be about the cleanup, especially for young cooks
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- Figure 42: Reasons for not cooking more often, by age, July 2012
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- Figure 43: Not enjoying the cleanup as a reason for not cooking more often, by cooking segments, July 2012
- More parents lacking the time to cook
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- Figure 44: Reasons for not cooking more often, by parental status and presence of children in household, July 2012
- Single consumers may need motivation to cook for one
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- Figure 45: Reasons for not cooking more often, by marital/relationship status, July 2012
Foods Typically Prepared
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- Key points
- American food preparation most popular, but Millennials experiment more
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- Figure 46: Types of food prepared at home in the last month, by generation, July 2012
- Figure 47: Types of food prepared at home in the last month, by cooking segments, July 2012
- Parents make the widest variety of foods
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- Figure 48: Types of food prepared at home in the last month, by parental status and presence of children in household, July 2012
Cooking Methods Typically Used
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- Key points
- Baking the most popular cooking method, but young cooks differ from old
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- Figure 49: Types of cooking methods used at home in the last week, by generation, July 2012
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- Figure 50: Type of cooking method used at home most often in the last week, by marital/relationship status, July 2012
- Super-enthusiastic Cooks inclined to choose healthier cooking methods
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- Figure 51: Types of cooking methods used at home in the last week, by cooking segments, July 2012
Sources for New Cuisines and Cooking Techniques
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- Key points
- Family, TV cooking shows most popular sources of cooking information
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- Figure 52: Sources that lead to trying new cuisines and cooking techniques, July 2012
- Most enthusiastic of cooks watching shows, going online
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- Figure 53: Sources that most often lead to trying new cuisines and cooking techniques, by cooking segments, July 2012
- More young men driven to new cuisines by friends, restaurants
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- Figure 54: Sources that lead 18-34s to try new cuisines and cooking techniques, by gender, July 2012
Important Aspects of Cooking at Home
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- Key points
- Maintaining taste, freshness very important to more than four in 10 cooks
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- Figure 55: Very important factors when cooking at home, July 2012
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- Figure 56: Opinions about diet and health, January 2011-March 2012
- The most-involved cooks value experimental cooking, local ingredients
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- Figure 57: Importance of using local foods and experimenting with new foods, by cooking segments, July 2012
- Figure 58: Importance of staying up to date on cooking methods and supplies, by cooking segments, July 2012
Attitudes About Cooking at Home
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- Key points
- More than half strongly agree cooking at home saves money
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- Figure 59: Strong Agreement that cooking at home is cheaper and healthier, July 2012
- More young cooks and parents see cooking as a way to bond, learn
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- Figure 60: Cooking at home for bonding and learning, by generation, July 2012
- Figure 61: Cooking at home for bonding and learning, parental status, and presence of children in the household, July 2012
Impact of Race and Hispanic Origin
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- Key points
- Asians, Hispanics more focused on preparing own cultural cuisine
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- Figure 62: Types of food prepared at home in the last month, by race/Hispanic origin, July 2012
- Blacks and Hispanics focus on food presentation
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- Figure 63: Presenting food well is important, by race/Hispanic origin, July 2012
- More Asians and Hispanics cook at home due to allergies
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- Figure 64: Cooking at home to control ingredients for allergies or food sensitivity, by race/Hispanic origin, July 2012
Appendix—Other Useful Tables
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- Behaviors and attitudes define six types of cooks
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- Figure 65: Cooking segments, by gender, July 2012
- Figure 66: Cooking segments, by age, July 2012
- Figure 67: Cooking segments, by gender and age, July 2012
- Figure 68: Cooking segments, by household income, July 2012
- Figure 69: Cooking segments, by race/Hispanic origin, July 2012
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- Figure 70: Cooking segments, by marital/relationship status, July 2012
- Cooking frequency, attitudes, and skill level
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- Figure 71: Cooking frequency, attitudes, and skill level, by cooking segments, July 2012
- Figure 72: Cooking frequency, attitudes, and skill level, by marital/relationship status, July 2012
- Figure 73: Cooking frequency, attitudes, and skill level, by household size, July 2012
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- Figure 74: Cooking frequency, attitudes, and skill level, by gender and age, July 2012
- Figure 75: Frequency of cooking meals at home compared to last year, by cooking segments, July 2012
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- Figure 76: Frequency of cooking meals at home compared to last year, by household income, July 2012
- Figure 77: Frequency of cooking meals at home compared to last year, by household size, July 2012
- Barriers to cooking more often
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- Figure 78: Reasons for not cooking more often, by cooking segments, July 2012
- Foods typically prepared
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- Figure 79: Types of food most often and also prepared in the last month, July 2012
- Figure 80: Types of food prepared at home in the last month, by gender, July 2012
- Cooking methods typically used
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- Figure 81: Types of cooking methods most often and also used at home in the last week, July 2012
- Figure 82: Total population and singles aged 18 or older, by age, 2011
- Sources for new cuisines and cooking techniques
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- Figure 83: Sources that most often and also lead to trying new cuisines and cooking techniques, July 2012
- Figure 84: Source that most often leads to trying new cuisines and cooking techniques, by generation, July 2012
- Attitudes about cooking at home
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- Figure 85: Opinions about cooking at home, by cooking segments, July 2012
Appendix—Trade Associations
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