Table of Contents
Executive Summary
-
- Overview
- Themes
- Young consumers are looking to learn and grow
- Cookware is going digital
- Innovations in product design may encourage category growth
- What it means
The Market – What You Need to Know
-
- Cookware market sees gradual declines
- Bakeware and cutlery sales grow
- Population trends may impact kitchen habits, cookware sales
- Small kitchen appliances hinder cookware growth
Market Size and Forecast
-
- Cookware sales continue to decline, with opportunity in inspiration
-
- Figure 1: Total US sales and fan chart forecast of market, at current prices, 2011-21
- Figure 2: Total US sales and forecast of market, at current prices, 2014-24
Market Breakdown
-
- Cookware essentials dominate the market
-
- Figure 3: Share of US retail sales of cookware, by segment, at current prices, 2019 estimates
- Bakeware and cutlery continue to grow, despite overall market declines
- Superstores and specialty retailers control the market
-
- Figure 4: Total US retail of cookware, by channel, at current prices, 2019 estimates
Market Perspective
-
- Storage concerns may prompt cookware design overhaul
- Health-conscious consumers crave convenience
- Small kitchen appliances’ slow growth in the saturated cookware category
Market Factors
-
- Household composition shifts away from the presence of children, impacting cooking habits
-
- Figure 5: Percentage of households with children, 2007-17
- Population age distribution skews older, alters cookware needs
-
- Figure 6: Population aged 18 or older, by age, 2013-23
- Confident consumers may provide new opportunities for premium cookware brands
-
- Figure 7: Food spend at and away from home, January 2013-April 2019
- Figure 8: Consumer Confidence Index, January 2013 to May 2019
Key Players – What You Need to Know
-
- Internet trends continue to shape the cookware category
- Convenience and versatility appeal to consumers
- Customized cookware revitalizes the kitchen
What’s Working?
-
- Partnerships with influencers extend category reach
-
- Figure 9: Chef Tom Colicchio Describes Partnership with Made In, October 2018
-
- Figure 10: Chrissy Tiegen Announces “CHRISSYxTARGET” Cookware Line, September 2018
- Content creation captures target consumers
-
- Figure 11: Le Creuset Releases Memorial Day Spotify Channel, May 2019
What’s Next?
-
- Space saving tactics streamline storage and use
-
- Figure 12: Calphalon Premier Space Saving Hard Anodized Nonstick Cookware Set
- Figure 13: Made In Silicone Universal Lid
- Style meets substance with customized cookware
-
- Figure 14: Le Creuset Customized Hardware, May 2019
The Consumer – What You Need to Know
-
- Adults are cooking as much as they were a year ago
- Cookware, bakeware, and cutlery ownership is universal
- Most cookware purchases made at mass merchandisers, though online-only retailers are growing
- Storage limitations are a primary concern
Cooking and Baking Frequency
-
- Adults are cooking about as often as they were a year ago
-
- Figure 15: Cooking and baking frequency, February 2019
- Life stage impacts cooking and baking habits
-
- Figure 16: Cooking and baking frequency, by age, February 2019
-
- Figure 17: Cooking and baking frequency, by parental status, February 2019
- Hispanic consumers are cooking and baking more
-
- Figure 18: Cooking and baking frequency, by Hispanic origin, February 2019
- Health-conscious consumers cook for pleasure
-
- Figure 19: Reasons for cooking/baking more, February 2019
- Figure 20: Healthy Cooking on GreenLife Cookware Instagram, March 2019
- Younger consumers are cooking more to improve their skills, and they enjoy it
-
- Figure 21: Reasons for cooking/baking more, by age, February 2019
- Parents are driven by convenience in the kitchen
-
- Figure 22: Reasons for cooking/baking more, by parental status, February 2019
Cookware Ownership and Usage
-
- Ownership of traditional cookware is nearly universal
-
- Figure 23: Cookware ownership and usage, February 2019
- Young adults are developing their cookware collection
-
- Figure 24: Cookware ownership and usage, by age, February 2019
- Asian consumers use specialty and microwave cookware
-
- Figure 25: Cookware ownership and usage, by race/Hispanic origin, February 2019
Bakeware and Cutlery Ownership and Usage
-
- Growth opportunity lies in specialty items
-
- Figure 26: Bakeware and cutlery ownership and usage, February 2019
- Young adults provide growth opportunities
-
- Figure 27: Bakeware and cutlery ownership and usage, currently own and use, by age, February 2019
- Black and Asian consumers are less engaged with baking and bakeware
-
- Figure 28: Bakeware ownership and usage, currently own and use, by race, February 2019
Retailers Shopped
-
- Majority of consumers continue to shop for cookware in-store
-
- Figure 29: In-store vs online purchase, February 2019
- Most cookware is purchased at a mass merchandiser
- The role of online-only retailers is growing
-
- Figure 30: Retailers shopped, February 2019
- Category experience influences retailer selection
-
- Figure 31: In-store vs online purchase, by age, February 2019
Shopping Behaviors
-
- Product quality and familiarity matter
-
- Figure 32: Shopping behaviors, February 2019
- Young adults seek information across multiple channels
-
- Figure 33: Shopping behaviors, by age, February 2019
-
- Figure 34: Shopping behaviors, by parental status, February 2019
- Men may be candidates for premium products
-
- Figure 35: Shopping behaviors, by gender, February 2019
Attitudes toward Cooking and Baking
-
- Cookware storage remains a concern, while convenience becomes a priority
-
- Figure 36: Attitudes toward cooking and baking, February 2019
- Younger consumers seek inspiration and guidance
-
- Figure 37: Le Creuset Announces Instagram Takeover, June 2019
-
- Figure 38: Attitudes toward cooking and baking, by age, February 2019
- Parents are engaged cooks in the kitchen and online
-
- Figure 39: Attitudes toward cooking and baking, by parental status, February 2019
- Blacks and Hispanics seek innovation in the kitchen
-
- Figure 40: Attitudes toward cooking and baking, by race and Hispanic origin, February 2019
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Back to top