Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations & terms
- Abbreviations
- Terms
Executive Summary
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- Consumer attitudes and the housing boom drive the market
- The story of imports is changing
- All segments show interesting movement
- Highly diverse manufacturers and products starting to look more alike
- Promotional channels are endless for a category that everyone owns
- Maximum number of retail channels
- Consumers’ attachment to kitchens and cookware—regardless of how much cooking they do
- Steady future
Market Drivers
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- From a few cooking shows and famous chefs to an entire genre of hot shows and celebrity chefs
- Prestige to masstige: professional products at home
- Home cooking trends
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- Figure 1: Time and cooking from scratch, April 2005
- The bridal market
- Boom in housing
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- Figure 2: Sales of new and existing homes, 1999-2005
- Trends in kitchen remodeling/improving
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- Figure 3: Total U.S. retail sales of kitchen renovation, at current and constant prices, 2000-05
- Ethnic cooking
- Designer kitchenware
- Chef-branded lines and brand licensing and extensions
- Imports from China—still growing, but not as quickly
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- Figure 4: U.S. imports of cookware, cutlery, garden wares and tools from China, 1999-2004
Market Size and Trends
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- Figure 5: Total U.S. retail sales of cookware and kitchen cutlery, at current and constant prices, 1998-2005
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- Figure 6: Graph: Total U.S. retail sales of cookware and kitchen cutlery, at current and constant prices, 1998-2005
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Market Segmentation
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- Overview
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- Figure 7: Sales of cookware and kitchen cutlery, segmented by type, 2003 and 2005
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- Figure 8: Graph: Sales of cookware and kitchen cutlery, segmented by type, 1998-2005
- Aluminum
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- Figure 9: Retail sales of aluminum cookware, at current and constant prices, 1998-2005
- Stainless steel
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- Figure 10: Retail sales of stainless steel cookware, at current and constant prices, 1998-2005
- Cast iron, POS, and copper
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- Figure 11: Retail sales of cast iron, POS, and copper cookware, at current and constant prices, 1998-2005
- Kitchen cutlery
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- Figure 12: Retail sales of kitchen cutlery, at current and constant prices, 1998-2005
- Bakeware
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- Figure 13: Retail sales of bakeware, at current and constant prices, 1998-2005
- Microwave cookware
Supply Structure
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- Foreign trade
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- Figure 14: Total U.S. imports of metal cookware value, by country, 2001-05
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- Figure 15: Total U.S. imports of ceramic tableware, kitchenware and other ceramic household or toilet articles, value, by country, 2001-05
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- Figure 16: Total U.S. imports of glassware for table, kitchen, toilet, office indoor decoration and similar use, value, by country, 2001-05
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- Figure 17: Total U.S. imports of cutlery and flatware (except precious), by country, 2001-05
- Cookware manufacturers
- Chantal Cookware Corporation
- Le Creuset
- Lodge
- Mauviel
- Meyer Corporation
- Newell Rubbermaid
- Regal Ware, Inc.
- Groupe SEB
- All-Clad
- Tefal
- Viking Range Corporation
- World Kitchen
- Other cookware manufacturers
- Emile Henry
- Tramontina
- Bakeware manufacturers
- Lifetime Brands Corporation/Kitchen Aid Bakeware
- Nordic Ware
- Romertopf
- World Kitchen
- Wilton Industries, Inc.
- Cutlery manufacturers
- Columbian Home Products/Joyce Chen Cutlery
- Goldhamster Solicut Cutlery
- EdgeCraft Corporation/Chef’s Choice Cutlery
- CUTCO
- Furitechnics
- Global Cutlery
- J.A. Henckels
- Kershaw
- Kyocera International/Kyocera Ceramic Cutlery
- Lamson Sharp Cutlery
- Lifetime Brands
- Meyer Corporation
- Mundial
- Newell Rubbermaid
- World Kitchen
- Wüsthof
Advertising and Promotion
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- Overview
- Television and celebrity chefs
- Aggressive in-retailer promotions and support
- Bridal market
- Company activity
- Chantal
- Furitechnics
- Le Creuset
- Lodge Manufacturing
- Meyer Corporation
- Newell Rubbermaid
- Groupe SEB (T-Fal & All-Clad)
- World Kitchen
- Viking Range
Retail Distribution
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- Overview
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- Figure 18: Retail sales of cookware and kitchen cutlery, by channel, 2002-04
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- Figure 19: Graph: Retail sales channel share for cookware and kitchen cutlery, 2004
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- Figure 20: Graph: Sales of cookware and kitchen cutlery, segmented by type, 1999-2004
- Figure 21: Retail sales in the overall housewares category, by retailer, 2004
- Mass merchandisers
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- Figure 22: U.S. mass merchandiser sales of cookware, 1999-2004
- Alternative channels
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- Figure 23: U.S. alternative channel sales of cookware, 1999-2004
- Department stores
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- Figure 24: U.S. department store sales of cookware, 1999-2004
- Other channels
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- Figure 25: U.S. “other channel” sales of cookware, 1999-2004
- Supermarkets
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- Figure 26: U.S. supermarket sales of cookware, 1999-2004
The Consumer
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- Introduction
- Frequency of cooking that involves cookware
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- Figure 27: Frequency of cooking that involves cookware, by gender, September 2005
- Eight out of ten respondents report using cookware at least a few times a week
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- Figure 28: Frequency of cooking that involves cookware, by age, September 2005
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- Figure 29: Frequency of cooking that involves cookware, by marital status, September 2005
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- Figure 30: Frequency of cooking that involves cookware, by employment status, September 2005
- Greater time at home during the day leads to more cooking
- Types of cookware used regularly
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- Figure 31: Types of cookware used regularly, by gender, September 2005
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- Figure 32: Types of cookware used regularly, by marital status, September 2005
- Marital status impacts use of oven cookware
- Cookware, bakeware or cutlery received as a gift
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- Figure 33: Cookware, bakeware or cutlery bought or received as a gift, September 2005
- Gift purchases are a major driver of sales
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- Figure 34: Cookware, bakeware or cutlery bought or received as a gift, by age, September 2005
- 25-34-year-olds report highest gift rate due to life transitions, such as marriage and changing homes
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- Figure 35: Cookware, bakeware or cutlery bought or received as a gift, by household income, September 2005
- Cutlery gifts increase with income
- Reason that gift of cookware, bakeware or cutlery was given
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- Figure 36: Reasons cookware, bakeware or cutlery were received as a gift, by age, September 2005
- Specific items of cookware, bakeware or cutlery bought for self or received as gifts
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- Figure 37: Items of cookware, bakeware or cutlery bought or received as a gift, by form of acquisition, September 2005
- Replacement purchases most common reason for acquiring cookware, followed by receiving as a gift
- Bakeware least bought item type
- Nearly 90% report owning a knife set
- Reasons for purchasing cookware, bakeware or cutlery
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- Figure 38: Reasons for purchase of cookware, bakeware or cutlery, by gender, September 2005
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- Figure 39: Reasons for purchase of cookware, bakeware or cutlery, by household income, September 2005
- Place of purchase of leading cookware, bakeware, and cutlery items
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- Figure 40: Place of purchase for specific cookware items, September 2005
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- Figure 41: Place of purchase for specific bakeware items, September 2005
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- Figure 42: Place of purchase for specific cutlery items, September 2005
- Integrating cookware and food
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- Figure 43: Opinions about spending on quality ingredients and investing in cooking equipment, April 2005
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- Figure 44: Opinions about spending on quality ingredients and investing in cooking equipment, by age, April 2005
- Interest in TV cooking shows
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- Figure 45: Opinions about TV cooking shows, April 2005
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- Figure 46: Opinions about TV cooking shows, by gender, April 2005
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- Figure 47: Opinions about TV cooking shows, by race/ethnicity, April 2005
- Summary
- Cookware usage draws equally from almost all demographics
- Reasons for purchasing cookware, bakeware or cutlery
- Gifting
- Place of purchase
- Opinions about cookware
- Interest in TV shows that leads to cooking and cookware purchases
Future and Forecast
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- Future trends
- Introduction
- The gourmet kitchen/new living room increases cycle of trade-ups
- Induction cook tops to advance cookware
- Private label small but growing
- Increased promotional infomercials and home cooking DVDs
- Controversy over non-stick coating
- Interest in ethnic cuisine and specialty cookware
- Market forecast
- Cookware and kitchen cutlery
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- Figure 48: Forecast of total U.S. retail sales of cookware and kitchen cutlery, at current and constant prices, 2005-2010
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- Figure 49: Graph: Total U.S. retail sales of cookware and kitchen cutlery, 1998-2005, and forecast, 2006-10, at current and constant prices
- Aluminum cookware
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- Figure 50: Forecast of U.S. retail sales of aluminum cookware, at current and constant prices, 2005-2010
- Stainless steel cookware
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- Figure 51: Forecast of U.S. retail sales of stainless steel cookware, at current and constant prices, 2005-2010
- Cast iron, POS, and copper cookware
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- Figure 52: Forecast of U.S. retail sales of cast iron, POS, and copper cookware, at current and constant prices, 2005-2010
- Kitchen cutlery
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- Figure 53: Forecast of U.S. retail sales of kitchen cutlery, at current and constant prices, 2005-2010
- Bakeware
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- Figure 54: Forecast of U.S. retail sales of bakeware, at current and constant prices, 2005-2010
- Forecast factors
Appendix: Trade Associations
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