Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Sales growth picks up following 2008-09 slump
- Nonstick cookware remains category leader; bakeware and cutlery driving growth
- Mass merchandisers dominate the retail landscape
- Most buy to replace old items
- Most Americans enjoy cooking
- One in four cooking very simple meals more often; one in three cooking more from scratch
- Many not aware of what brand they last purchased
- Quality, ease of use, and price drive cookware decisions
- Cookware
- Bakeware
- Cutlery
Insights and Opportunities
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- Many cooking more at home to save, experiment, and achieve health aspirations
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- Figure 1: Cooking habits, those doing more compared to last year by attitudes about cooking and cuisine, 2010
- Partner with grocers to create kiosks, demos, and cross-merchandising
- Target LGBT with registries and rainbow designs
Inspire Insights
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- Inspire Trend: “Brand Review”
- Inspire Trend: “Greenfluencers”
Market Size and Forecast
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- Key points
- Sales growth accelerates following peak of recession
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- Figure 2: Total U.S. retail sales of cookware, at current prices, 2006-16
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- Figure 3: Total U.S. retail sales of cookware, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 4: Total U.S. retail sales and fan chart forecast of cookware, metal bakeware, and cutlery at current prices, 2006-16
Market Drivers
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- Key points
- Cooking-at-home trend driving sales growth
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- Figure 5: Behavioral changes compared to last year, October 2010
- However, price sensitivity undermines sales growth
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- Figure 6: Behavioral changes compared to last year, October 2010
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- Figure 7: Attitudes toward discretionary spending, by household income, October 2010
- Uptick in unemployment likely to drive cooking-at-home trend
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- Figure 8: Unemployment, January 2007-June 2011
- Historically low level of consumer confidence could slow sales
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- Figure 9: University of Michigan Consumer Sentiment Index, March 2007-June 2011
- Rising CPI could drive cooking-at-home trend
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- Figure 10: Consumer Price Index*, all items, January 2008-February 2011
- Population growth will contribute to rising demand for cookware
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- Figure 11: Population, by age, 2006-16
- Large households make Hispanics an important segment
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- Figure 12: Household size, by race/Hispanic origin of householder, 2010
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- Figure 13: Population, by race and Hispanic origin, 2006-16
- Drop in number of weddings may undermine growth
Competitive Context
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- Nearly one in three report dining out less often
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- Figure 14: Restaurant usage, by gender, May 2011
- Improving restaurant performance could suggest a greater competitve threat in the future
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- Figure 15: NRA Performance Indices, January 2009-April 2011
Segment Performance
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- Key points
- Sales of cookware, by segment
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- Figure 16: U.S. retail sales of cookware, by type, 2006-16
- Figure 17: U.S. retail sales of cookware, by type, 2009 and 2011
Segment Performance—Nonstick Cookware
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- Key points
- Nonstick sales climb as PFOA-free surfaces become common
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- Figure 18: U.S. retail sales of nonstick cookware, 2006-16
Segment Performance—Stainless Steel Cookware
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- Key points
- Stainless steel sales grow as some upgrade from aluminium
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- Figure 19: U.S. retail sales of stainless steel cookware, 2006-16
Segment Performance—Anodized Cookware
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- Key points
- Anodized cookware sales recover after steep declines in 2008-09
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- Figure 20: U.S. retail sales and forecast of anodized cookware, 2006-16
Segment Performance—Other Cookware
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- Key points
- Sales growth of “other” cookware expected to accelerate from 2011-16
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- Figure 21: U.S. retail sales and forecast of “other” cookware, 2006-16
Segment Performance—Metal Bakeware
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- Key points
- Growth of bakeware reflects popularity of frozen foods and desserts
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- Figure 22: U.S. retail sales and forecast of metal bakeware, 2006-16
Segment Performance—Cutlery
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- Key points
- Sales growth reflects cooking trend and demand among men
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- Figure 23: U.S. retail sales and forecast of cutlery, 2006-16
Retail Channels
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- Key points
- Supercenters and club stores remain dominant
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- Figure 24: U.S. retail sales of cookware, by channel, 2009 and 2011
Retail Channels—Supercenters & Warehouse Clubs
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- Key points
- Supercenters and warehouse clubs post gains with value and convenience
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- Figure 25: Supercenter and warehouse club sales of cookware, 2006-11
Retail Channels—Specialty Stores
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- Key points
- Sales in specialty channel grow after steep 2009 decline
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- Figure 26: Total U.S. alternative channel sales of cookware, 2006-11
Retail Channels—Department Stores
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- Key points
- Department stores expected to post modest gain in 2011
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- Figure 27: Total U.S. department store sales of cookware, 2006-11
Retail Channels—Other Channels
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- Key points
- Growth in such other channels as supermarkets accelerates in 2010 and 2011
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- Figure 28: Total U.S. other channel sales of cookware, 2006-11
Leading Companies
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- Key points
- Most leaders have long history and extensive offerings
- Cuisinart
- T-Fal
- Calphalon
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- Figure 29: cookware/bakeware brands purchased, May 2011
Innovations and Innovators
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- Manufacturers appeal to lifestyle aspirations
- Manufacturers respond to wellness trend
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- Figure 30: Nordic ware burger bite grill pan, July 2011
- Eco-friendly cookware still a key category of innovation
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- Figure 31: Cuisinart Green Gourmet, July 2011
- Calphalon ReNew
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- Figure 32: Calphalon ReNew shopping bags, July 2011
- Cause marketing helps to differentiate and connect emotionally
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- Figure 33: KitchenAid “cook for the cure” knife, July 2011
- New colors and designs
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- Figure 34: Blue le creuset sauté pan, July 2011
- Celebrity endorsements
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- Figure 35: Le Creuset Oprah collection, July 2011
- Train with brand ambassadors
- Appeal to patriotism
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- Figure 36: Nordic Ware made in America logo, July 2011
- Figure 37: Regal Ware made in USA logo, July 2011
- Heat indicators among innovations that could be used to target inexperienced cooks
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- Figure 38: T-Fal pancake griddle with thermo-spot, July 2011
Marketing Strategies
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- Online is where it’s at
- Calphalon
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- Figure 39: Brand analysis of Calphalon
- Television
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- Figure 40: Calphalon TV ad, 2010
- Figure 41: Calphalon TV ad, 2010
- Website
- Circulon
- Television
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- Figure 43: Circulon TV ad, 2010
- Website
- T-Fal
- Website
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- Figure 44: Quantcast.com estimates for t-falusa.com, July 2011
- Some use smartphone apps to engage customers and invite loyalty
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- Figure 45: Cuisinart KitchenSync app, July 2011
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- Figure 46: Circulon Cooks! iPad app, July 2011
Cooking and Eating Habits and Attitudes
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- Key points
- Most involved in and enjoy household cooking
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- Figure 47: Cooking involvement, enjoyment, and expertise, by gender, May 2011
- Incidence of cooking enjoyment highest among 25-54s
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- Figure 48: Cooking involvement, enjoyment, and expertise, by age, May 2011
- Many, especially young adults, “cooking” more simple meals
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- Figure 49: Minimal meal-preparation habits, by age, May 2011
- Cooking from scratch becoming more popular
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- Figure 50: Meals eaten at home cooked from scratch, by age, May 2011
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- Figure 51: Meals eaten at home cooked from scratch, by annual household income, May 2011
- Target large households with products that simplify cooking and cleanup
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- Figure 52: Meals eaten at home cooked from scratch, by household size, May 2011
- About one in five grilling more as “nesting” trend continues
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- Figure 53: Grilled meals prepared on the barbecue, by annual household income, May 2011
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- Figure 54: Grilled meals prepared on the barbecue, by household size, May 2011
Cookware, Bakeware, Cutlery: Acquisition and Source
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- Key points
- Most buy from mass merchandisers and department stores
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- Figure 55: Choice of retailer for cookware, bakeware, or cutlery, by age, May 2011
- Many not aware of what brand they last purchased
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- Figure 56: Cookware/bakeware brands purchased, by age, May 2011
- Middle- and upper-income buyers more likely to recall brand
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- Figure 57: Cookware/bakeware brands purchased, by annual household income, May 2011
- Replacement and simple desire key purchase drivers
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- Figure 58: Reasons for purchasing cookware/bakeware, by age, May 2011
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- Figure 59: Reasons for purchasing cookware/bakeware, by annual household income, May 2011
- Most do not avoid aluminium or Teflon
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- Figure 60: Consumer attitudes about cookware/bakeware composites, by age, May 2011
The Cookware Consumer
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- Key points
- 25-34s especially likely to purchase cookware
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- Figure 61: Purchases of cookware, by age, May 2011
- Those earning $50K-99K most likely to buy cookware
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- Figure 62: Purchases of cookware, by annual household income, May 2011
- Young adults most likely to purchase at supermarkets
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- Figure 63: Choice of retailer for cookware, by age, May 2011
- Those earning $75K+ most likely to shop at home décor stores
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- Figure 64: Choice of retailer for cookware, annual household income, May 2011
- Large households most likely to shop at mass merchandisers
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- Figure 65: Choice of retailer for cookware, by household size, May 2011
- 18-34s most likely to find recommendations important
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- Figure 66: Cookware features important to respondents, by age, May 2011
- Upper-income consumers more interested in cookware design
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- Figure 67: Cookware features important to respondents, by annual household income, May 2011
The Bakeware Consumer
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- Key points
- Women are the biggest bakeware purchasers, but don’t ignore men
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- Figure 68: Purchases of bakeware, by gender, May 2011
- 25-34s are the most likely to purchase bakeware
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- Figure 69: Purchases of bakeware, by age, May 2011
- Households with incomes of $50K-99K especially purchase bakeware
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- Figure 70: Purchases of bakeware, by annual household income, May 2011
- Mass merchandisers most popular channel for bakeware purchase
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- Figure 71: Choice of retailer for bakeware, by age, May 2011
- Mass merchandisers most popular among lower-income segments
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- Figure 72: Choice of retailer for bakeware, by annual household income, May 2011
- Southerners show preference for Walmart
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- Figure 73: Choice of retailer for bakeware, by region, May 2011
- Ease of use is most important, especially among those aged 65+
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- Figure 74: Bakeware features important to respondents, by age, May 2011
- High-quality brand most important to those from $50K+ households
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- Figure 75: Bakeware features important to respondents, by annual household income, May 2011
The Cutlery Consumer
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- Key points
- Men are more likely to buy some types of cutlery
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- Figure 76: Purchases of cutlery, by gender, May 2011
- Young adults key segment for cutlery manufacturers
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- Figure 77: Purchases of cutlery, by age, May 2011
- Mass merchandisers most popular for cutlery purchases
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- Figure 78: Choice of retailer for cutlery, by age, May 2011
- Home décor stores more popular with those earning $50K+
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- Figure 79: Choice of retailer for cutlery, by annual household income, May 2011
- Northeast and West most likely to shop department stores
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- Figure 80: Choice of retailer for cutlery, by region, May 2011
Impact of Race/Hispanic Origin
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- Key points
- Blacks and Hispanics eating more at home
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- Figure 81: Meals eaten at home cooked from scratch, by race/Hispanic origin, May 2011
- Blacks and Hispanics most likely to buy at mass merchandisers
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- Figure 82: Choice of retailer for cookware, bakeware, or cutlery, by race/Hispanic origin, May 2011
- Blacks most likely to buy several cookware items
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- Figure 83: Purchases of cookware, by race/Hispanic origin, May 2011
- Blacks are most heavily influenced by celebrity endorsements
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- Figure 84: Cookware features important to respondents, by race/Hispanic origin, May 2011
- Recommendations are particularly important for blacks and Hispanics
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- Figure 85: Bakeware features important to respondents, by race/Hispanic origin, May 2011
Custom Consumer Tables
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- Key points
- Those who like cooking more likely to buy cookware
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- Figure 86: Purchases of cookware, by cooking enjoyment, May 2011
- Those who like cooking more likely to buy bakeware
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- Figure 87: Purchases of bakeware, by cooking enjoyment, May 2011
- Mass merchandisers popular across segments
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- Figure 88: Choice of retailer for cookware, bakeware, or cutlery by cooking enjoyment, May 2011
- All brands of cookware most purchased among those who like cooking
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- Figure 89: Cookware/bakeware brands purchased by cooking enjoyment, May 2011
Cluster Analysis
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- Well-Stocked Kitchen
- Demographics
- Characteristics
- Opportunity
- Dining-Out Reducers
- Demographics
- Characteristics
- Opportunity
- Unchanged Cooking Indifferents
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 90: Cookware clusters, May 2011
- Figure 91: Cooking habits, by cookware clusters, May 2011
- Figure 92: Involvement and interest in cooking, by cookware clusters, May 2011
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- Figure 93: Attitudes toward cookware and bakeware, by cookware clusters, May 2011
- Figure 94: Purchase of nonelectric cookware, bakeware, or cutlery items, by cookware clusters, May 2011
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- Figure 95: Reasons for buying cookware/bakeware in the past two years, by cookware clusters, May 2011
- Cluster demographic tables
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- Figure 96: Cookware clusters, by gender, May 2011
- Figure 97: Cookware clusters, by age, May 2011
- Figure 98: Cookware clusters, by household income, May 2011
- Figure 99: Cookware clusters, by race, May 2011
- Figure 100: Cookware clusters, by Hispanic origin, May 2011
- Cluster methodology
Appendix—Other Useful Tables
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- Figure 101: Meals eaten at home cooked from scratch, by gender, May 2011
- Figure 102: Grilled meals prepared on the barbecue, by gender, May 2011
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- Figure 103: Cookware/bakeware brands purchased, by household size, May 2011
- Figure 104: Cookware/bakeware brands purchased, by education, May 2011
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- Figure 105: Choice of retailer for cookware, by household size, May 2011
- Figure 106: Choice of retailer for cookware, bakeware, or cutlery, by annual household income, May 2011
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- Figure 107: Choice of retailer for cookware, bakeware, or cutlery, by region, May 2011
- Figure 108: Cookware/bakeware brands purchased, by household size, May 2011
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- Figure 109: Cookware/bakeware brands purchased, by annual household income, May 2011
- Figure 110: Cookware features important to respondents, by region, May 2011
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- Figure 111: Purchases of cutlery, by household size, May 2011
- Figure 112: Choice of retailer for cutlery, by household size, May 2011
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Appendix—Trade Associations
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