Table of Contents
Executive Summary
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- The market
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- Figure 1: Consumer spend on tableware and cookware, 2009-19
- Figure 2: Market segmentation, cookware, tableware and glassware, 2014 (est)
- Market factors
- Companies, brands and innovation
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- Figure 3: Channels to market, 2014 (est)
- Brand analysis
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- Figure 4: Attitudes towards and usage of brands in the cookware and tableware sector, September 2014
- The consumer
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- Figure 5: Purchases of tableware and cookware in the last 12 months, summary, September 2014
- Figure 6: Purchases of tableware in the last 12 months, by category, September 2014
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- Figure 7: Purchases of cookware in the last 12 months, by category, September 2014
- Figure 8: Retailers where bought tableware and cookware in the last 12 months, in-store and online, September 2014
- Attitudes towards cookware
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- Figure 9: Attitudes towards cookware, September 2014
- Figure 10: Important factors when buying cookware, September 2014
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- Figure 11: Attitudes towards tableware, September 2014
- What we think
Trend Application
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- Trend: Switch Off
- Trend: Minimise Me
- Trend: Life, an Informal Affair
Issues and Insights
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- What is the role of mixing and matching in tablewares?
- The facts
- The implications
- Are people more savvy about quality?
- The facts
- The implications
- The market is dominated by low-priced mass market retailers, so how can retailers add value?
- The facts
- The implications
Internal Market Environment
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- Key points
- Home baking
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- Figure 12: Frequency of baking at home, March 2014
- Cooking and eating habits
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- Figure 13: Cooking and eating habits, May 2012, 2013 and 2014
- Eating prepared meals
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- Figure 14: Types of prepared meals eaten, March 2014
- Fighting the flab
- Eating out
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- Figure 15: What extra money is spent on, November 2009-July 2014
Broader Market Environment
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- Key points
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- Figure 16: Ownership of selected personal technology, January 2012 and June 2014
- More households, smaller households
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- Figure 17: UK households, by size, 2008-18
- Expanding population
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- Figure 17: Forecast adult population trends, by socio-economic group, 2008-18
- Shifting lifestages
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- Figure 18: Forecast adult population trends, by lifestage, 2008-18
- Weddings and cohabiting before marriage
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- Figure 19: Marriages in England and Wales, by cohabiting or not cohabiting before marriage, 2011
- Uplift in property transactions
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- Figure 20: UK Property transactions, annual, 2006-13
- Figure 21: UK Property transactions, monthly, February 2013 – July 2014
Competitive Context
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- Key points
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- Figure 22: Consumer spend on selected categories for the home, 2009-2013
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Product innovation
- Pan with improved efficiency
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- Figure 23: Lakeland pan with fins, October 2014
- Pans with detachable handles
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- Figure 24: Tefal Ingenio, October 2014
- Versatile digital device
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- Figure 25: Judge 3-in-1 digital spoon, scale and thermometer, October 2014
- Innovative serving dish
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- Figure 26: KitchenCraft serving dome, October 2014
- Retail innovation
- Cookery workshops
- Pop up pancake kitchen
- Click and commute
- Recipes and cookery themes
- Excellence in design
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- Figure 27: Sophie Conran for Portmeirion, 2013
- Iconic designs
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- Figure 28: Cook’s Measure, Tala, 2013
Market Size and Forecast
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- Key points
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- Figure 29: Consumer spend on all tableware and cookware, 2009-2014
- Cookware and tableware on the rise
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- Figure 30: Consumer spend on all tableware and cookware, 2009-14
- Figure 31: Total retail value sales of tableware and cookware, at current and constant prices, 2009-19
- Figure 32: Retail value sales of tableware and cookware, at current prices, 2009-14 (est)
- Market segmentation
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- Figure 33: Market segmentation, tableware and cookware, 2013
- Figure 34: Cookware market, by segment, 2009 and 2013
- Figure 35: Tableware market, by segment, 2009 and 2013 (est)
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- Figure 36: Glassware market, by segment, 2013 (est)
- Figure 37: Crockery/china market, by segment, 2013 (est)
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- Figure 38: Cutlery market, by segment, 2013 (est)
Companies and Brands
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- Key points
- Tableware and glass
- Kitchenware and cookware
Channels to Market
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- Key points
- Fragmented distribution
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- Figure 39: Channels to market, 2014 (est)
- Department stores
- Value mixed goods retailers
- Value retailers on the march
- Argos
- Other
- HomeSense
- Matalan
- The Range
- Wilkinson (Wilko)
- Supermarkets
- Tesco
- Asda
- Sainsbury’s
- DIY stores
- Specialist retailers
- Lakeland
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- Figure 40: lakeland, company sales, 2009-13
- Steamer Trading
- Home shopping
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- Figure 41: Shopping for the home online, UK, 2007-13
- Pureplay internet sellers
- Furniture retailers
- IKEA
Brand Communication and Promotion
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- Key points
- Advertising spend rises
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- Figure 42: Topline advertising spend, tableware and cookware, 2010-13
- Figure 43: Advertising spend on tableware and cookware, by advertiser, 2013
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- Figure 44: Advertising spend on tableware and cookware, by advertiser, 2010-13
- Spend by media type
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- Figure 45: Advertising spend by media type, 2013
- Figure 46: Advertising spend by media type for the top advertisers, 2013
- Advertising in 2014
Brand Research
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- Brand map
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- Figure 47: Attitudes towards and usage of brands in the cookware and tableware sector, September 2014
- Correspondence analysis
- Brand attitudes
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- Figure 48: Attitudes, by cookware and tableware brand, September 2014
- Brand personality
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- Figure 49: Cookware and tableware brand personality – macro image, September 2014
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- Figure 50: Cookware and tableware brand personality – micro image, September 2014
- Brand experience
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- Figure 51: Cookware and tableware brand usage, September 2014
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- Figure 52: Satisfaction with various cookware and tableware brands, September 2014
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- Figure 53: Consideration of cookware and tableware brands, September 2014
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- Figure 54: Consumer perceptions of current cookware and tableware brand performance, September 2014
- Brand recommendation
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- Figure 55: Recommendation of selected cookware and tableware brands, September 2014
The Consumer – Purchases of Table and Cookwares
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- Key points
- Purchases of tableware and cookware
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- Figure 56: Purchases of tableware and cookware in the last 12 months, summary, September 2014
- Tableware purchases
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- Figure 57: Purchases of tableware in the last 12 months, by category, September 2014
- Cookware purchases
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- Figure 58: Purchases of cookware in the last 12 months, by category, September 2014
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- Figure 59: Purchases of pans in the last 12 months, by socio-economic group, September 2014
The Consumer – What They Spent on Tableware and Cookware
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- Key points
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- Figure 60: Spend on tableware in the last 12 months, September 2014
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- Figure 61: Spend on cookware in the last 12 months, September 2014
The Consumer – Where They Bought Tableware and Cookware
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- Key points
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- Figure 62: Retailers where bought tableware and cookware in the last 12 months, in-store and online, September 2014
- Argos is the go to destination for people with tight finances
- John Lewis has strong appeal, even to younger customers
- IKEA captures young home makers
- Supermarkets capitalise on passing trade
- Three in ten bought at a discount shop
- Wealthier shoppers favour specialist cookshops
- Time-pressed most likely to buy online
The Consumer – Attitudes towards Buying Tableware
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- Key points
- Attitudes towards buying tableware
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- Figure 63: Attitudes towards buying tableware, September 2014
- Topping up an existing set
- Pressure on storage space
- Browsing around for ideas
- Younger shoppers mix and match
- Price matters to the less well-off
- What people are using now
- Something for best
- Attitudes to tableware by retailer used
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- Figure 64: Attitudes to tableware by retailer used, Argos, September 2014
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- Figure 65: Attitudes to tableware by retailer used, John Lewis, September 2014
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- Figure 66: Attitudes to tableware by retailer used, IKEA, September 2014
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- Figure 67: Attitudes to tableware by retailer used, Supermarket, September 2014
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- Figure 68: Attitudes to tableware by retailer used, Discount/value shops, September 2014
The Consumer – Important Factors When Buying Cookware
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- Key points
- Important factors when buying cookware
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- Figure 69: Important factors when buying cookware, September 2014
- Easy to look after and long-lasting
- Versatile cookwares popular
- Something to suit the dish
- Helping to be a healthier cook
- Professional materials
- Brands matter to the better off
- Important factors when buying cookware by where they shopped
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- Figure 70: Important factors when buying cookware by where they shopped, September 2014
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- Figure 71: Important factors when buying cookware by where they shopped, September 2014 (continued)
- Heavy-duty and low prices for Argos and DIY shoppers
- Department store customers want healthy cooking and professional materials
- IKEA shoppers want easy care
- Supermarket shoppers are price focussed
- Low prices but special dishes for discount shoppers
- Specialist cookshop shoppers are quality-driven
The Consumer – Attitudes towards Buying Cookware
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- Key points
- Attitudes towards cookware
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- Figure 72: Attitudes towards buying cookware, September 2014
- Special dishes for wealthier people
- Boosting creativity
- Younger cooks want things for new recipes
- Something better next time around?
- Versatile cookware
- Limited storage space
- Gifts and treats
- Spending £500
- Attitudes towards cookware by where they shopped
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- Figure 73: Attitudes towards cookware by where they shopped, September 2014
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- Figure 74: Attitudes towards cookware by where they shopped, September 2014 (continued)
- Argos shoppers driven by replacement
- Department store customers rely on the right equipment to do the job well
- IKEA shoppers think of cookware as a treat or gift
- Supermarket shoppers most likely to be replacing
- Specialist shoppers creative in the kitchen
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