Table of Contents
Overview
-
- What you need to know
- Definition
Executive Summary
-
- The issues
- Universal household penetration leads to slow market growth
-
- Figure 1: Cookware, bakeware, cutlery ownership, April 2016-17
- Shifts in cooking and baking habits present challenges
-
- Figure 2: Cooking and baking frequency, April 2016-17
- Convenience, selection drive retailer selection
-
- Figure 3: Importance of selection, convenience, and value-added experiences when selecting a retailer, by age, April 2017
- The opportunities
- Tap into younger adults interest in improving skills, growing inventory
-
- Figure 4: Select attitudes and behaviors toward cooking and baking, by age, April 2017
- Experiential retail piques consumer interest
-
- Figure 5: Interest in value-added retailer experiences, April 2017
- Emphasize health aspects to reach broad audience
-
- Figure 6: Perceptions of cooking at home being healthy, by gender, age, April 2017
- What it means
The Market – What You Need to Know
-
- Cookware sees modest growth, reaching $5.1 billion in 2017
- Subscription services, health, and hygge impact cooking
- Dining out spend encroaches on eating in, cost of groceries falling
Market Size and Forecast
-
- Cookware sales see slow, but stable growth
-
- Figure 7: Total US sales and fan chart forecast of cookware market, at current prices, 2012-22
- Figure 8: Total US retail sales and forecast of cookware, at current prices, 2012-22
Market Breakdown
-
- Nonstick cookware accounts for nearly one third of category, sees growth
-
- Figure 9: Total US retail sales of cookware, by segment share, 2017
-
- Figure 10: Total US retail sales of cookware, by segment, at current prices, 2015 and 2017
- Sales mainly occur within supercenters, warehouse clubs
-
- Figure 11: Total US retail sales of cookware, by channel, at current prices, 2015 and 2017
Market Perspective
-
- Subscription services revive cooking enthusiasm
- Space conscious living is a growing trend
-
- Figure 12: Repertoire of cookware ownership, by living location, April 2017
- Americans search for hygge could end in the kitchen
Market Factors
-
- Americans pursue health while obesity rates continue to rise
- Presence of children, income impacts ownership, cooking habits
-
- Figure 13: Households, by presence of related children, 2006-16
- At-home and out-of-home spending on food continues to rise
-
- Figure 14: Food sales, at home and away from home, January 2003-June 2016
- Groceries becoming more affordable
-
- Figure 15: Consumer price index, food at home, seasonally adjusted, August 2015-16
Key Players – What You Need to Know
-
- Ceramic gaining popularity, social media generates enthusiasm
- Department stores lack relevance for category shoppers
- Brands get patriotic, commit to health, and get smarter
What’s Working?
-
- Garden-to-table
- Ceramic pans tackle all cooking and baking needs
- In-store shopping experience remains important
- Social media encourages cooking and baking
What’s Struggling?
-
- Department stores see softness amid current retail climate
- A focus on convenience and color could benefit cutlery
- Anodized aluminum cookware, metal bakeware continue to struggle
-
- Figure 16: Total US retail sales of anodized aluminum cookware and metal bakeware, at current prices, 2015 and 2017
What’s Next?
-
- 2017 design trends attract shoppers attention
- Le Creuset expands from iconic Dutch ovens
- Brands partner for commitment to health
- Made in the USA
- Cook smarter, not harder
-
- Figure 17: Hestan Cue
-
- Figure 18: Google Home now provides step-by-step recipe instructions, April 26, 2017
The Consumer – What You Need to Know
-
- Universal household penetration of cookware
- Bakeware and cutlery ownership levels hold steady
- Cooking and baking frequency remains relatively unchanged
- Mass channels most shopped for category purchases
- Convenience, wide assortment key for retailers
- The good outweighs the bad when cooking and baking at home
Cookware Ownership
-
- Cookware ownership nearly universal
-
- Figure 19: Cookware ownership, April 2016-17
- Older adults, parents own wider range of cookware
-
- Figure 20: Ownership of select cookware, by age, parental status, April 2017
-
- Figure 21: Repertoire of cookware ownership, by demographics, April 2017
- Multicultural adults seek ethnic cookware
-
- Figure 22: Ownership of select cookware, by race and Hispanic origin, April 2017
- Income, home ownership tied to cookware ownership
-
- Figure 23: Ownership of select cookware, by household income, primary residence, April 2017
-
- Figure 24: Repertoire of cookware ownership, by household income, primary residence, April 2017
Bakeware and Cutlery Ownership
-
- Ownership holds steady
- Bakeware
- Cutlery
-
- Figure 25: Bakeware and cutlery ownership, April 2016-17
- Bakeware, cutlery ownership skews toward older adults, non-Hispanics
-
- Figure 26: Bakeware ownership, by age, Hispanic origin, April 2017
-
- Figure 27: Cutlery ownership, by age, Hispanic origin, April 2017
- Residency, income impact bakeware, cutlery ownership
-
- Figure 28: Select bakeware and cutlery ownership, by household income, primary residence, April 2017
Cooking and Baking Frequency
-
- Adults becoming slightly less involved with cooking and baking
-
- Figure 29: Cooking and baking frequency, April 2016-17
- Men becoming more engaged in the kitchen
-
- Figure 30: Cooking frequency, by gender, April 2017
- Adults aged 18-44 increasing their at-home cooking and baking
-
- Figure 31: Cooking and baking frequency, by age, April 2017
- Kids influence cooking and baking frequency
-
- Figure 32: Cooking and baking frequency, by parental status, April 2017
- Renters, urban dwellers becoming increasingly present in kitchen
-
- Figure 33: Cooking and baking more than a year ago, by primary residence, living location, April 2017
Retailers Shopped
-
- Mass merchandisers the top channel, regardless of segment
- Online reaches shoppers, faces challenges
-
- Figure 34: Retailers shopped, by segment, April 2017
- Regardless of income, mass merchandisers are primary shopping destination
-
- Figure 35: Retailers shopped (any segment – Net), by household income, April 2017
- Young adults shop low price, convenient retailers
-
- Figure 36: Select retailers shopped for cookware and cutlery, by age, April 2017
-
- Figure 37: Select retailers shopped, by segment, by race and Hispanic origin, April 2017
Retailer Selection Factors
-
- Selection and convenience hold the most importance
- Enhanced retailing piques interest
-
- Figure 38: Retailer selection factors, April 2017
- Selection, convenience, and assortment could reach a majority
-
- Figure 39: TURF Analysis – Retailer selection factors, April 2017
- TURF Methodology
- Retailers can differentiate on experiences to reach younger adults, parents
-
- Figure 40: Retailer selection factors, by age, parental status, April 2017
- Value-added retail experiences could reach multicultural adults
-
- Figure 41: Select retailer selection factors, by race and Hispanic origin, April 2017
Cooking and Baking Attitudes and Behaviors
-
- Benefits of cooking and baking at home outweigh negatives
-
- Figure 42: Cooking and baking attitudes and behaviors, April 2017
- Gender, lifestage impact attitudes toward cooking
-
- Figure 43: Select cooking and baking attitudes and behaviors, by gender and age, parental status, April 2017
- Space can be an issue for Hispanic adults
-
- Figure 44: Select attitudes and behaviors about cookware storage and display, by Hispanic origin, April 2017
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
-
-
- Figure 45: Total US retail sales and forecast of cookware, at inflation-adjusted prices, 2012-22
- Market Breakdown
-
- Figure 46: Total US retail sales and forecast of cookware, by segment, at current prices, 2012-22
- Figure 47: Total US retail sales of cookware, by segment, at current prices, 2015 and 2017
- Figure 48: Total US retail sales and forecast of nonstick cookware, at current prices, 2012-22
-
- Figure 49: Total US retail sales and forecast of stainless steel cookware, at current prices, 2012-22
- Figure 50: Total US retail sales and forecast of anodized aluminum cookware, at current prices, 2012-22
- Figure 51: Total US retail sales and forecast of other cookware*, at current prices, 2012-22
- Figure 52: Total US retail sales and forecast of metal bakeware, at current prices, 2012-22
-
- Figure 53: Total US retail sales and forecast of cutlery, at current prices, 2012-22
- Retail channels
-
- Figure 54: Total US retail sales of cookware, by channel, at current prices, 2012-17
- Figure 55: Total US retail sales of cookware, by channel, at current prices, 2015 and 2017
- Market factors
-
- Figure 56: Median household income, by race/Hispanic origin of householder, in inflation-adjusted dollars, 2005-15
-
Appendix – The Consumer
-
-
- Figure 57: Retailers shopped (net – Any segment), April 2017
-
- Figure 58: Social media usage, March 2017
-
Back to top