Table of Contents
Executive Summary
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- The market
- Growth looks to slow down
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- Figure 1: Consumer spending on table and cookware, 2012-22
- Tableware dominates spending
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- Figure 2: Market segmentation, table and cookware, 2017
- Companies and brands
- A fragmented sector
- Brands and specialists performing well
- Supermarkets expand table and cookware range
- Advertising spending increases by 78.7%
- The consumer
- 64% of consumers bought tableware, 69% bought cookware
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- Figure 3: Repertoire of table and cookware purchases, September 2017
- Low spending common in this category
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- Figure 4: Table and cookware spending habits, September 2017
- Supermarkets the most popular retailers for table and cookware
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- Figure 5: Retailers used for tableware and cookware purchases, September 2017
- Children should know how to cook
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- Figure 6: Table and cookware attitude statements, September 2017
- Age affects table and cookware needs
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- Figure 7: Table and cookware preferences, September 2017
- What we think
Issues and Insights
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- The importance of convenience and price
- The facts
- The implications
- Number of households rising
- The facts
- The implications
- Consumers setting up home for the first time help drive purchases
- The facts
- The implications
The Market – What You Need to Know
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- Growth set to slow
- Tableware accounts for 61% of spending
- A highly fragmented sector
- Mixed trends
Market Size and Forecast
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- Growth looks good for 2017
- Future slowdown in spending
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- Figure 8: Consumer spending on table and cookware, 2012-22
- Little growth once inflation is removed
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- Figure 9: Consumer spending on table and cookware, 2012-22
- Forecast methodology
Market Segmentation
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- Growth slower than previous years
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- Figure 10: Market segmentation, table and cookware, 2017
- Cookware more resilient
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- Figure 11: Estimated cookware market, by segment, 2009-17
- Tableware takes the brunt of decline in spending
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- Figure 12: Estimated tableware market, by segment, 2009-17
Channels to Market
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- A highly fragmented market
- Tableware channels
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- Figure 13: Estimated channels of distribution for tableware, 2016
- Cookware channels
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- Figure 14: Estimated channels of distribution for cookware, 2016
Market Drivers
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- Number of kitchens on the rise
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- Figure 15: Number of kitchens in the UK, 2000-16
- Rising number of one-person households
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- Figure 16: Number of households, by size, 1996-2016
- Average household size is falling
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- Figure 17: Average household size, England, 1990-2017
- Increasing number of renters
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- Figure 18: UK household tenure status, 2011-16
- Growing elderly population
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- Figure 19: Population projections, by age, 2016-26
- More people living with their parents
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- Figure 20: Percentage of 20-34-year-olds living with their parents, by gender, 1996-2017
- The kitchen as a central hub
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- Figure 21: Attitudes regarding the home, November 2016
- Cooking from scratch
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- Figure 22: Frequency of cooking in the home, by type of meal, February 2016
- Eating out and takeaways
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- Figure 23: Frequency of eating in or ordering takeaway from a food outlet or restaurant, May 2017
Companies and Brands – What You Need to Know
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- Brands and specialists performing well
- Online sales and supermarkets on the rise
- Black Friday increases in prominence
- Advertising spending increases by 78.7%
Leading Brands and Specialists
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- Leading brands
- Russell Hobbs
- Tefal
- WWRD
- Denby
- Le Creuset
- Meyer Group
- Joseph Joseph
- Emma Bridgewater
- Leading retail specialists
- Very/Littlewood
- Home Bargains
- IKEA
- Wilko
- Matalan
- Dunelm
- The Range
- Lakeland
- Robert Dyas
- Betterware
Competitive Strategies
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- Online sales proving popular
- Supermarkets expand their range of table and cookware
- Opportunities lie overseas
Innovations and Launch Activity
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- Product innovations
- Plate that absorbs calories
- Fat-drainer frying pan
- Non-rust, -flake, -peel tray
- Multipurpose kitchen utensils
- Joseph Joseph chopping boards
- Three-in-one avocado slicer
- Child-friendly kitchens and cooking
- Cutlery for children
- Child-friendly knife blocks
- Celebrity table and cookware
- Paul Hollywood cookware and bakeware
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- Figure 24: Paul Hollywood bakeware range, 2017
- Rick Stein tableware launch
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- Figure 25: Rick Stein Tableware, 2017
- Supermarkets on the rise
- Tesco’s Go Cook range
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- Figure 26: Tesco Go Cook Orange Casserole Dish, 2017
- Sainsbury’s Jackson & Levine kitchen linen range
- Sainsbury’s Good Housekeeping Institute cookware
- Asda’s rose-gold glassware and cutlery
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- Figure 27: Asda rose-gold glassware, 2017
- Retail innovation
- House to launch in the UK
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- Figure 28: House store front
- Black Friday sales
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- Figure 29: John Lewis Black Friday Sale, November 2017
- Figure 30: Debenhams Kitchenware Black Friday Sale, November 2017
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- Figure 31: Le Creuset cookware set, November 2017
Advertising and Marketing Activity
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- Advertising expenditure has fallen in recent years
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- Figure 32: Total above-the-line, online display and direct mail advertising expenditure on table/cookware, 2013-16
- Lakeland spends the most on advertising
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- Figure 33: Total above-the-line, online display and direct mail advertising expenditure on table/cookware, by retailer, 2016
- Figure 34: Above-the-line, online display and direct mail advertising expenditure on table and cookware, by retailer, 2013-16
- Press and direct mail most popular advertising choice
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- Figure 35: Total above-the-line, online display and direct mail advertising expenditure on table/cookware, by media type, 2016
- Campaign highlights
- Le Creuset celebrates 90th anniversary
- Tefal celebrates Ingenio cookware range
- Dunelm Student Essentials
- IKEA ‘Cooks’
- Prestige’s #yourprestigekitchen
- Lakeland’s YouTube channel
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- 64% of consumers bought tableware, 69% bought cookware
- Buying to replace a major driver of purchasing
- Supermarkets the most popular destination for shoppers
- Children should learn how to cook
- Changing desires and needs for older consumers
Products Purchased
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- Majority of consumers bought table or cookware in the last year
- 64% of consumers bought tableware in the past year
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- Figure 36: Tableware purchases, September 2017
- 69% of consumers have bought cookware in the past year
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- Figure 37: Cookware purchases, September 2017
- Multiple purchases driven by younger homeowners and renters
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- Figure 38: Repertoire of table and cookware purchases, September 2017
Consumer Spending Habits
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- Low spending dominates both categories
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- Figure 39: Cookware/tableware spending habits, September 2017
- Young people spend the most on cookware
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- Figure 40: Cookware spending habits, by age, September 2017
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- Figure 41: Tableware spending habits, by age, September 2017
- Replacement purchases provide an opportunity for retailers
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- Figure 42: Table and cookware preferences, by age, September 2017
- Brand appears less important for consumers
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- Figure 43: Table and cookware attitude statements, by income groups, September 2017
Retailers Used
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- Supermarkets the most popular place to buy table and cookware
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- Figure 44: Retailers used for tableware and cookware purchases, September 2017
- Men prefer online retailers
- Women prefer mixed goods retailers
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- Figure 45: List of retailers used by tableware and cookware shoppers, September 2017
- Tesco, Amazon and Asda are the most popular table and cookware retailers
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- Figure 46: Tableware purchases, by retailers used for tableware purchases, September 2017
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- Figure 47: Cookware purchases, by cookware spending habits, September 2017
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- Figure 48: Retailers used for table/cookware purchases, September 2017
Consumer Attitudes towards Table/Cookware
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- Child-friendly cooking and kitchens wanted
- Child-friendly cooking
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- Figure 49: Table and cookware attitude statements, September 2017
- Social grouping affects trust of reviews
- Young people are more trusting of reviews
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- Figure 50: Table and cookware attitude statements, by socio-economic group, September 2017
- Table and cookware as a gift
Consumer Preferences
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- Limited space and practical products
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- Figure 51: Table and cookware preferences, September 2017
- Older consumers feel they lack space for table/cookware
- Multipurpose products wanted
- Practicality more important for the older consumer
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- Figure 52: Table and cookware preferences, by age, September 2017
- Style matters more to the homemaker
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- Figure 53: Table and cookware preferences, by housing situation, September 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 54: Best- and worst-case table for market forecast, 2017-22
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