Table of Contents
Executive Summary
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- The issues
- Small kitchen appliances could lessen the need for cookware
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- Figure 1: Total US retail sales and forecast of cookware and small kitchen appliances, at current prices, 2016-17
- Adults are cooking slightly less compared to a year ago
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- Figure 2: Cooking frequency, 2017-18, April 2017 and February 2018
- A decline in key population segment could lead to market struggles
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- Figure 3: Population aged 18 or older, by adults aged 18-24, 2013-23
- The opportunities
- Adults report interest in specialty cookware
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- Figure 4: Cookware ownership and usage, by any cookware (net) and specialty cookware, February 2018
- Young adults should be considered a prime target
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- Figure 5: Select attitudes toward cooking and baking, by 18-24, February 2018
- Parents perceive at-home cooking as a learning opportunity for children
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- Figure 6: It’s important that children know how to cook/bake, by parental status, February 2018
- What it means
The Market – What You Need to Know
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- Cookware market experiences declining sales
- Nonstick, metal bakeware, and cutlery impact market; retailer sales reflect market trends
- Small kitchen appliances may lessen the need for cookware items
- Dining, population, and economic trends impact market
Market Size and Forecast
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- Cookware market experiences declining sales
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- Figure 7: Total US sales and fan chart forecast of cookware, at current prices, 2012-22
- Figure 8: Total US sales and forecast of cookware, at current prices, 2012-22
Market Breakdown
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- Nonstick and other cookware account for majority of market sales
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- Figure 9: Total US retail sales of cookware, by segment, at current prices, 2015 and 2017
- Metal bakeware and cutlery see gains
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- Figure 10: Share of US retail sales of cookware, by segment, at current prices, 2017
- Supercenters and warehouses dominate; other retailers see gains
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- Figure 11: Total US retail sales of cookware, by channel, at current prices, 2012-17
Market Perspective
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- Small kitchen appliances may lessen the need for cookware items
Market Factors
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- At-home spend on food continues to rise
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- Figure 12: Food sales at home and away from home, January 2003-December 2017
- Population trends among adults aged 18-24 could lead to market struggles
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- Figure 13: Population aged 18 or older, by age, 2013-23
- Positive economic indicators not necessarily benefitting category
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- Figure 14: Consumer Sentiment Index, January 2007- March 2018
Key Players – What You Need to Know
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- Ceramics are growing; delivery services increase at-home cooking
- Stainless steel, nonstick, and anodized aluminium decline in sales
- Buzzfeed and Walmart’s partnership can inspire new opportunities
What’s Working?
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- Ceramic coated cookware takes the spotlight
- Meal kit and grocery delivery services encourage at-home cooking
What’s Struggling?
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- Stainless steel is hard to clean
- Health risk concerns still impact nonstick and anodized aluminium sales
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- Figure 15: Total US retail sales and forecast of nonstick cookware and anodized cookware, at current prices, 2016-17
What’s Next?
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- Buzzfeed and Walmart’s partnership can inspire new opportunities
The Consumer – What You Need to Know
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- Adults are cooking slightly less than they were a year ago
- Ownership of cookware is nearly universal
- Cutlery is more commonly owned and used than bakeware
- Most cookware purchases are made at mass merchandisers
- Shoppers want quality and prefer to shop in-store
- Products that are easy to clean are key
- Adults enjoy cooking and baking but have storage and health concerns
Cooking and Baking Frequency
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- Adults are cooking slightly less than they were a year ago
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- Figure 16: Cooking and baking frequency, April 2017 and February 2018
- Women and men are both spending time in the kitchen
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- Figure 17: Cooking and baking frequency, by gender, February 2018
- Lifestage dictates time spent in the kitchen
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- Figure 18: Cooking and baking frequency, by age and parental status, February 2018
- Hispanics report changes in cooking and baking habits
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- Figure 19: Cooking and baking frequency, by Hispanic origin, February 2018
Cookware Ownership and Usage
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- Ownership of cookware is nearly universal
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- Figure 20: Cookware ownership and usage, February 2018
- Women stick to the basics while men are drawn to convenience
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- Figure 21: Cookware ownership and usage, currently own and use, by gender, February 2018
- Young adults are building their cookware inventory
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- Figure 22: Cookware ownership and usage, currently own and use, by age, February 2018
- Asian adults use specialty cookware
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- Figure 23: Cookware ownership and usage, currently own and use, by race and Hispanic origin, February 2018
Bakeware and Cutlery Ownership and Usage
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- Cutlery is more commonly owned and used than bakeware
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- Figure 24: Bakeware and cutlery ownership and usage, February 2018
- Young adults are building their bakeware and cutlery inventory
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- Figure 25: Bakeware and cutlery ownership and usage, currently own and use, by age, February 2018
- Asian and Black adults report lower ownership of bakeware
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- Figure 26: Bakeware ownership and usage, currently own and use, by race and Hispanic origin, February 2018
Retailers Shopped
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- Most cookware purchases made at mass merchandisers
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- Figure 27: Retailers shopped, February 2018
- Adults 45+ seek quality, younger adults want low prices
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- Figure 28: Select retailers shopped, by age, February 2018
- Income plays a role in cookware shopping destinations
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- Figure 29: Select retailers shopped, by household income, February 2018
Shopping Behaviors
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- Shoppers want quality and prefer to shop in-store
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- Figure 30: Shopping behaviors, February 2018
- Younger adults are researching across channels
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- Figure 31: Select shopping behaviors, by age, February 2018
- Hispanics invest less time in cookware selection process
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- Figure 32: Select shopping behaviors, by Hispanic origin, February 2018
Purchase Influencers
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- Products that are easy to clean are key
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- Figure 33: Purchase influencers sought in cookware, bakeware and cutlery, February 2018
- Convenience is prioritized, but reviews and brand matter too
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- Figure 34: TURF analysis – Purchase influencers, February 2018
- Methodology
- Adults aged 45+ seek functional benefits, younger adults rely on reviews
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- Figure 35: Select purchase influencers sought in cookware, bakeware and cutlery, by age, February 2018
- Brand is important to Asian and Hispanic adults
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- Figure 36: Select purchase influencers sought in cookware, bakeware and cutlery, by race and Hispanic origin, February 2018
Attitudes toward Cooking and Baking
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- Adults enjoy cooking and baking but have storage and health concerns
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- Figure 37: Attitudes toward cooking and baking, February 2018
- Young adults enjoy cooking and baking but need guidance
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- Figure 38: Select attitudes toward cooking and baking, by age, February 2018
- Kids can cook too
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- Figure 39: Select attitudes toward cooking and baking, by parental status, February 2018
- Hispanics enjoy cooking for others
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- Figure 40: Select attitudes toward cooking and baking, by Hispanic origin, February 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 41: Total US sales and forecast of cookware, at inflation-adjusted prices, 2012-22
- Figure 42: Total US retail sales and forecast of nonstick cookware, at current prices, 2012-22
- Figure 43: Total US retail sales and forecast of stainless steel cookware, at current prices, 2012-22
- Figure 44: Total US retail sales and forecast of anodized aluminum cookware, at current prices, 2012-22
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- Figure 45: Total US retail sales and forecast of other cookware, at current prices, 2012-22
- Figure 46: Total US retail sales and forecast of metal bakeware, at current prices, 2012-22
- Figure 47: Total US retail sales and forecast of cutlery, at current prices, 2012-22
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