Cookware - US - June 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Overview
Themes
Young consumers are looking to learn and grow
Cookware is going digital
Innovations in product design may encourage category growth
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Cookware market sees gradual declines
Bakeware and cutlery sales grow
Population trends may impact kitchen habits, cookware sales
Small kitchen appliances hinder cookware growth
MARKET SIZE AND FORECAST
Cookware sales continue to decline, with opportunity in inspiration
Figure 1: Total US sales and fan chart forecast of market, at current prices, 2011-21
Figure 2: Total US sales and forecast of market, at current prices, 2014-24
MARKET BREAKDOWN
Cookware essentials dominate the market
Figure 3: Share of US retail sales of cookware, by segment, at current prices, 2019 estimates
Bakeware and cutlery continue to grow, despite overall market declines
Superstores and specialty retailers control the market
Figure 4: Total US retail of cookware, by channel, at current prices, 2019 estimates
MARKET PERSPECTIVE
Storage concerns may prompt cookware design overhaul
Health-conscious consumers crave convenience
Small kitchen appliances’ slow growth in the saturated cookware category
MARKET FACTORS 
Household composition shifts away from the presence of children, impacting cooking habits
Figure 5: Percentage of households with children, 2007-17
Population age distribution skews older, alters cookware needs
Figure 6: Population aged 18 or older, by age, 2013-23
Confident consumers may provide new opportunities for premium cookware brands
Figure 7: Food spend at and away from home, January 2013-April 2019
Figure 8: Consumer Confidence Index, January 2013 to May 2019
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Internet trends continue to shape the cookware category
Convenience and versatility appeal to consumers
Customized cookware revitalizes the kitchen
WHAT’S WORKING?
Partnerships with influencers extend category reach
Figure 9: Chef Tom Colicchio Describes Partnership with Made In, October 2018
Figure 10: Chrissy Tiegen Announces “CHRISSYxTARGET” Cookware Line, September 2018
Content creation captures target consumers
Figure 11: Le Creuset Releases Memorial Day Spotify Channel, May 2019
WHAT’S NEXT?
Space saving tactics streamline storage and use
Figure 12: Calphalon Premier Space Saving Hard Anodized Nonstick Cookware Set
Figure 13: Made In Silicone Universal Lid
Style meets substance with customized cookware
Figure 14: Le Creuset Customized Hardware, May 2019
THE CONSUMER – WHAT YOU NEED TO KNOW 
Adults are cooking as much as they were a year ago
Cookware, bakeware, and cutlery ownership is universal
Most cookware purchases made at mass merchandisers, though online-only retailers are growing
Storage limitations are a primary concern
COOKING AND BAKING FREQUENCY 
Adults are cooking about as often as they were a year ago
Figure 15: Cooking and baking frequency, February 2019
Life stage impacts cooking and baking habits
Figure 16: Cooking and baking frequency, by age, February 2019
Figure 17: Cooking and baking frequency, by parental status, February 2019
Hispanic consumers are cooking and baking more
Figure 18: Cooking and baking frequency, by Hispanic origin, February 2019
Health-conscious consumers cook for pleasure
Figure 19: Reasons for cooking/baking more, February 2019
Figure 20: Healthy Cooking on GreenLife Cookware Instagram, March 2019
Younger consumers are cooking more to improve their skills, and they enjoy it
Figure 21: Reasons for cooking/baking more, by age, February 2019
Parents are driven by convenience in the kitchen
Figure 22: Reasons for cooking/baking more, by parental status, February 2019
COOKWARE OWNERSHIP AND USAGE
Ownership of traditional cookware is nearly universal
Figure 23: Cookware ownership and usage, February 2019
Young adults are developing their cookware collection
Figure 24: Cookware ownership and usage, by age, February 2019
Asian consumers use specialty and microwave cookware
Figure 25: Cookware ownership and usage, by race/Hispanic origin, February 2019
BAKEWARE AND CUTLERY OWNERSHIP AND USAGE
Growth opportunity lies in specialty items
Figure 26: Bakeware and cutlery ownership and usage, February 2019
Young adults provide growth opportunities
Figure 27: Bakeware and cutlery ownership and usage, currently own and use, by age, February 2019
Black and Asian consumers are less engaged with baking and bakeware
Figure 28: Bakeware ownership and usage, currently own and use, by race, February 2019
RETAILERS SHOPPED
Majority of consumers continue to shop for cookware in-store
Figure 29: In-store vs online purchase, February 2019
Most cookware is purchased at a mass merchandiser
The role of online-only retailers is growing
Figure 30: Retailers shopped, February 2019
Category experience influences retailer selection
Figure 31: In-store vs online purchase, by age, February 2019
SHOPPING BEHAVIORS
Product quality and familiarity matter
Figure 32: Shopping behaviors, February 2019
Young adults seek information across multiple channels
Figure 33: Shopping behaviors, by age, February 2019
Figure 34: Shopping behaviors, by parental status, February 2019
Men may be candidates for premium products
Figure 35: Shopping behaviors, by gender, February 2019
ATTITUDES TOWARD COOKING AND BAKING
Cookware storage remains a concern, while convenience becomes a priority
Figure 36: Attitudes toward cooking and baking, February 2019
Younger consumers seek inspiration and guidance
Figure 37: Le Creuset Announces Instagram Takeover, June 2019
Figure 38: Attitudes toward cooking and baking, by age, February 2019
Parents are engaged cooks in the kitchen and online
Figure 39: Attitudes toward cooking and baking, by parental status, February 2019
Blacks and Hispanics seek innovation in the kitchen
Figure 40: Attitudes toward cooking and baking, by race and Hispanic origin, February 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms