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Cookware - US - November 2007

SCOPE AND THEMES
What you need to know
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The influence of media
Higher incomes and housing
Cooking in the home is on the decline
Cooking for more than one
Age plays a significant role in market participation
Women in the kitchen
Hispanics and family cooking
Safety of non-stick coatings
The leading names in cookware
Where cookware is sold
Promotional efforts could use a boost
The cookware consumer
What’s in store?
MARKET DRIVERS
Home ownership peaked, and fell
Figure 1: Sales of existing and new single-family homes, 2001-07
Figure 2: U.S. home ownership, 1999-2006
Figure 3: Home moves, purchase of new home and first home ownership, profile by age and marital status, 2006
Higher income households on the rise
Figure 4: Number of households per income group, 2000 and 2005
Celebrity chefs/reality shows target mainstream
Figure 5: Attitudes towards cookware, cooking and cooking shows, September 2007
Weddings, marriage and family
Figure 6: Marriages in the U.S., 2001-05
Figure 7: Types of items on wedding gift registries, by age, October 2006
Figure 8: Persons 15 and older who are or were married, 1960-2005
Figure 9: Estimated median age at first marriage, by gender, 1890-2006
Competition from meals that don’t need cooking
Figure 10: Sources of evening meals, June 2006
Figure 11: Sales (current prices) in fast casual and family/mid-scale restaurants in the U.S., 2004-06
Figure 12: Convenience food purchases, February 2006
Figure 13: Price per serving for representative meals at Dinners Ready, July 2007
But those feeling the pinch are eating out less
Figure 14: Trying to cut down restaurant spending (various reaons), by gender, age, household income and presence of children, July 2007
Figure 15: Methods for cutting back on restaurant spending, July 2007
Age is a primary consideration
Figure 16: Number of meals eaten outside the home, by meal type, by age, June 2006
Figure 17: Attitudes and behaviors regarding food and cooking, by age, May 2007
Figure 18: Degrees of cooking enthusiasm, by age, April 2006
Women and children first
Figure 19: Cooking for fun, by gender, 2006
Figure 20: Women’s labor force participation, 1975-2006
Focus on Hispanics
Figure 21: Cooking for fun, by gender and Hispanic origin, 2006
Figure 22: Opinions about home cooking, all Hispanics, April-May 2006
MARKET SIZE AND TRENDS
Figure 23: Total U.S. retail sales of cookware, bakeware and kitchen cutlery, at current and constant prices, 2002-07
 MARKET TRENDS
A collection to match every kitchen
What’s in a pan?
Figure 24: Attitudes towards cookware, cooking and cooking shows, September 2007
Charitable cookware
MARKET SEGMENTATION
Overview
Figure 25: Sales of cookware and kitchen cutlery, segmented by type, 2005 and 2007
Cast iron, POI, and copper
Figure 26: Retail sales of cast iron, POI, and copper cookware, at current and constant prices, 2002-07
Aluminium
Figure 27: Retail sales of Aluminium cookware, at current and constant prices, 2002-07
Stainless steel
Figure 28: Retail sales of stainless steel cookware, at current and constant prices, 2002-07
Kitchen cutlery
Figure 29: Retail sales of kitchen cutlery, at current and constant prices, 2002-07
Bakeware
Figure 30: Retail sales of bakeware, at current and constant prices, 2002-07
SUPPLY STRUCTURE
Overview
Chantal
Le Creuset of America
Lodge Manufacturing
Newell Rubbermaid
Nordic Ware
Group SEB
Tramontina
World Kitchen, LLC
Meyer
Cookware
Bakeware
Cutlery
Brands of cutlery purchased
Figure 31: Brands of cutlery purchased, by topline, September 2007
ADVERTISING AND PROMOTION
Introduction
Internet and email
Figure 32: Attitudes and opinions of cooks, by age, April 2006
Prize packages
Bonus with purchase
Magazines
Television show tie-ins
Figure 33: Calphalon advertisement
RETAIL DISTRIBUTION
Overview
Figure 34: Retail sales of cookware and kitchen cutlery, by channel, 2004-06
Mass merchandisers
Figure 35: U.S. mass merchandiser sales of cookware, 2002-06
Alternative channels
Figure 36: U.S. alternative channel sales of cookware, 2002-06
Department stores
Figure 37: U.S. department store sales of cookware, 2002-06
Other channels
Figure 38: U.S. “other channel” sales of cookware, 2002-06
Supermarkets
Figure 39: U.S. supermarket sales of cookware, 2002-06
Where consumers shop
Figure 40: Where cookware, bakeware, cutlery and microwave cookware was purchased, September 2007
Figure 41: Where cookware was purchased, by type of cookware, September 2007
Figure 42: Where bakeware was purchased, September 2007
Figure 43: Where knives were purchased, September 2007
Figure 44: Where microwave cookware was purchased, September 2007
THE CONSUMER
Summary
Cookware items: bought for the first time, to replace an old one, bought or received as a gift
Figure 45: Items of cookware, bakeware or cutlery bought or received as a gift, by form of acquisition, September 2007
Figure 46: Items of cookware, bakeware or cutlery bought as a first-time purchase, September 2007
Figure 47: Items of cookware, bakeware or cutlery bought as replacement purchase, September 2007
Figure 48: Items of cookware, bakeware or cutlery bought for someone else, September 2007
Frequency of cookware and bakeware use
Figure 49: Frequency of cooking that involves cookware, by topline and gender, September 2007
Figure 50: Frequency of cooking that involves cookware, by age, September 2007
Figure 51: Frequency of cooking that involves cookware, by marital status, September 2007
Figure 52: Frequency of cooking that involves cookware, by presence of children, September 2007
Figure 53: Frequency of cooking that involves cookware, by employment status, September 2007
Cookware, bakeware or cutlery purchased or received
Figure 54: Types of cookware, bakeware or cutlery bought and/or received as a gift, by gender, September 2007
Figure 55: Types of cookware, bakeware or cutlery bought and/or received as a gift, by age, September 2007
Figure 56: Types of cookware, bakeware or cutlery bought and/or received as a gift, by household income, September 2007
Figure 57: Types of cookware, bakeware or cutlery bought and/or received as a gift, by race/Hispanic origin, September 2007
Figure 58: Types of cookware, bakeware or cutlery bought and/or received as a gift, by marital status, September 2007
Figure 59: Types of cookware, bakeware or cutlery bought and/or received as a gift, by presence of children, September 2007
Attitudes towards cookware, cooking and cooking shows
Figure 60: Attitudes towards cookware, cooking and cooking shows, September 2007
Figure 61: Attitudes towards cookware, cooking and cooking shows, by age, September 2007
Figure 62: Attitudes towards cookware, cooking and cooking shows, by race/Hispanic origin, September 2007
Figure 63: Attitudes towards cookware, cooking and cooking shows, by presence of children, September 2007
Reasons for purchasing cookware, bakeware or cutlery
Figure 64: Reasons for purchase of cookware, bakeware or cutlery, by age, September 2007
Figure 65: Reasons for purchase of cookware, bakeware or cutlery, by marital status, September 2007
Figure 66: Reasons for purchase of cookware, bakeware or cutlery, by employment status, September 2007
FUTURE AND FORECAST
 FUTURE TRENDS
Introduction
The Echo Boom generation holds promise
Figure 67: Generations, 2002-12
“BFY” and better for the earth non-stick coatings
No next “big thing” (beyond non-stick)
Beyond The Food Network; pop culture influence on sales
Interest in ethnic cooking spurs on cooking
Figure 68: Purchases of ethnic foods, by food type, July 2007
Figure 69: Types of meals served at home, all respondents and cohorts, July 2007
Hispanic market growing and receptive
Figure 70: Population by race and Hispanic origin, 2002-12
 MARKET FORECAST
Cookware market
Figure 71: Forecast of total U.S. retail sales of cookware, bakeware and kitchen cutlery, at current and constant prices, 2007-12
Figure 72: Forecast of retail sales of cookware, bakeware and kitchen cutlery, at current and constant prices, 2007-12
Cast iron, POI, and copper
Figure 73: Forecast of U.S. sales of cast iron, POI, and copper cookware, at current and constant prices, 2007-12
Aluminum
Figure 74: Forecast of U.S. sales of aluminum cookware, at current and constant prices, 2007-12
Stainless steel
Figure 75: Forecast of U.S. sales of stainless steel cookware, at current and constant prices, 2007-12
Kitchen cutlery
Figure 76: Forecast of U.S. sales of kitchen cutlery, at current and constant prices, 2007-12
Bakeware
Figure 77: Forecast of U.S. sales of bakeware, at current and constant prices, 2007-12
Forecast factors
APPENDIX: TRADE ASSOCIATIONS

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