The most enthusiastic home cooks, who have both strong interest in cooking from scratch and advanced cooking skills, are a core target for the cookware market and are well-served by top cookware brands and specialty retailers. While marketers can’t ignore this hard-core group, category growth may require a more concerted effort at reaching out to a broader, less highly skilled audience.
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Table of Content
Scope and Themes
What you need to know
Definition
Segmentation definitions and overview
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
The market
Category tracks with slow improvement in economy
Figure 1: Total U.S. retail sales of cookware and fan chart forecast, at current prices, 2008-18
Segments offering specialization and convenience outperform the market
Figure 2: Total U.S. retail sales of cookware, by segment, 2011 and 2013
Discount stores lead sales, specialty stores experience growth
The consumer
Cooking interest and skill drive category purchases
Figure 3: Purchase of cookware, by cooking segments, April 2013
Replacement remains top reason for purchase
Figure 4: Reasons for purchase of cookware/bakeware, April 2013
Easy cleaning and price most important purchase considerations
Figure 5: Attribute importance for cookware and bakeware, very important, April 2013
Attitudes toward cookware and bakeware
Figure 6: Attitudes toward cookware and cooking, agree strongly, April 2013
What we think
Contact
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