Cookware - UK - March 2010
Interest in and enjoyment of cooking has been increasing in recent years, driven by wide coverage of food and cooking in the media, particularly the number of TV programmes featuring celebrity chefs, and a desire for more healthy and wholesome home-cooked food. This trend became more pronounced in the recession as people chose to cut back on their spending on meals out at pubs and restaurants, but was already firmly established.
The challenge for cookware manufacturers and retailers is how to translate this growing interest in home cooking into sales of cookware. The strong replacement element to the market, consumers’ focus on ‘value’ and fact that many products at the quality end of the market have lifetime guarantees are all barriers to incremental sales. In an increasingly competitive marketplace, there is therefore a need for in-store marketing to make new products stand out and give consumers more reasons to buy.
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