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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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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • Return to home cooking
              • Making an occasion of cooking
              • Market in Brief

                • Cookware rides out recession
                  • Interest in cooking on the increase
                    • Reaction to recession reinforces trend
                      • Focusing on value for money
                        • Manufacturers continue to innovate
                          • Supermarkets the first choice for cookware
                            • Need to build in-store marketing
                              • Plenty more growth to come
                              • Internal Market Environment

                                • Key points
                                  • Growing interest in cooking and new recipes
                                    • Figure 1: Attitudes towards cooking, 2005-09
                                  • Let me entertain you
                                    • Making scratch cooking easier
                                      • Competition and rising costs put margins under pressure
                                        • Figure 2: Consumer price indices for glassware, tableware and household utensils (annual change by month), January 2008-December 2009
                                      • Retail casualties in cookware
                                        • Increased focus on ‘value’ retailing
                                          • Food and cookery magazines remain popular
                                          • Broader Market Environment

                                            • Key points
                                              • Recession hits discretionary spending
                                                • Figure 3: GDP, PDI and consumer expenditure, at current prices, 2004-14
                                              • UK households shrinking in size
                                                • Figure 4: UK households, by size, 2004-14
                                              • More young families, but overall an older population
                                                • Figure 5: Trends in the age structure of the UK population, by gender, 2004-14
                                              • Growing affluence to benefit sales
                                                • Figure 6: Forecast adult population trends, by socio-economic group, 2004-14
                                              • Weddings market under threat
                                                • Figure 7: Number of UK marriages*, 2004-09
                                              • Growth in eating out stalls in recession
                                                • Figure 8: UK eating out market size, 2004-09
                                              • Linking kitchen sales to cookware
                                                • Figure 9: UK consumer market for kitchens* and UK retail value sales of home baking ingredients, 2004-09
                                            • Strengths and Weaknesses in the Market

                                              • Strengths
                                                • Weaknesses
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Improving technology in cookware
                                                      • Demeyere (Zwilling JA Henckels)
                                                        • James Martin Stellar cookware
                                                          • Le Creuset
                                                            • Stellar Bake and Twist Bakeware
                                                              • Increased choice of styles/colours
                                                                • Staub casseroles (Zwilling JA Henckels)
                                                                  • La Cuisine – new Elysee range
                                                                    • Knife technology
                                                                      • Signature knives (Robert Welch)
                                                                        • James Martin Stellar knives
                                                                          • Twin Profection (Zwilling JA Henckels)
                                                                            • Bringing promotions alive
                                                                              • Cook Live!
                                                                                • Cereals promotion with Jane Asher
                                                                                  • Boosting home baking
                                                                                    • V-Sabatier and cookery school promotion
                                                                                      • Celebrity/TV ranges
                                                                                        • Imperial and Jean-Christophe Novelli partnership
                                                                                          • Imperial and Ready Steady Cook collection
                                                                                            • Ken Hom wok kit
                                                                                              • ‘Gino Influence’ kitchen range
                                                                                                • Focus on website development
                                                                                                  • Cuisinart
                                                                                                    • Global Knives
                                                                                                      • Eco-friendly pans
                                                                                                        • Typhoon GreenPan
                                                                                                          • Safepan fry pans and woks
                                                                                                          • Competitive Context

                                                                                                            • Key points
                                                                                                              • Cookware benefits from resurgence in cooking
                                                                                                                • Figure 10: UK retail value sales of cookware and other household markets, 2004-09
                                                                                                            • Market Size and Forecast

                                                                                                              • Key points
                                                                                                                • Interest in cooking helps cookware weather recession
                                                                                                                  • Figure 11: UK market for cookware, at current and constant 2009 prices, 2004-14
                                                                                                                  • Figure 12: Breakdown of UK market for cookware, 2009
                                                                                                                • Cookware well placed for economic recovery
                                                                                                                • Market Segmentation

                                                                                                                  • Key points
                                                                                                                    • Vessel cookware
                                                                                                                      • Figure 13: UK retail value sales of pans (traditional cookware), by current and constant 2009 prices, 2004-14
                                                                                                                    • Bakeware
                                                                                                                      • Figure 14: UK retail value sales of bakeware, at current and constant 2009 prices, 2004-14
                                                                                                                    • Kitchen knives and scissors
                                                                                                                      • Figure 15: UK retail value sales of kitchen knives, at current and constant 2009 prices, 2004-14
                                                                                                                    • Ethnic cookware
                                                                                                                      • Figure 16: UK retail value sales of ethnic cookware, at current and constant 2009 prices, 2004-14
                                                                                                                    • Microwave ware
                                                                                                                    • Companies and Products

                                                                                                                      • Manufacturers and brands
                                                                                                                        • Figure 17: Leading companies in the cookware market and their brands, January 2010
                                                                                                                      • Major players
                                                                                                                        • Amefa
                                                                                                                            • Figure 18: Amefa UK, financial performance, 2007 and 2008
                                                                                                                          • Horwood Homewares
                                                                                                                              • Figure 19: Horwood Homewares, financial performance, 2007 and 2008
                                                                                                                            • Le Creuset
                                                                                                                                • Figure 20: Le Creuset UK, financial performance, 2007 and 2008
                                                                                                                              • Metalrax Group
                                                                                                                                  • Figure 21: Metalrax Group, financial performance, 2007 and 2008
                                                                                                                                • Meyer Group
                                                                                                                                    • Figure 22: Meyer Group, financial performance, 2007 and 2008
                                                                                                                                  • Pyrex (Arc International)
                                                                                                                                      • Figure 23: Arc International Cookware, financial performance, 2007 and 2008
                                                                                                                                    • Salton Europe (now Russell Hobbs)
                                                                                                                                        • Figure 24: Salton Europe*, financial performance, 2007 and 2008
                                                                                                                                      • Tefal (Groupe SEB)
                                                                                                                                        • Viners
                                                                                                                                            • Figure 25: Oneida UK, financial performance, 2007 and 2008
                                                                                                                                          • Other companies
                                                                                                                                            • Figure 26: Selected other companies in the cookware market, 2010
                                                                                                                                        • Brand Elements

                                                                                                                                            • Key points
                                                                                                                                              • Brand map
                                                                                                                                                  • Figure 27: Attitudes towards and usage of cookware brands, February 2010
                                                                                                                                                • Brand qualities of cookware brands
                                                                                                                                                  • Pyrex best for function
                                                                                                                                                    • Figure 28: Personalities of various cookware brands, February 2010
                                                                                                                                                  • Experience of cookware brands
                                                                                                                                                    • Premium brands lack awareness
                                                                                                                                                      • Figure 29: Consumer usage of various cookware brands, February 2010
                                                                                                                                                    • Brand consideration for cookware brands
                                                                                                                                                      • Tefal most considered
                                                                                                                                                        • Figure 30: Consideration of various cookware brands, February 2010
                                                                                                                                                      • Brand satisfaction for cookware brands
                                                                                                                                                        • Le Creuset best performer
                                                                                                                                                          • Figure 31: Satisfaction with various cookware brands, February 2010
                                                                                                                                                        • Brand commitment to cookware brands
                                                                                                                                                          • Tefal and Pyrex have highest loyalty, Meyer may disappoint
                                                                                                                                                            • Figure 32: Commitment to various cookware brands, February 2010
                                                                                                                                                          • Brand intentions for cookware brands
                                                                                                                                                            • Pyrex has best retention
                                                                                                                                                              • Figure 33: Future usage intentions for various cookware brands, February 2010
                                                                                                                                                            • Brand recommendation for cookware brands
                                                                                                                                                              • Professional performance aids recommendation
                                                                                                                                                                • Figure 34: Recommendation of various cookware brands, February 2010
                                                                                                                                                              • Pyrex
                                                                                                                                                                • What the consumer thinks
                                                                                                                                                                  • Figure 35: Attitudes towards the Pyrex brand, February 2010
                                                                                                                                                                • Prestige
                                                                                                                                                                  • What the consumer thinks
                                                                                                                                                                    • Figure 36: Attitudes towards the Prestige brand, February 2010
                                                                                                                                                                  • Tefal
                                                                                                                                                                    • What the consumer thinks
                                                                                                                                                                      • Figure 37: Attitudes towards the Tefal brand, February 2010
                                                                                                                                                                    • Le Creuset
                                                                                                                                                                      • What the consumer thinks
                                                                                                                                                                        • Figure 38: Attitudes towards the Le Creuset brand, February 2010
                                                                                                                                                                    • Brand Communication and Promotion

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Advertising spending declines
                                                                                                                                                                          • Figure 39: Main media advertising expenditure on cookware, 2005-09
                                                                                                                                                                        • Shifting spend between press and direct mail
                                                                                                                                                                          • Figure 40: Main media advertising expenditure on cookware, by media type, 2005-09
                                                                                                                                                                        • In-store marketing, promotions and trade shows
                                                                                                                                                                        • Channels to Market

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Supermarkets increasing their presence
                                                                                                                                                                              • Figure 41: Distribution of cookware, by main channel of retailing, 2007 and 2009
                                                                                                                                                                            • Department stores holding their own
                                                                                                                                                                              • Value end of market benefiting from Woolworths’ exit
                                                                                                                                                                                • Few cookshop chains of any scale
                                                                                                                                                                                  • Increasing number of websites for cookware
                                                                                                                                                                                  • Source of Purchase

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Supermarkets cementing their dominant position
                                                                                                                                                                                        • Figure 42: Outlets used for buying cookware in the last two years, December 2009
                                                                                                                                                                                      • Multichannel cookware offering from Argos
                                                                                                                                                                                        • Figure 43: Purchasing of cookware from supermarkets and Argos, by age and socio-economic group, December 2009
                                                                                                                                                                                      • Department stores still have a strong presence
                                                                                                                                                                                        • Cookshops mostly a local affair
                                                                                                                                                                                          • Figure 44: Purchasing of cookware from department/variety stores and cookshops, by age and socio-economic group, December 2009
                                                                                                                                                                                        • Discounters pick up sales of basics
                                                                                                                                                                                          • Figure 45: Positioning of outlets used for buying cookware in last two years, by age and affluence, December 2009
                                                                                                                                                                                        • Scope to build on brand trust at Waitrose and M&S
                                                                                                                                                                                          • Older shoppers less likely to purchase
                                                                                                                                                                                          • Buying Behaviour and Preferences

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Special offers a dominant feature, but quality also important
                                                                                                                                                                                                • Figure 46: Buying behaviour and preferences, December 2009
                                                                                                                                                                                                • Figure 47: Looking for special offers, waiting for the sales and tending to buy quality that will last longer, by outlets used for buying cookware, December 2009
                                                                                                                                                                                              • Well-known brands not seen as essential
                                                                                                                                                                                                • Chef endorsement
                                                                                                                                                                                                  • Replacement the key trigger for purchasing
                                                                                                                                                                                                    • Need to build in-store marketing
                                                                                                                                                                                                      • Figure 48: Buying cookware on impulse, while grocery shopping or as a gift, by outlets used for buying cookware, December 2009
                                                                                                                                                                                                    • Linking with kitchen and appliance suppliers
                                                                                                                                                                                                      • Room to drive more online activity
                                                                                                                                                                                                        • Target groups
                                                                                                                                                                                                          • Figure 49: Target buying groups for cookware, December 2009
                                                                                                                                                                                                        • Cookware Enthusiasts (18%)
                                                                                                                                                                                                          • Price Focused (33%)
                                                                                                                                                                                                            • Replacement Buyers (49%)
                                                                                                                                                                                                            • Impact of Recession on Cooking and Eating Habits

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Recession leads to more eating at home
                                                                                                                                                                                                                  • Figure 50: Changes to cooking and eating habits in the recession, December 2009
                                                                                                                                                                                                                • Spending more time on new recipes
                                                                                                                                                                                                                  • Inviting friends and family for dinner
                                                                                                                                                                                                                    • Younger and less affluent eating in more
                                                                                                                                                                                                                      • Figure 51: Changes to cooking and eating in the recession, by age and socio-economic group, December 2009
                                                                                                                                                                                                                    • Target groups on changing cooking and eating habits
                                                                                                                                                                                                                      • Figure 52: Changing cooking and eating habits typologies, December 2009
                                                                                                                                                                                                                    • Recession Proof (67%)
                                                                                                                                                                                                                      • Starting From Scratch (21%)
                                                                                                                                                                                                                        • Foodies (12%)
                                                                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                                                                            • Figure 53: Agreement with lifestyle statements, by demographics, 2009
                                                                                                                                                                                                                            • Figure 54: Agreement with lifestyle statements, by demographics, 2009
                                                                                                                                                                                                                        • Appendix – Source of Purchase

                                                                                                                                                                                                                            • Figure 55: Outlets used for buying cookware in the last two years, by demographics, December 2009
                                                                                                                                                                                                                            • Figure 56: Outlets used for buying cookware in the last two years, by demographics, December 2009
                                                                                                                                                                                                                        • Appendix – Buying Behaviour and Preferences

                                                                                                                                                                                                                            • Figure 57: Buying behaviour and preferences, by demographics, December 2009
                                                                                                                                                                                                                            • Figure 58: Buying behaviour and preferences, by demographics, December 2009
                                                                                                                                                                                                                            • Figure 59: Buying behaviour and preferences, by outlets used for buying cookware in the last two years, December 2009
                                                                                                                                                                                                                            • Figure 60: Buying behaviour and preferences, by outlets used for buying cookware in the last two years, December 2009
                                                                                                                                                                                                                            • Figure 61: Target buying groups for cookware, by demographics, December 2009
                                                                                                                                                                                                                            • Figure 62: Buying behaviour and preferences, by target buying groups for cookware, December 2009
                                                                                                                                                                                                                            • Figure 63: Outlets used for buying cookware in the last two years, by target buying groups for cookware, December 2009
                                                                                                                                                                                                                        • Appendix – Impact of Recession on Cooking and Eating Habits

                                                                                                                                                                                                                            • Figure 64: Changes to cooking and eating habits in the recession, by demographics, December 2009
                                                                                                                                                                                                                            • Figure 65: Typologies on changes to cooking and eating habits in the recession, by demographics, December 2009
                                                                                                                                                                                                                            • Figure 66: Changes to cooking and eating habits in the recession, by typologies on changes to cooking and eating habits in the recession, December 2009
                                                                                                                                                                                                                            • Figure 67: Outlets used for buying cookware in the last two years, by typologies on changes to cooking and eating habits in the recession, December 2009
                                                                                                                                                                                                                            • Figure 68: Buying behaviour and preferences, by typologies on cooking and eating habits in the recession, December 2009

                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                        • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                        • All-Clad Metalcrafters, LLC.
                                                                                                                                                                                                                        • Amazon.co.uk
                                                                                                                                                                                                                        • Amefa (UK) Ltd
                                                                                                                                                                                                                        • Antony Worrall Thompson
                                                                                                                                                                                                                        • Arc International
                                                                                                                                                                                                                        • Argos
                                                                                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                                                                                        • Bentalls Plc
                                                                                                                                                                                                                        • Betterware UK Ltd
                                                                                                                                                                                                                        • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                                        • Channel 4
                                                                                                                                                                                                                        • Co-operative Group
                                                                                                                                                                                                                        • Debenhams Total (GTV)
                                                                                                                                                                                                                        • Denby Group Plc
                                                                                                                                                                                                                        • Dunelm (Soft Furnishings) Ltd
                                                                                                                                                                                                                        • Fenwick Ltd
                                                                                                                                                                                                                        • Fiskars UK
                                                                                                                                                                                                                        • Gordon Ramsay Holdings
                                                                                                                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                                                                                                                        • Groupe SEB
                                                                                                                                                                                                                        • Habitat
                                                                                                                                                                                                                        • Home Retail Group
                                                                                                                                                                                                                        • Homebase Ltd
                                                                                                                                                                                                                        • Horwood
                                                                                                                                                                                                                        • IKEA
                                                                                                                                                                                                                        • J. Sainsbury
                                                                                                                                                                                                                        • Jamie Oliver
                                                                                                                                                                                                                        • Jane Asher Party Cakes & Sugarcraft
                                                                                                                                                                                                                        • John Lewis Partnership
                                                                                                                                                                                                                        • Kenwood Ltd
                                                                                                                                                                                                                        • Kingfisher UK & Ireland
                                                                                                                                                                                                                        • Lakeland Ltd
                                                                                                                                                                                                                        • Le Creuset Of America Inc
                                                                                                                                                                                                                        • Lidl (UK)
                                                                                                                                                                                                                        • Magnet Ltd
                                                                                                                                                                                                                        • Marco Pierre White
                                                                                                                                                                                                                        • Marks & Spencer
                                                                                                                                                                                                                        • Martin Yaffe
                                                                                                                                                                                                                        • Meyer Corporation U.S.
                                                                                                                                                                                                                        • Moben
                                                                                                                                                                                                                        • Mornflake Oats
                                                                                                                                                                                                                        • Morphy Richards Ltd
                                                                                                                                                                                                                        • Moulinex
                                                                                                                                                                                                                        • Netto Foodstores Ltd
                                                                                                                                                                                                                        • Next Group
                                                                                                                                                                                                                        • Nintendo UK Entertainment Ltd
                                                                                                                                                                                                                        • NSPCC
                                                                                                                                                                                                                        • Poundstretcher Ltd
                                                                                                                                                                                                                        • ProCook
                                                                                                                                                                                                                        • Reckitt Benckiser (UK)
                                                                                                                                                                                                                        • Robert Dyas Holdings
                                                                                                                                                                                                                        • Rowenta
                                                                                                                                                                                                                        • Russell Hobbs
                                                                                                                                                                                                                        • Salton Europe
                                                                                                                                                                                                                        • Salton, Inc.
                                                                                                                                                                                                                        • Selfridges Retail Ltd
                                                                                                                                                                                                                        • Siemens plc
                                                                                                                                                                                                                        • Steamer Trading Ltd
                                                                                                                                                                                                                        • Tefal UK
                                                                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                                                                        • The Cotswold Company Ltd
                                                                                                                                                                                                                        • The Pier Retail Group Ltd
                                                                                                                                                                                                                        • The TJX Companies
                                                                                                                                                                                                                        • UKTV
                                                                                                                                                                                                                        • Waitrose
                                                                                                                                                                                                                        • Wilkinson Hardware Stores Ltd
                                                                                                                                                                                                                        • Wilkinson Sword Limited
                                                                                                                                                                                                                        • Wm Morrison Supermarkets
                                                                                                                                                                                                                        • Woolworths Group plc
                                                                                                                                                                                                                        • WÜSTHOF-TRIDENT OF AMERICA, INC.
                                                                                                                                                                                                                        • Zwilling JA Henckels

                                                                                                                                                                                                                        Cookware - UK - March 2010

                                                                                                                                                                                                                        £1,995.00 (Excl.Tax)