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Cookware - US - August 2011

This report builds on the analysis presented in Mintel’s Cookware, U.S.—September 2009, as well as a report of the same title in November 2007. For the purposes of this report, cookware is defined as including the following:

  • standard pots and saucepans
  • frying pans
  • woks
  • casserole dishes designed for use on the stove or in the oven.

Also included are products used to bake or roast foods in the oven, such as:

  • roasting tins
  • baking sheets
  • loaf tins
  • muffin trays
  • omelette/pancake pans
  • pasta pans
  • vegetable steamers
  • other niche products.

Cookware may be made of metal, ceramic, glass, or composite material. However, while sales of glass, ceramic, and silicone bakeware are discussed in the report, sales of these are not included in market size figures.

Additionally, kitchen cutlery is also discussed as part of the cookware market. It includes:

  • knife blocks or sets.
  • Also included are open stock items, such as:
  • cook’s knives
  • carving knives
  • vegetable paring knives
  • cleavers
  • all-purpose kitchen knives.

Kitchen cutlery refers to knives that have a specific kitchen task, and therefore does not include table knives.

This report does not include products related to cookware, such as tableware, glassware, flatware, kitchen appliances, or gadgets.

Consumer survey data

For the purposes of this report, Mintel commissioned exclusive consumer research through Toluna USA to explore consumer use of/attitudes and behaviors toward cookware. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in April and May 2011 among a sample of 2,000 adults aged 18+ with access to the internet.

Mintel selects survey respondents so that they are proportionally balanced to the entire U.S. adult population based on the key demographics of gender, age, household income, and region. Mintel also slightly oversamples, relative to the population, respondents that are Hispanic or black to ensure an adequate representation of these groups in Mintel’s survey results. Please note that Mintel’s exclusive surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in Mintel’s survey results.

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (white, black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising clips
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Sales growth picks up following 2008-09 slump
                      • Nonstick cookware remains category leader; bakeware and cutlery driving growth
                        • Mass merchandisers dominate the retail landscape
                          • Most buy to replace old items
                            • Most Americans enjoy cooking
                              • One in four cooking very simple meals more often; one in three cooking more from scratch
                                • Many not aware of what brand they last purchased
                                  • Quality, ease of use, and price drive cookware decisions
                                    • Cookware
                                      • Bakeware
                                        • Cutlery
                                        • Insights and Opportunities

                                          • Many cooking more at home to save, experiment, and achieve health aspirations
                                            • Figure 1: Cooking habits, those doing more compared to last year by attitudes about cooking and cuisine, 2010
                                          • Partner with grocers to create kiosks, demos, and cross-merchandising
                                            • Target LGBT with registries and rainbow designs
                                            • Inspire Insights

                                                • Inspire Trend: “Brand Review”
                                                  • Inspire Trend: “Greenfluencers”
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Sales growth accelerates following peak of recession
                                                        • Figure 2: Total U.S. retail sales of cookware, at current prices, 2006-16
                                                        • Figure 3: Total U.S. retail sales of cookware, at inflation-adjusted prices, 2006-16
                                                      • Fan chart forecast
                                                          • Figure 4: Total U.S. retail sales and fan chart forecast of cookware, metal bakeware, and cutlery at current prices, 2006-16
                                                      • Market Drivers

                                                        • Key points
                                                          • Cooking-at-home trend driving sales growth
                                                            • Figure 5: Behavioral changes compared to last year, October 2010
                                                          • However, price sensitivity undermines sales growth
                                                            • Figure 6: Behavioral changes compared to last year, October 2010
                                                            • Figure 7: Attitudes toward discretionary spending, by household income, October 2010
                                                          • Uptick in unemployment likely to drive cooking-at-home trend
                                                            • Figure 8: Unemployment, January 2007-June 2011
                                                          • Historically low level of consumer confidence could slow sales
                                                            • Figure 9: University of Michigan Consumer Sentiment Index, March 2007-June 2011
                                                          • Rising CPI could drive cooking-at-home trend
                                                            • Figure 10: Consumer Price Index*, all items, January 2008-February 2011
                                                          • Population growth will contribute to rising demand for cookware
                                                            • Figure 11: Population, by age, 2006-16
                                                          • Large households make Hispanics an important segment
                                                            • Figure 12: Household size, by race/Hispanic origin of householder, 2010
                                                            • Figure 13: Population, by race and Hispanic origin, 2006-16
                                                          • Drop in number of weddings may undermine growth
                                                          • Competitive Context

                                                            • Nearly one in three report dining out less often
                                                              • Figure 14: Restaurant usage, by gender, May 2011
                                                            • Improving restaurant performance could suggest a greater competitve threat in the future
                                                              • Figure 15: NRA Performance Indices, January 2009-April 2011
                                                          • Segment Performance

                                                            • Key points
                                                              • Sales of cookware, by segment
                                                                • Figure 16: U.S. retail sales of cookware, by type, 2006-16
                                                                • Figure 17: U.S. retail sales of cookware, by type, 2009 and 2011
                                                            • Segment Performance—Nonstick Cookware

                                                              • Key points
                                                                • Nonstick sales climb as PFOA-free surfaces become common
                                                                  • Figure 18: U.S. retail sales of nonstick cookware, 2006-16
                                                              • Segment Performance—Stainless Steel Cookware

                                                                • Key points
                                                                  • Stainless steel sales grow as some upgrade from aluminium
                                                                    • Figure 19: U.S. retail sales of stainless steel cookware, 2006-16
                                                                • Segment Performance—Anodized Cookware

                                                                  • Key points
                                                                    • Anodized cookware sales recover after steep declines in 2008-09
                                                                      • Figure 20: U.S. retail sales and forecast of anodized cookware, 2006-16
                                                                  • Segment Performance—Other Cookware

                                                                    • Key points
                                                                      • Sales growth of “other” cookware expected to accelerate from 2011-16
                                                                        • Figure 21: U.S. retail sales and forecast of “other” cookware, 2006-16
                                                                    • Segment Performance—Metal Bakeware

                                                                      • Key points
                                                                        • Growth of bakeware reflects popularity of frozen foods and desserts
                                                                          • Figure 22: U.S. retail sales and forecast of metal bakeware, 2006-16
                                                                      • Segment Performance—Cutlery

                                                                        • Key points
                                                                          • Sales growth reflects cooking trend and demand among men
                                                                            • Figure 23: U.S. retail sales and forecast of cutlery, 2006-16
                                                                        • Retail Channels

                                                                          • Key points
                                                                            • Supercenters and club stores remain dominant
                                                                              • Figure 24: U.S. retail sales of cookware, by channel, 2009 and 2011
                                                                          • Retail Channels—Supercenters & Warehouse Clubs

                                                                            • Key points
                                                                              • Supercenters and warehouse clubs post gains with value and convenience
                                                                                • Figure 25: Supercenter and warehouse club sales of cookware, 2006-11
                                                                            • Retail Channels—Specialty Stores

                                                                              • Key points
                                                                                • Sales in specialty channel grow after steep 2009 decline
                                                                                  • Figure 26: Total U.S. alternative channel sales of cookware, 2006-11
                                                                              • Retail Channels—Department Stores

                                                                                • Key points
                                                                                  • Department stores expected to post modest gain in 2011
                                                                                    • Figure 27: Total U.S. department store sales of cookware, 2006-11
                                                                                • Retail Channels—Other Channels

                                                                                  • Key points
                                                                                    • Growth in such other channels as supermarkets accelerates in 2010 and 2011
                                                                                      • Figure 28: Total U.S. other channel sales of cookware, 2006-11
                                                                                  • Leading Companies

                                                                                    • Key points
                                                                                      • Most leaders have long history and extensive offerings
                                                                                        • Cuisinart
                                                                                          • T-Fal
                                                                                            • Calphalon
                                                                                              • Figure 29: cookware/bakeware brands purchased, May 2011
                                                                                          • Innovations and Innovators

                                                                                            • Manufacturers appeal to lifestyle aspirations
                                                                                              • Manufacturers respond to wellness trend
                                                                                                • Figure 30: Nordic ware burger bite grill pan, July 2011
                                                                                              • Eco-friendly cookware still a key category of innovation
                                                                                                • Figure 31: Cuisinart Green Gourmet, July 2011
                                                                                              • Calphalon ReNew
                                                                                                • Figure 32: Calphalon ReNew shopping bags, July 2011
                                                                                              • Cause marketing helps to differentiate and connect emotionally
                                                                                                • Figure 33: KitchenAid “cook for the cure” knife, July 2011
                                                                                              • New colors and designs
                                                                                                • Figure 34: Blue le creuset sauté pan, July 2011
                                                                                              • Celebrity endorsements
                                                                                                • Figure 35: Le Creuset Oprah collection, July 2011
                                                                                              • Train with brand ambassadors
                                                                                                • Appeal to patriotism
                                                                                                  • Figure 36: Nordic Ware made in America logo, July 2011
                                                                                                  • Figure 37: Regal Ware made in USA logo, July 2011
                                                                                                • Heat indicators among innovations that could be used to target inexperienced cooks
                                                                                                  • Figure 38: T-Fal pancake griddle with thermo-spot, July 2011
                                                                                              • Marketing Strategies

                                                                                                • Online is where it’s at
                                                                                                  • Calphalon
                                                                                                    • Figure 39: Brand analysis of Calphalon
                                                                                                  • Television
                                                                                                    • Figure 40: Calphalon TV ad, 2010
                                                                                                    • Figure 41: Calphalon TV ad, 2010
                                                                                                  • Website
                                                                                                    • Facebook
                                                                                                      • Circulon
                                                                                                        • Television
                                                                                                          • Figure 43: Circulon TV ad, 2010
                                                                                                        • Website
                                                                                                          • Facebook
                                                                                                            • Twitter
                                                                                                              • T-Fal
                                                                                                                • Website
                                                                                                                  • Figure 44: Quantcast.com estimates for t-falusa.com, July 2011
                                                                                                                • Some use smartphone apps to engage customers and invite loyalty
                                                                                                                  • Figure 45: Cuisinart KitchenSync app, July 2011
                                                                                                                  • Figure 46: Circulon Cooks! iPad app, July 2011
                                                                                                              • Cooking and Eating Habits and Attitudes

                                                                                                                • Key points
                                                                                                                  • Most involved in and enjoy household cooking
                                                                                                                    • Figure 47: Cooking involvement, enjoyment, and expertise, by gender, May 2011
                                                                                                                  • Incidence of cooking enjoyment highest among 25-54s
                                                                                                                    • Figure 48: Cooking involvement, enjoyment, and expertise, by age, May 2011
                                                                                                                  • Many, especially young adults, “cooking” more simple meals
                                                                                                                    • Figure 49: Minimal meal-preparation habits, by age, May 2011
                                                                                                                  • Cooking from scratch becoming more popular
                                                                                                                    • Figure 50: Meals eaten at home cooked from scratch, by age, May 2011
                                                                                                                    • Figure 51: Meals eaten at home cooked from scratch, by annual household income, May 2011
                                                                                                                  • Target large households with products that simplify cooking and cleanup
                                                                                                                    • Figure 52: Meals eaten at home cooked from scratch, by household size, May 2011
                                                                                                                  • About one in five grilling more as “nesting” trend continues
                                                                                                                    • Figure 53: Grilled meals prepared on the barbecue, by annual household income, May 2011
                                                                                                                    • Figure 54: Grilled meals prepared on the barbecue, by household size, May 2011
                                                                                                                • Cookware, Bakeware, Cutlery: Acquisition and Source

                                                                                                                  • Key points
                                                                                                                    • Most buy from mass merchandisers and department stores
                                                                                                                      • Figure 55: Choice of retailer for cookware, bakeware, or cutlery, by age, May 2011
                                                                                                                    • Many not aware of what brand they last purchased
                                                                                                                      • Figure 56: Cookware/bakeware brands purchased, by age, May 2011
                                                                                                                    • Middle- and upper-income buyers more likely to recall brand
                                                                                                                      • Figure 57: Cookware/bakeware brands purchased, by annual household income, May 2011
                                                                                                                    • Replacement and simple desire key purchase drivers
                                                                                                                      • Figure 58: Reasons for purchasing cookware/bakeware, by age, May 2011
                                                                                                                      • Figure 59: Reasons for purchasing cookware/bakeware, by annual household income, May 2011
                                                                                                                    • Most do not avoid aluminium or Teflon
                                                                                                                      • Figure 60: Consumer attitudes about cookware/bakeware composites, by age, May 2011
                                                                                                                  • The Cookware Consumer

                                                                                                                    • Key points
                                                                                                                      • 25-34s especially likely to purchase cookware
                                                                                                                          • Figure 61: Purchases of cookware, by age, May 2011
                                                                                                                        • Those earning $50K-99K most likely to buy cookware
                                                                                                                          • Figure 62: Purchases of cookware, by annual household income, May 2011
                                                                                                                        • Young adults most likely to purchase at supermarkets
                                                                                                                          • Figure 63: Choice of retailer for cookware, by age, May 2011
                                                                                                                        • Those earning $75K+ most likely to shop at home décor stores
                                                                                                                          • Figure 64: Choice of retailer for cookware, annual household income, May 2011
                                                                                                                        • Large households most likely to shop at mass merchandisers
                                                                                                                          • Figure 65: Choice of retailer for cookware, by household size, May 2011
                                                                                                                        • 18-34s most likely to find recommendations important
                                                                                                                            • Figure 66: Cookware features important to respondents, by age, May 2011
                                                                                                                          • Upper-income consumers more interested in cookware design
                                                                                                                            • Figure 67: Cookware features important to respondents, by annual household income, May 2011
                                                                                                                        • The Bakeware Consumer

                                                                                                                          • Key points
                                                                                                                            • Women are the biggest bakeware purchasers, but don’t ignore men
                                                                                                                                • Figure 68: Purchases of bakeware, by gender, May 2011
                                                                                                                              • 25-34s are the most likely to purchase bakeware
                                                                                                                                  • Figure 69: Purchases of bakeware, by age, May 2011
                                                                                                                                • Households with incomes of $50K-99K especially purchase bakeware
                                                                                                                                  • Figure 70: Purchases of bakeware, by annual household income, May 2011
                                                                                                                                • Mass merchandisers most popular channel for bakeware purchase
                                                                                                                                    • Figure 71: Choice of retailer for bakeware, by age, May 2011
                                                                                                                                  • Mass merchandisers most popular among lower-income segments
                                                                                                                                      • Figure 72: Choice of retailer for bakeware, by annual household income, May 2011
                                                                                                                                    • Southerners show preference for Walmart
                                                                                                                                        • Figure 73: Choice of retailer for bakeware, by region, May 2011
                                                                                                                                      • Ease of use is most important, especially among those aged 65+
                                                                                                                                          • Figure 74: Bakeware features important to respondents, by age, May 2011
                                                                                                                                        • High-quality brand most important to those from $50K+ households
                                                                                                                                          • Figure 75: Bakeware features important to respondents, by annual household income, May 2011
                                                                                                                                      • The Cutlery Consumer

                                                                                                                                        • Key points
                                                                                                                                          • Men are more likely to buy some types of cutlery
                                                                                                                                              • Figure 76: Purchases of cutlery, by gender, May 2011
                                                                                                                                            • Young adults key segment for cutlery manufacturers
                                                                                                                                              • Figure 77: Purchases of cutlery, by age, May 2011
                                                                                                                                            • Mass merchandisers most popular for cutlery purchases
                                                                                                                                                • Figure 78: Choice of retailer for cutlery, by age, May 2011
                                                                                                                                              • Home décor stores more popular with those earning $50K+
                                                                                                                                                  • Figure 79: Choice of retailer for cutlery, by annual household income, May 2011
                                                                                                                                                • Northeast and West most likely to shop department stores
                                                                                                                                                    • Figure 80: Choice of retailer for cutlery, by region, May 2011
                                                                                                                                                • Impact of Race/Hispanic Origin

                                                                                                                                                  • Key points
                                                                                                                                                    • Blacks and Hispanics eating more at home
                                                                                                                                                      • Figure 81: Meals eaten at home cooked from scratch, by race/Hispanic origin, May 2011
                                                                                                                                                    • Blacks and Hispanics most likely to buy at mass merchandisers
                                                                                                                                                      • Figure 82: Choice of retailer for cookware, bakeware, or cutlery, by race/Hispanic origin, May 2011
                                                                                                                                                    • Blacks most likely to buy several cookware items
                                                                                                                                                      • Figure 83: Purchases of cookware, by race/Hispanic origin, May 2011
                                                                                                                                                    • Blacks are most heavily influenced by celebrity endorsements
                                                                                                                                                      • Figure 84: Cookware features important to respondents, by race/Hispanic origin, May 2011
                                                                                                                                                    • Recommendations are particularly important for blacks and Hispanics
                                                                                                                                                      • Figure 85: Bakeware features important to respondents, by race/Hispanic origin, May 2011
                                                                                                                                                  • Custom Consumer Tables

                                                                                                                                                    • Key points
                                                                                                                                                      • Those who like cooking more likely to buy cookware
                                                                                                                                                          • Figure 86: Purchases of cookware, by cooking enjoyment, May 2011
                                                                                                                                                        • Those who like cooking more likely to buy bakeware
                                                                                                                                                          • Figure 87: Purchases of bakeware, by cooking enjoyment, May 2011
                                                                                                                                                        • Mass merchandisers popular across segments
                                                                                                                                                            • Figure 88: Choice of retailer for cookware, bakeware, or cutlery by cooking enjoyment, May 2011
                                                                                                                                                          • All brands of cookware most purchased among those who like cooking
                                                                                                                                                              • Figure 89: Cookware/bakeware brands purchased by cooking enjoyment, May 2011
                                                                                                                                                          • Cluster Analysis

                                                                                                                                                              • Well-Stocked Kitchen
                                                                                                                                                                • Demographics
                                                                                                                                                                  • Characteristics
                                                                                                                                                                    • Opportunity
                                                                                                                                                                      • Dining-Out Reducers
                                                                                                                                                                        • Demographics
                                                                                                                                                                          • Characteristics
                                                                                                                                                                            • Opportunity
                                                                                                                                                                              • Unchanged Cooking Indifferents
                                                                                                                                                                                • Demographics
                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                      • Cluster characteristic tables
                                                                                                                                                                                        • Figure 90: Cookware clusters, May 2011
                                                                                                                                                                                        • Figure 91: Cooking habits, by cookware clusters, May 2011
                                                                                                                                                                                        • Figure 92: Involvement and interest in cooking, by cookware clusters, May 2011
                                                                                                                                                                                        • Figure 93: Attitudes toward cookware and bakeware, by cookware clusters, May 2011
                                                                                                                                                                                        • Figure 94: Purchase of nonelectric cookware, bakeware, or cutlery items, by cookware clusters, May 2011
                                                                                                                                                                                        • Figure 95: Reasons for buying cookware/bakeware in the past two years, by cookware clusters, May 2011
                                                                                                                                                                                      • Cluster demographic tables
                                                                                                                                                                                        • Figure 96: Cookware clusters, by gender, May 2011
                                                                                                                                                                                        • Figure 97: Cookware clusters, by age, May 2011
                                                                                                                                                                                        • Figure 98: Cookware clusters, by household income, May 2011
                                                                                                                                                                                        • Figure 99: Cookware clusters, by race, May 2011
                                                                                                                                                                                        • Figure 100: Cookware clusters, by Hispanic origin, May 2011
                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                      • Appendix—Other Useful Tables

                                                                                                                                                                                          • Figure 101: Meals eaten at home cooked from scratch, by gender, May 2011
                                                                                                                                                                                          • Figure 102: Grilled meals prepared on the barbecue, by gender, May 2011
                                                                                                                                                                                          • Figure 103: Cookware/bakeware brands purchased, by household size, May 2011
                                                                                                                                                                                          • Figure 104: Cookware/bakeware brands purchased, by education, May 2011
                                                                                                                                                                                          • Figure 105: Choice of retailer for cookware, by household size, May 2011
                                                                                                                                                                                          • Figure 106: Choice of retailer for cookware, bakeware, or cutlery, by annual household income, May 2011
                                                                                                                                                                                          • Figure 107: Choice of retailer for cookware, bakeware, or cutlery, by region, May 2011
                                                                                                                                                                                          • Figure 108: Cookware/bakeware brands purchased, by household size, May 2011
                                                                                                                                                                                          • Figure 109: Cookware/bakeware brands purchased, by annual household income, May 2011
                                                                                                                                                                                          • Figure 110: Cookware features important to respondents, by region, May 2011
                                                                                                                                                                                          • Figure 111: Purchases of cutlery, by household size, May 2011
                                                                                                                                                                                          • Figure 112: Choice of retailer for cutlery, by household size, May 2011
                                                                                                                                                                                      • Appendix—Trade Associations

                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                        • All-Clad Metalcrafters, LLC.
                                                                                                                                                                                        • Amazon North America
                                                                                                                                                                                        • Bed Bath & Beyond Inc
                                                                                                                                                                                        • Belk, Inc
                                                                                                                                                                                        • Big Lots, Inc
                                                                                                                                                                                        • Chantal Corporation
                                                                                                                                                                                        • Conair Corporation
                                                                                                                                                                                        • Cookware Manufacturers Association
                                                                                                                                                                                        • Costco Wholesale Corporation
                                                                                                                                                                                        • Crate & Barrel
                                                                                                                                                                                        • Dollar General Corporation
                                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                                        • Good Housekeeping
                                                                                                                                                                                        • Groupe SEB
                                                                                                                                                                                        • Home Depot (USA)
                                                                                                                                                                                        • Home Furnishings News (HFN)
                                                                                                                                                                                        • International Housewares Association
                                                                                                                                                                                        • Kmart Corporation
                                                                                                                                                                                        • Kohl's Corporation
                                                                                                                                                                                        • Le Creuset Of America Inc
                                                                                                                                                                                        • Lifetime Brands Inc.
                                                                                                                                                                                        • Lowe's Companies
                                                                                                                                                                                        • Macy's, Inc.
                                                                                                                                                                                        • Mauviel
                                                                                                                                                                                        • National Restaurant Association (NRA)
                                                                                                                                                                                        • Newell Rubbermaid Inc.
                                                                                                                                                                                        • Regal Ware, Inc.
                                                                                                                                                                                        • Reuters Group PLC
                                                                                                                                                                                        • Romertopf
                                                                                                                                                                                        • SAM's Club
                                                                                                                                                                                        • Sears Holdings Corporation
                                                                                                                                                                                        • T-Fal
                                                                                                                                                                                        • Target Corporation
                                                                                                                                                                                        • The New York Times Company
                                                                                                                                                                                        • Tramontina Usa Inc
                                                                                                                                                                                        • Twitter, Inc.
                                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                                        • U.S. Bureau of the Census
                                                                                                                                                                                        • University of Michigan, The
                                                                                                                                                                                        • US Department of Commerce
                                                                                                                                                                                        • Viking Range Corporation
                                                                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                                                                        • Whole Foods Market Inc
                                                                                                                                                                                        • Wild Oats Markets, Inc
                                                                                                                                                                                        • Williams-Sonoma, Inc
                                                                                                                                                                                        • Wilton Industries Inc.
                                                                                                                                                                                        • WÜSTHOF-TRIDENT OF AMERICA, INC.

                                                                                                                                                                                        Cookware - US - August 2011

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