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Cookware - US - July 2013

“The most enthusiastic home cooks, who have both strong interest in cooking from scratch and advanced cooking skills, are a core target for the cookware market and are well-served by top cookware brands and specialty retailers. While marketers can’t ignore this hard-core group, category growth may require a more concerted effort at reaching out to a broader, less highly skilled audience.”

– John Owen, Senior Household Analyst

Some ideas addressed in this report include:

  • Make supermarkets a showcase for cooking and cookware
  • Catch the momentum of ethnic cooking
  • Break out of the replacement cycle

 

The $4.6 billion cookware market has posted small gains over the last few years, roughly keeping pace with modest economic improvement. While pockets of strength exist, such as ethnic cookware and microwave cookware, the slow pace of growth overall indicates that the cookware market is not benefiting as much as it might from continued interest in home meal prep and home entertaining.
The cookware market is driven by a core of home cooks who are enthusiastic about cooking and possess strong cooking skills. More broadly, however, skill often lags enthusiasm. For marketers and retailers, bolstering skill and confidence in the kitchen may represent the best opportunity for boosting sales in the cookware market as a whole.
 
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, sales of glass, ceramic, and silicone bakeware are not included in market size figures. Additionally, kitchen cutlery is 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.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Segmentation definitions and overview
          • Data sources
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Category tracks with slow improvement in economy
                          • Figure 1: Total U.S. retail sales of cookware and fan chart forecast, at current prices, 2008-18
                        • Segments offering specialization and convenience outperform the market
                          • Figure 2: Total U.S. retail sales of cookware, by segment, 2011 and 2013
                        • Discount stores lead sales, specialty stores experience growth
                          • The consumer
                            • Cooking interest and skill drive category purchases
                              • Figure 3: Purchase of cookware, by cooking segments, April 2013
                            • Replacement remains top reason for purchase
                              • Figure 4: Reasons for purchase of cookware/bakeware, April 2013
                            • Easy cleaning and price most important purchase considerations
                              • Figure 5: Attribute importance for cookware and bakeware, very important, April 2013
                            • Attitudes toward cookware and bakeware
                              • Figure 6: Attitudes toward cookware and cooking, agree strongly, April 2013
                            • What we think
                            • Issues and Insights

                                • Make supermarkets a showcase for cooking and cookware
                                  • The issues
                                    • The implications
                                      • Catch the momentum of ethnic cooking
                                        • The issues
                                          • The implications
                                            • Break out of the replacement cycle
                                              • The issues
                                                • The implications
                                                • Trend Applications

                                                    • Trend: Moral Brands
                                                      • Trend: Return of the Experts
                                                        • Mintel Futures: Old Gold
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Category tracks with slow improvement in economy
                                                              • Figure 7: Total U.S. retail sales of cookware, at current prices, 2008-18
                                                              • Figure 8: Total U.S. retail sales of cookware, at inflation-adjusted prices, 2008-18
                                                            • Fan chart forecast
                                                                • Figure 9: Total U.S. retail sales of cookware and fan chart forecast, at current prices, 2008-18
                                                            • Market Drivers

                                                              • Household income stabilizes but remains weak
                                                                • Figure 10: Median household income, in inflation-adjusted dollars, 2001-11
                                                              • Consumer confidence on the rise
                                                                • Figure 11: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2008-13
                                                              • Renovation market rebounding
                                                                • Figure 12: BuildFax Remodeling Index, 2008-13
                                                              • Time spent on home meal prep increasing
                                                                • Figure 13: Time spent on food preparation and cleanup, by gender, 2007-11
                                                              • Growing interest in fresh, local foods supports home cooking
                                                                • Figure 14: Number of farmers markets in the U.S., 1994-2012
                                                            • Competitive Context

                                                              • Small kitchen appliances compete for home meal prep budgets
                                                                • Figure 15: U.S. retail sales of select kitchen appliances, 2008-12
                                                                • Figure 16: U.S. retail sales of select kitchen appliances, 2008-12 (continued)
                                                              • More money spent on food at home
                                                                • Figure 17: Percentage of total food expenditures on food at home and food away from home, 2007-11
                                                            • Segment Performance

                                                              • Key points
                                                                • Specialization and convenience outperform more general products
                                                                  • Figure 18: Total U.S. retail sales of cookware, by segment, 2011 and 2013
                                                              • Segment Performance – Nonstick Cookware

                                                                • Key points
                                                                  • Heavily promoted segment a category mainstay
                                                                    • Figure 19: Total U.S. retail sales of nonstick cookware, 2008-18
                                                                • Segment Performance – Stainless Steel Cookware

                                                                  • Key points
                                                                    • Stainless sales stagnate but could be set for rebound
                                                                        • Figure 20: Total U.S. retail sales of stainless steel cookware, 2008-18
                                                                    • Segment Performance – Anodized Aluminum Cookware

                                                                      • Key points
                                                                        • Anodized aluminum holds appeal for cooks looking to save time and money
                                                                          • Figure 21: Total U.S. retail sales of anodized aluminum cookware, 2008-18
                                                                      • Segment Performance – Other Cookware

                                                                        • Key points
                                                                          • Beyond reheating: microwave cooking pushes to expand
                                                                            • Ethnic cookware taps into desire for exploration and authenticity
                                                                              • Figure 22: Share of other cookware subsegments, 2008-18
                                                                              • Figure 23: Total U.S. retail sales of other cookware*, 2008-18
                                                                          • Segment Performance – Metal Bakeware

                                                                            • Key points
                                                                              • Bakeware benefits from growing popularity of baking at home
                                                                                • Figure 24: Total U.S. retail sales of metal bakeware, 2008-18
                                                                            • Segment Performance – Cutlery

                                                                              • Key points
                                                                                • Segment gains steadily, may benefit further from shopper education
                                                                                  • Figure 25: Total U.S. retail sales of cutlery, 2008-18
                                                                              • Retail Channels

                                                                                • Key points
                                                                                  • Discounters maintain lead but face pressure from specialists and online sellers
                                                                                    • Figure 26: Total U.S. retail sales of cookware, by retail channel, 2011 and 2013
                                                                                • Retail Channels – Discount Stores and Warehouse Clubs

                                                                                  • Key points
                                                                                    • Cookware fits Target’s cheap-chic strategy
                                                                                      • Walmart focuses on basics and low prices
                                                                                        • Figure 27: Total U.S. retail sales of cookware in discount stores and warehouse stores, 2011 and 2013
                                                                                    • Retail Channels – Specialty Stores

                                                                                      • Key points
                                                                                        • Specialty stores gain on appeal to enthusiasts
                                                                                          • Figure 28: Total U.S. retail sales of cookware in specialty stores, 2011 and 2013
                                                                                      • Retail Channels – Department Stores

                                                                                        • Key points
                                                                                          • Weak sales for category reflect weakness of the channel as a whole
                                                                                            • Figure 29: Total U.S. retail sales of cookware in department stores, 2011 and 2013
                                                                                        • Retail Channels – Other Retailers

                                                                                          • Key points
                                                                                            • Wide variety of channels combine for solid cookware growth
                                                                                              • Figure 30: Total U.S. retail sales of cookware in other retailers*, 2011 and 2013
                                                                                          • Leading Companies

                                                                                            • Groupe SEB (T-Fal and All-Clad Metalcrafters)
                                                                                              • Newell Rubbermaid (Calphalon)
                                                                                                • Extending the Calphalon brand
                                                                                                  • Meyer Corporation
                                                                                                  • Innovations and Innovators

                                                                                                    • Twiztt an effort to redefine convenience
                                                                                                      • Revolution from Revol first ceramics to work with all heat sources
                                                                                                        • Calphalon places increasing emphasis on nonstick surfaces
                                                                                                          • Bakeware innovations that expand possibilities
                                                                                                          • Marketing Strategies

                                                                                                            • Overview
                                                                                                              • All-Clad targets brides-to-be and cooking enthusiasts
                                                                                                              • Social Media

                                                                                                                • Key points
                                                                                                                  • Social media metrics
                                                                                                                    • Figure 31: Key performance indicators, June 2013
                                                                                                                  • Market overview
                                                                                                                    • Brand usage and awareness
                                                                                                                      • Figure 32: Usage and awareness of selected cookware brands, April 2013
                                                                                                                    • Interaction with cookware brands
                                                                                                                      • Figure 33: Interaction with selected cookware brands, April 2013
                                                                                                                    • Online conversations
                                                                                                                      • Figure 34: Online conversations on selected cookware brands, by day, May 3-June 2, 2013
                                                                                                                    • Where are people talking about cookware brands?
                                                                                                                      • Figure 35: Online conversations on selected cookware brands, by page type, May 3-June 2, 2013
                                                                                                                    • What are people talking about?
                                                                                                                      • Figure 36: Types of conversations around selected cookware brands, May 3-June 2, 2013
                                                                                                                      • Figure 37: Types of conversations around selected cookware brands, by day, May 3-June 2, 2013
                                                                                                                    • Analysis by brand
                                                                                                                      • Cuisinart
                                                                                                                        • Figure 38: Cuisinart – key social media indicators, June 2013
                                                                                                                      • Key online campaigns
                                                                                                                        • What we think
                                                                                                                          • T-Fal
                                                                                                                            • Figure 39: T-Fal – Key social media indicators, June 2013
                                                                                                                          • Key online campaigns
                                                                                                                            • What we think
                                                                                                                              • Le Creuset
                                                                                                                                • Figure 40: Le Creuset – Key social media indicators, June 2013
                                                                                                                              • Key online campaigns
                                                                                                                                • What we think
                                                                                                                                  • All-Clad
                                                                                                                                    • Figure 41: All-Clad – Key social media indicators, June 2013
                                                                                                                                  • Key online campaigns
                                                                                                                                    • What we think
                                                                                                                                      • Calphalon
                                                                                                                                        • Figure 42: Calphalon – Key social media indicators, June 2013
                                                                                                                                      • Key online campaigns
                                                                                                                                        • What we think
                                                                                                                                          • Korin Knives
                                                                                                                                            • Figure 43: Korin Knives – Key social media indicators, June 2013
                                                                                                                                          • What we think
                                                                                                                                          • Purchase of Cookware

                                                                                                                                            • Key points
                                                                                                                                              • Nearly two thirds of adults have purchased cookware in last two years
                                                                                                                                                • High purchase incidence among young adults reflects cooking enthusiasm
                                                                                                                                                  • Figure 44: Purchase of cookware, by gender and age, April 2013
                                                                                                                                                • Upper-middle income group purchases widest array of cookware
                                                                                                                                                  • Figure 45: Purchase of cookware, by household income, April 2013
                                                                                                                                                • Cooking enthusiasm drives purchase of a greater variety of cookware
                                                                                                                                                  • Figure 46: Purchase of cookware, by cooking segments, April 2013
                                                                                                                                              • Purchase of Bakeware and Cutlery

                                                                                                                                                • Key points
                                                                                                                                                  • Women 18-34 are a key market for bakeware and for the category as a whole
                                                                                                                                                    • Men an important target for cutlery manufacturers and retailers
                                                                                                                                                      • Figure 47: Purchase of bakeware and cutlery, by gender and age, April 2013
                                                                                                                                                    • Bakeware purchase incidence skews strongly to larger households
                                                                                                                                                      • Figure 48: Purchase of bakeware and cutlery, by household size, April 2013
                                                                                                                                                    • Bakeware and cutlery offer opportunities to enhance enthusiasm and skill
                                                                                                                                                      • Figure 49: Purchase of bakeware and cutlery, by cooking segments, April 2013
                                                                                                                                                  • Reasons for Purchase of Cookware/Bakeware

                                                                                                                                                    • Key points
                                                                                                                                                      • Replacement remains top reasons for purchase, keeping sales growth in check
                                                                                                                                                        • Younger buyers more likely to purchase in order to enhance skills, variety
                                                                                                                                                          • Figure 50: Reasons for purchase of cookware/bakeware, by gender and age, April 2013
                                                                                                                                                        • Enthusiastic Cooks represent expansion and trade-up opportunities
                                                                                                                                                          • Figure 51: Reasons for purchase of cookware/bakeware, by cooking segments, April 2013
                                                                                                                                                      • Attribute Importance for Cookware and Bakeware

                                                                                                                                                        • Key points
                                                                                                                                                          • Easy cleaning and price most likely to be rated very important
                                                                                                                                                            • Consumer reviews carry more weight than professionals and celebrities
                                                                                                                                                              • Figure 52: Attribute importance for cookware and bakeware, April 2013
                                                                                                                                                            • Women 55+ especially attuned to convenience, practicality
                                                                                                                                                              • Reviews of all types essential for young adults
                                                                                                                                                                • Figure 53: Very important attribute for cookware and bakeware, by gender and age, April 2013
                                                                                                                                                              • Enthusiastic and Super-enthusiastic Cooks motivated by more attributes
                                                                                                                                                                • Figure 54: Very important attribute for cookware and bakeware, by cooking segments, April 2013
                                                                                                                                                            • Attitudes Toward Cookware and Cooking

                                                                                                                                                              • Key points
                                                                                                                                                                • The right cookware facilitates healthy eating
                                                                                                                                                                  • Pleasing family and friends a powerful emotional driver for home cooking
                                                                                                                                                                    • Interest in new recipes a potential motivation for cookware purchases
                                                                                                                                                                      • Figure 55: Attitudes toward cookware and cooking, April 2013
                                                                                                                                                                    • Women appreciate social aspects of cooking, men the equipment
                                                                                                                                                                      • Figure 56: Strongly agree with attitudes toward cookware and cooking, by gender and age, April 2013
                                                                                                                                                                    • Satisfaction on a number of fronts for most enthusiastic cooks
                                                                                                                                                                      • Figure 57: Strongly agree with attitudes toward cookware and cooking, by cooking segments, April 2013
                                                                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                                                                    • Hispanics more likely to have made cookware purchases in last two years
                                                                                                                                                                      • Figure 58: Purchase of cookware, by race/Hispanic origin, April 2013
                                                                                                                                                                    • Hispanics more likely to have made bakeware and cutlery purchases
                                                                                                                                                                      • Figure 59: Purchase of bakeware and cutlery, by race/Hispanic origin, April 2013
                                                                                                                                                                    • Replacement the top purchase motivation for all groups
                                                                                                                                                                      • Figure 60: Reasons for purchase of cookware/bakeware, by race/Hispanic origin, April 2013
                                                                                                                                                                    • Black and Hispanic cookware shoppers especially attuned to value
                                                                                                                                                                      • Figure 61: Very important attribute for cookware and bakeware, by race/Hispanic origin, April 2013
                                                                                                                                                                    • Black, Hispanic, and Asian cooks highly engaged in cookware and cooking
                                                                                                                                                                      • Figure 62: Strongly agree with attitudes toward cookware and cooking, by race/Hispanic origin, April 2013
                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                      • Figure 63: Target clusters, April 2013
                                                                                                                                                                    • Old Pros
                                                                                                                                                                      • Demographics
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Opportunity
                                                                                                                                                                            • Super Cooks
                                                                                                                                                                              • Demographics
                                                                                                                                                                                • Characteristics
                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                    • No-nonsense Cooks
                                                                                                                                                                                      • Demographics
                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                            • Disengageds
                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                    • Cluster characteristic tables
                                                                                                                                                                                                      • Figure 64: Cooking frequency, attitude, and skill level, by target clusters, April 2013
                                                                                                                                                                                                      • Figure 65: Cooking segments, by target clusters, April 2013
                                                                                                                                                                                                      • Figure 66: Purchase of cookware, by target clusters, April 2013
                                                                                                                                                                                                      • Figure 67: Purchase of bakeware and cutlery, by target clusters, April 2013
                                                                                                                                                                                                      • Figure 68: Reasons for purchase of cookware/bakeware, by target clusters, April 2013
                                                                                                                                                                                                      • Figure 69: Very important attribute for cookware and bakeware, by target clusters, April 2013
                                                                                                                                                                                                      • Figure 70: Strongly agree with attitudes toward cookware and cooking, by target clusters, April 2013
                                                                                                                                                                                                    • Cluster demographic tables
                                                                                                                                                                                                      • Figure 71: Target clusters, by demographic, April 2013
                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                    • Custom Consumer Groups

                                                                                                                                                                                                      • Gender and presence of children younger than 18
                                                                                                                                                                                                        • Kids at home have greater impact on men’s purchases than women’s
                                                                                                                                                                                                            • Figure 72: Purchase of cookware, by gender and presence of children in household, April 2013
                                                                                                                                                                                                            • Figure 73: Purchase of bakeware and cutlery, by gender and presence of children in household, April 2013
                                                                                                                                                                                                          • Women, with or without kids, more likely to place importance on attributes
                                                                                                                                                                                                              • Figure 74: Very important attribute for cookware and bakeware, by gender and presence of children in household, April 2013
                                                                                                                                                                                                            • Women with kids appreciate social and emotional aspects of home cooking
                                                                                                                                                                                                              • Figure 75: Strongly agree with attitudes toward cookware and cooking, by gender and presence of children in household, April 2013
                                                                                                                                                                                                          • Appendix – Behaviors and Attitudes Define Six Types of Cooks

                                                                                                                                                                                                              • Figure 76: Cooking frequency, attitude, and skill level, by cooking segments, April 2013
                                                                                                                                                                                                            • Cooking segment demographics
                                                                                                                                                                                                              • Figure 77: Cooking segments, by gender and age, April 2013
                                                                                                                                                                                                              • Figure 78: Cooking segments, by household income, April 2013
                                                                                                                                                                                                              • Figure 79: Cooking segments, by household size, April 2013
                                                                                                                                                                                                              • Figure 80: Cooking segments, by race/Hispanic origin, April 2013
                                                                                                                                                                                                          • Appendix – Cooking Frequency, Attitude, and Skill Level

                                                                                                                                                                                                              • Figure 81: Cooking frequency, attitude, and skill level, by gender and age, April 2013
                                                                                                                                                                                                              • Figure 82: Cooking frequency, attitude, and skill level, by household income, April 2013
                                                                                                                                                                                                              • Figure 83: Cooking frequency, attitude, and skill level, by household size, April 2013
                                                                                                                                                                                                              • Figure 84: Cooking frequency, attitude, and skill level, by race/Hispanic origin, April 2013
                                                                                                                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                            • Purchase of cookware
                                                                                                                                                                                                              • Figure 85: Purchase of cookware, by household size, April 2013
                                                                                                                                                                                                            • Purchase of bakeware and cutlery
                                                                                                                                                                                                              • Figure 86: Purchase of bakeware and cutlery, by household income, April 2013
                                                                                                                                                                                                            • Reasons for purchase of cookware and bakeware
                                                                                                                                                                                                              • Figure 87: Reasons for purchase of cookware/bakeware, by household income, April 2013
                                                                                                                                                                                                              • Figure 88: Reasons for purchase of cookware/bakeware, by household size, April 2013
                                                                                                                                                                                                            • Attribute importance for cookware and bakeware
                                                                                                                                                                                                              • Figure 89: Very important attribute for cookware and bakeware, by household income, April 2013
                                                                                                                                                                                                              • Figure 90: Very important attribute for cookware and bakeware, by household size, April 2013
                                                                                                                                                                                                            • Attitudes toward cookware and cooking
                                                                                                                                                                                                              • Figure 91: Strongly agree with attitudes toward cookware and cooking, by household income, April 2013
                                                                                                                                                                                                              • Figure 92: Strongly agree with attitudes toward cookware and cooking, by household size, April 2013
                                                                                                                                                                                                          • Appendix – Social Media

                                                                                                                                                                                                            • Brand usage or awareness
                                                                                                                                                                                                              • Figure 93: Brand usage or awareness, April 2013
                                                                                                                                                                                                              • Figure 94: Le Creuset usage or awareness, by demographics, April 2013
                                                                                                                                                                                                              • Figure 95: Cuisinart usage or awareness, by demographics, April 2013
                                                                                                                                                                                                              • Figure 96: T-Fal usage or awareness, by demographics, April 2013
                                                                                                                                                                                                              • Figure 97: Calphalon usage or awareness, by demographics, April 2013
                                                                                                                                                                                                              • Figure 98: All-Clad usage or awareness, by demographics, April 2013
                                                                                                                                                                                                              • Figure 99: Korin Knives usage or awareness, by demographics, April 2013
                                                                                                                                                                                                            • Activities done
                                                                                                                                                                                                              • Figure 100: Activities done, April 2013
                                                                                                                                                                                                              • Figure 101: Le Creuset – Activities done, by demographics, April 2013
                                                                                                                                                                                                              • Figure 102: Cuisinart – Activities done, by demographics, April 2013
                                                                                                                                                                                                              • Figure 103: T-Fal – Activities done, by demographics, April 2013
                                                                                                                                                                                                              • Figure 104: Calphalon – Activities Done, by demographics, April 2013
                                                                                                                                                                                                            • Online conversations
                                                                                                                                                                                                              • Figure 105: Online conversations on selected cookware brands, May 3-June 2, 2013
                                                                                                                                                                                                              • Figure 106: Online conversations on selected cookware brands, by day, May 3-June 2, 2013
                                                                                                                                                                                                              • Figure 107: Online conversations on selected cookware brands, by page type, May 3-June 2, 2013
                                                                                                                                                                                                              • Figure 108: Types of conversations around selected cookware brands, May 3-June 2, 2013
                                                                                                                                                                                                              • Figure 109: Types of conversations around selected cookware brands, by day, May 3-June 2, 2013
                                                                                                                                                                                                              • Figure 110: Types of conversations around selected cookware brands, by page type, May 3-June 2, 2013
                                                                                                                                                                                                          • Appendix – Trade Organizations

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            • All-Clad Metalcrafters, LLC.
                                                                                                                                                                                                            • Cookware Manufacturers Association
                                                                                                                                                                                                            • Groupe SEB
                                                                                                                                                                                                            • International Housewares Association
                                                                                                                                                                                                            • Meyer Corporation U.S.
                                                                                                                                                                                                            • Moulinex
                                                                                                                                                                                                            • National Restaurant Association (NRA)
                                                                                                                                                                                                            • Newell Rubbermaid Inc.
                                                                                                                                                                                                            • T-Fal
                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics

                                                                                                                                                                                                            Cookware - US - July 2013

                                                                                                                                                                                                            US $3,995.00 (Excl.Tax)