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Cookware - US - July 2014

“The cookware market has continued to grow modestly due to consumers’ continued need for cookware and bakeware to facilitate meal preparation tasks. Accelerated category growth can be achieved by focusing on the emotional benefits of cooking as well as positioning cookware ownership as a means to enhance one’s skill and confidence in the kitchen.”
- Gabriela Elani, Home & Personal Care Analyst

This report looks at the following issues:

  • Support consumers in the kitchen
  • Engage with Black and Hispanic consumers
  • Help older consumers rediscover their enthusiasm for cooking

 

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Table of contents

  1. Scope and Themes

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

                      • The market
                        • Figure 1: Total US retail sales and fan chart forecast of cookware, at current prices, 2009-19
                      • Market factors
                        • Consumers’ economic outlook has improved
                          • Segment performance
                            • Figure 2: Total US retail sales and forecast of cookware, by segment, at current prices, 2011-16
                          • The consumer
                            • Many consumers enthusiastic about cooking, but overall category sales still modest
                              • Figure 3: Attitudes concerning cooking, April 2014
                            • Most consumers own basic cookware items
                              • Figure 4: Cookware ownership, April 2014
                            • Walmart is most common retailer for cookware purchases
                              • Consumers take a practical approach when selecting cookware
                                • Figure 5: Top cookware/bakeware attributes, April 2014
                              • Cooking and cookware provide both functional and emotional benefits
                                • Figure 6: Attitudes concerning cooking and cookware, any agreement, April 2014
                              • What we think
                              • Issues and Insights

                                  • Support consumers in the kitchen
                                    • The issues
                                      • The implications
                                        • Engage with Black and Hispanic consumers
                                          • The issues
                                            • The implications
                                              • Help older consumers rediscover their enthusiasm for cooking
                                                • The issues
                                                  • The implications
                                                  • Trend Application

                                                      • Trend: Minimize Me
                                                        • Trend: Factory Fear
                                                          • Trend: Immaterial World
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Sales and forecast of cookware
                                                                • Figure 7: Total US retail sales and forecast of cookware, at current prices, 2009-19
                                                                • Figure 8: Total US retail sales and forecast of cookware, at inflation-adjusted prices, 2009-19
                                                              • Modest growth expected for cookware market
                                                                • Figure 9: Total US retail sales and fan chart forecast of cookware, at current prices, 2009-19
                                                              • Forecast methodology
                                                              • Market Drivers

                                                                • Key points
                                                                  • Consumer confidence is growing
                                                                    • Figure 10: University of Michigan’s index of consumer sentiment (ICS), 2007-14
                                                                  • Median household income continues to decline
                                                                    • Figure 11: Median household income, in inflation-adjusted dollars, 2002-12
                                                                  • More consumers undertaking home renovations
                                                                    • Figure 12: NAHB Remodeling Market Index
                                                                • Competitive Context

                                                                  • Small kitchen appliances top competition for cookware
                                                                    • Figure 13: Sales of cooking appliances, by product type, 2011 and 2013
                                                                    • Figure 14: Sales of food preparation appliances, by product type, 2011 and 2013
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Cookware market is complex
                                                                      • Figure 15: Segment share of total US retail sales of cookware, 2014
                                                                    • Nonstick cookware sales increase steadily
                                                                      • Figure 16: Total US retail sales and forecast of nonstick cookware, at current prices, 2009-19
                                                                    • Stainless steel cookware poised for rebound
                                                                      • Figure 17: Total US retail sales and forecast of stainless steel cookware, at current prices, 2009-19
                                                                    • Anodized aluminum cookware sales fluctuate somewhat
                                                                      • Figure 18: Total US retail sales and forecast of anodized aluminum cookware, at current prices, 2009-14
                                                                    • Sales of other cookware highlights consumers’ exploration in the kitchen
                                                                      • Figure 19: Total US retail sales and forecast of other cookware, at current prices, 2009-14
                                                                    • Interest in baking drives bakeware sales
                                                                      • Figure 20: Total US retail sales and forecast of metal bakeware, at current prices, 2009-14
                                                                    • Cutlery continues to be essential
                                                                      • Figure 21: Total US retail sales and forecast of cutlery, at current prices, 2009-14
                                                                  • Retail Channels

                                                                    • Key points
                                                                      • Cookware retail landscape is multifaceted
                                                                        • Figure 22: Retail share of total US retail sales of cookware, 2014
                                                                      • Supercenters and warehouse clubs account for largest share of sales
                                                                        • Figure 23: US supercenter and warehouse club sales of cookware, at current prices, 2009-14
                                                                      • Specialty stores are seeing an uptick in sales
                                                                        • Figure 24: US specialty store sales of cookware, at current prices, 2009-14
                                                                      • Department stores fail to compete with other cookware retailers
                                                                        • Figure 25: US department store sales of cookware, at current prices, 2009-14
                                                                      • “Other retailers” segment experiences inconsistent sales
                                                                        • Figure 26: US sales of cookware, through other retail channels, at current prices, 2009-14
                                                                    • Leading Brands

                                                                      • All-Clad
                                                                        • Figure 27: All-Clad B3 Bonded Aluminum Collection
                                                                      • Calphalon
                                                                        • Figure 28: Calphalon Commercial Hard-Anodized Cookware Set
                                                                      • Cuisinart
                                                                        • Figure 29: Cuisinart Chef’s Classic Stainless Color Series
                                                                      • Le Creuset
                                                                        • Figure 30: Le Creuset 6-Piece Signature Set
                                                                      • Lodge Cast Iron
                                                                        • Figure 31: Lodge Deep Skillet
                                                                      • Swiss Diamond
                                                                        • Figure 32: Swiss Diamond Fry Pan
                                                                    • Innovations and Innovators

                                                                      • IMUSA offers global cookware line
                                                                        • Figure 33: IMUSA Global Cookware Collection
                                                                      • Simplemente Delicioso merges functionality with visual aesthetics
                                                                        • Figure 34: Simplemente Delicioso Cookware
                                                                      • Cuisinart launches a line of lightweight cast iron cookware
                                                                        • Figure 35: Cuisinart CastLite nonstick cast iron cookware
                                                                    • Marketing Strategies

                                                                      • Overview
                                                                        • All-Clad continues to focus on Chef Ambassador program
                                                                          • Figure 36: All-Clad Chef Ambassador Marc Murphy
                                                                        • Lodge Cast Iron emphasizes simplicity
                                                                          • Figure 37: Lodge Cast Iron Nation Cookbook
                                                                          • Figure 38: How to cook salmon in Lodge Seasoned Steel
                                                                          • Figure 39: Steel is simple – How to clean Lodge Seasoned Steel
                                                                      • Consumers’ Approach to Cooking

                                                                        • Key points
                                                                          • Nearly half of consumers cook from scratch regularly
                                                                              • Figure 40: Scratch cooking frequency, April 2014
                                                                              • Figure 41: Scratch cooking frequency, by gender, April 2014
                                                                              • Figure 42: Scratch cooking frequency, by age, April 2014
                                                                            • Consumers have an enthusiasm for cooking
                                                                                • Figure 43: Attitudes concerning cooking, April 2014
                                                                                • Figure 44: Attitudes concerning scratch cooking, by gender, April 2014
                                                                                • Figure 45: Attitudes concerning scratch cooking, by age, April 2014
                                                                            • Cookware Ownership

                                                                              • Key points
                                                                                • Eight in 10 consumers own basic cookware
                                                                                  • Figure 46: Cookware ownership, April 2014
                                                                                • Older consumers own more types of cookware
                                                                                  • Figure 47: Cookware ownership, by age, April 2014
                                                                                • Affluence strongly tied to cookware ownership
                                                                                  • Figure 48: Cookware ownership, by household income, April 2014
                                                                                • Enthusiastic Cooks already own a number of cookware items
                                                                                  • Figure 49: Cookware ownership, by cooking custom groups, April 2014
                                                                              • Bakeware and Cutlery Ownership

                                                                                • Key points
                                                                                  • Bakeware items enjoy high incidence of household ownership
                                                                                    • Figure 50: Bakeware ownership, April 2014
                                                                                    • Figure 51: cutlery ownership, April 2014
                                                                                  • Younger consumers more prime for bakeware and cutlery acquisition
                                                                                    • Figure 52: Bakeware ownership, by age, April 2014
                                                                                    • Figure 53: cutlery ownership, by age, April 2014
                                                                                  • Ease of baking could help attract Average Cooks and Basic Cooks
                                                                                    • Figure 54: Bakeware ownership, by cooking custom groups, April 2014
                                                                                    • Figure 55: cutlery ownership, by cooking custom groups, April 2014
                                                                                • Cookware Retailers

                                                                                  • Key points
                                                                                    • Walmart is the preferred retailer for cookware purchases
                                                                                      • Figure 56: Retail locations where cookware/bakeware is purchased, April 2014
                                                                                    • Younger consumers frequent retailers that offer lower pricing
                                                                                      • Figure 57: Retail locations where cookware/bakeware is purchased, by age, April 2014
                                                                                    • Affluence impacts where consumers shop for cookware
                                                                                      • Figure 58: Retail locations where cookware/bakeware is purchased, by household income, April 2014
                                                                                    • Enthusiastic Cooks still shop with budget in mind
                                                                                      • Figure 59: Retail locations where cookware/bakeware is purchased, by cooking custom groups, April 2014
                                                                                  • Cookware Attributes

                                                                                    • Key points
                                                                                      • Consumers take functional approach to choosing cookware and bakeware
                                                                                        • Figure 60: Top cookware/bakeware attributes, April 2014
                                                                                      • Older consumers want ease of cleaning while price matters for younger set
                                                                                        • Figure 61: Top cookware/bakeware attributes, by age, April 2014
                                                                                    • Attitudes Concerning Cookware and Cooking

                                                                                      • Key points
                                                                                        • Cooking and cookware deliver both functional and emotional benefits
                                                                                          • Figure 62: Attitudes concerning cooking and cookware, any agree, April 2014
                                                                                        • Women have stronger attitudes concerning cooking and cookware
                                                                                          • Figure 63: Attitudes concerning cooking and cookware, any agree by gender, April 2014
                                                                                        • Younger consumers get more emotional benefits out of cooking
                                                                                          • Figure 64: Attitudes concerning cooking and cookware, any agree by age, April 2014
                                                                                      • Race and Hispanic Origin

                                                                                        • Key points
                                                                                          • Hispanic and Black families present opportunity for the market
                                                                                            • Figure 65: Population, by race and Hispanic Origin, 2009-19
                                                                                          • Hispanics and Blacks love to cook, but differ in how often they do it
                                                                                            • Figure 66: Scratch cooking frequency, by race/Hispanic origin, April 2014
                                                                                            • Figure 67: Attitudes concerning scratch cooking, by race/Hispanic origin, April 2014
                                                                                            • Figure 68: Frequency of cooking experimentation, by race/Hispanic origin, April 2014
                                                                                          • Hispanics and Blacks not as likely to own a variety of cookware and bakeware
                                                                                            • Figure 69: Cookware ownership, by race/Hispanic origin, April 2014
                                                                                            • Figure 70: Bakeware and cutlery ownership, by race/Hispanic origin, April 2014
                                                                                          • Blacks and Hispanics shop at Walmart due to price
                                                                                            • Figure 71: Retail locations where cookware/bakeware is purchased, by race/Hispanic origin, April 2014
                                                                                            • Figure 72: Top cookware/bakeware attributes, by race/Hispanic origin, April 2014
                                                                                          • Cooking and baking is a family activity for Hispanics and Blacks
                                                                                            • Figure 73: Attitudes concerning cooking and cookware, any agree by race/Hispanic origin, April 2014
                                                                                        • Appendix – Other Market Tables

                                                                                          • Segment performance
                                                                                            • Figure 74: Total US retail sales of cookware, by segment, at current prices, 2012 and 2014
                                                                                          • Retail channels
                                                                                            • Figure 75: Total US retail sales of cookware, by channel, at current prices, 2011-13
                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                          • Consumers’ approach to cooking
                                                                                            • Figure 76: Cooking skill level, by gender, April 2014
                                                                                            • Figure 77: Frequency of cooking experimentation, by gender, April 2014
                                                                                            • Figure 78: Cooking skill level, by age, April 2014
                                                                                            • Figure 79: Frequency of cooking experimentation, by age, April 2014
                                                                                            • Figure 80: Scratch cooking frequency, by household income, April 2014
                                                                                            • Figure 81: Attitudes concerning scratch cooking, by household income, April 2014
                                                                                            • Figure 82: Cooking skill level, by household income, April 2014
                                                                                            • Figure 83: Frequency of cooking experimentation, by household income, April 2014
                                                                                            • Figure 84: Scratch cooking frequency, by presence of children in household, April 2014
                                                                                            • Figure 85: Attitudes concerning scratch cooking, by presence of children in household, April 2014
                                                                                            • Figure 86: Cooking skill level, by presence of children in household, April 2014
                                                                                            • Figure 87: Frequency of cooking experimentation, by presence of children in household, April 2014
                                                                                            • Figure 88: Scratch cooking frequency, by household size, April 2014
                                                                                            • Figure 89: Attitudes concerning scratch cooking, by household size, April 2014
                                                                                            • Figure 90: Cooking skill level, by household size, April 2014
                                                                                            • Figure 91: Frequency of cooking experimentation, by household size, April 2014
                                                                                          • Cookware ownership
                                                                                            • Figure 92: Cookware ownership, by gender, April 2014
                                                                                            • Figure 93: Cookware ownership, by household size, April 2014
                                                                                            • Figure 94: Cookware ownership, by presence of children in household, April 2014
                                                                                          • Bakeware and cutlery ownership
                                                                                            • Figure 95: Bakeware ownership, by gender, April 2014
                                                                                            • Figure 96: cutlery ownership, by gender, April 2014
                                                                                            • Figure 97: Bakeware ownership, by household income, April 2014
                                                                                            • Figure 98: cutlery ownership, by household income, April 2014
                                                                                            • Figure 99: Bakeware ownership, by household size, April 2014
                                                                                            • Figure 100: cutlery ownership, by household size, April 2014
                                                                                            • Figure 101: Bakeware ownership, by presence of children in household, April 2014
                                                                                            • Figure 102: cutlery ownership, by presence of children in household, April 2014
                                                                                          • Cookware retailers
                                                                                            • Figure 103: Retail locations where cookware/bakeware is purchased, by gender, April 2014
                                                                                            • Figure 104: Retail locations where cookware/bakeware is purchased, by presence of children in household, April 2014
                                                                                          • Cookware attributes
                                                                                            • Figure 105: Top cookware/bakeware attributes, by gender, April 2014
                                                                                            • Figure 106: Top cookware/bakeware attributes, by household income, April 2014
                                                                                            • Figure 107: Top cookware/bakeware attributes, by cooking custom groups, April 2014
                                                                                            • Figure 108: Top cookware/bakeware attributes, by presence of children in household, April 2014
                                                                                          • Attitudes concerning cookware
                                                                                            • Figure 109: Attitudes concerning cooking and cookware, April 2014
                                                                                            • Figure 110: Attitudes concerning cooking and cookware, any agree by household income, April 2014
                                                                                            • Figure 111: Attitudes concerning cooking and cookware, any agree by cooking custom groups, April 2014
                                                                                            • Figure 112: Attitudes concerning cooking and cookware, any agree by household size, April 2014
                                                                                            • Figure 113: Attitudes concerning cooking and cookware, any agree by presence of children in household, April 2014
                                                                                          • Race and Hispanic origin
                                                                                            • Figure 114: Cooking skill level, by race/Hispanic origin, April 2014
                                                                                          • Custom consumer groups
                                                                                            • Figure 115: Cooking custom groups, by demographic, April 2014
                                                                                            • Figure 116: Cooking custom groups, by gender, April 2014
                                                                                            • Figure 117: Cooking custom groups, by age, April 2014
                                                                                            • Figure 118: Cooking custom groups, by household income, April 2014
                                                                                            • Figure 119: Cooking custom groups, by race/Hispanic origin, April 2014
                                                                                            • Figure 120: Cooking custom groups, by household size, April 2014
                                                                                            • Figure 121: Cooking custom groups, by presence of children in household, April 2014
                                                                                        • Appendix – Trade Associations

                                                                                          Companies Covered

                                                                                          • All-Clad Metalcrafters, LLC.
                                                                                          • Conair Corporation
                                                                                          • Cookware Manufacturers Association
                                                                                          • Groupe SEB
                                                                                          • International Housewares Association
                                                                                          • Le Creuset Of America Inc
                                                                                          • Newell Rubbermaid Inc.
                                                                                          • Walmart Stores (USA)

                                                                                          Cookware - US - July 2014

                                                                                          £3,199.84 (Excl.Tax)