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Cookware - US - June 2016

"The cookware market continues to experience slow growth, benefiting from continued consumer interest in cooking or baking at-home and a variety of innovative cookware features that simplify cooking and cleanup."

- Rebecca Cullen, Consumer Research Analyst

This report looks at the following areas:

  • Cookware market maintains growth
  • Household penetration high, presents market growth challenges
  • Functional and convenience features key purchase factors

The cookware market is expected to maintain stable growth, facilitated by the growing popularity of cooking subscription services and a newfound enjoyment of cooking. Growth in US demographics, including Millennials and Hispanics, who are engaged in the category, will also help sustain future gains.

For the purposes of this Report, Mintel defines the US cookware category as follows:

  • 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
  • Omelet/pancake pans
  • Pasta pans
  • Vegetable steamers
  • Other niche products.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Cookware market maintains growth
            • Figure 1: Total US retail sales of cookware, bakeware, and cutlery, by segment, at current prices, 2011-16
          • Household penetration high, presents market growth challenges
            • Figure 2: Cookware, bakeware, cutlery ownership, April 2016
          • Functional and convenience features key purchase factors
            • Figure 3: Purchase factors for cookware, bakeware, and cutlery, April 2016
          • The opportunities
            • Expand claims beyond convenience and functionality features
              • Figure 4: Select purchase factors and attitudes for cookware, bakeware, and cutlery, April 2016
            • Focus on adults aged 25-44, parents, Hispanics
              • Figure 5: Select attitudes toward cookware, by age, parental status, and Hispanic origin, April 2016
            • Enhance the in-store experience
              • Figure 6: Purchase behaviors, April 2016
            • What it means
            • The Market – What You Need to Know

              • Cookware maintains steady growth
                • Cooking and baking subscription services benefit category
                  • US population growth, improving economy to boost market
                  • Market Size and Forecast

                    • Cookware maintains steady overall growth
                      • Figure 7: Total US sales and fan chart forecast of cookware, bakeware, and cutlery, at current prices, 2011-21
                      • Figure 8: Total US sales and forecast of cookware, bakeware, and cutlery, at current prices, 2011-21
                  • Market Breakdown

                    • Non-stick, other cookware experience strongest growth
                      • Figure 9: Share of US retail sales of cookware, bakeware, and cutlery, by segment, 2016
                      • Figure 10: Total US retail sales of cookware, bakeware, and cutlery, by segment, at current prices, 2011-16
                    • Most sales stem from supercenters, warehouse clubs, specialty stores
                      • Figure 11: Total US retail sales of cookware, bakeware, and cutlery, by channel, at current prices, 2011-16
                  • Market Perspective

                    • Cooking and baking subscription services benefit the category
                      • More snacking may impact market
                      • Market Factors

                        • Consumer confidence slips, yet still positive signs for cookware market
                          • Figure 12: Consumer Sentiment Index, January 2007-April 2016
                        • Population growing, yet older adults may hinder market growth
                          • Figure 13: US population, by age, 2010, 2015, and 2020
                        • Increase in adults living independently
                          • Figure 14: Share of households by number of persons per household, 1960-2013
                      • Key Players – What You Need to Know

                        • Cookware design stands out, cooking enthusiasm benefits market
                          • Anodized aluminum cookware, cutlery struggle
                            • Chemical-free cookware, in-store enhancements to see growth
                              • Getting kids involved in the kitchen
                              • What’s Cooking?

                                • Beyond function, color and design add to kitchen décor
                                  • Oven-to-table could benefit market
                                    • At-home cooking aids healthy living
                                      • In their words
                                        • Social media and TV shows influence cooking movement trend
                                          • In their words
                                          • What’s Burning?

                                            • Aluminum cookware struggles to compete
                                              • Figure 15: Total US retail sales and forecast of anodized aluminum cookware, at inflation-adjusted prices, 2011-21
                                            • Offering open stock and customizable sets may boost cutlery segment
                                              • Figure 16: Total US retail sales of cutlery, at inflation-adjusted prices, 2012-21
                                            • Department stores, other retail channels losing share
                                              • Figure 17: Total US retail sales of cookware, by channel, at current prices, 2014 and 2016
                                          • What’s Getting Prepped?

                                            • Safer cookware
                                              • Enhancing in-store, omnichannel retailing
                                                • Mini Chefs: Kids can cook too!
                                                • The Consumer – What You Need to Know

                                                  • Nearly universal household penetration of cookware
                                                    • 94% of adults own bakeware
                                                      • Age and income influence cutlery ownership
                                                        • Healthy living, cooking enthusiasm influence at-home baking/cooking
                                                          • Consumers looking for trial opportunities from in-store experience
                                                            • Functional, convenience factors most important when purchasing
                                                              • Skill improvement, design present opportunities to boost market
                                                              • Cookware Ownership

                                                                  • 98% of households own cookware
                                                                    • Figure 18: Cookware ownership, April 2016
                                                                  • Ownership skews toward older adults
                                                                    • Figure 19: Cookware ownership, by age, April 2016
                                                                  • Ethnic cookware facilitates needs of multicultural adults
                                                                    • Figure 20: Cookware ownership, by race and Hispanic origin, April 2016
                                                                • Bakeware Ownership

                                                                    • High household penetration of bakeware
                                                                      • Figure 21: Bakeware ownership, April 2016
                                                                    • Bakeware ownership skews toward females 35+
                                                                      • Figure 22: Bakeware ownership, by gender and age, April 2016
                                                                    • Hispanic consumers less engaged in bakeware market
                                                                      • Figure 23: Bakeware ownership, by Hispanic origin, April 2016
                                                                  • Cutlery Ownership

                                                                      • 95% of households own cutlery
                                                                        • Figure 24: Cutlery ownership, April 2016
                                                                      • Younger consumers stick to basics, older consumers own a range
                                                                        • Figure 25: Cutlery ownership, by age, April 2016
                                                                      • Household income impacts cutlery ownership
                                                                        • Figure 26: Cutlery ownership, by household income, April 2016
                                                                    • Cooking and Baking Frequency

                                                                        • Healthy living, cooking enthusiasm impact cooking, baking frequency
                                                                          • Figure 27: Baking and cooking frequency, April 2016
                                                                        • In their words
                                                                          • Younger consumers, parents spending more time cooking and baking
                                                                            • Figure 28: Baking and cooking more than a year ago, by age and parental status, April 2016
                                                                          • In their words
                                                                            • Hispanics more likely to report increase of cooking and baking
                                                                              • Figure 29: Baking and cooking more than a year ago, by Hispanic origin, April 2016
                                                                          • Purchase Behaviors

                                                                              • In-store experience important, most stick to buying essentials
                                                                                • Figure 30: Purchase behaviors, April 2016
                                                                              • In their words
                                                                                • Younger adults, parents conduct extensive research, willing to spend
                                                                                  • Figure 31: Select purchase behaviors, by age and parental status, April 2016
                                                                                • In their words
                                                                                  • Selection, product trial opportunities appeal to Hispanic consumers
                                                                                    • Figure 32: Select purchase behaviors, by Hispanic origin and race, April 2016
                                                                                • Purchase Factors

                                                                                    • Functionality and quality weigh on category shoppers
                                                                                      • Figure 33: Purchase factors, any ownership, April 2016
                                                                                      • Figure 34: Correspondence analysis – Purchase factors, April 2016
                                                                                    • Methodology
                                                                                      • Figure 35: Purchase factors, April 2016
                                                                                    • Factors considered for cookware: Function and design most influential
                                                                                      • Figure 36: Select cookware purchase factors, by age, April 2016
                                                                                      • Figure 37: Select cookware purchase factors, by race and Hispanic origin, April 2016
                                                                                    • Factors considered for bakeware: Convenience most important
                                                                                      • In their words
                                                                                        • Figure 38: Select bakeware purchase factors, by age, April 2016
                                                                                        • Figure 39: Select bakeware purchase factors, by race and Hispanic origin, April 2016
                                                                                      • Factors considered for cutlery: Weight, trusted professionals
                                                                                        • Figure 40: Select cutlery purchase factors, by age, April 2016
                                                                                        • Figure 41: Select cutlery purchase factors, by race and Hispanic origin, April 2016
                                                                                    • Attitudes Toward Cookware, Bakeware, and Cutlery

                                                                                        • Space a barrier, strong interest in improving skills and creativity
                                                                                          • Figure 42: Attitudes toward cookware, bakeware, and cutlery, April 2016
                                                                                        • Skill improvement, design features appeal to parents, young consumers
                                                                                          • Figure 43: Select attitudes, by age and parental status, April 2016
                                                                                        • Hispanics interested in design, Asians concerned about chemicals
                                                                                          • Figure 44: Select attitudes, by race and Hispanic origin, April 2016
                                                                                      • Appendix: Data Sources and Abbreviations

                                                                                        • Data sources
                                                                                          • Sales data
                                                                                            • Fan chart forecast
                                                                                              • Consumer survey data
                                                                                                • Consumer qualitative research
                                                                                                  • Abbreviations and terms
                                                                                                    • Abbreviations
                                                                                                    • Appendix: Market

                                                                                                        • Figure 45: Total US retail sales and forecast of cookware, bakeware, and cutlery, at inflation-adjusted prices, 2011-21

                                                                                                    Companies Covered

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                                                                                                    Cookware - US - June 2016

                                                                                                    £3,277.28 (Excl.Tax)