Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Cookware - US - September 2009

Estimated at $3.0 billion in 2009, the cookware, bakeware and cutlery market has seen sales fall in 2008-2009. Plummeting housing sales and falling consumer confidence have led Americans to cut back on new kitchen products, especially high-end purchases. However, economizing Americans have also been increasing at-home cooking, which counters the downturn, and opened opportunities for suppliers and retailers to reach out to new consumers. This report examines overall sales data and trends for the market as a whole, for its four major retail segments and through major retail channels. It analyzes how the market has been shaped by the downturn, changes in consumer behavior, green trends, consumer concerns about the safety of non-stick cooking surfaces, the proliferation of celebrity chefs and broader demographic changes. It profiles major suppliers, focusing on overall branding strategies as well as new product introductions and innovations. It examines changes in the retail market, including analysis of how mass merchandisers, department stores and other retailers have been adjusting to the downturn. It provides insight into areas of future growth.

Research embraces the specific type of products purchased, brands purchased and retailer preferences, as well as exploring consumer attitudes and behaviors, including:

  • Which groups have been acquiring the most cookware/bakeware/cutlery in the past two years?
  • What types of products, brands and retailers are favored by different consumer groups?
  • What products are most often first time purchases, replacements or gifts?
  • How has the downturn affected the consumer behavior of different groups in terms of cooking and eating at home? Which groups are most likely to report eating at home?
  • Which consumer groups are most likely to be cooking from scratch, and which are seeking the quickest, easiest at-home meal preparation?
  • What types of cooking—baking, grilling, stove-top cooking, frying, etc.—are different consumer groups doing more of?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

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

                      • Downturn follows strong growth from 2004-06
                        • Recession leads consumers to cut back… and also to cook more
                          • Key segment trends
                            • Aluminum
                              • Stainless steel
                                • Kitchen cutlery
                                  • POI/copper/cast iron
                                    • Bakeware
                                      • Retail trends
                                        • Mass merchandisers
                                          • Alternative retailers
                                            • Department stores
                                              • “Other” channels
                                                • Central drivers
                                                  • Home sales, renovations and kitchen remodeling—much tempered with the downturn
                                                    • Shows, green living and concerns with PFOA shape consumer interest/drive innovation
                                                      • Ethnic cooking, Hispanics, marriages and Echo Boomers to shape future sales
                                                        • Fragmented supply structure
                                                          • Brand qualities vary along price point, impact of celebrity-chef lines
                                                            • Marketing relies heavily on retailer participation
                                                              • Green, licensing and sets for kids, gifts and specific meals drive innovation
                                                                • Consumer research findings
                                                                  • Acquisition and source of cookware, bakeware and cutlery
                                                                    • The cookware customer
                                                                      • The bakeware customer
                                                                        • The cutlery customer
                                                                          • Widespread changes to eating seen with downturn
                                                                            • Customers using range of appliances and cooking methods more
                                                                              • Non-whites acquire more cookware and cook at home more
                                                                                • Moms and dads buy more, eat at home more, bake and grill more
                                                                                • Insights and Opportunities

                                                                                  • Outreach to younger consumers: education, sets and green marketing
                                                                                    • Even men aged 18-35 warrant focus, potentially with bachelor sets
                                                                                      • 18-35-year-olds favor easy cooking methods and this should be accommodated
                                                                                        • Key opportunity to offer ways to expand cooking experience and knowledge
                                                                                          • Green living and slow food may be key to building market for some younger consumers
                                                                                            • Outreach to moms and dads
                                                                                              • Outreach to parents with emphasis on non-PFOA products and safety
                                                                                                • Temperature gauges on non-stick pans could be promoted as key safety feature
                                                                                                  • Outreach to non-traditional families and gay male couples
                                                                                                    • Outreach to Boomers in 40s-50s with healthy living tie-ins and higher end sets
                                                                                                      • Outreach to consumers aged 65+ with single-serve products and ergonomic sets
                                                                                                      • Inspire Insights

                                                                                                          • Trend: Food2
                                                                                                            • Overview
                                                                                                              • Food2 and Gen Y
                                                                                                                • Implications
                                                                                                                  • Trend: Faster, Hotter
                                                                                                                    • Overview
                                                                                                                      • Fast Food
                                                                                                                        • Implications
                                                                                                                        • Market Size and Forecast

                                                                                                                          • Key points
                                                                                                                            • Recession has dampened sales in 2007-09
                                                                                                                              • Increase cooking at home offers countervailing force to downturn
                                                                                                                                • Market should stabilize, with Echo Boomers and Hispanics key to growth through 2014
                                                                                                                                  • Figure 1: Total U.S. retail sales of cookware, bakeware and kitchen cutlery, at current prices, 2004-14
                                                                                                                                  • Figure 2: Total U.S. retail sales of cookware, bakeware and kitchen cutlery, at inflation-adjusted prices, 2004-14
                                                                                                                              • Competitive Context

                                                                                                                                • Key points
                                                                                                                                  • Consumer confidence falls in 2008 and remains weak in 2009
                                                                                                                                    • Figure 3: University of Michigan’s index of consumer sentiment (ICS), 2001-08
                                                                                                                                    • Figure 4: University of Michigan’s index of consumer sentiment (ICS), January-July 2009
                                                                                                                                  • Return to strong confidence and spending may take years
                                                                                                                                    • Vast majority of consumers report economizing in the home to save money
                                                                                                                                      • Figure 5: Changes or plans to change spending to save money, by gender, presence of children, and race/Hispanic origin, March 2009
                                                                                                                                    • Consumers hold off on replacements and upgrades
                                                                                                                                      • Figure 6: Changes in products for the home purchases and plans, March 2009
                                                                                                                                    • Restaurants report slumping sales
                                                                                                                                      • Figure 7: Restaurant Performance Index, current situation, and expectations, May 2007-May 2009
                                                                                                                                    • Six in 10 consumers report eating at home more
                                                                                                                                      • Figure 8: Changes in eating out or cooking habits in past year, July 2009
                                                                                                                                    • Assembling dishes and cooking from scratch most popular with those cooking more at home
                                                                                                                                    • Segment Performance

                                                                                                                                      • Key points
                                                                                                                                        • Bakeware and cast iron/POI/copper strong performers 2006-2008
                                                                                                                                            • Figure 9: Sales of cookware and kitchen cutlery, segmented by type, 2006 and 2008
                                                                                                                                        • Segment Performance—Aluminum Cookware

                                                                                                                                          • Key points
                                                                                                                                            • After exceptional 2005 growth, modest sales and a decline in 2008
                                                                                                                                              • Segment shaped by innovations in PFOA-free non-stick surfaces
                                                                                                                                                • Retail sales of aluminum cookware
                                                                                                                                                  • Figure 10: Retail sales of aluminum cookware, at current prices, 2004-14
                                                                                                                                              • Segment Performance—Stainless Steel Cookware

                                                                                                                                                • Key points
                                                                                                                                                  • Retail sales of aluminum cookware
                                                                                                                                                    • Figure 11: Retail sales of stainless steel cookware, at current prices, 2004-14
                                                                                                                                                • Segment Performance—Kitchen cutlery

                                                                                                                                                  • Key points
                                                                                                                                                    • Retail sales of kitchen cutlery
                                                                                                                                                      • Figure 12: Retail sales of kitchen cutlery, at current prices, 2004-14
                                                                                                                                                  • Segment Performance—Cast Iron, POI and Copper Cookware

                                                                                                                                                    • Key points
                                                                                                                                                      • Retail sales of cast iron, POI and copper cookware
                                                                                                                                                        • Figure 13: Retail sales of cast iron, POI, and copper cookware, at current prices, 2004-14
                                                                                                                                                    • Segment Performance—Bakeware

                                                                                                                                                      • Key points
                                                                                                                                                        • Retail sales of bakeware
                                                                                                                                                          • Figure 14: Retail sales of bakeware, at current prices, 2004-14
                                                                                                                                                      • Retail Distribution

                                                                                                                                                        • Key points
                                                                                                                                                          • Mass merchandisers expand dominant role
                                                                                                                                                              • Figure 15: Retail sales of cookware and kitchen cutlery, by channel, 2007-09
                                                                                                                                                            • Consumer research confirms Walmart’s dominant role
                                                                                                                                                                • Figure 16: Type of retailer from which cookware, bakeware or cutlery purchased, July 2009
                                                                                                                                                            • Retail Channels—Mass Merchandisers

                                                                                                                                                              • Key points
                                                                                                                                                                • Mass merchandiser sales of cookware
                                                                                                                                                                  • Figure 17: U.S. mass merchandiser sales of cookware and kitchen cutlery, 2004-09
                                                                                                                                                              • Retail Channels—Alternative (Specialty, Gourmet) Retailers

                                                                                                                                                                • Key points
                                                                                                                                                                  • Alternative channel sales of cookware
                                                                                                                                                                    • Figure 18: U.S. alternative channel sales of cookware, 2004-09
                                                                                                                                                                • Retail Channels—Department Stores

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Department store sales of cookware
                                                                                                                                                                      • Figure 19: U.S. department store channel sales of cookware, 2004-09
                                                                                                                                                                  • Retail Channels—Other Channels

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Other channel sales of cookware
                                                                                                                                                                        • Figure 20: U.S. “other channel” sales of cookware, 2004-09
                                                                                                                                                                    • Market Drivers

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Collapse of housing market dampens demand for new cookware
                                                                                                                                                                          • Figure 21: Sales of new and existing homes, 2003-08
                                                                                                                                                                        • Small upswing in housing sales seen mid-2009
                                                                                                                                                                          • Figure 22: Sales of new and existing homes, January-July 2009
                                                                                                                                                                        • Overall reductions in remodeling/redecorating also drive down demand for cookware
                                                                                                                                                                          • Figure 23: Changes in home redecorating and remodelling plans, March 2009
                                                                                                                                                                        • Cooking shows showcase new products and have led to proliferation of celebrity chef brands
                                                                                                                                                                          • Watching cooking shows may not translate into active cooking and many consumers show limited brand awareness
                                                                                                                                                                            • Widespread concern with environment in general and exposure to chemicals in particular
                                                                                                                                                                              • Key consumer attitudes related to the environment and chemical exposure
                                                                                                                                                                                • Figure 24: Belief that shopping habits make a difference in the world, and other attitudes, October 2008
                                                                                                                                                                              • PFOA widely perceived as a significant threat to health and safety
                                                                                                                                                                                • Quest for non-PFOA products spurs product innovation
                                                                                                                                                                                  • Interest in ethnic cooking and young, dynamic, growing Hispanic population
                                                                                                                                                                                    • Figure 25: Retail sales of “ethnic” cooking products, at current prices, 2004-09
                                                                                                                                                                                    • Figure 26: Dollar share of ethnic cooking products and appliances market by cooking style, 2008
                                                                                                                                                                                  • Cookware suppliers reach out to Hispanic market
                                                                                                                                                                                    • Population growth will make Hispanics important to growth through 2014 and beyond
                                                                                                                                                                                      • Figure 27: Hispanic share of the population, by age, 2004-14
                                                                                                                                                                                    • Hispanics also have larger families, further driving cookware needs
                                                                                                                                                                                      • Figure 28: Household size, by race and Hispanic origin of householder, 2009
                                                                                                                                                                                    • Wedding is key moment for acquisition of cookware
                                                                                                                                                                                    • Leading Companies

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Consumer research shows diversity of market and widespread lack of brand awareness
                                                                                                                                                                                            • Figure 29: Cookware manufacturers bought from in past two years, by segment, 2009
                                                                                                                                                                                        • Brand Qualities

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Celebrity chef-branded lines benefit from high visibility, consumer identity with celebrity chefs
                                                                                                                                                                                              • High-end manufacturers
                                                                                                                                                                                                • Chantal associated with “German engineering” and healthy enamel products
                                                                                                                                                                                                  • Zwilling J.A. Henckels’ Demeyere celebrates 100 years in high-end stainless steel cookware
                                                                                                                                                                                                    • Emile Henry associated with French cuisine and Provençal design
                                                                                                                                                                                                      • Fissler offers 160 years in market and high-end, German-made steel products
                                                                                                                                                                                                        • Le Creuset of America associated with French cuisine and bold colors
                                                                                                                                                                                                          • French SEB Group touts the high-end American made All-Clad Brand
                                                                                                                                                                                                            • Major U.S. manufacturers
                                                                                                                                                                                                              • World Kitchen, LLC
                                                                                                                                                                                                                • Gibson makes “value” the centerpiece of branding, benefits from Sunbeam and Oster brand recognition
                                                                                                                                                                                                                  • Lifetime Brands touts lines ranging from European gourmet to affordable basics
                                                                                                                                                                                                                    • M.E. Heuck offers contrasting brand images for Hamilton Beach and Proctor Silex
                                                                                                                                                                                                                      • Meyer offers variety of brands to carve out major share of mainstream market
                                                                                                                                                                                                                        • Regal Ware brands focus on identity as American made products
                                                                                                                                                                                                                          • Newell Rubbermaid’s Calphalon offers quality, reliability and value
                                                                                                                                                                                                                            • Other and smaller suppliers
                                                                                                                                                                                                                              • Americraft touts heirloom-quality products that also are innovative and healthy
                                                                                                                                                                                                                                • IMUSA promotes itself as “authentic” Hispanic cookware company
                                                                                                                                                                                                                                  • Lodge Manufacturing promotes All-American image
                                                                                                                                                                                                                                    • Mastrad offers unique, colorful products with modern materials
                                                                                                                                                                                                                                      • Robinson Home Products benefits from brand association with renowned Culinary Institute
                                                                                                                                                                                                                                        • Nordic Ware
                                                                                                                                                                                                                                          • Swiss Diamond
                                                                                                                                                                                                                                            • Tramontina
                                                                                                                                                                                                                                              • TTU
                                                                                                                                                                                                                                                • Wilton
                                                                                                                                                                                                                                                • Innovation and Innovators

                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                    • Eco-friendly innovations and greening brand identity
                                                                                                                                                                                                                                                      • New products for outdoor cooking and grilling
                                                                                                                                                                                                                                                        • Innovative themed sets and gift sets
                                                                                                                                                                                                                                                          • Down-sized products and single-serving cookware
                                                                                                                                                                                                                                                            • Focus Kitchen/Chicago Metallic with innovative baking and roasting products
                                                                                                                                                                                                                                                              • Gibson and M.E. Heuck with licensing agreements from established houseware and small appliance brands
                                                                                                                                                                                                                                                                • Cooking sets for kids and fun, licensed baking sets with an appeal to moms
                                                                                                                                                                                                                                                                  • Innovation concepts
                                                                                                                                                                                                                                                                    • Cookware labeling
                                                                                                                                                                                                                                                                      • Cookware-to-tableware-to-lunchbox?
                                                                                                                                                                                                                                                                      • Advertising and Promotion

                                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                                          • Overall advertising and marketing outreach
                                                                                                                                                                                                                                                                            • TV ad showcases new product offerings and refines brand identity
                                                                                                                                                                                                                                                                              • Figure 30: CorningWare TV ad, 2009
                                                                                                                                                                                                                                                                            • Infomercial allows for extensive product demonstrations
                                                                                                                                                                                                                                                                              • Figure 31: StoneDine TV ad, 2009
                                                                                                                                                                                                                                                                          • Cookware, Bakeware, Cutlery: Acquisition and Source

                                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                                              • Purchase and receipt of cookware, bakeware or cutlery
                                                                                                                                                                                                                                                                                • Figure 32: Purchase or receipt of cookware, bakeware or cutlery in last two years, by gender, July 2009
                                                                                                                                                                                                                                                                              • Younger consumers actively acquiring more cookware, bakeware, cutlery
                                                                                                                                                                                                                                                                                  • Figure 33: Purchase or receipt of cookware, bakeware or cutlery in last two years, by age, July 2009
                                                                                                                                                                                                                                                                                • Those “living with partner” show highest acquisition levels
                                                                                                                                                                                                                                                                                  • Figure 34: Purchase or receipt of cookware, bakeware or cutlery in last two years, by marital status, July 2009
                                                                                                                                                                                                                                                                                • Acquisition tends to increase with household size
                                                                                                                                                                                                                                                                                  • Figure 35: Purchase or receipt of cookware, bakeware or cutlery in last two years, by number of people in household, July 2009
                                                                                                                                                                                                                                                                                • Source of cookware, bakeware and cutlery—by type of retailer
                                                                                                                                                                                                                                                                                    • Figure 36: Type of retailer from which cookware, bakeware or cutlery purchased, July 2009
                                                                                                                                                                                                                                                                                • The Cookware Consumer

                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                    • Cookware acquisition—type of cookware
                                                                                                                                                                                                                                                                                        • Figure 37: Cookware purchase, type of product acquired, by occasion of purchase, July 2009
                                                                                                                                                                                                                                                                                      • Choice of retailer for cookware
                                                                                                                                                                                                                                                                                        • Younger buyers favor Walmart and turn to greatest range of retailers
                                                                                                                                                                                                                                                                                            • Figure 38: Type of retailer from which cookware was purchased, by age, July 2009
                                                                                                                                                                                                                                                                                          • Lower-income consumers favor Walmart; upper-income, department and specialty stores
                                                                                                                                                                                                                                                                                              • Figure 39: Type of retailer from which cookware was purchased, by household income, July 2009
                                                                                                                                                                                                                                                                                          • The Bakeware Consumer

                                                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                                                              • Bakeware acquisition—type of bakeware
                                                                                                                                                                                                                                                                                                  • Figure 40: Bakeware purchase, type of product acquired, by occasion of purchase, July 2009
                                                                                                                                                                                                                                                                                                • Choice of retailer for bakeware
                                                                                                                                                                                                                                                                                                  • Consumers under 45 use range of retailers for bakeware
                                                                                                                                                                                                                                                                                                      • Figure 41: Type of retailer from which bakeware was purchased, by age, July 2009
                                                                                                                                                                                                                                                                                                    • Supermarkets popular for bakeware with consumers at all income levels
                                                                                                                                                                                                                                                                                                        • Figure 42: Type of retailer from which bakeware was purchased, by household income, July 2009
                                                                                                                                                                                                                                                                                                    • The Cutlery Consumer

                                                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                                                        • Cutlery acquisition—type of cutlery
                                                                                                                                                                                                                                                                                                            • Figure 43: Cutlery purchase, type of product acquired, by occasion of purchase, July 2009
                                                                                                                                                                                                                                                                                                          • Choice of retailer for cutlery
                                                                                                                                                                                                                                                                                                            • Income strong determinant of where consumers seek cutlery
                                                                                                                                                                                                                                                                                                                • Figure 44: Type of retailer from which cutlery was purchased, by household income, July 2009
                                                                                                                                                                                                                                                                                                            • Impact of the Recession on Eating Out and Cooking Habits

                                                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                                                • Incidence and reason for eating at home more
                                                                                                                                                                                                                                                                                                                  • Cooking from scratch vs. heat/eat or take out
                                                                                                                                                                                                                                                                                                                    • Those eating in using a range of cooking methods
                                                                                                                                                                                                                                                                                                                      • More than half of respondents report eating in more often
                                                                                                                                                                                                                                                                                                                        • Figure 45: Changes in eating out or cooking habits in past year, by gender, July 2009
                                                                                                                                                                                                                                                                                                                      • 18-54-year-olds show substantial cut-backs in eating out
                                                                                                                                                                                                                                                                                                                        • Figure 46: Changes in eating out or cooking habits in past year, by age, July 2009
                                                                                                                                                                                                                                                                                                                      • Changes in cooking patterns
                                                                                                                                                                                                                                                                                                                        • Figure 47: Changes in cooking patterns for those eating in/at home more, by gender, July 2009
                                                                                                                                                                                                                                                                                                                      • Younger consumers more likely to seek quick, easy at-home cooking solutions
                                                                                                                                                                                                                                                                                                                        • Figure 48: Changes in cooking patterns for those eating in/at home more, by age, July 2009
                                                                                                                                                                                                                                                                                                                      • Upper-income households cooking from scratch more—and having more heat-up and take out meals
                                                                                                                                                                                                                                                                                                                        • Figure 49: Changes in cooking patterns for those eating in/at home more, by household income, July 2009
                                                                                                                                                                                                                                                                                                                      • Changes in appliance use
                                                                                                                                                                                                                                                                                                                        • Figure 50: Changes in appliance use for those eating in/at home more, by gender, July 2009
                                                                                                                                                                                                                                                                                                                      • 18-35-year-olds show strong increase in grilling, baking and frying
                                                                                                                                                                                                                                                                                                                        • Figure 51: Changes in appliance use for those eating in/at home more, by age, July 2009
                                                                                                                                                                                                                                                                                                                      • Upper-income households grilling and broiling at above-average levels
                                                                                                                                                                                                                                                                                                                        • Figure 52: Changes in appliance use for those eating in/at home more, by household income, July 2009
                                                                                                                                                                                                                                                                                                                    • Impact of Race/Hispanic Origin

                                                                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                                                                        • Acquisition of cookware, bakeware or cutlery higher for non-white ethnic groups
                                                                                                                                                                                                                                                                                                                          • Figure 53: Purchase or receipt of cookware, bakeware or cutlery in last two years, by race/Hispanic origin, July 2009
                                                                                                                                                                                                                                                                                                                        • Non-white ethnic groups more likely than whites to change cooking habits
                                                                                                                                                                                                                                                                                                                          • Figure 54: Changes in eating out or cooking habits in past year, by race/Hispanic origin, July 2009
                                                                                                                                                                                                                                                                                                                        • Hispanics and “other” race most likely to cook more from scratch
                                                                                                                                                                                                                                                                                                                          • Figure 55: Changes in cooking patterns for those eating in/at home more, by race/Hispanic origin, July 2009
                                                                                                                                                                                                                                                                                                                        • Changes in appliance use
                                                                                                                                                                                                                                                                                                                          • Figure 56: Changes in appliance use for those eating in/at home more, by race/Hispanic origin, July 2009
                                                                                                                                                                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                                                                                                                                                                          • Dabblers
                                                                                                                                                                                                                                                                                                                            • Replacers
                                                                                                                                                                                                                                                                                                                              • First-timers
                                                                                                                                                                                                                                                                                                                                • Cluster characteristics
                                                                                                                                                                                                                                                                                                                                  • Figure 57: Cookware clusters, July 2009
                                                                                                                                                                                                                                                                                                                                  • Figure 58: Purchase or receipt of cookware, bakeware or cutlery in last two years, by cookware clusters, July 2009
                                                                                                                                                                                                                                                                                                                                  • Figure 59: Mean number of cookware items acquired, by occasion of purchase, by cookware clusters, July 2009
                                                                                                                                                                                                                                                                                                                                  • Figure 60: Cookware acquisition, type of product, by cookware clusters, July 2009
                                                                                                                                                                                                                                                                                                                                  • Figure 61: Bakeware acquisition, type of product, by cookware clusters, July 2009
                                                                                                                                                                                                                                                                                                                                  • Figure 62: Cutlery acquisition, type of product, by cookware clusters, July 2009
                                                                                                                                                                                                                                                                                                                                  • Figure 63: Type of retailer from which cookware, bakeware, or cutlery was purchased, by cookware clusters, July 2009
                                                                                                                                                                                                                                                                                                                                • Cluster demographics
                                                                                                                                                                                                                                                                                                                                  • Figure 64: Cookware clusters, by gender, July 2009
                                                                                                                                                                                                                                                                                                                                  • Figure 65: Cookware clusters, by age, July 2009
                                                                                                                                                                                                                                                                                                                                  • Figure 66: Cookware clusters, by household income, July 2009
                                                                                                                                                                                                                                                                                                                                  • Figure 67: Cookware clusters, by race, July 2009
                                                                                                                                                                                                                                                                                                                                  • Figure 68: Cookware clusters, by Hispanic origin, July 2009
                                                                                                                                                                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                                                                                                                                                                • Custom Consumer Groups

                                                                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                                                                    • Men aged 18-35 may warrant outreach with “bachelor sets”
                                                                                                                                                                                                                                                                                                                                        • Figure 69: Purchase or receipt of cookware, bakeware or cutlery in last two years, by gender and age, July 2009
                                                                                                                                                                                                                                                                                                                                      • Females aged 18-54 show strongest tendency to eat at home more often
                                                                                                                                                                                                                                                                                                                                          • Figure 70: Changes in eating out or cooking habits in past year, by gender and age, July 2009
                                                                                                                                                                                                                                                                                                                                        • Kids in household propels acquisition; moms warrant bakeware focus
                                                                                                                                                                                                                                                                                                                                            • Figure 71: Purchase or receipt of cookware, bakeware or cutlery in last two years, by gender and presence of children in household, July 2009
                                                                                                                                                                                                                                                                                                                                          • Parents show greatest changes in cooking habits, men without children the fewest
                                                                                                                                                                                                                                                                                                                                              • Figure 72: Changes in eating out or cooking habits in past year, by gender and presence of children in the household, July 2009
                                                                                                                                                                                                                                                                                                                                            • Moms are using stove top more, Dads grilling… and also baking
                                                                                                                                                                                                                                                                                                                                                • Figure 73: Changes in appliance use for those eating in/at home more, by gender and presence of children in the household, July 2009
                                                                                                                                                                                                                                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                                                                              • Source of cookware, bakeware and cutlery
                                                                                                                                                                                                                                                                                                                                                • For cookware, men turn to a greater variety of retailers than women
                                                                                                                                                                                                                                                                                                                                                  • Figure 74: Type of retailer from which cookware was purchased, by gender, July 2009
                                                                                                                                                                                                                                                                                                                                                • For bakeware, men more likely than women to turn to supermarkets and dollar stores
                                                                                                                                                                                                                                                                                                                                                  • Figure 75: Type of retailer from which bakeware was purchased, by gender, July 2009
                                                                                                                                                                                                                                                                                                                                                • Gender differences in retail choice extend to cutlery
                                                                                                                                                                                                                                                                                                                                                  • Figure 76: Type of retailer from which cutlery was purchased, by gender, July 2009
                                                                                                                                                                                                                                                                                                                                                • Those under 45 use wider range of retailers for cutlery purchase
                                                                                                                                                                                                                                                                                                                                                  • Figure 77: Type of retailer from which cutlery was purchased, by age, July 2009
                                                                                                                                                                                                                                                                                                                                                • Brand purchases
                                                                                                                                                                                                                                                                                                                                                  • 18-34-year-olds purchase greatest range of cookware/bakeware brands
                                                                                                                                                                                                                                                                                                                                                      • Figure 78: Brand of cookware/bakeware purchased in last 12 months, by age, July 2009
                                                                                                                                                                                                                                                                                                                                                    • 18-44-year-olds purchase widest range of cutlery brands
                                                                                                                                                                                                                                                                                                                                                        • Figure 79: Brand of cutlery purchased in last 12 months, July 2009
                                                                                                                                                                                                                                                                                                                                                      • Three or more member households doing more grilling and frying
                                                                                                                                                                                                                                                                                                                                                          • Figure 80: Changes in appliance use for those eating in/at home more, by number of people in household, July 2009
                                                                                                                                                                                                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                                                                                                                                        • Co-operative Group
                                                                                                                                                                                                                                                                                                                                                        • Columbian Home Products
                                                                                                                                                                                                                                                                                                                                                        • Cookware Manufacturers Association
                                                                                                                                                                                                                                                                                                                                                        • Crate & Barrel
                                                                                                                                                                                                                                                                                                                                                        • Culinary Institute of America (CIA)
                                                                                                                                                                                                                                                                                                                                                        • Edgecraft Corporation
                                                                                                                                                                                                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                                                                                                                                                                                                        • Greenfield Online
                                                                                                                                                                                                                                                                                                                                                        • Hamilton Beach/Proctor-Silex, Inc.
                                                                                                                                                                                                                                                                                                                                                        • Home Depot (USA)
                                                                                                                                                                                                                                                                                                                                                        • Home Furnishings News (HFN)
                                                                                                                                                                                                                                                                                                                                                        • International Housewares Association
                                                                                                                                                                                                                                                                                                                                                        • Kmart Corporation
                                                                                                                                                                                                                                                                                                                                                        • Kyocera International Inc.
                                                                                                                                                                                                                                                                                                                                                        • Lifetime Brands Inc.
                                                                                                                                                                                                                                                                                                                                                        • Macy's, Inc.
                                                                                                                                                                                                                                                                                                                                                        • Martha Stewart Living Omnimedia Inc.
                                                                                                                                                                                                                                                                                                                                                        • Meyer Corporation U.S.
                                                                                                                                                                                                                                                                                                                                                        • Moulinex
                                                                                                                                                                                                                                                                                                                                                        • National Association of Realtors (NAR)
                                                                                                                                                                                                                                                                                                                                                        • National Restaurant Association (NRA)
                                                                                                                                                                                                                                                                                                                                                        • Newell Rubbermaid Inc.
                                                                                                                                                                                                                                                                                                                                                        • North American Association of Food Equipment Manufacturers (NAFEM)
                                                                                                                                                                                                                                                                                                                                                        • Regal Ware, Inc.
                                                                                                                                                                                                                                                                                                                                                        • Target Corporation
                                                                                                                                                                                                                                                                                                                                                        • Tramontina Usa Inc
                                                                                                                                                                                                                                                                                                                                                        • Twitter, Inc.
                                                                                                                                                                                                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                                                                                        • U.S. Environmental Protection Agency
                                                                                                                                                                                                                                                                                                                                                        • Viking Range Corporation
                                                                                                                                                                                                                                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                                                                                        • Waterford Wedgwood Plc
                                                                                                                                                                                                                                                                                                                                                        • Wilton Industries Inc.

                                                                                                                                                                                                                                                                                                                                                        Cookware - US - September 2009

                                                                                                                                                                                                                                                                                                                                                        £3,277.28 (Excl.Tax)