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Table and Cookware - UK - November 2014

“People have a chance with cooking and baking to be creative in their own homes. And by serving meals to friends they have an opportunity to treat their friends as well as demonstrate their knowledge of and ability with food. Cooking has gone beyond something we must do, to become something we want to do. We see more men becoming involved with cooking food as a leisure pursuit and more food fashions that encourage us all to have a go at even loftier menus. And as people aim higher they will be encouraged to buy better cookware and bakeware in order to help them achieve the results they want. Plus they will show off their culinary efforts by setting their tables in a stylish way.”
Jane Westgarth, Senior Market Analyst

Some questions answered in this report include:

  • What is the role of mixing and matching in tablewares? 
  • Are people more savvy about quality? 
  • The market is dominated by low-priced mass market retailers, so how can retailers add value? 

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Table of contents

  1. Introduction

      • Definitions
        • Tableware
          • Kitchenware and bakeware
            • Broader definitions
              • Glassware, tableware and other homewares
                • Abbreviations
                • Executive Summary

                    • The market
                      • Figure 1: Consumer spend on tableware and cookware, 2009-19
                      • Figure 2: Market segmentation, cookware, tableware and glassware, 2014 (est)
                    • Market factors
                      • Companies, brands and innovation
                        • Figure 3: Channels to market, 2014 (est)
                      • Brand analysis
                        • Figure 4: Attitudes towards and usage of brands in the cookware and tableware sector, September 2014
                      • The consumer
                        • Figure 5: Purchases of tableware and cookware in the last 12 months, summary, September 2014
                        • Figure 6: Purchases of tableware in the last 12 months, by category, September 2014
                        • Figure 7: Purchases of cookware in the last 12 months, by category, September 2014
                        • Figure 8: Retailers where bought tableware and cookware in the last 12 months, in-store and online, September 2014
                      • Attitudes towards cookware
                        • Figure 9: Attitudes towards cookware, September 2014
                        • Figure 10: Important factors when buying cookware, September 2014
                        • Figure 11: Attitudes towards tableware, September 2014
                      • What we think
                      • Trend Application

                          • Trend: Switch Off
                            • Trend: Minimise Me
                              • Trend: Life, an Informal Affair
                              • Issues and Insights

                                  • What is the role of mixing and matching in tablewares?
                                    • The facts
                                      • The implications
                                        • Are people more savvy about quality?
                                          • The facts
                                            • The implications
                                              • The market is dominated by low-priced mass market retailers, so how can retailers add value?
                                                • The facts
                                                  • The implications
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Home baking
                                                        • Figure 12: Frequency of baking at home, March 2014
                                                      • Cooking and eating habits
                                                        • Figure 13: Cooking and eating habits, May 2012, 2013 and 2014
                                                      • Eating prepared meals
                                                        • Figure 14: Types of prepared meals eaten, March 2014
                                                      • Fighting the flab
                                                        • Eating out
                                                          • Figure 15: What extra money is spent on, November 2009-July 2014
                                                      • Broader Market Environment

                                                        • Key points
                                                          • Figure 16: Ownership of selected personal technology, January 2012 and June 2014
                                                        • More households, smaller households
                                                          • Figure 17: UK households, by size, 2008-18
                                                        • Expanding population
                                                          • Figure 17: Forecast adult population trends, by socio-economic group, 2008-18
                                                        • Shifting lifestages
                                                          • Figure 18: Forecast adult population trends, by lifestage, 2008-18
                                                        • Weddings and cohabiting before marriage
                                                          • Figure 19: Marriages in England and Wales, by cohabiting or not cohabiting before marriage, 2011
                                                        • Uplift in property transactions
                                                          • Figure 20: UK Property transactions, annual, 2006-13
                                                          • Figure 21: UK Property transactions, monthly, February 2013 – July 2014
                                                      • Competitive Context

                                                        • Key points
                                                          • Figure 22: Consumer spend on selected categories for the home, 2009-2013
                                                      • Strengths and Weaknesses in the Market

                                                        • Strengths
                                                          • Weaknesses
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Product innovation
                                                                • Pan with improved efficiency
                                                                  • Figure 23: Lakeland pan with fins, October 2014
                                                                • Pans with detachable handles
                                                                  • Figure 24: Tefal Ingenio, October 2014
                                                                • Versatile digital device
                                                                  • Figure 25: Judge 3-in-1 digital spoon, scale and thermometer, October 2014
                                                                • Innovative serving dish
                                                                  • Figure 26: KitchenCraft serving dome, October 2014
                                                                • Retail innovation
                                                                  • Cookery workshops
                                                                    • Pop up pancake kitchen
                                                                      • Click and commute
                                                                        • Recipes and cookery themes
                                                                          • Excellence in design
                                                                            • Figure 27: Sophie Conran for Portmeirion, 2013
                                                                          • Iconic designs
                                                                            • Figure 28: Cook’s Measure, Tala, 2013
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Figure 29: Consumer spend on all tableware and cookware, 2009-2014
                                                                          • Cookware and tableware on the rise
                                                                            • Figure 30: Consumer spend on all tableware and cookware, 2009-14
                                                                            • Figure 31: Total retail value sales of tableware and cookware, at current and constant prices, 2009-19
                                                                            • Figure 32: Retail value sales of tableware and cookware, at current prices, 2009-14 (est)
                                                                          • Market segmentation
                                                                            • Figure 33: Market segmentation, tableware and cookware, 2013
                                                                            • Figure 34: Cookware market, by segment, 2009 and 2013
                                                                            • Figure 35: Tableware market, by segment, 2009 and 2013 (est)
                                                                            • Figure 36: Glassware market, by segment, 2013 (est)
                                                                            • Figure 37: Crockery/china market, by segment, 2013 (est)
                                                                            • Figure 38: Cutlery market, by segment, 2013 (est)
                                                                        • Companies and Brands

                                                                          • Key points
                                                                            • Tableware and glass
                                                                              • Kitchenware and cookware
                                                                              • Channels to Market

                                                                                • Key points
                                                                                  • Fragmented distribution
                                                                                    • Figure 39: Channels to market, 2014 (est)
                                                                                  • Department stores
                                                                                    • Value mixed goods retailers
                                                                                      • Value retailers on the march
                                                                                        • Argos
                                                                                          • Other
                                                                                            • HomeSense
                                                                                              • Matalan
                                                                                                • The Range
                                                                                                  • Wilkinson (Wilko)
                                                                                                    • Supermarkets
                                                                                                      • Tesco
                                                                                                        • Asda
                                                                                                          • Sainsbury’s
                                                                                                            • DIY stores
                                                                                                              • Specialist retailers
                                                                                                                • Lakeland
                                                                                                                  • Figure 40: lakeland, company sales, 2009-13
                                                                                                                • Steamer Trading
                                                                                                                  • Home shopping
                                                                                                                    • Figure 41: Shopping for the home online, UK, 2007-13
                                                                                                                  • Pureplay internet sellers
                                                                                                                    • Furniture retailers
                                                                                                                      • IKEA
                                                                                                                      • Brand Communication and Promotion

                                                                                                                        • Key points
                                                                                                                          • Advertising spend rises
                                                                                                                            • Figure 42: Topline advertising spend, tableware and cookware, 2010-13
                                                                                                                            • Figure 43: Advertising spend on tableware and cookware, by advertiser, 2013
                                                                                                                            • Figure 44: Advertising spend on tableware and cookware, by advertiser, 2010-13
                                                                                                                          • Spend by media type
                                                                                                                            • Figure 45: Advertising spend by media type, 2013
                                                                                                                            • Figure 46: Advertising spend by media type for the top advertisers, 2013
                                                                                                                          • Advertising in 2014
                                                                                                                          • Brand Research

                                                                                                                            • Brand map
                                                                                                                                • Figure 47: Attitudes towards and usage of brands in the cookware and tableware sector, September 2014
                                                                                                                              • Correspondence analysis
                                                                                                                                • Brand attitudes
                                                                                                                                  • Figure 48: Attitudes, by cookware and tableware brand, September 2014
                                                                                                                                • Brand personality
                                                                                                                                  • Figure 49: Cookware and tableware brand personality – macro image, September 2014
                                                                                                                                  • Figure 50: Cookware and tableware brand personality – micro image, September 2014
                                                                                                                                • Brand experience
                                                                                                                                  • Figure 51: Cookware and tableware brand usage, September 2014
                                                                                                                                  • Figure 52: Satisfaction with various cookware and tableware brands, September 2014
                                                                                                                                  • Figure 53: Consideration of cookware and tableware brands, September 2014
                                                                                                                                  • Figure 54: Consumer perceptions of current cookware and tableware brand performance, September 2014
                                                                                                                                • Brand recommendation
                                                                                                                                  • Figure 55: Recommendation of selected cookware and tableware brands, September 2014
                                                                                                                              • The Consumer – Purchases of Table and Cookwares

                                                                                                                                • Key points
                                                                                                                                  • Purchases of tableware and cookware
                                                                                                                                    • Figure 56: Purchases of tableware and cookware in the last 12 months, summary, September 2014
                                                                                                                                  • Tableware purchases
                                                                                                                                    • Figure 57: Purchases of tableware in the last 12 months, by category, September 2014
                                                                                                                                  • Cookware purchases
                                                                                                                                    • Figure 58: Purchases of cookware in the last 12 months, by category, September 2014
                                                                                                                                    • Figure 59: Purchases of pans in the last 12 months, by socio-economic group, September 2014
                                                                                                                                • The Consumer – What They Spent on Tableware and Cookware

                                                                                                                                  • Key points
                                                                                                                                      • Figure 60: Spend on tableware in the last 12 months, September 2014
                                                                                                                                      • Figure 61: Spend on cookware in the last 12 months, September 2014
                                                                                                                                  • The Consumer – Where They Bought Tableware and Cookware

                                                                                                                                    • Key points
                                                                                                                                        • Figure 62: Retailers where bought tableware and cookware in the last 12 months, in-store and online, September 2014
                                                                                                                                      • Argos is the go to destination for people with tight finances
                                                                                                                                        • John Lewis has strong appeal, even to younger customers
                                                                                                                                          • IKEA captures young home makers
                                                                                                                                            • Supermarkets capitalise on passing trade
                                                                                                                                              • Three in ten bought at a discount shop
                                                                                                                                                • Wealthier shoppers favour specialist cookshops
                                                                                                                                                  • Time-pressed most likely to buy online
                                                                                                                                                  • The Consumer – Attitudes towards Buying Tableware

                                                                                                                                                    • Key points
                                                                                                                                                      • Attitudes towards buying tableware
                                                                                                                                                        • Figure 63: Attitudes towards buying tableware, September 2014
                                                                                                                                                      • Topping up an existing set
                                                                                                                                                        • Pressure on storage space
                                                                                                                                                          • Browsing around for ideas
                                                                                                                                                            • Younger shoppers mix and match
                                                                                                                                                              • Price matters to the less well-off
                                                                                                                                                                • What people are using now
                                                                                                                                                                  • Something for best
                                                                                                                                                                    • Attitudes to tableware by retailer used
                                                                                                                                                                        • Figure 64: Attitudes to tableware by retailer used, Argos, September 2014
                                                                                                                                                                        • Figure 65: Attitudes to tableware by retailer used, John Lewis, September 2014
                                                                                                                                                                        • Figure 66: Attitudes to tableware by retailer used, IKEA, September 2014
                                                                                                                                                                        • Figure 67: Attitudes to tableware by retailer used, Supermarket, September 2014
                                                                                                                                                                        • Figure 68: Attitudes to tableware by retailer used, Discount/value shops, September 2014
                                                                                                                                                                    • The Consumer – Important Factors When Buying Cookware

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Important factors when buying cookware
                                                                                                                                                                          • Figure 69: Important factors when buying cookware, September 2014
                                                                                                                                                                        • Easy to look after and long-lasting
                                                                                                                                                                          • Versatile cookwares popular
                                                                                                                                                                            • Something to suit the dish
                                                                                                                                                                              • Helping to be a healthier cook
                                                                                                                                                                                • Professional materials
                                                                                                                                                                                  • Brands matter to the better off
                                                                                                                                                                                    • Important factors when buying cookware by where they shopped
                                                                                                                                                                                      • Figure 70: Important factors when buying cookware by where they shopped, September 2014
                                                                                                                                                                                      • Figure 71: Important factors when buying cookware by where they shopped, September 2014 (continued)
                                                                                                                                                                                    • Heavy-duty and low prices for Argos and DIY shoppers
                                                                                                                                                                                      • Department store customers want healthy cooking and professional materials
                                                                                                                                                                                        • IKEA shoppers want easy care
                                                                                                                                                                                          • Supermarket shoppers are price focussed
                                                                                                                                                                                            • Low prices but special dishes for discount shoppers
                                                                                                                                                                                              • Specialist cookshop shoppers are quality-driven
                                                                                                                                                                                              • The Consumer – Attitudes towards Buying Cookware

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Attitudes towards cookware
                                                                                                                                                                                                    • Figure 72: Attitudes towards buying cookware, September 2014
                                                                                                                                                                                                  • Special dishes for wealthier people
                                                                                                                                                                                                    • Boosting creativity
                                                                                                                                                                                                      • Younger cooks want things for new recipes
                                                                                                                                                                                                        • Something better next time around?
                                                                                                                                                                                                          • Versatile cookware
                                                                                                                                                                                                            • Limited storage space
                                                                                                                                                                                                              • Gifts and treats
                                                                                                                                                                                                                • Spending £500
                                                                                                                                                                                                                  • Attitudes towards cookware by where they shopped
                                                                                                                                                                                                                    • Figure 73: Attitudes towards cookware by where they shopped, September 2014
                                                                                                                                                                                                                    • Figure 74: Attitudes towards cookware by where they shopped, September 2014 (continued)
                                                                                                                                                                                                                  • Argos shoppers driven by replacement
                                                                                                                                                                                                                    • Department store customers rely on the right equipment to do the job well
                                                                                                                                                                                                                      • IKEA shoppers think of cookware as a treat or gift
                                                                                                                                                                                                                        • Supermarket shoppers most likely to be replacing
                                                                                                                                                                                                                          • Specialist shoppers creative in the kitchen

                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                          • Amefa (UK) Ltd
                                                                                                                                                                                                                          • Arc International
                                                                                                                                                                                                                          • Cath Kidston Group
                                                                                                                                                                                                                          • Churchill China plc
                                                                                                                                                                                                                          • Dartington Crystal (Torrington) Limited
                                                                                                                                                                                                                          • Denby Group Plc
                                                                                                                                                                                                                          • Emma Bridgewater
                                                                                                                                                                                                                          • Groupe SEB
                                                                                                                                                                                                                          • Horwood
                                                                                                                                                                                                                          • Jamie Oliver
                                                                                                                                                                                                                          • Jasper Conran
                                                                                                                                                                                                                          • JML Group
                                                                                                                                                                                                                          • John Martin Group Ltd
                                                                                                                                                                                                                          • Marco Pierre White
                                                                                                                                                                                                                          • Oneida International Limited
                                                                                                                                                                                                                          • Portmeirion Potteries Ltd
                                                                                                                                                                                                                          • Royal Worcester
                                                                                                                                                                                                                          • Spectrum Brands, Inc.
                                                                                                                                                                                                                          • Spode China
                                                                                                                                                                                                                          • Tefal UK
                                                                                                                                                                                                                          • Vera Wang
                                                                                                                                                                                                                          • Villeroy & Boch AG

                                                                                                                                                                                                                          Table and Cookware - UK - November 2014

                                                                                                                                                                                                                          US $2,583.33 (Excl.Tax)