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Cookware - US - May 2018

The cookware market experienced declining sales from 2016-17 in part due to competitive pressure from the growing small kitchen appliances category, lessening the need for cookware items. High penetration and long purchase cycles also challenge category growth, as market sales rely on new users and trade-ups.

However, positive economic indicators and consumer enjoyment toward at-home cooking and baking could boost category sales. Creating online educational campaigns could be an opportunity for brands to reach younger adults who are new to the category and still building their cookware inventory.

This report examines the following issues:

  • Small kitchen appliances could lessen the need for cookware
  • Adults are cooking slightly less compared to a year ago
  • A decline in key population segment could lead to market struggles

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Small kitchen appliances could lessen the need for cookware
            • Figure 1: Total US retail sales and forecast of cookware and small kitchen appliances, at current prices, 2016-17
          • Adults are cooking slightly less compared to a year ago
            • Figure 2: Cooking frequency, 2017-18, April 2017 and February 2018
          • A decline in key population segment could lead to market struggles
            • Figure 3: Population aged 18 or older, by adults aged 18-24, 2013-23
          • The opportunities
            • Adults report interest in specialty cookware
              • Figure 4: Cookware ownership and usage, by any cookware (net) and specialty cookware, February 2018
            • Young adults should be considered a prime target
              • Figure 5: Select attitudes toward cooking and baking, by 18-24, February 2018
            • Parents perceive at-home cooking as a learning opportunity for children
              • Figure 6: It’s important that children know how to cook/bake, by parental status, February 2018
            • What it means
            • The Market – What You Need to Know

              • Cookware market experiences declining sales
                • Nonstick, metal bakeware, and cutlery impact market; retailer sales reflect market trends
                  • Small kitchen appliances may lessen the need for cookware items
                    • Dining, population, and economic trends impact market
                    • Market Size and Forecast

                      • Cookware market experiences declining sales
                        • Figure 7: Total US sales and fan chart forecast of cookware, at current prices, 2012-22
                        • Figure 8: Total US sales and forecast of cookware, at current prices, 2012-22
                    • Market Breakdown

                      • Nonstick and other cookware account for majority of market sales
                        • Figure 9: Total US retail sales of cookware, by segment, at current prices, 2015 and 2017
                      • Metal bakeware and cutlery see gains
                        • Figure 10: Share of US retail sales of cookware, by segment, at current prices, 2017
                      • Supercenters and warehouses dominate; other retailers see gains
                        • Figure 11: Total US retail sales of cookware, by channel, at current prices, 2012-17
                    • Market Perspective

                      • Small kitchen appliances may lessen the need for cookware items
                      • Market Factors

                        • At-home spend on food continues to rise
                          • Figure 12: Food sales at home and away from home, January 2003-December 2017
                        • Population trends among adults aged 18-24 could lead to market struggles
                          • Figure 13: Population aged 18 or older, by age, 2013-23
                        • Positive economic indicators not necessarily benefitting category
                          • Figure 14: Consumer Sentiment Index, January 2007- March 2018
                      • Key Players – What You Need to Know

                        • Ceramics are growing; delivery services increase at-home cooking
                          • Stainless steel, nonstick, and anodized aluminium decline in sales
                            • Buzzfeed and Walmart’s partnership can inspire new opportunities
                            • What’s Working?

                              • Ceramic coated cookware takes the spotlight
                                • Meal kit and grocery delivery services encourage at-home cooking
                                • What’s Struggling?

                                  • Stainless steel is hard to clean
                                    • Health risk concerns still impact nonstick and anodized aluminium sales
                                      • Figure 15: Total US retail sales and forecast of nonstick cookware and anodized cookware, at current prices, 2016-17
                                  • What’s Next?

                                    • Buzzfeed and Walmart’s partnership can inspire new opportunities
                                    • The Consumer – What You Need to Know

                                      • Adults are cooking slightly less than they were a year ago
                                        • Ownership of cookware is nearly universal
                                          • Cutlery is more commonly owned and used than bakeware
                                            • Most cookware purchases are made at mass merchandisers
                                              • Shoppers want quality and prefer to shop in-store
                                                • Products that are easy to clean are key
                                                  • Adults enjoy cooking and baking but have storage and health concerns
                                                  • Cooking and Baking Frequency

                                                    • Adults are cooking slightly less than they were a year ago
                                                      • Figure 16: Cooking and baking frequency, April 2017 and February 2018
                                                    • Women and men are both spending time in the kitchen
                                                      • Figure 17: Cooking and baking frequency, by gender, February 2018
                                                    • Lifestage dictates time spent in the kitchen
                                                      • Figure 18: Cooking and baking frequency, by age and parental status, February 2018
                                                    • Hispanics report changes in cooking and baking habits
                                                      • Figure 19: Cooking and baking frequency, by Hispanic origin, February 2018
                                                  • Cookware Ownership and Usage

                                                    • Ownership of cookware is nearly universal
                                                      • Figure 20: Cookware ownership and usage, February 2018
                                                    • Women stick to the basics while men are drawn to convenience
                                                      • Figure 21: Cookware ownership and usage, currently own and use, by gender, February 2018
                                                    • Young adults are building their cookware inventory
                                                      • Figure 22: Cookware ownership and usage, currently own and use, by age, February 2018
                                                    • Asian adults use specialty cookware
                                                      • Figure 23: Cookware ownership and usage, currently own and use, by race and Hispanic origin, February 2018
                                                  • Bakeware and Cutlery Ownership and Usage

                                                    • Cutlery is more commonly owned and used than bakeware
                                                      • Figure 24: Bakeware and cutlery ownership and usage, February 2018
                                                    • Young adults are building their bakeware and cutlery inventory
                                                      • Figure 25: Bakeware and cutlery ownership and usage, currently own and use, by age, February 2018
                                                    • Asian and Black adults report lower ownership of bakeware
                                                      • Figure 26: Bakeware ownership and usage, currently own and use, by race and Hispanic origin, February 2018
                                                  • Retailers Shopped

                                                    • Most cookware purchases made at mass merchandisers
                                                      • Figure 27: Retailers shopped, February 2018
                                                    • Adults 45+ seek quality, younger adults want low prices
                                                      • Figure 28: Select retailers shopped, by age, February 2018
                                                    • Income plays a role in cookware shopping destinations
                                                      • Figure 29: Select retailers shopped, by household income, February 2018
                                                  • Shopping Behaviors

                                                    • Shoppers want quality and prefer to shop in-store
                                                      • Figure 30: Shopping behaviors, February 2018
                                                    • Younger adults are researching across channels
                                                      • Figure 31: Select shopping behaviors, by age, February 2018
                                                    • Hispanics invest less time in cookware selection process
                                                      • Figure 32: Select shopping behaviors, by Hispanic origin, February 2018
                                                  • Purchase Influencers

                                                    • Products that are easy to clean are key
                                                      • Figure 33: Purchase influencers sought in cookware, bakeware and cutlery, February 2018
                                                    • Convenience is prioritized, but reviews and brand matter too
                                                      • Figure 34: TURF analysis – Purchase influencers, February 2018
                                                    • Methodology
                                                      • Adults aged 45+ seek functional benefits, younger adults rely on reviews
                                                        • Figure 35: Select purchase influencers sought in cookware, bakeware and cutlery, by age, February 2018
                                                      • Brand is important to Asian and Hispanic adults
                                                        • Figure 36: Select purchase influencers sought in cookware, bakeware and cutlery, by race and Hispanic origin, February 2018
                                                    • Attitudes toward Cooking and Baking

                                                      • Adults enjoy cooking and baking but have storage and health concerns
                                                        • Figure 37: Attitudes toward cooking and baking, February 2018
                                                      • Young adults enjoy cooking and baking but need guidance
                                                        • Figure 38: Select attitudes toward cooking and baking, by age, February 2018
                                                      • Kids can cook too
                                                        • Figure 39: Select attitudes toward cooking and baking, by parental status, February 2018
                                                      • Hispanics enjoy cooking for others
                                                        • Figure 40: Select attitudes toward cooking and baking, by Hispanic origin, February 2018
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Sales data
                                                          • Fan chart forecast
                                                            • Consumer survey data
                                                              • Direct marketing creative
                                                                • Abbreviations and terms
                                                                  • Abbreviations
                                                                  • Appendix – The Market

                                                                      • Figure 41: Total US sales and forecast of cookware, at inflation-adjusted prices, 2012-22
                                                                      • Figure 42: Total US retail sales and forecast of nonstick cookware, at current prices, 2012-22
                                                                      • Figure 43: Total US retail sales and forecast of stainless steel cookware, at current prices, 2012-22
                                                                      • Figure 44: Total US retail sales and forecast of anodized aluminum cookware, at current prices, 2012-22
                                                                      • Figure 45: Total US retail sales and forecast of other cookware, at current prices, 2012-22
                                                                      • Figure 46: Total US retail sales and forecast of metal bakeware, at current prices, 2012-22
                                                                      • Figure 47: Total US retail sales and forecast of cutlery, at current prices, 2012-22

                                                                  Cookware - US - May 2018

                                                                  US $4,395.00 (Excl.Tax)