The majority (78%) of consumers believe that it’s worth investing in high-quality items that will endure over time, underscoring the value of longevity in cookware purchases. Consumers generally recognize the value of quality and are willing to invest in cookware that will serve them in the long run rather than saving a few dollars on a more affordable option.
Budget concerns will have consumers holding back from making upgrade purchases or investing in high-end cookware pieces. However, these same financial constraints will encourage consumers to reduce the amount spent dining out, thereby increasing at-home cooking occasions and the need for cookware.
Home chefs who are confident in their cooking abilities are willing to invest in higher quality cookware and express less price sensitivity. They own a wider repertoire of cookware formats and are a more engaged consumer. There is an opportunity for brands to help educate consumers as a way to build up their confidence and make cooking a more enjoyable experience.
The appeal of small kitchen appliances cannot be denied, posing a significant challenge to the traditional cookware market. Consumers are drawn to these tools because of the convenient and time-saving, hands-off approach they offer.
Canadian consumers prioritize quality cookware that endures. Many are prepared to invest both time and money in acquiring durable items that offer lasting value.
Meghan Ross, Senior Research Analyst – Home & Beauty
‘Cookware’ includes all formats discussed here, and is subdivided into two additional categories: bakeware and cutlery.
Bakeware refers to products used to bake or roast foods in the oven and accessories for baked goods.
Cutlery, for the purposes of this Report, refers to individual knives as well as knife sets.
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