2021
9
UK Tableware and Cookware Market Report 2021
2021-04-07T04:06:47+01:00
OX1045441
2195
136278
[{"name":"Household and Home","url":"https:\/\/store.mintel.com\/industries\/household-home"}]
Report
en_GB
“Despite new avenues for growth, spending fell by 1.2%, as this was unable to offset the impact of financial pressures, store closures and the restrictions on socialising in 2020. Moving…

UK Tableware and Cookware Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Tableware and Cookware market, including the behaviours, preferences and habits of the consumer.

The COVID-19 pandemic has caused major fluctuations in the tableware and cookware sector. While lockdown restrictions have caused a halt to the majority of social events, causing a 53% fall in purchases on tableware, there has been a surge in a trend of home cooking and baking thanks to increased time spent at home. However, despite 41% of consumers having spent more on cookware during 2020, this has not offset the disruption to the market.

There has been a 1.2% fall in spending in the market overall, with that spending fragmented between online retailers and supermarkets due to the closure of non-essential shops. The restrictions have also exacerbated the divide between household income, with many higher-earning households having saved money during the pandemic, while lower-income households have struggled financially.

As the lockdowns lift, this market divide could become a challenge of the market. 28% of consumers have delayed purchases during the pandemic to save money, and while that pent-up demand could result in a windfall there could also be a drop in spending as people start to budget in the wake of the pandemic. Retailers will have to work to market towards both higher and lower end markets, with discounts and value ranges as well as premium and lifestyle ranges.

Read on to discover more details or take a look at all of our UK Household and Home market research.

Quickly understand

  • The impact of COVID-19 on the tableware and cookware market.
  • How this disruption will impact on demand in the short, medium and long term.
  • Opportunities for retailers amid this disruption and extended periods inside.
  • How spending has fragmented between retailers.
  • Opportunities and risks for the market in the coming years.
  • The opportunity for fashion-forward tableware.

Covered in this Report

Products: Drinkware, crockery, oven-to-tableware, table accessories, cutlery, saucepans, frying pans, pans, stew pots, casserole dishes, kitchen knives and utensils, baking trays, oven tins, ingredient preparation utensils, other kitchen accessories.

Brands: Portmeirion Group,Le Creuset, Amazon, MasterChef, Joh nLewis & Partners, Waitrose, Wilko, Morrisons, Sainsbury’s, Tesco, Miriad Products, Aldi, Lidl, PrettyLittleThing Dinnerware, Mango, ASOS, Westfield, Lakeland.

Expert analysis from a specialist in the field

Written by Marco Amasanti, a leading analyst in the Household sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Despite new avenues for growth, spending fell by 1.2%, as this was unable to offset the impact of financial pressures, store closures and the restrictions on socialising in 2020. Moving forwards, the market is set for a windfall of new and pent-up demand as these restrictions ease in 2021; however, the disproportionate impact of uncertainty could see demand grow increasingly polarised.

Marco Amasanti
Retail Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Impact of the January lockdown and the vaccination roll-out
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Disruption hits spending in 2020
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on tableware and cookware, 24 March 2021
    • The market
    • Spending drops 1.2% amid wave of restrictions
    • A windfall of demand moving forwards but demand could polarise
      • Figure 2: Consumer spending on table and cookware, 2015-25 (prepared on 24 March 2021)
    • Cookware outperforms tableware in 2020, but remains the smaller sector
    • Companies and brands
    • Specialists’ pivot to e-commerce and brand extensions amid disruption
    • Affordability and sustainability the key trends in sector innovation
    • The consumer
    • COVID-19 has seen a fundamental shift in shopping behaviours
      • Figure 3: Changes in shopping behaviour, 4-12 March 2021
    • Near three quarters of consumers made a purchase
      • Figure 4: Tableware/cookware purchases, December 2020
    • The majority spend £50 or less
      • Figure 5: Expenditure levels on tableware and cookware, December 2020
    • Online pureplayers, supermarkets, discount and mixed good retailers gain from disruption
      • Figure 6: Retailers used for tableware and cookware, December 2020
    • Opportunities to upscale expenditure moving forward
      • Figure 7: Table and cookware attitude statements, December 2020
    • Windfall of demand as restrictions ease, but demand could grow increasingly polarised in 2021
      • Figure 8: Table and cookware behaviours, December 2020
  3. Issues and Insights

    • The short-term impact from COVID-19
    • The long-term impact from COVID-19
    • Opportunity for clothing retailers to expand into tableware
  4. The Market – Key Takeaways

    • COVID-19 disruption hits spending
    • A windfall of demand moving forwards
    • But demand could polarise
    • Cookware outperforms tableware in 2020, but remains the smaller sector
  5. Market Size and Forecast

    • Disruption hits spending in 2020
      • Figure 9: Short-, medium- and long-term impact of COVID-19 on tableware and cookware, 24 March 2021
    • Spending drops 1.2% amid wave of restrictions
    • Restrictions hit tableware sales
    • Despite new opportunities amid the surge in home cooking and baking
    • Before recovering growth in 2021 onwards
    • The release of pent-up demand
    • An opportunity to upscale expenditure
    • But a risk of polarising demand below this
      • Figure 10: Consumer spending on table and cookware, 2015-25 (prepared on 24 March 2021)
      • Figure 11: Consumer spending on table and cookware, 2015-25 (prepared on 24 March 2021)
    • Market drivers and assumptions
      • Figure 12: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 24 March 2021)
    • Learnings from the last recession
      • Figure 13: Consumer spending on tableware and cookware, 2009-13
    • Forecast methodology
  6. Market Segmentation

    • Cookware gains due to extended periods inside
    • As tableware sales are hit by restrictions
    • Opportunities for both sectors in 2021
      • Figure 14: Market segmentation, table and cookware, 2020
      • Figure 15: Estimated cookware market, by segment, 2017-20
      • Figure 16: Estimated tableware market, by segment, 2017-20
  7. Market Drivers

    • The impact of the 2021 lockdown
    • House moves fall by 56.8% in April 2020…
    • …before picking up sharply
      • Figure 17: Monthly UK residential property transactions, January 2019-January 2021
    • Increasing numbers of homeowners
      • Figure 18: England housing tenure, 2015-19
    • Home cooking and baking surges with restrictions
      • Figure 19: Changes to home cooking, 26 March-16 April 2020
    • Near half of consumers cook from scratch
      • Figure 20: Type of evening meal prepared most often in households, by age, September 2020
    • Homewares move up the gifting agenda
      • Figure 21: Christmas gifts, homewares, 2018-20
  8. Companies and Brands – Key Takeaways

    • Specialists’ pivot to e-commerce and brand extensions to offset COVID-19 disruption
    • Non-specialists ramp up cookware credentials and tap into affordable multi-purchasing opportunities
    • Affordability and sustainability the key trends in sector innovation
    • Sector advertising spend falls nearly-30% year-on-year in 2020
  9. Competitive Strategies

    • Loyalty scheme and collaborations help Lakeland return to growth
    • Portmeirion Group adjust to COVID-19 disruption with virtual showroom and brand extension
    • Heritage brand Le Creuset pivots towards direct-to-consumer business
    • Supermarkets target budget-conscious buyers with prices starting at £1
    • Amazon strengthen cookware credentials and destination appeal with MasterChef tie-up
    • John Lewis aiming to be the number one destination for cooking with mini-store concept in Waitrose
    • Wilko tapping into home movers’ kitchen essentials multi-purchasing opportunity
  10. Launch Activity and Innovations

    • Supermarket launches
    • Lidl launches Le Creuset cookware look-alikes with prices starting at £3.99
      • Figure 22: Lidl spring kitchenware range 2020
    • Sainsbury’s Home launches AW20 collection
      • Figure 23: Sainsbury’s Dutch Glam range, 2021
    • Tesco launches Spring Summer Homeware collection and prices start from £1
      • Figure 24: Tesco & Fox and Ivy’s Spring Summer collection 2020
    • Morrisons launches stylish dinnerware range, with prices starting from just £2
      • Figure 25: Morrisons sustainable drinking glasses and water bottles from Recycled range, 2020
    • Non-specialist launches
    • PrettyLittleThing launches own homeware
      • Figure 26: PLT dinnerware 2020
    • Mango to launch new homeware line
    • ASOS launches its first homeware collection
      • Figure 27: Eclectic Luxe range, 2019
    • Westfield launches a “very rental Christmas” pop-up
      • Figure 28: Westfield’s rental pop-up shop, 2020
    • Sustainable launches
    • Aldi launches new al fresco dining range ahead of heatwave
      • Figure 29: Aldi’s outdoor dining range 2020
    • Lakeland launches biodegradable cling film
      • Figure 30: Lakeland’s biodegradable cling film, 2020
    • Biodegradable tableware
    • Seasonal launches
    • Le Creuset launches limited festive range
      • Figure 31: Le Creuset Christmas range 2020
    • Aldi launched their latest Premium Kitchen range just in time for Christmas
    • Asda launched Mickey Mouse Christmas homeware
      • Figure 32: Asda’s Mickey Mouse range 2020
    • John Lewis launched a virtual Christmas shop
      • Figure 33: John Lewis virtual Christmas shop tour, 2020
  11. Advertising and Marketing Activity

    • Total sector advertising spend falls 28.2% year-on-year in 2020
      • Figure 34: Total above-the-line, online display and direct mail advertising expenditure on tableware and cookware, 2016-20
    • Significant uptick in cookware advertising expenditure on the back of home cooking trend
      • Figure 35: Total above-the-line, online display and direct mail advertising expenditure on tableware and cookware, by product category, 2016-20
    • Lakeland ramps up advertising expenditure on back of a brand identity revamp
      • Figure 36: Total above-the-line, online display and direct mail advertising expenditure on table and cookware, by leading advertisers, 2016-20
    • Direct mail accounts for nearly a third of total sector expenditure
      • Figure 37: Total above-the-line, online display and direct mail advertising expenditure on tableware and cookware, by media type, 2020
    • Nielsen Ad Intel coverage
  12. The Consumer – Key Takeaways

    • Cookware leads recent purchases as tableware hit by restrictions
    • Online pureplayers, supermarkets and non-food discounters gain from disruption
    • The opportunity for fashion-led ‘lifestyle brand’ tableware
    • Windfall of demand as restrictions ease in 2021
    • But this could grow increasingly polarised
  13. Impact of COVID-19 on Consumer Behaviour

    • Anxiety eases off slightly following third lockdown spike
      • Figure 38: Extremely worried about exposure to COVID-19/coronavirus, 8 January-12 March 2021
    • A fundamental change in shopping behaviours
    • Older consumers lead the shift in behaviour
      • Figure 39: Changes in shopping behaviour, by age, 4-12 March 2021
    • The sector could be buoyed by redirected spending
      • Figure 40: Spending, by sector, 4-12 March 2021
  14. Products Purchased

    • Near three quarters of consumers made a purchase
    • Cookware leads recent purchases
    • Tableware hit by restrictions
      • Figure 41: Tableware purchases, December 2020
      • Figure 42: Cookware purchases, December 2020
    • Consumers rarely purchase four or more items
      • Figure 43: Repertoire of tableware and cookware purchases, December 2020
  15. How Much They Spent

    • The majority spend £50 or less
      • Figure 44: Expenditure level on tableware and cookware, December 2020
    • Older consumers spend less on average
      • Figure 45: Tableware expenditure, by age band, December 2020
      • Figure 46: Cookware expenditure, by age band, December 2020
    • Consumer attitudes shift with spend
      • Figure 47: Cookware expenditure, by attitudes, December 2020
  16. Retailers Used

    • Supermarkets lead total purchases
    • Online retailers see sharp gains from disruption
    • Non-food discounters come to the fore
    • Department stores suffer
      • Figure 48: Retailers used for tableware and cookware, December 2020
    • Amazon is the standout performer
      • Figure 49: Retailers used for tableware and cookware, December 2020
    • Consumers are more likely to shop around for tableware
      • Figure 50: Repertoire of retailers used for tableware and cookware, December 2020
  17. Consumer Attitudes towards Tableware/Cookware

    • Gifting remains a crucial window
    • Cooking and baking come to the fore as a way to unwind
    • Consumers still look for reassurances prior to purchase
      • Figure 51: Table and cookware attitude statements, December 2020
    • Clear opportunities to upscale expenditure
    • Opportunities for ‘lifestyle brand’ tableware
      • Figure 52: Table and cookware attitude statements, by age, December 2020
  18. COVID-19 and Shopping Behaviours

    • Necessity remains the key trigger to purchase
    • Although extended periods indoors open new opportunities
      • Figure 53: Table and cookware behaviours, December 2020
    • Restrictions hit spending
    • A release of pent-up demand in 2021
    • …but also a growing polarisation in demand
      • Figure 54: Table and cookware shopping behaviours, by socioeconomic group, December 2020
  19. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  20. Appendix – Market Size and Forecast

    • Forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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