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UK Tableware and Cookware Market Report

Everything you need to make the right decisions

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

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Products covered in this Report

This Report examines the UK retail market for table and cookware. Mintel’s definition includes products sold through brands’ own stores and other retail channels including:

Tableware

  • Drinkware
  • Crockery
  • Oven-to-tableware
  • Table accessories
  • Cutlery

Cookware

  • Saucepans, frying pans, stew pots and casserole dishes
  • Kitchen knives and utensils
  • Baking/oven tins
  • Ingredient preparation utensils
  • Other kitchen accessories

Expert analysis from a specialist in the field

Written by Jacob Holder, 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.

The table and cookware sector will experience good growth in 2017, before experiencing a slowdown over the next five years partly as a result of kitchens getting smaller. Opportunities to cushion this fall in demand lie in innovation in kitchenware. Jacob Holder
Household Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Growth looks to slow down
              • Figure 1: Consumer spending on table and cookware, 2012-22
            • Tableware dominates spending
              • Figure 2: Market segmentation, table and cookware, 2017
            • Companies and brands
              • A fragmented sector
                • Brands and specialists performing well
                  • Supermarkets expand table and cookware range
                    • Advertising spending increases by 78.7%
                      • The consumer
                        • 64% of consumers bought tableware, 69% bought cookware
                          • Figure 3: Repertoire of table and cookware purchases, September 2017
                        • Low spending common in this category
                          • Figure 4: Table and cookware spending habits, September 2017
                        • Supermarkets the most popular retailers for table and cookware
                          • Figure 5: Retailers used for tableware and cookware purchases, September 2017
                        • Children should know how to cook
                          • Figure 6: Table and cookware attitude statements, September 2017
                        • Age affects table and cookware needs
                          • Figure 7: Table and cookware preferences, September 2017
                        • What we think
                        • Issues and Insights

                          • The importance of convenience and price
                            • The facts
                              • The implications
                                • Number of households rising
                                  • The facts
                                    • The implications
                                      • Consumers setting up home for the first time help drive purchases
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Growth set to slow
                                              • Tableware accounts for 61% of spending
                                                • A highly fragmented sector
                                                  • Mixed trends
                                                  • Market Size and Forecast

                                                    • Growth looks good for 2017
                                                      • Future slowdown in spending
                                                        • Figure 8: Consumer spending on table and cookware, 2012-22
                                                      • Little growth once inflation is removed
                                                        • Figure 9: Consumer spending on table and cookware, 2012-22
                                                      • Forecast methodology
                                                      • Market Segmentation

                                                        • Growth slower than previous years
                                                          • Figure 10: Market segmentation, table and cookware, 2017
                                                        • Cookware more resilient
                                                          • Figure 11: Estimated cookware market, by segment, 2009-17
                                                        • Tableware takes the brunt of decline in spending
                                                          • Figure 12: Estimated tableware market, by segment, 2009-17
                                                      • Channels to Market

                                                        • A highly fragmented market
                                                          • Tableware channels
                                                            • Figure 13: Estimated channels of distribution for tableware, 2016
                                                          • Cookware channels
                                                            • Figure 14: Estimated channels of distribution for cookware, 2016
                                                        • Market Drivers

                                                          • Number of kitchens on the rise
                                                            • Figure 15: Number of kitchens in the UK, 2000-16
                                                          • Rising number of one-person households
                                                            • Figure 16: Number of households, by size, 1996-2016
                                                          • Average household size is falling
                                                            • Figure 17: Average household size, England, 1990-2017
                                                          • Increasing number of renters
                                                            • Figure 18: UK household tenure status, 2011-16
                                                          • Growing elderly population
                                                            • Figure 19: Population projections, by age, 2016-26
                                                          • More people living with their parents
                                                            • Figure 20: Percentage of 20-34-year-olds living with their parents, by gender, 1996-2017
                                                          • The kitchen as a central hub
                                                            • Figure 21: Attitudes regarding the home, November 2016
                                                          • Cooking from scratch
                                                            • Figure 22: Frequency of cooking in the home, by type of meal, February 2016
                                                          • Eating out and takeaways
                                                            • Figure 23: Frequency of eating in or ordering takeaway from a food outlet or restaurant, May 2017
                                                        • Companies and Brands – What You Need to Know

                                                          • Brands and specialists performing well
                                                            • Online sales and supermarkets on the rise
                                                              • Black Friday increases in prominence
                                                                • Advertising spending increases by 78.7%
                                                                • Leading Brands and Specialists

                                                                    • Leading brands
                                                                      • Russell Hobbs
                                                                        • Tefal
                                                                          • WWRD
                                                                            • Denby
                                                                              • Le Creuset
                                                                                • Meyer Group
                                                                                  • Joseph Joseph
                                                                                    • Emma Bridgewater
                                                                                      • Leading retail specialists
                                                                                        • Very/Littlewood
                                                                                          • Home Bargains
                                                                                            • IKEA
                                                                                              • Wilko
                                                                                                • Matalan
                                                                                                  • Dunelm
                                                                                                    • The Range
                                                                                                      • Lakeland
                                                                                                        • Robert Dyas
                                                                                                          • Betterware
                                                                                                          • Competitive Strategies

                                                                                                            • Online sales proving popular
                                                                                                              • Supermarkets expand their range of table and cookware
                                                                                                                • Opportunities lie overseas
                                                                                                                • Innovations and Launch Activity

                                                                                                                  • Product innovations
                                                                                                                    • Plate that absorbs calories
                                                                                                                      • Fat-drainer frying pan
                                                                                                                        • Non-rust, -flake, -peel tray
                                                                                                                          • Multipurpose kitchen utensils
                                                                                                                            • Joseph Joseph chopping boards
                                                                                                                              • Three-in-one avocado slicer
                                                                                                                                • Child-friendly kitchens and cooking
                                                                                                                                  • Cutlery for children
                                                                                                                                    • Child-friendly knife blocks
                                                                                                                                      • Celebrity table and cookware
                                                                                                                                        • Paul Hollywood cookware and bakeware
                                                                                                                                          • Figure 24: Paul Hollywood bakeware range, 2017
                                                                                                                                        • Rick Stein tableware launch
                                                                                                                                          • Figure 25: Rick Stein Tableware, 2017
                                                                                                                                        • Supermarkets on the rise
                                                                                                                                          • Tesco’s Go Cook range
                                                                                                                                            • Figure 26: Tesco Go Cook Orange Casserole Dish, 2017
                                                                                                                                          • Sainsbury’s Jackson & Levine kitchen linen range
                                                                                                                                            • Sainsbury’s Good Housekeeping Institute cookware
                                                                                                                                              • Asda’s rose-gold glassware and cutlery
                                                                                                                                                • Figure 27: Asda rose-gold glassware, 2017
                                                                                                                                              • Retail innovation
                                                                                                                                                • House to launch in the UK
                                                                                                                                                  • Figure 28: House store front
                                                                                                                                                • Black Friday sales
                                                                                                                                                  • Figure 29: John Lewis Black Friday Sale, November 2017
                                                                                                                                                  • Figure 30: Debenhams Kitchenware Black Friday Sale, November 2017
                                                                                                                                                  • Figure 31: Le Creuset cookware set, November 2017
                                                                                                                                              • Advertising and Marketing Activity

                                                                                                                                                • Advertising expenditure has fallen in recent years
                                                                                                                                                  • Figure 32: Total above-the-line, online display and direct mail advertising expenditure on table/cookware, 2013-16
                                                                                                                                                • Lakeland spends the most on advertising
                                                                                                                                                  • Figure 33: Total above-the-line, online display and direct mail advertising expenditure on table/cookware, by retailer, 2016
                                                                                                                                                  • Figure 34: Above-the-line, online display and direct mail advertising expenditure on table and cookware, by retailer, 2013-16
                                                                                                                                                • Press and direct mail most popular advertising choice
                                                                                                                                                  • Figure 35: Total above-the-line, online display and direct mail advertising expenditure on table/cookware, by media type, 2016
                                                                                                                                                • Campaign highlights
                                                                                                                                                  • Le Creuset celebrates 90th anniversary
                                                                                                                                                    • Tefal celebrates Ingenio cookware range
                                                                                                                                                      • Dunelm Student Essentials
                                                                                                                                                        • IKEA ‘Cooks’
                                                                                                                                                          • Prestige’s #yourprestigekitchen
                                                                                                                                                            • Lakeland’s YouTube channel
                                                                                                                                                              • Nielsen Ad Intel coverage
                                                                                                                                                              • The Consumer – What You Need to Know

                                                                                                                                                                • 64% of consumers bought tableware, 69% bought cookware
                                                                                                                                                                  • Buying to replace a major driver of purchasing
                                                                                                                                                                    • Supermarkets the most popular destination for shoppers
                                                                                                                                                                      • Children should learn how to cook
                                                                                                                                                                        • Changing desires and needs for older consumers
                                                                                                                                                                        • Products Purchased

                                                                                                                                                                          • Majority of consumers bought table or cookware in the last year
                                                                                                                                                                            • 64% of consumers bought tableware in the past year
                                                                                                                                                                              • Figure 36: Tableware purchases, September 2017
                                                                                                                                                                            • 69% of consumers have bought cookware in the past year
                                                                                                                                                                              • Figure 37: Cookware purchases, September 2017
                                                                                                                                                                            • Multiple purchases driven by younger homeowners and renters
                                                                                                                                                                              • Figure 38: Repertoire of table and cookware purchases, September 2017
                                                                                                                                                                          • Consumer Spending Habits

                                                                                                                                                                            • Low spending dominates both categories
                                                                                                                                                                              • Figure 39: Cookware/tableware spending habits, September 2017
                                                                                                                                                                            • Young people spend the most on cookware
                                                                                                                                                                              • Figure 40: Cookware spending habits, by age, September 2017
                                                                                                                                                                              • Figure 41: Tableware spending habits, by age, September 2017
                                                                                                                                                                            • Replacement purchases provide an opportunity for retailers
                                                                                                                                                                                • Figure 42: Table and cookware preferences, by age, September 2017
                                                                                                                                                                              • Brand appears less important for consumers
                                                                                                                                                                                  • Figure 43: Table and cookware attitude statements, by income groups, September 2017
                                                                                                                                                                              • Retailers Used

                                                                                                                                                                                • Supermarkets the most popular place to buy table and cookware
                                                                                                                                                                                  • Figure 44: Retailers used for tableware and cookware purchases, September 2017
                                                                                                                                                                                • Men prefer online retailers
                                                                                                                                                                                  • Women prefer mixed goods retailers
                                                                                                                                                                                    • Figure 45: List of retailers used by tableware and cookware shoppers, September 2017
                                                                                                                                                                                  • Tesco, Amazon and Asda are the most popular table and cookware retailers
                                                                                                                                                                                    • Figure 46: Tableware purchases, by retailers used for tableware purchases, September 2017
                                                                                                                                                                                    • Figure 47: Cookware purchases, by cookware spending habits, September 2017
                                                                                                                                                                                    • Figure 48: Retailers used for table/cookware purchases, September 2017
                                                                                                                                                                                • Consumer Attitudes towards Table/Cookware

                                                                                                                                                                                  • Child-friendly cooking and kitchens wanted
                                                                                                                                                                                    • Child-friendly cooking
                                                                                                                                                                                        • Figure 49: Table and cookware attitude statements, September 2017
                                                                                                                                                                                      • Social grouping affects trust of reviews
                                                                                                                                                                                        • Young people are more trusting of reviews
                                                                                                                                                                                            • Figure 50: Table and cookware attitude statements, by socio-economic group, September 2017
                                                                                                                                                                                          • Table and cookware as a gift
                                                                                                                                                                                          • Consumer Preferences

                                                                                                                                                                                            • Limited space and practical products
                                                                                                                                                                                                • Figure 51: Table and cookware preferences, September 2017
                                                                                                                                                                                              • Older consumers feel they lack space for table/cookware
                                                                                                                                                                                                • Multipurpose products wanted
                                                                                                                                                                                                  • Practicality more important for the older consumer
                                                                                                                                                                                                      • Figure 52: Table and cookware preferences, by age, September 2017
                                                                                                                                                                                                    • Style matters more to the homemaker
                                                                                                                                                                                                        • Figure 53: Table and cookware preferences, by housing situation, September 2017
                                                                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                            • Forecast methodology
                                                                                                                                                                                                                • Figure 54: Best- and worst-case table for market forecast, 2017-22