The most enthusiastic home cooks, who have both strong interest in cooking from scratch and advanced cooking skills, are a core target for the cookware market and are well-served by top cookware brands and specialty retailers.
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While marketers can’t ignore this hard-core group, category growth may require a more concerted effort at reaching out to a broader, less highly skilled audience.
Scope and Themes
What you need to know
Definition
Segmentation definitions and overview
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
The market
Category tracks with slow improvement in economy
Figure 1: Total U.S. retail sales of cookware and fan chart forecast, at current prices, 2008-18
Segments offering specialization and convenience outperform the market
Figure 2: Total U.S. retail sales of cookware, by segment, 2011 and 2013
Discount stores lead sales, specialty stores experience growth
The consumer
Cooking interest and skill drive category purchases
Figure 3: Purchase of cookware, by cooking segments, April 2013
Replacement remains top reason for purchase
Figure 4: Reasons for purchase of cookware/bakeware, April 2013
Easy cleaning and price most important purchase considerations
Figure 5: Attribute importance for cookware and bakeware, very important, April 2013
Attitudes toward cookware and bakeware
Figure 6: Attitudes toward cookware and cooking, agree strongly, April 2013
What we think
Issues and Insights
Make supermarkets a showcase for cooking and cookware
The issues
The implications
Catch the momentum of ethnic cooking
The issues
The implications
Break out of the replacement cycle
The issues
The implications
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Trend Applications
Trend: Moral Brands
Trend: Return of the Experts
Mintel Futures: Old Gold
Market Size and Forecast
Key points
Category tracks with slow improvement in economy
Figure 7: Total U.S. retail sales of cookware, at current prices, 2008-18
Figure 8: Total U.S. retail sales of cookware, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 9: Total U.S. retail sales of cookware and fan chart forecast, at current prices, 2008-18
Market Drivers
Household income stabilizes but remains weak
Figure 10: Median household income, in inflation-adjusted dollars, 2001-11
Consumer confidence on the rise
Figure 11: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2008-13
Renovation market rebounding
Figure 12: BuildFax Remodeling Index, 2008-13
Time spent on home meal prep increasing
Figure 13: Time spent on food preparation and cleanup, by gender, 2007-11
Growing interest in fresh, local foods supports home cooking
Figure 14: Number of farmers markets in the U.S., 1994-2012
Competitive Context
Small kitchen appliances compete for home meal prep budgets
Figure 15: U.S. retail sales of select kitchen appliances, 2008-12
Figure 16: U.S. retail sales of select kitchen appliances, 2008-12 (continued)
More money spent on food at home
Figure 17: Percentage of total food expenditures on food at home and food away from home, 2007-11
Segment Performance
Key points
Specialization and convenience outperform more general products
Figure 18: Total U.S. retail sales of cookware, by segment, 2011 and 2013
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