Cookware - US

 Published On: Jul, 2013 |  Published By: Mintel Group | Format: PDF

“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. 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.”

Some ideas addressed in this report include:

Make supermarkets a showcase for cooking and cookware
Catch the momentum of ethnic cooking
Break out of the replacement cycle

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
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
SEGMENT PERFORMANCE – NONSTICK COOKWARE
Key points
Heavily promoted segment a category mainstay
Figure 19: Total U.S. retail sales of nonstick cookware, 2008-18
SEGMENT PERFORMANCE – STAINLESS STEEL COOKWARE
Key points
Stainless sales stagnate but could be set for rebound
Figure 20: Total U.S. retail sales of stainless steel cookware, 2008-18
SEGMENT PERFORMANCE – ANODIZED ALUMINUM COOKWARE
Key points
Anodized aluminum holds appeal for cooks looking to save time and money
Figure 21: Total U.S. retail sales of anodized aluminum cookware, 2008-18
SEGMENT PERFORMANCE – OTHER COOKWARE
Key points
Beyond reheating: microwave cooking pushes to expand
Ethnic cookware taps into desire for exploration and authenticity
Figure 22: Share of other cookware subsegments, 2008-18
Figure 23: Total U.S. retail sales of other cookware*, 2008-18
SEGMENT PERFORMANCE – METAL BAKEWARE
Key points
Bakeware benefits from growing popularity of baking at home
Figure 24: Total U.S. retail sales of metal bakeware, 2008-18
SEGMENT PERFORMANCE – CUTLERY
Key points
Segment gains steadily, may benefit further from shopper education
Figure 25: Total U.S. retail sales of cutlery, 2008-18
RETAIL CHANNELS
Key points
Discounters maintain lead but face pressure from specialists and online sellers
Figure 26: Total U.S. retail sales of cookware, by retail channel, 2011 and 2013
RETAIL CHANNELS – DISCOUNT STORES AND WAREHOUSE CLUBS
Key points
Cookware fits Target’s cheap-chic strategy
Walmart focuses on basics and low prices
Figure 27: Total U.S. retail sales of cookware in discount stores and warehouse stores, 2011 and 2013
RETAIL CHANNELS – SPECIALTY STORES
Key points
Specialty stores gain on appeal to enthusiasts
Figure 28: Total U.S. retail sales of cookware in specialty stores, 2011 and 2013
RETAIL CHANNELS – DEPARTMENT STORES
Key points
Weak sales for category reflect weakness of the channel as a whole
Figure 29: Total U.S. retail sales of cookware in department stores, 2011 and 2013
RETAIL CHANNELS – OTHER RETAILERS
Key points
Wide variety of channels combine for solid cookware growth
Figure 30: Total U.S. retail sales of cookware in other retailers*, 2011 and 2013
LEADING COMPANIES
Groupe SEB (T-Fal and All-Clad Metalcrafters)
Newell Rubbermaid (Calphalon)
Extending the Calphalon brand
Meyer Corporation
INNOVATIONS AND INNOVATORS
Twiztt an effort to redefine convenience
Revolution from Revol first ceramics to work with all heat sources
Calphalon places increasing emphasis on nonstick surfaces
Bakeware innovations that expand possibilities
MARKETING STRATEGIES
Overview
All-Clad targets brides-to-be and cooking enthusiasts
SOCIAL MEDIA
Key points
Social media metrics
Figure 31: Key performance indicators, June 2013
Market overview
Brand usage and awareness
Figure 32: Usage and awareness of selected cookware brands, April 2013
Interaction with cookware brands
Figure 33: Interaction with selected cookware brands, April 2013
Online conversations
Figure 34: Online conversations on selected cookware brands, by day, May 3-June 2, 2013
Where are people talking about cookware brands?
Figure 35: Online conversations on selected cookware brands, by page type, May 3-June 2, 2013
What are people talking about?
Figure 36: Types of conversations around selected cookware brands, May 3-June 2, 2013
Figure 37: Types of conversations around selected cookware brands, by day, May 3-June 2, 2013
ANALYSIS BY BRAND
Cuisinart
Figure 38: Cuisinart – key social media indicators, June 2013
Key online campaigns
What we think
T-Fal
Figure 39: T-Fal – Key social media indicators, June 2013
Key online campaigns
What we think
Le Creuset
Figure 40: Le Creuset – Key social media indicators, June 2013
Key online campaigns
What we think
All-Clad
Figure 41: All-Clad – Key social media indicators, June 2013
Key online campaigns
What we think
Calphalon
Figure 42: Calphalon – Key social media indicators, June 2013
Key online campaigns
What we think
Korin Knives
Figure 43: Korin Knives – Key social media indicators, June 2013
What we think
PURCHASE OF COOKWARE
Key points
Nearly two thirds of adults have purchased cookware in last two years
High purchase incidence among young adults reflects cooking enthusiasm
Figure 44: Purchase of cookware, by gender and age, April 2013
Upper-middle income group purchases widest array of cookware
Figure 45: Purchase of cookware, by household income, April 2013
Cooking enthusiasm drives purchase of a greater variety of cookware
Figure 46: Purchase of cookware, by cooking segments, April 2013
PURCHASE OF BAKEWARE AND CUTLERY
Key points
Women 18-34 are a key market for bakeware and for the category as a whole
Men an important target for cutlery manufacturers and retailers
Figure 47: Purchase of bakeware and cutlery, by gender and age, April 2013
Bakeware purchase incidence skews strongly to larger households
Figure 48: Purchase of bakeware and cutlery, by household size, April 2013
Bakeware and cutlery offer opportunities to enhance enthusiasm and skill
Figure 49: Purchase of bakeware and cutlery, by cooking segments, April 2013
REASONS FOR PURCHASE OF COOKWARE/BAKEWARE
Key points
Replacement remains top reasons for purchase, keeping sales growth in check
Younger buyers more likely to purchase in order to enhance skills, variety
Figure 50: Reasons for purchase of cookware/bakeware, by gender and age, April 2013
Enthusiastic Cooks represent expansion and trade-up opportunities
Figure 51: Reasons for purchase of cookware/bakeware, by cooking segments, April 2013
ATTRIBUTE IMPORTANCE FOR COOKWARE AND BAKEWARE
Key points
Easy cleaning and price most likely to be rated very important
Consumer reviews carry more weight than professionals and celebrities
Figure 52: Attribute importance for cookware and bakeware, April 2013
Women 55+ especially attuned to convenience, practicality
Reviews of all types essential for young adults
Figure 53: Very important attribute for cookware and bakeware, by gender and age, April 2013
Enthusiastic and Super-enthusiastic Cooks motivated by more attributes
Figure 54: Very important attribute for cookware and bakeware, by cooking segments, April 2013
ATTITUDES TOWARD COOKWARE AND COOKING
Key points
The right cookware facilitates healthy eating
Pleasing family and friends a powerful emotional driver for home cooking
Interest in new recipes a potential motivation for cookware purchases
Figure 55: Attitudes toward cookware and cooking, April 2013
Women appreciate social aspects of cooking, men the equipment
Figure 56: Strongly agree with attitudes toward cookware and cooking, by gender and age, April 2013
Satisfaction on a number of fronts for most enthusiastic cooks
Figure 57: Strongly agree with attitudes toward cookware and cooking, by cooking segments, April 2013
IMPACT OF RACE AND HISPANIC ORIGIN
Hispanics more likely to have made cookware purchases in last two years
Figure 58: Purchase of cookware, by race/Hispanic origin, April 2013
Hispanics more likely to have made bakeware and cutlery purchases
Figure 59: Purchase of bakeware and cutlery, by race/Hispanic origin, April 2013
Replacement the top purchase motivation for all groups
Figure 60: Reasons for purchase of cookware/bakeware, by race/Hispanic origin, April 2013
Black and Hispanic cookware shoppers especially attuned to value
Figure 61: Very important attribute for cookware and bakeware, by race/Hispanic origin, April 2013
Black, Hispanic, and Asian cooks highly engaged in cookware and cooking
Figure 62: Strongly agree with attitudes toward cookware and cooking, by race/Hispanic origin, April 2013
CLUSTER ANALYSIS
Figure 63: Target clusters, April 2013
Old Pros
Demographics
Characteristics
Opportunity
Super Cooks
Demographics
Characteristics
Opportunity
No-nonsense Cooks
Demographics
Characteristics
Opportunity
Disengageds
Demographics
Characteristics
Opportunity
Cluster characteristic tables
Figure 64: Cooking frequency, attitude, and skill level, by target clusters, April 2013
Figure 65: Cooking segments, by target clusters, April 2013
Figure 66: Purchase of cookware, by target clusters, April 2013
Figure 67: Purchase of bakeware and cutlery, by target clusters, April 2013
Figure 68: Reasons for purchase of cookware/bakeware, by target clusters, April 2013
Figure 69: Very important attribute for cookware and bakeware, by target clusters, April 2013
Figure 70: Strongly agree with attitudes toward cookware and cooking, by target clusters, April 2013
Cluster demographic tables
Figure 71: Target clusters, by demographic, April 2013
Cluster methodology
CUSTOM CONSUMER GROUPS
Gender and presence of children younger than 18
Kids at home have greater impact on men’s purchases than women’s
Figure 72: Purchase of cookware, by gender and presence of children in household, April 2013
Figure 73: Purchase of bakeware and cutlery, by gender and presence of children in household, April 2013
Women, with or without kids, more likely to place importance on attributes
Figure 74: Very important attribute for cookware and bakeware, by gender and presence of children in household, April 2013
Women with kids appreciate social and emotional aspects of home cooking
Figure 75: Strongly agree with attitudes toward cookware and cooking, by gender and presence of children in household, April 2013
APPENDIX – BEHAVIORS AND ATTITUDES DEFINE SIX TYPES OF COOKS
Figure 76: Cooking frequency, attitude, and skill level, by cooking segments, April 2013
Cooking segment demographics
Figure 77: Cooking segments, by gender and age, April 2013
Figure 78: Cooking segments, by household income, April 2013
Figure 79: Cooking segments, by household size, April 2013
Figure 80: Cooking segments, by race/Hispanic origin, April 2013
APPENDIX – COOKING FREQUENCY, ATTITUDE, AND SKILL LEVEL
Figure 81: Cooking frequency, attitude, and skill level, by gender and age, April 2013
Figure 82: Cooking frequency, attitude, and skill level, by household income, April 2013
Figure 83: Cooking frequency, attitude, and skill level, by household size, April 2013
Figure 84: Cooking frequency, attitude, and skill level, by race/Hispanic origin, April 2013
APPENDIX – OTHER USEFUL CONSUMER TABLES
Purchase of cookware
Figure 85: Purchase of cookware, by household size, April 2013
Purchase of bakeware and cutlery
Figure 86: Purchase of bakeware and cutlery, by household income, April 2013
Reasons for purchase of cookware and bakeware
Figure 87: Reasons for purchase of cookware/bakeware, by household income, April 2013
Figure 88: Reasons for purchase of cookware/bakeware, by household size, April 2013
Attribute importance for cookware and bakeware
Figure 89: Very important attribute for cookware and bakeware, by household income, April 2013
Figure 90: Very important attribute for cookware and bakeware, by household size, April 2013
Attitudes toward cookware and cooking
Figure 91: Strongly agree with attitudes toward cookware and cooking, by household income, April 2013
Figure 92: Strongly agree with attitudes toward cookware and cooking, by household size, April 2013
APPENDIX – SOCIAL MEDIA
Brand usage or awareness
Figure 93: Brand usage or awareness, April 2013
Figure 94: Le Creuset usage or awareness, by demographics, April 2013
Figure 95: Cuisinart usage or awareness, by demographics, April 2013
Figure 96: T-Fal usage or awareness, by demographics, April 2013
Figure 97: Calphalon usage or awareness, by demographics, April 2013
Figure 98: All-Clad usage or awareness, by demographics, April 2013
Figure 99: Korin Knives usage or awareness, by demographics, April 2013
Activities done
Figure 100: Activities done, April 2013
Figure 101: Le Creuset – Activities done, by demographics, April 2013
Figure 102: Cuisinart – Activities done, by demographics, April 2013
Figure 103: T-Fal – Activities done, by demographics, April 2013
Figure 104: Calphalon – Activities Done, by demographics, April 2013
Online conversations
Figure 105: Online conversations on selected cookware brands, May 3-June 2, 2013
Figure 106: Online conversations on selected cookware brands, by day, May 3-June 2, 2013
Figure 107: Online conversations on selected cookware brands, by page type, May 3-June 2, 2013
Figure 108: Types of conversations around selected cookware brands, May 3-June 2, 2013
Figure 109: Types of conversations around selected cookware brands, by day, May 3-June 2, 2013
Figure 110: Types of conversations around selected cookware brands, by page type, May 3-June 2, 2013
APPENDIX – TRADE ORGANIZATIONS

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