Albany, NY -- (SBWIRE) -- 07/25/2013 -- 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.

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Table of Content

Scope and Themes
What you need to know
Definition
Segmentation definitions and overview
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

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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

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