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Research Outline
Prepared for Jenni | Delivered October 9, 2019
US Cookware Market
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Goals
To understand the customer demographics in the cookware market in the United States.
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Early Findings
Cookware Market Size
The International Housewares Association/Cookware Manufacturers Association webinar found that
90% of consumers
will replace their cookware within a decade. That means
more than 1.2 million
of the
121 million U.S. households
likely will replace their cookware each year.
The retail sales in the non-stick cookware segment amounted to
$1.41 billion
in 2018.
The US cookware market amounted to
$4.5 billion
in 2013 with the volume of
78 million units
.
T
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US
b
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a
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market amounted to
$886 million
in 2013 with the volume of
58 million units
.
Categories of Cookware
Categories in the cookware market
in the US include cooking sets, fry pans/saute pans/skillets, and sauce pans.
"US kitchen and cookware stores already account for
$15.2 billion
in annual sales, and that’s just from specialized stores like Williams Sonoma and Sur La Table, not mass-market retailers like Macy’s or Bed Bath & Beyond. The result has been a surge in saucepan sales."
"Several cookware lines have appeared on the market in recent years that market themselves as “
green
.”
As per predictions in 2018,
73.2%
of US consumers will purchase fry pan,
54.2%
saucepan,
38.1%
8-piece cookware set, while
34.6%
will purchase stockpot/soup pot.
Demographics of Cookware Consumers
"Millennials are beginning to settle down, establish homes, and
increasingly invest
in kitchen goods, but at the same time, baby boomers are beginning to downsize and are happy to unload a pantry full of scratched-up pans in favor of
something new.
On top of that, both generations are cooking more to respond to health concerns, he said, leading to a market that hasn’t seen such an uptick in sales since the 1970s."
Cookware Sales Channel
18%
of cookware sales are now made online as compared to
14%
in 2015.
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