US Cookware and Bakeware Market Snapshot 2013

US Cookware and Bakeware Market Snapshot 2013

Published June 2013

Background

The US Cookware and Bakeware Market Snapshot 2013 is based on

proprietary online consumer research and data from the Cookware

Manufacturers Association.

300 U.S. general population households were surveyed about their

cookware and bakeware purchase patterns in May 2013.

Market size is calculated using past year purchase data including annual

purchase incidence, number of purchase occasions per year, number of

items purchased per purchase occasion, and price paid per item. This

methodology offers a sound alternative to market size estimates that are

based on manufacturer reported data or extrapolations of retail store sales

tracking data. (See appendix for detailed explanation of methodology.)

2 2013 US Cookware and Bakeware Market Snapshot

Cookware includes cookware sets, fry pans/ sauté pans/skillets (pans), and sauce pans (pots).


Bakeware includes metal, glass, and ceramic.


The US cookware market is $4.5 billion in retail dollar sales on volume of 78 million units. The bakeware

market is $886 million in retail dollar sales on volume of 58 million units.


0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

70,000,000

80,000,000

BakewareCookware

58,630,656

78,495,648

Market Size in Units

$0

$500,000,000

$1,000,000,000

$1,500,000,000

$2,000,000,000

$2,500,000,000

$3,000,000,000

$3,500,000,000

$4,000,000,000

$4,500,000,000

$5,000,000,000

BakewareCookware

$866,541,221

$4,509,684,437.14

Market Size in Retail Sales

Cookware category includes: cooking sets, fry pans/saute pans/skillets and sauce pans.

Bakeware category includes: metal, glass, ceramic, and silicone.

Source: Riedel Marketing Group online survey May 2013

Cookware is 4

times as large

as bakeware

Bakeware grew at an average rate of 4.3% and cookware grew at an average rate of 2.7% from 2003 to 2012.


196

179

198214

234

252

277

305

323

300

0

50

100

150

200

250

300

350

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

CMA U.S. Bakeware Shipments2003-2012

(000s)

837796 809

960986 991 1013

10871113 1090

0

200

400

600

800

1000

1200

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

CMA U.S. Cookware Shipments 2003-2012

(000s)

CAGR: 4.3% CAGR: 2.7%

Source: Cookware Manufacturers Association (CMA) US Industry Shipment report

http://www.cookware.org/statistics.php

Fry and sauté pans/skillets is the largest product segment in unit volume; the cookware set segment is the

largest segment in retail dollar sales.


9.3

23.3

45.9

78.5

0.0 20.0 40.0 60.0 80.0 100.0

Sauce Pans

Cookware Sets

Fry Pans/Sauté Pans/Skillets

Total Cookware

Cookware Unit Volume(in millions)

$244.1

$2,956.8

$1,308.8

$4,509.7

$0.0$1,000.0$2,000.0$3,000.0$4,000.0$5,000.0

Sauce Pans

Cookware Sets


Total Cookware

Cookware Retail Dollar Sales(in millions)


58% of unit volume

29% of retail dollars

30% of unit volume

66% of retail dollars

12 piece cookware sets are the most popular size of set.


17%

17%

17%

17%

31%

0% 5% 10% 15% 20% 25% 30% 35%

2

3

6

9

12

Number of Pieces in Cookware Set


32% of US households purchased bakeware and 45% bought cookware in the past year.



34%

22%

8%

45%

32%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%


Cookware Sets

Sauce Pans

Total cookware

Bakeware

Past Year Purchase

Appendix: Methodology for Estimating Market Size Using Consumer Data

300 U.S. general population households were surveyed about their household cleaning tool

purchase patterns.

Respondents were asked if they had purchased any household cleaning tools in the past year.

For each item that they purchased, respondents were asked three questions: 1) How often did they

purchase this type of item in the past year/quarter, 2) how many did they buy on each purchase

occasion, 3) how much did they pay for each item.

This survey yielded four data points for each product segment: 1) Annual purchase incidence, 2)

average number of purchase occasions per year, 3) average number of items purchased per

purchase occasion, and 4) average price paid per item. These data points were used to calculate

market size using the following formula: ((Annual purchase incidence X total # of U.S. households)

X (# purchase occasions per year X number of items purchased per purchase occasion)) X amount

paid per item = Market Size.

The sample was obtained from Survey Monkey Audience. Survey Monkey Audience recruits from

the diverse population of 30+ million people who complete SurveyMonkey surveys every month.

Several years ago, to prove that the methodology was valid, I calculated market size for the

dinnerware and flatware categories using consumer purchase data and compared it to the 2007

data published by HFN magazine (which seems to be widely accepted by manufacturers as being

reasonably accurate).


CategoryHFN 2007 Market

Size Estimate

Riedel Marketing Group

2003 Market Size Estimate

Flatware $809MM $988MM

Dinnerware $1,971MM $1,589MM

About Riedel Marketing Group

For over 22 years, Riedel Marketing Group (RMG) has been providing housewares

companies with market and consumer data and insight that helps them make informed

product and marketing decisions with confidence. Housewares manufacturers, ranging

from large Fortune 500 corporations to smaller privately owned companies, seek our

expertise. Past and current clients include Cuisinart, Jarden, Newell Rubbermaid,

Progressive International, Chef’N, Jokari, Dexas, Bradshaw International, and the

International Housewares Manufacturers Association (IHA).

Specializes Exclusively In Housewares: RMG is the only market research

company that specializes exclusively in the housewares industry.

Knowledgeable about Housewares Industry: I understand market dynamics,

channels of distribution, consumers, history and trends, and marketing issues.

Expertise in Research and Analysis: I have extensive experience with online

surveys, product concept tests, market and competitive assessments, and home-use

tests.

Actionable Insight: I answer not just the “what” questions but also the “so what”

(what are the ramifications of the data) and “now what” (what do we do as a result of this

study) questions.

Proprietary Consumer Panel: RMG is the only market research company with a

proprietary housewares-focused Market Research Online Community (MROC).


About the Author

A.J. Riedel, Senior Partner of Riedel Marketing Group

(RMG), is a highly regarded marketing authority in the

housewares industry, the top forecaster of

housewares trends, and an advisor to many

housewares companies. A.J. Riedel has 24 years of

experience and an excellent track record in the

housewares industry. Her knowledge and

understanding encompasses market dynamics,

channels of distribution, housewares consumers, and

trends impacting the industry, and marketing issues in

the housewares industry.


Riedel Marketing Group Contact Information

602-840-4948

5327 E. Pinchot Ave., Phoenix AZ 85018

[email protected]

www.4rmg.com

www.twitter.com/AJRat4RMG

http://www.linkedin.com/company/riedel-marketing-group


mailto:[email protected]

http://www.4rmg.com/

http://www.twitter.com/AJRat4RMG

http://www.linkedin.com/company/riedel-marketing-group

Data & Analytics

US Cookware and Bakeware Market Snapshot 2013