WHAT’S COOKING… UPDATING TRENDS AND
TECHNIQUES IN COOKWARE AND BAKEWARE
AN IHA WEBINAR—OCTOBER 24, 2012
OUR SECOND WEBINAR FOR IHA
AN IHA WEBINAR—OCTOBER 24, 2012
ON THE WEBINAR TODAY…
Hugh J. Rushing
Executive Vice President
Cookware Manufacturers Association
AN IHA WEBINAR—OCTOBER 24, 2012
• 14 years as a manufacturer
• 21 years with the CMA as executive vice president
• 12 years as adjunct professor of marketing and management,
University of Alabama/Birmingham
• Youthful experience in retail
AN IHA WEBINAR—OCTOBER 24, 2012
THE MAGIC PAN…
By Dolores Hycock
AN IHA WEBINAR—OCTOBER 24, 2012
In a word:
THE CMA’S MISSION & PUBLICS
The Cookware Manufacturers Association promotes
the optimal and appropriate
design, manufacture, sale, use and servicing of
cookware and bakeware through quality standards
development, information sharing, education, and
impartial communication to members of the
association, their trade partners and to consumers.
CMA’S 26 MEMBERS
PRODUCE BRANDED
COOKWARE
SOME BRANDS YOU KNOW…
A complete list at:
www.cookware.org/membership.php
THE RESULTS PLEASE….
• CMA has gathered and reported
statistics for more than 80 years.
• CMA members report their shipments
and CMA also monitors each and
every import record for cookware and
bakeware.
• Statistics represent shipments to all
portions of the market, not a single or
a few channels of distribution.
FOR FULL YEAR 2011
Aluminum cookware $807 million
4.6% over 2010 shipments
FOR FULL YEAR 2011
Aluminum cookware 1.003 billion
up 4.6% over 2009 shipments
Stainless steel cookware $624 million
up 29% over 2010 shipments
FOR FULL YEAR 2011
Aluminum cookware 1.003 billion
*up 4.6% over 2010 shipments
Stainless steel cookware $534 million
*up 29% over 2010 shipments
Cast iron/POS/Copper $387 million
up 18% over 2010
FOR FULL YEAR 2011
Aluminum cookware 1.003 billion
*up 4.6% over 2010 shipments
Stainless steel cookware $534 million
*up 29% over 2010 shipments
Cast iron/pos/copper $426 million
up 18% over 2010
Bakeware (metal) $396 million
up 20% over 2010
FOR FULL YEAR 2011
Aluminum cookware 1.003 billion
*up 4.6% over 2010 shipments
Stainless steel cookware $534 million
*up 29% over 2010 shipments
Cast iron/pos/copper $426 million
up 18% over 2010
Bakeware (metal) $464 million
up 20% over 2010
Kitchenware $612 million
up 13% over 2010
FOR FULL YEAR 2011
Aluminum cookware 807 billion
*up 4.6% over 2010 shipments
Stainless steel cookware $534 million
*up 29% over 2010 shipments
Cast iron/pos/copper $426 million
up 18% over 2010
Bakeware (metal) $464 million
up 20% over 2010
Kitchenware $572 million
up 13% over 2010
Tea Kettles $43 million
up 17% over 2010
Interestingly…
Private label and imported cookware
shipments increased 33% in 2011 over
2010 as retailers restocked, particularly
with house brands.
Much of this increase was due to
restocking due to very low level
inventory following 2010’s holiday
season.
So far in 2012…
Branded shipments are down slightly
through eight months of 2012. Not
suprising, considering 2011.
Large retailers are cautious. Election
year traditionally breeds caution in
consumers and retailers alike.
Opportunities for fast moving
independents.
Be alert. Could be a busy
November/December with season later
than usual.
Specific consumer preferences
Aluminum cookware
Specific consumer preferences
Aluminum cookware
• Anodized 38% of $ business
• Colored exterior 56% of $
• Polished exterior 6%
• Nonstick roughly 80% of $ and
90% of units
Specific consumer preferences
Aluminum cookware
• Anodized 38% of $ business
• Colored exterior 56% of $
• Polished exterior 6%
• Nonstick roughly 80% of $ and
90% of units
FACT: Majority of consumers cannot identify the metal used in
cookware (other than cast iron). Polished pans are all “stainless
steel” to consumers.
Specific consumer preferences
Stainless Steel cookware
Specific consumer preferences
Stainless Steel cookware
• Multi-ply (3 to 9 ply) 66% $
but 40% of units…
• Fabricated bottom 32% of $
but 58% of units…
• Single wall 2% of $
FACT: Well built fabricated bottom stainless units can perform as
well as tri-ply/multi-ply units do.
Specific consumer preferences
Bakeware -Evenly split between metallic
and glass as materials
FACT: Demand for silicone bakeware generally has fallen off
dramatically in the past two years.
Specific consumer preferences
Bakeware -Evenly split between metallic
and glass as materials
Popularity of items by rank:
1. Cakepans
2. Cookie sheets
3. Meat/roasters
4. Muffin pans
5. Loaf pans
6. Pie pans
Where do consumers shop?
For Cookware
1. Mass merchants including clubs: 33%
(down a bit from year earlier)
1. Big Box including outlet & gourmet 20%
2. Traditional Department stores 13%
(up a bit from year earlier)
3. Moderate Department Stores 14%
4. Odd markets/military/direct sales 3%
5. Internet merchants 7% (up 2%)
6. Outliers: grocery/drug/television
Where do consumers shop?
For Bakeware
1. Mass merchants including clubs: 42%
2. Big Box including outlet & gourmet 20%
3. National moderate department 13%
4. Grocery/Drug 6%
5. Traditional department stores 3%
6. Internet 8.5%
More traditional and older consumers buying bakeware
Demand factors based on 80
years of statistical correlations
1. New household formation: marriage, divorce,
graduation. Fairly steady year-to-year.
Demand factors based on 80
years of statistical correlations
1. New household formation: marriage, divorce,
graduation.
2. New home construction
Demand factors based on 80
years of statistical correlations
1. New household formation: marriage, divorce,
graduation.
2. New home construction
3. Substantial remodeling, particularly of
kitchen/eating area
Demand factors based on 80
years of statistical correlations
1. New household formation: marriage, divorce,
graduation.
2. New home construction
3. Substantial remodeling, particularly of
kitchen/eating area
4. General economic uncertainties
Demand factors based on 80
years of statistical correlations
1. New household formation: marriage, divorce,
graduation.
2. New home construction
3. Substantial remodeling, particularly of
kitchen/eating area
4. General economic uncertainties
5. The more entertaining the consumer does, the
more likely they are to buy/expand and use
cookware/bakeware in the home. A social product.
Demand factors based on 80
years of statistical correlations
1. New household formation: marriage, divorce,
graduation.
2. New home construction
3. Substantial remodeling, particularly of
kitchen/eating area
4. General economic uncertainties
5. The more entertaining the consumer does, the
more likely they are to buy/expand and use
cookware/bakeware in the home. A social product.
6. Cookware demand negatively correlated with
restaurant visits.
Consumer preferences should drive
Retailing Strategies
1. They want to feel the product
(we know..then they want one in the box!)
Consumer preferences and Retailing
Strategies
1. They want to feel the product.
Strategy: Display cookware outside of the box so
consumer can heft and feel
Consumer preferences and Retailing
Strategies
1. They want to feel the product
2. They seek information
Consumer preferences and Retailing
Strategies
1. They want to feel the product
2. They seek information
Strategy: Utilize educational materials to help train sales
staff to prompt for and answer questions.
Resource: www.cookware.org/tools_introduction.php
Consumer preferences and Retailing
Strategies
1. They want to feel the product
2. They seek information
3. They seek affirmation
Consumer preferences and Retailing
Strategies
1. They want to feel the product
2. They seek information
3. They seek affirmation
Strategy: Seek to build consumers confidence that
good cooking is a combination of the right tools
and fresh food along with simple techniques and
instructions. Retailers have all three!
Advances in materials and
coatings
1. Non-stick coatings are better than ever
Advances in materials and
coatings
1. Non-stick coatings are better than ever
Longer lasting
Advances in materials and
coatings
1. Non-stick coatings are better than ever
Longer lasting
More scratch and heat resistance
Advances in materials and coatings
1. Non-stick coatings are better than ever
Longer lasting
More scratch and heat resistance
Concerns about PFOA don’t penetrate
“Ceramic non-sticks” are a mixed bag
Look for some potentially revolutionary
coatings that may be ready for market in
2013!
Advances in materials and coatings
1. Non-stick coatings are better than ever
2. Quality of manufacturing has increased
Advances in materials and coatings
1. Non-stick coatings are better than ever
2. Quality of manufacturing has increased
Value equation has increased
Advances in materials and coatings
1. Non-stick coatings are better than ever
2. Quality of manufacturing has increased
Value equation has increased
More options than ever
Advances in materials and coatings
1. Non-stick coatings are better than ever
2. Quality of manufacturing has increased
Value equation has increased
More options than ever
More manufacturers have taken niche
positions. Specialized products
Advances in materials and coatings
1. Non-stick coatings are better than ever
2. Quality of manufacturing has increased
3. High fashion melds with utility
Advances in materials and coatings
1. Non-stick coatings are better than ever
2. Quality of manufacturing has increased
3. High fashion melds with utility
The art of the handle
Color both durable and beautiful
The pan as “art” New vs. Old
Looking to the future….
1. More sophisticated alternatives in non-stick
Looking to the future….
1. More sophisticated alternatives in non-stick
2. More US-made product as manufacturers return to
domestic manufacturing
and more European
manufacturers entering US market
Looking to the future….
1. More sophisticated alternatives in non-stick
2. More US-made product as manufacturers return to
domestic manufacturing
3. Wider array of world-wide quality brands in US.
Particularly from the EU
Looking to the future….
1. More sophisticated alternatives in non-stick.
2. More US-made product as manufacturers return to
domestic manufacturing.
3. Wider array of world-wide quality brands in US.
4. More non-comparable offerings available due to
flexible and lean manufacturing.
Resources from the CMA
• www. Cookware.org
Resources from the CMA
• www. Cookware.org
• Blog: www.cookwareandbakeware.org
.
Resources from the CMA
• www. Cookware.org
• Blog: www.cookwareandbakeware.org
• “Ask the Experts” for consumers from website via
www.cookware.org/form_contacts.php
Resources from the CMA
• Website: www. Cookware.org
• Blog: www.cookwareandbakeware.org
• “Ask the Experts” for consumers from website via
email—we answer retailers & consumers
• Guide to Cookware available
Resources from the CMA
• Website: www. Cookware.org
• Blog: www.cookwareandbakeware.org
• “Ask the Experts” for consumers from website via
email—we answer retailers & consumers
• Guide to Cookware
• iPhone app—Find My Cookware & Bakeware
Resources from the CMA
• www. Cookware.org
• Blog: www.cookwareandbakeware.org
• “Ask the Experts” for consumers from website via
email—we answer retailers & consumers
• Guide to Cookware
• iPhone app—Find My Cookware & Bakeware
• Seminars and training
• Meet us at trade shows—IHA, Ambiente, etc.
CMA’s Partnership with NSF
• Protocols developed with CMA help
CMA’s Partnership with NSF
• Protocols developed with CMA help
• Standardization of testing battery
CMA’s Partnership with NSF
• Protocols developed with CMA help
• Standardization of testing battery
• Provides assurance for retailers
CMA’s Partnership with NSF
•
•
•
•
Protocols developed with CMA help
Standardization of testing battery
Provides assurance for retailers
Importantly: Reduces cycle time for retailer
CMA’s Partnership with NSF
•
•
•
•
•
Protocols developed with CMA help
Standardization of testing battery
Provides assurance for retailers
Importantly: Reduces cycle time for retailer
Importantly: Will reduce costs for manufacturer,
retailer and ultimately the consumer
TIME FOR QUESTIONS?