SUMMARY OF FINDINGS
2nd QUARTER 2014
Riedel Marketing
Group
Riedel Marketing
Group
COOKWARE MARKET TRACKER
Table of Contents
PURCHASE INCIDENCE
Percent of primary grocer shoppers in U.S. who purchased cookware for their
use or to give as a gift
WHAT THEY BOUGHT
Average number of cookware items purchased by a single household
Other food prep categories purchased in addition to cookware
Type of cookware purchased
Material/fabrication of cookware purchased
Coating of cookware purchased
Type of nonstick cookware purchased
Price paid
Brand recall
Brand of cookware purchased
WHY THEY BOUGHT
Reason for purchase
Reason for cookware purchase for self
Reason for selecting the item they selected
HOW AND WHEN THEY MADE THE PURCHASE DECISION
Whether the purchase was planned or impulse
When the decision on the specific brand and item was made
WHERE THEY BOUGHT
Where cookware purchased (retail or online)
Retail channels where cookware was purchased
Retail stores where cookware was purchased
Online etailers/web sites where cookware was purchased
2
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COOKWARE MARKET TRACKER
About the Author
A.J. Riedel
Senior Partner of Riedel Marketing Group
A 25 year industry veteran, A.J. is a highly regarded marketing
authority in the housewares industry. A.J. helps housewares
executives avoid making costly product and marketing mistakes so
they can accomplish their business objectives, make their numbers,
and maybe even get promoted. When clients are having trouble
making product, packaging, or marketing decisions because they
don’t have enough information, she provides the market intelligence
and consumer insight they need to make an informed decision.
She’s been helping executives make better decisions at Cuisinart,
Jarden, DKB, Bradshaw, Progressive, Chef’N, and many other
housewares companies for over 22 years.
3
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COOKWARE MARKET TRACKER
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).
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4
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).
© Riedel Marketing Group 2014
COOKWARE MARKET TRACKER
Methodology

Online surveys were conducted with primary grocery shoppers in the
U.S. in April (April 9 -12); July (July 29 - 31); and October (Oct. 3 - 6).
The primary grocer shopper is the person in the household who is
responsible for purchasing more than 50% of the household's groceries.
The research is conducted with primary grocery shoppers because they
are typically the primary shopper for housewares products in addition to
grocery products and are also likely to be the person responsible for
food preparation for the household.
This does NOT mean that the survey respondents who purchased
cookware in the third quarter bought them from a grocery store.
Respondents were screened based on past quarter purchase behavior.
They had to have purchased cookware, bakeware, and/or kitchen tools
or gadgets either for themselves/their household or to give as a gift in
the previous quarter.
The base for most of the bar charts is the number of respondents who
answered the battery of questions about the first and second cookware
items they purchased in Q3.
In the cases where the base (N) is different, the definition of the base is
shown in the title of the bar or pie chart.
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Q1
Q2
Q3
1,467
1,072
1,141
# of respondents who purchased cookware
351
374
378
# of respondents who purchased 1 or 2
cookware items
421
386
340
Total Sample Size
5
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COOKWARE MARKET TRACKER
Definitions of Types of Cookware
The question about cookware type included images to
visually depict the different kinds of cookware within each
product type.
Cookware Sets
Fry & saute pans,
skillets, Chef's
pans, braziers,
grill pans, woks
Sauce pans,
sauciers, stockpots,
Dutch ovens,
double broilers,
multi-pots, pasta
cookers
All other
cookware
6
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COOKWARE MARKET TRACKER
35% of primary grocery shoppers in the U.S. purchased
cookware in the 2nd quarter of 2014, up from 24% in the
1st quarter.
Did you purchase any cookware either for yourself/your household or to give as a gift
in the previous quarter of this year? N = 1072
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2014 Q1
2014 Q2
2014 Q3
2014 Q4
No
76%
65%
0%
0%
Yes
24%
35%
0%
0%
7
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COOKWARE MARKET TRACKER
Three quarters of cookware purchasers also bought
bakeware and/or kitchen gadgets in 2nd quarter. The same
was true with cookware purchasers who bought in the 1st
quarter.
What did you purchase?
N = 374
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2014 Q1
2014 Q2
2014 Q3
2014 Q4
32%
26%
0%
0%
Cookware and bakeware
7%
13%
0%
0%
Cookware and kitchen tools/gadgets
36%
35%
0%
0%
Cookware
25%
26%
0%
0%
Cookware, bakeware, and kitchen tools /
gadgets
8
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COOKWARE MARKET TRACKER
Two thirds of cookware purchasers purchased more
than one cookware item in 2nd quarter. The same was
true in 1st quarter.
In total, how many cookware items did you purchase during the previous quarter of this
year?
N = 374
100%
Average # of items:
Q1: 2.5
Q2: 2.6
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2014 Q1
2014 Q2
2014 Q3
2014 Q4
5 or more
12%
17%
0%
0%
4
13%
11%
0%
0%
3
20%
19%
0%
0%
2
22%
23%
0%
0%
1
32%
31%
0%
0%
9
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COOKWARE MARKET TRACKER
In total, fry & sauté pans, skillets, Chef's pans, braziers, grill
pans, and woks accounted for more than one third of the
cookware purchased in Q1 and Q2.
What type of cookware did you purchase?
N = 386
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2014 Q1
2014 Q2
2014 Q3
2014 Q4
Fry & saute pans, skillets, Chef's pans,
braziers, grill pans, woks
38%
35%
0
0
All other cookware
31%
34%
0
0
Sauce pans, sauciers, stockpots, Dutch
ovens, double broilers, multi-pots, pasta
cookers
17%
16%
0
0
Cookware sets
14%
15%
0
0
10
Total Year
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COOKWARE MARKET TRACKER
The most popular set size was 6 to 9 pieces, same as in Q1.
What type of cookware did you purchase?
N = 386
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2014 Q1
2014 Q2
2014 Q3
2014 Q4
Pots, Pans, and All Other
86%
85%
0%
0%
Cookware sets
14%
15%
0%
0%
What type of cookware did you purchase?
N = 56
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
11
2014 Q1
2014 Q2
2014 Q3
2014 Q4
12+
20%
20%
0%
0%
10-11
16%
18%
0%
0%
6-9
34%
38%
0%
0%
3-5
19%
13%
0%
0%
1-2
11%
13%
0%
0%
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COOKWARE MARKET TRACKER
Stainless steel cookware accounted for 35% of all
cookware purchases in both the 1st and 2nd quarters.
What material was the cookware made of?
Excludes "don't know" answers
N = 293
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
12
2014 Q1
2014 Q2
2014 Q3
2014 Q4
Stainless steel
34%
34%
0%
0%
Clad, Multi-ply, or Tri-ply (2 or more
layers of metal)
14%
21%
0%
0%
Aluminum
16%
12%
0%
0%
Hard anodized aluminum
12%
10%
0%
0%
Cast iron
10%
10%
0%
0%
Enameled cast iron
8%
9%
0%
0%
Other
6%
4%
0%
0%
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COOKWARE MARKET TRACKER
More than 70% of the aluminum, clad, and other metal
cookware purchased in Q1 and Q2 was coated; the majority
of the coated cookware had traditional non-stick coating.
Was the cookware coated or uncoated?
N= 184
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2014 Q1
2014 Q2
2014 Q3
2014 Q4
Uncoated
29%
23%
0%
0%
Coated/non-stick
71%
77%
0%
0%
What type of non-stick coating does the cookware have?
Coated cookware only
Excludes "don't know" answers
N = 114
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2014 Q1
2014 Q2
2014 Q3
2014 Q4
Traditional non-stick such as Teflon
67%
73%
0%
0%
Ceramic non-stick
33%
27%
0%
0%
13
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COOKWARE MARKET TRACKER
41% of the cookware purchased in Q2 was priced at $50 or
more, up from 31% in Q1.
How much did you pay?
(Among respondents who remembered what they paid)
N= 210
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2014 Q1
2014 Q2
2014 Q3
2014 Q4
$100 or more
16%
19%
0%
0%
$50 - $99
15%
22%
0%
0%
$30 - $49
23%
16%
0%
0%
$20 - $29
21%
20%
0%
0%
Less than $19
25%
24%
0%
0%
14
© Riedel Marketing Group 2014
COOKWARE MARKET TRACKER
In Q2, the average price paid for a cookware set was
$147.81, up from $131.11 in Q1. The average price for
open-stock was about the same in Q1 and Q2.
Average Price Paid By Product Type
2014 Q1 2014 Q2 2014 Q3 2014 Q4
Cookware sets $ 131.11 $ 147.81 #DIV/0! #DIV/0!
N=
46
32
Sauce pans, sauciers,
stockpots, Dutch ovens,
$ 49.58 $ 54.17 $
double broilers, multipots, pasta cookers
N=
50
77
Average of All-Non Sets $
15
130
62
47.67 $
47.09 $
0
$
-
0
-
35
Fry & saute pans,
skillets, Chef's pans, $ 50.68 $ 50.92 $
braziers, grill pans, woks
N=
-
23
All other cookware $ 41.34 $ 35.66 $
N=
0
0
$
-
0
-
0
$
-
0
-
0
$
-
© Riedel Marketing Group 2014
COOKWARE MARKET TRACKER
In Q2, almost 60% of cookware purchasers didn’t remember
what brand of bakeware they purchased, up from half in Q1.
Do you remember the brand of cookware?
N = 374
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
16
2014 Q1
2014 Q2
2014 Q3
2014 Q4
No
49%
56%
0%
0%
Yes
51%
44%
0%
0%
© Riedel Marketing Group 2014
COOKWARE MARKET TRACKER
Similar to 1st quarter, the vast majority of the cookware
purchased in 2nd quarter was cookware that
respondents purchased for themselves.
Did you buy for yourself or to give as a gift?
N= 374
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2014 Q1
2014 Q2
2014 Q3
2014 Q4
For myself
86%
84%
0%
0%
To give as a gift
12%
14%
0%
0%
Other
2%
2%
0%
0%
17
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COOKWARE MARKET TRACKER
30% of the cookware items purchased in Q1 and Q2
were replacements for old cookware that was stained,
dirty, warped, or broken.
Why did you purchase a new cookware item for yourself?
(Among respondents who purchased cookware for themselves)
N = 313
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2014 Q1
2014 Q2
2014 Q3
2014 Q4
Old cookware was stained, dirty or warped
31%
30%
0%
0%
First one, did not have one previously
23%
17%
0%
0%
Needed a bigger or smaller size
15%
15%
0%
0%
Needed an additional one
14%
13%
0%
0%
Other
6%
7%
0%
0%
Needed a specific type of cookware for a
new recipe or cooking technique
0%
6%
0%
0%
Wanted to replace my non-stick cookware
with uncoated cookware
0%
6%
0%
0%
Old cookware didn’t have the features the
new ones have
10%
4%
0%
0%
Needed cookware that was safe to use on
an induction cooktop
0%
2%
0%
0%
18
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COOKWARE MARKET TRACKER
More than two thirds of the cookware items purchased in
Q1 and Q2 were planned purchases.
Did you go to the store planning to purchase cookware or did you buy it on
impulse when you saw cookware in the store?
N=275
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
19
2014 Q1
2014 Q2
2014 Q3
2014 Q4
I went to the store planning to
purchase cookware.
65%
69%
0%
0%
I bought it on impulse when I saw
cookware in the store.
22%
29%
0%
0%
Other
13%
1%
0%
0%
© Riedel Marketing Group 2014
COOKWARE MARKET TRACKER
When the cookware purchase was a planned purchase,
the purchaser made the final decision on the specific
brand and item after looking at the items in the store
70% of the time.
Did you make the decision on the specific brand and item before going to the store, or
while in the store after looking at the items that were available?
(Among respondents who went to the store planning to purchase cookware)
N= 190
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2014 Q1
2014 Q2
2014 Q3
2014 Q4
While in the store after looking at the
items which were available.
69%
68%
0%
0%
Before going to the store.
31%
32%
0%
0%
20
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COOKWARE MARKET TRACKER
More than half of cookware items purchased when
the final decision was made in the store were selected
because the purchaser thought that specific item was
the best value for the money.
If you made the decision while in the store after looking at the items that were available,
why did you decide to buy the specific cookware item that you did?
(Among respondent who went to the store planning to purchase a cookware)
130
N=
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2014 Q1
2014 Q2
2014 Q3
2014 Q4
It was the best value for the money.
42%
56%
0%
0%
Other
14%
6%
0%
0%
I saw it demonstrated in the store.
0%
0%
0%
0%
I saw it on display in the store.
11%
15%
0%
0%
It was on sale.
16%
8%
0%
0%
I liked how it looked.
15%
12%
0%
0%
I liked the color.
2%
0%
0%
0%
A sales associate recommended it.
1%
2%
0%
0%
Note: The question wording changed from 1st to 2nd quarter. Therefore, caution
should be exercised when comparing 1st and 2nd quarter data.
21
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COOKWARE MARKET TRACKER
More than three quarters of the cookware items
purchased in Q1 and Q2 were bought at retail stores.
Did you buy at a retail store or online?
N = 371
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
22
2014 Q1
2014 Q2
2014 Q3
2014 Q4
Retail store
77%
75%
0%
0%
Online
14%
16%
0%
0%
Other
8%
9%
0%
0%
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COOKWARE MARKET TRACKER
34% of the cookware purchased in 2nd quarter was
bought at a mass merchandiser.
From which retail store did you buy the cookware item?
Among respondents who purchased cookware from a retail store)
Categorized by channel
N = 273
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2014 Q1
2014 Q2
2014 Q3
2014 Q4
Mass/general merchandiser (i.e. WalMart,
Target, KMart, Meijer, ShopKo)
33%
34%
0%
0%
Specialty (i.e. Bed Bath & Beyond, Sur la
Table, Crate & Barrel)
17%
24%
0%
0%
Department store (i.e. Macy's, Kohls, JC
Penney)
16%
18%
0%
0%
Value discounter/off price store (i.e. Big
Lots, Ross, Marshalls, TJ Maxx)
10%
13%
0%
0%
Warehouse club
6%
4%
0%
0%
Grocery/drug
5%
3%
0%
0%
Hardware/home center
8%
2%
0%
0%
Dollar store (Family Dollar, Dollar General,
Dollar Tree)
5%
1%
0%
0%
Note: This was a new question that was added for 2nd quarter. In 1st quarter, the
data was manually computed. Therefore, caution should be exercised when
comparing 1st and 2nd quarter data.
23
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COOKWARE MARKET TRACKER
In 2nd quarter, 31% of cookware purchases were made
at Wal-Mart.
From which retail store did you buy the cookware item?
(Among respondents who purchased cookware from a retail store)
N = 140
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2014 Q1
2014 Q2
2014 Q3
2014 Q4
WalMart
20%
31%
0%
0%
Target
13%
27%
0%
0%
Macy's
9%
14%
0%
0%
Kohl's
4%
12%
0%
0%
Other
21%
9%
0%
0%
Sears
2%
3%
0%
0%
JC Penney
1%
3%
0%
0%
Bon-Ton
0%
1%
0%
0%
Other
0%
0%
0%
0%
Bed Bath & Beyond
12%
0%
0%
0%
Grocery store
3%
0%
0%
0%
TJ Maxx
5%
0%
0%
0%
Costco
4%
0%
0%
0%
Discount dept. store
0%
0%
0%
0%
Williams Sonoma
4%
0%
0%
0%
Sur La Table
2%
0%
0%
0%
Note: The question wording changed from 1st to 2nd quarter. Therefore, caution
should be exercised when comparing 1st and 2nd quarter data.
24
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COOKWARE MARKET TRACKER
DEMOGRAPHICS
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COOKWARE MARKET TRACKER
Gender
76%
Female
73%
24%
Male
27%
0%
10%
20%
30%
40%
Total
50%
60%
70%
80%
90%
Cookware
Age
32%
60 or older
29%
26%
26%
50-59
15%
16%
40-49
14%
15%
30-39
13%
18-29
15%
0%
5%
10%
15%
Total
26
20%
25%
30%
35%
Cookware
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COOKWARE MARKET TRACKER
Education
27%
Graduate degree
24%
36%
36%
Bachelor degree
11%
11%
Associate degree
19%
20%
Some college but no degree
6%
7%
High school degree or equivalent (e.g., GED)
1%
1%
Less than high school degree
0%
5%
Total
10%
15%
20%
25%
30%
35%
40%
Cookware
Household Income
18%
18%
$125,000 and up
14%
12%
$100,000 to $124,999
20%
$75,000 to $99,999
25%
25%
$50,000 to $74,999
15%
16%
$25,000 to $49,999
9%
8%
Less than $24,999
0%
5%
10%
Total
27
21%
15%
20%
25%
30%
Cookware
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COOKWARE MARKET TRACKER
Employment
15%
Other
15%
17%
Not Employed
17%
15%
Employed, working 1-39 hours per week
15%
53%
Employed, working 40 or more hours per week
53%
0%
Total
10%
20%
30%
40%
50%
60%
Cookware
Marital Status
10%
Other
12%
31%
Single, never married
28%
59%
Married
60%
0%
10%
20%
Total
28
30%
40%
50%
60%
70%
Cookware
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COOKWARE MARKET TRACKER
Household Size
7%
7%
5 or more
13%
14%
4
16%
15%
3
44%
44%
2
20%
20%
1
0%
5%
10%
15%
20%
25%
Total
30%
35%
40%
45%
50%
Cookware
Presence of Children Under 18
76%
73%
None
4%
4%
3 or more
8%
9%
2
12%
14%
1
0%
10%
20%
30%
40%
Total
29
50%
60%
70%
80%
90%
Cookware
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COOKWARE MARKET TRACKER
Ethnicity
6%
9%
Other
1%
2%
Asian
4%
5%
Spanish, Hispanic, or Latino
4%
4%
Black or African-American
85%
81%
White
0%
10%
20%
30%
Total
40%
50%
60%
70%
80%
90%
Cookware
Region
17%
Pacific
18%
9%
8%
Mountain
10%
West South Central
11%
3%
4%
East South Central
21%
21%
South Atlantic
West North Central
5%
6%
East North Central
12%
12%
Middle Atlantic
13%
7%
7%
New England
0%
5%
10%
Total
30
15%
15%
20%
25%
Cookware
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COOKWARE MARKET TRACKER
Riedel Marketing Group Contact Information
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602-840-4948
5327 E. Pinchot Ave., Phoenix AZ 85018
ajr@4rmg.com
www.4rmg.com
www.twitter.com/AJRat4RMG
http://www.linkedin.com/company/riedel-marketing-group
© Riedel Marketing Group 2014