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US Cookware and Bakeware Market Snapshot 2013

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The US Cookware and Bakeware Market Snapshot 2013 includes market size and growth trends and annual purchase incidence. The report is published by A.J. Riedel, Sr. Partner of Riedel Marketing Group, and is based on proprietary online consumer research and data from the Cookware Manufacturers Association.

US Cookware and Bakeware Market Snapshot 2013

  1. 1. US Cookware and Bakeware Market Snapshot 2013 Published June 2013
  2. 2. 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
  3. 3. Cookware includes cookware sets, fry pans/ sauté pans/skillets (pans), and sauce pans (pots). 3 2013 US Cookware and Bakeware Market Snapshot
  4. 4. Bakeware includes metal, glass, and ceramic. 4 2013 US Cookware and Bakeware Market Snapshot
  5. 5. 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. 5 2013 US Cookware and Bakeware Market Snapshot 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 Bakeware Cookware 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 Bakeware Cookware $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
  6. 6. Bakeware grew at an average rate of 4.3% and cookware grew at an average rate of 2.7% from 2003 to 2012. 6 2013 US Cookware and Bakeware Market Snapshot 196 179 198 214 234 252 277 305 323 300 0 50 100 150 200 250 300 350 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 CMA U.S. Bakeware Shipments 2003-2012 (000s) 837 796 809 960 986 991 1013 1087 1113 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
  7. 7. 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. 7 2013 US Cookware and Bakeware Market Snapshot 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 Fry Pans/Sauté Pans/Skillets Total Cookware Cookware Retail Dollar Sales (in millions) Source: Riedel Marketing Group online survey May 2013 58% of unit volume 29% of retail dollars 30% of unit volume 66% of retail dollars
  8. 8. 12 piece cookware sets are the most popular size of set. 8 2013 US Cookware and Bakeware Market Snapshot 17% 17% 17% 17% 31% 0% 5% 10% 15% 20% 25% 30% 35% 2 3 6 9 12 Number of Pieces in Cookware Set Source: Riedel Marketing Group online survey May 2013
  9. 9. 32% of US households purchased bakeware and 45% bought cookware in the past year. 9 2013 US Cookware and Bakeware Market Snapshot Source: Riedel Marketing Group online survey May 2013 34% 22% 8% 45% 32% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Fry Pans/Sauté Pans/Skillets Cookware Sets Sauce Pans Total cookware Bakeware Past Year Purchase
  10. 10. 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). 10 2013 US Cookware and Bakeware Market Snapshot Category HFN 2007 Market Size Estimate Riedel Marketing Group 2003 Market Size Estimate Flatware $809MM $988MM Dinnerware $1,971MM $1,589MM
  11. 11. 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). 11 2013 US Cookware and Bakeware Market Snapshot
  12. 12. 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. 12 2013 US Cookware and Bakeware Market Snapshot
  13. 13. Riedel Marketing Group Contact Information  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 13 2013 US Cookware and Bakeware Market Snapshot
  • Aquarian

    May. 23, 2021
  • carolinago09

    Jun. 19, 2016

The US Cookware and Bakeware Market Snapshot 2013 includes market size and growth trends and annual purchase incidence. The report is published by A.J. Riedel, Sr. Partner of Riedel Marketing Group, and is based on proprietary online consumer research and data from the Cookware Manufacturers Association.

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