The US kitchen tool and gadget market was valued at $8.9 billion in 2013, based on a survey of 300 households regarding their cookware and bakeware purchasing patterns. Key product segments include cooking/serving spoons, kitchen knives, and cutting boards, with the largest segment by volume being cooking/serving spoons and by sales being kitchen knives. The document outlines the methodology used to estimate market size and provides insights into consumer buying behavior within the kitchen tools and gadgets category.

1. US Kitchen Tool & Gadget Market
Snapshot 2013
Published June 2013

2. Background
 The US Kitchen Tool & Gadget Market Snapshot 2013 is based on
proprietary online consumer research.
 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 US Kitchen Tool and Gadget Market Snapshot 2013

3. US Kitchen Tool and Gadget Market Snapshot 20133
Key Kitchen Tool and Gadget Product Segments
Cooking/Serving Spoons Spatulas Peelers/Corers/Slicer
Kitchen Knives Knife Sets Cutting Boards
Food Thermometers

4. The US kitchen tool and gadget market is $8.9 billion in
retail dollar sales on volume of 537 million units.
4 US Kitchen Tool and Gadget Market Snapshot 2013
Kitchen tools and gadgets category includes: Peelers/corers, spatulas, food thermometers, cutting
boards, barbecue tools and tool sets, cooking/serving spoons, kitchen knives, and knife sets.
Source: Riedel Marketing Group online survey May 2013
0.0
100.0
200.0
300.0
400.0
500.0
600.0
Units
537.6
Market Size in Units
$0.0
$1,000.0
$2,000.0
$3,000.0
$4,000.0
$5,000.0
$6,000.0
$7,000.0
$8,000.0
$9,000.0
Dollars
$8,893.6
Market Size in Retail Dollars

5. The kitchen tool and gadget category is comprised of
dozens of product segments, none of which account
for more than 10% of category sales.
OTHER includes: Asian netted basket spoon, avocado scoop, avocado slicer, BBQ pork pulling forks, Canning tools - funnel, canning tongs, jar scraper,
chip clips, egg separator, food injector, ice cream scoop, lemon juicer, microwave chip maker, muddler, Pizza scissor, steamer basket, storage
containers, Strawberry huller, toaster bags
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
Spatula
Cookingspoon
BBQTools
CuttingBoard/Mat
Measuringcups
Can/bottle/jaropener
Mixingbowl
Peeler
FoodThermometer
Colander/strainer
Measuringspoons
Knife
Whisk
Knifeset
Garlicpress/chopper
Mixingspoon
Pepperorsaltgrinder/mill
Tongs
Foodchopper
Turner
SaladSpinner
Grater
Scale
Slicer/mandolin
Timer
ToolSet
Zester
Potatomasher/ricer
Applecorer/slicer
Zester
Other
During the past year, which of the following kitchen tools and gadgets did you purchase?
Copyright 2013 Today’s Kitchen Tool & Gadget Buyer
Source: Riedel Marketing Group online survey October 2012

6. The cooking/serving spoon segment is the largest
product segment in unit volume. The kitchen knife
segment is the largest product segment in retail dollar
sales.
6 US Kitchen Tool and Gadget Market Snapshot 2013
Source: Riedel Marketing Group online survey May 2013
25.1
47.8
22.0
32.8
26.7
68.9
17.4
46.9
0.0 20.0 40.0 60.0 80.0
Peelers/Corers
Spatulas
Food Thermometer
Cutting Boards
Barbecue Tools and Tool Sets
Cooking/Serving Spoons
Knife sets
Kitchen knives
Kitchen Tool & Gadget Market
In Units
(in millions)
$228.4
$314.4
$395.8
$452.3
$511.4
$658.9
$1,070.1
$1,262.3
$0.0 $400.0 $800.0 $1,200.0
Peelers/Corers
Spatulas
Food Thermometer
Cutting Boards
Barbecue Tools and Tool Sets
Cooking/Serving Spoons
Knife sets
Kitchen knives
Kitchen Tool & Gadget Market
In Retail Dollars
(in millions)

7. More than 25% of US households purchased
cooking/serving spoons, cutting boards, spatulas, and
kitchen knives in the past year.
7 US Kitchen Tool and Gadget Market Snapshot 2013
Source: Riedel Marketing Group online survey May 2013
15%
18%
19%
20%
27%
31%
31%
42%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Knife sets
barbecue tools and tool sets
Food Thermometer
Peelers/Corers
Kitchen knives
Spatulas
Cutting Boards
Cooking/Serving Spoons
Past Year Purchase

8. 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).
8 US Kitchen Tool and Gadget Market Snapshot 2013
Category
HFN 2007 Market
Size Estimate
Riedel Marketing Group
2003 Market Size Estimate
Flatware $809MM $988MM
Dinnerware $1,971MM $1,589MM

9. About the Author
9
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.
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.
US Kitchen Tool and Gadget Market Snapshot 2013

10. 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).
10 US Kitchen Tool and Gadget Market Snapshot 2013

11. 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
11 US Kitchen Tool and Gadget Market Snapshot 2013