Cookware - UK - April 2008

Table of Contents

• Issues in the Market
• Key themes:
• Definitions
• Abbreviations
• Market in Brief
• Can cook, will cook
• Pacier spending growth than housewares
• Pans dominate spend
• Internet retailing is growing
• Performance, brand and style influence choice
• How consumers cook
• Four main customer types
• Outlook driven by design and innovation
• Internal Market Environment
• Key points
• Resurgence in home cooking
  • Figure 1: Agreement with lifestyle statements, 2002-07
• More time in the kitchen
• Healthier attitudes
• Back to basics
• More adventurous attitudes
• Family values
• TV cooking inspires creativity
• More media coverage
• Keeping up with the Beckhams
• Education via the telly
• Four main lifestage triggers
• Wedding gifts drive demand
  • Figure 2: Weddings in the UK and abroad, 2003-08
• Gift lists ask for more exotic presents
• Make it personal
• Pricing issues
• The egg-timer effect
• Recreating ethnic favourites
• Fitted kitchens
  • Figure 3: UK retail sales of kitchen furniture*, by value, 2002-07
• Eating out -- resilient and popular
  • Figure 4: the UK market for eating out, 2002-07
• Buoyant demand for home baking products
  • Figure 5: The UK market for home baking products, 2002-07
• Broader Market Environment
• Key points
• The economy and consumer confidence
  • Figure 6: PDI and consumer expenditure, at current and constant 2003 prices, 2003-13
• Higher living standards
• Interest rates and rising household bills
• More homes but smaller households
  • Figure 7: Changes in UK household size, 2003-13
• An ageing population
  • Figure 8: Population, by age, 2003-13
• Families love to bake and cook
• Affluent third agers keen
• Growing affluence
  • Figure 9: UK population, by socio-economic group, 2003-13
• The environment
• Competitive Context
• Key points
• Cookware within the context of total consumer spending
  • Figure 10: Consumer spending on glassware, tableware and household utensils, compared with all consumer spending, 2002-07
• Small kitchen appliances
  • Figure 11: Spending on small kitchen appliances for table-top cooking and food preparation, 2002-07
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Value and Forecast
• Key points
• Cookware sees revival
  • Figure 12: UK market for cookware, by volume and value, at current and constant 2003 prices, 2003-13
• Pans dominate market spending
  • Figure 13: UK market for cookware, by segment, 2007
• The future
• Factors used in the forecast
• Market Segmentation
• New designs helping to drive demand for pans
  • Figure 14: UK market for pans (traditional cookware), by volume and value, at current and constant 2003 prices, 2003-07
  • Figure 15: UK pan market (traditional cookware), by main type, 2005 and 2007
• Is baking making a comeback?
  • Figure 16: The UK market for bakeware, by volume and value, at current and constant 2003 prices, 2003-07
• Knives selling on style
  • Figure 17: UK market for kitchen knives, by volume and value, at current and constant 2003 prices, 2003-07
• More specialisation in scissors
  • Figure 18: UK market for kitchen scissors, by volume and value, at current and constant prices, 2003-07
• Ethnic cookware on the rise
  • Figure 19: UK market for ethnic cookware, by volume and value, at current and constant 2003 prices, 2003-07
• Microwares -- a small niche
  • Figure 20: UK market for microwave ware, by volume and value, at current and constant 2003 prices, 2003-07
• Market Share
• Key points
• Brands hold up well in pan sector
  • Figure 21: UK market for pans, by manufacturer/brand, 2002-07
• Bakeware diversifies
  • Figure 22: UK market for bakewares, by manufacturer/brand, 2002-07
• Market leader falters in knives
  • Figure 23: UK market for knives, by manufacturer/brand, 2002-07
• Companies and Products
• Key points
• Tefal (incl Jamie Oliver ranges)
• Meyer (incl Anolon, Circulon, Prestige and others)
• Horwood (incl Stellar, Judge, Horwood and Harmony)
• Metalrax (incl Progress)
• Progress
• Mermaid
• Microwise (owned by Metalrax)
• Le Creuset UK
• Aga Cookware
• Amefa (Richardson Sheffield, incl Sabatier)
• Fiskars UK (incl Kitchen Devils)
• Salton Europe (formerly Pifco, Incl Tower)
• Martin Yaffe International (incl Swan)
• Pyrex (ARC International)
• Others
• Brand Communication and Promotion
• Key points
• Innovative marketing campaigns/advertising
  • Figure 24: Main media advertising expenditure on cookware, 2003-07
• John Lewis -- destination store
• Tefal -- building brand awareness
• Le Creuset -- prestigious
• Sainsbury' s -- building awareness
• Meyer
• Corning
• Channels to Market
• Key points
  • Figure 25: Distribution of cookware, by main channel of retailing, 2002 and 2007
• Significant distribution shifts
• Argos is a major player
• John Lewis has powered ahead
• Lakeland and Dunelm continue to please
• Variety stores' revival dented by price reductions
• Supermarkets growing in stores and online
• Homebase ahead in cookware in DIY sector
• Internet gobbles up share, while cookshops find their niche
• The Consumer -- Factors Influencing Choice
• Key points
• Factors influencing consumer choice of cookware
  • Figure 26: Factors influencing choice of cookware, January 2008
• Huge proportion of adults buy cookware
• Performance much more influential than price
• Style seekers
• Reliability rules...
• ...but consumers say they ignore the chefs
• No longer just a girl thing?
  • Figure 27: How factors vary for selected statements, by gender, January 2008
• Macho cooking is on the rise
• Third agers are knowledgeable
• Families want easy care and good performance
  • Figure 28: Key factors which families and ABC1 families rank above average for cookware, January 2008
• Appendix -- Factors Influencing Choice
  • Figure 36: Factors influencing choice of cookware, by gender, age, socio-economic group, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, commercial TV viewing, supermarkets used and household size, January 2008
  • Figure 37: Factors influencing choice of cookware, by gender, age, socio-economic group, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, commercial TV viewing, supermarkets used and household size, January 2008
  • Figure 38: Factors influencing choice of cookware, by gender, age, socio-economic group, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, commercial TV viewing, supermarkets used and household size, January 2008