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.

1. US Cookware and Bakeware Market
Snapshot 2013
Published June 2013

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. Cookware includes cookware sets, fry pans/ sauté
pans/skillets (pans), and sauce pans (pots).
3 2013 US Cookware and Bakeware Market Snapshot

4. Bakeware includes metal, glass, and ceramic.
4 2013 US Cookware and Bakeware Market Snapshot

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. 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. 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. 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. 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. 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. 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. 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. 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