the complete picture of what consumers bought in 2014 · housewares executives avoid making costly...

The Complete Picture Of What Consumers Bought In 2014

Table of Contents

Market size in units Market size in retail dollars Other food prep products (cookware, kitchen gadgets and tools) purchased in same time period Number of bakeware items purchased Type of bakeware purchased Material bakeware item was made of Coating of bakeware Type of nonstick bakeware Price paid for bakeware item Brand of bakeware purchased Reason for purchase (for self or to give as a gift) Reason for bakeware purchase for self When made decision to buy bakeware (planned purchase versus impulse) When the decision on the specific brand and item was made (before going to the store or while in the store after looking at the items which were available) Reason for buying the specific bakeware item Where bakeware item was purchased (retail or online) Where bakeware item was purchased (retail channel) Where bakeware item was purchased (specific retail store) Department store where bakeware item was purchased Mass, discount, or general merchandiser where bakeware item was purchased Specialty store where bakeware item was purchased Demographics – bakeware purchasers compared to total US households

© Riedel Marketing Group 2014 2

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.


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). ü  Specializes Exclusively In Housewares: RMG is the only market research company

that specializes exclusively in the housewares industry. ü  Knowledgeable about Housewares Industry: I understand market dynamics,

channels of distribution, consumers, history and trends, and marketing issues. ü  Expertise in Research and Analysis: I have extensive experience with online

surveys, product concept tests, market and competitive assessments, and home-use tests.

ü  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.

ü  Proprietary Consumer Panel: RMG is the only market research company with a proprietary housewares-focused Market Research Online Community (MROC).


Methodology

•  Online surveys were conducted with primary grocery shoppers in the U.S. in April (April 9 -12); July (July 29 - 31); October (Oct. 3 – 6); and January 2015 (Jan.13 - 16).

•  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 bakeware 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.


Q1 Q2 Q3 Q4 Total Year

Total Sample Size 1467 1072 1141 673 4353

# of respondents who purchased bakeware 312 353 340 458 1463

6

Definitions of Types of Bakeware


The question about bakeware type included images that visually depicted the different kinds of bakeware within each product type.

Cookie & Baking Sheets/Pans

Covered Casseroles

Baking Dishes & Roas8ng Pans

Bakeware Sets

Loaf & Bread Pans

Muffin & Cupcake Pans

Pie, Tart, Quiche, Springform Pans

Cake Pans

Pizza Pan

One third of US households purchased at least one bakeware item in 2014.

34%

66%

Did you purchase any bakeware either for yourself/your household or to give as a giL this year?

Yes No


Baking dishes/roasting pans; cookie/baking sheets; bakeware sets; cake pans; and muffin pans were equally popular in 2014.


3%

4%

5%

5%

5%

15%

15%

15%

15%

18%

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

Other

Pie, tart, quiche, and springform pans.

Casseroles

Loaf and bread pans

Pizza pans and stones

Muffin and cupcake pans

Cake pans

Bakeware sets

Cookie/baking sheets and pans

Baking dishes and roas8ng pans

What type of bakeware did you buy?

13%

24%

23%

40%

0% 10% 20% 30% 40% 50%

1-‐2

3-‐4

5-‐6

More than 6

How many pieces were in the set? 1

The vast majority of people who bought bakeware purchased it for their own use.


1% 14%

85%

Did you buy for yourself or to give as a giL?

Other To give as a giL For myself

The majority of people who purchased bakeware in 2014 made their purchase at a retail store.


8%

9%

83%

Did you buy at a retail store or online?

Other Online Retail store


29%

71%

49%

51%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Male

Female

Gender

Total US Bakeware

19%

17%

17%

23%

24%

19%

17%

19%

19%

26%

0% 5% 10% 15% 20% 25% 30%

18-‐‑29

30-‐‑39

40-‐‑49

50-‐‑59

60 or older

Age

Total US Bakeware

Riedel Marketing Group Contact Information

602-840-4948 5327 E. Pinchot Ave., Phoenix AZ 85018 [email protected] www.4rmg.com www.twitter.com/AJRat4RMG http://www.linkedin.com/company/riedel-marketing-group


the complete picture of what consumers bought in 2014 · housewares executives avoid making costly...

Documents