Description
The most enthusiastic home cooks,
who have both strong interest in cooking from scratch and advanced cooking
skills, are a core target for the cookware market and are well-served by top
cookware brands and specialty retailers. While marketers can’t ignore this
hard-core group, category growth may require a more concerted effort at
reaching out to a broader, less highly skilled audience.
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Table of Content
Scope and Themes
What you need to know
Definition
Segmentation definitions and
overview
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
The market
Category tracks with slow
improvement in economy
Figure 1: Total U.S. retail sales of
cookware and fan chart forecast, at current prices, 2008-18
Segments offering specialization and
convenience outperform the market
Figure 2: Total U.S. retail sales of
cookware, by segment, 2011 and 2013
Discount stores lead sales,
specialty stores experience growth
The consumer
Cooking interest and skill drive
category purchases
Figure 3: Purchase of cookware, by
cooking segments, April 2013
Replacement remains top reason for
purchase
Figure 4: Reasons for purchase of cookware/bakeware,
April 2013
Easy cleaning and price most
important purchase considerations
Figure 5: Attribute importance for
cookware and bakeware, very important, April 2013
Attitudes toward cookware and
bakeware
Figure 6: Attitudes toward cookware
and cooking, agree strongly, April 2013
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