Those aged 18-35 are the most likely to be actively acquiring cookware for the first time, thus seeking the greatest range of products and building brand allegiance. (Only 35% of those aged 18-24 have acquired no cooking products in the past two years and 41% of those aged 25-34, vs. 51% of all.) With the economic downturn, about six in 10 respondents aged 18-35 are cooking at home more, making this a further key opportunity to home in on younger buyers.

While for most age groups, women are buying more products and cooking more, among those under 35, men aged 18-35 are acquiring cookware on a par with women of the same age, suggesting that outreach can cut across genders, or alternatively home in on younger men and younger women. One way to reach out to these younger men would be with “bachelor sets,” promoted for young single men. These could be touted as perfect gifts for friends, sons, brothers and recent college grads. In addition to basic cookware, bakeware and cutlery, sets can include some kitchen or grill tools, and a “cooking 101” with recipes featuring basics such as burgers, spaghetti, mac n’ cheese, easy casseroles, egg dishes and even some tongue-in-cheek special recipes (“impress your date” dishes or “great Super Bowl hors d’oeuvres.”)

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