The UK market for kitchenware was worth an estimated £828m at retail
selling prices (rsp) in 2008. This is 4% higher than the figure for the previous
year and represents an 11.5% increase in value since 2004.
The kitchenware market, as defined in this Market Report, is divided into
four sectors: cookware; ovenware; utensils; and cleaning and storage.
Cookware remains the largest sector, but ovenware was the fastest-growing
sector between 2004 and 2008. There is some overlap between cookware and
ovenware, because certain types of cookware can also be used in the oven.
The market is being driven forward by the activity of, and interest in,
celebrity chefs, a revival in cooking ‘from scratch’ as a leisure activity
(particularly at weekends) and for health, a return to eating in as eating out
becomes more expensive, and the prevalence of single-person households.
At the same time, sales are being held back by continued demand for
convenience — especially during the working week, when ready meals
satisfy the time-poor cook but require little or no kitchenware to prepare.
The market has also been affected by the tough economic conditions: with
rising unemployment and falling consumer confidence, people are tending to
exercise caution when it comes to discretionary purchases.
Fashion has played an important role in pushing the kitchenware industry
forward, with many products becoming fashion items. Celebrity chefs have
encouraged this phenomenon, because they place great emphasis on the
aesthetics of food and how it is presented, as well as how it tastes. However,
kitchenware is an intensely competitive market and in recent years it has
experienced a huge influx of low-priced branded and own-label products.
Premium products can no longer rely on their aesthetics, because budget
cookware is now very design conscious. Instead, manufacturers of expensive
items must differentiate their products in terms of quality and longevity.
These trends will continue to shape the kitchenware market between 2009
and 2013. Key Note forecasts that the market will increase in value by just
8.8% over the period, to £919m at rsp. Cookware is forecast to remain the
largest market sector and is also expected to see the fastest growth.
(0 items)
