Middle-market cookware is being squeezed by value and top-end alternatives, delegates at this week’s Housewares Conference learned.

Housewares prices polarising, conference told

Middle-market cookware is being squeezed by value and top-end alternatives, delegates at this week’s Housewares Conference learned.

Housewares prices polarising, conference told

Speaker Erol Sukan, business group director with GfK Retail and Technology, told his audience that middle-priced cookware’s volume share of the market shrank from 52% in 2006 to 47% in 2007, while top-end products grew from 8% to 10%. Value cookware also took more share, increasing from 40% to 43%, which Sukan put down to grocers’ growing involvement in the kitchenware market.

Grocers now represent 6% of spend on consumer durables, at £2.7b, while within the kitchen sector their involvement is now worth up to £0.3b, said Sukan. They hold 22% of the small appliance market by value and 25% of cookware.

Sukan put the average cookware price within grocers at £6.30 and within variety stores at £7.10, while department stores’ average price shot up to £26.13.

Prices of small appliances are also polarising, said the speaker. Middle-market products’ share declined from 60% in 2006 to 56% in 2007, while higher-priced lines increased from 11% to 13% and value products were up from 28% to 31%.

Sukan said that in the small appliance sector spending was particularly high on leisure and specialist products and on energy-saving lines: espresso machines had shown recent growth of 16%, kitchen machines 26%, paella makers 21% and raclettes 41%.

In cookware, Sukan tipped induction-hob-friendly items as future winners, with the hobs enjoying 36% growth last year.

Read more about Erol Sukan’s talk in Housewares Magazine’s April issue.

The Housewares Conference is organised by HousewaresLive.net and Housewares Magazine.

Check Also

Definitive guidance on trading with Amazon

The British Home Enhancement Trade Association (BHETA) hosted a series of webinars with a selection …