Premium pans prosper online

Sales of high-priced cookware are flourishing on e-commerce sites, according to new research.

Premium pans prosper online

GfK says that the greatest opportunities for premium pots and pans are online, where products priced £50 and over perform particularly well, accounting for 28% of all online cookware sales by value in the latest year. This compares to just 8% of total offline sales by value over the same period.

Add to this the rapid volume (35%) and value (53%) growth rate of online sales, says GfK, and there exists a key retail platform that should help drive the category going forward.

Overall, the pots and pans market experienced significant growth in the year ending August 2010, with volume and value rising by 7% and 14% respectively over the previous year.

GfK attributes the growth partly to the numerous television cooking shows and rise of home cooking. And it notes that the raft of enticing cookware promotions continues to drive the entry level price segments, in particular the sub-£10 sector.

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