us kitchen tool & gadget market snapshot 2013

US Kitchen Tool & Gadget Market Snapshot 2013

Published June 2013

Background

The US Kitchen Tool & Gadget Market Snapshot 2013 is based on

proprietary online consumer research.

300 U.S. general population households were surveyed about their

cookware and bakeware purchase patterns in May 2013.

Market size is calculated using past year purchase data including annual

purchase incidence, number of purchase occasions per year, number of

items purchased per purchase occasion, and price paid per item. This

methodology offers a sound alternative to market size estimates that are

based on manufacturer reported data or extrapolations of retail store sales

tracking data. (See appendix for detailed explanation of methodology.)

2 US Kitchen Tool and Gadget Market Snapshot 2013

US Kitchen Tool and Gadget Market Snapshot 20133

Key Kitchen Tool and Gadget Product Segments

Cooking/Serving Spoons Spatulas Peelers/Corers/Slicer

Kitchen Knives Knife Sets Cutting Boards

Food Thermometers

The US kitchen tool and gadget market is $8.9 billion in retail dollar sales on volume of 537 million units.


Kitchen tools and gadgets category includes: Peelers/corers, spatulas, food thermometers, cutting

boards, barbecue tools and tool sets, cooking/serving spoons, kitchen knives, and knife sets.

Source: Riedel Marketing Group online survey May 2013

0.0

100.0

200.0

300.0

400.0

500.0

600.0

Units

537.6

Market Size in Units

$0.0

$1,000.0

$2,000.0

$3,000.0

$4,000.0

$5,000.0

$6,000.0

$7,000.0

$8,000.0

$9,000.0

Dollars

$8,893.6

Market Size in Retail Dollars

The kitchen tool and gadget category is comprised of dozens of product segments, none of which account

for more than 10% of category sales.

OTHER includes: Asian netted basket spoon, avocado scoop, avocado slicer, BBQ pork pulling forks, Canning tools - funnel, canning tongs, jar scraper,

chip clips, egg separator, food injector, ice cream scoop, lemon juicer, microwave chip maker, muddler, Pizza scissor, steamer basket, storage

containers, Strawberry huller, toaster bags

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

Spat

ula

Co

oki

ng

spo

on

BB

Q T

oo

ls

Cu

ttin

g B

oar

d/M

at

Mea

suri

ng

cup

s

Can

/bo

ttle

/jar

op

ener

Mix

ing

bo

wl

Pee

ler

Foo

d T

her

mo

met

er

Co

lan

der

/str

ain

er

Mea

suri

ng

spo

on

s

Kn

ife

Wh

isk

Kn

ife

set

Gar

lic p

ress

/ch

op

per

Mix

ing

spo

on

Pep

per

or

salt

gri

nd

er/m

ill

Ton

gs

Foo

d c

ho

pp

er

Turn

er

Sala

d S

pin

ner

Gra

ter

Scal

e

Slic

er/m

and

olin

Tim

er

Too

l Set

Zest

er

Po

tato

mas

her

/ric

er

Ap

ple

co

rer/

slic

er

Zest

er

Oth

er

During the past year, which of the following kitchen tools and gadgets did you purchase?

Copyright 2013 Today’s Kitchen Tool & Gadget Buyer

Source: Riedel Marketing Group online survey October 2012

The cooking/serving spoon segment is the largest product segment in unit volume. The kitchen knife

segment is the largest product segment in retail dollar sales.



25.1

47.8

22.0

32.8

26.7

68.9

17.4

46.9

0.0 20.0 40.0 60.0 80.0

Peelers/Corers

Spatulas

Food Thermometer

Cutting Boards

Barbecue Tools and Tool Sets

Cooking/Serving Spoons

Knife sets

Kitchen knives

Kitchen Tool & Gadget Market In Units

(in millions)

$228.4

$314.4

$395.8

$452.3

$511.4

$658.9

$1,070.1

$1,262.3

$0.0 $400.0 $800.0 $1,200.0

Peelers/Corers

Spatulas

Food Thermometer

Cutting Boards

Barbecue Tools and Tool Sets


Knife sets

Kitchen knives

Kitchen Tool & Gadget Market In Retail Dollars

(in millions)

More than 25% of US households purchased cooking/serving spoons, cutting boards, spatulas, and

kitchen knives in the past year.



15%

18%

19%

20%

27%

31%

31%

42%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Knife sets

barbecue tools and tool sets

Food Thermometer

Peelers/Corers

Kitchen knives

Spatulas

Cutting Boards


Past Year Purchase

Appendix: Methodology for Estimating Market Size Using Consumer Data

300 U.S. general population households were surveyed about their household cleaning tool

purchase patterns.

Respondents were asked if they had purchased any household cleaning tools in the past year.

For each item that they purchased, respondents were asked three questions: 1) How often did they

purchase this type of item in the past year/quarter, 2) how many did they buy on each purchase

occasion, 3) how much did they pay for each item.

This survey yielded four data points for each product segment: 1) Annual purchase incidence, 2)

average number of purchase occasions per year, 3) average number of items purchased per

purchase occasion, and 4) average price paid per item. These data points were used to calculate

market size using the following formula: ((Annual purchase incidence X total # of U.S. households)

X (# purchase occasions per year X number of items purchased per purchase occasion)) X amount

paid per item = Market Size.

The sample was obtained from Survey Monkey Audience. Survey Monkey Audience recruits from

the diverse population of 30+ million people who complete SurveyMonkey surveys every month.

Several years ago, to prove that the methodology was valid, I calculated market size for the

dinnerware and flatware categories using consumer purchase data and compared it to the 2007

data published by HFN magazine (which seems to be widely accepted by manufacturers as being

reasonably accurate).


CategoryHFN 2007 Market

Size Estimate

Riedel Marketing Group

2003 Market Size Estimate

Flatware $809MM $988MM

Dinnerware $1,971MM $1,589MM

About the Author

9

A.J. Riedel, Senior Partner of Riedel Marketing

Group (RMG), is a highly regarded marketing

authority in the housewares industry, the top

forecaster of housewares trends, and an

advisor to many housewares companies. A.J.

has 24 years of experience and an excellent

track record in the housewares industry. Her

knowledge and understanding encompasses

market dynamics, channels of distribution,

housewares consumers, and trends impacting

the industry, and marketing issues in the

housewares industry.

US Kitchen Tool and Gadget Market Snapshot 2013

About Riedel Marketing Group

For over 22 years, Riedel Marketing Group (RMG) has been providing housewares

companies with market and consumer data and insight that helps them make informed

product and marketing decisions with confidence. Housewares manufacturers, ranging

from large Fortune 500 corporations to smaller privately owned companies, seek our

expertise. Past and current clients include Cuisinart, Jarden, Newell Rubbermaid,

Progressive International, Chef’N, Jokari, Dexas, Bradshaw International, and the

International Housewares Manufacturers Association (IHA).

Specializes Exclusively In Housewares: RMG is the only market research

company that specializes exclusively in the housewares industry.

Knowledgeable about Housewares Industry: I understand market dynamics,

channels of distribution, consumers, history and trends, and marketing issues.

Expertise in Research and Analysis: I have extensive experience with online

surveys, product concept tests, market and competitive assessments, and home-use

tests.

Actionable Insight: I answer not just the “what” questions but also the “so what”

(what are the ramifications of the data) and “now what” (what do we do as a result of this

study) questions.

Proprietary Consumer Panel: RMG is the only market research company with a

proprietary housewares-focused Market Research Online Community (MROC).


Riedel Marketing Group Contact Information

602-840-4948

5327 E. Pinchot Ave., Phoenix AZ 85018

[email protected]

www.4rmg.com

www.twitter.com/AJRat4RMG

http://www.linkedin.com/company/riedel-marketing-group


mailto:[email protected]

http://www.4rmg.com/

http://www.twitter.com/AJRat4RMG

http://www.linkedin.com/company/riedel-marketing-group

us kitchen tool & gadget market snapshot 2013

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