Contents:

Contents Introduction and Abbreviations Introduction Other relevant reports Definition Abbreviations & terms Abbreviations Terms Executive Summary Consumer attitudes and the housing boom drive the market The story of imports is changing All segments show interesting movement Highly diverse manufacturers and products starting to look more alike Promotional channels are endless for a category that everyone owns Maximum number of retail channels Consumers' attachment to kitchens and cookware—regardless of how much cooking they do Steady future Market Drivers From a few cooking shows and famous chefs to an entire genre of hot shows and celebrity chefs Prestige to masstige: professional products at home Home cooking trends Figure 1: Time and cooking from scratch, April 2005 The bridal market Boom in housing Figure 2: Sales of new and existing homes, 1999-2005 Trends in kitchen remodeling/improving Figure 3: Total U.S. retail sales of kitchen renovation, at current and constant prices, 2000-05 Ethnic cooking Designer kitchenware Chef-branded lines and brand licensing and extensions Imports from China—still growing, but not as quickly Figure 4: U.S. imports of cookware, cutlery, garden wares and tools from China, 1999-2004 Market Size and Trends Figure 5: Total U.S. retail sales of cookware and kitchen cutlery, at current and constant prices, 1998-2005 Figure 6: Graph: Total U.S. retail sales of cookware and kitchen cutlery, at current and constant prices, 1998-2005 Market Segmentation Overview Figure 7: Sales of cookware and kitchen cutlery, segmented by type, 2003 and 2005 Figure 8: Graph: Sales of cookware and kitchen cutlery, segmented by type, 1998-2005 Aluminum Figure 9: Retail sales of aluminum cookware, at current and constant prices, 1998-2005 Stainless steel Figure 10: Retail sales of stainless steel cookware, at current and constant prices, 1998-2005 Cast iron, POS, and copper Figure 11: Retail sales of cast iron, POS, and copper cookware, at current and constant prices, 1998-2005 Kitchen cutlery Figure 12: Retail sales of kitchen cutlery, at current and constant prices, 1998-2005 Bakeware Figure 13: Retail sales of bakeware, at current and constant prices, 1998-2005 Microwave cookware Supply Structure Foreign trade Figure 14: Total U.S. imports of metal cookware value, by country, 2001-05 Figure 15: Total U.S. imports of ceramic tableware, kitchenware and other ceramic household or toilet articles, value, by country, 2001-05 Figure 16: Total U.S. imports of glassware for table, kitchen, toilet, office indoor decoration and similar use, value, by country, 2001-05 Figure 17: Total U.S. imports of cutlery and flatware (except precious), by country, 2001-05 Cookware manufacturers Chantal Cookware Corporation Le Creuset Lodge Mauviel Meyer Corporation Newell Rubbermaid Regal Ware, Inc. Groupe SEB All-Clad Tefal Viking Range Corporation World Kitchen Other cookware manufacturers Emile Henry Tramontina Bakeware manufacturers Lifetime Brands Corporation/Kitchen Aid Bakeware Nordic Ware Romertopf World Kitchen Wilton Industries, Inc. Cutlery manufacturers Columbian Home Products/Joyce Chen Cutlery Goldhamster Solicut Cutlery EdgeCraft Corporation/Chef's Choice Cutlery CUTCO Furitechnics Global Cutlery J.A. Henckels Kershaw Kyocera International/Kyocera Ceramic Cutlery Lamson Sharp Cutlery Lifetime Brands Meyer Corporation Mundial Newell Rubbermaid World Kitchen Wüsthof Advertising and Promotion Overview Television and celebrity chefs Aggressive in-retailer promotions and support Bridal market Company activity Chantal Furitechnics Le Creuset Lodge Manufacturing Meyer Corporation Newell Rubbermaid Groupe SEB (T-Fal & All-Clad) World Kitchen Viking Range Retail Distribution Overview Figure 18: Retail sales of cookware and kitchen cutlery, by channel, 2002-04 Figure 19: Graph: Retail sales channel share for cookware and kitchen cutlery, 2004 Figure 21: Retail sales in the overall housewares category, by retailer, 2004 Mass merchandisers Figure 22: U.S. mass merchandiser sales of cookware, 1999-2004 Alternative channels Figure 23: U.S. alternative channel sales of cookware, 1999-2004 Department stores Figure 24: U.S. department store sales of cookware, 1999-2004 Other channels Figure 25: U.S. "other channel" sales of cookware, 1999-2004 Supermarkets Figure 26: U.S. supermarket sales of cookware, 1999-2004 The Consumer Introduction Frequency of cooking that involves cookware Figure 27: Frequency of cooking that involves cookware, by gender, September 2005 Eight out of ten respondents report using cookware at least a few times a week Figure 28: Frequency of cooking that involves cookware, by age, September 2005 Figure 29: Frequency of cooking that involves cookware, by marital status, September 2005 Figure 30: Frequency of cooking that involves cookware, by employment status, September 2005 Greater time at home during the day leads to more cooking Types of cookware used regularly Figure 31: Types of cookware used regularly, by gender, September 2005 Figure 32: Types of cookware used regularly, by marital status, September 2005 Marital status impacts use of oven cookware Cookware, bakeware or cutlery received as a gift Figure 33: Cookware, bakeware or cutlery bought or received as a gift, September 2005 Gift purchases are a major driver of sales Figure 34: Cookware, bakeware or cutlery bought or received as a gift, by age, September 2005 25-34-year-olds report highest gift rate due to life transitions, such as marriage and changing homes Figure 35: Cookware, bakeware or cutlery bought or received as a gift, by household income, September 2005 Cutlery gifts increase with income Reason that gift of cookware, bakeware or cutlery was given Figure 36: Reasons cookware, bakeware or cutlery were received as a gift, by age, September 2005 Specific items of cookware, bakeware or cutlery bought for self or received as gifts Figure 37: Items of cookware, bakeware or cutlery bought or received as a gift, by form of acquisition, September 2005 Replacement purchases most common reason for acquiring cookware, followed by receiving as a gift Bakeware least bought item type Nearly 90% report owning a knife set Reasons for purchasing cookware, bakeware or cutlery Figure 38: Reasons for purchase of cookware, bakeware or cutlery, by gender, September 2005 Figure 39: Reasons for purchase of cookware, bakeware or cutlery, by household income, September 2005 Place of purchase of leading cookware, bakeware, and cutlery items Figure 40: Place of purchase for specific cookware items, September 2005 Figure 41: Place of purchase for specific bakeware items, September 2005 Figure 42: Place of purchase for specific cutlery items, September 2005 Integrating cookware and food Figure 43: Opinions about spending on quality ingredients and investing in cooking equipment, April 2005 Figure 44: Opinions about spending on quality ingredients and investing in cooking equipment, by age, April 2005 Interest in TV cooking shows Figure 45: Opinions about TV cooking shows, April 2005 Figure 46: Opinions about TV cooking shows, by gender, April 2005 Figure 47: Opinions about TV cooking shows, by race/ethnicity, April 2005 Summary Cookware usage draws equally from almost all demographics Reasons for purchasing cookware, bakeware or cutlery Gifting Place of purchase Opinions about cookware Interest in TV shows that leads to cooking and cookware purchases Future and Forecast Future trends Introduction The gourmet kitchen/new living room increases cycle of trade-ups Induction cook tops to advance cookware Private label small but growing Increased promotional infomercials and home cooking DVDs Controversy over non-stick coating Interest in ethnic cuisine and specialty cookware Market forecast Cookware and kitchen cutlery Figure 48: Forecast of total U.S. retail sales of cookware and kitchen cutlery, at current and constant prices, 2005-2010 Figure 49: Graph: Total U.S. retail sales of cookware and kitchen cutlery, 1998-2005, and forecast, 2006-10, at current and constant prices Aluminum cookware Figure 50: Forecast of U.S. retail sales of aluminum cookware, at current and constant prices, 2005-2010 Stainless steel cookware Figure 51: Forecast of U.S. retail sales of stainless steel cookware, at current and constant prices, 2005-2010 Cast iron, POS, and copper cookware Figure 52: Forecast of U.S. retail sales of cast iron, POS, and copper cookware, at current and constant prices, 2005-2010 Kitchen cutlery Figure 53: Forecast of U.S. retail sales of kitchen cutlery, at current and constant prices, 2005-2010 Bakeware Figure 54: Forecast of U.S. retail sales of bakeware, at current and constant prices, 2005-2010 Forecast factors Appendix: Trade Associations Appendix: Research Methodology Consumer Research Greenfield Online Presentation & Definitions ICR Surveys EXCEL Simmons National Consumer Surveys Technometrica TechnoExpresssm Further Analysis Trade Research Informal trade research Formal trade research Desk & Internet Research Sources Definitions Forecasts

Companies Mentioned

Chantal Cookware Corporation