MW Q1 2016

Covering Quarter 1, 2016
Meal Kits Offer Convenience, But Tools Not Included

By Joe Derochowski, The NPD Group, Inc.
odays consumers enjoy the concept of

cooking. They want to make more
meals healthier. Theyre seeking new
meals to help break their dining routine.
However, despite their desire to cook, consumers still crave a more convenient way to
plan, shop for and prepare these meals.
Home-delivered meal kits offer a solution,
bringing recipes and ingredients to the consumers doorstep and bringing convenience
together with an experience. What meal kits
dont deliver are the appliances, housewares
About Housewares MarketWatch

Housewares MarketWatch reports
both point-of-sale (POS) and consumer
data from NPD databases. The quarterly
data covers various product categories
within the divisions of Small Appliances
and Non-electric Housewares.
The information contained on the
following pages is offered as a snapshot
of a categorys performance, both from
the retailer (POS) and consumer
perspectives. The POS data covers the
retail channels of mass/national chains,
department stores, specialty stores and
drug stores (personal care and home
environment only). Each issue of
Housewares MarketWatch will feature
several categories from the Small
Appliances and Housewares divisions.
Complete data on a category can be
purchased by visiting NPDs website at
www.npd.com.See the Data and
Methodology section on page 9 for an
explanation of how the data is compiled.
products and kitchen gadgets consumers

may need to complete the task.
Consumers are seeking the tools to properly build the meals in which they are
investing their time and energy. According
to NPDs Retail Tracking Service,
bake/mix/measure, kitchen tools and
grate/peel/clean gadgets have grown double digits for the past two years. Nearly 5
million more turners and cooking spoons
were sold in the 12 months ending March
2016 than in the prior year. Almost 1.5 million more mixing and prep bowls were purchased in the U.S. in this past year.
Consumers purchased 800,000 more whisks
during this period than they did in the 12
months ending March 2015.
The consumers attracted to home-delivered meal kits arent necessarily novices or
cooking-averse. According to The NPD
Groups new report, Thinking Inside the

Box: A Fresh Look at Meal Kit Delivery
Services, 88 percent of meal kit users say
they love or very much like to cook, so
they likely have many of the basic tools necessary. However, consumers also told us
about their experience using home-delivered
meal kits and said, I can try different
recipes that I would not normally cook.
The convergence of the homemade
trend with a desire for healthy living and
knowing exactly what is in our food combined with the convenience and experimentation delivered by meal kits, presents new
opportunities for kitchen appliance and
gadget marketers.
Manufacturers and retailers of products
that can play a role in home meal prep,
whether large or small, need to find a way
continued on page 8
TABLETOP:
Dinnerware, Beverageware, Flatware
Market Size
Demographic Analysis
Quarter One 2016
6 months ending March 2016
Dollar Volume in Thousands
Unit Volume Share
TOTAL TABLETOP
FLATWARE INCOME
Percentage purchased by head of household income
$ 479,714
21%
17%
16%
12%
12%
9%
7%
Source: Consumer
Tracking Service
Under
$15,000
$15,000$29,999
$30,000$44,999
$45,000$59,999
$60,000$74,999
7%
$75,000$99,999
$100,000 - $150,000+
$149,999
Source: Consumer Tracking Service
INSIGHTS:
FEATURES: Fine flatware dollar sales, representing 12 percent of total flatware, is down
20 percent in Q116, compared to one year ago.
Source: Retail Tracking Service
PURCHASE BEHAVIOR: Nearly two-thirds of dinnerware sold in Q116 were planned

purchases.
PURCHASE INFLUENCE: More than one-third of the dinnerware purchased in Q116 was on
promotion.
PRICE SEGMENTATION: During Q116, sales of casual flatware sets priced between
$35 - $49.99, representing 10 percent of total dollar sales, were up 19 percent and drove the
segment growth.
PURCHASE MOTIVATORS: When it comes to selecting beverageware, consumers said

appearance, price and good value were the top motivators in Q116.
ONLINE SALES: More than 20 percent of beverageware sales were from online purchases
in Q116, a 7 point increase from last year.
Source: The NPD Group
COOKING/KITCHEN:
Cookware, Bakeware, Cutlery
Market Size
Quarter One 2016
Unit Volume Share
TOTAL COOKING/KITCHEN
CUTLERY AGE
Percentage purchased by head of household age
$771,563
22%
18%
18%
15%
13%
Source: Consumer
Tracking Service
18 24
years
25 34
years
35 44
years
45 54
years
14%
55 64
years
65 years +
INSIGHTS:
FEATURES: In Q116, dollar sales of cast iron cookware increased 15 percent compared
to Q115 and now represent 10 percent of total sales.
PURCHASE MOTIVATORS: When it comes to selecting bakeware, consumers said price,

good value and easy to clean were most important to them in Q116.
ONLINE SALES: In Q116, 23 percent of cutlery dollar sales were from online purchases.
PRICE SEGMENTATION: In Q116, unit sales of non-metal open stock bakeware priced
between $10 and $20 were up 6 percent, and account for more than 20 percent of total sales.
GIFTING: Nearly one-fourth of cookware was purchased as a gift in Q116,

a 50 percent increase from last year.
IMPULSE: More than 40 percent of cutlery purchases in Q116 were unplanned.

Small Appliances: KITCHEN ELECTRICS

Unit Volume Share
TOTAL KITCHEN
ELECTRICS
Market Size
Quarter One 2016
COFFEE/ESPRESSO MAKERS INCOME

$742,882
15%
15%
15%
FOOD PREP/
BEVERAGE
COOKING &
SPECIALTY ELECTRICS
18%
$1,302,661
12%
10%
8%
7%
$559,779
Source: Consumer
Tracking Service
Under
$15,000
$15,000$29,999
$30,000$44,999
$45,000$59,999
$60,000$74,999
$75,000$99,999
$100,000 - $150,000+
$149,999
INSIGHTS:
FEATURES: Convection toaster ovens, accounting for nearly 60 percent of total category sales,
increased sales 5 percent in Q116 compared to last year.
PURCHASE MOTIVATORS: When it comes to selecting a blender, consumers said price,

good value and brand were the top motivators in Q116.
ONLINE SALES: 44 percent of dollars spent on juice extractors in Q116 were from
online purchases.
PURCHASE INFLUENCE: During Q116, half of the toaster ovens purchased were on sale.
IMPULSE: During Q116, one-third of juice extractors sold were planned purchases.
Small Appliances: PERSONAL CARE

Unit Volume Share
ORAL CARE, HOME

HEALTH, & OTHER
PERSONAL CARE
HAIR CARE/
GROOMING
TOTAL MARKET
Market Size
Quarter One 2016
$1,536,674
HAIRSETTERS AGE
Percentage purchased by head of household age
26%
21%
19%
14%
13%
$937,322
8%
$599,352
Source: Consumer
Tracking Service
Less than 24
years
25 34
years
35 44
years
45 54
years
55 64
years
65 years +
INSIGHTS:
FEATURES: Rechargeable facial trimmers represented nearly two-thirds of total facial
trimmer category sales, and grew 8 percent in Q116.
PURCHASE MOTIVATORS: When it comes to selecting a specific curling

iron/styling appliance, consumers said price, brand and features were the top
motivators in Q116.
ONLINE SALES: Less than 10 percent of shower heads sold in Q116 were
purchased online.
IMPULSE: More than one-half of massaging appliances sold in Q116 were

first-time purchases.
PROMOTION INFLUENCE: Nearly 40 percent of oral care appliances

sold in Q116 were on promotion.
Small Appliances: FLOOR CARE

Market Size
Quarter One 2016
Unit Volume Share

FULL SIZE VACUUMS INCOME
TOTAL MARKET
Percentage purchased by household income
$1,076,654
17%
16%
15%
14%
12%
10%
9%
7%
Source: Consumer
Tracking Service
Under
$15,000
$15,000$29,999
$30,000$44,999
$45,000$59,999
$60,000$74,999
$75,000$99,999
$100,000 - $150,000+
$149,999
INSIGHTS:
FEATURES: Dollar sales of upright vacuums with a micro filtration system grew 54 percent
in Q116, compared to Q115.
PURCHASE MOTIVATORS: When it comes to a selecting a deep carpet cleaner,

consumers said brand, price and features were the top motivators in Q116.
ONLINE SALES: Nearly half of robotic vacuum dollar sales in Q116 came from
online purchases.
PRICE SEGMENTATION: With a 53 percent higher average price, dollar sales of

compact canister vacuums increased 16 percent in Q116, and represented more than
one-third of total sales.
PROMOTION INFLUENCE: More than half of the stick vacuums sold in Q116
were purchased on sale, a 24 percent increase from last year.
Home: KITCHEN & DINING TEXTILES

Market Size
Quarter One 2016
Unit Volume Share
TOTAL MARKET
KITCHEN LINENS INCOME

19%
$281,379
17%
17%
13%
13%
12%
9%
Source: Consumer
Tracking Service
Under
$15,000
$15,000
29,999
$30,000
44,999
$45,000
59,999
$60,000
74,999
$75,000
99,999
$100,000 +
INSIGHTS:
FEATURES: Approximately one-fourth of dollars spent on table linens in Q116 were
on light solid color products, an 8 percentage point increase compared to last year.
PURCHASE MOTIVATORS: When it comes to selecting kitchen linens, consumers

said appearance, price and material/texture were most important to them in Q116.
ONLINE SALES: Online sales accounted for nearly 20% of total table linen sales
in Q116.
DEMOGRAPHICS: Table linens purchased by men accounted for 17 percent of

total dollar sales in Q116.
SPECIAL OCCASION: Nearly one-third of kitchen linens purchased in Q116

were on sale.
Meal Kits Offer Convenience, But Tools Not Included

continued from page 1
to have a role in the home-delivered meal kit game. There is vast potential
for reaching new consumers or those looking to replace or upgrade larger
ticket items in their kitchen, through creative marketing approaches:
Consider partnering with meal kit vendors on preparation instructions with
product placements or discount offers, offer education on the benefits of
using the right tools or explore the gift-giving possibilities.
Through the world of home-delivered meal kits, housewares suppliers
have numerous untapped opportunities to engage with a target consumer
that is hungry for new solutions.
For more information, contact Janine Marshall at 516-625-2356.
DATA AND METHODOLOGY

NPD has a standard data model that is used
for all categories that incorporates both consumer and point-of-sale (POS) databases.
These two data sources are highly complementary and are used to support one another.
Point-of-Sale (POS) databases are assembled
from retailers' records of actual sales by
product as collected at the cash register.
Consumer databases are developed using
online purchase surveys completed by a largescale rotating sample of consumers. These
data produce estimates of sales by product for
the total marketplace. More
importantly, the consumer surveys capture
information about each purchase, such as
buyer demographics,
the product's intended
use and other purchase
motivators.
from the NPD online consumer panel to participate in the appliance study. Each month,
over 30,000 U.S. households are selected for
the housewares and home textiles studies.
POS METHODOLOGY
NPD collects point-of-sale retailer data
from selected retailers. These data are the
actual sales for the chain on an SKU-by-SKU
basis. The data are combined with data from
other retailers to produce reports on certain
categories by channel, where a sufficient
number of retailers are cooperating and
where sufficient market demand exists for
the database.
CONSUMER
METHODOLOGY
The NPD online
consumer panel is
comprised of prerecruited individuals
who have agreed to
participate in NPD
online surveys and
have completed a comprehensive demographic questionnaire. The
use of an established
online panel assures
good cooperation levels and predictable
demographic balance
among panelists.
ABOUT THE
NPD GROUP, INC.
The NPD Group is the leading
provider of reliable and comprehensive
consumer and retail information for a
wide range of industries. Today, more
than 1,800 manufacturers, retailers and
service companies rely on NPD to help
them drive critical business decisions at
the global, national and local market
levels. NPD helps our clients to identify
new business opportunities and guides
product development, marketing, sales,
merchandising and other functions.
Information is available for the following industry sectors: automotive, beauty,
commercial technology, consumer technology, entertainment, fashion, food
and beverage, foodservice, home,
office supplies, software, sports, toys
and wireless. For more information,
contact us or visit www.npd.com
Deborah A. Teschke, Senior Editor

Joe Derochowski, Contributing Editor
Janine Marshall-Bolton, Contributing Editor
Tom Goodman, Design
Published by IHA
For more information, contact
Debbie Teschke at 847-692-0110; or
dteschke@housewares.org
Consumer panelists
are asked about their
recent purchases in a
survey administered via
the Internet. The
responding sample is
demographically
weighted and projected through a series of
steps to represent the
U.S. population. Each
month, over 200,000
individuals are selected
6400 SHAFER COURT, STE. 650

ROSEMONT, IL 60018 USA
TEL: 847-292-4200 FAX: 847-292-4211
www.housewares.org

MW Q1 2016

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Covering Quarter 1, 2016

Meal Kits Offer Convenience, But Tools Not Included

odays consumers enjoy the concept of

About Housewares MarketWatch

products and kitchen gadgets consumers

Groups new report, Thinking Inside the

Dinnerware, Beverageware, Flatware

Quarter One 2016

6 months ending March 2016

Dollar Volume in Thousands

Unit Volume Share

Source: Consumer Tracking Service

PURCHASE BEHAVIOR: Nearly two-thirds of dinnerware sold in Q116 were planned

PURCHASE MOTIVATORS: When it comes to selecting beverageware, consumers said

Source: The NPD Group

Cookware, Bakeware, Cutlery

Quarter One 2016

6 months ending March 2016

Dollar Volume in Thousands

Unit Volume Share

Source: Consumer Tracking Service

PURCHASE MOTIVATORS: When it comes to selecting bakeware, consumers said price,

GIFTING: Nearly one-fourth of cookware was purchased as a gift in Q116,

IMPULSE: More than 40 percent of cutlery purchases in Q116 were unplanned.

Source: The NPD Group

Small Appliances: KITCHEN ELECTRICS

Dollar Volume in Thousands

Unit Volume Share

COFFEE/ESPRESSO MAKERS INCOME

Source: Consumer Tracking Service

PURCHASE MOTIVATORS: When it comes to selecting a blender, consumers said price,

Source: The NPD Group

Small Appliances: PERSONAL CARE

Dollar Volume in Thousands

Unit Volume Share

ORAL CARE, HOME

Source: Consumer Tracking Service

PURCHASE MOTIVATORS: When it comes to selecting a specific curling

IMPULSE: More than one-half of massaging appliances sold in Q116 were

PROMOTION INFLUENCE: Nearly 40 percent of oral care appliances

Source: The NPD Group

Small Appliances: FLOOR CARE

Quarter One 2016

6 months ending March 2016

Dollar Volume in Thousands

Unit Volume Share

Percentage purchased by household income

Source: Consumer Tracking Service

PURCHASE MOTIVATORS: When it comes to a selecting a deep carpet cleaner,

PRICE SEGMENTATION: With a 53 percent higher average price, dollar sales of

Source: The NPD Group

Home: KITCHEN & DINING TEXTILES

Quarter One 2016

6 months ending March 2016

Dollar Volume in Thousands

Unit Volume Share

KITCHEN LINENS INCOME

Source: Consumer Tracking Service

PURCHASE MOTIVATORS: When it comes to selecting kitchen linens, consumers

DEMOGRAPHICS: Table linens purchased by men accounted for 17 percent of

SPECIAL OCCASION: Nearly one-third of kitchen linens purchased in Q116

Source: The NPD Group

Meal Kits Offer Convenience, But Tools Not Included

Source: The NPD Group