United Kingdom (UK) Cooking and Baking (Homewares) Market to 2025

United Kingdom (UK) Cooking and Baking (Homewares) Market to 2025 report offers comprehensive insight and analysis of the Cooking & Baking market (including forecasts up to 2025), the major players, the main trends, consumer attitudes and COVID-19 consumer research. It provides in-depth analysis of the following: market sizes and forecasts, retailer market shares, consumer data and outlook. The report focuses on the following subcategories: pots & pans, ovenware, baking accessories, baking utensils, and bakeware. Consumer data is based on our 2020 UK Cooking & Baking survey of 2,000 consumers, and is nationally representative.

Cooking & Baking outperformed Kitchen & Dine in 2020, as consumers turned to cooking and especially baking while forced to spend much of their time at home during COVID-19. The cooking and baking trend which began during the start of the first UK lockdown made online usage particularly high for this category. All Cooking & Baking subcategories outperformed Kitchen & Dine, with Baking Accessories & Utensils and Bakeware even achieving growth.

Scope

– The Cooking & Baking market benefited from consumers spending more time at home in 2020.

– The pandemic acted as a catalyst for online growth in the Cooking & Baking market. Online pureplays will continue to benefit from increased online purchasing in this category.

Cooking & Baking shoppers are price conscious and value convenience highly.

Reasons to buy

– Discover what will drive growth in the Cooking & Baking market out to 2025 to help form an effective growth strategy and target investment to high-performance categories

– Understand how consumer shopping habits are changing as a result of COVID-19

– Obtain a deeper understanding of what drives retailer choice for Cooking & Baking purchases, helping you to draw in shoppers

Companies mentioned

Amazon

Tesco

ASDA

Wilko

Sainsbury's

Argos

TK Maxx

The Range

Home Bargains

B&M

Table of Contents

Table of Contents

KEY FINDINGS

The Cooking & Baking market experienced a small decline in 2020, with resilience largely driven by baking craze

The market experienced significant online growth, as ‘essential’ channels excelled

There was a decline in top food-related activities Vs. LY

Replacement drives purchases, with retailer choice driven by pricing and convenience

THE MARKET

Overall sector size and growth

Sector size and growth: pots & pans

Sector size and growth: ovenware

Sector size and growth: baking accessories & utensils

Sector size and growth: bakeware

Category growth & size: 2020-2022

Online sales penetration

Channels of distribution

THE RETAILERS

Retailer market shares

Retailer profiles

COVID-19 CONSUMER RESEARCH

Penetration

Retailer usage

Drivers of retailer usage

Online shopping satisfaction

Opinions on COVID-19 and Cooking & Baking

Channel usage when purchasing

Purchasing intentions

Reasons for avoiding stores

LONGER-TERM CONSUMER INSIGHT

Background

Penetration and profiles: overall Cooking & Baking

Penetration and profiles: Pots & Pans

Penetration and profiles: Ovenware

Penetration and profiles: Baking Accessories

Penetration and profiles: Baking utensils

Penetration and profiles: Bakeware

Penetration by product

Opinions on Cooking & Baking

Average spend by subcategory

Detailed average spend by product

Research process

Purchase motivation

Retailer usage

Retailer usage by subcategory

Conversion rates

Retailer usage by demographic

Drivers of retailer choice

Things retailers should improve on

Channel usage – when researching

Channel usage – when purchasing

Online fulfilment

Opinions on online purchasing

Online purchasing satisfaction

Views prior to purchase

List of Tables

List of Tables

Category growth and size by subcategory, 2020-22e

Channels of distribution, 2020 and 2025e

COVID-19: Penetration by product (Pots & Pans), 2020

COVID-19: Penetration by product (Ovenware), 2020

COVID-19: Penetration by product (Baking Accessories), 2020

COVID-19: Penetration by product (Baking Utensils), 2020

COVID-19: Penetration by product (Bakeware), 2020

COVID-19: Drivers of retailer usage by retailer, 2020

Penetration by product (Pots & Pans), 2020

Penetration by product (Ovenware), 2020

Penetration by product (Baking Accessories), 2020

Penetration by product (Baking Untensils), 2020

Penetration by product (Bakeware), 2020

Average spend for overall Cooking & Baking and by subcategory, 2020

Detailed average spend by product, Cooking (Pots & Pans), 2020

Detailed average spend by product, Cooking (Ovenware), 2020

Detailed average spend by product, Baking (Baking Accessories), 2020

Detailed average spend by product, Baking (Baking Utensils), 2020

Detailed average spend by product, Baking (Bakeware), 2020

Purchase motivation (New home), 2020

Purchase motivation by subcategory (New Home), 2020

Purchase motivation (New look), 2020

Purchase motivation by subcategory (New Look), 2020

Purchase motivation (Replacement), 2020

Purchase motivation by subcategory (Replacement), 2020

Purchase motivation (Impulse), 2020

Purchase motivation by subcategory (Impulse), 2020

Retailer usage by subcategory, Cooking (Pots & Pans), 2020

Retailer usage by subcategory, Cooking (Ovenware), 2020

Retailer usage by subcategory, Baking (Baking Accessories), 2020

Retailer usage by subcategory, Baking (Baking Utensils), 2020

Retailer usage by subcategory, Baking (Bakeware ), 2020

Conversion rates for the 10 most-used retailers, 2020

Retailer usage by demographic, 2020

Drivers of retailer choice by retailer, 2020

Things retailers should improve on by retailer, 2020

List of Figures

List of Figures

Market size – total market, 2019-25e

Market growth – total market, 2019-25e

Market size – Pots & Pans, 2019-25e

Market growth – Pots & Pans, 2019-25e

Market size – Ovenware, 2019-25e

Market growth – Ovenware, 2019-25e

Market size – Baking Accessories & Utensils, 2019-25e

Market growth – Baking Accessories & Utensils, 2019-25e

Market size – Bakeware, 2019-25e

Market growth – Bakeware, 2019-25e

Category growth and size by subcategory, 2020-22e

Online market size and penetration, 2019-25e

Online and offline market growth, 2019-25e

Channels of distribution, 2020 and 2025e

Retailer market shares, 2020

Retailer market shares change year-on-year, 2019 vs. 2020

Amazon market share, 2018-2020

Amazon shopper demographic, 2020

Amazon customer share (overall & by subcategory), 2020

ASDA market share, 2018-2020

ASDA shopper demographic, 2020

ASDA customer share (overall & by subcategory), 2020

Sainsbury's market share, 2018-2020

Sainsbury's shopper demographic, 2020

Sainsbury's customer share (overall & by subcategory), 2020

Teso market share, 2018-2020

Tesco shopper demographic, 2020

Tesco customer share (overall & by subcategory), 2020

Argos market share, 2018-2020

Argos shopper demographic, 2020

Argos customer share (overall & by subcategory), 2020

TK Maxx market share, 2018-2020

TK Maxx shopper demographic, 2020

TK Maxx customer share (overall & by subcategory), 2020

B&M market share, 2018-2020

B&M shopper demographic, 2020

B&M customer share (overall & by subcategory), 2020

The Range market share, 2018-2020

The Range shopper demographic, 2020

The Range customer share (overall & by subcategory), 2020

Wilko market share, 2018-2020

Wilko shopper demographic, 2020

Wilko customer share (overall & by subcategory), 2020

Home Bargains market share, 2018-2020

Home Bargains shopper demographic, 2020

Home Bargains customer share (overall & by subcategory), 2020

COVID-19: Overall Cooking & Baking penetration, 2020

COVID-19: Overall Cooking & Baking retailer usage, 2020

COVID-19: Overall Cooking retailer usage, 2020

COVID-19: Overall Baking retailer usage, 2020

COVID-19: Drivers of retailer usage, 2020

COVID-19: Online shopping satisfaction, 2020

COVID-19: Opinions on COVID-19 and Cooking & Baking, 2020

COVID-19: Channel usage – when purchasing (Overall Cooking & Baking), 2020

COVID-19: Channel usage – when purchasing (Pots & Pans), 2020

COVID-19: Channel usage – when purchasing (Ovenware), 2020

COVID-19: Channel usage – when purchasing (Baking Accessories), 2020

COVID-19: Channel usage – when purchasing (Baking Utensils), 2020

COVID-19: Channel usage – when purchasing (Bakeware), 2020

COVID-19: Purchasing intentions for overall Cooking and Baking, 2020

COVID-19: Purchasing intentions by subcategory, 2020

COVID-19: Purchasing intentions – purchasing from a reopened store, 2020

COVID-19: Reasons for avoiding stores, 2020

Background: Food-related activities undertaken, 2020

Background: Food-related activities undertaken (Cook a meal from scratch at home), 2020

Background: Food-related activities undertaken (Bake at home), 2020

Background: Food-related activities undertaken (Cooking), 2020

Background: Food-related activities undertaken (Baking), 2020

Background: Food-related activities (cooking skills), 2020

Background: Food-related activities (baking skills), 2020

Background: Favourite Chef, 2020

Background: Favourite Chef (reasons why Jamie Oliver is favourite chef), 2020

Background: Favourite Chef (reasons why Gordan Ramsay is favourite chef), 2020

Background: Favourite Chef (reasons why Gino D-acampo is favourite chef), 2020

Background: Favourite Baker, 2020

Background: Favourite Baker (reasons why Mary Berry is favourite baker), 2020

Background: Favourite Baker (reasons why Delia Smith is favourite baker), 2020

Background: Favourite Baker (reasons why Nigella Lawson is favourite baker), 2020

Background: Top 10 brands purchased (Cooking & Baking), 2020

Background: Top 10 brands purchased (Cooking), 2020

Background: Top 10 brands purchased (Baking), 2020

Overall Cooking & Baking penetration by demographic and region, 2020

Pots & Pans penetration by demographic and region, 2020

Ovenware penetration by demographic and region, 2020

Baking Accessories penetration by demographic and region, 2020

Baking Utensils penetration by demographic and region, 2020

Bakeware penetration by demographic and region, 2020

Opinions on Cooking & Baking, 2020

Research process (what they did), 2020

Research process (how long they spent), 2020

Research process (areas of research), 2020

Research process (staff interaction), 2020

Purchase motivation (New home), 2020

Purchase motivation (New look), 2020

Purchase motivation (Replacement), 2020

Purchase motivation (Impulse), 2020

Overall Cooking & Baking retailer usage, 2020

Drivers of retailer choice, 2020

Things retailers should improve on, 2020

Channel usage – when researching, 2020

Channel usage (store type used for research), 2020

Channel usage (device used for online research), 2020

Channel usage – when purchasing, 2020

Channel usage (store type used for purchasing), 2020

Channel usage (device used for online purchasing), 2020

Online fulfilment, 2020

Opinions on online purchasing, 2020

Online purchasing satisfaction, 2020

Views prior to purchase, 2020

Views prior to purchase (brand), 2020

Views prior to purchase (budget), 2020

Views prior to purchase (retailer), 2020

    Pricing

Discounts available for multiple purchases.

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