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Main Consumer Goods & Retail Personal care The U.S. Cutlery Market 2003
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The U.S. Cutlery Market 2003

DateMar, 2003
Pages0
Price / format€534 / Electronic

€534 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
 This report provides a comprehensive overview of the U.S. market for the cutlery products. It includes information on market size (in retail dollars and units), key competitors, channels of distribution, product and price segmentation, household penetration, annual purchase incidence, demographics, and consumer purchasing behavior.

Methodology:

- A national sample of 1,001 U.S. households were interviewed by telephone during the third quarter of 2002.

- 79 respondents had purchased cutlery in the past year

- A national sample of 1,600 U.S. households were interviewed by telephone during April and May 2000.

- Household selection was accomplished via a computer-generated random digit dial telephone sample which selected households on the basis of telephone prefix.

- In each household, the person who typically is responsible for making decisions about purchasing small household appliances and housewares products was interviewed.

- The 1,600 respondents were asked about ownership and past year purchase of each of 25 product categories.

- 500 of the 1,600 respondents were asked a series of questions about their food preparation and household cleaning habits and practices.

- 267 of the 1,600 respondents said that they own AND actively participated in the purchase of cutlery. These respondents were asked a series of questions about cutlery.

- Household selection was accomplished via a computer-generated random digit dial telephone sample which selected households on the basis of telephone prefix.









Table of contents:
 Introduction
Methodology
Conditions and Notices
Market size
Cutlery is Moderate Volume Product
Category In Unit Volume
Dollar sales
The Majority of U.S. Households own Cutlery
Cutlery is a Mature Market
Purchase Interest
Key Players
Key Players
Importance of Brand Name
Key Player Analysis: Henckels
Key Player Analysis: Wusthof
More than 12 different brands can be found in U.S. Kitchen Cabinets
Channels of Distribution
Channels of Distribution
Product segments
Price segmentation, total cutlery category
Product Segmentation by blade type, total cutlery category
Purchase of Cutlery in the last year
Cutlery trends
New Cutlery Lines
Demographics
Demographically cutlery owners are very similar to the total sample
The key target market for cutlery is current Cutlery owners
Purchase Decision-making
Cutlery purchase decision are typically made in the store
Even those who planned the purchase made the final decision In-store
Retail display activity and sales drive retail sales
Cutlery is a popular gift item
Cutlery is a popular gift item to give as a wedding gift
NewlyWeds are more likely to acquire cutlery than other groups
Appendices
Geographic Regions
Questionnaire




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