With hundreds of kitchen products on the market and only so much room in consumers’ cabinets, Sweeney set out to discover just what kitchen product categories consumers are most aware of, what they actually own and their purchase intent.
What this survey clearly indicated is consumers love their kitchen products! When asked about their favorite kitchen product, 100% of respondents answered the question and the majority even knew the brand name. Responses ranged from kitchen necessities like knives, blenders, toasters, coffee makers, microwaves and mixing bowls to more unique products like an onion saver to Pampered Chef food chopper, Zylus ice cream scoop and Breville panini press.
It will come as no surprise consumers own kitchen products that are a necessity, with 93.0% of respondents owning pots and pans and 87.6% owning bakeware. Less popular products included food scales (28.3%), pressure cooker (18.4%), oven liners (9.7%) and BBQ grill matt (5.3%). The less popular kitchen products could be due to lack of category awareness.
Similar to the products most consumers owned, 28.1% of participants plan to purchase pots and pans and 21.1% plan to purchase cookware over the next year. Pressure cookers (3.5%) and oven liners (3.4%) are the least likely kitchen tools to be purchased. These results likely reflect the economic conditions.
When it comes to brand awareness in the kitchen, Calphalon was the most popular, followed by OXO. Foxrun, Fissler, Norpro, Taylor and Range Kleen had the least amount of brand awareness among survey respondents.
Sweeney conducted the survey online with a representative database of 150 consumers. A total of 114 consumers completed the survey [86 females/28 males, 57 age 35 and younger/57 age 36 and older].
If you have any questions about this survey, please contact me at jennifer at sweeneypr.com.