SUMMARY OF FINDINGS 2nd QUARTER 2014 Riedel Marketing Group

COOKWARE MARKET TRACKER 2 Table of Contents PURCHASE INCIDENCE Percent of primary grocer shoppers in U.S. who purchased cookware for their use or to give as a gift WHAT THEY BOUGHT Average number of cookware items purchased by a single household Other food prep categories purchased in addition to cookware Type of cookware purchased Material/fabrication of cookware purchased Coating of cookware purchased Type of nonstick cookware purchased Price paid Brand recall Brand of cookware purchased WHY THEY BOUGHT Reason for purchase Reason for cookware purchase for self Reason for selecting the item they selected HOW AND WHEN THEY MADE THE PURCHASE DECISION Whether the purchase was planned or impulse When the decision on the specific brand and item was made WHERE THEY BOUGHT Where cookware purchased (retail or onlineWhere cookware purchased (retail or online) Retail channels where cookware was purchased Retail stores where cookware was purchased Online etailers/web sites where cookware was purchased © Riedel Marketing Group 2014

COOKWARE MARKET TRACKER 3 About the Author © Riedel Marketing Group 2014 A.J. Riedel Senior Partner of Riedel Marketing Group A 25 year industry veteran, A.J. is a highly regarded marketing authority in the housewares industry. A.J. helps housewares executives avoid making costly product and marketing mistakes so they can accomplish their business objectives, make their numbers, and maybe even get promoted. When clients are having trouble making product, packaging, or marketing decisions because they don’t have enough information, she provides the market intelligence and consumer insight they need to make an informed decision. She’s been helping executives make better decisions at Cuisinart, Jarden, DKB, Bradshaw, Progressive, Chef’N, and many other housewares companies for over 22 years.

COOKWARE MARKET TRACKER 4 About Riedel Marketing Group For over 22 years, Riedel Marketing Group (RMG) has been providing housewares companies with market and consumer data and insight that helps them make informed product and marketing decisions with confidence. Housewares manufacturers, ranging from large Fortune 500 corporations to smaller privately owned companies, seek our expertise. Past and current clients include Cuisinart, Jarden, Newell Rubbermaid, Progressive International, Chef’N, Jokari, Dexas, Bradshaw International, and the International Housewares Manufacturers Association (IHA). Specializes Exclusively In Housewares: RMG is the only market research company that specializes exclusively in the housewares industry. Knowledgeable about Housewares Industry: I understand market dynamics, channels of distribution, consumers, history and trends, and marketing issues. Expertise in Research and Analysis: I have extensive experience with online surveys, product concept tests, market and competitive assessments, and home-use tests. Actionable Insight: I answer not just the “what” questions but also the “so what” (what are the ramifications of the data) and “now what” (what do we do as a result of this study) questions. Proprietary Consumer Panel: RMG is the only market research company with a proprietary housewares-focused Market Research Online Community (MROC). © Riedel Marketing Group 2014

COOKWARE MARKET TRACKER 5 Methodology © Riedel Marketing Group 2014 Q1Q2Q3 Total Sample Size 1,4671,0721,141 # of respondents who purchased cookware # of respondents who purchased 1 or 2 cookware items Online surveys were conducted with primary grocery shoppers in the U.S. in April (April 9 -12); July (July ); and October (Oct ). The primary grocer shopper is the person in the household who is responsible for purchasing more than 50% of the household's groceries. The research is conducted with primary grocery shoppers because they are typically the primary shopper for housewares products in addition to grocery products and are also likely to be the person responsible for food preparation for the household. This does NOT mean that the survey respondents who purchased cookware in the third quarter bought them from a grocery store. Respondents were screened based on past quarter purchase behavior. They had to have purchased cookware, bakeware, and/or kitchen tools or gadgets either for themselves/their household or to give as a gift in the previous quarter. The base for most of the bar charts is the number of respondents who answered the battery of questions about the first and second cookware items they purchased in Q3. In the cases where the base (N) is different, the definition of the base is shown in the title of the bar or pie chart.

COOKWARE MARKET TRACKER 6 Definitions of Types of Cookware © Riedel Marketing Group 2014 Fry & saute pans, skillets, Chef's pans, braziers, grill pans, woks Sauce pans, sauciers, stockpots, Dutch ovens, double broilers, multi-pots, pasta cookers All other cookware Cookware Sets The question about cookware type included images to visually depict the different kinds of cookware within each product type.

COOKWARE MARKET TRACKER 7 35% of primary grocery shoppers in the U.S. purchased cookware in the 2 nd quarter of 2014, up from 24% in the 1 st quarter. © Riedel Marketing Group 2014

COOKWARE MARKET TRACKER 8 Three quarters of cookware purchasers also bought bakeware and/or kitchen gadgets in 2 nd quarter. The same was true with cookware purchasers who bought in the 1 st quarter. © Riedel Marketing Group 2014

COOKWARE MARKET TRACKER 9 Two thirds of cookware purchasers purchased more than one cookware item in 2 nd quarter. The same was true in 1 st quarter. © Riedel Marketing Group 2014 Average # of items: Q1: 2.5 Q2: 2.6

COOKWARE MARKET TRACKER 10 In total, fry & sauté pans, skillets, Chef's pans, braziers, grill pans, and woks accounted for more than one third of the cookware purchased in Q1 and Q2. © Riedel Marketing Group 2014

COOKWARE MARKET TRACKER 11 The most popular set size was 6 to 9 pieces, same as in Q1. © Riedel Marketing Group 2014

COOKWARE MARKET TRACKER 12 Stainless steel cookware accounted for 35% of all cookware purchases in both the 1 st and 2 nd quarters. © Riedel Marketing Group 2014

COOKWARE MARKET TRACKER 13 More than 70% of the aluminum, clad, and other metal cookware purchased in Q1 and Q2 was coated; the majority of the coated cookware had traditional non-stick coating. © Riedel Marketing Group 2014

COOKWARE MARKET TRACKER 14 41% of the cookware purchased in Q2 was priced at $50 or more, up from 31% in Q1. © Riedel Marketing Group 2014

COOKWARE MARKET TRACKER 15 In Q2, the average price paid for a cookware set was $147.81, up from $ in Q1. The average price for open-stock was about the same in Q1 and Q2. © Riedel Marketing Group 2014

COOKWARE MARKET TRACKER 16 In Q2, almost 60% of cookware purchasers didn’t remember what brand of bakeware they purchased, up from half in Q1. © Riedel Marketing Group 2014

COOKWARE MARKET TRACKER 17 Similar to 1 st quarter, the vast majority of the cookware purchased in 2 nd quarter was cookware that respondents purchased for themselves. © Riedel Marketing Group 2014

COOKWARE MARKET TRACKER 18 30% of the cookware items purchased in Q1 and Q2 were replacements for old cookware that was stained, dirty, warped, or broken. © Riedel Marketing Group 2014

COOKWARE MARKET TRACKER 19 More than two thirds of the cookware items purchased in Q1 and Q2 were planned purchases. © Riedel Marketing Group 2014

COOKWARE MARKET TRACKER 20 When the cookware purchase was a planned purchase, the purchaser made the final decision on the specific brand and item after looking at the items in the store 70% of the time. When the cookware purchase was a planned purchase, the purchaser made the final decision on the specific brand and item after looking at the items in the store 70% of the time. © Riedel Marketing Group 2014

COOKWARE MARKET TRACKER 21 More than half of cookware items purchased when the final decision was made in the store were selected because the purchaser thought that specific item was the best value for the money. © Riedel Marketing Group 2014 Note: The question wording changed from 1 st to 2 nd quarter. Therefore, caution should be exercised when comparing 1 st and 2 nd quarter data.

COOKWARE MARKET TRACKER 22 More than three quarters of the cookware items purchased in Q1 and Q2 were bought at retail stores. © Riedel Marketing Group 2014

COOKWARE MARKET TRACKER 23 34% of the cookware purchased in 2 nd quarter was bought at a mass merchandiser. © Riedel Marketing Group 2014 Note: This was a new question that was added for 2 nd quarter. In 1 st quarter, the data was manually computed. Therefore, caution should be exercised when comparing 1 st and 2 nd quarter data.

COOKWARE MARKET TRACKER 24 In 2 nd quarter, 31% of cookware purchases were made at Wal-Mart. © Riedel Marketing Group 2014 Note: The question wording changed from 1 st to 2 nd quarter. Therefore, caution should be exercised when comparing 1 st and 2 nd quarter data.

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