Table of Contents
Executive Summary
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- The market
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- Figure 1: Total US retail sales and fan chart forecast of cookware, at current prices, 2009-19
- Market factors
- Consumers’ economic outlook has improved
- Segment performance
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- Figure 2: Total US retail sales and forecast of cookware, by segment, at current prices, 2011-16
- The consumer
- Many consumers enthusiastic about cooking, but overall category sales still modest
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- Figure 3: Attitudes concerning cooking, April 2014
- Most consumers own basic cookware items
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- Figure 4: Cookware ownership, April 2014
- Walmart is most common retailer for cookware purchases
- Consumers take a practical approach when selecting cookware
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- Figure 5: Top cookware/bakeware attributes, April 2014
- Cooking and cookware provide both functional and emotional benefits
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- Figure 6: Attitudes concerning cooking and cookware, any agreement, April 2014
- What we think
Issues and Insights
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- Support consumers in the kitchen
- The issues
- The implications
- Engage with Black and Hispanic consumers
- The issues
- The implications
- Help older consumers rediscover their enthusiasm for cooking
- The issues
- The implications
Trend Application
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- Trend: Minimize Me
- Trend: Factory Fear
- Trend: Immaterial World
Market Size and Forecast
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- Key points
- Sales and forecast of cookware
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- Figure 7: Total US retail sales and forecast of cookware, at current prices, 2009-19
- Figure 8: Total US retail sales and forecast of cookware, at inflation-adjusted prices, 2009-19
- Modest growth expected for cookware market
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- Figure 9: Total US retail sales and fan chart forecast of cookware, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Key points
- Consumer confidence is growing
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- Figure 10: University of Michigan’s index of consumer sentiment (ICS), 2007-14
- Median household income continues to decline
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- Figure 11: Median household income, in inflation-adjusted dollars, 2002-12
- More consumers undertaking home renovations
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- Figure 12: NAHB Remodeling Market Index
Competitive Context
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- Small kitchen appliances top competition for cookware
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- Figure 13: Sales of cooking appliances, by product type, 2011 and 2013
- Figure 14: Sales of food preparation appliances, by product type, 2011 and 2013
Segment Performance
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- Key points
- Cookware market is complex
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- Figure 15: Segment share of total US retail sales of cookware, 2014
- Nonstick cookware sales increase steadily
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- Figure 16: Total US retail sales and forecast of nonstick cookware, at current prices, 2009-19
- Stainless steel cookware poised for rebound
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- Figure 17: Total US retail sales and forecast of stainless steel cookware, at current prices, 2009-19
- Anodized aluminum cookware sales fluctuate somewhat
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- Figure 18: Total US retail sales and forecast of anodized aluminum cookware, at current prices, 2009-14
- Sales of other cookware highlights consumers’ exploration in the kitchen
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- Figure 19: Total US retail sales and forecast of other cookware, at current prices, 2009-14
- Interest in baking drives bakeware sales
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- Figure 20: Total US retail sales and forecast of metal bakeware, at current prices, 2009-14
- Cutlery continues to be essential
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- Figure 21: Total US retail sales and forecast of cutlery, at current prices, 2009-14
Retail Channels
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- Key points
- Cookware retail landscape is multifaceted
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- Figure 22: Retail share of total US retail sales of cookware, 2014
- Supercenters and warehouse clubs account for largest share of sales
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- Figure 23: US supercenter and warehouse club sales of cookware, at current prices, 2009-14
- Specialty stores are seeing an uptick in sales
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- Figure 24: US specialty store sales of cookware, at current prices, 2009-14
- Department stores fail to compete with other cookware retailers
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- Figure 25: US department store sales of cookware, at current prices, 2009-14
- “Other retailers” segment experiences inconsistent sales
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- Figure 26: US sales of cookware, through other retail channels, at current prices, 2009-14
Leading Brands
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- All-Clad
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- Figure 27: All-Clad B3 Bonded Aluminum Collection
- Calphalon
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- Figure 28: Calphalon Commercial Hard-Anodized Cookware Set
- Cuisinart
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- Figure 29: Cuisinart Chef’s Classic Stainless Color Series
- Le Creuset
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- Figure 30: Le Creuset 6-Piece Signature Set
- Lodge Cast Iron
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- Figure 31: Lodge Deep Skillet
- Swiss Diamond
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- Figure 32: Swiss Diamond Fry Pan
Innovations and Innovators
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- IMUSA offers global cookware line
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- Figure 33: IMUSA Global Cookware Collection
- Simplemente Delicioso merges functionality with visual aesthetics
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- Figure 34: Simplemente Delicioso Cookware
- Cuisinart launches a line of lightweight cast iron cookware
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- Figure 35: Cuisinart CastLite nonstick cast iron cookware
Marketing Strategies
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- Overview
- All-Clad continues to focus on Chef Ambassador program
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- Figure 36: All-Clad Chef Ambassador Marc Murphy
- Lodge Cast Iron emphasizes simplicity
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- Figure 37: Lodge Cast Iron Nation Cookbook
- Figure 38: How to cook salmon in Lodge Seasoned Steel
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- Figure 39: Steel is simple – How to clean Lodge Seasoned Steel
Consumers’ Approach to Cooking
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- Key points
- Nearly half of consumers cook from scratch regularly
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- Figure 40: Scratch cooking frequency, April 2014
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- Figure 41: Scratch cooking frequency, by gender, April 2014
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- Figure 42: Scratch cooking frequency, by age, April 2014
- Consumers have an enthusiasm for cooking
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- Figure 43: Attitudes concerning cooking, April 2014
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- Figure 44: Attitudes concerning scratch cooking, by gender, April 2014
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- Figure 45: Attitudes concerning scratch cooking, by age, April 2014
Cookware Ownership
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- Key points
- Eight in 10 consumers own basic cookware
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- Figure 46: Cookware ownership, April 2014
- Older consumers own more types of cookware
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- Figure 47: Cookware ownership, by age, April 2014
- Affluence strongly tied to cookware ownership
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- Figure 48: Cookware ownership, by household income, April 2014
- Enthusiastic Cooks already own a number of cookware items
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- Figure 49: Cookware ownership, by cooking custom groups, April 2014
Bakeware and Cutlery Ownership
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- Key points
- Bakeware items enjoy high incidence of household ownership
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- Figure 50: Bakeware ownership, April 2014
- Figure 51: cutlery ownership, April 2014
- Younger consumers more prime for bakeware and cutlery acquisition
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- Figure 52: Bakeware ownership, by age, April 2014
- Figure 53: cutlery ownership, by age, April 2014
- Ease of baking could help attract Average Cooks and Basic Cooks
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- Figure 54: Bakeware ownership, by cooking custom groups, April 2014
- Figure 55: cutlery ownership, by cooking custom groups, April 2014
Cookware Retailers
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- Key points
- Walmart is the preferred retailer for cookware purchases
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- Figure 56: Retail locations where cookware/bakeware is purchased, April 2014
- Younger consumers frequent retailers that offer lower pricing
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- Figure 57: Retail locations where cookware/bakeware is purchased, by age, April 2014
- Affluence impacts where consumers shop for cookware
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- Figure 58: Retail locations where cookware/bakeware is purchased, by household income, April 2014
- Enthusiastic Cooks still shop with budget in mind
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- Figure 59: Retail locations where cookware/bakeware is purchased, by cooking custom groups, April 2014
Cookware Attributes
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- Key points
- Consumers take functional approach to choosing cookware and bakeware
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- Figure 60: Top cookware/bakeware attributes, April 2014
- Older consumers want ease of cleaning while price matters for younger set
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- Figure 61: Top cookware/bakeware attributes, by age, April 2014
Attitudes Concerning Cookware and Cooking
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- Key points
- Cooking and cookware deliver both functional and emotional benefits
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- Figure 62: Attitudes concerning cooking and cookware, any agree, April 2014
- Women have stronger attitudes concerning cooking and cookware
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- Figure 63: Attitudes concerning cooking and cookware, any agree by gender, April 2014
- Younger consumers get more emotional benefits out of cooking
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- Figure 64: Attitudes concerning cooking and cookware, any agree by age, April 2014
Race and Hispanic Origin
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- Key points
- Hispanic and Black families present opportunity for the market
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- Figure 65: Population, by race and Hispanic Origin, 2009-19
- Hispanics and Blacks love to cook, but differ in how often they do it
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- Figure 66: Scratch cooking frequency, by race/Hispanic origin, April 2014
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- Figure 67: Attitudes concerning scratch cooking, by race/Hispanic origin, April 2014
- Figure 68: Frequency of cooking experimentation, by race/Hispanic origin, April 2014
- Hispanics and Blacks not as likely to own a variety of cookware and bakeware
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- Figure 69: Cookware ownership, by race/Hispanic origin, April 2014
- Figure 70: Bakeware and cutlery ownership, by race/Hispanic origin, April 2014
- Blacks and Hispanics shop at Walmart due to price
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- Figure 71: Retail locations where cookware/bakeware is purchased, by race/Hispanic origin, April 2014
- Figure 72: Top cookware/bakeware attributes, by race/Hispanic origin, April 2014
- Cooking and baking is a family activity for Hispanics and Blacks
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- Figure 73: Attitudes concerning cooking and cookware, any agree by race/Hispanic origin, April 2014
Appendix – Other Market Tables
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- Segment performance
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- Figure 74: Total US retail sales of cookware, by segment, at current prices, 2012 and 2014
- Retail channels
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- Figure 75: Total US retail sales of cookware, by channel, at current prices, 2011-13
Appendix – Other Useful Consumer Tables
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- Consumers’ approach to cooking
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- Figure 76: Cooking skill level, by gender, April 2014
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- Figure 77: Frequency of cooking experimentation, by gender, April 2014
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- Figure 78: Cooking skill level, by age, April 2014
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- Figure 79: Frequency of cooking experimentation, by age, April 2014
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- Figure 80: Scratch cooking frequency, by household income, April 2014
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- Figure 81: Attitudes concerning scratch cooking, by household income, April 2014
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- Figure 82: Cooking skill level, by household income, April 2014
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- Figure 83: Frequency of cooking experimentation, by household income, April 2014
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- Figure 84: Scratch cooking frequency, by presence of children in household, April 2014
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- Figure 85: Attitudes concerning scratch cooking, by presence of children in household, April 2014
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- Figure 86: Cooking skill level, by presence of children in household, April 2014
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- Figure 87: Frequency of cooking experimentation, by presence of children in household, April 2014
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- Figure 88: Scratch cooking frequency, by household size, April 2014
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- Figure 89: Attitudes concerning scratch cooking, by household size, April 2014
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- Figure 90: Cooking skill level, by household size, April 2014
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- Figure 91: Frequency of cooking experimentation, by household size, April 2014
- Cookware ownership
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- Figure 92: Cookware ownership, by gender, April 2014
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- Figure 93: Cookware ownership, by household size, April 2014
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- Figure 94: Cookware ownership, by presence of children in household, April 2014
- Bakeware and cutlery ownership
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- Figure 95: Bakeware ownership, by gender, April 2014
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- Figure 96: cutlery ownership, by gender, April 2014
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- Figure 97: Bakeware ownership, by household income, April 2014
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- Figure 98: cutlery ownership, by household income, April 2014
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- Figure 99: Bakeware ownership, by household size, April 2014
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- Figure 100: cutlery ownership, by household size, April 2014
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- Figure 101: Bakeware ownership, by presence of children in household, April 2014
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- Figure 102: cutlery ownership, by presence of children in household, April 2014
- Cookware retailers
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- Figure 103: Retail locations where cookware/bakeware is purchased, by gender, April 2014
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- Figure 104: Retail locations where cookware/bakeware is purchased, by presence of children in household, April 2014
- Cookware attributes
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- Figure 105: Top cookware/bakeware attributes, by gender, April 2014
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- Figure 106: Top cookware/bakeware attributes, by household income, April 2014
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- Figure 107: Top cookware/bakeware attributes, by cooking custom groups, April 2014
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- Figure 108: Top cookware/bakeware attributes, by presence of children in household, April 2014
- Attitudes concerning cookware
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- Figure 109: Attitudes concerning cooking and cookware, April 2014
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- Figure 110: Attitudes concerning cooking and cookware, any agree by household income, April 2014
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- Figure 111: Attitudes concerning cooking and cookware, any agree by cooking custom groups, April 2014
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- Figure 112: Attitudes concerning cooking and cookware, any agree by household size, April 2014
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- Figure 113: Attitudes concerning cooking and cookware, any agree by presence of children in household, April 2014
- Race and Hispanic origin
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- Figure 114: Cooking skill level, by race/Hispanic origin, April 2014
- Custom consumer groups
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- Figure 115: Cooking custom groups, by demographic, April 2014
- Figure 116: Cooking custom groups, by gender, April 2014
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- Figure 117: Cooking custom groups, by age, April 2014
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- Figure 118: Cooking custom groups, by household income, April 2014
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- Figure 119: Cooking custom groups, by race/Hispanic origin, April 2014
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- Figure 120: Cooking custom groups, by household size, April 2014
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- Figure 121: Cooking custom groups, by presence of children in household, April 2014
Appendix – Trade Associations
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