Private label and mass merchandisers were the big winners in a PLMA survey of consumer attitudes towards kitchenware and cookware products. Kitchenware and cookware sold by mass merchandisers, club stores and supermarkets under their own store brands have built a strong following among consumers. Among the dozen most popular kitchenware brands, half were private label.
The study, conducted by Surveylab, analyzed the preferences and attitudes of consumers towards the purchase of kitchenware and cookware products, the retail channels that sell them, both bricks and mortar and online; brands, including store brands; product features and attributes; innovation, and price. More than 1,000 shoppers participated.