As more consumers were holding onto their income in 2016 in the midst of an intense presidential campaign and economic uncertainty, advertised prices in bakeware took a dip.
While $9.99 remained the top pricepoint year-over-year, in 2015, the average advertised price was $13.81, while 2016’s average advertised price was $9.01. Of note, $1 came back onto the chart and sat in the third spot after dropping off of the 2015 list, while $39.99 has fallen off the list of top advertised pricepoints after being a staple for the past few years. There were also several new pricepoints advertised this year, including $5.99, $12.99 and $9.
Advertisements of bakeware pricepoints also fell year-over-year. After seeing a 44.6% increase from 2014 to 2015, in which the total number of advertised pricepoints was 772, 2016 saw a decrease of 28.8% to 550.
The top 10 advertised bakeware pieces saw a consumer movement of back-to-basics. According to industry experts, consumers will be looking at bakeware in new ways during 2017, which will continue to drive the use of the category back to the basic pieces like cookie sheets. However, as reflected in Market Track’s research, bakeware that allows consumers to take finished products on the go will also be top of mind.
For example, Anchor Hocking’s 4-piece Bake & Take set sat at the bottom of the list in 2015 with 12 advertisements. It has since jumped to the top of the list with 13 advertisements in 2016. Additionally, sets made a strong showing as Anchor Hocking’s 4-piece and 16-piece set both had seven advertisements in 2016.
According to Market Track, 2015’s advertised bakeware pieces centered around family-style baking with roasters, casseroles and pie plates dominating the charts. However, 2016 saw a 48.3% decline in advertised products, from 180 in 2015 to 93.
Good Cook, Martha Stewart and Anchor Hocking were back in the top 10, as they have been for the last several years, however, Wilton, Handi-Foil, Pyrex, Rachael Ray and AirBake, all of which have made the list previously, dropped off.
It is worth nothing that Handi-Foil’s BBQ Basics set was one of the top advertised products in 2015 and did not make the list in 2016. Family Chef made an appearance on the list in 2016, taking the tenth spot on the list with seven advertisements. Paula Deen made a strong return in 2016 after being absent from the list since at least 2014.
