Cookware advertising was on the rise in 2016, as stores increased focus on the category, according to Market Track research. Retailers were on a mission to get in front of consumers looking for both open stock and cookware sets.
Macy’s, the top advertising retailer for the last three years, again put on an advertising blitz, increasing advertising by 4.5% year-over-year. Boscov’s, which was in second place last year, dropped to third this year as Belk increased its advertising 12.3%.
ShopKo, Kohl’s and Fred Meyer stayed in fourth, fifth and sixth place on the list, respectively, however, ShopKo and Kohl’s both decreased their advertising while Fred Meyer increased its advertising by 1% year-over-year. Boston Store, which was seventh last year, dipped to ninth this year, even though it increased its advertising from 231 advertisements to 270 advertisements, as Bon Ton took its place on the list after producing 291 cookware advertisements. Carson’s increased its advertisements from 210 in 2015 to 290 in 2016, allowing it the eighth spot on the list. Younkers rounded out the top 10 in 2016, even though it increased cookware advertisements 20.9%.
Kmart, which came in at the eighth spot last year, did not make the list
this year.
As for top advertised brands, store/unbranded advertisements took the top spot in cookware advertisements in 2016, the second year in a row as retailers are promoting their private label goods first.
T-Fal products continue to be the second most advertised cookware brand and saw a 30.5% increase in advertisements from 2015 to 2016. Calphalon and Farberware stayed steady in third and fourth place, respectively, while both saw an increase in advertising as well. However, Cuisinart took the fifth spot this year, which was occupied by Anolon last year, and Anolon dipped to number six on the list after decreasing in advertisements by 17.3%. Tools of the Trade jumped from the ninth spot in 2015’s list to seventh on 2016’s list. Rachael Ray advertisements dropped from 195 to 151, which also dropped her placement on 2016’s list to ninth. Circulon, which was positioned at number eight last year with 194 advertisements, was tenth in 2016 with 150 advertisements. Cook’s Tools, number ten last year, did not make this year’s list.
However, Lodge, which was not present on 2015’s list, was listed eighth on 2016’s list with 165 advertisements. This is due to the fact that cast iron grew in popularity, according to industry insiders, and was able to create a marketing opportunity for retailers.
