Own Brands and the Cookware Market

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Abstract
Own brands are now emerging in the cookware market, and retailers are thus implementing strategies which influence manufacturers, traditional shopping outlets and consumer shopping style. This new trend is examined, seeking correlation with other market sectors which have already absorbed the own‐brand factor, relating what is current practice in the cookware market, identifying retailers' own and mixed brand policies and considering consumer choice factors. Cookware brand developments are not expected to differ from those of other sectors. Retailers will try to lead the market through product advancement, while manufacturers must seek to protect their brands by developing added value and using strong marketing strategies to promulgate anti‐own brand products.

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