Ceramic Industry

Latest Industry Data Show Gains by Oneida in Consumer Flatware (posted 5/5/08)

May 5, 2008

Oneida Ltd. recently announced major gains in market share for the 12-month period ending March 31, 2008, as reported by The NPD Group, a leading provider of consumer and retail information. Oneida was the top-ranked brand in flatware, with a 26.6% market share. The company’s market share in flatware increased by 2.7 points during the year, more than any other brand, and Oneida also ranked as the number one brand in fine flatware, with a 20.1% market share.

While overall sales volume in the flatware category was down 3.5% vs. last year, Oneida increased its volume by 7.6%. In the casual flatware category, Oneida increased its market share by 4.7 points, to 31.1%, the greatest increase of any brand. Sales volume in the category grew by just 2.4% industry-wide, while Oneida’s volume rose by 20.7%.

In addition, Oneida had more patterns ranked in the top 10 by sales volume than any other brand. Oneida’s “Michelangelo” flatware pattern, which celebrates its 40th anniversary this year, ranked first in the entire fine flatware category.

“Oneida’s flatware brands have consistently been top sellers, and we are pleased to see that they have extended their gains over the past year,” said Tim Shine, president of Oneida’s consumer division. “Our innovative designs, high quality and range of choices for all occasions continue to draw an excellent consumer response.”

Visit www.oneida.com for additional information.