Consumers want cookware that lasts. Durable, safe, and versatile tools not only stand the test of time but also improve the cooking experience as skills grow. David Hamlette, Research Analyst…
US
Cooking
Home Retailing
simple
US Cookware Market Report 2025
"Consumers want cookware that lasts. Durable, safe, and versatile tools not only stand the test of time but also improve the cooking experience as skills grow."
The US cookware market is experiencing a shift as more people embrace cooking at home. This trend creates valuable opportunities for brands to cater to a growing audience of home chefs seeking tools to enhance their cooking experience.
Intermediate cooks now make up 63% of the market, showcasing a strong demand for advanced cookware that helps them refine their skills and build confidence in the kitchen.
Millennials represent a quarter of the advanced cooking market. This positions them as a prime audience for innovative, high-quality kitchen tools that align with their enthusiasm for culinary exploration.
51% of women prioritize non-toxic cookware, reflecting rising consumer concerns about safety. Brands that focus on safe, non-toxic materials can build trust and maintain a competitive edge in the market.
The shift in consumer behavior presents an opportunity for cookware brands to meet evolving demands with premium, safe, and innovative products. By addressing these needs, brands can inspire creativity and confidence in their customers while establishing themselves as trusted market leaders.
Key Issues Covered in the Report
Market drivers and factors affecting cookware sales.
Cooking ability and cooking/baking frequency.
Why US consumers are cooking more frequently.
Cookware/bakeware/cutlery ownership and purchase intent.
Purchase channels for cutlery, cookware, and bakeware.
Factors influencing purchase behavior.
Attitudes and behaviors towards cookware in the US.
MadeIn Cookware, Victoria Cookware, Heritage Steel, SCANPAN, Our Place, Fissler, Staub, Zwilling, Le Creuset, Tupperware, Anyday, Guy Fieri – Flavortown, Sydney Lynn Carlson – Lynnee, Great Jones, Caraway
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EXECUTIVE SUMMARY
What you need to know
Market predictions
What consumers want and why
Opportunities
Prioritize non-toxic materials and highlight them clearly on packaging
Emphasize longevity and durability in products
Target the intermediate cook and those building their inventories
Expand digital marketing efforts, especially for those shopping online
MARKET DYNAMICS
Market context
US economic snapshot
Consumer sentiment rose in July, but the prospect of looming tariffs could undermine any future progress
Graph 1: consumer sentiment index, 2022-25
Market drivers
The number of renters is rising, particularly among younger generations
Graph 2: current primary residence, 2024
Consumers are redefining what it means to eat healthy
Graph 3: changes in diet, 2024
Tariffs will push brands to innovate or shift the burden to consumers
There continues to be a clash between research, consumer fears, and plastic cookware
CONSUMER INSIGHTS
Consumer fast facts
Cooking ability
Engage consumers in the middle ground between introduction and expertise
Highlight tools that enhance techniques and creativity in the kitchen
Graph 4: cooking ability, by generation, 2025
Look at cooking style to market improvement accordingly
Graph 5: cooking ability, by food and drink segmentation, 2025
Elevate cookware for aspiring chefs willing to invest in quality
Overall changes in cooking and baking routines
Keep track of cooking trends and capitalize on the increasing interest in baking
Graph 6: overall changes in baking routines, trended, 2023-25
Graph 7: overall changes in cooking routines, trended, 2023-25
Homemade bread is on the rise
Acknowledge how the rise of GLP-1 use influences the need for specialized cooking
Graph 8: overall changes in cooking and baking routines – more than a year ago, by GLP-1 usage, 2025
Equip Black consumers in the kitchen with quality cookware for culinary exploration
Graph 9: overall changes in cooking and baking routines, by race (Black or African American) and food and drink segmentation, 2025
Reasons for cooking more
Highlight cookware as a holistic tool: promote benefits from healthy eating to enhanced mental wellness
Graph 10: reasons for cooking more, trended, 2023-25
Use targeted messaging that emphasizes longevity of products
Graph 11: reasons for cooking more, by generation, 2025
Boost cooking enthusiasm by encouraging creativity and skill development
Graph 12: reasons for cooking more, by cooking ability, 2025
Help consumers master cooking, whether it be solo or for others
Graph 13: select reasons for cooking more, by parental and marital status, 2025
Our Place caters to solo cooks and family-style cooking alike
Cooking frequency during the week
Inspire consumers with adaptable cookware designed to seamlessly fit into their daily routines
Educate consumers on the versatility of products to promote investment
Craft starter kits and bundles can help Gen Z build their collection
Cookware ownership and purchase interest
Cookware is widely owned, while bakeware shows potential for future purchases
Graph 14: cookware/bakeware ownership, 2025
Cookware is widely owned, while bakeware shows potential for future purchases
Graph 15: cookware/bakeware ownership – NET , 2025
Tap into the joys of cooking: engage women who choose to cook
Graph 16: cookware/bakeware ownership, by gender, 2025
Market cookware to younger men embracing their “Decorating Era”
Building brand loyalty with Gen Z takes time
Graph 17: cookware/bakeware ownership, by generation, 2025
Diversify multipurpose cookware for those with less income and less space
Graph 18: cookware/bakeware ownership – NET, by household income and housing situation, 2025
Cookware purchase channels
Strengthen omnichannel marketing to connect with consumers both in store and online
Graph 19: cookware purchase channels, 2025
Blend digital and in-store experiences to resonate with both Gen Z and Gen X
Graph 20: select cookware purchase channels, by generation, 2025
Introduce pricing tiers to accommodate different consumer budgets
Graph 21: select cookware purchase channels, by household income, 2025
Purchase influencers for cookware
Longevity of purchase is one of the most common factors influencing purchase decisions
Graph 22: cookware purchase influencers, 2025
Women have a broader range of motivators than men
Graph 23: cookware purchase influencers, by gender – female, 2025
Authentically represent queer consumers to build community and foster loyalty
Cookware attitudes and behaviors
Focus on educating consumers about the value of high-quality, non-toxic cookware
Graph 24: cookware attitudes and behaviors, 2025
Show durability through different cooking methods in one recipe
Provide peace of mind through non-toxic claims, especially for women
Younger consumers with more money are looking for cohesive “sets”
INNOVATION AND MARKETING STRATEGIES
Launch activity and innovation
Innovation in cookware is slowing down
Cookware Care takes cast iron maintenance inspiration from surface cleaner
Microwavable cookware is currently a topic of divided opinions
Leverage cookware that can brave the elements
SCANPAN: non-stick without the PFAS
Marketing and advertising
Caraway’s warranty reflects the company’s commitment to longevity
Celebrity-inspired cookware combines safety and emotional appeal
Celebrity-inspired cookware combines safety and emotional appeal: William Sonoma
Sur La table encourages consumers to add personality and show off when entertaining
APPENDIX
Market definition
Consumer research questions
Consumer research methodology
Food and drink flavor segmentation
Generations
Abbreviations and terms
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