US Cookware Market Report 2021
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“There has been a substantial increase in the frequency of cooking and baking due to the pandemic. Suppliers and retailers can capitalize on this shift by encouraging consumers to continue…

US Cookware Market Report 2021

£ 3,695 (Excl.Tax)


This report provides comprehensive and current information and analysis of the US Cookware market including US Cookware market size, cookware market research, anticipated market forecast, relevant market segmentation, and industry trends for the cookware market in the US.

Current market landscape

COVID-19 has driven a jump in the frequency of cooking and baking. In 2021, almost half (45%) of consumers are cooking more than a year ago, with more than one quarter (27%) baking more. While this boost in at-home cooking/baking is likely to taper off as the country emerges from the pandemic, there is an opportunity to capitalize on this shift in behavior.

The pandemic shut down or limited restaurant sales, closed schools and led many to work from home, all of which drove a spike in at-home cooking and baking. As consumers return to more pre-pandemic lifestyles and behaviors, category sales are expected to remain elevated in 2021-22 before leveling out in the longer term.

Future market trends in US cookware

Future growth will hinge on the extent to which suppliers and retailers continue to engage these consumers. As the effects of the pandemic attenuate, high penetration and the long replacement cycle of products create challenges for long-term category growth.

Gen Z, Millennials, and parents are among those actively acquiring more cookware and bakeware, with purchases fueled by necessity as well as newfound interest in entertaining at home and building skills. Tips, tools, demonstrations and recipes provided by celebrity chefs and online influencers have also helped buoy interest. Moving forward, the adoption of digital offerings for brands within the marketplace will present further opportunities to engage with and drive purchases from key consumer segments.

Read on to discover more about the US Cookware consumer market, or take a look at our other Cooking And Cookware market research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the cookware market
  • Major drivers and trends in the cookware market
  • Cookware trends in materials, colors, format and other innovations
  • Consumer behaviors, attitudes and perceptions in relationship to cooking and baking, and their usage of different types of cookware
  • US Cookware Industry growth

Covered in this report

Brands include: Smithey Ironware, Range Kleen, Taste of Home, Lodge Cast Iron, Calphalon, Original Green, Tfal-USA, Food 53, Nordstrom, Le Creuset, Fissler USA, Hestan Culinary, Hexclad, Gibson Homewares, Chrissy X, Babish Cookware, Amazon, Proclamation Brands, Caraway Cookware, Kitchen Hacks, Global Kitchen Concepts, Instant Pot.

Expert analysis from a specialist in the field

This report, written by Vince DiGirolamo, a leading analyst in the Cooking and Cookware sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

There has been a substantial increase in the frequency of cooking and baking due to the pandemic. Suppliers and retailers can capitalize on this shift by encouraging consumers to continue to cook, showcasing the healthfulness and pleasures of at-home cooking and baking. Looking forward, suppliers will need to engage consumers across online platforms and integrate cooking and baking into wider trends related to holistic wellness, sustainable living and more eco-friendly home spaces.

Vince DiGirolamo, Reports Director
Vince DiGirolamo
Reports Director

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • The pandemic drives sales; market forecast to top $7.1 billion in 2026
      • Figure 1: Total US retail sales and fan chart forecast of cookware, at current prices, 2016-26
    • Impact of COVID-19 on at-home food preparation and cookware
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on cookware, 2021
    • Opportunities and Challenges
    • COVID-19 drives the cookware/bakeware market online
    • Attitudes suggest challenges for specialized products and limited brand allegiance
    • Cooking has soared in the past year, especially with Gen Z and Millennials
      • Figure 3: Cooking frequency, by generation, 2021
    • Opportunity in helping Gen Z improve skills and Millennials entertain
      • Figure 4: Reasons for cooking/baking more, by generation, 2021
    • Practical considerations lead product choice, but secondary tools help differentiate
      • Figure 5: Purchase factors, 2021
  3. The Market – Key Takeaways

    • Strong growth of 2020 and 2021 likely to plateau post-pandemic
    • With pandemic fears and closures, at-home food consumption soars
    • Interest in weight loss and wellness will shape future demand
  4. Market Size and Forecast

    • Cookware sales climb during the pandemic, but likely to slow 2022-26
      • Figure 6: Total US retail sales and fan chart forecast of cookware, at current prices, 2016-26
      • Figure 7: Total US retail sales and forecast of cookware, at current prices, 2016-26
  5. Market Factors

    • At-home food consumption during the pandemic drives cooking/baking
      • Figure 8: Monthly sales of food at home (FAH) and food away from home (FAFH), January 2019-June 2021
    • Ongoing concern around COVID-19 can lead to more cooking at home
      • Figure 9: COVID-19 exposure concern, 2020-21
    • Some improvements to economy, albeit shrouded in uncertainty
      • Figure 10: Unemployment and underemployment, 2007-2021
      • Figure 11: Consumer Sentiment Index, 2007-2021
    • Economic effects of pandemic unevenly distributed
    • Interest in weight loss and wellness will shape future demand
    • Broader sustainability movement shapes demand for eco-friendly products
  6. Companies and Brands – Key Takeaways

    • Family, friends, adventure and eco-friendly living are key themes
    • Consumers – especially Gen Z – seek inspiration and skills
    • Online engagement and multi-channel retail transform market
    • Suppliers offer innovation in materials, functionality and design
  7. Competitive Strategies

    • Resonant themes: family, friends, home, adventure and the outdoors
      • Figure 12: Smithey Ironware summer table
      • Figure 13: Range Kleen Taste of Home
      • Figure 14: Lodge cast iron Wanderlust series; summer contest
      • Figure 15: Smithey Ironware cooking on coals; getaway giveaway
    • Suppliers meet demand for support, inspiration and cooking skills
    • Myriad recipes – especially nostalgic comfort food (with a BFY flair)
      • Figure 16: Calphalon mac & cheese recipe
      • Figure 17: Original Green Pan vegan lasagna
      • Figure 18: TFAL-USA salmon recipe
    • Skill-building tips and classes prized by Gen Z
      • Figure 19: Calphalon Tips & Tricks
    • Online e-food communities offer information, tips, recipes…and new products
      • Figure 20: Food 52 & Nordstrom partnership
    • Tips for product selection, care and cleaning
      • Figure 21: Le Creuset Cookware heat source guide
      • Figure 22: Fissler USA cleaning pressure cooker tips
    • Partnerships with chefs become integral to wide range of suppliers
    • Chef Thomas Keller supports Hestan Culinary’s reputation for quality and elegance
      • Figure 23: Hestan Culinary taps renowned chef and highlights quality
    • Chef Gordon Ramsey brings playful, brash appeal and strong following to HxClad
      • Figure 24: Gordon Ramsey with HexClad
      • Figure 25: Gordon Ramsey tips on scallops, hexclad, August 2021
      • Figure 26: Gordon Ramsey highlights HexClad on TikTok
    • Calphalon showcases diverse cuisines and chef profiles via Calphalon Kitchen Club
      • Figure 27: Calphalon brand ambassadors
    • Influencers and social media stars promote new cookware brands
      • Figure 28: Tia Mowry teases launch of Gibson Homewares product line
      • Figure 29: Babish with knife from prep set, March 2021
  8. Market Opportunities

    • Online engagement and multi-channel retailing transforming market
    • Cookware as part of holistic approach to home, health and wellness
      • Figure 30: The Original Green Pan, August 2021
      • Figure 31: Proclamation Goods highlights brand purpose
    • Trends and innovations in functionality and design
    • Back to basics: the appeal of simplicity, quality and high functionality
      • Figure 32: Lodge Castiron Cleaning tools
    • The appeal of beauty and personalization with cookware in a range of colors
      • Figure 33: Le Creuset Customized Hardware
      • Figure 34: Caraway cookware in marigold and in kitchen decor
    • Portable, multi-functional and compact cookware
      • Figure 35: Various brands highlight multi-function items and space-saving sets
      • Figure 36: Caraway magnetic storage rack
    • Durable nonstick pans with non-toxic and eco-friendly surfaces
      • Figure 37: T-Fal and Le Creuset highlight nonstick cookware
  9. The Consumer – What You Need to Know

    • COVID-19 fears drive increase in at-home cooking and baking
    • Basics are widely owned, specialty items better positioned for growth
    • The role of online-only retailers is growing, with Amazon on top
    • Consumers prioritize performance and material when selecting cookware
    • Consumers seek well-made products for regular use, flexible on brand
    • Interest is high in space-saving, multi-use and eco-friendly products
  10. Cooking and Baking Frequency

    • Cooking and baking frequency climbs in the past year
      • Figure 38: Cooking and baking frequency, February 2019; July 2021
    • Millennials most likely to report increased cooking and baking
      • Figure 39: Cooking frequency, by generation, 2021
      • Figure 40: Baking frequency, by generation, 2021
    • COVID-19 drives families to cook and bake more at home
      • Figure 41: Cooking and baking frequency, by parental status, 2021
    • More affluent households have expanded at-home cooking, baking
      • Figure 42: Cooking and baking frequency, by household income, 2021
  11. Reasons for Increased Cooking and Baking

    • COVID-related concerns drive the increase in at-home cooking
      • Figure 43: Reasons for cooking/baking more, 2019 vs 2021
    • Different factors tend to motivate men and women to cook more
      • Figure 44: Hestan culinary chef testimonial
      • Figure 45: Proclamation goods, father’s day
      • Figure 46: Reasons for cooking/baking more, by gender, 2021
    • Motives for cooking more vary significantly across generations
      • Figure 47: Reasons for cooking/baking more, by generation, 2021
    • Parents want to entertain, but also save time and effort
      • Figure 48: Reasons for cooking/baking more, by parental status, 2021
    • For less affluent households, healthier food and cost saving are key
      • Figure 49: Reasons for cooking/baking more, by household income, 2021
    • Hispanic consumers seeking healthy eating and more skills
      • Figure 50: Reasons for cooking/baking more, by Hispanic origin, 2021
  12. Cookware and Bakeware Ownership and Usage

    • Pots and pans are most widely owned and used
      • Figure 51: Cookware ownership and usage, 2021
    • Women own more expansive range of cookware/bakeware
      • Figure 52: Cookware ownership, by gender, 2021
    • Gen Z and Millennials positioned to expand collections
      • Figure 53: Cookware ownership and usage, by generation, 2021
    • More affluent consumers own greater range, especially of bakeware
      • Figure 54: Cookware ownership, by household income, 2021
    • Asian consumers use specialty and microwave cookware
      • Figure 55: Cookware ownership, by race, 2021
  13. Interest in future purchase

    • Interest is highest in more specialized cookware/bakeware
      • Figure 56: Interest in owning cookware/bakeware, 2021
    • Gen Z and Millennials most interested in future purchases
      • Figure 57: Interest in owning, by generation, 2021
    • Parents seek more cookware and bakeware
      • Figure 58: Interest in owning, by parental status, 2021
    • Less affluent consumers eager to buy more
      • Figure 59: Interest in owning, by household income, 2021
  14. Retailers Shopped

    • The role of online-only retailers is growing
      • Figure 60: Shopping approach, 2021
    • Millennials most likely to have shopped for cookware, and done so online
      • Figure 61: Shopping approach, by generation, 2021
    • Parents embrace online channels for cookware purchases
      • Figure 62: Shopping approach, by parental status, 2021
    • More affluent households shop more online
      • Figure 63: Shopping approach, by household income, 2021
    • Mass merchandisers are leading brick-and-mortar retailers
      • Figure 64: In-store retailers shopped, 2021
    • Amazon dominates online marketplace
      • Figure 65: online retailers shopped, 2021
    • Retailer choice varies among generations
      • Figure 66: Retailers shopped, by generation, 2021
  15. Purchase Factors

    • Performance and material-related factors are most important
      • Figure 67: Purchase factors, 2021
    • Women focus on practicality, as men focus on brand and testimonials
      • Figure 68: Purchase factors, by gender, 2021
    • Millennials most likely to factor consumer reviews and brand reputation
      • Figure 69: Purchase factors, by generation, 2021
    • Brand name is a bigger deal to more affluent consumers
      • Figure 70: Purchase factors, by household income, 2021
  16. Shopping Behaviors

    • Consumers are willing to pay more for frequently-used quality products
    • In-store buyers prize seeing products directly
      • Figure 71: Shopping behaviors, 2021
    • Men may be candidates for premium products
      • Figure 72: Shopping behaviors, by gender, 2021
    • Older generations seek quality; younger consumers interested in trial and demonstrations
      • Figure 73: Shopping behaviors, by generation, 2021
    • Warranties, demonstrations and specialized products appeal to parents
      • Figure 74: Shopping behaviors, by parental status, 2021
    • Tiered pricing warranted, as affluent ready to pay more for high-end
      • Figure 75: Shopping behaviors, by household income, 2021
    • Hispanic consumers focus on essentials, want high-value propositions
      • Figure 76: Shopping behaviors, by Hispanic origin, 2021
  17. Attitudes toward Cooking and Baking

    • Cookware storage is a concern, and convenience is a priority
      • Figure 77: Attitudes toward cooking and baking, 2021
    • Space is a prime concern for women
      • Figure 78: Attitudes toward cooking and baking, by gender, 2021
    • Space storage concerns older consumers; younger consumers seek guidance in making choices
      • Figure 79: Attitudes toward cooking and baking, by generation, 2021
    • Parents are engaged cooks in the kitchen and online
      • Figure 80: Attitudes toward cooking and baking, by parental status, 2021
  18. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  19. Appendix – The Market

      • Figure 81: Total US retail sales and forecast of cookware, at inflation-adjusted prices, 2016-26

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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


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