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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Cookware market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

For the purposes of this report, Mintel defines the US cookware category as the following three main categories: cookware, bakeware, and cutlery.

Cookware accounts for nearly three quarters of the market and includes:

  • Standard pots and saucepans
  • Frying pans
  • Woks
  • Casserole dishes designed for use on the stove or in the oven

Small kitchen appliances (eg toasters, air fryers, blenders) are excluded (see Small Kitchen Appliances – US, December 2018). Bakeware refers to products used to bake or roast foods in the oven, such as:

  • Roasting tins
  • Baking sheets
  • Loaf tins
  • Muffin trays
  • Omelette/pancake pans
  • Pasta pans
  • Vegetable steamers
  • Other niche products

Kitchen cutlery refers to knives that have a specific kitchen task and includes:

  • Knife blocks or sets
  • Cook’s knives
  • Carving knives
  • Vegetable paring knives
  • Cleavers
  • All-purpose kitchen knives

Expert analysis from a specialist in the field

Written by Madelyn Franz, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Cookware sales have been slowly declining since 2016, as innovations in small kitchen appliances further hinder sales that are already limited by the high penetration and long life span of products within the category. However, trends in overall personal wellness and the influence of social media have helped generate interest in cooking and baking at home. This interest can provide cookware brands and retailers with an opportunity to use unique designs and engaging content to reach both new and existing consumers Madelyn Franz
Household Analyst


What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Themes
            • Young consumers are looking to learn and grow
              • Cookware is going digital
                • Innovations in product design may encourage category growth
                  • What it means
                  • The Market – What You Need to Know

                    • Cookware market sees gradual declines
                      • Bakeware and cutlery sales grow
                        • Population trends may impact kitchen habits, cookware sales
                          • Small kitchen appliances hinder cookware growth
                          • Market Size and Forecast

                            • Cookware sales continue to decline, with opportunity in inspiration
                              • Figure 1: Total US sales and fan chart forecast of market, at current prices, 2011-21
                              • Figure 2: Total US sales and forecast of market, at current prices, 2014-24
                          • Market Breakdown

                            • Cookware essentials dominate the market
                              • Figure 3: Share of US retail sales of cookware, by segment, at current prices, 2019 estimates
                            • Bakeware and cutlery continue to grow, despite overall market declines
                              • Superstores and specialty retailers control the market
                                • Figure 4: Total US retail of cookware, by channel, at current prices, 2019 estimates
                            • Market Perspective

                              • Storage concerns may prompt cookware design overhaul
                                • Health-conscious consumers crave convenience
                                  • Small kitchen appliances’ slow growth in the saturated cookware category
                                  • Market Factors

                                    • Household composition shifts away from the presence of children, impacting cooking habits
                                      • Figure 5: Percentage of households with children, 2007-17
                                    • Population age distribution skews older, alters cookware needs
                                      • Figure 6: Population aged 18 or older, by age, 2013-23
                                    • Confident consumers may provide new opportunities for premium cookware brands
                                      • Figure 7: Food spend at and away from home, January 2013-April 2019
                                      • Figure 8: Consumer Confidence Index, January 2013 to May 2019
                                  • Key Players – What You Need to Know

                                    • Internet trends continue to shape the cookware category
                                      • Convenience and versatility appeal to consumers
                                        • Customized cookware revitalizes the kitchen
                                        • What’s Working?

                                          • Partnerships with influencers extend category reach
                                            • Figure 9: Chef Tom Colicchio Describes Partnership with Made In, October 2018
                                            • Figure 10: Chrissy Tiegen Announces “CHRISSYxTARGET” Cookware Line, September 2018
                                          • Content creation captures target consumers
                                            • Figure 11: Le Creuset Releases Memorial Day Spotify Channel, May 2019
                                        • What’s Next?

                                          • Space saving tactics streamline storage and use
                                            • Figure 12: Calphalon Premier Space Saving Hard Anodized Nonstick Cookware Set
                                            • Figure 13: Made In Silicone Universal Lid
                                          • Style meets substance with customized cookware
                                            • Figure 14: Le Creuset Customized Hardware, May 2019
                                        • The Consumer – What You Need to Know

                                          • Adults are cooking as much as they were a year ago
                                            • Cookware, bakeware, and cutlery ownership is universal
                                              • Most cookware purchases made at mass merchandisers, though online-only retailers are growing
                                                • Storage limitations are a primary concern
                                                • Cooking and Baking Frequency

                                                  • Adults are cooking about as often as they were a year ago
                                                    • Figure 15: Cooking and baking frequency, February 2019
                                                  • Life stage impacts cooking and baking habits
                                                    • Figure 16: Cooking and baking frequency, by age, February 2019
                                                    • Figure 17: Cooking and baking frequency, by parental status, February 2019
                                                  • Hispanic consumers are cooking and baking more
                                                    • Figure 18: Cooking and baking frequency, by Hispanic origin, February 2019
                                                  • Health-conscious consumers cook for pleasure
                                                    • Figure 19: Reasons for cooking/baking more, February 2019
                                                    • Figure 20: Healthy Cooking on GreenLife Cookware Instagram, March 2019
                                                  • Younger consumers are cooking more to improve their skills, and they enjoy it
                                                    • Figure 21: Reasons for cooking/baking more, by age, February 2019
                                                  • Parents are driven by convenience in the kitchen
                                                    • Figure 22: Reasons for cooking/baking more, by parental status, February 2019
                                                • Cookware Ownership and Usage

                                                  • Ownership of traditional cookware is nearly universal
                                                    • Figure 23: Cookware ownership and usage, February 2019
                                                  • Young adults are developing their cookware collection
                                                    • Figure 24: Cookware ownership and usage, by age, February 2019
                                                  • Asian consumers use specialty and microwave cookware
                                                    • Figure 25: Cookware ownership and usage, by race/Hispanic origin, February 2019
                                                • Bakeware and Cutlery Ownership and Usage

                                                  • Growth opportunity lies in specialty items
                                                    • Figure 26: Bakeware and cutlery ownership and usage, February 2019
                                                  • Young adults provide growth opportunities
                                                    • Figure 27: Bakeware and cutlery ownership and usage, currently own and use, by age, February 2019
                                                  • Black and Asian consumers are less engaged with baking and bakeware
                                                    • Figure 28: Bakeware ownership and usage, currently own and use, by race, February 2019
                                                • Retailers Shopped

                                                  • Majority of consumers continue to shop for cookware in-store
                                                    • Figure 29: In-store vs online purchase, February 2019
                                                  • Most cookware is purchased at a mass merchandiser
                                                    • The role of online-only retailers is growing
                                                      • Figure 30: Retailers shopped, February 2019
                                                    • Category experience influences retailer selection
                                                      • Figure 31: In-store vs online purchase, by age, February 2019
                                                  • Shopping Behaviors

                                                    • Product quality and familiarity matter
                                                      • Figure 32: Shopping behaviors, February 2019
                                                    • Young adults seek information across multiple channels
                                                      • Figure 33: Shopping behaviors, by age, February 2019
                                                      • Figure 34: Shopping behaviors, by parental status, February 2019
                                                    • Men may be candidates for premium products
                                                      • Figure 35: Shopping behaviors, by gender, February 2019
                                                  • Attitudes toward Cooking and Baking

                                                    • Cookware storage remains a concern, while convenience becomes a priority
                                                      • Figure 36: Attitudes toward cooking and baking, February 2019
                                                    • Younger consumers seek inspiration and guidance
                                                      • Figure 37: Le Creuset Announces Instagram Takeover, June 2019
                                                      • Figure 38: Attitudes toward cooking and baking, by age, February 2019
                                                    • Parents are engaged cooks in the kitchen and online
                                                      • Figure 39: Attitudes toward cooking and baking, by parental status, February 2019
                                                    • Blacks and Hispanics seek innovation in the kitchen
                                                      • Figure 40: Attitudes toward cooking and baking, by race and Hispanic origin, February 2019
                                                  • Appendix – Data Sources and Abbreviations

                                                    • Data sources
                                                      • Sales data
                                                        • Fan chart forecast
                                                          • Consumer survey data
                                                            • Abbreviations and terms
                                                              • Abbreviations
                                                                • Terms

                                                                About the report

                                                                This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                • The Consumer

                                                                  What They Want. Why They Want It.

                                                                • The Competitors

                                                                  Who’s Winning. How To Stay Ahead.

                                                                • The Market

                                                                  Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                • The Innovations

                                                                  New Ideas. New Products. New Potential.

                                                                • The Opportunities

                                                                  Where The White Space Is. How To Make It Yours.

                                                                • The Trends

                                                                  What’s Shaping Demand – Today And Tomorrow.

                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.