This report covers the US cookware market extensively. Gain fresh insight into the consumer preferences influencing purchase decisions and shaping the industry landscape. Below, we’ve provided the market segmentation, key topics covered, and handpicked insights from the report.

Market Segmentation

Mintel defines the US cookware category as the following three main categories: cookware, bakeware, and cutlery.

Cookware includes

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

Key Topics Covered

  • Drivers and trends in the cookware market.
  • Innovation and competitive dynamics in the category.
  • Cooking and baking frequency and reasons for cooking more/less.
  • Cookware ownership and usage.
  • Retailers shopped for cookware.

US Cookware Market Overview

In this time of inflation, home cooking has become more economical than restaurants and pre-made meals, causing consumers to view cookware as an investment. However, as people have returned to pre-pandemic lifestyles, the percentage of people cooking more has decreased.

Cookware Consumer Statistics

  • 88% say durability is more important than design. Design is a major purchase influencer for cookware, but people are not willing to trade durability for it. Brands need to focus on durability to compete.
  • Nesting cookware sets and multifunctional pots and pans will continue to drive value. Near to half of consumers state they have limited space for cookware and bakeware, as elevated housing costs cause an increase in focus on square footage.
  • More people cook than bake, reflected in the fact that many consumers don’t use their cake or muffin tins, decorating tools, or mixing bowls. Brands relying on these less-used segments will benefit if they can find an occasion.

Opportunity for Cookware Brands

Cast iron cookware is long-lasting but needs more upkeep and can be challenging for some consumers to handle due to its weight. Meanwhile, leading players in the industry have demonstrated that ceramic can be robust and cost-effective. Regardless, durability across all value tiers will encourage young consumers to upgrade as they progress through their peak earning years.

Find a complete analysis of data-backed opportunities in the full report. Alternatively, browse our household and home market research.

Leading Players Discussed

All-Clad, Made In, Heritage Steel Cookware, Babish, Gunter Wilhelm, Ninja, Smithey, and more.

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Expert Analysis

Leading household products analyst Jamie Rosenberg delivers in-depth expert insight with this report.

As food prices rise, consumers see home cooking as a way to save money as well as a path to healthier eating.

Jamie Rosenberg, Associate Director - Global Household and Personal Care


Jamie Rosenberg
Associate Director, Global Household and Personal Care

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. The market

    • Market context
    • Market drivers
    • Graph 1: intention to buy a home, by generation and timeframe, 2022
  3. Competitive Strategies

    • Graph 2: interest in cookware brands that partner with celebrity chefs, by age and gender, 2023
    • Graph 3: consumers who are early adopters and those who prioritize design over durability, by age and income, 2023
  4. Consumer Insights

    • Consumer fast facts
    • Cooking and baking frequency
    • Graph 4: cooking frequency, 2019, 2021, 2023
    • Graph 5: baking frequency, 2019, 2021, 2023
    • Graph 6: consumers who are cooking more, by age, 2023
    • Reasons for cooking/baking more often
    • Graph 7: reasons for cooking more often, 2023
    • Graph 8: consumers who are cooking more to save money, by age and income, 2023
    • Graph 9: consumers who cook more to improve their skills and those who cook more to eat healthier, by age, 2023
    • Cookware ownership and usage and interest in future purchase
    • Graph 10: cookware ownership, 2021, 2023
    • Graph 11: cookware ownership, by housing status, 2023
    • Graph 12: consumers who plan to purchase a home, by age and timeframe, 2022
    • Graph 13: usage rate among consumers who own each segment, 2023
    • Graph 14: interest in owning cookware, by segment, 2023
    • Retailers shopped
    • Graph 15: cookware purchases, by retail channel, 2023
    • Graph 16: online-dominant cookware shoppers, by age and income, 2023
    • Graph 17: retailers shopped for cookware, 2023
    • Purchase factors
    • Graph 18: shopping behaviors related to cookware, bakeware and cutlery, 2023
    • Graph 19: consumers who are price conscious vs. brand-conscious, by income, 2023
    • Graph 20: consumers who are unsure about which products are best suited for their needs, by age, 2023
    • Attitudes and behaviors
    • Graph 21: attitudes and behaviors toward cookware, 2023
    • Graph 22: value-driven attitudes, by income, 2023
    • Graph 23: attitudes toward cooking and cookware
  5. Appendix

About the report

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.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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