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.

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

Table knives are excluded.