he Instant Pot has become the cookware of
the moment, with CNET reporting that the
pressure cooker “continues to draw an obses-
sive, cultlike crowd of home cooks.”
Recipes for and pictures of appetizers, entrees, desserts
and cocktails have become ubiquitous on social media
platforms such as Facebook, Pinterest and Instagram.
And who hasn’t tuned into Food Network or visited
foodnetwork.com to watch a celebrity chef prepare a meal
or check out a new recipe? The network, after all, is distributed to nearly 100 million U. S. households and draws
more than 46 million unique web users each month.
The message is clear: Not only are today’s consumers
savvy about the food they eat but they’re also interested
in cooking that food within the confines of their own
Seventy-seven percent of Americans, for example, say
they would rather eat a homemade meal than go out for
dinner, according to online grocer Peapod’s annual meal
planning forecast. “Resolving to spend more time in the
kitchen in the new year, 43% said they plan to cook more
in 2019,” reports Chicago-based Peapod. The figure is
even greater for millennials, with 59% planning to prepare more homemade meals.
Many of those home cooks are shopping your store,
which means that an amped-up cookware category
equates to a recipe for boosting the bottom line.
Modern Lifestyles Drive Trends
In its 2019 Cookware Trend Report, Forbes identified
four key trends on the horizon in the new year: more
color, copper, adaptable pieces for small-space living,
and personal pieces, including items that meet consum-
ers’ individual needs “while showing off their style in
The way consumers’ lives have evolved is among
the factors driving those trends. Millennials are mov-
ing into cities and empty nesters are downsizing—and
both groups are seeking stackable cookware and other
innovative housewares to help them leverage limited
storage space, Penny Rosema, managing director for
Lowell, Mich.-based Cookware Manufacturers Asso-
ciation (CMA), explained in the October 2018 webinar
“What’s Cooking ... An Update on Trends, Techniques
and Consumers on Cookware and Bakeware” from the
International Housewares Association (IHA). They’re
also looking for items that help them address their desire
for healthy cooking, hence the popularity of cookware
with nonstick surfaces, Rosema says.
In addition, the IHA/CMA webinar found that 90% of
consumers will replace their cookware within a decade.
That means more than 1.2 million of the 121 million U.S.
households likely will replace their cookware each year.
“Think about how this translates into replacement buys
in your market,” Rosema says.
Ethnic influences and sustainability also come into
play, according to Robert Laub, president of Lakewood,
N.J.-based Harold Import Co. (HIC). “Tools that allow
home chefs to create authentic recipes, whether they
are pasta makers, pasta stamps and ravioli presses or
Asian-inspired tools including spider strainers, bamboo
steamers and an Asian-style rolling pin, will continue
to enjoy strong sales,” Laub says. “We have also seen
increased interest in kitchenware that is sustainable,”
including HIC’s Beyond Gourmet Parchment Paper,
new Beyond Gourmet Nature-Fresh Cleaning Cloths
made from natural wood fibers, bamboo kitchen gadgets
and cookware, and Helen’s Asian Kitchen Asian-Style
What’s Hot in
Cook-at-home trends can boost grocers’ cookware category,
as well as their bottom lines. By Kathleen Furore
of consumers who
will replace their
Source: An IHA/CMA webinar