INDUSTRY REPORT
CategoryIQ: Cookware
Our CategoryIQ reports unpack the latest market trends from US Amazon data at the category level. These exclusive insights help our customers understand the category and competitive dynamics influencing market growth, and how they can apply winning strategies to grow their brands across retailers, too.
Here’s what we found is trending in Cookware:
The kitchenware market has experienced strong growth, expanding by 40% overall—with cookware leading at 32.6% growth (increasing from $232.8M to $308.8M). Knives and knife sets saw the highest category growth at 46%, followed by bakeware at 41%, signaling strong consumer demand. Though demand remains high, competitive dynamics are evolving, requiring brands to optimize pricing, promotions and product innovation to maintain market share.
3 Key insights
- Ad spend is declining: Brands are scaling down promotions, with major players like Calphalon, Cuisinart and T Fal reducing promotional spend
- Mid-range prices dominate, but don’t count luxury products out: The $28-$52 price band leads unit sales (33%), while premium price bands contribute significantly to revenue
- Innovation is a competitive advantage: "Dishwasher Safe" and "Induction Cooking" are key product themes, while Astercook leads in new product launches and revenue growth