Year In Review 2020: Cookware Boomed With Consumer Return To The Kitchen

2020 was the year that yeast and flour were in short supply. People returned to their kitchens, both with dread and with vigor. Recipes that were saved on Pinterest for “when I have time” became recipes created in real life on a daily basis. Cookware and bakeware saw the benefits.

Stay-at-home and quarantine orders impacted the U.S. throughout the spring and into the summer and took restaurant and fast food culture with it. Consumers realized their old cookware wasn’t living up to the newfound demand, igniting sales at a pace that hadn’t been seen in recent years. Additionally, consumers were also keenly aware of the holes in their cookware and bakeware collections, which inspired them to fill those voids.

Cookware and bakeware made a return to the sales floor. In recent years, consumers have passed on sets in favor of creating their own curated collection of cookware. But, the consistent use of cookware and bakeware, as consumers created more meals at home, ignited a return to the purchase of cookware sets.

While the pandemic may have spurred the growth of cookware and bakeware in a variety of ways, the category had its pressures as well. Cookware and bakeware manufacturers battled supply and demand, as shipping and stocking issues kept the categories from reaching its full sales potential.

HomeWorld Business 2020_Year_In_Review

Moving & Shaking

  • Fissler welcomed James McArdle to the post of interim managing director of Fissler USA.
  • The Cookware Manufacturers Association (CMA) elected a new board member, Mike Otterman, CEO of Lodge Manufacturing Company. Fran Groesbeck joined CMA as a consultant.
  • Starfrit appointed Jim Teml to the post of vp/sales and business development, USA markets.
  • Bradshaw Home appointed Scott Henrikson as svp/international.
  • Regal Ware appointed Andrew Mielke to the post of global sourcing director.

Brand News

  • RL Industry purchased the Baker’s Secret brand of bakeware and has plans to penetrate the U.S. market with new, innovative products going into 2021.
  • The Joyce Chen, Origins and Keilen brands of cookware were acquired by Honey-Can-Do from Columbian Home Products.
  • Hestan Culinary partnered with Food52, and the culinary platform now carries the company’s NanoBond cookware.
  • Groupe SEB USA tightened its All-Clad authorized distribution network, and the company will no longer accept All-Clad orders from select retailers, including but not limited to the independent retail market.
  • Le Creuset entered into a partnership with Zola, which resulted in an exclusive collection for the site.
  • Regal Ware celebrated its 75th year in business, as the Wisconsin-based company has been manufacturing housewares products since 1945.
  • Nucu, a Vollrath brand of cookware and bakeware, added Wayfair to its distribution network.
  • In light of the wildfires that raged through the West, Portland, OR-based cast iron cookware company, Finex, created a new pan that is designed to help support wildfire relief.
  • The Fissler Pure-Profi Collection of cookware won the 2020 iF Product Design Award.
  • In an effort to help end hunger across the U.S., Greenpan, a subsidiary of The Cookware Company, teamed up with Feeding America.
  • GoodCook, a division of Bradshaw Home, continued its partnership with the Emeril Lagasse Foundation through its support of Emeril’s Culinary Garden & Teaching Kitchen.
  • Five Two, the housewares line from Food52, joined Nordstrom’s home assortment. The company’s cookware, dishware and kitchen essentials are featured in select Nordstrom stores in the U.S. and Canada as well as online.
  • Good Housekeeping and chef Curtis Stone’s kitchen product company Foodfight teamed up to launch Good Housekeeping Kitchenware, a new line of cookware, gadgets, and other kitchen essentials at QVC.
  • Gibson Overseas entered into a partnership with YouTube star Andrew Rea, host of “Binging With Babish” and “Basics With Babish.” The company also unveiled a licensing agreement with Martha Stewart earlier in the year.
  • Bradshaw’s GoodCook partnered with Gemma’s Bigger Bolder Baking, hosted by professional chef Gemma Stafford, to launch her first “Everything You Need to Know About Bakeware” series.

Product Pipeline

  • Zavor debuted the Noir Collection of cast aluminum cookware, which features a Whitford ceramic non-stick coating.
  • Saveur Selects, a cookware brand associated with Bonnier Consumer Products, debuted stainless steel cookware sets, although distribution was only for a limited time.
  • GreenPan, a division of The Cookware Company, showcased Venice Pro, its stainless steel ceramic non-stick cookware line.
  • Tramontina launched the Duo cookware collection, which includes a tri-ply base with ceramic and non-stick interiors.
  • SharkNinja added to its Ninja Foodi line with the launch of a new cookware collection. Dubbed the Foodi NeverStick line, the cookware is designed to sear like stainless steel and go straight into the oven like cast iron.
  • Le Creuset continued its color-centric rollout with Cosmos, Noel, Deep Teal, and Licorice as well as the Lotus Collection, Nectar and Artichaut, and Olive Branch line. The company also added new dishes made for creating a layered lasagna. It also released a new non-stick line of cookware, dubbed Toughened Non-stick Pro.
  • Lodge Cast Iron debuted a 9-piece baking set which rolled out in Target in October.
  • Chantal rolled out its new 3.Clad cookware line. The stainless steel pieces are made from tri-ply construction that conducts heat evenly throughout the cookware body.
  • Chicago Metallic from Lifetime Brands introduced Aurora Bakeware, which is made with an iridescent finish evocative of popular trends like unicorns, mermaids, and all things galactic.
  • As single-serving desserts are trending, Nordic Ware added new micro mini bundts to its bakeware assortment. The company also showcased its new QuickCrisp microwaveable cookware.
  • In its continued partnership with King Arthur Flour, Emile Henry unveiled Fig, a purple hue, that is available exclusively to the lifestyle baking brand.
  • Frieling expanded the Woll brand with the addition of eco-LITE cookware, a more environmentally-friendly option.
  • Smithey Ironware debuted a Dutch oven, a 3.5-quart version that is designed to be an everyday kitchen essential. The company also showcased its new oval roaster, which is made from carbon steel, and a flat-top griddle.
  • In celebration of the 100th year of the passing of the ratification of the 19th Amendment giving women the right to vote, Lodge Cast Iron debuted a special edition Rosie The Riveter skillet. Lodge Cast Iron also added new colors for its 6-quart enamel cast iron Dutch oven line, including Berry and Spruce.