Celebrity Chefs & Premium Items Heating up Demand for Tableware & Kitchenware

US demand for tableware and kitchenware is projected to total $12.7 billion in 2021. Growth will be aided by gains in disposable personal income, improvements in household formation and home sales, and increases in new marriages. Brand recognition, product quality, and innovative design will continue to represent important factors behind consumer purchase decisions, driving value gains.

Star Power Cookware

Celebrity chefs are not a new phenomenon, but television cooking networks have increased their visibility. Many celebrity chefs are known to endorse certain products to their viewers; some even have their own branded cookware lines, such as Rachael Ray, Guy Fieri, Gordon Ramsay, and Emeril Lagasse. In the UK, Delia Smith was known for having significant influence over consumer purchases of food items and cookware featured on her shows and in her best-selling books. This led to the phrase “Delia effect” being included in British dictionaries in 2001. Today, the ubiquity of celebrity chefs in the US may prevent one person from having such a significant effect on consumers. Nevertheless, celebrity branding and endorsements are effective inducements for customers to purchase kitchenware with trendy styling (such as the speckled porcelain cookware from Meyer Corporation’s Paula Deen line).

Quality & Style First

In line with more consumers tuning in to cooking shows and forming new households, home cooking is rising in popularity. Fast food and premade items requiring little preparation saw gains in the past, but now the trends seem to be heading toward healthy eating, which encourages households to cook more meals at home from scratch. Consumer preferences for a “premium experience” are leading to heightened demand for high-quality, domestically produced kitchenware to use while spending more time in the kitchen. In addition, the ongoing popularity of cocktails and craft beer support demand for specialized barware, particularly with millennials. Modern styling and nontraditional items (such as square plates) support replacement sales. For example, the popular Fiesta line of ceramicware features a wide range of colors and is available for purchase on a piece-by-piece basis, in contrast to dining sets that require purchase of service for four people or more, which can deter more budget-conscious consumers.

Want to Learn More?

For in-depth analysis of tableware and kitchenware trends, see Tableware & Kitchenware: United States, a report published by the Freedonia Focus Reports division of The Freedonia Group.

The report contains historical data and analysis of tableware and kitchenware demand and shipments in value terms from 2006-2016 with projections to 2021. Demand and shipments are segmented by product type as follows:

• plasticware
• metalware
• glassware
• ceramicware
• woodware.

While you’re there, you can check out related reports such as Bed & Bath Furnishings: United States and Household Cooking Appliances: United States.

About the Author

Cara Brosius is a Research Analyst with Freedonia Focus Reports. She holds a degree in economics, and her experience as an analyst covers multiple industries.