Summary of our market study

The global cookware market was valued at 15.51 billion euros in 2023 and is expected to grow at a CAGR of 4.66% from 2023 to 2028, with the USA recording the highest sales at 5.645 billion euros in 2023. The market has been influenced by consumers' shift towards wellness and the home kitchen environment since the COVID-19 pandemic, resulting in an increase in spending on cookware due to more cooking at home, fewer leisure activities and greater interest in DIY kitchen projects. following the pandemic, 50% of those surveyed cooked more, with a growing preference for healthy, practical cookware, and demand for versatile utensils suited to smaller living spaces also increased.

Demand for multi-purpose utensils suited to smaller living spaces has also increased. Growth is also underpinned by increasing demand for commercial kitchens, a rise in eco-consumerism and a preference for sustainable and ethically manufactured products. In Germany, the cookware market was worth $1.19 billion in 2023 and is expected to grow at a CAGR of 1.95% to 2028. German foreign trade in cookware, particularly under HS code WA3924, saw exports valued at 3.51 billion euros and imports at 4.57 billion euros in 2022. The main export markets are European countries, while a significant proportion of imports come from China. The industry sees a growing demand for sustainable products, which is reflected in increased consumer spending on cookware, which will reach 13.60 billion euros in 2022. German consumers prefer a varied and healthy diet, cooking more at home and favoring regional and ecological products.

The German cookware market:

A thriving hub for consumer trends and demand In recent years, the German cookware market has seen stable demand, with a moderate but steady annual growth rate of around 2% between 2023 and 2028. The size of the German market reached a notable figure of around $1.19 billion in 2023, reflecting consumers' inclination towards home-cooked meals and high-quality culinary tools. While global trends have a considerable influence on the German market, it is national trends that provide a better understanding of consumer behavior in the country.

During the COVID-19 pandemic, the country saw a substantial shift in consumer habits. Around half of Germans surveyed admitted to cooking more often, leading to increased interest in healthy cooking utensils and tools suitable for preparing and storing meals. Nearly 40% of those surveyed also said they had adopted healthier eating habits, boosting demand for quality cookware. In addition, the German market has seen a surge in the popularity of home-cooked meals, particularly among millennials, who favor versatile utensils suited to compact living spaces. This has contributed to the expansion of the cookware market, with German consumers keen to invest in multi-purpose products tailored to their individual culinary needs. Sustainability has become a priority for the German consumer. A growing number of people in Germany, rising from around 55% to over 60% by 2021, are showing a deep interest in environmentally-friendly and fairly-produced products.

This trend has motivated manufacturers to innovate with eco-friendly materials and ethical production processes, offering a wider range of sustainable products to conscientious buyers. In the kitchenware and electronics segments, products such as induction stoves and juicers sell for around €200 to €1,200, indicating that the market is diversified and meets different consumer needs. The preference for well-known brands such as Miele, Siemens, Bosch and AEG underlines the importance of quality and durability in the German cookware market. Similarly, cutting tools and cookware come in a wide range of prices, indicating that the market is well supplied with products for everyday use as well as for specialized culinary applications. The expansion of product ranges to include innovative items such as the AirFryer, sales of which rose by around 25% year-on-year, reflects the growing trend towards healthier cooking options in Germany. With over 1.5 million units sold and an estimated sales value of almost €179 million, AirFryers underline German consumers' appetite for versatile products.

Pioneers in Germany's flourishing cookware landscape

The German cookware market is a melting pot of innovation, high-quality craftsmanship and technological prowess, where leading players compete to meet the sophisticated tastes and preferences of discerning consumers. In the midst of this culinary cauldron, some brands have distinguished themselves through a blend of heritage, design excellence and forward-looking product development. Here are the key players who have not only shaped the German cookware market, but also influenced global trends.

Miele: Famous for its high-end, durable appliances, Miele is a symbol of German engineering and quality. Renowned for integrating cutting-edge technology with user-friendly features, Miele offers a range of top-of-the-range cookware to match modern lifestyles.
Siemens: A familiar name that resonates with innovation and reliability, Siemens extends its vast technological pedigree to cookware. Their sleek, efficient designs embody contemporary aesthetics and functionality, meeting the needs of casual cooks and seasoned chefs alike.
Bosch: Committed to excellence and sustainable development, Bosch offers a plethora of environmentally friendly, energy-efficient and beautiful kitchen appliances. Its products are designed to enhance the culinary experience while reducing the ecological footprint.
AEG: Combining elegance and performance, AEG's range of kitchen appliances focuses on user comfort and culinary prowess. The company is respected for its commitment to delivering a seamless culinary experience through the fusion of style and utility.
WMF: Specializing in cutlery and kitchen utensils, WMF combines traditional craftsmanship with modern innovation. Its utensils are the choice of amateurs and professionals alike, who seek not only utensils but also culinary instruments that make cooking a pleasure.
Zwilling: With roots dating back to the 18th century, Zwilling is the epitome of high-quality cutlery and kitchen gadgets. Meticulously crafted with durability and precision in mind, Zwilling products represent a heritage of excellence that continues to inspire cooking enthusiasts.
Fiskars: Famous for its iconic scissors, Fiskars extends its design expertise to kitchenware with a focus on ergonomics and practicality. Its products are appreciated for their ease of use and reliability.
Kaiser: Kaiser bakeware is synonymous with quality and innovation. Amateur and professional bakers alike turn to Kaiser's cake pans and non-stick molds, confident in the brand's ability to deliver a superior baking experience.
Zenker: A veteran in the cookware field, Zenker offers an extensive range of products

The market of kitchen utensils - Germany

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Summary and extracts

1 Market overview

1.1 Umfang der Studie

Der Markt für Küchenutensilien umfasst alle Werkzeuge und Zubehörteile, die zur Zubereitung von Gerichten verwendet werden, auch als Kochgeschirr bezeichnet. Dieser Markt umfasst daher Kochutensilien, Schneidwerkzeuge, elektrische Geräte und andere verschiedene Küchenutensilien wie kleine Haushaltsgeräte und andere Nahrungsmittelzubereitungsgeräte im Zusammenhang mit der Küche.

Diese Utensilien werden aus verschiedenen Materialien und Metallen hergestellt, je nach Festigkeit, Feuer- und Hitzebeständigkeit und Haltbarkeit: Kupfer, aber auch geschmiedetes Eisen, Gusseisen, Aluminium, Edelstahl, Keramik usw. Neben den traditionellen Küchenutensilien wie Töpfen und Pfannen, sind auch spezialisierte Küchenhelfer wie Spiralschneider oder Gemüsehobel sehr gefragt. Besonders im Trend liegen auch Küchenmaschinen, die eine Vielzahl von Aufgaben in der Küche übernehmen können.

Diese Studie schließt daher große Küchengeräte wie Öfen oder Herde aus.

Der weltweite Markt für Küchenutensilien wird in den nächsten 7 Jahren voraussichtlich eine jährliche Wachstumsrate (CAGR) von 4,5% verzeichnen.

Im Bereich des Onlinehandels hat sich der Markt für Küchenutensilien in den letzten Jahren stark entwickelt. Viele Verbraucher kaufen ihre Küchenhelfer online, da sie dort eine größere Auswahl haben und oft günstigere Preise finden als im stationären Handel. Einige Anbieter bieten auch personalisierte Beratung und Empfehlungen basierend auf den individuellen Bedürfnissen der Verbraucher.

Insgesamt wird erwartet, dass der Markt für Küchenutensilien in den kommenden Jahren weiterhin wachsen wird, da die Verbraucher mehr Zeit in der Küche verbringen und immer mehr Wert auf Qualität und Design legen. Der Fokus wird hierbei auf praktische und gleichzeitig ästhetisch ansprechende Küchenhelfer liegen.

Die Prognose für das Jahr 2028 zeigt ein jährliches Umsatzwachstum von 4,12% (CAGR 2023-2028). Im Jahr 2023 werden umgerechnet auf die Bevölkerungszahl etwa 55,93 Euro pro Haushalt im deutschen Markt für Küchenutensilien umgesetzt.

2 Demand analysis

3 Market structure

4 Offer analysis

5 Regulations

6 Actors

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Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

WMF

Fissler

Leifheit

Zwilling J.A. Henckels

OTTO

MediaMarkt

Galeria

Fackelmann

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