Cookware Booms +24.6% as Health Materials Rise

Executive Summary

China's cookware market delivered the strongest performance across all kitchen categories, reaching CN¥ 22.19 billion (+24.6% YoY) with volume surging +42.3% to 210 million units^[1]. The market's low brand concentration (Top 10 holds only 31.3%) enables rapid entry by innovative challengers like Mengchuang (+169.6%) and Amazing Rise (+218.4%). A central "healthy non-stick paradox" -- where consumers simultaneously demand non-stick performance and coating-free materials -- creates a massive innovation opportunity for brands that can solve this tension.

Explosive Volume-and-Value Growth

Cookware occupies a uniquely healthy position in China's kitchen landscape -- it is the only category where both volume and value growth exceed +20%. The market benefits simultaneously from new household formation, replacement demand, and category expansion into emerging scenarios such as outdoor camping. Revenue peaked at CN¥ 2.47 billion in November 2024, propelled by Double 11 promotional activity, while even the lowest months exceeded CN¥ 1.2 billion.

Cookware revenue peaks at CN¥ 2.47 billion in November 2024, driven by Double 11

A Fragmented Market Ripe for Disruption

The cookware market exhibits significantly lower brand concentration than other kitchen appliance categories. The Top 10 brands collectively hold only 31.3% of the market, compared to 67.1% for electric stew pots and 95.2% for micro steamer-grills. This fragmentation reflects low barriers to entry and the strong role of product-specific differentiation.

Supor leads at 10.8% but emerging brands achieve triple-digit growth

The Healthy Non-stick Paradox

The most compelling finding in the cookware category is a fundamental tension between consumer desires. Non-stick performance commands the primary purchase driver position at 21%, establishing this characteristic as the baseline requirement. Yet uncoated iron skillets lead material preferences at 23%.

Uncoated iron skillets lead material preferences at 23%, reflecting health-conscious trends

Sub-segment Growth Dynamics

Within cookware, sub-segments reveal divergent trajectories driven by the intersection of cooking culture and lifestyle evolution:

• Pot sets: +95.2% growth, driven by novice kitchen users and families seeking systematized cooking configurations
• Pressure cookers and steamers: ~50% growth each, reflecting demands for "nutrient retention" and "fast cooking" under healthy eating trends
• Frying pans: +31.4% growth, reflecting penetration of Western cooking habits
• Milk pans: +36.1% growth, driven by single-person breakfast scenarios
• Chinese woks: Maintained the number-one position at ~CN¥ 10 billion with +14.1% growth and an ASP of CN¥ 147

Key Takeaways

• Cookware reached CN¥ 22.19 billion (+24.6% YoY) with +42.3% volume growth -- the strongest kitchen category performance
• Market fragmentation (Top 10 holds 31.3%) enables rapid entry for innovative brands achieving +100-200% growth
• Non-stick is the #1 purchase driver (21%) yet uncoated iron leads material preferences (23%), creating a "healthy non-stick paradox"
• Pot sets surged +95.2% as novice cooks and families seek systematized cookware configurations
• International brands like J.A. Henckels (+28.9%) add a premium anchor, confirming willingness to pay for heritage quality

About the Data

This analysis draws on Moojing Market Intelligence data covering MAT 2025 (July 2024 to June 2025). Moojing tracks 400,000+ brands across 30+ e-commerce platforms, representing 58-65% of China's online retail GMV. For full methodology and additional insights, see the complete Kitchen Appliances & Cookware whitepaper.