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.