Electric Stew Pots Surge +9.5% on Premium Demand

Executive Summary#

China's electric stew pot market reached CN¥ 1.40 billion (+9.5% YoY) while volume stabilized at +0.8%^[1], confirming that consumers increasingly prioritize product quality and functionality over price-driven purchases. Emerging brands Puriton (+421.1%) and Coati (+337.9%) are disrupting incumbents through differentiated design and niche scenario innovation, while mid-tier brands Bear (-18.4%) and Joyoung (-9.9%) face margin compression. This analysis examines the premiumization trajectory, brand competition dynamics, and consumer preferences reshaping the category.

ASP-Driven Premiumization Takes Hold#

The electric stew pot market exemplifies the "price increase, volume stabilize" upgrading trend reshaping China's kitchen appliance landscape. Over the trailing twelve months ending June 2025, the category generated CN¥ 1.40 billion in sales revenue (+9.5% YoY) from 8.33 million units (+0.8%). This divergence between revenue and volume growth points to a structural shift: ASP is climbing as premiumization takes hold, while unit demand has plateaued in the entry-level segment.

Electric stew pot ASP climbs steadily as revenue outpaces volume growth

Brand Competition: Incumbents Under Pressure#

The brand competition landscape reveals an accelerated turnover of established and emerging forces. Supor leads with 25.9% market share and maintains +20.6% growth, further consolidating its dominant position.

Supor dominates at 25.9% share while emerging brands achieve triple-digit growth

Consumer Segments: Beyond a Simple Cooking Tool#

The electric stew pot has evolved far beyond its original purpose. Social media listening data from Moojing's MoListening platform identifies four distinct consumer segments:

• Young mothers: Mothers with infants aged 0-3 who treat stew pots as "childcare assistants" -- demanding worry-free operation, baby rice mode, and reservation timing
• Wellness enthusiasts: Home chefs focused on traditional slow-stewing techniques, preferring purple sand liners and modernized cooking crafts
• Middle-aged and elderly users: Health-conscious consumers seeking automatic heat preservation, double-boiler stewing, and simple operation
• Urban aesthetics seekers: Women who treat stew pots as lifestyle accessories -- demanding silent design, Nordic-style appearance, and visual appeal for Xiaohongshu (小红书) content creation

Healthy Materials Drive Preference#

Consumer preferences reveal a clear dual trend of functional scenario specialization and healthy material selection. Ceramic and white porcelain liners command the strongest preference at 28%, reflecting the dual motivation of "clean and odorless" cooking and health-conscious material safety.

Ceramic and white porcelain liners lead material preferences at 28%

Key Takeaways#

• Electric stew pots reached CN¥ 1.40 billion (+9.5% YoY) through ASP-driven premiumization
• Emerging brands Puriton (+421.1%) and Coati (+337.9%) disrupt through niche scenario innovation
• Mid-tier incumbents Bear (-18.4%) and Joyoung (-9.9%) face margin compression from homogenized competition
• Ceramic and white porcelain liners lead material preferences at 28%, reflecting health-conscious demand
• Young mothers and urban aesthetics seekers represent the highest-growth consumer segments

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.