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.