While bakeware continues to be sought after, vendors have noted that overall, the bakeware segment has struggled a bit in 2018 going into 2019. However, they said, the focus of the industry overall this year is the durability and quality that consumers have been demanding for the last year.
Jennifer Dalquist, evp/sales and marketing at Nordic Ware, noted that younger consumers are looking for goods that are going to last, instead of ones they will need to replace in a short amount of time.
“Because they are focused on minimizing waste, younger generations are seeking kitchen products that are of higher quality and durability because they last longer. The strength of our economy at the moment has helped to fuel this as well, as consumers have a little more discretionary income. This trend toward premium quality goods has been strengthening over several years, and we don’t expect it to subside anytime soon,” she said.
Additionally, as the segment came off of a sweet year in 2017, it seems that consumers are still looking for traditional-style products. According to vendors, metal bakeware is still on top, but silicone is gaining ground.
“Metal and silicone are the materials growing in the bakeware category. Metal holds the majority of the share and we see pizza and sets delivering double digit growth from the previous year. We have also seen newness with color and texture in metal bakeware that continues to drive sales in this category. Silicone has low share but had significant growth with traditional bakeware shapes, reaching out beyond its usual shaped cavity mold pan styles,” said Lisa Paparella, director of product management, Wilton.
Jim Teml, evp/U.S. division, Trudeau, also said this trend is continuing, however, it is stronger at a mid-level pricepoint than in lower or higher ones. Trudeau, said Teml, set out to give the consumer the best of both worlds, introducing both new metal and silicone goods this year.
“We see the consumer still embracing all materials in bakeware at mid-tier pricepoints when they provide a true point of difference. Our patented structured silicone line and new non-stick metal collection hitting the market this year fills both gaps in silicone and non-stick metal,” he said.
However, noted Tim Feeney, president of bakeware, pantryware and cookware, Lifetime Brands, he has seen aluminum steel take off in the higher pricepoints as consumers are willing to pay more for higher-quality goods.