Introduction

The cookware market plays a significant role in the global consumer landscape. With the increasing popularity of cooking at home and the growing interest in high-quality kitchen tools, the demand for cookware has been on the rise. TikTok, especially in the US region, has emerged as a powerful platform for promoting and selling cookware products. Its unique features such as short videos, wide user reach, and engaging content creation capabilities offer cookware brands and sellers an excellent opportunity to showcase their products and connect with potential customers.

Category Market Overview

According to various authoritative sources, the cookware market in the US has witnessed steady growth in recent years. The market size has expanded due to factors like the growth of the food and beverage industry, changing consumer lifestyles, and an increased focus on home cooking. Consumer demand has also shifted towards more durable, non-stick, and multi-functional cookware. For instance, there is a rising preference for cookware sets that come with detachable handles for easy storage and versatility in cooking methods. Integrating the provided TikTok data, we can see that the cookware category on the platform is also reflecting these market trends, with a variety of products being offered to meet the diverse needs of consumers.

Sales Situation of the Specific Category

On TikTok Shop in the US during week 05 2025/02/02 - 2025/02/08, the cookware category had a total GMV of $346,600. However, it experienced a significant quarter-on-quarter decline of 35.67%. The sold count was 7,164, with a 39.98% decrease qoq. Among the top-selling products, the "Wooden Utensils Set, 5/7/11pcs Non-stick Cooking Utensils, Kitchen Utensils Set for Home Use" sold 1,351 units, achieving a GMV of $16,700 with an 81.34% increase qoq. The "SODAY 12pcs Pots and Pans Set Non Stick Kitchen Cookware Sets Induction Cookware Nonstick Granite Cooking Set with Frying Pans, Saucepans, Steamer" also had a good performance, selling 836 units and generating a GMV of $68,700 with a 34.36% increase qoq. The popularity of these products can be attributed to their practicality, quality, and the appealing way they are presented on TikTok through engaging videos and product demonstrations.

Brand Case Analysis of the Specific Category

Carote USA

Carote USA had a GMV of $86,300 during week 05 on TikTok in the US, with a 29.54% qoq decline. They sold 937 units, with an average price of $92.08 and a sold count ratio of 24.89%. The brand likely benefited from its reputation for quality cookware and its ability to create engaging content on TikTok to showcase its products, such as highlighting the features of their pots and pans with detachable handles.

SODAY

SODAY achieved a GMV of $57,300, with a 40.42% qoq decline. They sold 837 units, with an average price of $68.45 and a sold count ratio of 16.53%. Their cookware sets, like the 12pcs and 15pcs non-stick sets, were popular among consumers, possibly due to their affordability and the variety of pieces included in the sets.

Kikcoin Kitchen

Kikcoin Kitchen had a GMV of $30,300, with a 21.88% qoq decline. They sold 434 units, with an average price of $69.91 and a sold count ratio of 8.75%. Their cookware products, such as the 【Ceramic】Kikcoin 22 pcs pots pans set, attracted customers with their PFAS-Free and dishwasher/oven safe features, which were effectively communicated through TikTok videos.

Conclusion

Overall, the cookware market on TikTok in the US during week 05 showed a mixed picture. While there were some top-performing products and brands, the category as a whole faced a decline in GMV and sold count qoq. For cross-border merchants, it is crucial to focus on creating high-quality, engaging content on TikTok to showcase the unique features of their cookware products. They should also keep an eye on market trends such as the demand for non-stick and multi-functional cookware. Looking ahead, the cookware market on TikTok in the US is likely to continue evolving, with potential for growth as more consumers turn to the platform for their shopping needs. Brands and sellers need to adapt and innovate to stay competitive in this dynamic market environment.