U.S. Kitchenware Market Trends and Opportunities: A Deep Dive into Amazon's Kitchen Category
The U.S. kitchenware market offers tremendous potential for brands looking to attract and engage new customers. While sales saw a slight decline in 2020 due to supply chain constraints, they rebounded impressively in 2021, exceeding $22 billion. According to Statista's Consumer Market Outlook, sales are projected to surpass $24 billion by 2024. This growth presents a golden opportunity for kitchen brands to tap into a thriving market.
Kitchen products on Amazon span five main types: storage and organization, beverage appliances, cooking appliances, cookware, and tableware. Among these, storage and organization, small appliances, and kitchenware stand out as key subcategories. Let's explore the trends and opportunities in each of these areas.
Amazon kitchen categories
1.storage category
Storage and organizing products is the kitchen category sales accounted for the first sub-category, product sales in the kitchen category ranked first, sales growth ranked tenth, than the average growth rate of the category 0% -10% lower.
New customers for storage and organizing products predominantly enter the market during November and December on the U.S. site, coinciding with holiday shopping trends.
Keyword Trends:
Over the past 12 months, the top keyword searches in the storage organizers category were:
Water bottles
Coffee makers
Men's gifts
Categories experiencing the most significant year-over-year growth in searches included kitchenware, lunch boxes, and lunch bags.
Opportunities:
Sustainability Focus: Brands can capitalize on the growing demand for eco-friendly materials and reusable storage solutions.
Customization: Offering personalized storage products can help differentiate in a competitive market.
2.kitchen small appliances category
Kitchen small appliances account for the second-largest sales share in the Amazon kitchen category. However, their sales growth rate ranks ninth, trailing the category average by 10%-20%.
Seasonal Insights:
New customer acquisition is highest between October and December, driven by holiday gifting and seasonal promotions.
Keyword Trends:
Searches for air fryers outpaced all other small appliance segments.
Year-over-year growth was notable in searches for electric kettles and toasters.
Consumer Insights:
According to research, 39.9% of U.S. consumers planning to purchase a small kitchen appliance online within the next 12 months are most likely to buy an air fryer. Other popular appliances include:
Toasters and toaster ovens
Blenders
Slow cookers
Opportunities:
Highlight Functionality: Focus on advanced features like energy efficiency, compact designs, and multi-functionality.
Tap into Trends: Leverage the popularity of air fryers with targeted marketing campaigns and bundled offers.
3.Kitchenware
Kitchenware holds the third spot in the kitchen category's sales share. Its sales growth ranks fifth, outperforming the category's average by 0%-10%.
Consumer Preferences:
Consumers are increasingly looking for versatile and durable kitchen tools. Products that simplify meal preparation while maintaining aesthetic appeal are gaining traction.
Keyword Trends:
Significant searches in this category include cooking utensils, cutting boards, and innovative gadgets for home chefs.
Opportunities:
Innovative Designs: Products that integrate smart technology or multifunctionality can attract tech-savvy buyers.
Premium Materials: Focus on high-quality, sustainable materials like bamboo or stainless steel to meet eco-conscious demands.
Recommendations for Amazon Kitchen Supplies Selection
Freshness Preservation and Storage
Popular Products:
Food storage boxes and bags
Drawer storage systems
Kitchenware organizers
Wine storage solutions
Cabinet storage units
Garbage collection systems
Consumer Concerns:
Capacity and dimensions
Airtightness and freshness preservation
Use of safe and eco-friendly materials
Water and dirt resistance
Ease of cleaning
Ability to withstand high temperatures
Suggestions:
Clearly label microwave compatibility and maximum temperature thresholds.
Offer a variety of sizes and specifications to cater to diverse household needs.
Highlight product details such as materials, dimensions, and safety certifications.
Kitchen Tools and Cutlery
Popular Products:
Stainless steel kitchen and dining utensils
Pots and pans
Kitchen knives and knife sets
Dish draining racks
Consumer Concerns:
Quality of materials and workmanship
Appropriateness of size for various tasks
Durability and ease of maintenance
Ergonomic handling and comfort
Suggestions:
Provide clear size labeling for utensils and knives, as these details are highly valued in European and American markets.
Offer a range of pot and knife sizes to accommodate diverse cooking styles.
Focus on premium stainless steel options for Western markets and lightweight, portable designs for Japanese consumers with an interest in outdoor cooking.
Bakeware
Popular Products:
Tin foil and aluminum foil pans
Baking pans and sheets
Spatulas and mixing tools
Baking molds of various materials
Consumer Concerns:
Availability of non-stick coatings
Resistance to high temperatures
Ease of cleaning and durability
Suggestions:
Create comprehensive bakeware sets with various sizes and materials for convenience.
Emphasize cost-effectiveness to stand out in competitive markets such as Europe and the U.S.
Offer differentiated products (glass, silicone, iron) for specific baking needs, such as pastries, bread, or cakes.
Party Catering Supplies
Popular Products:
Salad plates and serving dishes
Disposable tableware
Juice dispensers and alcohol containers
Consumer Concerns:
Visual appeal and stylish designs
Environmental sustainability
Heat resistance and durable construction
Suggestions:
Design products that balance aesthetics with functionality, particularly for summer patio parties.
Embrace biodegradable or reusable materials for disposable tableware to appeal to eco-conscious buyers.
Specialty Appliances: Coffee Makers and Small Kitchen Machines
Coffee Makers:
Consumer Concerns: Sleek designs, compact size for small kitchens, ease of maintenance, and safety features.
Suggestions: Explore premium, fully automatic coffee machines to capture higher-end market segments. For budget buyers, refine the performance and reliability of drip filter coffee makers.
Juicers, Cooking Machines, and Ice Makers:
Consumer Concerns: Performance, quiet operation, ease of cleaning, and inclusion of adjustable settings.
Suggestions: Emphasize innovative features such as smooth motor designs and intelligent settings. Provide localized healthy recipe guides. Promote seasonal products like ice cream makers in summer months.
Air Fryers:
Consumer Concerns: Capacity, energy efficiency, and intuitive control systems.
Suggestions: Innovate with smart functions like pre-programmed recipes, even heat distribution, and safety measures. Include accessories and recipe booklets for added value.
Ovens and Grills:
Consumer Concerns: Compactness, energy usage, and ease of operation.
Suggestions: Cater to small households with countertop ovens. Invest in intelligent features and bundle products with recipe recommendations to boost appeal.
The End
The Amazon kitchen category is a thriving marketplace filled with opportunities for brands to innovate, grow, and capture consumer attention. From storage solutions to small appliances, bakeware, and party supplies, each subcategory offers unique avenues to address consumer demands and trends. By focusing on quality, sustainability, and functionality, businesses can carve out a strong presence in this competitive landscape.
Whether you're looking to introduce new products, optimize your current offerings, or scale up your business, partnering with an experienced sourcing company is essential. At RND Sourcing, we specialize in helping brands like yours succeed on Amazon by sourcing high-quality kitchen products tailored to market demands.
With our expertise in procurement, quality control, and market insights, we ensure that your products meet consumer expectations and comply with Amazon's requirements. Let us handle the complexities of sourcing so you can focus on growing your business. Contact us today to turn opportunities into achievements.
