In the first quarter of 2025, triple steel kitchenware sales in Amazon Europe are expected to continue the growth trend, especially in the premium and eco-friendly segments. However, compliance pressure and market competition need to be addressed to capture market share through innovative design and precise operation. In the long run, combined with the smart kitchen trend and upgraded consumer demand, the category is expected to become one of the core growth points of the European kitchenware market.
European consumers’ concern for food safety and durability is elevated, and triple-layer steel meets the trend of healthy cooking due to its corrosion-resistant and easy-to-clean features.
Intelligent and convenient: the popularity of smart kitchen appliances (such as smart frying pan) drive the demand for supporting cookware, with multi-functional design of the cookware is more popular.
Online channel expansion: European e-commerce scale will reach 950 billion euros in 2024, the proportion of online cookware sales will increase, and low-price platforms such as Amazon Haul will also promote the penetration of mid-range products.
European consumer demand for high-quality, durable and health-compliant kitchen appliances continues to grow. For example, the 2024 data shows that sales of cookware such as cast iron pots and frying pans have increased significantly in the European market, with some brands such as Lades realizing a breakout order through improved design (e.g., removable handles).
Germany, the United Kingdom and France are the core sites of Amazon Europe, contributing to major sales. The German site, as the largest market in Europe, has a high consumer acceptance of cost-effective cookware, while the French market has a significant preference for cast iron cookware. Eastern European countries (e.g. Poland, Romania) have a high share of low-priced orders, but the demand for mid- to high-end cookware is concentrated in Western Europe.
