NEW YORK— According to industry experts, consumers will be looking to purchase durable bakeware in 2017. This will be top of mind with the consumer because durable pieces will give them quality results as well as a quantifiable return on their investments as they continue to bake more at home.
“Consumers want to know they are buying a bakeware product that is durable. The days where you can use a disposable baking tin are passing by because people are caring more about lasting bakeware that will show results,” said John Bundy, director, USA Pan.
Additionally, durability has taken another step forward in advancement, as more consumers are looking into using commercial-grade goods at home, a trend that Chris Schwartz, evp/G&S Metal, said started in 2016 and is going to continue to grow throughout the year.
Bundy added that he also sees the trend of commercial-grade products continuing to grow throughout the year and believes that it will help aluminized steel bakeware continue to make gains in the marketplace.
“One type of material that is increasing in sales is aluminized steel bakeware. There are many benefits to baking with aluminized steel because it is a commercial baker’s choice of material to bake with. The steel core of an aluminized steel baking pan helps to make the baking experience more consistent and predictable,” said Bundy.
While durability will be at the forefront of the consumer’s mind when making a bakeware purchase, this segment of the housewares industry will have several trends driving it forward into 2017, and will find continued ways to capitalize on some of the segment’s key traits.
Strong Core… And More
Bakeware manufacturers have said that the core items— cookie sheets, muffin, oblong and loaf pans— will continue to sell well during the next year.
Scott Nicholson, president, Love Cooking, said that the company’s oversized Monster bakeware has been selling well because, while it is a core bakeware item, it allows customers to make more cupcakes in less time.
“People just want to make more with
one baking cycle and oversized bakeware is where a lot of our emphasis is going,” he said.
However, there will be more driving the sale of bakeware this year, as new colors and shapes are poised to hit the market.
Philippe Trudeau, president, Trudeau, said that the ability of the bakeware market to capitalize on seasons and holidays to bring new products to market will enable growth in the segment, especially if paired with visual marketing for the consumer.
“The bakeware category is one of which that has tremendous seasonality which impacts the specialty shape and cavity portion of the business. In-store shopper marketing and online content marketing remains very important on the specialty shape side of the business along with a complete in-store and online assortment offering that fills the consumer need in a single stop,” he said.
Bundy explained that bread baking pans should also make a splash in the market in 2017 as bakers are becoming more aware of the ingredients that are being put into their baked goods. Baking their own bread helps them take control of what is going into their food, he noted.
Jennifer Dalquist, director of sales and marketing, Nordic Ware, added that new colors— even on traditional goods— will spark growth in the bakeware market in 2017.
“Shimmering mixed metallics in hues of gold, silver, bronze and copper are prevalent across all channels of retail, and we are responding to what we believe will drive the strongest sales in the year ahead,” she said.
However, new materials are also making inroads into the bakeware market. Tom Wien, Gibson’s director of marketing and licensing, said that he is seeing an increased interest in ceramic bakeware that allows for more design and color options. This echoes the oven-to-table trend being seen in cookware, as consumers are looking to present their finished products but without having to add to the pile of dishes to be done later.
“Ceramic bakeware makes it easier to decorate bakeware with more beautiful patterns, like florals, andvibrant colors that breathe a little life into a category that is dominated by metal looks,” he said.
He added that cast iron is also seeing an increased use in baking as pies and cookies are being made in the material.
Vendors also said that silicone products are continuing to grow and should bring more dollars to the category this year.
Quick And Simple
Bakeware being used for savory meals was also a trend in 2016 and one that is said to continue throughout the next year as consumers look to create healthy meals that don’t require lots of extra time in the kitchen.
While savory results are helping to drive the purchase of bakeware, there is the growing trend of one pan meals that is also bringing a new marketing angle to pieces traditionally reserved for cookies and pastries.
“In the past year, there was a big trend in using the half sheet pan for one pan meals and we don’t see that trend changing. We think the consumer will continue to find fun new and unique ways to use bakeware to create great meals,” said G&S Metal’s Schwartz.
Bundy of USA Pan added that the new virality of the foodie culture— from video recipes being shared on social media to bloggers testing new recipes and sharing their results— has allowed consumers to try new things, which will help increase bakeware sales during the next year.
“Having easy access to the wide variety of recipes helps bakers to not feel limited to their skill level and try new recipes,” he said.
Christi Lowell, vp/marketing at Bradshaw International, which carries the Bialetti brand of bakeware, explained that quick and easy video recipes that are making their way through social media sites are also going to play a role in how bakeware is viewed by consumers and, ultimately, how it is used in the kitchen.
“The quick and easy video recipes that are everywhere on social media will be the biggest influencer. Most of these are savory meals on the stove, but baking or roasting on a sheet pan is also trending. Cookie sheets are used for everything from French fries, veggie chips, meat roasting and also cookies. These unique and quick recipes will be a source of bakeware growth,” she said.
And, added Trudeau, the increased use of bakeware for quick and simple savory meals is breathing new life into the healthy eating trend.
“We saw nice gains in 2016 on the savory side and we believe 2017 will see healthy baking with a touch of sweetness come into the mix. It’s a portion of the category we look to apply additional design and leadership in,” he said.
Pint-Sized Goods
The mini-trend is also going strong in home baking, as consumers look to provide portion control as well as a way to individualize baking.
Bob Varakian, group president/cookware and bakeware, Lifetime Brands, said that the mini trend has continued to be a boon for the company’s brands of bakeware as consumers can make more personal desserts for their guests.
Additionally, Bundy explained that USA Pan has expanded its line of mini baking products as consumer demand for them has continued to increase.
“Consumer trends have changed over the year by their preference for individually sized baked goods. USA Pan has a wide selection for this trend including mini cheesecake pan, mini muffin pan, brownie bite pan, mini round cake pan and the mini loaf pans,” he said.
Social Media Influence
The influence of social media on baking will continue to gain traction, as sites like Pinterest help spark ideas while social media outlets like Instagram help home bakers share what they’ve made. Additionally, bloggers are continuing to influence home bakers with new recipes, which should also help the category grow in 2017.
“Social media and bloggers are a great resource for learning new techniques and recipes. They have certainly impacted the category by helping to dictate what is current and popular in the world of food and home,” G&S Metal’s Schwartz said.
Added Bradshaw’s Lowell, “I would say Pinterest continues to be a key driver for bakeware since there are lots of ideas on it and it provides motivation to try fun home baking projects. It continues to change. Retailers need to stretch themselves and offer new shapes and ideas.”
