Category: Bakeware

From the highs of a pandemic-fuelled obsession with baking through to a more reserved dedication the art of creating delicious bakes, we feature some must-have bakeware products Big on bakeware

For a period of time, baking became a national obsession. You couldn’t move for banana bread, lasagnes and flans. And during that time, bakeware boomed. It’s been well documented that the homewares sector – and kitchenware in particular – enjoyed a cash injection not seen since. But the public’s interest in baking has sustained itself.

Long before a pandemic, there was The Great British Bake Off and Mary Berry – so baking isn’t going away.

“There was a huge surge in making banana bread during the pandemic that’s for sure,” agrees Claire Budgen, commercial and marketing director, Lifetime Brands Europe. “But baking is continuing to be a staple go-to for a broader demographic, it is gender neutral now with a younger section of the market eager to learn and experiment.”

Claire adds that while there are “natural peaks and troughs” in sales, bakeware is essentially a must-have. Reassuringly she adds that Lifetime Brands are anticipating consumers will return to baking again. “We’re expecting with the cost-of-living crisis, consumers will be looking to make homemade rather than shop bought to save a little extra.”

From the MasterClass range, Claire points towards the classic 1mm heavy duty, non-stick bakeware. The piece has a 20-year guarantee along with the Buy Once Buy Smart guarantee. “It is much better to buy quality than cheap and it’s more eco savvy too. There are variations of this assortment to suit different uses such as our Crusty Bakeware with perforations to cook pastry and dough perfectly..”

Another absolute classic bakeware brand is the iconic Mason Cash whose Innovative range is a best seller. The Innovative Kitchen Lasagne Dish is a great option for retailers looking to offer consumers something useable with a unique design feature. Boasting grey and cream glazed stoneware, the dish heats up gradually to give an even distribution when baking and the base features raised areas that act as air vents to allow for better heat circulation.

UK company, Samuel Groves, has seen continued growth for its Mermaid Bakeware ranges.

“During the pandemic Samuel Groves certainly enjoyed increased sales of certain products like loaf tins,” MD Lee McDonagh tells us. “But the company is continuing to see growth across the board as consumers choose well built, back to basics, British bakeware.”

“Growth is fuelled by a few things,” he adds. “The Mermaid ranges have an inherent natural non-stick which improves age, unlike manufactured non-sticks which age and degrade. There is also the consumer appeal of buy once and use forever – all Mermaid bakeware is designed and manufactured to stand the test of time and has been tried and tested in professional commercial kitchens and supported by a lifetime guarantee. Samuel Groves also has a commitment to reducing plastic, so all Mermaid bakeware is packed in recycled paper bags. Lastly, we support buy manufactured in England, this not only supports UK jobs but reduces the carbon footprint. All these factors are enabling Samuel Groves to gain new retail distribution, which is fuelling growth.”

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