Top Kitchen Trends of 2023
Our hand-picked collection of the top kitchen trends of 2023. The topics in this report on today’s emerging kitchen trends are selected for their high growth across sites including Google, TikTok, Instagram, Reddit, Twitter, YouTube, and Amazon. Read more about how we track global trends.
Air Fryer Liners
Air fryer liners are sheets of silicone or parchment paper that are meant to be placed in an air fryer to prevent sticking and make cleanup easy. The silicone liners are reusable and can be washed in the dishwasher. … Read more
Gozney Pizza Oven
The Gozney Pizza Oven is a small, portable oven that is designed to cook pizza. The oven is made of ceramic and is said to cook a pizza in a minute. The oven has a rotating baking chamber that cooks the pizza from all sides, resulting in a crispy crust and evenly cooked toppings. … Read more
The Scrub Daddy is a US-based cleaning company that offers a cleaning tool that is made from a flexible foam in the shape of a smiley face. The tool is designed to clean dishes, pots, and pans. The Scrub Daddy is also said to be effective at removing stuck-on food and bacteria. … Read more
A burger smasher is a tool that is used to smash burgers. The tool is made of metal and has a blunt end that is used to press down on the burger, creating a thick and juicy patty. … Read more
The Beast Blender is a high-powered blender that is designed for commercial use. The blender is said to be able to blend any type of food, including ice, and is able to withstand continuous use. … Read more
A freeze dryer is a device that is used to freeze food and then remove the water from it. The freeze dryer is said to be a more efficient way to freeze food than traditional methods and can help to preserve the flavor and nutritional value of food. … Read more
Scrub Mommy is a type of sponge that is known for its scratch-free two-sided sponge and scrubber. One side scrubs off debris while the other side soaks up liquids and wipe the surface dry. … Read more
Microwave Air Fryer
A microwave air fryer is a small kitchen appliance that is designed to cook food using hot air and microwave. The appliance is said to be a healthy alternative to deep frying, as it cooks the food using less oil. … Read more
Mini Air Fryer
A mini air fryer is a small appliance that is used to fry food using hot air instead of oil. The appliance is said to be a healthier alternative to traditional frying, as it cooks food with a fraction of the oil. … Read more
Single Dose Grinder
A single dose grinder or single dosing grinder is a small grinder that is designed to grind coffee beans in a single serving size. Single dosing means pre-weighing the desired amount of coffee beans or dose. The grinder is typically made of plastic or metal and has a small grinding chamber and a blade that rotates to grind the coffee beans. The grinder is compact and easy to use, and is perfect for those who want to freshly grind their coffee beans each time they brew. … Read more
A Solo Stove is a portable camp stove that is designed to use small pieces of wood as fuel. The stove is said to be more efficient than traditional camp stoves, as it does not require any gas or liquid fuel. … Read more
Uranium glass is a type of glass that is made with uranium oxide. The glass is typically a yellow or green color and is often used in art or jewelry. Uranium glass is slighlty radioactive and glows under blacklight. … Read more
Mini Rice Cooker
A mini rice cooker is a small, portable rice cooker that is designed for one or two servings of rice. The cooker is easy to use and can be taken with you on the go. … Read more
Countertop Ice Maker
A countertop ice maker is a small appliance that is designed to create ice cubes. The appliance is typically placed on the countertop and has a reservoir that holds water. The ice cubes are created when the water is frozen and can be used for cold drinks or in recipes. … Read more
Bubble Tea Kit
Bubble Tea Kits are kits that allow for the creation of bubble tea at home. The kits typically include a variety of tea flavors, tapioca pearls, and syrups. They allow for a customizable beverage that can be enjoyed at home. … Read more
A rice dispenser is a device that is used to store and dispense cooked rice. The dispenser has a variety of features, such as a timer that can be set to release the rice at a certain time, a warming function, and a locking lid to prevent accidental spills. … Read more
A charcuterie box is a box that is filled with different types of meats, such as ham, bacon, and sausage. The box is often accompanied by a selection of cheeses, breads, and condiments, making it a perfect option for a party or gathering. … Read more
Trend Highlight – Why Stove Top Covers Were Such a Hit
The pandemic has accelerated an already growing scrounge for more space in cities: consumers can be seen talking online about how stove top covers let them buy additional hundreds of square inches in their confined city apartments. These boards go over a stove top when not in use, yielding more food prep surface, and have been popping up on Etsy and more recently on Amazon.
While Amazon is usually dominant for kitchen gadgets, Etsy is leading in sales of stove top covers. One reason is that they sometimes have to be customized to fit each stove’s dimensions, and Etsy specializes in customization while Amazon is for mass-production with a variety of product specifications. But as the product gets more popular, mass production for Amazon scale becomes more feasible.
While the pandemic has moved parts of the world ten years into the future, in fields like video conferencing and ecommerce, others have gone the opposite way. More people are spending time at home, more households are suddenly multi-generational, and suddenly and more than ever before, space is at a premium.
Google NGram Search shows that mentions of “stove board,” an older term for the same product, were high from the 1870s through the 1920s; suburbanization and the rise of kitchen appliances after this period made space less of an issue for a while. Today, the urbanization process is almost complete (82% of the US population is considered urban, up from 73% five decades ago), but sudden population shifts show people that small amounts of space can make a big difference.
Trend Highlight – The Rise of Sink Mats
After years in the limelight, data reveals that yoga is on the decline. This has forced yoga-related companies to retool: many yoga mats suppliers have pivoted to focus on using the same materials for different purposes.
From kneeling pads for gardening to sink mats for backsplash protection, yoga mat production infrastructure is being revitalized. One of the top-selling sink mats on Amazon, in fact, is from a supplier that started off selling yoga mats. Several reviews even comment that the product seems like it’s just a yoga mat cut to fit around a kitchen faucet.
The purpose of these mats is to protect the (sometimes wooden) countertop around the sink from water buildup over time. Of all the rooms in a house, renovating the kitchen has the highest ROI on resale value. In part because of this, Kitchens are the most renovated room in the house.
Trend Highlight – Why Freeze Dryers Are Trending
Freeze dryers historically had two main markets: food manufacturers and Mormons.
Mormon doctrine encourages keeping a year's worth of food supplies on hand at all times, and freeze drying reduces the weight and size of food while making perishables last 25-30 years. More broadly, the preparedness industry was accelerated by the pandemic and supply-chain issues this year have only increased concerns.
For a kitchen gadget, freeze dryers represent a hefty investment, running at $2,000-$3,500 apiece. But amortizing that over the cost of a year's worth of food makes the price look lower. They also help avoid waste, since freeze-dried food takes decades to spoil. And the process preserves most of the nutritional value, while dehydration reduces it by 5% and canning by 60-80%.
Freeze drying is becoming more popular though among the typical consumer. Since it removes water from foods, it makes fruits much more sugary. Buyers like the taste and companies that sell foods like cereal like the fact that they can say “no sugar added” even though the product tastes much sweeter than it otherwise would with the water content diluting the flavor. They're also popular as a way to make homemade dog food, and as a way to dry cannabis while preserving its potency.
Today, there's one major consumer-facing brand of freeze dryers, Harvest Right, which sells direct online and through some retail stores. On Alibaba, freeze dryers are available for as little as $500 per unit for bulk orders, indicating that there’s room for new brands to profitably enter the space.
Trend Highlight – Why Sheet Pans Are So Popular
Cookware is usually designed to be utilitarian first and photogenic second (if at all), but some kitchen-focused product companies have launched products built for a world where the biggest audience a meal gets is on Instagram, not at the table. Cooking has always been a social activity: among other things, it's a way to show off to the people you're cooking for. With more people stuck at home, the nature of this signaling has changed, and now cooking is a way to show off virtually to the people you aren't cooking for.
Because sheet pans allow consumers to cook a meal in a single dish, they get the highest social media clout per minute of prep/cleaning time: a single dish to both photograph and clean.
And when it comes to photographing a meal, sheet pans' rectangular shape maximizes the amount of food in the frame, given Instagram's aspect ratio. In a similar way, restaurants, too, have adapted over the years: some switched from round plates to square ones to fit in with Instagram's format, which was square-only until mid-2015.
As with other kitchen trends, sheet pans' popularity has led to a positive feedback loop, with more recipes leading to more sheet pan usage and vice-versa. Some sellers have even launched sheet pans in vibrant colors, not only as a way to differentiate from competitors but also because it's a high contrast way to highlight a dish, since very few foods are blue, for example. Meanwhile, others are pitching other differentiating features like warp-free sheet pans, addressing the most common complaints of the previous generation of the product.
Trend Highlight – The Rise of the Workstation Sink
As Zoom and Google Meet’s background blurring algorithms get better, users are increasingly taking calls from their messy bedrooms and obscuring the clutter behind them.
In the kitchen, workstation sinks are playing a similar role with their built-in sliding chopping boards that can cover messy sinks. It's embarrassing to have guests over with a sink piled high with dirty dishes, and a workstation sink can easily cover them up. This puts workstation sinks into an interesting category: products that don't necessarily save the customer time, but shift time instead.
Certain consumers are also chopping vegetables more. Online interest in chopping is rising relative to blending, in part as some consumers are looking for more ways to stand out in their social feeds with nicely splayed culinary arrangements.
And while most kitchen purchases take up counter space, the workstation sink actually adds space. This is especially useful since the boom in kitchen appliances purchases during the pandemic has reduced many kitchens’ amount of free counter space.
Workstation sinks also tie into changes in how people use their sinks. The average sink depth is increasing, from six to eight inches to as much as twelve inches, which increases back strain. One feature of a workstation sink is the ability to essentially raise the bottom of the sink which means less back strain when washing dishes.
Trend Highlight – Why Rotisserie Baskets Suddenly Became Popular
The low-margin, cost-conscious grocery store industry uses rotisserie chickens as a loss-leader product. Many Americans visit the grocery store to buy rotisserie chickens on a weekly basis, and leave with other, higher margin products too. In fact, in 2017, one in every two Americans purchased a rotisserie chicken. But rotisserie baskets, a trend brought on in part by the broader air fryer trend, are a new and growing product category that threatens this key part of the grocery store model.
And while foods like chicken wings and french fries are generally taboo in healthy eating plans, cooking them in a rotisserie basket gives them the crispy finish without being submerged in fatty oils. This means rotisserie dishes can make their way into the growing trove of online content about dieting plans.
The best show of rotisserie chicken’s status as a loss leader is that they are cheaper than uncooked chickens. Because they're a popular product, they tend to bring in foot traffic, with 625 million rotisserie chickens sold in 2020. Costco kept theirs priced at $4.99 when other stores raised prices, despite losing $30-$40m annually from chicken, because the extra foot traffic paid for itself with more high-margin goods. When Amazon.com acquired Whole Foods, one of the first products they cut prices on was the rotisserie chicken.
The growth of air fryers, and an increased appreciation for outdoor cooking, have made home-cooked rotisserie a more popular option, and rotisserie basket sellers tailor their products to fit into existing cooking appliances. Rotisserie cooking takes a long time, but with more people working from home, a food with an hour of cook time but very little prep time is suddenly viable; when the kitchen or grill is a thirty-second commute from the home office, it means starting dinner an hour before the workday ends, instead of needing to commute and then start a lengthy cooking process.
Trend Highlight – The Rising Popularity of Indoor Griddles
The pandemic shifted many consumer behaviors but it also permanently changed the strategy of many businesses. Brands selling clothing steamers expanded their product lines to sell facial steamers as consumers stopped going to fancy events and started wearing sweaty masks.
B2B office chair companies pivoted to selling gaming chairs as office closures dried up enterprise sales.
And with schools and businesses closed, commercial griddle sales staggered. To help compensate for the loss, many big players shifted focus to the consumer market.
The indoor griddle’s rise is also tied to growing fire regulations as climate issues escalate. In many cities, like NYC, it’s illegal to use a grill on a balcony, regardless of the balcony size. In dense urban areas, indoor versions of outdoor appliances let residents more easily avoid detection and contention among close-quarters neighbors. From smokeless fire pits to indoor griddles, the move indoors is creating new product opportunities.
Many indoor griddles are also designed to make cooking as easy as possible. The easier it is to make good food, the easier it is to impress people (and gain social capital) without investing as much time. Plus, the food and how it was made is almost a guaranteed conversation topic so kitchen products that help make great food have a baked-in viral growth loop.
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