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The great challenges in cookware: brand recognition and time to market

by La Termoplastic F.B.M. on 27 Sep 2021

As entire industries are going through confusing times due to the global health crisis, we found it useful to discuss in previous articles about what is changing in consumer behaviour when it comes to the cookware market. These insights along with the growing need for sustainability and hygiene, underscore the growing awareness and importance of providing great cookware solutions.

Global researches and studies, envisioned that the cookware industry is expected to reach a global turnover of 4.6 billion dollars by 2024. However, this was before the current situation and we do not know yet how this could affect market future growth. Especially for more developed countries, where this market is mature and not very dynamic, a crucial point to be highlighted in this area will be the ability to meet the demand for new solutions and innovation, in order to achieve greater efficiency in the kitchen.

What is the best way to meet this challenge? There are two main tools: recognizability and time-to-market.

Are you looking for hygiene and safety in the kitchen?  Check out our new e-book about antibacterial cookware products  and discover what F.B.M. can do for you!

Password: recognizability IN YOUR COOKWARE POTS AND PANS

To emerge in such a crowded market, a good practice is to choose a highly-distinctive design and to remain faithful to it over time in order to build the identity and recognition of your products. This also implies maintaining consistency of your distinctive design in future product collections. In this sense, the choice of which cookware handle to use and its design can be successful and strategic. In fact, handles can strongly distinguish the product, causing it to be immediately recognizable, even years later.

To satisfy the market’s constant demand for novelty and the request of consumers who are becoming more and more demanding, it is possible to periodically restyle your collection in a way that does not affect its discernibility, but plays on “easier” features instead, such as using new colors or different materials.

In fact, even a small variation in cookware handles can often make a difference and can offer the consumer a fresh and updated line of products, enhancing the original design, while at the same time, not affecting the identity of your brand. In addition, not altering the structural shape of the product optimizes economic resources.

cookware trend FBM Handles COLORS_004416

An example of this would be mixing and varying the combinations of the internal and external coatings for your cookware handles, perhaps by contrasting their effects and by modifying the color and material of the pot or pan handle. These are all “soft” but successful approaches. 

Time-to-market: how to be competitive

The cookware market is often very demanding, particularly as consumer awareness evolves. Nowadays, the market reflects new trends and aligns itself with the values of ethics and respect. It is no coincidence today that the emerging drivers of purchasing decisions are sustainability, social equity and, not least, attention to hygiene and sanitation policies.

The cookware market certainly can't stand still, it must evolve. We need to be timely, expert and very familiar with the dynamics of the industry.

It is therefore important to rely on expert cookware handle manufacturers who are able to meet these needs by ensuring products that combine high quality standards with design, functionality and business ethical approach.

F.B.M. makes time-to-market a business model. Two examples out of all to highlight the synergy of forces that animates the company to offer cutting-edge products.


Consumers buying sustainable products for their kitchen, is a trend that continues to grow. For them, choosing sustainable products has become part of lifestyle.

F.B.M. fully embraces sustainability, adopting environmentally friendly practices in line with ethical business principles. In this perspective, to improve consumer daily cooking experience, we have launched ECOSYSTEM, a sustainable cookware line made with natural and regenerated materials from the recovery of product wastes.

A planet-friendly handle with which we aim to reduce ecological footprint.fbm_new1 copia



Active Shield Alternativo Diagonale copia

The market for hygienically safe products is growing quickly due to social awareness of the risk of microorganisms.

F.B.M.’s timely response was the introduction of Active Shield, the first line of cookware accessories with a compounded antibacterial agent that inhibits the growth and proliferation of bacteria. Keeping the handle clean and sanitary, we aim to improve the quality of life of consumers.

Knowing the characteristics of production and the dynamics of the market, establishing strong synergies with producers and carefully planning activities to optimally manage time-to-market is certainly a valid way to achieve important results and to stand out from competitors in the cookware industry.

Please contact us by phone or email today to arrange your personal consultation. We look forward to hearing from you.

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Topics: Cookware Consultant