18.09.2024 | Aluminium Association

In 2024, the Russian market of domestic aluminium kitchenware may increase to 31.7 thousand tonnes, 3.6 thousand metric tonnes higher than in 2022. In the context of almost complete halt of imports of products by major European brands, consumers have shown a preference for items made in Russia. This was confirmed at the international exhibitions of home and interior goods, HouseHold Expo and Stylish Home: Objects & Tableware Autumn 2024, held in Moscow at the Expocentre from 2 to 4 September. The participants included leading manufacturers of cast and stamped aluminium cookware: Kukmara Metal Kitchenware Factory, Kalitva, VARI Group, Neva Metal Kitchenware, SCOVO, etc.

Neva Metal Kitchenware presented a new brand, TESORO, at the exhibition. In it, the company, a member of the Aluminium Association, went beyond the line of cookware and significantly expanded the product range for its customers. Besides cast aluminium cookware, the TESORO brand offers a wide range of kitchen accessories and cooking products. These include silicone-coated baking paper, aluminium foil, baking sleeves, and more. 'We are beginning to look beyond our traditional offerings and entering new consumer product categories for the first time in our 25-year history. TESORO is a modern cookware brand that appeals to those who appreciate the perfect balance between functionality and aesthetics. TESORO products will be available in retail chains, online marketplaces such as Wildberries and OZON, and in retail shops,' said Evgenia Lipatova, Head of Marketing Service of Neva Metal Kitchenware JSC. Cast aluminium kitchenware with a non-stick coating from the TESORO brand has a 3-year warranty, which is far longer than the offers by other companies in the market.

In 2023, the market share of aluminium kitchenware manufacturers that are members of the Aluminium Association was 75%, which amounted to 39.7 thousand metric tonnes. A quarter of this share was accounted for by imports. However, experts believe that we should not expect further growth in imports, primarily from China and Turkey. 'Russian manufacturers of kitchenware have earned the trust of consumers with the quality of their products. The average buyer is not willing to make regular purchases of inferior goods from foreign brands, even if they are more affordable,' explains Natalya Kudenkova, head of the Consumer Goods sector of the Aluminium Association. According to the expert assessment of Neva Metal Kitchenware JSC, rational consumption will be the main trend in customer behaviour in 2024. 'Many buyers pay attention to the appearance, quality, safety, and long service life of their cookware,' said Evgeniya Lipatova.

Per experts' opinion, the share of imported kitchenware could have been much higher. However, two major factors limited it: the industry itself, which has been proactive, and the awareness of buyers. 'About three years ago, a major programme to improve regulations was launched with the support of the Aluminium Association. This has allowed us to improve the quality of Russian tableware and significantly reduce the dependence on foreign suppliers. As a result, there is noe a whole category of people who buy kitchenware based on the country of production. They opt for products made in Russia,' says Natalia Kudenkova.

The Kukmara plant, a manufacturer of metal kitchenware in the Republic of Tatarstan, is also among the market leaders. The factory, which produces cookware under the KUKMARA brand, has launched several new product lines, including the GRANIT and STELLA. Both are distinguishable by their stylish and distinctive designs. STELLA is also unique in terms of the technological process used in its manufacture. Thanks to the latest automated foundry equipment, the kitchenware in this line has unique, intricate shapes. The meticulously chosen shades of the outer and inner coatings make them stand out in stores.

The increasing demand for Russian-made kitchenware is affecting all consumer groups. In response to market demand, many manufacturers are starting to target new customer groups. 'SCOVO is a leading manufacturer of cookware for various market segments. This year, we are proud to introduce the Brilliant range in the Economy+ category. Its slogan is: Brilliant in your kitchen. This was made possible through analytical research based on feedback from our distributors and market analytics,' says SCOVO sales manager Yulia Ustiantseva. The new line, like other SCOVO products, features a high-quality non-stick coating that helps extend the product's life. Brilliant cookware features removable handles and is available in three colours: grey, black, and bordeaux. These are the most popular colours in the market. SCOVO is always keeping up with the latest interior trends and the lifestyle of its customers. That's why the company expanded the colour range of the Stone Pan line and added a trendy beige colour that will fit both classic and modern interiors. 'We also see a growing demand for brushed aluminium cookware. Yes, it is a seasonal product, but every year the demand for it remains high. Brushed cookware is popular with both city dwellers and those who have a countryhouse and make preserves,' Yulia Ustiantseva added.

Although the manufacturing of induction cookware is considered an expensive technology and there is a lot of competition in this market, Russian manufacturers have been increasing their presence in this category. 'We are introducing a new line of induction cookware. Currently, cookware by VARI is available in two forms: cast and stamped. However, we are seeing a high demand for induction cookware. The range features various colours and the popular removable soft touch handles. The focus in developing new products is on product design. Today's consumer wants to not simply cook, but to do it with nice cookware,' said Galina Panfilova, Key Account Manager of VARI Group. The kitchenware producer of Tver also focuses on the long-term use of the products. Each item can withstand more than 1,000 cycles of frying milk, eggs, or sugar. These are mandatory tests that the products undergo at the factory before they are released to the market.