July 2022: The UK's leading direct-to-consumer kitchenware specialist, ProCook, has forecasted three major trends that will continue to influence the design choices we make when it comes to kitchenware, cookware, and tableware in our homes. With more than 25 years of data-led product knowledge, the much-loved British brand has an unrivalled level of insight into what the UK consumer is buying – and some of it may be surprising.

“The zeitgeist of cookware is truly fascinating,” explains ProCook Brand Director, Sarah Savery-Smith. “It provides an insight into who we are as a nation and how our design choices, cooking habits and even socialising preferences have changed over the years. From the evolution of the pasta bowl – a virtual nonentity ten years ago and now a 2022 millennial staple thanks to compact living and sofa-based dining – to our insatiable appetite for scandi-inspired design; a lot can be said about what's in our kitchen cupboards.”

With such a deep understanding of the UK's buying habits and an extremely talented R&D team, ProCook is able to monitor the ebb and flow of trends and to spot those with staying power. Sarah Savery-Smith dives deeper into three identified trends:

Modern Rustic

At the turn of 2022, the Cottagecore trend gave way to a muted, chic counterpart. More than just an aesthetic, 'Modern Rustic' encourages us to introduce natural materials, neutral colours and earthy textures into our homes while cosying up with a good book or cooking up a hearty meal for our loved ones; it's cosseting without being claustrophobic. This emerging trend embraces a new aesthetic for cleaner, more pared back living with an emphasis on creating a soothing haven to retreat from the world. Cast Iron is the Modern Rustic fan's best friend providing a centrepiece for family style meals at the table. Tableware is unpretentious, and simple in form but will stand the test of time and still be stylish for years to come.

Achieving the Modern Rustic look is easy; a reason perhaps behind its staying power. Simply bring in layers of texture for a lux feel by introducing wood, jute, and cotton to your table with accents of gold or brass. When it comes to tablescaping, reconnect with the outside and bring nature inside with fresh flowers, rustic table linens and organic-shaped crockery. ProCook's latest AW22 launch – the Malmo White collection – provides the perfect artisan canvas for the Modern Rustic trend, allowing the tantalizing colours of fresh, healthy dishes to speak for themselves.

Buy Once, Buy Better

There is no doubt we are shopping more consciously in all elements of our lives. Sustainability and eco-friendly credentials are some of the leading factors customers consider ahead of making a purchase.

Many are choosing to step away from the 'fast homeware' market flooded with flimsy plates and unbranded pans that last all but five minutes. Instead, consumers are opting to shop mindfully and consider the durability, quality, and longevity of products that they will have in their homes for years to come. ProCook has seen significant growth in their premium ranges as consumers invest in quality rather than quantity. ProCook's Elite cookware range had a growth of +108%, YOY between FY21 and FY22, while their premium knife range, Damascus 67 had a + 90% growth during the same period. The trend has also been visible amongst tableware, with ProCook's Oslo and Malmo collections seeing a growth of +108% and +168% YOY respectively.

With quality assured products such as Cast Iron casseroles, that are tested against leading competitors and carry 25 year guarantees across all ranges, ProCook makes investment shopping easy and affordable. ProCook is also making strides when it comes to sustainable business practises with a goal to be carbon neutral by 2030. Most recently, ProCook has removed the majority of all unnecessary plastic from their packaging, with over 92% of materials able to be recycled from home.

Hosting at Home

There's no doubt that months of restaurant closures taught us to embrace the satisfaction of cooking from scratch, followed by the reintroduction of entertaining and socialising at home. So much so, ProCook has seen strong growth in sales from their bar and tableware, as customers invest in quality items for entertaining. ProCook has noted a +200% increase in the last three years for barware, with tableware also seeing a large of increase with +75%.

What's more, as health and wellness remain an overarching societal trend, there has been a notable shift in home cooking and swapping the Friday night takeaway for a 'fake-away', with homeowners choosing to cook their favourite fast-foods at home. At ProCook quick bowl food has proven popular, with bowl sales increasing 300% between FY21 and FY22.

ENDS

For expert comment and tips on any topic relating to kitchens, cleaning, tablescaping, cooking trends and more, please contact Zoe Phillips / Sophie Thrower at DMC PR – zoe.phillips@dmcpr.co.uk / sophie.thrower@dmcpr.co.uk

About ProCook:

ProCook is the UK's leading specialist kitchenware brand. The business offers a direct-to-consumer proposition, designing, developing, and retailing a high-quality range of cookware, kitchenware and tableware which provides customers with significant value for money.

The brand sells directly through its website, procook.co.uk, and via over 55 own-brand retail stores, located across the UK. ProCook products are also available on Amazon in Germany and France with delivery options extending to Belgium, Austria, Luxembourg, the Netherlands, and Poland.

Founded over 25 years ago as a family business, selling cookware sets by direct mail in the UK, ProCook has grown into a market leading, multi-channel specialist kitchenware and tableware company, employing over 690 colleagues, and operating from its Head Office in Gloucester.