Research report shows that Gen Z and millennials are increasingly choosing materials that support long-term wellness, durability and conscious living
A growing number of young Indians are changing everyday cooking habits, moving away from non-stick and aluminium cookware towards stainless steel, a research showed. Gen Z and millennials, among the most health-aware and informed consumer groups today, are increasingly choosing materials that support long-term wellness, durability and conscious living.
As per a Grand View research report, rising awareness around the health risks linked to synthetic coatings is a key factor behind this shift. Non-stick cookware can degrade at high temperatures, potentially releasing chemicals such as PFOA and PTFE, which have been associated with health concerns.
In contrast, stainless steel, an inert alloy of iron, chromium, and nickel, offers a safe, non-reactive cooking surface. Premium grades such as 18/10 stainless steel are particularly suitable for Indian cooking, including acidic preparations such as curries and tomato-based dishes. The report noted that corrosion resistance and hygiene are strengthening stainless steel’s acceptance among young households.
“Today’s Gen Z and millennial consumers are far more health-conscious and informed than previous generations and that awareness is directly influencing what enters their kitchens. Stainless steel aligns perfectly with this mindset, it is non-reactive, toxin-free, and built for longevity. Young consumers are choosing stainless steel not just for its durability, but for the confidence it offers in safe, nutritious cooking,” stated Rajamani Krishnamurti, President, Indian Stainless Steel Development Association (ISSDA).
The report pointed out that able to withstand high heat, daily scrubbing and extended use without warping or scratching, stainless steel cookware reduces the need for frequent replacements, making it a cost-effective option over time. Multi-layered variants, bonded with aluminium or copper, improve heat distribution, reduce hotspots and are compatible with induction cooking. Industry data indicates that pots and pans account for over 41 per cent of the market, with households contributing nearly 67 per cent of total demand, it stated.
Sustainability is another important consideration for environmentally conscious consumers. Stainless steel is fully recyclable without loss of quality, helping reduce landfill waste. The growing use of green steel and low-emission manufacturing processes is also lowering its environmental impact, the report added.
Globally, the stainless steel cookware market was valued at USD 8.69 billion in 2024 and is projected to reach USD 12.46 billion by 2030, growing at a compounded annual growth rate (CAGR) of 6.2 per cent. In India, the market stood at USD 857.9 million last year and is expected to reach USD 1,367.6 million by 2030, recording a CAGR of 8.1 per cent, supported by urbanisation and continued interest in home cooking, as per the report.
