Could Gen Z save Le Creuset? Young people are driving a resurgence in upmarket kitchenware – with their obsession with posh crockery and KitchenAid mixers taking over TikTok

You may associate classic kitchenware brands  like Le Creuset, Smeg and KitchenAid with those over 50, but they are now getting a new lease of life from Gen Z.

Despite their notoriously high price points – and the fact they have been around for decades the  have all found themselves high in demand with the UK’s younger generations.

Users on TikTok have rushed to show off their sparkling branded appliances in their kitchens at home in the unlikely fashion trend, while the hashtag #dutchovens has more than 320 million views on the social media platform. 

Others have shared clips of searching for Le Creuset ‘bargains’ in discount outlets such as TK Maxx and Bicester Village outlet in Oxfordshire.

While the trend may seem baffling, experts say that the aesthetically pleasing appliances appeal to Gen Z for many reasons, including sustainability, durability, a sense of nostalgia and vintage vibes.  

Gen Z has been dubbed ‘generation sensible’ for consuming less alcohol than its predecessors – and what could be more sensible than investing in high-quality and durable cookware?

Premium French cookware brand Le Creuset has been selling pricey pots and pans since 1925 in various colours – but is best known for its classic orange. 

While it’s durable, and comes with a lifetime guarantee, the pots and pans are certainly on the more expensive side, with a set of four costing £599. 

Last year, the brand reported a 20 per cent dip in sales, but could they now be boosted by a whole legion of new fans?

The brand seems to have a definitive focus on a Gen Z consumer audience – made manifest by its boasting of more than 260,000 followers on TikTok. 

Recent launches such as the pastel colour collections, casserole dishes embellished with a petal design, a heart-shaped Valentines collection and even small bowls in the shape of fruits and pumpkins all appeal to Gen Z’s consumer tastes. 

The kitchenware is also beloved by UK influencers such as YouTuber Emily Canham from Northamptonshire, who posted a TikTok video of herself cooking dinner – with her cast iron shell pink casserole dish (costing £255) at the forefront. 

Others have decided to show off their growing Le Creuset ‘collections’ – including Olivia Pea who displayed her extensive ‘shell pink’ range including: Mini salt and pepper mill set (£51), stoneware grand mug (two at £20 each), regular stoneware mug (£15), the classic teapot (£58) and the pink pitcher (£48). 

Gen Z have even given the brand their own twist – with the hashtag #LeCreuSlay occasionally trending on the platform. 

When the new petal design was launched, viewers could barely contain themselves, writing: ‘I neeeed this in my life!!! This is not a want, this is a need, as in I need this asap’;

‘Would die for these.’ 

One expert told FEMAIL that the secret to their appeal is in becoming Gen Z’s latest ‘status symbol’. 

Miriam Prada, a London based interior designer, said: ‘These brands evoke a sense of aspirational living. Gen Z views them not just as kitchen appliances but as status symbols that symbolise sophistication and a specific style.

‘Le Creuset’s durability and timeless appeal resonate with Gen Z’s growing interest in sustainability and long-lasting quality. Plus, its vibrant hues add a pop of colour to any kitchen aesthetic, perfect for social media.

‘KitchenAid’s reputation for reliability and versatility appeals to Gen Z’s desire for multifunctional products that can adapt to various cooking trends and lifestyles. Its classic yet contemporary design also makes it a favourite for TikTok aesthetics. 

‘Meanwhile, Smeg’s retro aesthetic taps into Gen Z’s fascination with nostalgia and vintage vibes.’

One commenter on Reddit said: ‘For me it’s a family piece. Still got my parents wedding present from 41 years ago.’  

Indeed, pastel-coloured kitchenware seems to be the sure way to win over the young audience – and is something KitchenAid and Smeg have also cottoned onto. 

Home decor account @at.home.with.missb showed off their £134 cream Smeg kettle, writing: ‘This is your sign to purchase the smeg kettle and not worry about the price tag.’

And standing mixer company KitchenAid, which launched in 1919, has also won over social media audiences – despite its price points of several hundred pounds. 

The ‘Blue salt’ shade, which the company declared to be its 2024 ‘colour of the year’, has taken TikTok by storm with its aesthetically pleasing pastel blue and purple shade – retailing at £699.  

And one woman on TikTok said she was ‘crying, screaming, throwing up’ after receiving a whopping 157-piece Le Creuset set for Christmas from her husband. 

The lucky wife, named Val, who goes by @.valpac on TikTok, revealed the sweeping assortment of items, most in the shade of cerise, in a 35-second video that has racked up more than 250,000 likes on the platform. 

The set was on sale in Costco in the US for $4,500 (£3,500). 

‘Crying, screaming, throwing up right now at my Christmas gift from my husband… 157 piece Le Creuset set from Costco, delivered on a pallet as promised,’ Val gushingly captioned the post. 

Indeed, the items all started out in approximately eight separate boxes, all stacked together on a wooden pallet.

Among the pieces Val showed off in the clip was the the brand’s mini-cocotte, best for small-scale, slow-cooking projects.

She also flaunted both cast-iron and non-stick pans, a series of differently sized cast-iron pots, and a bunch of miscellaneous cooking utensils, including spatulas and wooden stirring spoons.

A Le Creuset Spokesperson said: ‘It’s all about colour – we’re seeing our that our Gen Z consumers are investing in their homes and cookware, showing of their personalities through their interiors. 

‘With our kaleidoscope of colours available across our cookware and tableware, we know we have colourway available to match everyone’s personality and of course age group. And as some of the most eco-conscious amongst us, it’s no surprise we’re seeing Gen Z turn to quality products designed to last a lifetime.

‘We see the love our Petal Casserole and Halloween inspired pumpkin products get on social – particularly from the younger generation. Seeing their response only inspires us to continue to develop new products, shapes and collaborations.

‘To date there are over 17,000 videos on TikTok featuring Le Creuset collections, recipes, new colours and products – we hope to continue seeing Le Creuset being celebrated on it!’