Could Generation Z save Le Creuset? Young people are driving a resurgence in high-end kitchenware – with their obsession with chic tableware and KitchenAid mixers taking over TikTok

You may associate classic kitchenware brands like Le Creuset, Smeg and KitchenAid with the over-50s, but they’re now getting a new lease of life thanks to Gen Z.

Despite their notoriously high prices and the fact that they have been around for decades, they have all found themselves in high demand among the UK’s younger generations.

TikTok users have rushed to show off their gleaming kitchen appliances in an unlikely fashion trend, while the hashtag #dutchovens has more than 320 million views on the social media platform.

Others shared clips of finding Le Creuset ‘bargains’ at discount outlets such as TK Maxx and Bicester Village in Oxfordshire.

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

Generation Z has been dubbed the “sensible generation” because they consume less alcohol than their predecessors – and what could be smarter than investing in high-quality, durable kitchenware?

The French premium cookware brand Le Creuset has been selling expensive pots and pans since 1925 in various colors, but it is best known for its classic orange.

Although they’re durable and come with a lifetime warranty, the pots and pans are definitely the most expensive, with a set of four costing £599.

Last year the brand reported a 20% drop in sales, but could they now be boosted by a legion of new fans?

The brand seems to be definitely focusing on an audience of Gen Z consumers, as evidenced by its over 260,000 followers on TikTok.

Recent launches such as pastel-colored collections, petal-decorated casserole dishes, heart-shaped Valentine’s Day collection and even fruit and pumpkin-shaped bowls appeal to all tastes of the generation’s consumers. Z.

The cookware is also popular with British influencers such as YouTuber Emily Canham from Northamptonshire, who posted a TikTok video of herself cooking dinner – with her pink cast iron casserole dish (costing £255) at the premier plan.

Others decided to show off their growing Le Creuset “collections” – including Olivia Peas who presented their extensive ‘shell pink’ range including: a mini salt and pepper mill set (£51), a large stoneware mug (two at £20 each), a regular stoneware mug (£15), the classic teapot (£58) and the pink pitcher (£48).

Gen Z has even put their own spin on the brand – with the hashtag #LeCreuSlay occasionally trending on the platform.

When the new petal design was launched, viewers could barely contain themselves as they wrote: “I need this in my life!!! It’s not a want, it’s a need, as in I need it ASAP”;

‘I would die for this.’

An expert told FEMAIL that the secret to their appeal lies in becoming Gen Z’s latest “status symbol”.

Miriam Prada, a London-based interior designer, said: “These brands evoke a sense of aspirational living. Generation Z sees them not only as kitchen appliances, but also as status symbols that symbolize sophistication and a specific style.

“Le Creuset’s durability and timeless appeal resonates with Gen Z’s growing interest in sustainability and lasting quality. Plus, its vibrant hues add a pop of color to any kitchen, perfect for social media.

“KitchenAid’s reputation for reliability and versatility appeals to Gen Z’s desire for multifunctional products that can adapt to diverse culinary trends and lifestyles. Its classic yet contemporary design also makes it a favorite for the TikTok aesthetic.

“Meanwhile, Smeg’s retro aesthetic draws inspiration from Generation Z’s fascination with nostalgia and vintage vibes.”

One commenter on Reddit said: “For me it’s a piece of family. I still received my parents’ wedding gift from 41 years ago.

Indeed, pastel-colored kitchenware seems to be the surest way to appeal to younger audiences – and KitchenAid and Smeg have also taken advantage.

Home decor account @at.home.with.missb featured its £134 cream Smeg kettle, writing: “This is your sign to buy the Smeg kettle and don’t worry about the price.”

And the KitchenAid stand mixer company, launched in 1919, has also won over the social media audience, despite its prices in the hundreds of euros.

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

And a woman on TikTok said she was “crying, screaming, vomiting” after receiving a huge 157-piece Le Creuset box set for Christmas from her husband.

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

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

“Crying, screaming, vomiting right now because of my husband’s Christmas present… 157-piece Le Creuset box set from Costco, delivered on a pallet as promised,” Val captioned the post.

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

Among the pieces Val showcased in the clip was the brand’s mini casserole dish, ideal for small-scale slow cooking projects.

She also showed off cast iron skillets and nonstick skillets, a series of cast iron pots in various sizes, and a bunch of miscellaneous cooking utensils, including spatulas and wooden mixing spoons.