Caraway
Non-toxic ceramic cookware, bakeware and kitchen goods
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Caraway is today: #12 of 208 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: growing (50 = flat).
what drives the score Caraway in the index
In the August 2026 edition, Caraway ranks #12 of 208 brands overall and #3 of 24 in Home. Its Scale score is driven most by social audience, with site traffic its relatively weakest signal. Over the past year, branded search is steady, with a seasonal peak in November and December, and site traffic is growing strongly. Its Momentum score of 58 says the brand is growing overall (50 means flat).
About Caraway
Caraway makes kitchen and home goods, including non-stick ceramic cookware, bakeware, food storage, kitchen tools and a coffee maker. The brand is aimed at home cooks who want kitchenware made without materials such as PFAS, and it positions its products around non-toxic materials, intentional design and third-party testing of its ceramic coating and other components. Caraway states that its manufacturing partners hold BSCI and SMETA certifications and that it uses responsible packaging materials.
The brand sells directly to consumers through its own website, offering individual pieces as well as bundled sets across cookware, bakeware, storage and organisation, and accessories. It began with stovetop cookware in 2019 and has since expanded into other kitchen and home categories, describing its collections as designed to work together as part of a broader kitchen system. Caraway was founded by Jordan Nathan, who has described the brand as a response to concerns about traditional non-stick cookware.
Search demand
How often people search for Caraway by name, month by month (peak month = 100). Over the past year, demand is steady. Demand is seasonal, peaking in November and December and lowest in September.
Social audience
- Instagram caraway_home 910,630
- TikTok carawayhome 257,500
- Pinterest carawayhome –
- X CarawayHome –
- Facebook carawayhome –
Followers as shown on each platform, end of August 2026.
Where it sells
- Own online storeyes
- Retailers / stockistsnot found
- Amazonnot found
Its site is most visited in the US, Australia, Canada and France.
Ecommerce stack
Tools detected on carawayhome.com. Detection covers common apps and may miss some.
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Caraway: common questions
What does Caraway sell?
Non-toxic ceramic cookware, bakeware and kitchen goods. Known for: Ceramic non-stick cookware, Bakeware, Food storage, Coffee maker and Kitchen tools.
Where is Caraway from?
Caraway is based in United States.
Where can you buy Caraway?
Caraway sells through its own online store. Its online store is at carawayhome.com.
When was Caraway founded?
Caraway was founded in 2019.
Who founded Caraway?
Caraway was founded by Jordan Nathan.
Is Caraway growing?
Branded search for Caraway is steady over the past year, and overall the brand is growing.
What brands are similar to Caraway?
Brands similar to Caraway in the index include Cozy Earth, Made In, Brooklinen and Tikamoon.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.1. See the methodology, or report a correction.