Caraway – D2C Ranking & Growth Metrics
Non-toxic ceramic cookware, bakeware and kitchen goods
Last updated · August 2026 edition · method v1.3
Caraway ranks #15 of 312 D2C brands in the August 2026 edition and #6 of 121 in Home, unchanged on last month. We estimate Caraway's revenue is flat year on year (low confidence). Branded search is steady over the past year, with a seasonal peak in November and December. Among home brands selling ceramic cookware, its closest competitor is Xtrema (#254).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, low confidence. Why
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: #15 of 312 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: roughly flat (50 = flat).
what drives the score Is Caraway's revenue growing?
We estimate Caraway's revenue is flat year on year (low confidence). Branded search is steady but site traffic is steady, so the two signals don't back each other up and confidence is low.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Caraway growing?
Caraway's Momentum score is 50.4, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is steady over the past 12 months. Site traffic is steady over the same 12 months. Since September 2025 it has moved from #18 to #15 overall. Its size score is driven most by social audience, with site traffic relatively weakest.
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.
Caraway branded search volume
How often people search for Caraway by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is steady. Demand is seasonal, peaking in November and December and lowest in September.
Caraway's audience, products and channels
Social audience
- Instagram caraway_home 910,630
- TikTok carawayhome 257,500
Also on Pinterest, X and Facebook.
Followers as shown on each platform, end of August 2026.
Products
- Products in store255
- New in the last 90 days26
- Typical priceUS$165
- Price rangeUS$0 – US$49,999
From Caraway's own online store.
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
- ReviewsOkendo
Tools detected on carawayhome.com; detection covers common apps and may miss some.
Caraway competitors
The home brands closest to Caraway: same kind of product first, then the nearest in size. See every brand in Home or the full D2C brand rankings.
Non-toxic pure ceramic cookware and bakeware for the home kitchen
Handcrafted ceramic dinnerware and tile, made in California.
Restaurant-quality cookware, knives and kitchenware for home cooks.
Direct-to-consumer kitchen knives, cookware and tableware.
American-made cast iron and carbon steel cookware for home kitchens.
Caraway vs Xtrema
Caraway leads on both size and growth: Scale 66.9 against 29.8, and Momentum 50 against 40. See Xtrema's page.
| August 2026 | Caraway | Xtrema |
|---|---|---|
| Overall rank | #15 | #254 |
| Home rank | #6 | #93 |
| Scale (size) | 66.9 | 29.8 |
| Momentum (growth) | 50.4 | 40.1 |
| Branded search | 71 | 24 |
| Site traffic | 54 | 25 |
| Social audience | 77 | 43 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
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's revenue growing?
We estimate Caraway's revenue is flat year on year (low confidence). Branded search is steady but site traffic is steady, so the two signals don't back each other up and confidence is low. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Caraway's competitors?
Caraway's closest competitors in the Home category are Xtrema, Heath Ceramics, Made In and Misen.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.3. See the methodology, or report a correction.