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Consumers buy more nonstick cookware than any other kind. In fact, according to the Cookware Manufacturers Association (CMA), 90 percent of all aluminum cookware sold today is nonstick. Since nonstick technology is constantly changing, it is important to keep your customers abreast of the latest advancements. By arming your staff with the proper information about nonstick technology, they'll be ready to answer some of the common consumer questions and concerns, and be better equipped to confidently sell the category.

The Differences Between Nonsticks
Nonstick cookware is a dynamic but often confusing category for both consumers and retailers. A basic knowledge of the various types of nonstick cookware can mean the difference between a lost sale and a healthy trade-up to higher-margin items. Major differences exist between nonstick cookware surfaces. Over the years, improved techniques for adhering nonstick coatings to pans have led to different grades of nonstick cookware.

According to the CMA, there are five basic levels of nonstick coatings or layers on the market today, ranging from the least expensive one-coat systems to the more advanced (and expensive) multicoated ones with ceramics or other materials added to the nonstick base to make it stronger and, as a result, more durable.

Following are the basic differences among the five levels:

A one-coat system is the least expensive application method and is generally used for mass-market items. The single coat of nonstick is applied directly to the pan and then cured at a high temperature. Generally, one-coat systems are the least durable of the nonstick coatings.

A better grade of nonstick cookware, the two-coat system, has a dual layer coating: a primer coat is applied before the nonstick coat to provide added adhesion. Dual-layer nonstick cookware is more resistant to scratching and peeling, and with proper care, should last longer than single-layer nonstick cookware.

As price increases, so do the layers of coating. Three-coat systems are used mostly on gourmet-level products and incorporate a primer, an intermediate coat, and a finishing coat. Between each of the multiple coatings, the pan is run through a "flash-off" or drying step before the final cure.

Three-coat systems can also be reinforced in two ways. External reinforcement is typically done by spraying the surface of the pan with molten stainless steel to provide greater surface area for the coating to adhere to.

Three-coat systems that are internally reinforced employ a step in which tiny particles of a hard substance are added to the primer and mid-coat. The final, topcoat of a three-coat finish is not usually reinforced. Not only does this technology provide a longer life expectancy to the nonstick surface, it also prevents peeling and blistering. Three-coat systems are incrementally more durable than dual-layer, and so forth up to four or more layers.

As a rule of thumb, higher-end nonstick coatings will provide better performance for the user, last longer, and won't peel, blister or crack. Educating your customers about the differences between your nonstick inventory and lower-quality versions is essential.

The Nonstick Controversy Heats Up
When nonstick cookware was introduced in the 1960s, it stirred a mini-revolution in the American kitchen. For decades since, nonstick cookware has been praised by home and professional cooks alike due to its easy cooking and cleaning properties. A pan with nonstick coating makes easy-to-lift omelets and cleans up like a dream. Plus, it requires little or no oil to keep food from sticking and disperses heat evenly.

Yet, while home cooks have embraced nonstick cookware, some are now questioning the safety of the category since an Environmental Protection Agency (EPA) advisory board asked regulators last year to examine whether a chemical that gets Teflon and similar coatings to bond to a pan may cause cancer and other illnesses.

The chemical in question, perfluoroctanoic acid or PFOA for short, is used in the production of Teflon and other nonstick coated cookware. But according to nonstick manufacturers, while PFOA is used in the manufacturing process, it is not present in the finished product.

"During the production process, all PFOA is 100 percent removed and captured in filters, which are then discarded in compliance with applicable laws. That is where the EPA comes in — on the environmental side of the raw material manufacturers," explained nonstick cookware manufacturer SCANPAN, in a statement. "The PFOA issue is an EPA issue, not an FDA issue. It is unfortunate that the media shows the image of a Teflon pan while reporting on PFOA. They should show the image of a factory producing PTFE (polytetrafluoroethylene) and capturing and filtering out the PFOA."

According to Hugh J. Rushing, executive vice president of the CMA, the problem is an environmental, not a consumer products one.

"So far as consumers are concerned, we've seen less sensational press on nonstick coatings of late," explained Rushing. "We have been emphasizing to the media and consumers alike that studies have failed to show that any PFOA is contained in foods cooked in nonstick pans, even those with an abraded or scratched finish."

According to Rushing, in another development, on November 16, 2006, the U.S. EPA and the Fluoropolimer Manufacturers Group (FMG) "mutually agreed to discontinue their work on a project designed to determine if heating certain fluoropolymers like PTFE to temperatures near their melting point generates PFOA."

Like virtually all substances, nonstick coatings eventually succumb to heat and ultimately break down. The fumes released during exposure to extreme heat may be harmful to the extra-sensitive respiratory systems of certain exotic birds. It must be noted that such temperatures — usually exceeding 660° F — are never reached during normal kitchen use. Only if the pan is cooked dry or is otherwise left unattended and overheats can such nonstick compounds start breaking down.

"In other words, nonstick cookware has been used in millions of households around the world for over 40 years, and authoritative agencies around the world have confirmed its safety when used as intended," explained Rushing. (See sidebar: Safe Cooking With Nonstick)

Retailers Remain Optimistic
Despite the extensive publicity about possible health concerns surrounding the category, many retailers say nonstick continues to perform well.

In fact, according to Rushing, nonstick cookware remains the most popular type of cookware, with 90 percent of all aluminum cookware sold today being nonstick. Rushing estimates shipments of nonstick aluminum cookware in 2006 totaled roughly $600 million — not including November and December — and through October, aluminum cookware sales were up 9 percent over the previous year. In addition, sales of anodized cookware with nonstick are ahead 21 percent over last year, he noted.

"Sales in the fourth quarter for nonstick cookware were up 15 percent for us over last year," said owner Paul Fricke of Cincinnati-based Cooks'Wares, Inc. "The category is still very strong." Fricke's best-selling items continue to be nonstick fry pans from SCANPAN Classic and Professional, Swiss Diamond, All-Clad, Cuisinart and Culinary Institute of America.

Kitchenware store Complements to the Chef in Asheville, N.C., has not seen a decline in sales of nonstick cookware either. In fact, owner Tex Harrison said Swiss Diamond continues to be one of their best nonstick sellers. "The line is No. 1 in fry pan sales and up by 25 percent in overall sales from last year."

Nonstick continues to be a great performer for Jennifer Baron of Brooklyn, N.Y.-based A Cook's Companion as well, yet she has noticed additional customer inquiries regarding the category.

"We have not experienced a decrease in sales of nonstick cookware and even added a couple of pieces, but many of our customers have questions regarding its safety," she explained. "We spend time discussing articles, news reports and general nonstick 'gossip' with our customers more than ever. After rational explanation and discussion, most buy the nonstick pan that they came in for. A few customers won't buy, but their minds were usually made up before coming into the store."

Baron sells nonstick items from All-Clad, Meyer, Cuisinart, Kitchen Supply and Nordic Ware. "Fry pans have always, and continue to be, our best-selling nonstick items," she said. "We also sell loads of nonstick bakeware. There seems to be no fear from the customer regarding that category."

Terry Monroe of Stillwater, Okla.-based Murphy's Department Store, told us only 2 to 3 percent of their customers ask questions about the health and safety issues of nonstick cookware.

"Oklahomans are relatively less excitable about things like nonstick cookware and other health concerns than people in other parts of the country," Monroe explained. "Some wish to be informed, and our employees are prepared to discuss the issues and advise customers who are avoiding one sort of product for whatever reason. However, other than curiosity, we do not find large numbers of informed persons making substantial changes in what they intend to purchase."


Nonstick Advances
Here's a rundown of the latest nonstick advances:
Eclipse: A three-coat, internally reinforced nonstick system developed by Whitford Worldwide. The primer coat contains a blended combination of resins and unusually hard materials, permitting a far higher percentage of special reinforcing elements. The midcoat — actually a primer used in other Whitford reinforced systems — also contains the special reinforcing elements.In addition, the topcoat is rich in fluoropolymers, and is dedicated entirely to "release" (the nonstick characteristic).

Besides releasing Eclipse, Whitford recently launched the Product Knowledge Network (PKN), a Web-based information portal providing retailers at all levels access to important information on nonstick coatings for consumer products, such as cookware, bakeware and small electrics. PKN is a neutral site. It does not promote any brands or specific products, but rather provides general information regarding nonstick coatings that retailers can use to gain an advantage in buying and selling. Visit www.productknowledge.com for more information.

Teflon With Radiance Technology: This new nonstick, bronze-colored coating from DuPont features a triple-layer system designed to reach optimal cooking temperatures quickly and evenly on low to medium heat. The nonstick surface was developed to help save time in the overall cooking experience. This new technology also features a durable, scratch-resistant surface tough enough to use with most metal utensils.

SCANPAN PROFESSIONAL: Features a SCANPAN patented nonstick surface that is created by firing a ceramic-titanium compound into the pan at 36,000° F and twice the speed of sound. The ceramic-titanium particles become one with the pan at that point. A subsequent application of a specially formulated PTFE provides the nonstick effect. There is no tool in the kitchen that is harder than this surface, which permits the use of metal spatulas.

Diamond Reinforced Nonstick Cookware: From Swiss Diamond, this cookware is coated with an ultra-hard nonstick nano-composite which contains real diamond crystals, high abrasion resistance, exceptional thermal conductivity, and perpetual nonstick properties. The coating is applied on high-quality cast aluminum through a production process that forms a virtually indestructible cooking surface that won't crack, blister or peel.

Safe Cooking With Nonstick
What exactly do nonstick manufacturers mean when they say "use as intended?" According to the nonstick cookware manufacturers we spoke with, this means cookware should never be left empty on a hot stove or oven, or allowed to overheat. When empty, a frying pan can reach 750° to 800° F after several minutes on a high burner. Always be sure that oil, water or food materials are in the cookware prior to heating it.

Most nonstick brands are safe at temperatures up to 375° F and a few as high as 450° degrees F.

Another way to ensure safe cooking with nonsticks is with proper care. Today's nonstick coatings are more durable than those of just 10 years ago. Special use and care instructions on how to prepare, maintain or clean nonstick vary by manufacturer. According to some manufacturers, their nonstick cookware surfaces will withstand metal utensils; however, others recommend using only wooden or plastic utensils regardless of how durable they claim the nonstick coating is. It's always best to check the manufacturer's recommendations for care before advising customers.