Tower is a well established premium cookware brand and the market leader in the pressure cooker market. Tower has maintained its number one status in the pressure cooker market by creative and innovative new product development. Innovations such as being the first brand to develop a manufacturing process giving the ability to offer pressure cookers with non-stick coated interiors. Tower is still the only brand able to do this on aluminium pressure cookers.

The pressure cooker consumer has traditionally been over 55 years old. Tower has expanded this market by developing a new range of products endorsed by celebrity chef Nick Nairn appealing to the younger 25 to 35 age group. The cookware range of products such as the range developed with celebrity chef Nick Nairn appeal to the growing market for "hobby" chefs.