talking trade


Sometimes it’s’s all about the basics… Meyer Groupmarketing director CarlWright shares some findings froma


consumer research study that explores how shopping habits are changing and dinner parties are


being replaced with one- panmeals, batch cooking, steaming and casual dinners.


week, in our time-starved society, consumers are looking for ways to be more efficient in the


Above all, during the y,


kitchen: they are asking for products that speed up prepping, cooking and cleaning.


H ow do consumers really shop pots and


cookware?What do they feel about the pans?What do they want out of their


brands on offer? And how do they choose


These are just a few of the questions we all fromthe raft of options out there?


need to constantly ask ourselves.While we


industry players for some time, after all!), how think we intuitively know (we have all been


accurate are those perceptions? And are we


consumers in a way that leaves themwith confident that we are connecting with


a five star shopping experience for their


tell us to design, build, and successfullymarket consumer dialogue - and use what consumers AtMeyer, we are inquisitive - hungry for culinary needs?


core foundation of the company DNA, continual our products and brands.When innovation is a


improvement in the consumer experience can only happen by understanding consumers’ current desires.


Over the past year, even larger, r, we embarked upon an r,more detailed, research initiative to understand our consumers, using the latest


The world we are living in is changingmore sophisticated techniques.


consumers shopping habits are changing, has precisely what goes on the kitchen, and how r, and the need to define


quickly than ever,


So, what have we learned?Meal times have never been greater.


changed dramatically. Today, the perfect


“everyone eats”. In today’smodern world,most experience is a “not unhealthy”meal which


households don’t have a setmeal time, and many differentmeals are served to satisfy


frying, boiling vegetables, weekday desserts How we cook has changed too. Deep fat differing dietary requirements at home.


34 | housewares evil .net


Made with added diamond dust for extra toughness, the Diamond Shield fry pan from Meyer’s Prestige brand is ‘guaranteed to stand the test of time and is quick and easy to use’


• HousewaresLive.net re • twitter. /H


Findings such as these have a profound impact on the type of cookware that households are looking for. So, as consumers go to shop the aisles, either in- store or online, they are clear: they are looking for


Designed to ensure that even the stickiest of foods will not stick, the new Total collection of cookware from Meyer’s Circulon brand features ‘clever hi-low circular grooves, which create an exceptional non-stick surface, meaning you’ll need little or no oil for cooking’


solutions that reflect their life in the kitchen today.


With such varied options of items, brands, substrates, non-sticks, hob types, quality and prices, consumers have expressed a real desire to be informed for a decision they do notmake every day.


We found that our industry ismost criticised for the “sea of sameness” when they go shopping - and they feel uniformed as they make their choices for the kitchen. As a result, they default to the lowest


common denominator of price - not knowing there are products that deliver on their lifestyle aspirations.


The opportunity this presents to those who grasp it is immense. Research shows


consumers actually go into stores expecting to paymore than they end up paying, because


they do not understand the benefits that different cookware offers - which is counter to the general industry perception.Without even selling an extra unit, there is a great opportunity to grow revenues by trading up average selling price.


Meyer has updated, refreshed and relaunched its Circulon and Prestige brands to reflect these recent consumer trends.


Our product development and brand creative teamhas developed a package that has been overwhelmingly positively received - from consumers and trade alike - which had its first showing at trade show Exclusively Housewares, held in London on June 11 and June 12. Additionally, to address the frustration that consumers are experiencing, we are helping our trade partners fully communicate the pros and cons of the different cookware options that exist in themarketplace.


Lakeland has quickly partnered with us, and together we will be launching a new approach to informconsumers of their choices, utilising state-of-the art technology to accomplish this, which both parties are convinced will drive fantastic results.


Beyond that, ourmerchandising support


across the country will drive consistent product and brandmessaging both online and offline to aid consumersmake the right cookware decisions for their lifestyles, focusing on the solutions they tell us they need.


In our world of competing pressures, ever increasing retailing costs, digital strategies, fluctuating exchange rates, Brexit and all the rest, sometimes we lose sight of the basics. Now, how do consumers really shop pots and pans…?We look forward to sharing ou r findings soon.


r.com/Houseware resnews June/July 2019


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