shownews
Monday February 5 2018 THE NATIONAL MOTORCYCLE MUSEUM, BIRMINGHAM
Disrupt today’s trends…
The International Home + Housewares Show in Chicago held a series of seminars on buying trends in housewares. One of the key areas of interest was the changing face of consumer habits and its consequences for the industry. Mark Chapmanreports
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Chicago show given by Joe Derochowski, executive director and Industry analyst - home, of market research company The NPD Group. He argued that trends create advantages for companies to be able to understand some
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of the key life moments that drive consumers to buy. Joe noted that there has been a big increase
in the number of 26-44 year olds over the last couple of decades, which coincides almost exactly with research that shows that 25-40 year olds - the oft-mentioned Millennials - tend to eat out less regularly and stay at home and cook much more instead. He explained that this demographic group
experiences some of the key life moments that encourage housewares purchases, such as a first home (on average people buy their first property at around the age of 33), marriage and children. Another speaker, Bob Hoyler, who is home
and tech research analyst of global market intelligence publisher Euromonitor, noted that this age group is exploring new cultures and influences in food. This is prompting purchases for the kitchen and dining table to match these new-found dishes, to create a more authentic experience when eating and entertaining. Joe shared research findings by The NPD
isrupt Today’s Trends and Point Them in Your Direction’ was the theme of a presentation at the
mixing bowls, pestle & mortars and spiralisers have all reached double digit growth annually. There is a difference in the reasons for
heathy living choices between the over 55s and Millennials. The over 55s are aiming to maintain a good quality of life into retirement, so they can make the most of their new-found freedom. For Millennials, ‘wellness’ is perceived as a status symbol. Brands that can understand where they fit
into this changing landscape, and can develop new products and marketing strategies to attract these consumers, will be best placed to grow and succeed over the next few years, he concluded.
The over-55s see ‘wellness’ as a way of maintaining quality of life into retirement but the Millennials see it as a status symbol. Vitamix launched the Perfect Blend Smart Scale & Interactive Recipe App at the show
Group into housewares trends that seem to show a huge jump in entertaining at home in Europe and the US, driving growth in items like wine tools and compact refrigeration. Other changes in buying habits revolve
around compact living, with more single- person households in flats and shared accommodation. Bob suggested that this means consumers are looking more at multi- functional appliances and tools, as well as smaller size dinnerware and glassware sets, and more compact storage solutions. Different issues are changing the buying
habits of those older consumers who are empty nesters or retired. Joe said that as well as convenience, these consumers regard health and wellbeing as major life concerns, which strongly informs the food they eat and the way they prepare it. While this trend is also prevalent among
younger consumers, the over-55s are making significant changes in their lifestyles more than ever before, using healthy and ethical products, ingredients and materials in the home. Joe said this move has translated into
There has been an increase in home entertaining as more Millennials are staying in rather than going out. They are also looking for multi-functional products such as this app- controlled Redmond SkyCooker
consistent longer term growth in ceramic products, particularly ovenware. A desire to prepare meals from scratch has also meant that over the past three years, products such as
Compact appliances and storage in particular are proving popular. UK company New Soda has developed Love Herbs: herb scissors that sit neatly in the plant pot and come in handy for snipping sprigs
•Mark Chapman is a director at PR Direct, which he joined in 2014 after working for over 20 years in sales distribution and music production. PR Direct is a PR agency aimed at supporting brands of any size to work effectively with trade and consumer media. His specialist area is working with the tech media, radio and TV. •
www.prdirect.net
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May 2017
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