RANGE REVIEW: HOUSEWARES & GIFTS
CURVER
HOME STORAGE TRENDS FOR 2022 FROM
to cook at home – a trend which has become a habit for many.
But this means the storage of food, dry goods, and space for the fridge and freezer may all take priority. Not only does storage need to be smart, it also needs to be safe. There has been a huge incline in concern for hygiene, so much so that it is our new definition of ‘safety’: if it’s not hygienic, it’s not safe and consumers will be much less likely to trust in the products you are offering. Edu Hartog adds: “Not only is food storage a priority at home, but workers are also returning to the office, and therefore want to make sure the way they are packing their food is safe and hygienic too. Many are concerned about returning to the workplace and want to tick all the boxes when it comes to avoiding any chance of infection. This may mean packing food in a transportable way, or ensuring food and snacks are kept safe for a long day in the office, opposed to in the fridge.
Curver – part of the global Keter Group, one of the world’s leading manufacturers and marketers of resin-based household and garden consumer products – has released the five key trends which the company sees influencing the home storage space as we move into 2022.
F
rom focussing on personal health and wellbeing and structuring our home,
to getting back on the move
again and needing products to better fit our new hybrid lifestyle, the past year has shifted what consumers are looking for.
The impact of staying-at-home The endless lockdowns meant that many people spent the past 18 months redecorating and renovating their homes; whether that’s because they needed their spare room to become a home office, or just had extra time on their hands to finally fix up a room they have been meaning to do so for years.
Now that consumers are dedicating parts of their home to their work hours and setting up spaces more reminiscent of a traditional office -
18 DIY WEEK DECEMBER 2021
where they can leave the workday behind – internal storage and products to help people get organised have increased in popularity. Edu Hartog, head of Curver Europe, comments: “As more people across Europe adapt to a hybrid working lifestyle, we expect an increase in home-workers creating office spaces and redesigning their homes to fit this new way of life. With this comes the need to create an organised space, which in some cases where there is a limited footprint, needs to be packed away at the end of each working day to make way for living. We expect to see more creative ways of increasing storage space in the home over the next twelve months.”
The importance of hygiene at home and beyond
The pandemic also ignited the chef in many who no longer were able to eat out. More and more people started
“So, while people spending more time in the kitchen could mean a bigger focus around pantry design, it also means consumers are looking for a way to pack their food in a hygienic way, by using products such as Curver’s fully recyclable Smart To Go Eco line food keepers, the only product in the market to be made from 100% recycled PP, to ensure they can transport food wherever they are commuting.”
The movement towards sustainability With rising concerns for the climate, more and more consumers are looking to purchase items that are long- lasting, kinder to the environment and are less plastic-reliant. It is no longer solely about convenience and style, with eco-friendly storage being a big influence behind picking the perfect storage item.
As sustainability is set to define consumers’ demands, the new product development process is vital. It is not only just about making a long- lasting, ethically sourced product. Products need to be manufactured in the most eco-friendly way – methods that take into concern the amount of carbon that is being exhumed and have the least amount of negative impact on the environment as possible. Keter Group has set out ambitious sustainability targets to achieve by 2025 in order to have the least impact possible on the world in which we live.
And it’s not only sustainable
products that are key, as consumers are also looking for products to help them live a more sustainable lifestyle. For example, Curver’s new collection of innovative eco-friendly Ready to
Collect waste separation line allows effortless waste separation, hygienic storage, and easy recycling so eco- conscious homeowners can do their bit for the planet and make some space for their waste.
Textures and finishes Across Europe, storage needs for the home are similar, the main differences are the textures and designs preferred by each market. However, everyone is looking for an item that complements their space, looks stylish and is durable. With a range of storage products in a variety of finishes, colours and styles, Curver home storage can meet the majority of style wants on a purchaser’s wish list.
Trust is the key As consumers are looking for products that will be long-lasting, environmentally friendly and reliable, trust is vital. In
a recent Edelman Trust
Barometer Special Report, 81% of consumers said that they need to be able to trust a brand before they buy from them, meaning that brand recognition is just as important now, despite the rise of e-commerce. It also means that consumers will need to be reassured the company they are
purchasing from are
doing ‘what is right’, such as its environmental impact, quality and reputation.
Edu Hartog summarises: “Consumers are looking to companies with a strong heritage which they can trust. They know if they purchase from a long-standing company, like Curver which was founded in 1949, with more than 65 years’ experience, they will be buying a user-friendly, eco-friendly item which has been designed to last, and looks great in the home.”
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