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Consumers Seek To Simplify, Spend Smart On Housewares In New Decade

ROSEMONT, Ill. (January 2010)—American consumers are entering the new decade with cautious optimism, as many plan to continue navigating through a difficult economy by focusing on frugal spending and simpler lifestyles.

Over the past decade, many Americans have turned their attention toward the home and activities such as home entertaining, healthy cooking and home improvement. These trends marked a return to traditional values and have signaled good news for the housewares industry. Hundreds of new products highlighting these trends will be on display at 2010 International Home + Housewares Show, March 14-16 at McCormick Place in Chicago.

“Probably the biggest trend, and one that has been percolating for a few years, is the return to frugality,” said A.J. Riedel, senior partner of Riedel Marketing Group. Riedel noted this trend has been growing, but it took the struggling economy to “kick it into high gear.”

“Often, we don’t see radical shifts in behavior until we’ve looked at the past decade. Consumers were hit by a huge economic downturn on so many levels – the housing market, the stock market – that even consumers who once were secure now felt insecure,” she explained. “Many are realizing how far out of control they had gotten. It made many people realize they had a false sense of security.”

The International Housewares Association’s (IHA) Consumer Advisory Council, a subset of the 100-member Home Trend Influentials Panel, or HIPsters, created by Riedel Marketing Group mirror this trend. The HIPsters were created to identify cutting-edge home-related trends and a small group of HIPsters comprise a focus group each year for IHA.

In June 2009, Riedel surveyed the full HIPsters panel about money and the future. Thirty-six percent said they were more worried about money and the future than they were in late 2008. Almost half, about 46 percent, were feeling the same level of worry, and only 16 percent were less worried.

At an October 2009 focus group of seven HIPsters, two reported feeling cautiously optimistic that the economy is starting to recover. “Yet, there is still the fear factor, especially among the younger women, even though none of this year’s group of HIPsters have lost their jobs or been adversely affected by the recession,” Riedel noted. When the focus group was asked whether they would return to their old spending habits once the recession ends, all seven said no. Seventy-three percent of the full HIPsters panel has said they would not go back to their old spending habits, an increase of 18 percent from a December 2008 survey.

Along with streamlining their spending, consumers also have been searching for ways to simplify their lives, household chores in particular. Riedel noted simplification was also a growing trend among the HIPsters at the October focus group.

For some HIPsters, this trend means getting a healthy meal on the table quickly. For others, it reflects simpler household cleaning. And for some, this trend means reducing clutter and possessions.

Among the HIPsters, many are trying to spend less time on cooking through the use of convenience foods such as precut fresh fruits and vegetables. Others are relying on products such as slow cookers to eliminate the hands-on time they spend over a stove. Four of the focus group participants also are looking to simplify household cleaning and spend less time on it. Toward that goal, several have purchased time and effort-saving appliances such as a steam mop to make cleaning easier.

Eating At Home Trend Continues

According to the 24th Annual Report on Eating Patterns in America by the NPD Group, Americans are eating at home more and have been since the beginning of the 2000s. The report also noted Americans used their microwave ovens more last year and their stove tops less. Approximately 20 percent of all meals prepared in U.S. homes from 1990 to 2007 involved a microwave. Last year that figure increased by 10 percent. Meals prepared on a stove top dropped from 52 percent in 1985 to 33 percent in 2009.

Harry Balzer, chief industry analyst at The NPD Group and author of Eating Patterns in America, stated the trend toward coming home to cook and eat is not new, but has been happening during the past decade. He noted this is the first decade where the number of meals bought at restaurants at the end of the decade does not exceed the number of meals bought at restaurants at the beginning of the decade.

“The movement back to our home has been about value,” Balzer said, noting that household income has not increased in the past decade. “There has been a structural shift illuminated by the economy, not caused by the economy.”

More than half of the HIPsters panel report they are eating out less than they did a year ago.

Peter Goldman, president of the home division for The NPD Group, cited a “renewed interest and renewed emphasis” on eating and cooking at home. He said the majority of consumers may not be cooking more, but they are making those meals more special.

Some, he said, may be influenced by celebrity chefs and are seeking to recreate restaurant-quality meals at home. Others, he noted, may be migrating away from formal dinnerware and toward quality casual dinnerware, but will “dress up” the dinner table with colors and accessories such as table linens.

Riedel believes increases in home entertaining and eating at home are partly the result of the sagging economy and partly out of a desire to eat healthier and better control what their families consume. Riedel noted 58 percent of members of the HIPsters said they are preparing meals at home more often than they did a year ago.

Professional chefs concur with the HIPsters findings, ranking the trends of sustainability, nutrition/health and simplicity/back to basics among the top five culinary themes, according to the National Restaurant Association Chef Survey: What’s Hot in 2010. Among the trends cited in 2010, locally grown produce, locally sourced meats and seafood and sustainability ranked at the top.

In addition, 55 percent of those chefs expect environmentally-friendly products to be the hottest kitchen equipment trend in 2010. Productivity-enhancing products, such as speed cookers or labor saving devices ranked second--with 23 percent of those surveyed expecting that to be the hot trend.

Slowdown Expected For “Green” Products

The consumer trend toward “green” products seems to be abating. Some have reduced overall spending while others have grown skeptical of claims made about “green” products.

“The momentum may be slowing on the acceptance of new green habits and practices,” Riedel said. “While most of the focus group participants said they are much more aware of environmental issues than they were a year ago, they have not made any huge changes in their environmental habits and practices in the past year.

“It would appear, based on some comments by the focus group participants, that consumers are starting to question whether the sacrifices required to use green products instead of non-green alternatives are worth it,” Riedel said. At least half have switched to compact fluorescent lamps (CFLs), for instance, but several complain they do not like the light those bulbs emit.

Riedel noted that many HIPsters are embracing “green” products when they can reap an immediate benefit, such as using solar water heaters or tankless water heaters to conserve energy. “Some environmental practices are harder to measure,” she said. Many HIPsters, Reidel noted, have returned to traditional products for cleaning. One HIPster has begun using “basic” cleaners such as ammonia, vinegar, bleach and baking soda because she believes they clean better and likes their scent.


Home Remodeling Remains Steady

Many American consumers are focusing on the home to insulate themselves from the outside world and are re-thinking their home spending projects. “The economy has created a reality check for many consumers and has had a fundamental impact on home improvement,” Riedel said.

Prior to the housing slowdown, consumers spent money on their homes as a primary investment with projects that would improve the home value. Today, consumers recognize that the money spent on their home may not be recouped when the house is later sold. Annual spending on home improvement should start to rise again in the first quarter of 2010, according to the Leading Indicator of Remodeling Activity at the Joint Center for Housing Studies, Harvard University. The study reports that a decline in spending could shrink to 8.9 percent by the second quarter of 2010.

Outdoor Entertaining Still Strong

According to The NPD Group, most consumers still do outdoor entertaining, with an average frequency of about four times per year. In an April 2009 report, about 45 percent of outdoor entertainers purchased some type of related product in the past 12 months. In addition, more than 40 percent told NPD they plan to purchase or add an item to their property in the next 12 months.

Firepits/outdoor fireplaces, outdoor lighting and water fountain/décor were among the products outdoor entertainers said they would plan to purchase within the next year.

Following is a sample of the products that retail buyers will see on display at the 2010 International Home + Housewares Show:

Clean + Contain Expo

  • An anti-fatigue mat with proprietary technology that provides comfort, safety, relief and well-being wherever you stand. The mats feature a non-skid bottom, non-slip top and a no-trip beveled edge. They are stain-proof, puncture and heat resistant. They are perfect for the kitchen, bathroom, laundry room, home gym or garage.
  • Patented window and door cleaning system that cleans both sides of the screen at the same time. Eliminates the need to remove the screens in order to clean them.
  • All natural, multi-purpose air freshener and deodorizer in a decorative canister. The product uses activated charcoal to eliminate odors while replacing them with organic fragrances.
  • Vinyl, artistic decals that are applied to the front panel of kitchen appliances such as dishwashers. The product, available with an adhesive or a magnet, features a variety of art designs. The latest product is a children’s dry erase board where children can draw or color directly on the product.
  • Do-it-yourself cedar closet kit that includes everything needed to customize a cedar closet. It is easy to install and the aromatic cedar repels moths and other insects while providing protection against mildew.
  • A vanity shelf with a bracket and new suction technology that makes installation easy. The brackets are reusable so they can be moved and used elsewhere.
  • A heavy-duty pet food dispenser that can hold up to 55 pounds and features a 2-wheel system to make loading, moving and dispensing pet food easier.
  • Environmentally-friendly bath accessories such as soap dishes and toothbrush holders made of a coconut fiber and plastic blend to help reduce the use of fossil fuels.
  • A self-inking stamp to help prevent identity theft by blocking out personal information.

Dine + Design Expo including Gourmet Foods + Products

  • An innovative spice stack that stores both spices and measuring tools in one product. The item, which fits into standard kitchen cabinets and features a tool drawer that includes a 10-piece set of stainless steel measuring cups and spoons. Two more drawers hold a total of 18 full-size spice bottles.
  • A children’s Chinese cookbook kit that offers cultural, language and food lessons to kids ages 3-14. It includes suggestions on how kids can incorporate more vegetables and healthy eating. It is packaged in a take-out box with a set of chopsticks and introduces basic Mandarin. It offers recipes like the Great Wall of Chicken Lettuce Wraps while learning about the Great Wall of China or Kung Pow! (Kung Pao Tofu) showing characters doing karate.
  • A 12-qt stainless steel stock pot with a patent-pending 7-layer bottom that alternates layers of stainless steel and aluminum around a hermetically-sealed oil chamber. The design creates an even heat distribution and eliminates hot spots, making it impossible to burn sauces and soups.
  • A stay-cool serving system that allows consumers to fill the base with water, chill the food, serve and then store all in the same container. It is available in three different sizes and is refrigerator, microwave and freezer safe.
  • All-in-one bar tool that includes an ice bucket, wine bottle coaster/lid, a juicer/salt rimmer, a bottle opener/corkscrew and a jigger. The product is a compact, elegant design that keeps everything organized, clean and in one place.
  • A 3-piece kitchen tool set inspired by a bouquet of fresh flowers that features three silicone and nylon tools and a stand or “vase” that keeps the tools close at hand. The three frond-shaped spatulas snap into a suction cup holder to create an airy bouquet. The suction cup holder doubles as a spoon rest while cooking.
  • Patented reusable party ware that features drink ware that fits securely into a round receptacle on the plate. This design allows guests to mingle while carrying both food and drink and still have one hand free. The set includes a 3-in-1 spoon-fork-knife universal item with a beveled edge for cutting and a loop to make carrying easier.
  • Premium line of open stock cookware featuring rimless, concave glass lids that clip into an upright position on the rim of the pot and an integrated straining function.
  • A food and beverage collection of lunch bags, wine bottle carriers and water bottle carriers that uses a material similar to neoprene, but is 100% non-toxic, uses 25% less petroleum and 25% less electricity to produce.
  • Green tea mints available in four flavors: original green tea, delicate pear, lively lemongrass and morning lychee. Three breath mints equal one cup of green tea.
  • Gourmet mayonnaise that can be used as a spread, dip or in recipes. Available in a variety of flavors such as kickin’ buffalo, toasted garlic, smoky bacon, cool dill and roasted chipotle.
  • An electric water kettle with a stainless steel heating element integrated within the body of the kettle to avoid any contact and interference with the water during the boiling process. The product, which is cordless and compact, sits on an electric base and boils up to 57 oz. of water for coffee, tea or instant soups in just four minutes. It is available in red, green, black and white.
  • A French Press Ice Coffee Maker that uses the cold-brew method to eliminate the bitterness caused by hot water and enhances the coffee’s chocolate and caramel flavors.
  • A patented indoor grill that brings the flavor and aroma of Brazilian barbecue into the home. It is placed over a burner, whereby food is placed on skewers or in baskets and suspended vertically around the heat source.
  • A battery-operated pen that makes decorating cakes, cupcakes and cookies easy to do.
  • Offering the convenience of a compost pile without going outside, this decorative compost pail is designed for countertop use and has a built-in carbon filter to eliminate odors.
  • Innovative and stylish line of kitchen accessories made of white ceramic with a black chalkboard so consumers can mark what’s in it or leave a personal message and simply wash it and wipe it off.
  • A ceramic plug-in fragrance warmer that uses scented oils and wax melts and has a soft light to create the ambiance of a burning candle.
  • A 7-qt stock pot that features a patented process that fuses copper between two carbon steel plates for better conductivity. The product has a clear lid and stainless steel handles.
  • A kitchen tool that easily removes the stems and cores of strawberries without damaging or wasting the fruit. The company is also offering a hand-held strawberry slicer that ha a grooved pressing plate that pushes the strawberry through stainless steel blades directly onto a plate.
  • An apple corer that removes and disposes of the apple core, seeds and center fiber with one smooth action.
  • A three-sided diamond knife sharpener that allows consumers to bring back the edge, sharpen the edge and then touch-up the surface all in one sharpening tool.
  • Portable food containers that can go from freezer to microwave and feature a venting system to allow for splatter free reheating and to create an airtight seal.
  • Re-sealable adhesive strip that can be used to reseal snack bags and keep food fresh longer and reduce food waste.
  • Easy-to-clean thermal travel mug that is spill resistant and has a dishwasher safe lid that can be taken apart for easy cleaning.
  • Spice grinders that feature a ceramic grinding mechanism designed to grind dried spices and herbs, rock salt, peppercorn and seeds. It features a twist off grinder cap and large mouth spice jar.
  • A cone-shaped grater with two sides – one for coarse and one for fine grating – and an integrated and removable storage container at the base provides convenient, mess-free grating.
  • Patent-pending mortar and pestle that allows consumers to simply place their palm on the pestle and rotate, following the natural curve of the mortar. With less effort, no mashing and no noise, consumers can create dressings, marinades and toppings.
  • A durable cast aluminum pan designed to making bite-sized brownies or mini cakes. The pan will appeal to those consumers who love the brownie edge all around.
  • An add-on whisk designed for stand mixers that provides a longer length than traditional whisks to ensure no ingredients are left at the bottom of the bowl. Its spiral design mixes ingredients vertically and horizontally for a finer mix.
  • Portable lunch set made from 100% recycled food grade polypropylene.
  • Stainless steel sink caddy designed to organize brushes and sponges. It features four suction cups and a wire ledge hanger so once you attach it to the sink, it won’t slip. It also has a pop-out silicone brush holder to hold longer brushes.
  • A line of cookware that features aesthetically-pleasing “portion-control” designs and patterns to help become eat healthier. Instead of counting calories or weighing food, consumers can simply use their eyes to limit their portions.
  • Ceramic blade kitchen knives with a soft-grip ergonomic handle and a protective cover for storing. Ceramic won’t transfer metal ions to food, won’t corrode from acids or oils and won’t rust.
  • A palm-sized grater with a 1-cup container for grating hard cheeses or shaving chocolate. The container has measure markers for the contents and a blade cover for safe storage.

Wired + Well Expo

  • A soft-serve ice cream maker that can make homemade ice cream without the use of ice or rock salt in as little as six minutes.
  • A combination messaging center and paper shredder that can be wall-mounted so it can be located near where the mail is sorted. The product has a magnetic white board.
  • A lightweight iron and ironing board system that makes ironing quicker and easier while offering professional quality results.
  • A cool mist humidifier that uses ultrasonic sound vibrations to improve air quality by adding moisture to the air and distributing a cool mist of humidity evenly for enhanced home comfort. It also features an energy efficient LED lighting mechanism designed to provide an elegant array of soft colors and creating a relaxing atmosphere in any room.
  • Cordless glass water kettle with five temperature settings, allowing tea lovers to heat water to the optimal temperature for any type of tea.
  • Vacuum designed to specifically help pet owners deal with leftover pet hair. This upright, bagless vacuum features a self-cleaning brush that can be used independently of the vacuum. It also features an odor-absorbing filtration to remove pet odors and capture dust and allergens.
  • Combination sweeper and floor sanitizer that eliminates the need for a broom and dustpan for sweeping before steam cleaning. It can be used on carpets, rugs, hardwood and other sealed surfaces.
  • A touchless, automatic paper towel dispenser that features infrared technology to dispense and cut paper towels. This patent-pending product is designed to fit underneath a kitchen cabinet.
  • Stainless steel electric Lazy Susan is an all-in-one serving solution that features a warming tray, large buffet cooking pan and four dishes with covers. It will keep foods warm for up to one hour.
  • Non-stick griddle with warming drawer that keeps food hot and ready to eat
  • Folding griddle enables the user to cook and serve foods quickly and easily on the non-stick surface. It is lightweight, slim and folds for easy storage.
  • A bread machine for making a 2 lb. horizontal loaf and includes 3 memory settings for repeating favorite recipes. It has an easy to read LCD panel, a 13-hour delay timer and auto shut-off.

Global Crossroads Expo

  • A collection of portable shopping carts that also folds flat for easy storage. One model is a complete shopping car that features swivel wheels, a thermal bag for storing foods and a shopping list pouch.
  • Gift and gardening items such as a kitchen garden set, an herb drying kit, a pesto set, a mojito set and a garden table.
  • Portable cooling units that provide cooling comfort without Freon or loud compressors. One model can be used year round as a cooler, fan and humidifier. Another model can provide cool air up to 600 square feet.
  • An entire line of samovars, which are electrical tea cookers that consist of a water container and a tea pot for concentrated tea that will be mixed with hot water from the container. The tea infuses permanently at the optimum temperature. The collection includes different models in either gold-plated stainless steel or mirror-polished stainless steel in a variety of sizes.
  • Retro-inspired 2-slice electronic toaster with a built-in radio, designed in Scandinavia.