Editorial Blog

After checking in at the Press Room on opening day, I attended a seminar called "Generational Expectations: Eating vs Cooking, Shopping vs Networking" at the show's Housewares Design Theater. Tim Woods of Michigan-based management consultancy PocoLabs shared the company's 10 years of research into how technology has changed the way we live and buy. Much of the information centered on how different the next generation of shoppers will be because of their innate use of technology. But one of the key takeaway facts for me was Woods' information about women and technology. He reported that in 2000 company research showed that the vast majority of women said that it was the men in the household who made all the technology related decisions. A mere five years later, their research showed that the majority of women now considered themselves as the technology decision maker in the household. Considering that women are the gifts and housewares' industries customer base, this rapid evolution is worth considering when you're thinking about how to communicate with your customers.

After the seminar, I took a few minutes to go through the Design Directions: Going Green exhibit. Sustainable products, packaging and manufacturing continue to be an important movement in the housewares industry. Eco-friendly products are now available across all of the show's categories. These eco-goods range from cleaners to air filtration systems to household goods such as Jamie Oliver's new selection of recycled glasses and accessories, which was showcased at the Danesco booth.
One interesting new item is Ecologic's line of dinnerware, the pieces of which are made from reclaimed coconut shell (mocha color) and rice hulls and bamboo fibers (natural color) blended with earth-based resins.
The line is endorsed by Sarah Snow, "The Queen of Green." Snow,
who is a chef and host of Get Fresh with Sarah Snow on the Discovery Health channel, appeared at the company's booth during the show and signed copies of her soon to be released new book, Fresh Living.

Across the aisle from the Going Green exhibit was a display of the newest color palettes from the Pantone Color Institute. I had the opportunity to sit in on a seminar called "Color & Design Trends: De-Mystifying Future Forecasts," which was given by Pantone's executive director, Lee Eiseman. She explained that as a result of the economic downturn, color trends aren't changing quite as quickly as they were. What consumers are looking for, she said, is innovative combinations of colors--new colors that work with colors they already have in their household palette. She also said that high definition TV is changing the color expectations of consumers. Brighter, clearer colors are now the norm.

In addition, Eiseman pointed out that there are more "kids in the kitchen," and as a result more whimsical colors are being used in many products. She advised attendees to check out Rachel Ray's new Yum-O organization, which the celebrity chef developed to "empower kids and their families to develop healthy relationships with food." The "budding chef" was also brought up in the show's early morning seminar on "Top Trends in the Kitchen." Attendees were urged to take a look at five-year-old Chef Julian on YouTube. Certainly this trend (evolution?) was in evidence on the show floor. Mastrad Inc., the manufacturers of the Orka silicone products and Canada's own Precidio were just two of the companies that introduced brightly-colored collections for kids.

The early morning seminar also introduced me to the term "gastrosexuals," which was coined to describe men who view cooking as a pleasurable hobby rather than a household chore. Generation Y and Millenial males are showing markedly more interest in cooking than men of previous generations, said the panelists.

Several of the show's seminars looked at how retailers could meet the needs of the different generations represented in the marketplace. In her seminar titled "The New Economic Reality: What Does It Mean for Each Generation?," Susan Yashinsky, a global trend specialist at Sphere Marketing, reminded the audience that Baby Boomers (44-63) and Prime Timers (64+) might feel 20 years younger but are experiencing inevitable physical changes such as deteriorating eyesight and problems with grip. Fortunately, the industry has responded to these changes with products that have ergonomic grips, assist in opening bottles and more. I particularly liked Zak's new D-Circle corkscrew
with its magnifying glass top that eliminates the need for many of us to put on our reading glasses to read the label on the wine bottle.

So much of the innovation in the housewares category centers on solving problems--in an aesthetically-pleasing way. One of Trudeau's new products (the company is celebrating its 120th anniversary this year) is the Splash Oil & Balsamic Dip Plate. Available in a four-piece set, this new plate features three sizes of indentations that can be used to hold oil, butter or vinegars. Trudeau's marketing manager Andre Daviault pointed out that the plates are multifunctional and can easily be used for other foods like sushi with the indentations holding soy sauce, wasabi and pickled ginger. A bonus feature is the company's new lifestyle oriented packaging.

Over in the show's Inventor's Corner I found a couple of products that would help me out. The first "would really like" item I spotted was the Dotz Cord Management System created by Micah Maraia, which allows users to easily identify the use of power cords and cables. Bright, colorful and easy to read, it takes the guess work out of unplugging components. Another item I'd find useful is Toronto-based Koopeh Design's garlic mincer, "The Garlic Chop," which lets users mince garlic without actually having to touch the garlic.

The above doesn't even begin to cover the range of products and information offered at the show. Look for more coverage in upcoming issues of the magazine. However, before I sign off for this week, here are two more things to think about: One - In her seminar Susan Yashinsky said that society in general was moving from thinking of products as disposable to thinking of products in terms of durability and quality. People want more from products now, she said. Does this mean that people will spend more for better quality products? Two - She also said that historically, retail experiences a major change every 25 years. "Big boxes are 25 years old now," she said. "It's time to reinvent retail."