1. business and industrial

Brand performance from every angle
Housewares 2015
Trend Report
MARCH 2015
Lapine Trend Model
The key to riding a trend is hopping on before it’s
reached its peak. That is why at Lapine, we don’t just
focus on what’s big today, but on what your audience
will want tomorrow.
To ensure we’re delivering the
latest insights we tap into every
source:
•
Trade publications to learn the
history of a trend
•
Expert blogs to understand today’s
focus
•
Trade shows to see what’s coming
in the future
Combine this with the Lapine
team’s over 50 years of expertise
in the industry, and you’ve got
an unmatched trend model.
brand performance from every angle
Coffee & Hot
Beverages
Coffee &
Hot Beverages
About the Category
•
•
The hot beverage market is still dominated
by the single-serve coffee movement. The
past year saw the sales mark hit $1.4 billion
or 11.8 million units. As a result, coffee
accessories like pod storage racks and
drawers are in high demand.
Companies are looking capitalize on a
growing interest in high quality coffee and
position the dragging drip coffee maker in a
new light thanks to . Targeting these coffee
enthusiasts, companies are focusing on the
superior coffee experience drip makers offer.
•
Espresso sales are up about $4 million from
last year. The broad selection of products,
designs and price points in this category help
attract a wide audience range. Electric kettles
grew about $18 million in 2014, as tea
continues to gain interest stateside.
•
Related, thermal beverageware has also seen
double digit growth, with 32oz models and
infusion products being particularly popular.
Source: Homeworld, 2015
Delonghi Retro Espresso Maker
Cuisinart PerfectTemp Cordless Electric Kettle
Trudeau Tea Tumbler
brand performance from every angle
Appliances
Appliances
About the Category
•
•
•
Fan favorites of the past few years, food
processors and juicers are feeling the
pressure from advances in multi-functional
units like high-end blenders and choppers.
While juicers’ sales have slumped by $10MM,
choppers are up by over $43MM. They are
expected to be a particularly hot product for
2015.
Waring Pro Food Dehydrator
Rice cookers (up $48MM) and slow cookers
(up $21MM) are also seeing a surge. These
items have undergone an image makeover
and are seen as vessels for healthier cooking,
as well as ways to elevate less expensive cuts
of meat. There has also been a growing use of
these products on cooking shows, adding to
their exposure and popularity.
Panasonic Rice Cooker
Another product to watch for the new year is
the food dehydrator. Food dehydrators are
seeing a renewed shopper interest as they
increase the shelf life of foods, particularly
healthy options like fruit.
Cuisinart Chopper
brand performance from every angle
Source: Homeworld, 2015
Tools, Gadgets &
Kitchen Goods
Tools, Gadgets &
Kitchen Goods
About the Category
•
•
Kitchen tools are increasing in demand thanks to
more homeowners looking to improve their
kitchen. While these tools are taking on dual
purpose – function and décor – 50% still list
quality and performance as the most important
factors for purchase. Look for mini tools to be
popular as more kids experiment in the kitchen.
Trudeau Grinder
Particularly popular to display, cutlery is up
$20MM and clear blocks that show off the knives
have special interest. Also gaining are purposespecific kits, rather than large bulk knife sets,
such as carving tools or herb mincers.
Zwilling Herb Mincer and Board
•
Home chefs are more aware and concerned with
cross-contamination and as such purchasing
multiple cutting boards. Styles are moving away
from colored plastics and towards traditional
woods and bamboos. To keep things unique,
personalized or novelty boards are hot.
•
Another stand out product category is high end
mills and grinders. Again thought of as décor
because they are regularly out on tables and
counters, sophisticated grinders with classic and
chic designs are popular.
Source: Homeworld, 2015; Lapine, IHA 2015
brand performance from every angle
Cookware
Cookware
About the Category
•
In cookware materials, stainless steel and cast iron
are seeing growth. After two slow years, stainless is
up $22MM. Cast iron, especially enamel models,
continues to shine and is very popular with the
growing male demographic.
•
Non-stick is once again the highest dollar producer
in the segment, with ceramic models making up
over 50% of sales. One material that is down is
anodized aluminum, however the material still
carries clout thanks to its dishwasher safe quality.
•
The ethnic category, up $20MM is lead by Italian,
Asian and Hispanic-friendly cookware. Styles to
watch for in 2015 are said to be Arabic and
Mediterranean. Microwavable styles are also up
$20MM due to busy lifestyles and the healthy
steamed food movement. Differing from last year,
plastic styles are in less demand with glass and
ceramic being popular instead.
•
An emerging trend is cookware with removable
handles. Popular is its cooking versatility and
flexibility in arrangement for stovetop and storage.
Other trends in include oblong and oval shaped
items, as well as the downturn in demand for
celebrity brands. Viewers are turning to the pans
used by chefs, rather than those with their name on
the packaging.
Source: Homeworld, 2015; Lapine, IHA 2015
Lodge Cast Iron Skillet
Nordicware Wok
Rachael Ray Oval Pot
brand performance from every angle
Bakeware
Bakeware
About the Category
•
•
Despite an overall push towards healthy
living, the bakeware category continues to
flourish thanks in large part to baking
competition shows and the proliferation
of pastry shops.
Metal bakeware is up $13MM from last
year. Cookie sheets and cake pans are the
number one most likely items shoppers
buy. Treat makers like donut machines,
although popular items in the past two
years, have seen a downturn.
•
Color options and non-stick coatings,
specifically ceramic, are popular varietals
for bakeware items.
•
Baking is an area where the mini tool
trend for children is especially strong.
Look for kid-sized rolling pins, whisks
and spatulas.
Cuisinart Bakeware
Nordicware Kids’ Tools
Cake Boss Decorating
brand performance from every angle
Source: Homeworld, 2015
Grilling & BBQ
Accessories
Grilling & BBQ
Accessories
About the Category
•
The BBQ accessory category, which includes
grilling utensils, special pans and more, is up
$18MM. Much of this is attributed to the rise in
year round grilling, as well as a growing interest
in full-fledged outdoor kitchens.
•
Cast aluminum is particularly popular for
outdoor cooking & grilling. Attractive is its
lighter weight and ability to be used on multiple
surfaces. People are beginning to view these
pieces as staples, rather than specialty pieces.
•
Food thermometers are a popular item typically
linked with grilling. Fitting in with the Internet
of Things trend, look for models with Bluetooth
connectivity to be featured.
•
Playing on the year-round grilling trend, indoor
grill sales are up $42 million. Repositioned as
multi-functional products for grilling, sandwich
making and more, grills that feature removable
or exchangeable grates and sensor systems have
higher perceived values than ever before.
Delonghi Indoor Grill
Weber Original™ Skewers
Cuisinart Griddler
brand performance from every angle
Source: Homeworld, 2015
Barware
Barware
About the Category
•
The barware category, not including glassware, is
up $23MM thanks to consumers’ continued
interest in home bartending. Accessories
including muddlers, shakers and more continue
to be popular.
•
There is an overall decline in glassware category,
except for bar-related glassware. Rocks and
double old fashion glasses meant for “brown
liquor” are popular. Stemless wine glasses and
champagne flutes have also on the rise.
•
While beer is still favored over all, wine is
growing in popularity – especially with women
and groups 55 and older. Look for presentation to
gain importance with wine packaging getting a
creative makeover.
•
Luigi Bormioli Glass
Zwilling Bar Tools
At the bar, look for gin to be a dominant
ingredient in 2015. Playing off the craft beer
movement, artisan ciders are also moving to the
forefront. Rising trends in the cocktail world
include the use of flasks by bar tenders for
presentation of drinks, as well as the idea of
"short cocktails," or mini versions of popular
drinks used for sampling.
brand performance from every angle
Source: Homeworld, 2015
Health &
Wellness
Health & Wellness
About the Category
•
Health and wellness as a broader
category is one of the hottest across all
industries. From apparel to electronics
to housewares, as people focus more on
health these products continue to
multiply.
Conair Facial Care Products
Homedics Air Purifiers
•
Skin and facial care appliances have seen
significant growth in the past two years.
The category is up over $300MM from
2012 and is poised to continue. This
category includes items such as paraffin
moisturizing systems, facial saunas and
electronic facial cleansing brushes.
•
The home environment market also
continues to grow thanks to another year
of harsh winter and allergy seasons, as
well as an overall increased attention to
health. Air purifiers are up $11MM and
humidifiers $18MM.
brand performance from every angle
Source: Homeworld, 2015
Storage &
Garment Care
Storage &
Garment Care
About the Category
•
The buzzword in storage is “modularity,”
meaning systems with different pieces in
different sizes and functions that can fit
many places, especially smaller rental spaces.
Homz Products Storage & Garment Care Solutions
•
Plastic storage sales rose past the $2 billion
mark in 2014. Better options with
complementary colors and finishes, such as
weave and wicker, helped bump sales. Look
for rugged styles that go beyond garage use to
be popular in 2015, such as for outdoor
storage or models for truck transportation.
•
The laundry accessories category is up
$40.9MM, with inspiration being drawn
from home makeover shows and Pinterest.
Dual purpose goods such as ironing boards
with hanging racks are in high demand.
•
In hampers and laundry bags, age and
gender specific designs and materials are
popular, particularly with the back-to-college
crowd.
brand performance from every angle
Source: Homeworld, 2015
Brand performance from every angle
Interested in more?
Contact your Lapine sales rep or brandbuilders@lapineinc.com
to set up an ideation meeting to learn more about specific
product, trend and more from the housewares world!
THANK YOU!
Lapine
15 Commerce Road
Stamford, CT 06902
www.lapineinc.com
(203) 327-9099
About Lapine
Lapine is brand performance agency that connects product ingenuity, operational efficiency and market savvy
through an insight-driven suite of marketing and sales services to ensure a brand’s measurable success.
Our Services:
- Targeted merchandise trend analysis and consumer & shopper insight research
- Promotional product sourcing and custom product design
- Comprehensive inventory of brand-name goods
- Wholesale pricing
- Fulfillment & Distribution services
- Simple and quick ordering process with full customer and merchandise support
At Lapine, we support your order from idea to delivery so you can focus on what you do best – growing your
business. Learn more at www.lapineinc.com or contact us at (203) 327-9099 or brandbuilders@lapineinc.com.
Discover Some of Our Esteemed Brands:
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Photo Credits
Coffee: amazon.com, espressmachinereview.net, shoffee.com, chefscatalog.com, kitchenstuffplus.com, shoptruedeau.com,
delonghi.com
Appliances: amazon.com, chefdruck.com, foodfamilyfinds.com, chefscatalog.com, youtube.com, locarbolicious.com
Tools: kitchenstuffplus.com, hsn.com, rockwell.gr, everythingkitchens.com, potterybarn.com, pinterest.com,
epicurious.com
Cookware: amazon.com, nordicware.com, ginnys.com, dealsrebates.ca, pinterest.com, fundixusa.com
Bakeware: nordicware.com, chefscatalog.com, cookware.com, thefind.com, girloliver.com, styleathome.com,
walmart.com, cooking.com, plasticcontainercity.com
Grilling: cooking.com, hotdigitalnews.com, womenfitness.net, weberimages.com, trendhunter.com, 9to5toys.com,
thebarbecuestore.es
Beer: downinthevalley.com, flipflopdesign.co.uk, Zwilling, femmeducoupe.com, eatdrinktc.com, polyvore.com,
urbandazzle.com,
H&W: Conair, Homedics.com, verastic.com, figis.com
Storage: discountbabytoys.com, thisnext.com, pinterest.com, undergroundhealth.com, tacomaworld.com, acehardware.com,
vibe.com, homzproducts.com, gardnersnet.com, jdorganizer.blogspot.com
brand performance from every angle