Oser Communications Group

KNHR @ THE HOUSEWARES SHOW www.kitchenwarenews.com n MARCH 2014 n KITCHENWARE NEWS & HOUSEWARES REVIEW 2 3 "Consumers' focus on healthier eating has been fairly pervasive for several years and will continue," said A.J. Riedel, senior partner of Riedel Marketing Group, a Phoenix, Ariz.-based market research company that specializes exclusively in the housewares industry. Riedel Marketing Group compiled consumer research from three in-depth online sur veys for Housewares TrendTracker 2014. The surveys, which were conducted in October 2013 with the company 's proprietar y HomeTrend Influentials Panel (HIP), were used to identify the major trends of 2014. "For many consumers, the purpose of healthy eating is to obtain long term health and not short term weight loss," Riedel said. She noted the "less diet, more lifestyle" approach to eating is being driven by the desire to stave off health problems in the future. In particular, the healthy eating trend is being driven by the Baby Boomer generation, Americans who were born between 1946 and 1964. "They have seen their parents affected by dietar y issues that negatively affected their longevity and they recognize it is within their control to positively change their health and their lives," Riedel said. She noted 23 percent report they are making major changes in the types of foods they eat because they want to prevent future health problems, but only 10 percent report making changes in their food to lose weight. This trend will be reflected in many of the hundreds of new products that will debut at the 2014 International Home + Housewares Show, scheduled to take place March 15-18 in Chicago. For instance, Anchor Hocking cites concern for healthier eating as a factor in the renewed popularity of home canning, which has prompted the company to return to manufacturing glass canning jars, a product that the company stopped making in the 1970s after Americans lost interest in home canning. Zing Anything will be showing its Kid Zinger and other products designed to infuse water with fruit flavors for healthy hydration, and Libbey will be exhibiting its Farm-to-Table collection of Garden-to-Glass infusion items designed to connect how we all eat with what we grow. Prodyne will offer its Fruit Infusion F lavor Carafe which has an air-tight silicone seal that helps keep beverages fresh and allows the user to shake for rapid infusion. For the third year in a row, more than 40 percent of HomeTrend Influentials made major changes in the types of foods they and their families are eating in the past year and more than 25 percent anticipate making major changes or additional changes this year. According to Housewares TrendTracker 2014, 80 percent of those who made major changes in the types of food they eat report they are making healthier food choices. For many consumers, the focus is on fresh, whole and all-natural foods with a special emphasis on fresh fruits and vegetables that are locally grown. The report noted 83 percent are eating more fresh fruits and vegetables and 63 percent are buying more locally grown fresh fruits and vegetables, 54 percent planted a vegetable garden this year and 76 percent shop at local fruit/vegetable stands or farmers markets. In fact, more than half (51 percent) of those surveyed report they shop at local fruit/vegetable stands or farmers markets more often now than they did last year. With the increase in purchases at farmer's markets and fruit/vegetable stands, consumers are now spending more time on food preparation. "Healthier eating requires changes in food prep because fresh foods need more time consuming techniques," Riedel said, noting 31 percent of HomeTrend Influentials think they will spend more time on food preparation this year. Many of those sur veyed are reducing the amount of processed foods they eat and are increasing their intake of fresh fruits and vegetables. At the International Home + Housewares Show, we'll see a wealth of products that are specifically aimed at helping home cooks lick their food prep chores. Dexas, for instance, will be showing off a new Grippboard cutting board, which cradles a collapsible silicone strainer and features a raised rubber edge that grips a sink or countertop. Architec will offer its Pro Gripper Concave Cutting Board, which features a center reservoir that holds up to 1/4 cup of liquid to keep meats succulent and juicy. A number of companies will be showing cutlery, including the 9" Sushi Knife from WUSTHOF that won the Housewares Design Award in February, T-fal's 16 cm Zen Chef 's Knife, the CRIMSON line from Ergo Chef and the Le Petit Chef set of cutlery essentials designed for children and Bon Appetit Esprit Loft set of table knives from Opinel. Heathy Eating Trend Reflected in New Kitchenware Product Introductions

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