‘Home comfort products” are expected to be the big buzz at the 2002 International Housewares Show Sunday through Tuesday at McCormick Place.
It’s no surprise that with the economic turndown, unemployment and the war on terrorism, many Americans have been turning inward toward the stability and safety of their homes.
Materialism has cooled down and is being replaced by a renewed interest in seeking comfort with friends and family. Surveys show that consumers are traveling less and delaying large-ticket purchases. So market forecasters are betting they will open their wallets for smaller-ticket items, providing these are mood elevators in some way.
Pam Danzinger, president of Unity Marketing, a market research firm specializing in consumer psychology and its impact on shopping behavior, says that in the face of crisis, women–who do the bulk of American households’ shopping–will continue to buy for emotional satisfaction. This should lead to the purchase of products for the home that enhance the way we live.
As this period of crisis continues, Danzinger believes “stress relief will play a bigger role in shopping behavior.” Enhancing the quality of the consumer’s life will be the No. 1 justifier for all discretionary, luxury and indulgence purchases.
Price points will count, however. Among those banking that affordable housewares will fare better than big-ticket consumer goods is David S. Lengyl, president of Pfaltzgraff Consumer Products.
“One has to live and despite the economy, people will lift their spirits with self-gratification,” Lengyl says. “Therefore, when someone sees a product that’s innovative and affordable, they will have a tendency to reach out and buy it. It’s easier to go out and buy a new three-piece frying pan set or a new 20-piece set of dinnerware than a big-ticket item.”
Whether this is merely wishful thinking, or an accurate reading of consumer willingness to spend, remains to be seen. The housewares show, sponsored by the International Housewares Association, is kind of a Distant Early Warning System of what the temptations to consumers will be this year.
The extravaganza will bring 1,750 exhibitors to McCormick Place. It is so large that it is organized into individual expositions: kitchen, dining and decorative, tabletop and kitchen accessories, home organization, cleaning and furniture, electrics and home healthcare. Within these categories are casual living (and aging) in style, home entertaining, organizing your stuff, do-it-yourself decor, diet and fitness, cookware and cooking.
Here are some home- and comfort-related products being showcased by exhibitors that might give the consumer the opportunity to find self-gratification in a scary world.
Boutique coffee at home
Forecasters find that lifestyle trends are focusing on the continued impact of the Baby Boomers, who are among those with a strong tendency to retreat to home for relaxation and the gathering of friends. Many people not only are preparing family meals at home, but are enjoying entertaining at home with a certain style. Among the many products catering to this trend is the Froth Au Lait, created to ease the preparation of specialty coffee at home. The Froth Au Lait Hot Milk Frother is a fully-automatic electric appliance that prepares rich and long-lasting, meringue-like frothed milk toppings at the touch of a button. Touted as the industry’s first real solution to effortlessly preparing specialty coffee at home, Froth au Lait automatically heats the milk at the same time it froths it with a whisk. Flavored syrups also can be blended into the froth to produce toppings for cappuccino, lattes, chocolate drinks, malted milks, desserts and more. Suggested retail price for Froth Au Lait is $59.95. For a retailer near you, call 866-376-8437 or visit www.frothaulait.com.
Served with style
Dovetailing with the home entertaining trend is the production of a variety of new kinds of serveware. One of the most beautiful is WOVO’s introductory line of high-performance plastic serveware designed by Scott Henderson of Smart Design. The line is an aesthetic knockout that uses shape, thickness and texture to create the look of expensive art glass. It is dishwasher-safe and also affordable, ranging from $7.99 for a set of two small salad bowls to $24.99 for an ice bucket. The initial WOVO product line includes salad bowls, salad servers, a chip ‘n’ dip bowl, a thermal carafe, a serving tray and an ice bucket. The pieces come in two translucent colors, sapphire and garnet, and opaque colors of black, white and celadon. They will be available in most styles and colors at Bed, Bath & Beyond and in white at Crate & Barrel. WOVO ware also will be available at some design specialty stores such as Chiasso. For more information, call 888-667-8903.
Compact is in
Cleanliness conveniently achieved is another lifestyle trend manufacturers are homing in on. Equator’s compact counter-top dishwasher is ideal for people who don’t need a full-sized dishwasher. The Compact Dishwasher measures 19 1/2 inches high and 19 3/4 inches wide and deep, but has the capacity to clean and sanitize eight place settings. It comes in white and is equipped with a pullout dish rack, a silver ware basket and a faucet adapter that allows quick connection to a kitchen faucet. The unit fits under most kitchen cabinets or it can be built-in. Temperature can be adjusted for fine china and stemware or raised for sanitizing and cleaning heavier dishes and pans. A retail price of $399 allows for savings for savings on water and utility bills, with the added plus of avoiding costly remodeling charges. Call: 800-935-1955, ext. 103, or visit www.equatorappliances.com.
Round and cool
Equator also is offering the Round Refrigerator, standing just under 6 feet high and measuring 3 feet wide, which cools, stores and freezes foods. Available in burled walnut or brushed stainless steel finishes, the design is elegant enough for state-of-the-art kitchens, home theater, recreation or media rooms or offices. A plus of the Round Refrigerator is the rotating, Lazy-Susan style pullout shelves that allow for easy visibility. The Round Refrigerator will sell for just under $3,500. Call: 800-935-1955, ext. 103, or visit www.equatorappliances.com.
Chill out at college
When GE Appliances asked a sampling of college students from around the country what they wanted from a compact refrigerator, the answer was consistent. The majority wanted a refrigerator that could accommodate a large-sized pizza delivery box and 12 beverage cans. The resulting 1.8-cubic-foot refrigerator has two removable coated-wire shelves and two door-mounted shelves to store beverage cans. The fridge is available in black or white, at an estimated retail price of $89 to $99. For more information call the GE Answer Center at 800-626-2000 or visit www.GEAppliances.com.
The clean machine
Consumer research led Hoover marketers and engineers to create an appliance for cleaning a variety of hard-floor surfaces. Hoover is unveiling the Floor MATE Hard Floor Cleaner, an appliance that washes, vacuums and dries hard-floor surfaces. Six rotating brushes clean vinyl, ceramic, stone, laminate and sealed hardwood floors. It works with the help of special formulas of LYSOL brand disinfectants and Old English wood-care products, both made by Reckitt Benckiser Inc. A dual-tank design provides a constant stream of clean water. Retail price of the cleaner is $199. Look for the Floor MATE at Sears stores or at the Hoover Service Center, 5240 N. Pulaski Rd., Suite L, 773-279-0845. Floor MATE also is available online through Amazon.com. For a look-see, visit www.hoover.com.
Know when to fold
Adams Manufacturing Corp. is offering a three-piece Adams Quik-Fold Cafe Set that they say is engineered for easy living. The chairs are designed in a curve for better ergonomics, combined with the carefree qualities of resin. Each piece of the Quik-Fold furniture comes fully assembled and sets up or folds up instantly. The tabletop measures 28 by 29 3/4 inches and will accommodate a patio umbrella. A built-in handle makes it easy to carry or stow the table under a bed, in a closet or in the trunk of a car. All three pieces, two chairs with the table, when folded, can slide into a space that is less than 12 inches deep. The set comes in white, hunter green and sandstone. Suggested retail price is $99.99. The Cafe Set, which probably will be available at True Value and Ace Hardware stores, will be in stores this spring. To locate retailers near you, call 800-237-8287 or visit www.adamsmfg.com.
Picture this
Taking good care of one’s self is definitely part of the current lifestyle trend. For the estimated 50 million Americans with high blood pressure, frequent readings of blood pressure are a priority. Addressing this concern is Forecare Inc., a Buffalo Grove manufacturer of digital blood pressure monitors. The company is introducing an automatic digital blood pressure monitor that also is an attractive photo frame. Most monitors are stored out of sight and the user then tends to forget to monitor their blood pressure. The PhotoCare monitor will be available in four-user capacity, in arm cuff or wrist cuff style models with large display for easy reading. Retail price is $99, with a three-year guarantee. For a retailer near you or for direct purchase call 877-924-2273 or visit www.forecare.com.
Hold everything
Home organization is a major lifestyle trend. In that vein, IN2 Products, a Chicago company, is bringing out handsome Project Case Organizers, perfect for corraling life’s important documents . The boxes, made of durable board finished in a leather-like material, are secured with a magnetic closure. Each case has an area on the spine for labeling and identification. The organizers come in two sizes: 1 inch, two cases for $19.95, and 2 inches deep for $12.95. The boxes will be available later this month. For a retail source, call 800-746-3048.
Aromatherapy
How does a woman indulge herself beyond imported chocolates, a glass of fine wine, flowers or a new dress? How about cleaning products?
The Caldrea Co. is known for its luxuriously formulated home cleaning products. Latest on the list of pampering, aromatherapeutic products is their new White Clover Laundry Collection, created with natural extracts of clover and essential oils of geranium, bergamot and thyme. Not only does it have a fresh fragrance, the new laundry collection, available this month, is biodegradable. The Caldrea White Clover Laundry Collection comes in the following four products: laundry powder, 48 ounces, $25; delicate wash, 16 ounces, $12; fabric softener, 32 ounces, $15; linen spray, 16 ounces, $10. For a retailer nearest you, call 877-576-8808 or visit Caldrea’s Web site, caldrea.com.
