Progressive Electrical May June 2022 by Max Publishing: Print, Digital Media + Events (London)

May/June 2022

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GfK COMMENT Insights EDITOR’S

Current matters T

he Excellence in Housewares Awards 2022 has introduced a bedazzling new category: the Excellence in Home Organisation Award. This includes small domestic appliances for cleaning, floorcare and laundry-care, and provides another opportunity for electricals to be in the spotlight, along with the EIH Plugged-In Award. The new category recognises creative solutions that meet the demands of houseproud consumers. It also reflects the importance of the well-organised home, with its burgeoning links to wellbeing. In fact, according to a new survey by Vax, vacuuming is the most relaxing cleaning task, and 70% of consumers claim to feel satisfied, happier and more relaxed after cleaning (see news). One of the influential cleaning influencers who has spoken widely about the mental health benefits of cleaning is Lynsey Crombie, aka Queen of Clean. Lynsey will be revealing her very own range of electrical cleaning products in collaboration with Swan at The Exclusively Show (June 14-15 Islington Business Design Centre). In an uplifting ‘bubblegum’ tone of pink, Lynsey’s three new appliances are a powerful handheld carpet cleaner, handheld steam cleaner and a lightweight cordless vacuum cleaner, which all unite performance with a big dose of style. Lynsey will be demonstrating her new appliances at Exclusively, adding to the show’s exciting line-up, which includes multiple SDA launches from leading brands such as Haden, Pifco, Zwilling, Daewoo, Melitta, Salter and GreenPan. As well as news about Exclusively, this issue also looks at some of the electrical developments at The Inspired Home Show, held recently in Chicago (pages 10-11). Innovation could be seen across the show from the IHA’s gia Student Design Competition and Inventors’ Corner, to the Smart Home pavilion, and, of course, the hall for Wired + Well. Meanwhile, one of the gia Global Honorees that was celebrated in Chicago is showcased on pages 20-21. Hengstyle is Taiwan’s leading home appliance and housewares distributor and its concept store in Taipei stocks a host of top SDA brands, which are presented within a dramatic tunnel-style stage. With sustainability a priority, Hengstyle offers a pioneering product repair service – currently for Dyson, and expanding across brands – along with enriching in-store experiences for its customers. Reflecting on recent UK sales statistics for SDAs - and looking to opportunities for the months ahead (pages 16-17) Bruce Denton, client solutions consultant at GfK, recognises that consumers are looking for investment purchases. He argues that: “for many, investing in a new kitchen appliance will save them money, time and energy - ‘repaying’ the initial price of the appliance over the longer term – something a Friday night takeaway, a trip to the cinema or a subscription to a TV streaming service won’t do.” Of course, this issue of PE provides plenty of inspiration for stockists who are looking for ‘switched on’ innovations that will be admirable lifestyle investments. Jo Howard, editor

5 10-11 13 15 16-17 18-19 20-21 22

News The Inspired Home Show Advertorial: Sabichi New from ESG GfK insights Trends focus Retail focus: Hengstyle Advertorial: Zwilling Above: Jo Howard, editor of PE, on a mission to clean up.

Above left: Lynsey Crombie is launching her own cleaning SDAs at The Exclusively Show.

The Progressive Electricals team: Jo Howard (editor), Rob Willis (publishing director), John Barry (advertising manager), Mark Grayson (creative director), Jakki Brown (editor in chief) and Warren Lomax (director). www.max-publishing.co.uk, ISSN: 25157493

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Switch on to Exclusively

A host of leading electrical appliance brands, including Swan, Haden, Lavazza, Tower, Smeg and Black & Decker, will launch a wide selection of new products at The Exclusively Show (June 14-15, Islington Business Design Centre). SDAs will also appear in Exclusively’s hotly anticipated trends area, illustrating each of the three key themes as curated by leading trends forecaster Scarlet Opus. The futuristic Escapism/Phygital trend – which embraces bright colours and striking shapes – will include appliances from Tower’s Cavaletto range and the Funky Appliance Company (both from RKW). Haden’s Devon kettle has been selected to illustrate the Homestead trend, which is about the Above: Haden’s Devon kettle is part of the Homestead trend display at Exclusively. creation of serene sanctuaries. Kettles by Below: The Funky Appliance Company’s Funky Kettle is in the Escapism/Phygital trend display. Tower also appear in the Wellness and Comfort trend area, which embodies calm minimalism supporting both psychological and physical comfort. The themes will be discussed in Scarlet Opus’ trend talks at 10am and 2.30pm on both days of the Show, as well as during pre-booked trend tours around the Show. With value and performance high in consumer priorities, Salter will reveal its new Professional Aerogrill Pro, which has eight different cooking options. Another SDA from Ultimate Products at Exclusively, the Giles & Posner Pastel Mini Doughnut Maker (in pastel purple) addresses the strong consumer demand for appliances that add fun to home entertaining. Exclusively’s exhibitors include Wonderchef, creator of the NutriPot and powerful Nutri-Blend. Meanwhile, Gastroback makes a debut in the Launchpad, showing a selection of its premium SDAs, while Melitta, Dualit, Ariete, and Ritter are among the other electrical coffee brands at the show. Describing the show as “a real must for SDA buyers,” Will Jones, chair of Exclusively and chief operating officer of show organiser BHETA, states: “Everyone can be conﬁdent in enjoying a great show, especially as it is Exclusively’s 20th anniversary. The opportunities to see the latest product, talk to suppliers and gather all manner of excellent content and market intelligence is second to none.” See www.exclusivelyshows.co.uk

Powering up Ritterwerk will present its electrical food slicers, which enable the expert slicing of a huge variety of foods, as well as its cordless hand blenders, at Exclusively (June 14-15). Other small but powerful products at the Show include the Bamix hand-held blender, which claims to be ‘the smallest yet most efficient and versatile kitchen appliance in the world,” and electric mills by Peugeot, including the flagship Inset: Bamix from Burton McCall. wooden Paris Électrique.

Clean and relax The therapeutic power of vacuuming at home is highlighted by new research from electrical floorcare experts Vax. Verity Kalinowski, Above: The Vax ONEPWR Edge Dual Pet commercial director for Vax, & Car vacuum cleaner in action. states: “We understand a clean house can contribute to our wellbeing, an ethos which was reinforced by the findings of our recent OnePoll survey, from which vacuuming emerged as the most relaxing cleaning task.” Elaborating on the survey, Verity reveals: “Almost 40% of respondents said having a clean home instantly makes them feel less stressed, and a whopping 70% claim to feel satisfied, happier and more relaxed after cleaning.” Vax has launched an innovative cordless upright vacuum, the Vax ONEPWR Edge Dual Pet & Car, to complement its popular ONEPWR range of cordless floorcare products. Verity sums up some of the benefits: “Our new ONEPWR Edge is perfect for those who want to combine the freedom and convenience of a cordless vacuum with the full-size performance and capacity of a traditional upright vacuum. The fact that its weight is also close to the ground, combined with its steerability, makes it a very comfortable and enjoyable vacuum to use.” The appliance’s antimicrobial treatment helps protect the brushbar’s bristles from bacteria and fungi. It also boasts 100 minutes of running time and easy steer technology.

Eric loves Magimix’s Cook Expert In a recent podcast for Quiet Mark, Eric Lanlard, master patissier and owner of London lounge café Cake Boy, says he has “fallen in love” with the multifunctional Cook Expert by Magimix, which is Quiet Mark certified. Admitting that the countertop appliance has ABOVE: Patissier Eric Lanyard helped him to “discover a appreciates quieter kitchens. new way of cooking,” Eric states: “My Cook Expert sits front and centre in my kitchen; it’s good looking and extremely functional.” Speaking about his appreciation of quieter kitchens, Eric confides: “Pastry chefs tend to be glued to our own spaces, piping away, so the mantra for our kitchens is the quieter the better.” The podcast also features Magimix’s managing director Steve Punter. Talking about the benefits of stocking Quiet Mark certified SDAs, Steve acknowledges: “It’s hard to describe what good or bad sound is to a customer in store and that's why I appreciate what Quiet Mark stands for, and it's a reassurance that the product is now best in class in sound.”

RKW celebrates awards RKW says it is ‘over the moon’ to be crowned the Sirius Buying Group’s SDA Distributor of the Year 2022 for the second year running. The company states: ‘We pride ourselves in supplying excellent products with outstanding customer service, and the team are so thrilled to be recognised for all of their hard work.’ Meanwhile, Rob Sutton, founder of RKW recently won the Entrepreneur of the Year in the Stoke on Trent Live Awards.

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GreenPan launches electricals

GreenPan, the pioneer in PFAS-free ceramic non-stick coatings (celebrating 15 years in the market this year), is entering the small domestic appliance market with its inaugural range launching at Exclusively (June 14-15, Islington Business Design Centre). The ground-breaking new collection features the brand’s signature PFAS-free ceramic nonstick coating Thermolon – in this case, the aptly-named Thermolon Volt. The coating has been speciﬁcally developed for the higher heat requirements of electricals, and has been designed to cover core cooking appliances including grills, slow cookers, omni cookers and Above: The GreenPan SDA collection. waffle makers. Below: GreenPan’s new Slow Cooker. “GreenPan has been a true pioneer in healthy cooking and eating for 15 years now, and the skills and knowledge we have developed in that time lend themselves perfectly to the SDA arena too,” says Neil McIntosh, The Cookware Company UK country manager, who highlights the natural progression for the brand. “The GreenPan SDA collection brings unique innovation to the category, with a healthy non-stick coating for all products in the range,” continues Neil. “Together with GreenPan’s unique ceramic coating, the new range has a distinctive, contemporary design and colour offer creating a refreshing choice for all consumers.” The new range will be available from September and includes a slow cooker, omni cooker, contact grill and a waffle maker in four ﬁnishes – stainless steel, glossy black, blue haze and cloud cream. The autumn/winter timing of the retail launch is particularly appropriate, with Neil acknowledging: “As the autumn approaches and families are getting back to their normal routine – back to school, back to work and, most importantly, back to healthy eating – they are looking for products which will help them in those daily cooking challenges.”

Bean to cup with Brad De’Longhi’s ‘Perfetto from bean to cup’ campaign film, featuring the brand’s global brand ambassador Brad Pitt, has been clocking up millions of views since its launch in September 2021. The story was directed by award-winning Damien Chazelle. It shows Brad shopping for fresh coffee beans, taking a scenic trip on his motorbike and returning home to make a cappuccino using his De’Longhi Dinamica Plus bean to cup coffee machine.

Above: A scene from De’Longhi’s ‘Perfetto from bean to cup’ story, where Brad Pitt savours his freshly made cappuccino.

Strix in Jubilee Commemorative Album Strix, the global leader in the design, manufacture and supply of kettle safety controls, has been invited to be part of an exclusive book and launch event to commemorate HM The Queen’s official Platinum Jubilee. Due to its commitment to sustainability and innovation, Strix will be featured in the Official Platinum Jubilee Pageant Commemorative Album – the only official book to be published for the occasion. The hardback book (written by royal authors Robert Jobson and Katie Nicholl, with contributions from Tom Parker Bowles) charts the trials and triumphs of The Queen’s 70 year reign and includes more than 250 photographs. It will be launched during the Jubilee pageant on Sunday June 5, with an exclusive event at Claridge’s. The Commemorative Album features a double page spread interview with Strix ceo Mark Bartlett, discussing the history of the business, its growth, innovations, and commitment to producing sustainable products. The company will also have a presence at the exclusive Claridge’s event, which will be attended by royal correspondents and more than 400 specially invited guests. The stand will display products from Strix’s SDA, water filtration and Above: The Aurora wellness brands, Aqua Instant Hot and Cold Water Dispenser Optima and Laica, saves water and energy by only including the Aurora boiling the water required, and plays a Instant Hot and Cold Water role in in reducing the use of single-use Dispenser (see pages 18-19). plastics. The event will also see an exclusive preview of Above: Strix is in the Jubilee Visione – the first auto shut-off induction hob top Commemorative Album. kettle to be launched in the UK. Coinciding with the event, Aqua Optima will be running social media campaigns across the Jubilee weekend, including a tea party and a product giveaway for consumers. “We are honoured to have been invited to take part in Her Majesty The Queen’s Platinum Jubilee celebrations and to share our rich history in the Commemorative Album,” comments Strix ceo Mark. Strix, which started as Castletown Thermostats in the 1950s, was responsible for the invention of a mechanical switch that controlled the temperature inside the heated flying suits of World War Two Royal Air Force bomber pilots. Since then, the technology has been applied to car motor engines, electric blankets, washing machines and, eventually, electric kettles. With a 56% value share of the global kettle control market, Strix estimates its products are used 1.2 billion times every day across 100 different countries.

Nespresso partners with Zèta

Below: From Nespresso coffee machines to Zèta sneakers.

Capsule coffee machine specialist Nespresso has partnered with zero-waste fashion start-up Zèta to create RE:GROUND, a stylish sneaker made using recycled coffee grounds. Each pair of RE:GROUND sneakers contains 12 cups’ worth of coffee grounds from Nespresso’s capsule recycling scheme, which have been integrated into the vegan leather uppers as well as the soles of the shoes. The rest of RE:GROUND is made using 80% recycled and sustainable materials. “Zèta’s RE:GROUND capsule collection is sure to delight coffee and fashion fans alike,” commented Guillaume Le Cunff, Nespresso ceo.

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ATTENTION SUPPLIERS…

Please do contact us about being involved in the next edition. These pages are managed by John Barry, who you can reach on johnb@max-publishing.co.uk

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Retailers love shiny new products, they really do. And they love to read about them here, in each issue of Progressive Housewares. For what is probably too small a sum, at just £125, you can showcase your latest innovations to our lovely loyal readership of cookshop and housewares retail buyers.

If they aren’t here, they won’t know! 26/05/2022 18:49

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THE INSPIRED HOME SHOW

Right: Wired & Well has been a key pillar of the show for some time and, as well as its own dedicated Lakeside Hall, it was possible to ﬁnd Smart Home, tech and electrical throughout the show. Below: Presto is a US brand but if the volumes are there, then they are happy to look at making its products suitable for UK/EU voltage. Great products include the The Nomad Traveling Slow Cooker with wipeable label and the Bento electric cooker (pictured).

Innovation? Destination Chicago It was three years in the making, but The Inspired Home Show in Chicago bounced back in March as an in-person event packed full of electrical innovation. Sarah Selzer reports.

T Right: Sarah Selzer from the IHA’s UK office. Far right: Part of the Inventor’s Review: The Bumpster, the vacuum cleaner accessory invented by Lynn Owens had a great show with interest from buyers.

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he Inspired Home Show at McCormick Place (organised by The International Housewares Association, IHA) in Chicago will be back to a four day event in March 2023. But even running for three days this year there was plenty to see, including a myriad of exciting innovations in electrical gadgetry. There are three halls across the complex of North, South and Lakeside, the area dedicated to Wired & Well. Walking between these halls, you can see displays featuring colour trends, awardwinning product (including Household + Home Electrics, Personal Electrics and Smart Home categories), global retailers (including SDA stockists) and student designs. The latter

included a bread box using UV light and a repairable multi-tasking food prep appliance in the top three IHA gia Student Design Competition winners. The Inspired Home Show also includes key addresses (such as the unmissable colour expert Pantone’s Lee Eisemann), the Innovation Theatre with a packed programme of scheduled talks and seminars, the Cooking Theatre (this year one of the star turns was Martha Stewart) and the Inventor’s Revue for entrepreneurs. One stand-out presentation at the Innovation Theatre this year was from data analyst Numerator. This highlighted the fascinating inﬂuence ‘lockdown hobbies’ like cooking has had over the last two years on the growth of some SKA categories, namely air fryers and espresso makers. Other talks included global and retail trends and merchandising best practice. Wired & Well has been a key pillar of the show for some time and, as well as its own dedicated Lakeside Hall, it was possible to ﬁnd Smart Home, tech and electrical throughout the show. The concourse area

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THE INSPIRED HOME SHOW

outside Lakeside’s Wired & Well housed some Smart Home brands, many of whom had taken part in 2021’s digital version of The Inspired Home Show, where new products and trends showcased on a digital platform. There were quite a few meat thermometers which resurfaced, as well as some innovative products like PantryChic.com – a programmable canister system with ingredient recognition and pre-programmed conversions from volume to weight. One of my personal favourite highlights at the show is the Inventor’s Revue. This gives companies (and sometimes just individuals) the opportunity to showcase their ‘invention’ in an arena where they might get

advice was centred around retail price which the pitches rarely mentioned. There were some eye-catching electrical products and accessories including: Liddle, the world’s ﬁrst wireless speaker which magnetically attaches to the back of an iPhone 12; the Special Roasting Tray from German inventor Benno Kuttruff and the Bumpster, a machinewashable dust cloth bumper which attaches to the edge of your vacuum with Velcro. This is an example of what is so great about this section of the show. Lynn Owens invented this product when her children were preschool but she did not have time to do anything with it. Now her youngest is starting medical school, so she’s gone back out to try and make her invention pay.

Inset: Buyers take a good look at some of the electrical appliances at The Inspired Home Show 2022.

Above: W10 was in the New Exhibitor preview this year. Based in London, products included the vacuumsealed stainless steel Oxford Powercup, with detachable power bank for wireless charging.

Below: A view of the New Exhibitor Preview and Trending Today area at The Inspired Home Show 2022.

picked up by another brand in a B2B capacity or, of course, strike a retail deal. This section has hosted some amazing brands in the past which have gone on to be an exhibitor elsewhere in the show. This year I had the privilege of being on the ‘pitch to the pros’ panel, following in the wake of PE’s own Jo Howard from a previous show! My session included some brilliant products and some that might need a little more work. The idea is for you to pitch your product to the panel in return for feedback. Most of my

Inset: Pokéman Grilled Cheese Maker by Uncanny Brands from DKB Toys.

What’s buzzing at The Inspired Home Show?

Pokémon power Uncanny Brands is available in the UK through DKB Toys and has caught the eye of PE before, with the amazing collection of Star Wars themed electricals. Those now include a Light Sabre blender and R2D2 popcorn maker. The brand has added considerably to the range and the latest licensed product offer is Pokémon, including the Eevee Round Waffle Maker.

This year’s show, the first in-person event since 2019, attracted 20,000 attendees and 1,000 exhibiting companies with plenty of positive comment from visitors and exhibitors alike. It was a truly international show, with exhibitors from 40 countries and retailers from across the US and 84 countries and many of the special features that have characterised the show in the past took place - from the gia Global Innovation Awards and keynote presentations on consumer trends and thought leadership to networking events, a social media influencer ‘meet and greet’ and celebrity chef demonstrations in the Cooking Theatre. The Inspired Home Show features an excellent opportunity to find brands before the show opens (especially if you’re an early riser - or battling jet lag) with its New Exhibitor and Trending Today preview. This kicks off at 8am, with a two-hour window for buyers to meet with exhibitors who fall into either the category of a new brand at the show or offering products that fit the Trending Today brief - this year it was Health @ Home and featured 90 exhibitors. Next year’s The Inspired Home Show runs from March 4-7 at McCormick Place, Chicago. Check out https://www.theinspiredhomeshow.com/ for details on exhibitors, gia (Global Innovation Award) winners, keynote addresses and the Innovation Theatre.

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ADVERTORIAL FEATURE

MAKING EVERYDAY

MOMENTS MATTER At June’s Exclusively, Sabichi will be unveiling a myriad of new launches across SDA’S in the PIFCO and Haden brands. Following the successful acquisition of the PIFCO brand, Sabichi has delved into the history of PIFCO and will be unveiling and relaunching a number of heritage categories at Exclusively. “We are excited to share our new Personal Care category under PIFCO, slightly more powerful than the original PIFCO hairdryer which dates back to 1951,” explains Sachin Bagga, Creative Director. “The PIFCO floorcare range

Collaborations In addition, Haden’s collaboration with lifestyle brand Poodle & Blonde is continuing to perform incredibly well. “We are proud to have partnered with an independent design house and we continue to grow the collaboration globally,” states Sachin, who adds that there are more collaborations being discussed to be announced in due course. “When working with collaborators, we will always work with brands who mirror our value of a unique design and aesthetic as well as creators of great quality and attainable products.”

highlights form and function, and following on from a history in heated blankets we are launching a wellness oriented Sleep Well range and waste conscious Garment Care collection.” The company has introduced several new categories to PIFCO, including Garment Care. “With consumers becoming increasingly waste conscious, Inset: The there has been a documented shift into PIFCO Hand buying clothes of a higher value, as Held Garment Steamer. well as a keen desire to keep clothes looking newer for longer,” points out Sachin. Haden “We have created a professional True to Haden’s DNA, the company will be showcasing new free standing clothes steamer to kettles and toasters in a quintessentially British styling and colour palette. New kitchen appliances on display include the company’s achieve that store fresh look, as Air Fryer Grill, with Yeovil being the latest kettle addition to the well as a handheld version which Haden range, launching in putty and stainless steel. Developed to sit within small spaces, the 1L lightweight capacity kettle is is perfect for smaller spaces and perfect for boiling small quantities of water, while also making staying smart on holiday. the perfect staycation travel kettle. Steaming is much quicker than “We know times are uncertain now and we would advise people to make small changes which will help to make a bigger regular ironing. Furthermore, with impact in the long run, such as using our cup markers to boil the steaming, people can refresh a right amount of water for their morning cuppa,” advises Sachin. “Additionally, with Haden being a quintessentially British brand, top, neutralising odours and we focus in on working within the interiors trend space to ensure bacteria without putting a piece our colour palette and aesthetic remains relevant and key to the design that consumers are interpreting within their homes. We of clothing in the washing create aspiring content, which is available to all of our retail machine. Customers are more partners, to give consumers a real life idea of how the products informed than ever and so are could fit into their homes, as well as assisting with conversion for our retail partners.” we! We want to make a positive impact too.” Visit Sabichi on stand EH214 at Exclusively, which takes As for trends, Sachin says that at place at London’s Business Design Centre on 14-15 June. PIFCO, the aim is to make home living Email: info@haden.com; tel: 01909 544 570; easy and enjoyable for everyone. www.haden.com “Through our family of industry experts, we design and manufacture innovative, accessible and life improving products of the highest quality, and are really passionate about making those everyday moments matter.”

Above: Haden x Poodle & Blonde Margate Kettle and Toaster. Right: Haden’s Yeovil kettle in putty.

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CMY

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New Products

T: +44(0)161 831 7879 E: sales@esgltd.com W: www.esgltd.com W: www.daewooelectricals.com W: www.hairybikerskitchenware.com

1: Daewoo Health Grill & Air Fryer This Health Grill & Air Fryer can do it all; bake, roast, make pizzas, dehydrate, air fry and grill. It features customisable heat settings which allow searing of meat, halloumi and vegetables. The Fryer comes complete with lots of useful accessories such as silicone tipped tongs, a grill rack, a roasting pan, an air crisping pot and a cleaning brush.

2: Daewoo Sienna Collection The Daewoo Sienna Collection is effortlessly stylish with a modern look. Available in three trend-led colours; cream, grey and taupe, they are perfect for the modern home kitchen. The full collection comprises a 3KW 1.7L kettle, four slice toaster, bread bin, set of three canisters, towel pole and mug tree.

3: Hairy Bikers' Kitchenware Gift Sets This giftable range from the nation’s most lovable cooking double act is sure to impress. Most of the lines in this range are made from bamboo for a more natural look and feel. There are cheese boards with knives, serving boards with dip bowls, a granite pestle and mortar, chopping boards and even a pizza board with motorbike cutter to.

4: Daewoo Ice Master Beer Pump The Ice Master Beer Pump is ideal for any home bar. It is universal to fit all 5L kegs and includes three CO2 canisters. The adjustable gas flow control and the built-in cooling system allow for the perfect pint every time. There is also a removeable drip tray and cleaning accessories to make sure that the beer pump runs smoothly.

5: Hairy Bikers' Kitchenware Stoneware Bakeware The Hairy Bikers have been working hard developing products that fit their mantra. This range of stoneware bakeware could have come from their travels to the Mediterranean due to the stunning mix of terracotta and turquoise colouring. The other style features a slate grey and burnt sienna colourway, stylish enough for any kitchen or table when serving. Available in a variety of sizes and shapes.

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GFK INSIGHTS

Bruce Denton

Good investments J When the going gets tough, the tough get cooking, acknowledges Bruce Denton, client solutions consultant at GfK. Sales data for the ﬁrst quarter of the year suggests strong demand for purposeful small kitchen appliances through 2022, particularly when appliances can save money and provide healthier lifestyle options in the long-term.

Consumers are driving demand for “home cooking appliances on social media; they are doing the work of many brands’ marketing departments. ”

Inset: Home working has meant more consumers appreciate the beneﬁts of having a coffee machine.

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ust as we started to see the effects of the pandemic on all aspects of life ease and some normality and freedom return to our private and professional lives, we are faced with a new challenge. It is affectionally being referred to as the ‘cost of living squeeze’. Dealing with inﬂation running at a 30-year high and energy costs up more than 50%, the term ‘squeeze’ is underestimating the issue. Household budgets for millions are stretched beyond breaking point. Consumers are once again having to evaluate every penny they spend. But this is not to say consumers aren’t spending on small domestic appliances (SDAs). In Q1 2022 the category is down 12% versus the lockdown period of Q1 2021, but compared to Q1 2020 the SDA market is up 10%. Consumers are cutting back, but for many investing in a new kitchen appliance will save them money, time and energy - ‘repaying’ the initial price of the appliance over the longer term – something a Friday night takeaway, a trip to the cinema or a subscription to a TV streaming service won’t do. Tabletop coffee machines produce a barista quality cup of coffee at a fraction of the cost of a visit to a coffee shop – so canny consumers may see a

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GfK Insights GFK INSIGHTS

purchase as a long-term cost saving measure. The market took off in April 2020 when the expression ‘hybridworking’ gained popularity. Q1 2022 has seen sales values fall 13% versus Q1 2021 but remains 24% up compared to the pre-Covid world of Q1 2020. Food preparation appliances that take the effort out of blending, mixing, and chopping along with multi cookers that produce quality meals reliably and efficiently are reducing the need for ready meals and takeaways. With all of us spending more time at home recently, many have got more experimental in the kitchen and these gadgets have grown in popularity. Many home cooks are showing off their meal creations and TV-worthy bakes on social media, and by sharing the benefits of these appliances, they are doing the work of many brands’ marketing departments. The pandemicinspired growth of the last year two years of food preparation and multi cooker products has now gone into decline. However, compared to Q1 2020, sales revenue for these appliances are up 9% and 65% respectively, showing home cooking is not a fondue-fad but a trend that continues to engage and inspire consumers. Hot air fryers use less energy to produce quality results in less time than a conventional oven and are considerably healthier than their deep fat fryer competitors. The benefits of the hot air fryer are not lost on the consumer looking to save energy, time and calories. Within SDA it is the fryers sector that is still seeing growth as other areas decline from the pandemic highs. Driven by hot air fryer models the category is up 31% in value on Q1 2021 and a staggering 153% on Q1 2020. With increased production and supply chains costs across the SDA industry prices increases have already been passed onto the consumer. Compared to Q1 2020 hot beverage makers average selling prices (ASPs) are up 20% and food preparation ASPs are up 15% – and so far, with little negative impact on volumes sold. This is proof that consumers do have money to spend in the SDA category, but their behaviours are changing in the ‘squeeze’. Shoppers will seek out the best value on appliances that can pay them back in the longer term, and expectations are that we will increasingly see this benefit in marketing and sales messaging as brands fight to persuade consumers to see products as an investment not an indulgence.

Above: Kitchen appliance sales: the lowdown according to GfK.

Left: High sales are proving that the air fryer category is more than just a load of hot air. Pictured is the Salter Dual Air Fryer, which recently featured in BBC Good Food’s list of 12 best air fryers of 2022, along with appliances by Breville, Princess, Sage, Tefal and Tower.

Inset: Sales of irons and clothes steamers have bounced back since lockdowns and as more people go out to socialise or go into a workplace.

More pressing concerns Since restrictions were lifted in April 2021 and offices and the hospitality sector have opened their doors again, consumers are easing themselves out of their all-purpose lounge wear and back into clothes that need a little more care and attention. As a result, the ironing category is enjoying a welcome return to value growth and is up 18% on Q1 2021. However, it still has a little way to go to return to its pre-pandemic sales level of Q1 2020, where it is 6% down.

Source: This article uses statistics from GfK Point of Sales Tracking, with data updated in March 2022. GfK tracks sales across SDA sectors around the home, including the following product groups: bread makers, can openers, electric knives, electric cooking pots, fun cooking, food steamers, food preparation, fryers, hot beverage makers, ice cream makers, juicers, kettles, kitchen scales, mini ovens, rice cookers, sandwich and waffle makers and grills, toasters, water ﬁlters, vacuum cleaners, window cleaners, ﬂoorcare, garment steamers, irons and air treatment. See www.gfk.com/en-gb

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TRENDS FOCUS

Watt’s up? Above: No need to turn to bottles for pure drinking water thanks to the multifunctional Aqua Optima from Strix.

Home entertaining, health, interior design, multi-functionality and convenience are all important drivers for the small domestic appliance market. Progressive Electrical asks several SDA suppliers to put the spotlight on some potential ‘hero’ products for the forthcoming months, explaining how these address current and evolving trends.

Prints charming Above: Legendary design brand Laura Ashley (celebrating 70 years next year) has collaborated with MyVQ for a stylish range of licensed audio and SDA products. The Elveden collection is based on Laura Ashley’s Summer Palace print from the 1980s.

PROGRESSIVE ELECTRICALS

“Many consumers and interior designers have started embracing the traditional English country look once more,” observes Lee Barton, sales director at RKW. “Cottagecore, homestead, and similar rural fashion trends have accelerated the demand for ﬂoral prints and patterns, particularly with younger consumers. Gardens, ﬂowers and natural elements have all become a comforting reminder of beauty in recent years of uncertainty.” Today’s consumers have a newfound appreciation for

Making multiple savings “The new 3-in-1 Aurora Instant Hot & Cold Filtered Water Dispenser is the perfect solution to the current consumer focus on saving water, energy and costs, as well as the planet,” highlights Graeme Rodger, category manager at Strix. “Powered by Strix technology, the Aurora Hot & Cold is a kettle, water cooler and water filter and the only ‘plug and go’ water dispenser on the market to deliver hot or cold filtered water on demand. Offering 49 potential combinations, the user can select from seven temperature options, from chilled through to boiled, and seven volume options, from 200ml to one litre. Importantly, the Aurora saves energy and water by only boiling the water you need. British consumers are estimated to waste 70million litres of water a day - and a lot of energy - by over-filling kettles. The appliance uses Aqua Optima’s patented five-step Evolve+ water filtration technology to remove impurities and unwanted substances found in tap water, including microplastics, heavy metals, herbicides and pesticides, reducing chlorine and limescale by up to 80%. Each filter, which are three times faster than the leading brand, lasts for 30 days or 100 litres of water, saving the equivalent of 200 single-use 500ml plastic bottles, and can be recycled for free in the UK and Ireland via TerraCycle. In addition, the Aurora Instant Hot & Cold Filtered Water Dispenser has also been awarded the Quiet Mark, making it one of the quietest 20% of appliances in its category.”

the outdoors, rural living and the positive impact that both have on wellbeing. Our Laura Ashley Elveden kettles and toasters are designed to be the perfect home comfort – bringing all of the nourishing, calming and beautiful qualities from our natural surroundings to inside the home. The Laura Ashley Elveden pattern translates perfectly well from textiles to electricals. Not only does the ﬂoral design soften the aesthetic of the appliance, but it also promotes positive wellbeing in interior settings. The blossom ﬂowers, birds and branches with pops of pastel colour celebrate the beauty of rural living. As SDA moves away from minimalism, we’re seeing bold, sophisticated designs making a bigger comeback. Over 2021 and into 2022, cottagecore dominated online searches for home décor trends in the UK – it’s only a matter of time before this trend spills into mainstream small electricals.”

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TRENDS FOCUS

Left: Beer on tap at home with the new Salter Draught Beer Dispenser.

The home bar “Socialising at home has seen a meteoric rise in popularity following the pandemic, with more of us investing in our outdoor spaces and enjoying restaurant worthy experiences from our homes,” acknowledges Salter’s buying director Duncan Singleton at Ultimate Products. “We’ve witnessed a huge surge of interest in experience led products, with many consumers hosting friends and family at home. Our newest offering, the Salter Draught Beer Dispenser, responds to this demand with brewery quality beer in seconds, proving that we don’t need to go out to enjoy ourselves. A fun addition to summer garden parties, it features adjustable CO2 gas control and a built-in cooling system to chill kegs to between three and six degrees.”

Seaside specials

Healthier choices “We wanted to create a product which can carry out multiple cooking styles, including those that can usually only be done outside such as BBQ-style cooking,” states ESG’s design and marketing manager Luke Bradshaw. “The Daewoo Health Grill & Air Fryer is designed for indoor use – it is smokeless so there are no harmful fumes, yet it still delivers a delicious chargrilled ﬂavour dependent on the style of cooking required. Utilising air frying technology means that less oil is required, so this in turn means that the food cooked is healthier. For busy households, it is easy to use with eight pre-set functions at the press of a button. For example, it can bake cakes, roast (meats, ﬁsh and vegetables), make pizzas, dehydrate (make snacks from dried fruit or make crisps), air fry and grill. It also features customisable heat settings which allows searing of steaks, burgers, skewers, chicken, halloumi and even corn on the cob. Hence it is an ideal all-in-one product for those who are health conscious and want multiple cooking options from a smaller footprint within their kitchen.”

“Everyone loves a trip to the seaside and the new Mr Creations Ice Cream Station recreates seaside inspired soft serve ice cream. It reflects demand for exciting and yet easyto-make treats at home and is perfect for the surge in home entertaining this summer,” recognises Zoe Ryan, head of marketing at Fizz Creations, makers of the award-winning SLUSH PUPPIE Machine and Tetris Waffle maker, “You can whip up a batch of seaside inspired soft serve Ice Cream in no time by simply mixing the powder with cold water – with three different flavours and five sauces for finishing touches.”

Left: A big helping of fun with the Mr Creations Ice Cream Station by Fizz Creations. Below: Design Toaster Digital Four Slot combines high performance, versality and convenience.

Digital convenience “The digital aspect of our two-slice and four-slice toasters means they are incredibly easy to use, with a large user-friendly LCD display and a countdown timer showing the remaining toaster time on the display,” states Marcus Lux, head of Gastroback UK’s export and business development. “They are also very versatile, with a warming rack for rolls and wide slots that are perfect for burger buns, plus seven toast programmes, reﬂecting the increased demand for different types of bread. The pre-set toasting times are for wholemeal, white, sweet or gluten free as well as toast waffles and English muffins.”

PROGRESSIVE ELECTRICALS

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INTERNATIONAL RETAILER FOCUS

Beyond technology Some might assume that an ultra-modern store selling tech-based brands in a steel and stucco tunnel might lack warmth and a sense of hospitality. However, the Hengstyle concept store in Taipei is a haven where customers can relax, connect and immerse themselves in the ﬁner things in life, reports Michelle Hespe, putting the spotlight on Taiwan’s recent gia Global Honoree Award winner.

Above: Coffee machines on display at Hengstyle, Taipei. Right: The exterior of Hengstyle’s concept store, which takes customers through a series of dramatic arched tunnels once inside.

Below: Dyson is among the ﬂagship brands at Hengstyle, with an in-store repair service while customers wait.

20 PROGRESSIVE ELECTRICALS

he gia Global Honoree winning Hengstyle is devoted to “enriching life without boundaries.” And although the store focuses on 25 tech-based brands that provide “better lives, beyond technology,” it is as welcoming as someone’s finely curated home, with a library, bar and plenty of cosy places to explore, relax and be inspired by. Hengstyle started out in 1960 as a distributor of cameras and associated products and is now the number one home appliance and housewares distributor in Taiwan, with a presence in 68 department stores in addition to its concept store in Taipei, and a staff of 550. Its small domestic appliance brands across food and drink preparation, food storage, floorcare, laundry and air purification include Braun, Dyson, Magimix, Laurastar, FoodSaver, Honeywell, Sunbean, Coway, Domo, Oster and Twinbird. Tech is the hardware, not the base, of what

Hengstyle is. “Our goal is to shape a culture of new fine living. We want to lead people to mindfully feel life and open up to other ways of doing things,” states Hengstyle’s senior director Sarah Chen. “We believe this living culture is a new fashion and one that is beyond just buying luxury goods.” The dazzlingly white, steel and reflective tunnel-like building was designed to create a calming atmosphere so that visitors can step in from the busy streets of Taipei and immediately feel relaxed enough to explore at their own pace. “The goal was to create an architecturally designed space where our 25 brands could be unified; a space where customers would walk in and see a style, rather than just products,” explains Sarah. “It was incredibly time consuming to sculpt its multiple wooden structures and then there was the application of different materials on the surface, stucco plastering by hand inside and stainless surfaces outside.” Rather than placing a focus on selling products, Hengstyle is all about the many things that can be put together to assemble a fine lifestyle. Its grounding philosophy is about encouraging people to live well in every sense, while also making them feel a part of a welcoming community. It also has a magazine through which this approach is amplified. Hengstyle’s store staff (referred to as consultants) are trained to understand

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INTERNATIONAL RETAILER FOCUS

Left: Electrical cooking appliances alongside cookware at Hengstyle.

Redefining dining customers’ lifestyles and provide inspirational ideas beyond product function. Sarah elaborates: “Take SodaStream as an example. Staff will not only elaborate on how to use the machine, but also provide a drink recipe, a camping recipe or perhaps an afterworkout recipe, as well as barware and tableware that might complement the SodaStream and be suited to the particular persona of the customer.” In a similar fashion, when it comes to demonstrating products, Hengstyle aims to elevate an experience beyond a demonstration to encourage customers to aspire to a new fine life. For example, to promote the brand Laurastar, the premium ironing brand from Switzerland, the company collaborated with a boutique selling high-end suits. “This way, we provided our members with a premium clothing experience, taking them through the fabrics and the fit, and offering inspiration for styling their look,” says Sarah. “Our task and our goal are to create unique, next-level experiences for those who pursue fine living.” The gia jury applauded this approach to retail, noting that Hengstyle “combines wellbeing with gastronomy, promoting healthy food and a healthy lifestyle. It is hospitality inspired retailing, balancing wellness with a cool aesthetic. Spa-like in its conception, it invites the consumer to linger and explore.”

Extending life with repairs Another factor that makes Hengstyle stand out from other stores is its pioneering instant repair service, which currently means that Dyson products can be repaired by staff in the store while shoppers wait (as well as Oral-b and SodaStream products). Moreover, Hengstyle is aiming to offer repairs for all its electrical brands by the end of this year. While waiting for a product to be ﬁxed, customers can take

Besides selling small electricals for cooking and food preparation, Hengstyle is also dedicated to honoring Taiwan’s rich gourmet culture and history with its unique culinary events. “Our fine dining experience is not about Michelin stars, but rather about how the experience can make you feel – the essence and joyfulness of dining through curation, story-telling and really good local food,” notes Sarah. For a recent culinary event, Hengstyle hosted a popup dining experience called Midnight Bazaar, selling all 300 tickets on the day they became available. With the mission of “motivating people to enjoy cooking at home with nice food,” the event demonstrated how kitchen gadgets can assist the preparation of delicious food. “We deconstructed the most popular dishes found in a Taiwanese night market,” explains Sarah. “Normally night market street food is high in carbohydrates, deep-fried, salty and with very little real food inside the dishes. We redefined every dish with a key ‘actor’ – a type of food or a local ingredient – cooked it with the flavour that people can easily recognise and connect to the original night market food, and finally, arranged the plating to make it all look beautiful.” Sarah adds: “We played a very traditional game with our guests, having them taste traditional Taiwanese gelato and handmade cotton candy from a bicycle cart. When they walked out the door, they had our secret recipe and local ingredients with them so that they can reassemble the ultimate night market dish at home.” In conclusion, Sarah states: “In everything we do, we’re devoted to promoting the Hengstyle lifestyle – helping everyone define his/her own new fine living.” She highlights that: “new fine living” is “beyond just consuming,” reflecting: “Every action you take or every experience we make should have a positive impact for the mind, life and society.”

advantage of different in-store experiences – from yoga classes or reading a book in the library to enjoying a drink from the bar, which serves cocktails, mocktails and juices specially prepared for each customer. “All of the library offerings and the special drinks are made to provide a ‘wow’ service,” says Sarah. “There are no ‘normal books or drinks’ – they are content that we curate to connect visitors and enrich their short journey in store. And the staff can enjoy them as well.”

Left: Above: Customers can select books from Hengstyle’s carefully curated library as they wait for product repairs. The retailer compliments it range of electrical coffee machines with thermal ﬂasks by Corkcicle.

Sponsored and organised by The Inspired Home Show and the International Housewares Association (IHA), gia (IHA Global Innovation Awards) is the world’s leading awards programme honouring overall excellence, business innovation and creative merchandising in houseware and home goods retailing. The exclusive UK gia sponsor is Progressive Housewares. Visit: TheInspiredHomeShow.com/Awards/gia-Retailing.

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