Whitford Trends in Coatings 2018
March 2018
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Whitford Trends in Coatings 2018
March 2018
Whitford manufactures the largest, most complete line of nonstick coatings in the world. The company has been solving problems for customers for more than 50 years. Whitford provides more and better technical service and marketing expertise on a worldwide basis than any of its competitors.
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Whitford Trends in Coatings 2018
March 2018
The Nonstick Chicks are Fran Groesbeck, North American Consumer Marketing Manager & Global Retail/Brand Owner/Coordinator and Suzie Eberhardt, North American Retail Marketing Manager. Their official titles are long and serious, so to make things a little more fun they created the Nonstick Chicks. The Nonstick Chicks are part of the Consumer Marketing Program at Whitford. The Consumer Marketing Team works with retailers, brand owners, and importers on any coating-related issue. Important fact: Coatings may only be about 10% of the cost of a product, but they are 90% of the reason a person buys (or returns) a product. The Nonstick Chicks keep a close eye on trends in the market and how they apply to coatings, which they make available to you.
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Whitford Trends in Coatings 2018
March 2018
The first and most important thing to consider when looking at trends (colors, effects, etc.) is regulatory compliance. Regulatory compliance drives everything that can (or cannot be done) with the formulation of coatings. Other performance variables such as color, hiding power, release, stain resistance and more should also be considered. A key variable to remember is that different coating-system types, such as cookware interiors vs bakeware interiors, can look different even when matched to the same color reference. Reason: The final color appearance is driven by the pigments, raw materials and substrate, which vary from cookware to bakeware.
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Whitford Trends in Coatings 2018
March 2018
Trends in basic housewares tend to be more evolutionary than revolutionary. This is due to: • Nature of the product • Mindset of the end consumer • The intended use • Market climate • Conservative nature of and limitations in design Trends flow from Fashion to Home, and even within Home, trends can take time to hit the coatings industry. When a successful trend hits the coating market, the demand can move fast. The Whitford team is always looking at ways to be ready for these market changes and be a step ahead of what’s next.
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Whitford Trends in Coatings 2018
March 2018
Colors Sales Trends can be a hot topic. • For Cookware, traditional coating interiors, ceramic interiors and exteriors are viewed separately. • For traditional interiors, black is still #1, grey is a solid second, followed by copper. • For ceramic interiors, copper is still present, but grey is now the top-selling color. White has dropped significantly, and black has moved up to #3. • For exterior coatings, black, grey and red are more than half of coating sales, followed by copper. Note: Blue is coming on strong! • For Bakeware, where color helps define price points, silver/grey still leads the way (typically at the moderate price level), followed by black (typically opening price point or promotional), with champagne gold or gold, and copper/bronze next. Rose gold has arrived and is one to watch for bakeware. • For Small Electrics, black is still number one by far, with silvers and greys the only real second. Watch for spatter and other effects to hit this category.
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Whitford Trends in Coatings 2018
March 2018
The primary industry resource Whitford follows for color inspiration is Pantone. Whitford also pays attention to other color guides such as Color Solutions International.
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Whitford Trends in Coatings 2018
March 2018
Each year Whitford picks a relevant theme to promote its annual color selection. The 2018 theme is Urban Colors. Urban life is fast-paced, vibrant and on always on the go. This reflects the world today.
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Whitford Trends in Coatings 2018
March 2018
Let’s take a look at what’s happening in today’s kitchens…
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Whitford Trends in Coatings 2018
March 2018
In the Kitchen puts focus back where it makes most sense: in the Kitchen! Black steel appliances, trends in countertops such as quartz and other materials, gourmet cookware and high-end appliances are a few of the influences in this category. Blue, black, grey, matte and marble all appear in this trend.
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Whitford Trends in Coatings 2018
March 2018
What about fashion?
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Whitford Trends in Coatings 2018
March 2018
Fashion is a way to express your individuality. Today’s fashion focus is portrayed in hair, nail polish, cosmetics, accessories and so much more. Metallics, blue, matte and grey stand out in the fashion category.
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Whitford Trends in Coatings 2018
March 2018
Now, electronics‌
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Whitford Trends in Coatings 2018
March 2018
Consumer electronics have introduced some interesting colors that have influenced other products. iPhone gold and rose gold are still seen across many categories today. Microsoft’s Surface Blue and Warm Red are the newest technology colors in the market.
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Whitford Trends in Coatings 2018
March 2018
And automotive‌
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Whitford Trends in Coatings 2018
March 2018
Automotive trends, inside the car as well as out, have been a key market to watch for decades. The finishes lend themselves to coatings. The diamond Mercedes, the matte black Porche, along with wood grain interiors and fun splashes of color, influence other markets and trends.
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Whitford Trends in Coatings 2018
March 2018
The 2018 trends in coatings have already hit the market. Whitford pays close attention to these trends and what lies beyond.
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Whitford Trends in Coatings 2018
March 2018
Metallics continue to be strong. Copper has been hot for a while, with gold and silver now challenging for the lead. This doesn’t mean gold and silver will be the “next copper” – that is a different story. As far as colors go, gold and silver are the metallics to watch. These colors are no longer competing against each other. Rather, they are complementing each other in a classy way.
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Whitford Trends in Coatings 2018
March 2018
The rise of blue started in 2017 and is now having a big impact on all product lines. Blue is getting attention in basic and decorative housewares, mainly marine blues and blues with an aqua or water hue. Blue is a color that connotes peace and tranquility – a necessary counterbalance to the frenetic state of the world today.
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Whitford Trends in Coatings 2018
March 2018
With coatings, it is not always about what you see that drives a trend. Performance can do the same. Example: A successful additive can create a performance benefit or tell a quick, highly marketable story. Titanium has been a key additive for more than 10 years. and continues to be used successfully across all types of coatings. Diamond and copper have had more recent success. Whitford continues to pay close attention to additives as a key path to success.
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Whitford Trends in Coatings 2018
March 2018
Technology includes application methods and other processes that can enhance a product. Examples of technology in coatings include: • Plasma as a pretreatment • Roughened surface coatings With technology and additives, the benefit proposition MUST be easily and quickly understood by the end consumer. If it is not readily apparent, then no matter how great the breakthrough, it can lose whatever sales appeal was intended. Also, because these technology trends cannot be seen, other changes to the coating can be made, such as color or effect, to help promote these features. For example, adding a spatter finish to a rough cookware item highlights the rough texture. While the color or effect may have no impact on the performance, it helps to market the product and drive home the “story”.
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Whitford Trends in Coatings 2018
March 2018
The 3 categories that Whitford reviews in coating trends are: Color, Effects and Performance.
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Whitford Trends in Coatings 2018
March 2018
Color is one of the easiest ways to create excitement in a basic housewares assortment. Whether on the interior of the pan, exterior, the handle or any other feature, it is an easy change to an existing line, and a great way to create intrigue in a new product.
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Whitford Trends in Coatings 2018
March 2018
Black has always been a staple in the market, but has shared space with red in recent years. In combination with blues, greys and metallics, black is showing its versatility. From matte finishes to high gloss, black is back in a strong way, from cars to cell phones to cookware. It can have a modern industrial appearance, while also keeping its classic beauty.
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Whitford Trends in Coatings 2018
March 2018
Red is still a top seller for housewares, and can be seen in virtually every product category. It is likely that red has become part of the basics. Is there a color shift coming? Will blue grow sufficiently in importance to take this top spot?
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Whitford Trends in Coatings 2018
March 2018
Copper should not be viewed as just a color, copper is a story! Copper is a material that almost all customers recognize as quality. Copper can be translated into coatings in a variety of ways – solid, metallic and more. This trend is strong in all product categories – cookware, bakeware and small electrics.
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Whitford Trends in Coatings 2018
March 2018
Silver is a great and easy story in basic housewares. From stainless steel to aluminum bakeware, silvers and greys are a must. Silver is shifting from the natural element to a bright, shiny metallic. It is clean, bright and complements many trending colors.
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Whitford Trends in Coatings 2018
March 2018
Gold is on the rise. Gold has been around in bakeware for several years, now appearing on hints of other products. Gold complements many colors.
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Whitford Trends in Coatings 2018
March 2018
Rose Gold made an important appearance, thanks to the iPhone. It penetrated fashion, jewelry, cosmetics and much more. It continues to be seen in bakeware and small electrics.
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Whitford Trends in Coatings 2018
March 2018
Marine blues and watery blues are a hot trend. You can see them in most markets, with a strong showing in both decorative and basic housewares. Cool, inviting tones light up this trend.
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Whitford Trends in Coatings 2018
March 2018
Ultra Violet is the Pantone Color of the Year. Lee Eiseman stated that, “We are living in a time that requires inventiveness and imagination….Ultra Violet lights the way to what is yet to come”. Purple embodies the balance of red’s stimulation and blue’s calm. It encourages creativity. Lighter shades of this color are already popping up in gourmet cookware.
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Whitford Trends in Coatings 2018
March 2018
Grey has become a great neutral, being seen with blues and blacks, to pinks and blushes. There is a variety of shades and effects in this color – metallic, matte, solid and more. Grey is a part of many product categories.
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Whitford Trends in Coatings 2018
March 2018
Effects and textures have evolved to provide a new opportunity for change.
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Whitford Trends in Coatings 2018
March 2018
Marble is a new effect to hit the market. Marble ties to kitchen trends. It can be seen in cutting boards and gadgets, as well as tabletop over the past few years. A roller-coating application is used to achieve a marble effect on cookware and bakeware items.
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Whitford Trends in Coatings 2018
March 2018
The wood effect recently hit the market and it is not going away. The latest wood effect is in cookware handles. The big difference is these handles can be dishwasher safe, unlike their natural counterparts. A roller-coating application is used to achieve this effect in cookware and bakeware.
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Whitford Trends in Coatings 2018
March 2018
Spatter has been around for quite some time as a quiet, steady effect. While copper is on everyone’s radar, spatter and “stone” looking finishes continue to be solid players. For spatter and stone effects, the colors tend to stay in more neutral or natural tones, such as blacks, greys and beige. Exterior spatter coatings can use a bit more color, such as blues or reds. The actual spatter layers on the coating can be adjusted during the coating process to achieve different looks – and there are newer technologies that make the coating look like actual granite!
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Whitford Trends in Coatings 2018
March 2018
Matte exterior finishes are showing up more and more across many product categories. For coatings, you only want to use matte finishes on exteriors. As an exterior coating, matte finishes can be prone to marring and scratching, so it is important to trim or machine the base on these products. But there is new technology that makes it possible to go across the bottom.
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Whitford Trends in Coatings 2018
March 2018
Colored iridescent has had some buzz on and off over the last few years, with more interest of late.
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Whitford Trends in Coatings 2018
March 2018
Performance is what coatings are really about.
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Whitford Trends in Coatings 2018
March 2018
The “healthy-living lifestyle� continues to influence all industries. This trend has been a staple of the coatings market for years. Using a nonstick coating on your product eliminates the need for oil or butter, creating a healthful cooking environment in your kitchen.
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Whitford Trends in Coatings 2018
March 2018
Durability has always been a top contender. Now with consumers looking for products that are durable and can withstand a variety of uses, plus the growing number of performance claims (X times better and “metal-utensil safe� at the top of the list), coatings need to rise to the occasion. Special internal reinforcements, rough surfaces, high film builds, and so much more offer a variety of options to provide this feature and differentiate products.
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Whitford Trends in Coatings 2018
March 2018
Smart Home meets Healthful Living – while the coating is not necessarily key to the technology, it is important to the overall function. Consumers are looking for products that make their lives easier, and meet their specific needs. And they are willing to pay for it! They like multi-function items. They are overscheduled, overworked and if something can help them accomplish multiple tasks, they will buy it. The coating selection is critical for these products. If the coating fails, or doesn’t perform as expected, it will impact negatively the perception of the product (and the brand).
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Whitford Trends in Coatings 2018
March 2018
At Whitford, the Consumer Marketing team is already reviewing new trends to watch in the market.
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Whitford Trends in Coatings 2018
March 2018
A new trend to watch for 2018/19 is lemon – not yellow – lemon. It is a soft tone that could be an excellent option for bakeware. Metallic tones with a hint of color are starting to hit. Could lemon be next?
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Whitford Trends in Coatings 2018
March 2018
Rose gold and millennial pink have put attention on the pink color family. The next evolution of this color group are soft blushes and warm tones of pink. These colors are subtle and clean and complement well both greys and vanillas.
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Whitford Trends in Coatings 2018
March 2018
For effects, the Whitford team is reviewing pearl and clear iridescents. Can these effects be achieved in coatings? Could they provide an alternate to traditional metallic topcoats? All of the future trends are in the queue at Whitford. The marketing and technical teams are working to bring these trends to you.
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Whitford Trends in Coatings 2018
March 2018
Coatings will continue to play a big role in trends in housewares. The easiest (and best) way to keep up with these trends is to follow the Nonstick Chicks on Instagram!
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