2019 trends
in coatings
2019 Trends in Coatings for Cookware, Bakeware and Small Electrics Products Whitford manufactures the largest, most complete line of nonstick coatings in the world. We’ve been around for over 50 years, and we have one of the greatest teams of technical experts in the industry. We also have a superb team of marketers and product developers. It’s these teams that work with the technical team to bring these worlds together. Trends flow from Fashion to Home, and even within home. Trends can take time to hit the basic housewares world, because of all the considerations and obstacles we face. But when we hit on the trends that work, the demand can move fast. We are always looking at ways to be ready for these market changes and stay a step ahead of the competition.
Kitchen Basics Black has always been a staple in the market, but has shared space with red in recent years. 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.
Shades of Blue The rise of blue started in 2017 and is definitely here with a big impact on all product lines. Blue is getting attention in basic and decorative housewares — mainly marine blues and dark blue shades. Blue is a color that promotes peace and tranquility, a needed counterbalance to the frenetic state of the world today.
Brassy & Bright Metallics continue to be strong in cookware and bakeware. Brassy gold and bright silver are the shades to watch. These colors are no longer competing against each other, but are complementing each other in a classy way with touches of both colors on some of the same products.
Representing the fusion of modern life, PANTONE® Living Coral is a nurturing color that appears in our natural surroundings and, at the same time, has a lively presence in social media. “Color is an equalizing lens through which we experience our natural and digital realities, and this is particularly true for Living Coral,” says Leatrice Eiseman, Executive Director of the Pantone Color Institute. “With consumers craving human interaction and social connection, the humanizing and heartening qualities displayed by the convivial Pantone Living Coral hit a responsive chord.”
Trend Influence: Consumer Electronics Consumer electronics have introduced some interesting colors that have influenced other products. iPhone gold and rose gold are still seen in many categories today. Microsoft’s Surface blue and warm red are the newest technology colors in the market.
Trend Influence: Automotive Watching automotive trends, inside the car as well as outside, has 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.
Coating Effects 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 last few years. The wood effect recently hit the market and it is not going away. The latest wood effect is in cookware handles. Spatter (or stone effect) continues to have a strong presence in the market. The color combinations are for spatter are endless. Nuetral tones, vivid colors and metallic are all seen with spatter. The newest effect trend to hit the market is the Granite effect. The Granite effect is a unqiue play on spatter and gives the look to resemble an actual granite countertop!
Coating Performance Performance continues to be a driving force in nonstick coatings. Two key trends here are Durable coatings and Smart Home products. Consumers are looking for products that are Durable and can withstand a variety of uses. The growing number of performance claims such as “X times better” and “metal-utensil safe” are at the top of the list, and coatings need to rise to the occasion. Smart Home is a growing category. Consumers are looking for products that make their lives easier, and meet their specific needs. When Smart Home meets Healthy Living, the coating is not necessarily key to the technology, but it is important to the overall function.
Brought to you by The Nonstick Chicks Fran Groesbeck – North America Consumer Marketing Manager fgroesbeck@whitfordww.com Suzie Eberhardt – North America Retail Marketing Manager seberhardt@whitfordww.com
@thenonstickchicks
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