he says. “Consumers’ move to a healthier
diet has spawned many new products
and given new energy to others. The
housewares industry continues to bring
solutions to consumers in their quest for a
Insiders say that beyond the kitchen,
consumers are also cleaning and organ-
izing like never before. “Consumers con-
tinue to tell us that an organized home is a top prior-
ity,” Brandl says. “And there are many new, unique
storage solutions set to debut at the show this year.”
Another continuing trend is the impact of design.
Whether designers chose to focus on human factors
that make a product easier to use or on more technical features, Brandl says their goal is to revolutionize
the ways that we live, work, clean, organize, cook,
serve and dine.
Time to Get Cooking
Clearly, the direct response industry has been
responsible for a kitchen full of top-selling examples
in cooking and food preparation. And that fact that
doesn’t surprise Tony Besasie, president at Cannella
Response Television in Burlington, Wis.
“The housewares category is a staple,” Besasie
says. “Products like coffee makers, blenders, mixers,
juicers, ovens, cookers and fryers have all seen suc-
cess, and the category includes some strong name
brands like Ninja, NutriBullet and KitchenAid.”
Besasie said the national focus on childhood
obesity and the popularity of TV programs like “The
Biggest Loser” — and documentaries like “Fat Sick”
and “Nearly Dead” — have made eating right cultur-
ally relevant in the U.S.
He adds that long-form DRTV has consistently
demonstrated the features and versatility of food-prep products. “Long-form lets the marketer go
beyond generating brand awareness. The DRTV and
digital marketing efforts generate a more educated
and qualified customer at the point of purchase.
We’re also seeing marketers focus less on selling
convenience benefits like saving time and more on
promoting the enjoyment of cooking, taste, and meal
variety,” Besasie says.
Nu Wave LLC, the company that has sold nearly
5 million countertop ovens, has put infomercials on
the front burner of its marketing efforts.
Keith Hamden, senior vice president of sales at
Nu Wave in Libertyville, Ill., says the company has
sold that many ovens by using infomercials to demonstrate value and cater to the public’s desire to save
time and money while eating healthier — all at an
affordable price point.
A key reason Nu Wave has enjoyed success,
Hamden says, is because its products are in tune with
“The feedback we consistently get from our
customers is that they want to live well by eating
healthier, losing weight, saving money and adding
overall convenience to their everyday lives,” Ham-
den says. “Each and every one of our products aligns
perfectly with our customers’ desires.”
That consumer alignment is vital, says Mary