Housewares panel predicts trends.(NEWS WATCH)

Participants of a panel discussion titled "Top Trends for 2010" outlined six issues for the housewares industry to consider in its planning for next year. The panel's experts presented their views at the 2009 International Home and Housewares Show, held in March in Chicago.

In reviewing the first topic, which revolved around respecting generational divides, the panelists divided consumers into four age groups--GenY, GenX, Baby Boomers, and Prime Timers--and noted that all four groups view the kitchen differently. The GenY group (14-33) is completely connected and wired all day, and most rentan apartment rather than own a home. The GenX group (34-43) is often raising a family, so the kitchen is a family communications hub for them.

Baby Boomers (44-63) are either entering the empty-nester phase or are experiencing children and/or parents moving back in with them. The panelists said the group needs to work longer than planned, but still remains the group with highest discretionary income for housewares. Prime Timers (64 and up) are concerned with safe aging-in-place. They want to grow old where they are, and their focus is on ergonomics and intuitive design. Product weight and visibility are key considerations for this group. Recognizing and addressing each generation's different "touch points" provides a recession-proof strategy, the panel said.

The second trend is the increasing amount of time people spend in their kitchens, up to 3 to 4 hours a day on average. Housewares marketers, therefore, must think about the entire kitchen experience and how this impacts the way they should segment and cross-sell products, taking into account that the kitchen may be used for food preparation, dining, gaming, ...