PH Cutlery_muk.qxp_Grid 21/01/2022 07:39 Page 42
MARKET FOCUS
Smaller sets and modern classics for everyday and entertaining: PH looks at the trends, changes and developments in the cutlery sector.
Inset: Liana, a modern classic from Elia.
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ccording to the recently published Waitrose Food & Drink Report 2020-2021, Britain has become a nation of homebodies, with people embracing home entertaining and rediscovering the joy of dinner parties. In fact, in the 12 months covered by the report, one in 12 people, across all age groups, posted a image of their food - or their ‘tablescaped’ meal setting - on social media, or sent an image to a friend. Consequently, a well dressed table is a ‘must’, with cutlery playing a starring role. So, what is on trend as we start 2022? “The customer expectations from cutlery have evolved with time,” says Sonali Rao, head of marketing at Seeba. “Today, the demand for cutlery is reflective of people’s contemporary lifestyle and more suited to the current customer needs of versatility and flexibility. Versatility ensures daily use from a single cutlery set, as well as when entertaining. Ease of use is also important, as is being able to transport Below: Seeba’s Cairo collection.
cutlery easily, given the modern, ‘on the go’ lifestyle.” She adds that variations are ever increasing, with an interest in cutlery featuring different colours and PVD coatings. “There are also variations in cutlery handles, some using plastic, while the body remains stainless steel.” Additionally, she points out that in the wake of the pandemic, there has also been a demand for budget friendly sets which are made of lighter weight steel, with a move away from
plastic and bamboo, “which are not seen as eco-friendly.” Elia’s marketing manager Helen Duffy says that smaller cutlery sets remain increasingly popular for contemporary patterns, which gives consumers the opportunity to purchase a small set to start with, and for the retailer to keep the SRP more attractive. “The alternative of a high value traditional canteen set, with a high SRP and slower moving stock, is no
Inset: Monsoon Home Sahara from Arthur Price.
Contemporary leads the way While traditional designs continue to ring up sales for many of the leading cutlery suppliers, consumer tastes have changed over the years, with eye-catching contemporary cutlery leading the way, and many newer designs becoming modern classics as people choose casual dining over more formal occasions. At Amefa, Suzanne Muller states: “Cutlery used to be more about functionality, whereas today it has a more prominent, eye-catching role on the dining table. But both traditional and contemporary designs are equally important and sometimes even go hand in hand. We often see that classic cutlery with a different finish become a modern classic, so it is therefore quite versatile,” she points out. “In general, with changes in the style of dining more open to casual entertaining, both traditional and contemporary styles work well,” notes Studio Williams’ Frances Bull. “Traditional ‘parish ‘patterns that we historically purchased worked alongside traditional dinnerware, which is not so popular in our casual world.” Adds Seeba’s Sonali Rao: “The functional utility of a cutlery set, followed by ease of handling and aesthetics, all play a role in preferences. Traditional designs are classics that never go out of style, while contemporary designs help to catch the customers’ attention.” Elia’s Helen Duffy acknowledges: “Many of our ranges can be described as a modern classic, based around timeless design, quality manufacturing and continuity of supply that will stand the test of time. While contemporary designs are the more popular option now, traditional patterns which will always remain popular, such as Kings, Bead and Harley, which we offer, along with Rattail, which continue to remain good sellers in the housewares market.”
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HOUSEWARES