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TRAINING SOURCE BOOK The essential training resource for cookshops and housewares retailers


Focus on trends and deals for Christmas at this year’s Exclusively shows! With the UK’s largest line-up of top-quality homewares suppliers under one roof, it’s easy to spot new market trends and get your Christmas orders placed. ADDIS HOUSEWARES •


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Run by the industry, for the industry

Exclusively Housewares and sister show Exclusively Electrical are designed especially for housewares and SDA buyers.

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welcome elcome to the 2016 edition of the

And that's where you, the retailer, come in, as

Cookshop Training Source Book.

purveyors of quality, functional items that offer

We've got a great mix of 14 different

longevity and real utility.


As bricks and mortar continues its interesting

product categories this year, including old favourites like waste storage, scales and mills, and newcomers

co-existence alongside (sometimes in collaboration

in the form of ironing systems, pressure cookers and

with but more often in competition with) online,

ceramic-coated cookware. Between them they

where the high street remains a winner is in personal

provide a broad-ranging overview of the types of

service: offering the chance to see, touch and

product found in independent and department

compare products in a pleasant and appealing shopping environment and

store cookshops.

giving informed advice so the

As usual, our aim has been to educate and inspire – giving you

customer can gain a better

handy bite-sized chunks of

understanding of the product

information about the product

features and benefits.

categories and ideas for how to

All that gives retailers the

merchandise them and how to

opportunity to win and keep loyal customers. We hope the

talk about them to the customer. I don't think there's been a single TSB since we first

Training Source Book will help in some small way

published in 2005 where I haven't referred to the

with that goal. Feedback we've had over the years

economy being challenging, and it's no different this

suggests that the book is often seen as a key

year. Consumers are watching the pennies as always.

element of retailers' in-house training material; they

But that cuts both ways for the cookware industry:

see it as an enjoyable, easy read that can quickly

there's a sense that consumers increasingly dislike

help build their knowledge or refresh their memories

waste and shun extravagance but that can translate

about the best way to sell cookware. We hope you enjoy it and find it useful.

into 'buy quality' rather than 'buy nothing'. People know that buying cheap often means buying twice

Sue Fenton

and they are prepared to invest in products (with the


right design aesthetics, of course) that will last. But for them to do so they need to be informed and educated about the products they're considering, and to be able to handle them.


This Training Source Book was published by Max Publishing and was brought to you with Progressive Housewares. Tel: 0207 700 6740. Training Source Book Editor: Sue Fenton ( Publisher: Patrick Wade (, Joint Managing Directors: Warren Lomax ( and Jacqueline Brown, Progressive Housewares Editor: Jo Howard ( Design: Mark Grayson, Gary Freeman



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What’s inside? 62 68

50 26 74


80 8-13 14-19 20-25 26-31 32-37 38-43 44-49

Aluminium cookware Baking & cake decoration Cake making Ceramic non-stick cookware Coffee making Hard anodised cookware Induction cookware


50-55 56-61 62-67 68-73 74-79 80-85 86-91



Ironing systems Kettles & toasters Mills Pressure cookers Scales Stainless steel cookware Waste storage


Be sure to save the dates for the 2017 Exclusively shows in your diary now!

We look forward to welcoming you to the shows! 005_TSB_2016.indd 100

Run by the industry, for the industry

Exclusively Housewares and sister show Exclusively Electrical are designed especially for housewares and SDA buyers.

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2017 IHAad_TrainingSource_297X210.qxp_Layout 1 4/13/16 12:30 PM Page 1

2.200 exhibitors from 6 continents 62.000 attendees from over 125 countries

Register for your FREE entrance badge now!



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The International Home + Housewares Show delivers in every way imaginable – innovation, trend, inspiration – it’s a complete package. Couple that with being in Chicago and being able to see the best of USA retail, it’s a must see!

Matthew Canwell, Director of Buying Lakeland

high design and intelligent innovation • the best international products and brands, design and quality from around the world • the entire product lines of North America’s leading home & housewares manufacturers, product suppliers and designers • innovative new brands, products and product lines not available in Europe or Asia

world class ideas and partnerships • first-class learning and networking opportunities for both specialty retailers and corporate buyers • the finest U.S. home & housewares retailers to visit – Williams Sonoma, Crate & Barrel, Sur La Table, Container Store and more – featuring unique ideas and innovative merchandising techniques • expert information from the leading global authority on color and material trends for 2017/2018 at the Pantone Color Watch display and seminars

For more information, contact IHA UK Office, Marcus Findlay, Tel: +44 121 580 8398, Email: For travel arrangements, contact Expose Travel, Paul Vasdev, Tel: +44 1883 349576, Email:

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Aluminium cookware

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Retailer insight “Providing a cookware offering that complements current market trends is very important for retailers. This, alongside well-trained staff and strong in-store implementation, helps educate the consumer and ensure brands get the ultimate exposure in-store. We continue to work closely with suppliers to make sure that our staff are fully trained and up-to-date on these emerging trends, such as the removable handle cookware segment. As well as this, we collaborate with suppliers to ensure in-store implementation fully explains the versatility of their portfolio. Innovation continues to sit at the core of the Tefal brand, with Ingenio offering a versatile space-saving solution in a time when kitchens are becoming overrun with cookware and cooking equipment. Similarly, whilst the design, look and feel of cookware continues to sit at the core of many consumers' decision-making, Tefal have worked closely with Jamie Oliver to ensure that these product’s design is as high-quality as the composition and durability of the pan.” Matthew Couchman, cookshop merchandiser, John Lewis Partnership

This section is kindly sponsored by

This year, Tefal is celebrating its 60th anniversary. In 1956, Tefal inventor and keen fisherman Marc Grégoire discovered the benefits of using non-stick coating on his fishing line. Perhaps a little tired of frying up the catch of the day, Grégoire’s wife suggested he apply the same technology to her kitchen pans to stop food from sticking. Grégoire took his wife's advice and developed Tefal’s first non-stick coating on a pan! In the past 60 years, Tefal has continued to provide innovative solutions that have revolutionised the way we eat, cook and live. Tefal continues to innovate within each category where it is present. Thanks to world-class R&D facilities and thorough market research data, Tefal has gone on to develop many key, unique and iconic features. From the Thermo-Spot, which indicates when your pan has reached the optimum cooking temperature; to our world-class non-stick coatings that are both dishwasher- and metal utensil-safe; and finally to the revolutionary Ingenio concept, that offers optimal space saving thanks to the removable handle, Tefal continues to provide life-changing cookware solutions. As a result, a third of UK consumers have a Tefal cookware item in their home. Celebrate with Tefal and view a complete history of the brand here:

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Aluminium cookware

Inset: Tefal has developed a comprehensive range of induction pans that are affordable without compromising on the quality of the pans.

Indispensable ideas Innovations

There have been numerous innovations in cookware, thanks to the R&D and market research carried out by leading suppliers. Notable among these are Tefal's Thermo-Spot, which indicates when a pan has reached the optimum cooking temperature; its dishwasher- and metal utensil-safe non-stick coatings and its novel Ingenio concept with the removable handles. Ingenio was a key driver in the strong recent growth in the pots and pans market, thanks to its versatility (the removable handle means pots and pans are easily transferred from the hob, to the oven, to the table and into the fridge for storage) and its space-saving benefits (the pans easily stack into one another in the cupboard). This range was supported by a £1.3 million TV campaign in October 2015, resulting in the three core ranges significantly outperforming expectations. This growth trend continued into the beginning of 2016, with Ingenio being selected as the official cookware partner of L’atelier Des Chefs in the UK, with a second wave of TV support due later in 2016 to continue to drive awareness.

Market overview Cookware is an essential part of the UK consumer's everyday life: according to GfK, they spend an average of 5.9 hours cooking every week, which is almost equal to a day in the office! The older the consumer, the longer they spend cooking each week, with younger families often opting for convenience and time saving. However, as people get older, they spend more time cooking and exploring new recipe ideas and techniques, sourcing inspiration from the numerous cookery TV shows and cook books that continue to grow in numbers and popularity each year. As well as the increasing

volume of cookery shows and cook books, the trends of online content sharing have increased consumers' awareness and interaction with new cooking and taste trends, with healthy eating being a clear example from 2015. Consider, for example, the impact that Deliciously Ella and Jamie Oliver’s Super Food has had on cooking trends and techniques:

Above: The ThermoSpot, seen here with chef Jamie Oliver, indicates when a pan has reached the optimum cooking temperature. Right: These hard anodised aluminium pans have been through a chemical process that gives them their distinctive matte finish and makes them extremely hardwearing.




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Aluminium cookware

Who buys aluminium cookware? Aluminium cookware appeals to a large audience, from beginners to gourmet cooks. The fact that it promises excellent heat conductivity and durability on both the exterior and interior of the product makes it one of the most trusted substrates, which is important given that consumers are always looking for long-lasting products that will be easy to use every day.

from the boom of the spiraliser to sugar-free food in 2015. As a result, consumers are investing more time and money into finding the perfect recipes with the best ingredients and, arguably most importantly, the highest-quality, most suitable tools to assist them in

Above: Tefal's Jamie Oliver ranges include their experimenting. the Professional Series, which takes As a result, advantage of the growth in stainless steel cookware.awareness. consumers continued to search Left: Ingenio offers space-saving benefits, as the pans easily stack into one another in the for complementary cupboard. cookware for their new cooking adventures, which resulted in the pots and pans market growing by 8.5% in value compared with 2014. Tefal was noteworthy within this, growing by +14.5% and securing a strong market share of 24.6%, according to GfK.


Healthy eating Consumers continue to aim for healthy cooking by cooking from scratch, while at the same time keeping to a budget. This means non-stick coatings continue to be popular as they offer a considerable nutritional advantage by reducing the amount of fat required for cooking.

The rise of induction cooking Demand continues to increase for induction hobs in the UK, which naturally creates a demand for induction compatible cookware. Historically this was very expensive due to the materials required, but induction pans have become much more affordable. The need for versatility and simplicity Time pressure and busy lifestyles mean that consumers seek out products that help to simplify their cooking. The Ingenio range, with its detachable handles for easy stacking and storage, offers a versatile storage solution as well as an appealing cooking solution, as pans can be easily transferred from the hob, into the oven, onto the table and into the fridge for storage, simply by removing the handle.

Growth of stainless steel cookware The popularity of this substrate led to Tefal launching multiple stainless steel ranges for the first time, all of which are doing very well. Jamie Oliver by Tefal ranges saw a relaunch with two new Professional Series ranges, and the brand’s Classic Series are getting a new visual identity.

Below: The Madras collection is a response to the growing interest in Indian cookery

Trading up There is a trend for consumers to trade up to higher-priced brands that they are familiar with; they seek reliable items that are built to last and are prepared to invest in collecting a range. Ethnic cooking Interest in Indian cooking continues to grow and suppliers are reacting to this trend with various specialist products. For example, Tefal’s Madras Collection, which features a kadai (a traditional cooking pot) and chapati pan, has performed very well since its launch in 2012. Sales increased by 85% year on year to 2015, and as a result, Tefal is expanding this range in 2016 with a new jumbo-sized kadai.




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Aluminium cookware

Merchandising tips l Cookware can be very tricky to merchandise; if not done correctly the display will look messy and unorganised which, in the worst case, may deter shoppers. l Always display range pieces together and include ticketing that shows all items available in the range (especially important if some are available online only or are out of stock temporarily). This gives the consumer a good overview of what is on offer and can lead them to trade up to a set or add specialist items such as a wok or a saute pan to their basket. l Ensure key items are unboxed (one per type; if space is tight there's no need to unbox all sizes). Cookware purchases are a tactile process and the consumer often will want to feel the weight and quality of the pans before making a decision. l Ensure boxed products are neatly displayed, as this increases the impact of the brand in-store and makes it

easy for the shopper to select different items. l Provide information on the range benefits on the ticketing and/or through brochures and showcards, as cookware is a category that often causes confusion. l Try to create clear segmentation within the category, by showcasing items by brand, substrate or price point. This makes it easier for the shopper to navigate. l If you are running an offer or there is a current advertising campaign on TV, highlight this on the display to make it current. l Try to build seasonal displays with complementary products such as utensils to create an aspirational offer that brings the product to life. l Don’t forget the importance of the consumer experience online – make the most of range explanations and assets like product shots, lifestyle images and video, and link items logically to replicate the range selection the consumer would see in store.

Proactive selling questions l Do you have an induction hob at home? Are you looking for induction compatible cookware? (This will be the sales person's initial deciding factor for which ranges to present, and might be a chance to upsell an induction range for 'future proofing'.) l Are you looking to add to your existing cookware or to buy a completely new set? (The answer to this will tell you if you should focus on specific items of a matching material, or a replacement item, or perhaps suggest investing in a whole new range.) l Do you tend to fry, stew, boil, steam or bake? (Some shoppers may not be aware of the benefits

Above: These pictures show the features of Tefal's Ingenio range, whose removable handle allows the pans to be easily transferred from the hob, to the oven, to the table and into the fridge for storage.

and versatility of large frying pans, non-stick coatings, saute and wok pans, or the potential savings when buying sets, so these are good pointers to keep in mind.) l What range of cookware/materials do you have at present? Are there any problems or shortcomings with it? Anything you have found particularly good or useful? l How often do you cook? How many people do you cook for?

Above and inset: What a difference 60 years makes… Tefal's nonstick frying pan has evolved from the picture on the right (seen with the advert from the time), to the contemporary product seen above.




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Aluminium cookware Inset: Aluminium pans that have a stainless steel disk on the base are induction compatible.

Glossary Aluminium: A metal that is nearly three times lighter than stainless steel, but has 13 times better thermal conductivity. Aluminium also has excellent heat diffusion properties, so offers even cooking results. It is extremely durable and corrosion resistant. Most aluminium pans are made by heat pressing a sheet of metal to the shape of a pan. Cast aluminium: Casting is a process where molten aluminium is poured into a mould to create the desired shape. Cast aluminium cookware is often thicker and sturdier than sheet pressed aluminium, yet this material is a good alternative to cast iron due to its light weight. Hard anodised aluminium: The cookware is created through heat pressing, similar to standard aluminium pans, but the item then goes through a chemical bath. This proces gives these pans the distinctive matte grey exterior finish, which is extremely hard-wearing.

Q. Can I use metal utensils? A. Aluminium cookware is very strong and durable but this depends on the interior non-stick coating. Some, such as the Tefal Intensium and Titanium coatings, are metal safe.

Consumer FAQs Q. Can aluminium be used on all types of hobs? A. Generally yes, but induction hobs require a magnetic counterpart, so only those aluminium pans that have a stainless steel disk on the base are induction compatible.

Q. What are the practical benefits of aluminium cookware? A. It is durable, hard-wearing, long-lasting and light in weight, which makes it easy to handle. Also it distributes heat more evenly than stainless steel so a solid aluminium pan is less likely to have hot spots. Q. Is aluminium cookware easy to clean? A. Yes. Most ranges have been treated to go in the dishwasher but the non-stick interior and exterior make it easy to wash by hand too, with minimum effort. Q. Will food stick to the pan? A. This depends on the interior non-stick coating. A good quality coating means food won’t stick and it means little or no oil is needed.


Above right: Aluminium gives excellent heat conductivity and durability on both the exterior and interior of the product. Above left: Consumers are investing more time and money in cooking, and they look for quality tools to help them.

TSB Verdict Cookware had a strong 2015 and a solid start to 2016, and aluminium has been a beneficiary of this trend, being light yet durable. It's an interesting category for the cookware store, offering both hard anodised and cast aluminium versions, with various non-stick options, and benefiting from the healthy eating trend, consumers' willingness to invest in cookware, association with celebrity chefs and targeted marketing campaigns.





A Revolution in Cookware from the UK’s No.1 Brand* UPTO 10KG






Simple. Versatile. Ingenious *Source: GFK Pots and Pans Sales Value Share. Jan-Dec 2015

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Retailer insight

Baking and cake decoration

“We all see sales peaks with bakeware, whether it is the annual sales increase from the autumn to the speciality tins for weddings and Valentine’s day, and then to the 'Bakeoff' season when we wait to see which product will be used and will be flying off the shelves the following day. Often bakeware is an impulse purchase, with the customer coming to buy one piece and then bringing a basket full of product to the till. The Inspire range has performed brilliantly in store with the product packaging being one of the key sales aids. It is bright, colourful and shows how each piece can be used. It is a great help to make the sales decision. The new pieces are a welcome addition to the Inspire family; the unique split oven tray is a great idea. Our staff receive regular training and I have made sure that they have a piece to try at home so that they are aware of the quality of the product.” Keith Crowther, owner, La Cookshop, Blagdon, Northumberland

This section is kindly sponsored by

For more than four decades, Meyer has been a world leader in culinary innovation, bringing premium quality cookware into kitchens all over the world. Since 1971, we’ve built our reputation as a world-class manufacturer on the strength of our design and manufacturing and a long history of technology and innovation. Our broad portfolio of brands is trusted by chefs across the globe, and includes Ruffoni, Anolon, Circulon, Raymond Blanc, Cake Boss, Meyer, SilverStone and Prestige. Producing more than 40 million pieces of cookware every year, we’re pioneers in our industry and a much-respected household name whose products bring real benefits and value to customers. In recent years we've broadened our expertise to include bakeware and cake decorating, utensils and gadgets, pressure cookers, knives and small electricals, to offer a range of products and price points that will appeal to everyone from novices to more accomplished cooks. 2016 marks the introduction of two new bakeware ranges under the brand Circulon to complete the new cookware ranges. Circulon Ultimum range includes the Ultra Total nonstick, which provides exceptional food release, perfect for heating food from frozen and dishwasher safe too. Meanwhile, current bakeware ranges such as Prestige Inspire, which includes 29 SKUs, Stone Quartz and Cake Boss continue to exceed consumers' satisfaction. As you’d expect of a world-leading company, we've also invested in a comprehensive communications package, including packaging, point-of-sale and online material to create a seamless and engaging experience for customers.

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Bake and cake decoration

Baking hot Inset: This 12-cup bun tin from Circulon's Ultimum 0.8mm bakeware range features Ultra Total non-stick coating.

Market overview Bakeware sales continue to be healthy thanks to an ever evolving market. Half of the population claims to have a moderate to high level of baking experience, according to Conlumino. Of those, 62.4% are female. Perhaps surprisingly, there is also evidence that a whole new generation of young cake creators are taking an interest. Inspired by TV’s Great British Bake Off, Buddy Valastro’s Cake Boss shows, baking blogs such as The Pink Whisk and a trend to post pastry photos and recipes on social media, new bakers have generated impressive sales of baking products as they equip themselves with the essentials. Likewise, as more seasoned bakers tackle more technical challenges, demand for specialist baking accessories has risen – and meeting it depends on stocking a wide selection of bakeware, gadgets and decorating tools.

Innovations Customers were once happy with simple icing, but they’re now taking on the bigger challenges of frosting and fondant decoration. That means suppliers are offering specialist innovations that appeal to the more creative baker, which will entice customers to spend more on their bakeware. For example, the new Circulon Ultimum 0.8mm bakeware range features the patented Ultra Total Hi-Low food release system, which gives outstanding non-stick performance and releases baked foods with ease – an innovation that appeals to those who want to eat more healthily, as there's no need to grease the tin or tray. Meyer’s Raymond Blanc bakeware has a folded reinforced wire rim, adding toughness, durability and preventing warping by giving each piece inner strength and rigidity. The aluminised steel finish is resistant to rusting and most importantly the exterior coating reflects heat to stop cakes being overcooked on the bottom. The passion and expertise of celebrity chefs give customers the confidence to Above: The Cake Boss heavy-duty carbon steel cake create professional results in their own homes with novel products such as the tin with PFOA-free non-stick surface. ingenious tiered cake pans from the Cake Boss. The SilverStone bakeware range is unique in featuring a hybrid ceramic surface that has exceptional non-stick qualities and is PFOA- and PTFE-free. Another popular bakeware range is Prestige Stone Quartz, with a reinforced and durable speckled non-stick interior that’s also PFOA-free, dishwasher safe and offers a lifetime guarantee. Meanwhile, the innovations in non-stick coating mentioned above meet the demand for features that make pans easier to clean.




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Bake and cake decoration Inset: The reinforced wire rim of Raymond Blanc bakeware pieces, which are made from heavy gauge aluminised steel, gives added strength and durability.

Trends The development of new 'foody' trends continues to reinvigorate this sector. We've seen everything from artisan breads and patisserie to American-style hybrid mash-ups’ such as the ‘cronut’ (croissant crossed with doughnut), ‘duffin’ (doughnut and muffin) and ‘wonut’ (waffle and doughnut). Television, notably the Great British Bake Off, continues to drive the baking revival; increasingly, the latest trends are also highlighted online, with popular baking blogs such as The Boy Who Bakes. Suitably inspired, the new, younger generation of bakers have started to use the baking 'selfie' to show off their latest creations, as part of an online community of bakers and bloggers who share ideas, recipes and photos on social media. Brands such as Circulon, Cake Boss and Prestige have made good use of social media platforms to interact with this group of passionate bakers. This variety of channels is reflected in research from Conlumino, which says more than half of the population have baked at home, watch one or more TV cookery shows or look up recipes online. Although the younger generation’s discovering baking through new media, they’re also embracing its heritage. The fun aspect of baking combines with traditional baking skills, nostalgia and love for retro style in the kitchen to put long-established brands such as Prestige at the top of the baker’s shopping list, while eye-catching, fun brands like Cake Boss appeal to first-time baking buyers, who account for 38.5% of purchases. Nearly a third of buyers are looking to improve the quality of their bakeware, so it’s important for retailers to offer real breadth of choice, bearing in mind that consumers who take a pride in their cooking see celebrity chef-endorsed cookware as the latest must-have. Figures from Conlumino show the most popular items are still cake and loaf tins (15.3% of purchases), with muffin tray and pie tin sales also strong. There’s a growing desire to show off decorating skills, reflected in purchases of baking utensils and accessories, and the Cake Boss range is typical of the current trend for adding fun and colour to baking. Fans of brighter hues will appreciate the stylish and vibrant blue and red of Meyer’s SilverStone range, while the lasting toughness of the innovative new speckled Prestige Stone Quartz collection fits into the most modern of kitchens. The benefits of a huge range are backed up by 30.8% of consumers electing to buy because of the choice of products, while 23.7% cite choice of brands. And it’s not just cakes and sweet treats – with plenty of recipes around for rustic pies, hearty traybakes and gourmet roasts, making sure you stock roasters and baking dishes is just as important.



Types of bakeware Aluminised steel This gives the strength of stainless steel with the exceptional heat distribution of aluminium. High-end integral non-stick technology means there's no need to prise off the baked items and a built-in wire frame gives each piece great rigidity, so it won't warp or buckle.

Carbon steel The most commonly used material in bakeware; this is strong, durable and conducts heat better than stainless steel. Most ranges have non-stick coatings.

Silicon A flexible non-stick material, silicone is easy to clean, won't absorb flavours and is heat resistant up to 240°C. Virtually indestructible, it's also suitable for the dishwasher, fridge and freezer. The only downside is that its flexibility can make it difficult to handle and some ranges need a tray for support. Left: This Cake Boss ribbon cutter makes multiple strips of fondant, handy for decorating and customising cakes. Below: Using Circulon non-stick bakeware saves time and effort for the cook.


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Bake and cake decoration Left: The food release system on Circulon bakeware means even the stickiest puddings won’t stick to the baking tray. Below: The six-cup square cakelette pan creates six individual three-tier molded square cakes and is made of heavy-duty carbon steel construction. Bottom: Prestige's Inspire bakeware features a non-stick cushioned interior to provide better browning and easier release.

Merchandising tips To merchandise a bakeware range properly you need to communicate effectively the features and benefits of the products. l Talk to your suppliers about how they can help you really bring your bakeware section to life. Meyer, for example, offers a fully integrated system of point of sale, including innovative and space-maximising ideas that are supported by consumer advertising and other promotional material. It also offers an instore fixture programme to help merchandise products and make the experience more interactive for consumers. Training sessions can be arranged through a training team that works with retailers to advise them about the different baking and cake decorating tools. l You can't beat live demonstrations in-store as a great way to show quality products at their best. Consumers enjoy handling products and seeing how easy it is to use them. l Exciting point of sale material increases customer engagement. The Cake Boss POS, for example, recreates the feeling of Buddy’s family bakery in New Jersey to bring the products to life. l Packaging too, is important when it comes to communicating features and benefits. Look for easyto-read packaging that features clear details of specific product advantages and guarantees. l Don't underestimate the all-important 'touch friendly' approach. Use hanging displays wherever possible for easier access to encourage customers to touch and feel. And products packaged in simple sleeves, or displayed out of packaging, let customers feel the quality of each piece. l Stocking a comprehensive range from one of the world’s largest manufacturers gives your customers the confidence that they can buy one or two items now, then add to their collection over time. This builds all-important brand loyalty. l Encourage add-on sales with lower-priced accessories like utensils and gadgets.


Who buys bakeware? The male/female divide is not as wide as one might expect. Conlumino says that 35.3% of men and 47.8% of women purchased items from the bakeware category during 2014. Baking is also an increasingly popular hobby for the younger generation, with 47.1% of 18-24 year olds (slightly more than over 65s), showing an interest. Such widespread interest across all age and social groups can only be good for retailers and manufacturers alike. Customers want the best they can afford to make their hobby more enjoyable and show off their capabilities. This is a great opportunity for retailers as it means the bakeware market is growing; new ranges, colours and materials will help make the most of the demand.



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Bake and cake decoration

Left: The dishwasher safe silicone prep mat from Cake Boss has convenient inch and centimeter ruled guides along the edges for rolling out dough to the correct size.

Consumer FAQs

TSB Verdict

Q. Which kitchen tools are most suitable for use with my bakeware?

The trends of budget-consciousness and the desire to know what's in food products have combined to make home baking hugely popular again, aided by the mass of information available through cookery programmes and books. And manufacturers have made the most of this with new advances in technology to make bakeware stronger and easier to clean. So it's a category well worth investing in, especially as it fits so well alongside other cookery-related products.

A. Wood or nylon is usually considered the safest option. Many ranges use silicone heads, which are sturdy, flexible and don’t scratch.

Q. I'm a novice baker; where should I start? A. Decorating kits are the perfect introduction to the baking and decorating world.

Q. Do I need to grease my cake tin?

A. This refers to the thickness of the material. Good quality bakeware is a minimum of 0.6mm thick, ensuring more even heat distribution, greater durability and a product that’s less likely to warp.

A. Greasing was traditionally part of the baking process and even some non-stick bakeware still needs a quick grease. But more advanced non-sticks have made greasing unnecessary, and from a health perspective using less fat is always a good benefit to promote as a selling point to your customers.

Q. How should I wash my bakeware?

Q. Can I put my bakeware on the hob?

A. Even though most items are now dishwasher safe, prolonged dishwasher use can affect the appearance of the product, so it's usually better to wash by hand, avoiding abrasive cleaners and wire wool.

A. It's best not to, as direct heat can damage the nonstick coating found on many bakeware items.

Q. What does heavy gauge mean?

TOTAL and Cake Boss are registered trade marks.

Above middle: The reinforced speckled non-stick surface of Prestige Stone Quartz bakeware is ideal for low-fat cooking, is easy to clean and PFOA free.




Our new Ultimum bakeware range showcases the Ultra Total non-stick system for exceptional food release and even cooking. The Circulon brand comes with a lifetime guarantee and brand promise – if the non-stick fails customers’ expectations, we will replace the product free of charge. “Food will not stick...Guaranteed”.




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Find out more at

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Cake making

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Retailer insight “Cake-making continues to be very popular, and there's a definite upsurge in interest for cake-making equipment and accessories of all kinds during the months when television shows like the Great British Bake Off are being screened. Customers have often done their research first, especially for the more expensive machines, so electrical cake mixers tend to 'sell themselves'. But it can be important to show customers how a machine works, as this might help them to make their minds up about a purchase. And we can often advise on what other products they might find useful – everything from baking trays to hand mixers and decorating tools – which can lead to add-on sales.” Sarah Bowman, housewares buyer, Fenwick, Canterbury

This section is kindly sponsored by

Since Kenwood was founded in 1947, it has been dedicated to the design and manufacture of innovative and durable products, making cake preparation more simple and less time consuming. Since the launch of the first Kenwood Chef in 1950, Kenwood products have evolved in design to follow trends and fashions while using cutting-edge manufacturing technology to meet all food lovers' requirements. Kenwood is still helping Britain to bake, producing machines that successfully combine innovation and durability. Thanks to their stylish designs and quality, Kenwood products continue to be astute investments that delight year after year.

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Cake making

Inset: Cake-making machines give better control of the mixing process, through functions such as 'pulse and fold'.

Great cake-off Market overview British people spend a record-breaking £897 million on kitchen appliances each year, according to Mintel, with more cooking from scratch following inspiration from popular TV cooking shows. At the same time, we are seeing a continued shift away from the desire to consume sugar, salt and fat, and an increasing trend for 'free from' food as people try to eliminate certain food groups such as dairy and gluten. Some 41% of consumers say they cook from scratch most days so they can control what goes into their food. Consumers are also realising that stand mixers and kitchen machines not only save time but also provide much more versatility and better consistency with far less effort than using simple hand mixers or baking by hand. Most consumers seek out quality, reliable brands because they want to invest in products that will last longer, look good and offer long-term value for money. Consequently, Kenwood’s market share in sales value grew from 50.4% to 52.7% in 2015*, within a market that was otherwise declining slightly. Online sales continue to increase and manufacturers and retailers are constantly improving their online presence to facilitate the consumer journey from research to purchase. Kenwood, for example, has introduced a brand Facebook page (Kenwood Official) to engage with consumers.

Innovations Manufacturers are constantly coming up with new ways to help cooks get the best from recipes; for example, Kenwood has added a glass bowl to its kitchen machines. Made from high-quality, durable borosilicate glass, the bowl allows the user to clearly see what they're mixing in order to create the perfect consistency. The generous five-litre capacity bowl features graduated sides to allow for easy measuring of ingredients and allows the user to knead enough dough for up to four loaves of bread or 32 cupcakes. The aim of all new innovations is to give the user ultimate control over their recipes, and Kenwood, for example, says it has crafted every aspect of the Chef Sense and Chef Sense XL with the aim of improving an already extremely functional machine and making it the most powerful, yet the quietest and most efficient on the market. The versatile range includes models suitable for novice cooks and experienced chefs and is supported by recipe books and a free downloadable app full of useful information. The range of attachments gives the user a huge amount of flexibility so they can be as experimental as they like. For example the grain mill attachment can mill alternatives to white flour, catering for people who need to avoid gluten. And the fruit press allows users to create their own fruit purees for cakes. From July 2016, the Kenwood range will be refreshed with new value-added promotions that will communicate the products' versatility and give consumers free attachments so they can complement and personalise their machines.

*GfK Point of Sales Tracking GB, Kitchen Machines, Value Sales 2014 and 2015.




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Cake making


Inset: The availability of a large range of attachments gives the user enormous scope to be creative in the kitchen.

Stylish modern kitchens at an affordable budget are now much more accessible and consumers want their small kitchen appliances to complement the décor of their kitchens, as equipment like food mixers tend to be displayed proudly on the worktop rather than hidden away in the cupboard. Meanwhile, open-plan kitchens are increasingly popular so products need to look good; 30% of those who bought kitchen appliances in the year to September 2015 say they looked for a modern look when purchasing. Manufacturers have responded to this trend by offering more colour in their ranges; for example, Kenwood has added to its classic white and metallic finishes with the new Chef Sense Colour Collection, available in pink, green, yellow and blue pastel shades. There is also a trend for consumers to seek out added functionality and versatility, as this creates ease of use and greater sophistication in terms of the recipes that can be created. The longevity that tends to come with quality machines also appeals to consumers as the trend is away from 'buying cheap and buying twice'.

Left: Kenwood has added to its classic white and metallic finishes with the new Chef Sense Colour Collection, available in pink, green, yellow and blue pastel shades.

Consumer FAQs

Who buys cake prep equipment? Traditionally the consumer has been mainly women aged 40+ but the consumer age has been getting lower, with many young people with young families baking at home. The huge number of TV programmes, cookery books, lifestyle blogs, Instagram food images and magazines on the market has also broadened the appeal of cakemaking to include all age groups. Baking has evolved significantly in recent years and health has become an increasingly prevalent consideration for consumers when preparing cakes. The rise in healthy baking and healthier cake ingredients is also attracting new, more health-conscious, consumers to cake preparation for the first time.


Q: I'd like to start making cakes but these machines look very complicated. A: Although they use advanced technology, modern machines are designed to be easy to use, and all come with straightforward instructions. Once you've got the hang of the main functions, mixing a cake can be a simple case of combining all the ingredients in the bowl and switching the machine on.

Q: What are the benefits of using a stand mixer rather than doing it by hand? A: The main benefits are: - speed. Cake-making by hand can be messy and time-consuming; - consistency of results with no effort. In theory, a recipe will turn out the same every time you make it;



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Cake making

Merchandising tips l In the current economic climate, with the rise in internet shopping, high street stores are struggling to drive sales. But there are still plenty of opportunities for independent retailers to make the most of demand for small domestic appliances, and merchandising plays a key part in this. After all, no website looks as attractive - or is as fun to shop - as a beautifully arranged store. l Organise demonstrations. The chance for consumers to interact with and touch products is a very compelling route to purchase. This was proved as long ago as 1950, when Kenwood launched its ďŹ rst Chef at the Ideal Home Exhibition. After the show, which featured a demo by founder Kenneth Wood, Harrods hired an in-store demonstrator for one month and by the end of the ďŹ rst week the whole stock had sold out. The principle is as true today as it ever was, and Kenwood has a team of demonstrators in larger John Lewis stores and Harrods. l Allow plenty of time before a demonstration to set up and prepare the food so that everything you need is at hand. The demonstration area must be clean and tidy at all times. During the demonstration, speak clearly and slowly and take time to demonstrate the key features, ensuring that you highlight what makes the product unique. l Don't forget to let customers taste the end result. l Present products by range, with products from the same lines being grouped together to highlight their colour and style credentials, creating eye-catching displays. l Why not offer a range of cookery books? Seeing a mouthwatering recipe can make customers want to buy the equipment they need to make it. Conversely, people who buy a food mixer might pick up a book to give them ideas for what to make. l Similarly, consider stocking other cake-related items within easy reach, to get customers interested in the whole cake-making arena and to encourage cross-selling. There are all kinds of accessories, gadgets, clothing and ingredients that are relevant to making cakes. l Suppliers offer a variety of resources and training to help retailers become experts in selling kitchen machines, so ask your supplier for advice.

- ease of making large amounts. It's just as easy to mix six eggs as it is to mix one; - better control of the mixing process, through functions such as 'pulse and fold'.

Q: Are mixers just for cakes? A: No; they can also be a great help for making breads and brioches because they perform the tedious kneading task for you. There are also more than 25 optional attachments available for the Kenwood kitchen machines, including a meat grinder, pasta roller, food processor, glass blender and juicer.

Q: How easy are mixers to clean? A: All parts that do not include a motor or geared parts are dishwasher safe for easy cleaning.

Q: Can I buy spares and additional attachments for my machine? A: Suppliers of major brands will happily supply spares and additional attachments. Contact the customer service department via the company's website.

Q: My machine's quite old. How can I get it serviced? A: Reputable manufacturers offer servicing through authorised service agents based throughout the UK. The customer service department can advise on who to contact.

Q: What is the difference between a Chef and a Major or XL?

Top: Products need to look good as many consumers say they look for contemporary style when purchasing. Middle: The new glass bowl allows the user to clearly see what they're mixing. Left: More power has been added to the Chef Sense XL, which now reaches 1200W.

A: The only difference is that the Major/XL has a bigger motor size and bowl capacity.




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Cake making

Inset: Consumers often like their small kitchen appliances to complement the dĂŠcor of their kitchens.

Below: The first Chef, launched in 1950, sold out at Harrods within a week thanks to in-store demonstrations.

Proactive selling questions l What do you enjoy most about making cakes? People make cakes to delight others and provide homemade, healthy alternative to store bought. Many like the fact that they know what’s in their cakes and can avoid preservatives and other unwanted ingredients. l How often do you make cakes? Frequent cake-makers will be impressed by how much quicker the process can be using a machine. l What would you use a mixer for? Depending on their requirement (making cakes, biscuits, pizzas, sausages, pasties, pasta, soups, for instance) they may appreciate knowing that they can buy additional attachments to personalise their machine. l How often will you be using it? Different models might be appropriate, depending on whether the machine is going to be used every day or just once or twice a week. l What capacity do you want the product to have? If they have a large family or entertain a lot, they may want a larger machine while a young couple starting out may need a machine with a smaller capacity. l What is your budget? Kitchen machines are available for different budgets, with optional attachments that can be added on later.



TSB Verdict With the current interest in home baking coinciding with the continued trend for healthy eating and the move away from pre-packaged food to cooking from scratch, the age-group of potential buyers of machines is broadening. That means there's never been a better time for retailers to promote these multi-functional kitchen machines.


Versatility that creates more

Blend, blitz, extract, dice, mix, juice, whisk, grate, grind and roll. You can do it all with the versatile and easy to use Kenwood Chef Sense. With 20+ optional attachments and built-in intelligent control, there are countless recipes out there to create. Visit to find out more.

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Ceramic non-stick cookware

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Retailer insight “We were among the first retailers to carry ceramic non-stick coated cookware when it arrived on the UK market and we have witnessed a growing interest and understanding in the category by consumers. We find that once the health and eco benefits of the cookware are explained – for example, you need relatively little oil to cook with – consumers really buy in to the whole concept of ceramic. As a category, it is becoming much more established and is now an important part of our offering in cookware both in-store and on-line. We see that continuing. The key to its success is staff knowledge gained from supplier training and in-store communication so the consumer understands that ceramic non-stick can be a good alternative to traditional non-stick coatings.” Nicola Hattersley, cookshop buyer, John Lewis Partnership

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The Cookware Company is a global cookware manufacturer with worldwide brand presence. GreenPan is a Belgian brand with an international reputation, it’s the brainchild of two school friends: Jan Helskens and Wim De Veirman. Upon discovering that traditional non-stick pans released toxins when overheated and used PFOA (PerFluoroOctanoic Acid) during the manufacturing of the coating, they set out to create a new alternative. They found the perfect material for their range: the trademarked ceramic coating Thermolon, which is heat-resistant up to high temperatures so if you accidentally overheat your pan, even up to 450°C, no potentially harmful fumes will be released and the coating will not blister or peel. GreenPan became the first brand to launch PTFE-free non-stick cookware into the market. GreenPan continues to evolve ceramic non-stick, with the R&D team constantly coming up with new ideas and pushing the boundaries of healthy technologies. The coating is now in its fifth generation with the launch of Infinity Professional, which is a ceramic non-stick enhanced with diamonds for additional durability and performance. This takes ceramic non-stick to a whole new level!

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Ceramic non-stick cookware Inset: Jan Helskens and Wim De Veirman, whose idea for a PFOA-free alternative to traditional non-stick pans was behind the success of GreenPan. Bottom: The benefits of ceramic non-stick are available in all shapes and sizes of cookware, including griddle pans.

mic's a r e C a non-stick cert Market overview


About 70% of the cookware sold in the UK is non-stick coated but since these coatings were first pioneered in the mid-1950s, no new coating was found until GreenPan launched the first ceramiccoated non-stick pan in 2007. This coating has been revolutionary in the US, where 53% of consumers now say they would choose a ceramic-coated non-stick product (source: HomeWorld, Consumer Forecast 2014). Whether it is health or the environment that drives the consumer’s purchase decision, or just the convenience of having a superb coating, many specialist cookshops and department stores have given increasing shelf space to ceramic non-stick.

The whole category of ceramic-coated non-stick cookware is in itself an innovation. It was developed by Belgians Jan Helskens and Wim De Veirman, who were looking for an alternative to traditional non-stick pans, which released toxins when overheated and at the time used PFOA (PerFluoroOctanoic Acid) during the manufacturing process. Ceramic is heat-resistant to 450°C on the hob, so various cooking techniques such as searing and stir-frying, performed without worrying about accidentally overheating your pan, can now be done safely in a nonstick pan. Ceramic has proven non-stick properties – exceptional hardness, durability and food release, and GreenPan’s fifth generation of Thermolon, Infinity Professional, is enhanced with diamonds which are one of the hardest materials known and are intrinsically non-stick. Infinity Professional is the most durable coating so far and is metal-utensil safe. The trend towards induction hobs has also been responded to: trademarked Magneto technology allows consumers to get all the benefits of ceramic non-stick on all shapes and sizes of cookware including grill pans.




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Ceramic non-stick cookware

Merchandising tips l Present a range so the consumer can see the whole story. l Make the most of supplier training, point-of-sale materials and leaflets. These really help in explaining to consumers why ceramic non-stick is a strong alternative to the more traditional coatings. l Use in-store videos from suppliers to explain the benefits in an eye-catching, visual way.

Care and use • Use a low heat. Maybe the most important thing to remember about ceramic non-stick cookware is that it conducts heat much more efficiently than traditional coatings, thanks to the ceramic non-stick layer. This gives the same crispy frying results with with a lower heat setting and no need to pre-heat either. • There is no need to 'season' the pan; just use a little oil or butter when frying, but avoid extra virgin olive oil and sprays as these 'carbonise' – in other words, burn - very quickly when the pan is heated. • It sounds obvious, but don’t leave an empty pan on a hot burner. • Avoid using metal utensils or cutting food in your pan. Doing this can create small cuts in the coating where food and oils can get stuck and carbonise. Wooden, silicone or nylon utensils are all great to use with ceramic non-stick. • Allow cookware to cool completely before washing to avoid thermal shock. Clean with warm soapy water and a soft sponge to make sure the interior is spotless and when storing, place a protective sheet in between the pan and other kitchen items to minimise wear and tear.

Above: Magneto features locked-in ferromagnetic particles reinforced with copper for superior heat transfer.

Above: Graphic showing the features of ceramic non-stick.

Proactive selling questions l Have you heard of ceramic-coated non-stick cookware? l Can I explain how it‘s different from traditional non-stick? [Allows the customer to see and feel the differences between ceramic and PTFE coatings.] l Have you read the press reports about possible health risks associated with accidentally over-heating traditional PTFEbased non-stick coatings?

Inset: Ceramic has proved to be a revolutionary coating, the first new development since non-stick was pioneered more than 60 years ago. Pictured is the Rome pan.




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Ceramic non-stick cookware

Inset: Cookware made of stainless steel or induction-compatible aluminium can be used on an induction hob.

Who buys ceramic-coated cookware? Ceramic non-stick cookware appeals to a wide consumer audience but in particular to those who are health and eco-conscious. The fact that Thermolon ceramic non-stick eliminates the risk of any toxic fumes being released scores highly with those keen on what's best for their families, while the 'green' nature of its manufacture appeals to those interested in the environment.

Consumer FAQs Q. What is ceramic non-stick A. Ceramic nonstick is a coating used on all GreenPan non-stick cookware. It does not contain any PTFE, PFAS, or PFOA, lead or cadmium and is derived from sand. It has been transformed into a sprayable solution and then cured onto the pan.

Below: Some ceramic cookware can be used in the oven as well as on the hob.

Q. Can I use my ceramic cookware on induction hobs? A. If it is stainless steel or induction-compatible aluminium, yes. Check the packaging or the base of the pan for the induction symbol. Q. Can I use metal utensils? A. For most ceramic non-stick cookware we recommend using not metal utensils but silicone, wooden, nylon or bamboo. When GreenPan’s Infinity Professional coating is introduced later in the year, this will be metal utensil-safe. Q. Can I use my ceramic cookware in the oven? A. Yes, but check what material the handle and body are made from as that determines whether it is oven-safe. Details will be on the packaging or leaflets.




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Ceramic non-stick cookware

Above: The pans come in a variety of shapes and sizes. Right: Ceramic conducts heat much more efficiently than traditional coatings, so the same cooking results are obtained using a lower heat setting. Below right: Ceramic-coated cookware can be used for all kinds of food.

TSB Verdict Consumers' growing interest in healthy eating – fired by the media’s ongoing interest – is provoking more consumer concern about traditional PTFE non-stick cookware and awareness of ceramiccoated cookware as an alternative. This makes it increasingly a category in its own right. Its share of the total cookware market is currently small but growing; specialist cookshops and department stores nationwide have seen ceramiccoated non-stick coatings become an integral part of their cookware proposition. It appeals to cooks who are interested in healthy cooking as well as the environment, and to those who are attracted by new concepts – and the technology continues to evolve. GreenPan, Magneto and Thermolon are all registered trademarks




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Retailer insight "Coffee machines remain a staple category in small domestic appliances, as customers want to bring the coffee culture into their homes and upgrade to more artisan made coffee as an everyday luxury. While single-serve coffee remains the biggest segment of the market, we are seeing good growth in espresso and bean-to-cup machines as customers trade up. The coffee category in store can be daunting and confusing for customers as there is a wide choice of solutions and price points. The best way to merchandise the coffee category is to guide the customer through the main types of coffee machine: single serve, espresso, filter and bean-to-cup. Good service means clearly showing the pros and cons of each type of machine, how each best fits the customer’s lifestyle and what benefits they are getting for their money. To add interest and enhance the category, I believe merging non-electrical coffee makers with SDA coffee machines is where coffee comes to life in store to create a full coffee experience." Christabel Biella, buyer, Brands & Concessions, House of Fraser

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De’Longhi has a strong manufacturing heritage. A manufacturer of quality, innovative and stylish home appliances, De’Longhi has been a high-profile Italian brand for more than 100 years and is famous for making premium Italian coffee machines for truly authentic coffee. The company is known for Italian design and passion. Its instantly recognisable products are unique in their design and renowned for their quality. Combine this with De’Longhi’s technical expertise and ability to innovate and you have products that truly stand alone. Still located in Treviso, Italy, De’Longhi continues to develop innovative products that meet everyday domestic needs; from premium coffee machines, kettles and toasters to air purifiers, radiators and dehumidifiers.

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Caffeine fix Right: The growing popularity of espresso-based coffee has boosted sales of the equipment used for making it in the home. Below right: The Eletta machine features a one-touch button to serve the ‘flat white’ drink option as well as other coffee shop favourites.

Market overview The growing popularity in the UK of coffee shops and of Italian, espresso-based coffee has had a knock-on effect on sales of the varied equipment used for making it in the home. The bean-to-cup market saw the most growth in 2015 with a 24.8% increase in overall sales value, according to GfK. This highlights the increasing consumer demand for barista-quality personalisation at home. Many consumers seek out quality, reliable brands because they want to invest in products that will last longer, look good and offer long-term value for money. And De’Longhi is the world leader in espresso coffee makers with a 44.2% value share of the espresso coffee market in 2015.

Innovations Innovations in this type of product revolve around the ongoing search for the 'perfect' personalised coffee dispensed from a fully automatic machine, and technology has meant continuing developments in the way machines are made. Personalisation: De’Longhi has launched the world’s first smartconnected bean-to-cup coffee machine, the PrimaDonna Elite. Operated by the Coffee Link app on any smartphone or tablet, the PrimaDonna Elite makes it easier to personalise the perfect brew. Latte Crema: De’Longhi’s LatteCrema milk technology is built into a patented, auto-cleaning and milk-frothing carafe that fits onto beanto-cup coffee machines. LatteCrema creates the perfect ratio of liquid and froth for the ultimate in dense, luxurious milk micro-foam. The bubbles it produces are so dense that the sugar will rest on the top of the milk. This kind of technology allows the Eletta Cappuccino Top coffee machine to feature a one-touch button to serve the ‘flat white’ drink option as well as other coffee shop favourites. Doppio+: This dedicated button on the Autentica and Elite range of De’Longhi bean-to-cup coffee machines allows the user to serve a double shot espresso for an extra energy boost without the bitter taste. This is made possible by the patented infuser (brewing unit) design, which brews a 15g shot then pulses water through the coffee to extract the best of the aromas, flavours and extra caffeine.




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Coffee-making Left: The PrimaDonna Elite is the world’s first smart-connected bean-to-cup coffee machine.

Merchandising tips l Display manufacturer literature. This helps customers find the machine that best suits their needs; there are so many machines available that you need to be sure the customer leaves the shop with the machine that’s right for them. l Draw attention to the best machines. Over half (52%) of consumers consider the quality of the coffee machine in relation to the price when selecting their machine. Deploy manufacturers' point of sale material and ambient spotlights to draw the customer's eye to the top models. l Do demonstrations. Ease of use and flavour are among the most important selling points as far as consumers are concerned and demonstration is the key to relaying these benefits and to trading up customers. So, if you don't already do so, organise some instore demonstrations. The chance for consumers to interact with and touch products is a very compelling route to purchase. Don’t forget to let the customers try the end result so they understand they can create real Italian coffee at home. l Cross-sell. Where coffee machines are part of a broader product range (for example, matching-design toasters and kettles), display them with the matching appliances to maximise link-sales opportunities. Some eye-catching displays can be created this way. l Offer extra information. Satisfy consumers' thirst for knowledge with a resource like the De’Longhi Coffee Expert mobile app. This provides a wealth of resources, including recipes, information on coffee's origins and coffee-making tutorials. It also features a fun ‘coffee calculator’ which illustrates how much money can be saved by making coffee shop favourites at home. Left: Eye-catching displays can be created by cross-merchandising coffee machines as part of a broader product range.

Trends As a nation, we’re now enjoying an average of 3.2 cups of coffee per day and the trend is very much for 'real' (espresso-based), freshly ground coffee, as opposed to instant – in fact, according to a Censuswide survey in 2015, 14% of British people said they would look down on friends or family if they served instant coffee. Fresh is best: This is borne out by the experience of coffee machine manufacturer De'Longhi that the main driver for purchases of bean-to-cup machines is the fact that they use fresh milk and fresh beans. Upgrading the old: Many people who have owned a first-generation pod and capsule machine are now looking to upgrade to a machine that gives them the choice of using fresh beans. This is shown in recent double digit bean-to-cup value and volume growth figures. Personalisation: This is another key trend as one in three (29%) British consumers now personalise their coffee; strength, temperature, milk to coffee ratio and quality of the beans are the most important factors. Serious about coffee?: These trends make it important for cookshop sales staff to learn as much as they can about coffee and the benefits of different machines so as to trade customers up and take advantage of the market demand. Customers are more savvy than ever about coffee so it is crucial to understand and appreciate every step, from the types of coffee beans to how to use machines to make the perfect coffee.


Inset: The De’Longhi Coffee Expert mobile app is a great source of information on all aspects of coffee.

Proactive selling questions l What type of coffee do you generally prefer: milky drinks or plain black Americano or espresso? For milky drink preferences some machines feature a built-in carafe delivering coffee at the touch of a button, while others feature buttons for serving specific drinks. l What type of coffee would you prefer to use: fresh beans or fresh ground coffee, or capsules or pods? If the preference is for fresh beans or fresh ground coffee, the customer should consider a bean-to-cup or a traditional Italian (pump espresso) coffee machine. l Do you prefer the taste of fresh milk or capsule milk? Some customers do not like the taste of capsule milk, which tends to be treated to last longer, and therefore has less flavour than fresh milk. l How much time do you have to prepare coffee? Those customers that are short of time may like the one-touch convenience of a bean-to-cup or capsule/pod system. For more creative, hands-on, barista-style coffee making, a traditional Italian machine will be better. l Are you serious about coffee? Only certain machines allow the flexibility to select a choice of coffee. Find out more on the Coffee Expert app with ‘find my ideal coffee’.



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Consumer FAQs Q. How can I make a perfect, rich milk froth? A. Use skimmed or semi-skimmed milk at refrigerator temperature (5°C). If using a bean-to-cup machine with a milk carafe you can set your preferred froth level. Alternatively use the milk frothing wand to use steam to heat and froth fresh milk to a micro-foam, taking care not to heat the milk above 65-70°C. To watch a barista video on milk frothing visit

Inset: The Latte Crema technology is built into a patented, auto-cleaning and milk-frothing carafe that fits onto bean-tocup coffee machines.

Q. How frequently should I descale my machine and with which kind of descaler product? A. The harder the water and the more often a machine is used, the more frequently a machine should be descaled. The Coffee Expert app for Android/Apple mobiles has a map of water hardness in the UK. Bean-to-cup machines, and most pod/capsule machines, are equipped with a descale alert. Traditional Italian pump machines should be descaled after about 300 coffees or as soon as the machine's original performance reduces. Always use the manufacturer's descaler only and never use sulphamic- or acetic-based descalers. Q. How can I choose or modify the coffee temperature? A. On bean-to-cup machines you can set your preferred coffee temperature level. To reach a perfect in-cup espresso temperature try pre-heating the cup with the cup warmer (if present) or with hot water. Before dispensing the first coffee, it can be useful to dispense some hot water, or run a rinsing cycle in order to warm up the system. If coffee is still not hot enough, the machine probably needs descaling. Q. Can I use any ground coffee to make an espresso? A. For the best balance of flavours and aromas it is recommended that only coffee ground for espresso machines is used; espresso requires a specific range of ground coffee coarseness, which is different to filter coffee or moka coffee. Different grinding levels, even in the espresso range, can result in different flavour profiles. On bean-to-cup machines you can set your grinding level and taste preferences. The finer the grind the more intense the flavours and aromas will be in the cup. Crema may also become thicker. With traditional Italian (pump espresso) machines, the in-cup coffee flavour (stronger or weaker) can also be adjusted by pressing (tamping) more or less, respectively, the ground coffee inside the filter holder.



Above: Modern machines make it easy to personalise the particular style of coffee desired.


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Types of coffee

Types of coffee drink

Coffee beans

Espresso: A strong 25ml shot of intense coffee. Americano: Espresso with extra hot water. Cappuccino: A shot of espresso with hot and densely frothed milk. Normally made up of 1/3 coffee, 1/3 steamed milk, and topped with 1/3 milk froth. Caffé latte: Similar to a cappuccino but different proportions: normally 1/3 espresso and 2/3 steamed milk, topped with a dollop of milk foam. Flat white: Similar to the latte, sometimes served with a double shot of espresso and with a thin layer of micro-foam. Macchiato: A shot of espresso with a dash of hot milk or dense froth on top. The addition of milk softens the intensity of the neat espresso. Mocha: A latte with added cocoa powder. Exclusive De'Longhi bean to cup recipes: The Doppio+ is a double espresso for an extra energy boost and without the bitter taste; Cappuccino+ is cappuccino made with a Doppio+; and Long is a low-pressure espresso brew for a smooth filtercoffee flavour. For more coffee recipes, download the De’Longhi Coffee Expert app.

There are three major commercial varieties of coffee: the Robusta, Arabica, and blends of these two. Arabica: Grows best in altitudes beyond 3,000 feet above sea level. These plants are considered a highquality bean and produce very flavourful and aromatic coffee. Arabica plants are harder to grow and are more expensive. Robusta: Grows best in altitudes that are below 2,000 feet above sea level. Robusta tends to have simpler, more punchy flavour and aroma than Arabica. This bean is not usually used in gourmet coffee roasts, however it has twice the caffeine of Arabica and is often blended with it in small quantities to provide a more intense coffee experience with a thicker crema. Blended: Coffees from different regions around the world can have very different flavour profiles, much like wine. Blending complementary varieties of coffee can give the ultimate taste. To find out more, visit:

Ground coffee Coffee can be ground to differing coarseness. A finer grind makes for a stronger coffee (essential for an espresso) with a high caffeine content. It requires a highpressure coffee machine system (up to 15 bar) to force water through the coffee. A fine grind delivers a thick ‘crema’ to the coffee and mixes well with lots of milk to make lattes, cappuccinos and more. A coarser grind produces a milder coffee (essential for filter coffee) with a lower caffeine content. It can be brewed with a low-pressure machine system (through filter paper). Burr grinders give the more consistent and best grind. Blade grinders tend to be cheaper and offer mixedground results. De’Longhi bean to cup machines have an in-built burr grinder, which can be adjusted for the perfect taste.

Capsules and pods Easy Serving Espresso (ESE) pods: these are small portions of ground, compressed coffee pre-packaged in filter paper. They contain the exact amount of coffee needed to make an espresso. Compatible traditional pump machines have a dedicated filter for ESE pods. Nescafé Dolce Gusto pods: These contain either ground coffee or dried milk powder. The ground coffee portion is used to make the espresso, whilst hot water is added to the dried milk capsule by the machine and frothed into the cup. Pods can be bought from most supermarkets and there are more than 30 different varieties to choose from, including non-coffee options such as chococino and chai tea latte. Pods are not currently recyclable. Nespresso capsules: These are like pods in that they contain a single portion of ground coffee, but they differ from pods in that the coffee is packed in foil that is recyclable. There are more than 20 varieties to choose from. Fresh milk can be frothed separately - De’Longhi's Lattissima Nespresso machines use a patented carafe system, which heats and froths milk directly to the cup prior to the coffee being served. It has an auto-clean function too, so the carafe can be returned straight to the fridge after use. Other machines need to be cleaned after each use to avoid the milk burning next time the machine is used.


Top right: The Doppio+ is a double espresso, made using an option on the Autentica and Elite range of De’Longhi bean-to-cup coffee machines. Right: Doppio+ and Long are among the drink options offered by De'Longhi machines.


TSB Verdict The ongoing popularity of freshly made coffee means coffee machines, especially at the premium end, are a muststock for cookshops. Product knowledge is key, so that staff can explain to customers how they can use machines to make the perfect coffee, and knowledge of different types of coffee is also important. Maximise sales by holding demonstrations so customers can see how the machines work and, perhaps more importantly, smell and taste the result.


Consumers demand for better coffee Whilst coffee makers continue to see double digit growth, Bean to Cup continues to deliver the most rapid growth in both volume and value sales in 2015 within the category**.

De’Longhi - Italian Design and Passion De’Longhi has mastered the art of coffee preparation with the unique Italian know-how for artisan coffee. With a De’Longhi bean to cup consumers can bring Barista quality to the home, serving the perfect coffee taste and all at the touch of a button.

Discover more at: or call: 02392 392555 **GfK RT GB, Hot Beverage Makers Market, Volume & Value Sales Dec 2014-Nov 2015, compared to other Espresso and Filter markets

*Source: independent research institute, value sales leader from Jan to Dec 2015


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Hard anodised cookware

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Retailer insight “Hard anodised cookware is one of the newer substrate of cookware in the market, compared to cast iron and stainless steel. We are seeing a trend in the market for our hard anodised ranges. Consumers buy into the product for its look, feel and durability. We are finding once a consumer uses hard anodised, they will not use any other product. We have now have added a larger selection to our anodised range as it has become very popular, giving our consumer a choice. The Raymond Blanc range of saucepans and fry pans are stylish and particularly popular within our bridal department. The Circulon range of fry pans are our top seller.” Liz Matthews, kitchenware buyer, Arnotts, Dublin

This section is kindly sponsored by

Meyer is a world leader in culinary innovation, a name synonymous with premium-quality cookware that has been welcomed into kitchens around the world for over four decades. Producing more than 40 million pieces of cookware every year, we are pioneers in our industry: we were the first to put non-stick on hard anodised cookware, and the first to introduce Hi-Low grooves to non-stick coatings. Our reputation as market leader has been built on strong design and manufacturing expertise across a broad portfolio of brands trusted by chefs across the globe, which include Ruffoni, Anolon, Circulon, Raymond Blanc, Cake Boss, Meyer, SilverStone and Prestige. 2016 sees the introduction of two new cutting-edge ranges to mark Circulon 30th. Circulon Momentum will extend the brand’s hard anodised offering as well as adding another stainless steel cookware option to the collection. It also has matching 0.6mm bakeware that features the TOTAL food release system and is dishwasher safe, plus nylon-head tools for added collectability.

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Hard anodised cookware

Tough times

Market overview The housewares category has suffered from subdued demand in recent years. Due to the climate of austerity consumers are delaying replacement purchases while lack of opportunity for young consumers to set up home The cookware market remains the biggest section in the category, according to retail research agency Conlumino. Having been affected by the stagnant housing market, the cookware sector is set to be reinvigorated by a housing recovery. Coupled with growing interest in cooking and dining at home, this is likely to generate increased demand for superior-quality cookware, especially that from trusted brands. It’s expected that the market will grow by around 8% in value by 2018.

Above: Asking them about how many people they cook for and what sort of hob they have is a way to engage customers in conversation about cookware. Inset: The robust, urban look of hard anodised fits well in modern kitchens. Pictured is Circulon Momemtum.

Innovations Truly innovative cookware products provide superior performance over an extended period of time and establish themselves as kitchen essentials. Inspired by eating trends, consumer habits and modern technologies they balance aesthetic appeal and functionality, offer solutions to common cooking issues, and appeal to both aspiring and accomplished cooks. Innovations in the sector have been happening for many years: notably, in 1986 Meyer was the first to apply a nonstick coating to hard anodised cookware, establishing a new benchmark by which all non-stick cookware would be measured in future. Subsequently, various technologies have been developed to further improve cookware performance and durability. For example, Meyer's latest addition, Circulon Momentum, has a heavy-duty, hard anodised construction that is twice as strong as stainless steel, while the 'ground-breaking' three-layer non-stick technology promotes quick and even heating with outstanding cooking performance. Innovative features include comfortable, easy-grip handles that help prevent the hand from sliding too far down the pan. The new Circulon ranges feature the TOTAL Hi-Low food release system, which uses raised circles that reduce abrasion and increase the non-stick durability without trapping food. The product carries a lifetime guarantee and the brand promise that the supplier will change the product free of charge if the non-stick fails customers' expectations.




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Consumer FAQs Q. What is hard anodising?

Inset: Consumers are increasingly looking for professional-quality cookware like this Anolon pan.

A. Pre-formed aluminium is immersed into a diluted chemical formula at specific temperatures and charged with an electrical current. This changes the molecular surface of the pan, making it less porous and much harder (twice as hard as stainless steel). The process requires significant investment in manufacturing equipment and automation, and close control of all the elements (time, temperature and the chemical solution).

Q. Why should I consider hard anodised cookware? A. It's twice as strong as stainless steel with superb heat conduction – hard anodised pans heat up quickly with no hotspots. Cookware with a thicker gauge helps the heat spread evenly over the whole surface, not just the base.


Q. Is it worth paying more, honestly?

Conlumino figures for 2014 show an unabating consumer appetite for cooking. In a six-month period, 85.1% of us prepared a family meal, while more than half watched TV cookery shows, baked at home, or looked up recipes online. More than a quarter cooked for a dinner party, while 23% bought a cook book and 2.3% took cooking or baking lessons. This is good news for the industry, particularly as consumers look for products that will consistently give superior performance. As recessions end, consumers tend to look for better-quality products and trusted brands, so quality cookware is ideally positioned to take advantage of the emerging trends. Keen cooks of all ages are using social media sites like never before. They take pride in showcasing their culinary creations online, and use popular platforms like Facebook, Twitter and Pinterest to seek advice, to gain inspiration and to share recipe ideas or product recommendations. Manufacturers and retailers can capitalise on this trend through creating branded social media channels to allow a new level of connection with consumers. Meanwhile, TV cookery shows remain very influential on consumers’ interest in food and cooking. The demand for smart, stylish and innovative products is greatly led by the techniques, skills – and cookware – that consumers see on TV. Those who like to cook and be creative in the kitchen naturally want the best available tools, and will often choose the equipment they see on these programmes. Leading brands can also be found extensively in restaurant kitchens and cookery schools, which also helps to create consumer demand and develop brand awareness. Product endorsement from a chef they respect gives consumers added confidence to purchase cookware. So many manufacturers work with well known chefs to develop product ranges; for example, Meyer and Michelin-starred chef Raymond Blanc worked together to develop his own range. Such collaboration between manufacturing expertise and creative input aims to result in optimum performance and reliability for both professional chefs and passionate home cooks.


A. Yes, if you want great performance over an extended period you will be extremely satisfied with your choice. Hard anodised cookware is typically positioned at the moderate to high end of the price range; there are cheaper options but buying cheaper cookware is often a false economy.

Q. Which pans do I need? A. With an overwhelming array of sizes and types available, choosing the right ones for you really depends on your lifestyle and expectations in terms of performance and price. Think about how many people you cook for, what sort of hob you have, and whether you're starting from scratch or adding to a set. Various speciality cookware pieces and seasonal items are available that may be worth considering.

Q. Will non-stick hurt me if digested? A. Non-stick materials are non-toxic and pose no health risks. Even if ingested accidentally there's no danger. Most brands' non-stick coatings are also PFOA free, for added peace of mind. Right: Anolon Nouvelle features an induction compatible base made of layers of aluminium and copper finished with a stainless steel cap.



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Hard anodised cookware

Merchandising tips

Right: Offering a wide variety of types of pan builds collectability. Pictured is the Circulon two-in-one chef's pan and egg poacher.

l To merchandise a hard anodised cookware range properly you need to communicate and emphasise the features and benefits of the products effectively. The benefits of hard anodised cookware are its fast, even, heat distribution and the fact that it is twice as strong as stainless steel. You could mention that it was originally developed for the demanding restaurant trade – a fact customers may not be aware of. Price is another consideration you have to communicate effectively so that customers can appreciate the product features and benefits, including the convenience of non-stick. One important point is that cheaper products are often a false economy. Pans are an essential ingredient in the cooking process, their choice will affect the quality of food they prepare and inevitably cheaper products of inferior quality will need replacing sooner. l Point of sale material can really bring the hard anodised section to life. For example, Meyer's integrated POS system includes innovative and space maximising ideas supported by consumer advertising and other promotional material, and the company offers a comprehensive in-store fixture programme to help merchandise products and make the experience more interactive for consumers. l Live demonstrations in store are a great way to showcase quality products at their best. Be approachable, knowledgeable and encourage customers to plan their purchases over time to build brand loyalty. l Packaging is key when it comes to communicating features and benefits. So look for products that are stylishly packaged with easy-to-navigate features and benefits, together with cooker suitability symbols and comprehensive details of guarantees. l Most cookware is purchased in store, with customers looking for a 'touch friendly' approach. So as much as possible, product displays should provide easy access for customers and encourage them to touch and feel. Above: Recent additions to the Circulon range include a paella pan. Most people are rightRight: Professional-standard Anolon cookware can be handed, so make sure all found in restaurant kitchens and cookery schools. handles are to the right, and encourage your customers to pick up and feel the quality of each piece. l Stocking a comprehensive range from one of the world’s largest manufacturers gives your customers the confidence that they can buy one or two items now, then add to their collection over time. This builds all-important brand loyalty. l Be mindful that customers often choose specific retailers because they stock a wide choice of innovative and interesting products across a good selection of brands. If you run out of stock, they will simply look elsewhere. Check that your supplier has a distribution system that ensures good stock levels, giving customers consistent opportunities to see and try out products, increasing your chances of sales. l Encourage add-on sales and collectability with speciality pieces and accessories like knives, utensils and gadgets. l Educate and inspire your staff with training so they can help consumers make a purchase. Leading manufacturers, such as Meyer, offer training sessions to help educate sales associates on the benefits of the different substrates available. l For customers purchasing online, buying guides are invaluable, as are recipe ideas that demonstrate how different products can be used to produce a finished result.

Left: The non-stick surface on these Circulon pans features raised circles that reduce abrasion and increase the non-stick durability without trapping food. Right: Circulon's cast stainless steel handles with silicone provide a confident grip and are oven safe to 180°C / 350°F / Gas Mark 4.




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Hard anodised cookware

Who buys hard anodised cookware? Target customers are many and varied: accomplished and aspiring cooks, people who enjoy cooking and creating in the kitchen, housewives/mothers, men and women who want to share their love of food with friends and family whether hosting formal dinners, casual entertaining or merely satisfying their family. The trend for people to spend more social time in the kitchen and the preference for home cooking over eating out has broadened the cookware buying population. For many people cooking is a hobby and they want the best they can afford to make the hobby more enjoyable and satisfying. Some, of course, are buying because their current pans are in poor condition and need replacing. They’re often looking for better quality pans that will stand the test of time. Many have previously used stainless steel or aluminium pans, are looking for something different and perceive hard anodised pans to be an interesting and good-quality alternative.

Right: Stocking a comprehensive range gives customers the conďŹ dence that they can buy one or two items now, then add to their collection over time.

Proactive selling questions l Did you know this type of cookware is twice as strong as stainless steel? l Would you like professional-quality cookware for use at home? l Is it important to you that your cookware is safe to use with metal utensils? l What assurances do you need about the pan's durability and non-stick guarantee? Left: The Circulon chef's casserole is made in a way that the pan distributes heat evenly, eliminating hotspots that can burn food. The stainless steel base allows for induction suitability. Below: The Anolon Nouvelle range features a non-stick interior that's safe for use with metal utensils and that is PFOA free.

Below: The durability of hard anodised cookware comes from changing the material on a molecular level so it is an integral part of the pan, not a coating.

TSB Verdict Hard anodised cookware is a category whose durability and strength appeals to both experienced cooks and to those who simply appreciate the value for money inherent in buying cookware that's built to last. With effective communication of the features and beneďŹ ts, this is a category well worth stocking as part of a comprehensive cookware selection.

TOTAL is a registered trade mark.




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Induction cookware

Retailer insight “Over the last few years induction-compatible cookware has improved both in quality and depth of ranges. A kitchen fitting company recently told me that at least 95% of all kitchens that they fit in the South East have an induction hob. The energy efficiency is a very positive aspect of the purchase, as is having extra worksurface when not in use. Induction is an amazing way to cook, with cookers having all sorts of clever innovations such as ‘boil-dry shut-off’. The only difficulty when selling to induction owners is that the technology is not uniform across the brands. For example, different pans have differently sized bases and some hobs take only a 22cm pan. A roasting pan could be induction compatible but if the customer uses it to completely cover a hob it may well switch the hob off. So when customers are looking at induction pans for their new kitchen you should explain the pitfalls of getting the wrong hob for their requirements; sadly many kitchen companies do not seem to be aware and once the hole has been cut in granite work surfaces it’s too late. The hobs with more advanced functions can come with a hefty price tag, but the benefits seem to be worth their weight in gold, to many of my customers.” Sarah Wood, managing director, Trevor Mottram, Tunbridge Wells, Kent

This section is kindly sponsored by

For more than four decades, Meyer has been a world leader in culinary innovation, bringing premium quality cookware into kitchens all over the world. Since 1971, we’ve built our reputation as a world-class manufacturer on the strength of our design and manufacturing and a long history of technology and innovation. Our broad portfolio of brands is trusted by chefs across the globe and includes Ruffoni, Anolon, Circulon, Raymond Blanc, Cake Boss, Meyer, Silverstone and Prestige. As pioneers in our industry we design and innovate our products to ensure they are compatible with the latest trends in the kitchen. In recent years an increased appetite for induction cooking has seen more and more people buying induction compatible cookware, knowing that induction hobs are more powerful, more energy efficient, more controllable and safer than gas hobs. We recognise these benefits and our role is to design and develop cookware that continues to be compatible with modern hob technology for years to come. Our latest 2016 launch is for Circulon, which is celebrating its 30th year by launching the new cutting-edge Ultimum range, featuring an edge-to-edge induction-suitable base. 2016 will also see the launch of Prestige Dura Forge, an induction-compatible new range of durable high-quality, non-stick cookware.

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Induction cookware

On the hob Inset: Anolon Tri-Ply uses three layers of material over the entire vessel, not just the base, making it the ultimate cookware for induction cooking. Below: Changes in the kitchen hob market have meant increasing numbers of people buying induction-compatible cookware.

Market overview


Induction cooking is not radically new in terms of technology: it has long been widely used around the world, both by professionals and homeowners. But in the last few years the technology has improved and the costs of hobs have fallen, making this style of cooking more accessible; meanwhile, awareness of the benefits of induction cooking – it is more powerful, more energy efficient, more controllable and safer than gas – has risen. A further factor has been that most new home-building projects now specify for an induction hob as it is easier to install and safer to use. As a result of all this there has been a substantial change in the kitchen hob and cookware market, with increasing numbers of people buying inductioncompatible cookware.

There are many ways to combine metals to get the best out of cookware. In one method, a highly ferrous steel base is applied to an aluminium pan to make sure it works on induction hobs. Another method is the use of a base made from separate layers: 18/0 stainless steel on the exterior (the high ferrous content is great on induction hobs), aluminium in the middle (it’s a good conductor of heat) and 18/10 stainless steel on the interior (robust and easy to clean). For the best possible performance, there is a further method that uses the same layers of material but over the entire vessel, not just the base. Anolon Tri-Ply is an example of this technique, which offers outstanding performance and not only heats up but also cools down quickly. Other innovations from Meyer include Circulon Ultimum, which features an edge-toedge induction suitable base, and Prestige Dura Forge, which features an extra thick base and three-layer nonstick coating.




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Induction cookware

Merchandising tips l Within your cookware offering, ensure you have a range that is specifically designed for use on an induction hob – and that this is clear from the product packaging. l Have handy a spare magnet – to reassure a customer that the pan is magnetic, and thus suitable for use on an induction hob. l Have a portable induction hob on display so you can quickly demonstrate to the consumer that the pans will work. l Offer a full range of sizes for all ring sizes. l Have available a cut-out diagram or product to add interest when explaining how pans are constructed.

About induction cooking The hob contains an internal coil. When a pan with a suitable (magnetic) base is placed on the hob, a connection is established between pan and hob and the coil causes the pan to heat up. The hob itself does not get

hot, only the ring in use will get warm. Induction cookware needs to contain levels of ferrous metal (iron or steel), which enables it to be magnetised. The hob has a certain power rating (this can vary according to the brand) but the amount of power actually generated depends on the pan used, different pans being made of different metals and in different ways and containing varying amounts of magnetic material in the base. In other words, some pans are more energy efficient than others. The performance of a pan depends on three things: ■ the amount of magnetic material in the base; ■ how magnetic it is; ■ how it is distributed. Left: The Anolon red cast iron casserole is suitable for all hob types including induction. Below left, below and bottom: Whether they're made of stainless steel, cast aluminium or hard anodised, the thing all induction pans have in common is their magnetic bases.

Trends Consumers are increasingly concerned about energy efficiency, which means sales of induction hobs and induction-specific pans are rising. This trend is helped by the fact that more and more professional kitchens are switching to induction hobs, due to their speed and controllability, their ease of cleaning and the fact that they keep the kitchen cool (compared with gas). Some consumers struggle to recognise the difference between induction, ceramic and halogen hobs, as they look very similar; so it is essential they check the base of their cookware to see what kinds of hob it's suitable for.




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Induction cookware

Proactive selling questions l Can I show you what happens when you place this magnet against different types of cookware? l Did you know that induction cooking is more powerful, more energy efficient, more controllable and safer than gas cooking? l Have you ever wondered whether your existing cookware would be induction compatible?

Above: Above: More and more professional kitchens are switching to induction cooking. Pictured is the Raymond Blanc stainless steel pressure cooker, which is also induction suitable. Right: A typical induction hob will create about 25% more power than a large gas hob, while being far more energy efficient.

Carbon steel, iron and ferromagnetic (18/0) stainless steel are all good for induction cookware, even if they are coated. Aluminium or copper are unsuitable, as is non ferromagnetic stainless steel (for example 18/10 or 18/8). Different stainless steels contain different levels of ferromagnetic material: some have a strong attraction to a magnet and so are very induction suitable, while the ones with a low attraction may work on some hobs but not others. The most IH effective base is made entirely of the magnetic material, but many are made of a mixture of stainless steel and aluminium (for better heat distribution) and these Right: When a pan with a suitable (magnetic) base is placed on the induction hob, a connection is established between pan and hob, which causes the pan to heat up. Below: Pans that are specifically built for induction use, such as Prestige's new Insignia range, are likely to be more efficient than existing ranges adapted to be suitable for all hob types


work perfectly well. Although some pans have a full coating over the base which makes it impossible to see the material, other bases have two different shades of silver colour (bright silver for the steel and a dull matt for the aluminium). It might look either like a riveted plate or will be designed with a variety of shapes in-laid. (A base stamp doesn’t noticeably influence performance since there is very little magnetic field in the centre of the coil.) Each ring on the hob is suited to a particular minimum pan size and hob manufacturers normally state the minimum pan diameter suited for each ring. If the pan used is smaller than the minimum stated, the hob might not work – though some fully magnetic bases will. Some hob brands have been known to understate the minimum pan size required, so it's worth checking the user instructions. It is the magnetic flat base diameter which matters so, for example, a 30cm wok will typically have a base of 12-14cm diameter and would not work on a 30cm diameter hob ring. The thickness of the pan base as such does not affect whether the pan is IH suitable; what's important is how much magnetic material there is in the base. It's also important that the base is completely flat so that it is in proper contact with the hob. A frying pan that has been badly overheated, for example, might have a concave base and so not work properly.



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Induction cookware

Who buys inductioncompatible cookware? Customers who love technology and gadgets; those who appreciate the energy efficiency and cost savings this method of cooking offers; and those who want to ‘future proof’ their kitchens by buying the kind of cookware that works best with modern hob technology. These are all prime candidates for induction cookware.

Above left: Induction cookware appeals to a wide range of keen cooks, whether gadget lovers or energy-conscious consumers. Above right: Increased awareness of the benefits of induction cooking has boosted sales of compatible cookware such as Prestige's Stone Quartz frypan.

Consumer FAQs Q: Is induction more powerful than gas?

Q. Which materials are magnetic so can be used

on induction hobs?

A. Yes; a typical induction hob will create about 25% more power than a large gas hob.

A. Yes; according to the U.S. Department of Energy the typical efficiency of induction hob tops is 84%, while that of gas hob tops is only 40%.

A. Carbon steel, iron and ferromagnetic (18/0) stainless steel. Aluminium or copper are unsuitable, as is non ferromagnetic stainless steel (18/10 or 18/8). But remember this guidance applies to the bases of the pans only – the body of the pan can be made of any metal.

Q: Is induction more controllable than gas?

Q: So I don't need to buy pans from a specific range?

A. Yes; on some hobs you can even set the temperature you would like your food cooked to, and it will adjust the heat accordingly. This is particularly useful for cooking tasks that require a very controlled heat, such as melting chocolate.

A. Not necessarily; as long as the pans are marked as being suitable for all hob types including induction, they should work.

Q: Is induction safer than gas?

A. Check to see if the base is magnetic. If a magnet sticks well to the base they should work. If you’re not sure, contact the manufacturer.

Q: Is induction more energy efficient than gas?

A. Yes; there is no risk of a naked flame, the hob is not directly heated and the hob will switch off if a pan is not detected, or even if the pan boils dry. Below left: The base of the Anolon Nouvelle range features a layer of copper sandwiched between two layers of aluminum and protected by an induction capable stainless steel encapsulator. Below right: The stainless steel base of the Circulon wok makes it suitable for use on induction hobs.

Q: Will my existing pans work on my new induction hob?

Q: My pans are suitable for all hob types, but my smallest pan does not work on any of the rings. Why? A. Manufacturers’ hob safety circuits vary. Most are set to ensure that metal items like tongs, spoons, ladles and jewellery will not activate an element so they can sometimes not work when a very small-based pan is placed on them. This also depends on the size of the ring.

TSB Verdict Though induction technology as such is not new, there is a sense of the cutting-edge about this sector because the technology has improved and awareness of its benefits has risen. It's also exciting because of the savings it potentially offers in energy and fuel bills, hence it being promoted by the government to help drive down domestic fuel usage. It has appeal, therefore, to both gadget lovers and energy conscious consumers. The fact that professional chefs are increasingly using this type of hob in their kitchens will also give consumers confidence in the new technology.




Designed with professional style and performance, our new Ultimum ranges showcase the Ultra Total non-stick system. The Circulon brand comes with a lifetime guarantee and brand promise – if the non-stick fails customers’ expectations, we will replace the product free of charge. “Food will not stick...Guaranteed”.




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Find out more at

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NEW HEADS TSB 2016_Layout 1 28/05/2016 20:21 Page 8

Retailer insight

Ironing systems

“Saving time is important for any customer in today’s ironing market, therefore we are seeing more and more customers trading up to steam generator irons. The power and amount of steam that these products offer is incomparable to a traditional iron because of their performance and time saving features. Ironing is a task people often don’t enjoy so it is important that the appliance makes it easier. stocks a wide range of brands and we ensure that each product is brought to life through the content available on site. We keep things simple and don’t use any jargon so that a customer’s purchase journey is as effortless as possible. Our Best Buy pages and buying guides also ensure that our customers can make an informed decision and choose a product that is right for them. To evolve our current offering, we launched earlier this year the Braun brand, which offers superb quality at affordable prices. Our Ironing category is constantly growing, so watch this space for 2016.” Leanne Beswick, SDA category manager, AO

This section is kindly sponsored by

Max Braun founded his company in Frankfurt, Germany, in 1921. Since then, the Braun brand has developed its unique heritage built around breakthrough technical innovation, the highest industry standards of quality, pure distinctive design and a commitment to sustainable development. The continuous success of the Braun brand over the course of nine decades is wholly attributable to our employees and their outstanding efforts, passion and accomplishments. Braun products are conceived and developed according to German standards of quality. However, the virtues of German engineering are expressed not only in the engineers' dedication to quality, but also in the passion that all the employees bring to creating perfectly manufactured products. Long-lasting quality contributes decisively to the strong image and success of the Braun brand. This is confirmed by satisfied customers who recommend the brand to others, as well as by the outstanding ratings and numerous victories in comparison tests carried out by independent consumer magazines and organisations. To guarantee the high quality standards, every device is thoroughly tested, from the development phase to the end of series production. To ensure reliability we put our products through real lifetime testing, which means that our ironing systems are tested especially to meet consumer needs.

PH TSB Irons 2016_Art & Design LSB 28/05/2016 19:04 Page 2

Ironing Systems Inset: The joys of steam are well known: it can make it quicker and easier to get through large quantities of ironing.

Any old iron? Market overview People tend to keep their irons for a long time, and Euromonitor International's Irons in the United Kingdom report (January 2016) points out that the length of the replacement cycle led to a decline in volume sales in 2015. However, there were signs of a return to growth in 2016 as increasing household disposable incomes mean consumers will have more money to spend on premium products and are more likely to replace their old traditional steam iron with a modern steam generator/ironing system. This could mean, says Euromonitor, that the value of the market increases despite slow replacement sales. GfK research has shown the ironing systems market has grown 8.76% year on year in sales value*. *GfK Point of Sales Tracking GB, Generator, Value Sales 2014 and 2015.

Above: The 3D Eloxal soleplate is inspired by snowboard design. It's great for ironing over pockets, buttons and zips without snagging.


Innovations This is a category where technology can be used to add appealing new features. For example, Braun's iCare technology helps save time and make ironing easier. No settings are needed. The iron sets the perfect temperature for every fabric, so whether the user is ironing delicates or denim they do not need to worry. Heating up and cooling down happens faster, so ironing can be ďŹ nished sooner. The use of an anodised (Eloxal) surface on some high-end irons means the ironing surface is twice as hard as stainless steel. This feature, seen on Braun's CareStyle 5 iron, for example, makes the iron glide smoothly over the fabric and means it is more durable and less likely to scratch. This model was also designed without the vertical edges of conventional irons, which makes it glide more easily. Based on snowboard design technology, this feature allows the iron freedom of movement over any obstacle, in any direction – even backwards. This 360 degree gliding makes it easier to iron hard-to-reach seams, and makes new wrinkles less likely to occur through having to constantly readjust the garment. The rounded and bevelled edges of the soleplate allow the iron to glide effortlessly over pockets, buttons and zips. A strategically placed steam-hole in this model blasts more steam while a steam shot mode concentrates the steam in one area to get rid of stubborn creases. A further innovation related to steam has been the addition of a separate steam generator to address the fact that traditionally most irons have tiny water tanks to avoid them having to be big and heavy. Having a separate tank means the iron can generate up to twice as much steam as the average iron, while the iron itself remains lightweight and easy to handle. The steam is carried to the iron through a heavy-duty pipe that never gets too hot, even with the steam powering through it. Some models also feature a locking system, to secure the iron attachment when not in use. This makes ironing simpler and more comfortable, and makes storing easy.



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Ironing Systems

Consumer FAQs Q. Surely an iron is an iron, they all do the same thing, don’t they? A: Not necessarily. Modern ironing systems work up to 50% faster than conventional steam irons as they give off more steam.

Q. What are the beneďŹ ts of an Eloxal soleplate? A: Eloxal is the same process as anodising, a term often seen in the context of cookware: it's a process whereby an aluminium surface is made harder and less likely to rust or weather. So Eloxal soleplates are very scratch resistant and glide smoothly over the fabric being ironed. Scratches are unlikely to appear on the plates and even if they do they are unlikely to adversely affect the ironing result.

Q. What does steam shot/steam boost mean? A: A steam shot or steam boost delivers concentrated steam very quickly, making it easier to remove deep creases.

Q. What is the function of the precision shot button? A: It allows the user to remove difficult to reach creases, as the steam comes out directly from the tip area of the soleplate.

Left: The anodised soleplate is twice as hard as a conventional stainless steel ironing surface.

Q. What is variable steam? A: Variable steam is the constant steam rate, which can be adjusted by the steam regulator. The full performance of the steam is available at most higher temperature settings. A steam icon is often used on irons to indicate this function.

Q. Do I need to turn my iron off? A: It's always a good idea to switch off electrical items when not in use, but some modern irons have an auto-off mode that means they turn off automatically when the steam button has not been pressed for a certain amount of time, typically 10 minutes.

Right: Irons with a separate steam generator can generate twice as much steam as conventional irons.




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Ironing Systems

Inset: Irons should be positioned so the digital display is clearly on show.

Merchandising tips l Stock a variety of price points: having some higherend irons makes it possible to up-sell if the buyer's eye is attracted by more sophisticated models than the one they initially looked at; and conversely, having some affordable options means you don't lose a sale if the shopper has a limited budget. l Place irons in price order, with the more expensive ones higher up than other models so they stand out. l Offer a variety of ironing-related accessories, including ironing boards and covers, distilled water and cleaning fluids. l Ensure the digital display is on show by placing the iron so the water tank is towards the back of the shelf. l Ensure the iron is placed on the ironing unit. l All cables should be neatly hidden. l Use suppliers' point of sale material to explain the features of the product.

Inset: The iron, with its super-sized separate tank, can slot neatly into a cupboard for easy access.

Ironing tips l Set your ironing board at the correct height so you apply the correct pressure when ironing and don't strain your back.

Below: Some models feature a locking system, to secure the iron when not in use.

l Hang up ironed clothes immediately, ensuring that shirt shoulders are ‘square’ on the hanger. l As often as you can, iron only one side of an item. For example, let’s say you are ironing a pair of trousers. If you lay one leg out flat, smooth it with your hands, and then move the iron from the crotch to the foot of the trousers, there’s a good chance that you just removed wrinkles from both the front and the back of the garment. l When ironing a shirt, fit the yoke (the part that goes across the shoulders) over the end of the ironing board, then carefully iron as far towards the middle as you can. Swap over so the un-ironed side of the yoke is over the edge of the ironing board, and repeat the same firm pressing motion so the entire yoke is smooth. l Never use circular strokes as this can stretch the fabric. Iron lengthwise and eliminate wrinkles by blasting the area with steam.

Who buys irons? The penetration of irons is very high; most households probably own an iron. So there is no particular social or age/gender focus for these products. That said, the newer, more expensive and more technologically advanced models tend to attract a younger age profile with more disposable income.

l Start with the cuffs, hems, and collars and iron these inside out so they won’t pucker up and lose shape.




PH TSB Irons 2016_Art & Design LSB 28/05/2016 19:06 Page 5

Ironing Systems Inset: iCare technology sets the perfect temperature for every fabric. No setting is needed.

Proactive selling questions l How often do you iron? l Do you ďŹ nd that your current iron quickly runs out of steam? l Did you know the design of this model is inspired by the design of snowboards? l Have you ever wondered why some irons are so much more expensive than others? l Do you already have a sturdy ironing board?

Trends A mature category with long replacement times, irons are not fundamentally fashion-led, but social trends - such as the interest in technology and the desire for time-saving devices - have inuenced the development of more hightech products. For example, modern irons offer features such as digital displays, ultra-hard plates and automatic switch-off. This adds interest and appeal to a category that has traditionally been seen as rather staid. See Innovations for more on the developments in this area.

Right: This shows how much steam can be generated by modern irons.

TSB Verdict Irons have always been a core part of housewares stores' ranges, but with consumers tending not to replace their irons very often, it's perhaps been seen as rather a 'sleepy' category. But the development of new high-tech products with useful new features, and predictions that consumers will have more money to spend on premium home products, mean it's well worth looking at what the latest generation of irons could bring to the party.

Above: The slim tip of the Carestyle 5 makes it easier to get to hard-to-reach creases.




Awarded as the best. New iCare technology sets THE perfect temperature for EVERY fabric. For smart textile protection and faster, easier ironing. The CareStyle 5 ironing system combines excellent performance with smart technologies: iCare technology works for you with smart textile protection by setting THE right temperature regardless of the type of fabric, from delicate to robust, to make your ironing experiences quicker and easier. The World‘s first Eloxal 3D BackGlide soleplate with rounded and bevelled edges, helps the iron glide effortlessly – even backwards – over any fabric, any obstacle. For fast and perfect results. Find out more at

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Kettles & toasters

Retailer insight “Kettles and toasters have become much more sophisticated than they used to be. For example, toasters are no longer just for toasting a sliced white loaf; the growth in popularity of bread-based products such as pitta bread, croissants and bagels means toasters now have features such as adjustable browning, one-sided toasting and a defrost function. And many kettles have features like double walls to provide insulation and reduce the sound of boiling. More advanced products take a little more selling as it’s important to be able to explain the more complex features now available. Simple messages combined with staff training and strong displays (we have products out for customers to pick up and handle) help highlight the added advantages of investing in products that are a little more expensive. Colour-wise, stainless steel is still popular as it’s fairly neutral and goes with any kitchen, while cream or red are popular colours for customers who want their kettles and toasters to stand out.” Gemma Woods, co-owner, The Kitchen Shop, Weybridge

This section is kindly sponsored by

Kenwood has been proudly designing and manufacturing cutting-edge, stylish and efficient kitchen appliances since 1947. As the expert in food preparation, we focus on ensuring that every Kenwood product enhances the enjoyment of cooking, producing consistently high-quality results with the greatest of ease. You will find the versatility of our products really inspires you, helps you to create more and gives you the confidence to prepare great food for all occasions. You will quickly discover new ideas, new dishes and new recipes to make every meal special. Thanks to its timeless design, your Kenwood product will continue to grace your kitchen indefinitely. Kenwood appliances’ looks are as durable as their quality build, guaranteeing an astute investment that will continue to delight year after year. The vast and versatile range includes models suitable for novice cooks and experienced chefs and is supported by recipe books and a free downloadable app full of useful information.

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Kettles & toasters

Heat of the moment Inset: The Persona kettle has an energy saving one-cup graduation that allows the user to boil enough for just one drink at a time.

Market overview The kettle remains the nation’s most popular kitchen appliance, according to Mintel, which says that 42% of British people bought one in 2015 (up from 36% in 2013), and that kettle sales amounted to about £198 million – a 21% increase on recent years. Meanwhile, sales of jug kettles, such as the new Persona Glass kettle and Ksense kettle, grew in 2015, increasing by £8.5 million on 2014, according to GfK. Toasters were the second most widely purchased kitchen appliance in 2015; Mintel says some 30% of Brits bought one, making the market worth about £91 million. Sales of two-slot and four-slot toasters were each up by £3 million year on year in 2015, according to GfK. Consumers have demonstrated that they are increasingly willing to trade up for kettles and toasters that have clear differences and advantages over products at a lower price point.

Innovations Consumers seek innovative products in all areas of the home; such products attract attention in a crowded market and justify a purchase by offering perceived value for money. Kettles and toasters are categories where innovation, style, design and functionality - achieved through lengthy market research and development – go hand in hand. For example, in 2016 Kenwood is offering two modern and innovative breakfast collections: its first glass breakfast collection, comprising the Persona glass kettle and Persona glass toaster; and the design-led Ksense breakfast collection, a toaster and kettle that take style inspiration from the iconic Kenwood Chef Sense Kitchen Machine. The Persona glass kettle is made of laboratory-grade, superior quality Schott Duran glass that has outstanding thermal shock resistance. As well as boasting a unique and distinctive square design, other key features include an easy-to-clean, removable mesh filter to trap limescale. The Ksense kettle cross ranges with the Chef Sense and has a large 1.6 litre capacity with a double-wall construction that minimises the noise created by boiling water. Both the Persona and Ksense kettles come equipped with an energy saving one-cup graduation that allows the user to prepare the perfect amount of water for one hot drink. Meanwhile, the Persona glass toaster features an easy to remove toughened glass front panel that makes the inside of the toaster easy to access and simple to clean. This toaster uses halogen bulbs to ensure optimum browning at each of the five browning levels and users can also benefit from the toaster’s ‘high rise lift’, ‘cancel’ and ‘reheat’ functions. The four slot Ksense toaster offers an energy efficient way of preparing a single piece of toast with its eco 1 slot function. By using innovations like these to make stylish products also functional and practical, manufacturers and suppliers will be winning business by simplifying the decision-making process for the customer.




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Kettles & toasters

Merchandising tips l Lifestyle displays are the best way to sell kettles and toasters. Customers can't imagine how a boxed product will look in an everyday context, but a creative display will free their imagination and make them aspire to a similar look in their kitchen. l Add some relevant kitchen accessories - like tea towels, mugs and storage containers – to the display. These will add to the whole lifestyle context. l Use colour. Kettles and toasters do sometimes feature splashes of colour but generally they tend to be quite monochrome. Throw some colour in by displaying them with brightly hued kitchen accessories – stainless steel looks great with lime green or a pop of orange. Keep up with homes and interiors magazines to see what colours are on trend.


Above: Market research shows that sales of jug kettles grew in 2015. Right: The Kenwood Ksense kettle has a double-wall construction to minimise noise.

UK consumers are increasingly favouring open plan kitchens that make the preparation of food an event for family and friends as the primary cook is no longer cut off from the rest of family life. New appliances need to reflect this integrated style of living, with products that look good and perform their function quietly, like the Kenwood Ksense kettle, which has a double-wall construction to minimise noise. Consumers are more conscious than ever of environmental issues and the impact they’re having on the environment. Shoppers are seeking out products that provide reduced levels of energy consumption and that are built to last. Energy efficient products, such as the Ksense toaster with its eco 1 slot function, stand out to consumers as products that are not only stylish, but have lower running costs and are better for the environment too. There is also a growing trend to repair, not replace, which could affect sales of products at the lower end of the market. Appliances are being built with this trend in mind, for example the halogen bulbs and the new glass front on the new Persona glass toaster are replaceable. At the same time, style and appearance are perhaps still the most important things for customers. Sales of kitchen appliances in 2015 reflected growing shopper demand for stylish, added-value products, according to Mintel. So if suppliers incorporate energysaving devices and quality of manufacture, yet continue with their focus on aesthetics, they will be well placed to take the commercial edge.

Who buys kettles and toasters? Practically every household buys these products so when you consider that the UK population is 64 million, you get an idea of how big a market there is for kettles and toasters across all demographics. Many are given as house-warming gifts or presents for Christmas or birthdays – and they feature on most wedding lists. Left: The Persona toaster features a toughened glass front panel that can be easily removed to make it easy to access and clean the inside of the toaster. Below: Adding relevant kitchen accessories to a store display creates a lifestyle 'look'.

Below: Persona is Kenwood's first glass breakfast collection.




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Kettles & toasters

Inset: Sales of kitchen appliances reflect growing shopper demand for stylish, added-value products.

Consumer FAQs

replace. The exterior of the toaster can be wiped down with a damp cloth to keep it clean. Alternatively, if you have a Persona glass toaster you have the option of removing the toughened glass to clean the inside of the toaster.

Q. My kettle is noisy. What can I do? A. Most kettles will make a noise, especially as they reach boiling point. Once your kettle has boiled the noise will stop. Some products do come with a built-in solution to help minimise noise. For example Kenwood’s new Ksense kettle comes with a double-wall construction that reduces the noise of water boiling.

Q. What is Peek & View? A. This Kenwood feature allows you to raise and lower the toast to view it during the cycle without stopping the toaster. Left: The halogen bulbs and the new glass front on the Persona toaster are replaceable. Below: The Persona glass kettle is made of tough, laboratory-grade glass that has outstanding thermal shock resistance.

Q. How do I descale my kettle? A. To prolong the life of your new kettle, descaling should be carried out regularly. The frequency required will depend on your water hardness and how often you use the kettle, but in general, aim to descale at least every few months. There are very efficient descaling fluids available (for example, the new Persona kettle comes with a descaler in the pack) but if you don't want to use chemicals, try an old-fashioned method: boil up a halfand-half mixture of malt vinegar (or white wine vinegar) and water, leave it for a couple of hours then throw the vinegary water away and boil a kettle of fresh water to remove any aftertaste. Or squeeze a lemon or lime into a kettle of water (with slices of the actual fruit if you like) before boiling.

Q. How do I clean my toaster? A. Unplug your toaster and let it cool down. Then slide out the crumb tray, empty it, wipe it down and then




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Kettles & toasters

Glossary of toasters

Glossary of kettles l Cordless: a kettle that sits on a separate base that is connected to the power source. The kettle itself can be easily picked up and carried elsewhere for pouring and filling. Most modern kettles are cordless. l 360º base: one that’s suitable for lefthanded or right-handed use as the kettle can be replaced pointing in any direction. l Removable filter: a sieve-like filter that is fitted to the spout, preventing pieces of limescale being poured into the cup. l Descaling: this term denotes the process of getting rid of limescale build-up inside the kettle, which can affect its performance. Descaling can be done with a chemical limescale remover though many consumers clear their limescale in the natural, oldfashioned way, by boiling up water with vinegar or lemon juice. The process needs to be carried out more often in hard water areas, as hard water creates more limescale deposits. l Fast-boil kettle: A kettle that is designed to boil significantly faster than some models on the market. l Element: The electrical component that sits at the bottom of the kettle and heats the water. l Concealed element: Where the element is situated underneath a separate 'floor', meaning it doesn’t come into contact with the water. Concealed elements tend to last longer. These are considered to be the norm now.

l Crumb tray: The slide-out 'tray' underneath the main toaster, which prevents crumbs from falling onto the table or worktop. l Defrost function: The ability to toast from frozen or just defrost frozen bread. l Long-slot toaster: A toaster with one long slot, which will toast either two regular slices or longer items like baguettes. l Bun-warming rack: A removable rack that sits on top of the toaster and is used for warming items like croissants, buns and tea cakes. l Lift lever: The part of the toaster that pushes the toasted bread up so it can be removed. Left: The new Persona kettle comes with a descaler in the pack to make easier the task of regular descaling. Below: The Ksense toaster has a one-slot function, which makes it more energy efficient and so cheaper to run.

Below: the Ksense breakfast collection was inspired by the design of the iconic Kenwood Chef Sense.

Proactive selling questions l What style is your kitchen and what look would you like to create – traditional or modern? This allows the salesperson to talk about the different styles and materials of product available. l How many people live in your household? This question is especially pertinent for toasters as it will determine if a two-slice or four-slice product is the most appropriate. l What is your budget? This question opens up a discussion about how buying a cheap product could be a false economy if a more expensive product has a longer guarantee. l Would you like this product to co-ordinate with other items or finishes in your kitchen? Asking this makes the customer think about their existing kitchen products to ensure they buy the most appropriate item. It can also remind them that they also need a new saucepan, for example.

TSB Verdict Kettles and toasters are the most popular kitchen appliances but are increasingly being seen not just as a kitchen necessity, but as a kitchen accessory too. Consumer demand is growing for models that are efficient and look great – and for products that are perceived as reliable, well-built and hence likely to last.




An elegant KENWOOD design with a unique square glass kettle and innovative glass toaster with removable panel.


Fast Boil 3kW

Kenwood Ltd, New Lane, Havant, Hampshire PO9 2NH

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Tel: +44 239 239 2392 Free Kenwood Kitchen recipes app available to download

Flip lid for one handed operation

Unique square glass design

Schott Duran Glass BPA free – with outstanding thermal shock resistance

Glass Toaster – the toaster that lets you see the difference

Easy release glass door design for cleaning


1 slot long

Combination of infrared and traditional toasting elements – better performance


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NEW HEADS TSB 2016_Layout 1 28/05/2016 20:22 Page 10


Retailer insight “We sell loads of mills and stock about 20 different designs, all from one brand. Traditional wooden mills are still very popular but so are modern designs like upside-down mills, so we have a good range of both. We see lots of impulse purchasing and try to encourage this by having a display stand in the shop where customers can try out mills to see how they work, and by having demos at country fairs and village shows. That has a massive effect on sales. Mills with a ceramic mechanism are much more popular than stainless steel mechanisms – we sell very few of those. And we don’t sell battery-powered mills at all as we found them to be unreliable and we don’t like getting returns. We don’t get any T&G CrushGrind mills back!” Tanya Umpleby, owner, Cooking Fantastic (at the Cud Life farm and campsite), Killinghall, Harrogate, North Yorkshire

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Established in 1975, T&G is one of Europe’s leading suppliers of everyday kitchen essentials and is very much a family-run business. Whatever you buy, you can trust that it represents value in every sense. This means thoughtfully designed, responsibly produced, exceptional quality products made to withstand the demands of real life. T&G’s core business is to design and produce kitchenware products for the home, export, retail and catering markets. T&G has become market leader with its award-winning CrushGrind mills and its wide choice of mills in the Traditional range. All T&G Traditional mechanisms are ceramic, which means no metal grinders to corrode and no plastic salt grinders to wear out. T&G has built its reputation on quality: quality of product, quality of service and value for money. By and large you get what you pay for and this is absolutely the case with T&G; the very best in design, function and quality. For further information on T&G’s full range visit

PH TSB MILLS 2016_Art & Design LSB 31/05/2016 12:34 Page 2


A fine grind Inset: It is more important than ever for retailers to stock stylish, functional mills in a range of designs.

Market overview With the popularity of home baking and 'dining-in' still being driven by popular TV shows and YouTube channels, the demand for exciting, functional kitchen products continues to grow. Products need to do more than just save time in the kitchen: they need to create a new experience that fits in with consumers' cooking tastes and lifestyles. Celebrity chef Delia Smith is smitten by her T&G CrushGrind mills, saying she “really loves” using them in her own kitchen. With consumers demanding such items to help them create their own masterpieces, the demand for salt and pepper mills and spice mills has grown dramatically. Design, fashion and style are more important than ever; consumers are keen to demonstrate their culinary skills and men in particular are happy to show off their latest gadgets. New gadgets aren’t hidden away, they become a talking-point or centrepiece. For salt and pepper mills this is perfect, as these items are used in the kitchen but also take pride of place on the dining table. Style and colour is therefore important for mills, but even more important is good quality and function. The trend for food from around the world has also inspired consumers to be more adventurous in using freshly ground herbs and spices in everyday cooking. Value for money still remains a key driver; consumers are smart and express a desire for products that have longevity. This makes lifetime mechanism guarantees an important selling point for mills.




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Trends With the change in the economic climate consumers desire practical products at the right price. The enjoyment of food and entertaining has increased as a result – consumers are loving the simple pleasures in life! Therefore they have been looking for cheaper and more interesting ways to enjoy food. An estimated 50%+ of consumers are open to eating foods from all over the world; these cooks are curious and are open to new ideas. The trend for locally produced, healthier, artisan products and a transparent approach to food preparation mean that consumers are keen to mix their own blends and try them out on friends – just look at the way chefs have opened up their kitchens for customers to watch them prepare food and at the popularity of food-related TV programmes. As a result consumers are increasingly aware of what they eat and want something authentic and seasonal, so preparing fresh, healthy food is increasingly important. A case in point is spice mills, particularly those with ceramic mechanisms; TV chef Mal Harradine says CrushGrind ceramic mills are “fabulous not only for grinding salt and pepper but also for grinding dried herbs and spices, extracting the natural oils and flavours". Food presentation is now very important and seasoning that finished dish is essential; the plate is not considered to be finished until it has been seasoned. Websites and TV shows now offer consumers thousands of recipes to try at home. Experimental Inset: New olive cooking at home is on the rise, and cooking has evolved from chore to passion, but traditional tastes wood mills. still remain popular. A further trend is concern about the environmental impact of one's purchasing habits, and this has led to growing interest in products that reduce impact in some way, such as mills made from wood certified by the FSC. Above: Mal Harradine says CrushGrind ceramic mills are “fabulous” for extracting the natural oils and flavours from dried herbs and spices.

Innovations Mills come in many shapes and sizes, designs and colours. There are mills that contain spindles and those that don't; 'easy fill' mills; combination mills containing salt and pepper; electronic mills; and of course novelty and upsidedown mills. The biggest innovation for salt and pepper mills has been the mechanism technology. Most kitchens probably contain a mill that no-one uses anymore because the grinding mechanism doesn't work properly! It's for this reason that ceramic grinders have become so popular; they are harder and longer-lasting than the traditional steel mechanisms. For example, T&G's CrushGrind ceramic mechanism, which was launched in 1998, setting new standards in mill technology and design by allowing the user to effortlessly grind not only salt and pepper but also, using the same grinder, whole dried herbs and spices. The CrushGrind mechanism achieves a finer grind than conventional metal mechanisms and has more than 12 settings from coarse to fine. Furthermore, because this type of ceramic is an extremely hard material it guarantees excellent ongoing performance for many years. Simplicity is important; ease of use and ease of cleaning are key to the consumer. The ceramic mechanism is non-corrosive and non-porous and, unlike metal, it will not oxidise food but will enhance its flavour.

Above: Mills made of FSC-accredited wood appeal to environmentally friendly consumers. T&G has a selection of mills that are FSC certified.

Inset: Good designs in a mix of materials are very popular.




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Mills Right: Attractive packaging helps encourage purchases of mills as gifts.

Consumer FAQs

Q. Can I wash my mill? A. The mechanism can be removed from some quality mills, making it easy to clean. But never immerse any mill in water or put in a dishwasher. If the body of the mill needs cleaning, wipe with a damp cloth and polish dry.

Q. Can I adjust the grind of my salt and pepper mill? A. Yes; it's easy to adjust the coarseness of salt and pepper. Let me show you how it's done with this particular model.

Q. Does my mill have a guarantee? A. It depends on the brand and manufacturer. Some actually offer a lifetime guarantee so it's well worth investing in those.

Q. Can I use any salt in my mill?

Q. What maintenance is required on salt and pepper mills?

A. No, use only dried coarse sea salt in your mill. There are other wet unrefined salts on the market, however these can clog up your mechanism.

Q. Why does salt and pepper come out of the bottom of my mills after grinding? A. Fine particles of salt or pepper are produced during the grinding process. These fall to the bottom of the mill and come out as a fine 'dust'. Shaking your mills after grinding will remove excess grounds. Mills can be stored on a mill rest, a handy accessory that catches all the dust. Alternatively choose an upside down mill, which has its mechanism at the top.

Q. Why don’t salt mills have a steel grinding mechanism? A. Simply because the salt will corrode the metal and turn it rusty. Only pepper grinders are made of steel.

Q. Are ceramic mechanisms corrosive?

A. By occasionally putting a small amount of cooking oil between your finger and thumb and rubbing it around the threaded part of the mill shaft, you will prevent any corrosion caused by salt between the shaft and the screw knob, which can 'weld' the two parts together.

Q. Can I use red pepper in my mill? A. Only if it’s mixed with white, green and black peppercorns. Otherwise, its moistness (red pepper is not real pepper but actually a seed) can clog up the grinder.

Q. Can I grind herbs in my mill? A. Yes, some ceramic grinders are great for grinding dried herbs and spices. These tend to quickly lose aroma and flavour once they are ground, because the essential oils evaporate. Buying coarsely ground dried seasonings and milling them when required releases the essential oils, making the seasonings smell and taste as good as fresh-picked ones.

Q. Where should I store my mills?

A. No; unlike metal, ceramic does not rust or corrode, which makes it easy to clean.

A. Always store mills in a dry atmosphere; never let the mills or the contents come into contact with water or steam.

Right: A mill rest/crate prevents the fine grounds from making the kitchen worktop dusty.

Below: One of the new and on trend designs that are capturing consumers' imagination.

Getting the most out of mills The adjustable spring-loaded mechanisms in quality mills mean that the cook can choose pepper grounds that are fine or coarse, as required for a particular dish. Delicate savoury dishes suit a fine grind while more robust dishes like steaks or pasta deserve a full and intense flavour, with the mechanism slicing through the corns to release the flavour and warmth of the pepper. The mill should be turned upside down and shaken after use, or after adjusting the mechanism. This removes the previous grounds and ensures the pepper or salt is always fresh. Store salt and pepper in a cool dry place and avoid using the mill over steam. Different types of salt and pepper can be mixed together in a mill to create unusual new flavours.




PH TSB MILLS 2016_Art & Design LSB 31/05/2016 12:37 Page 5


Merchandising tips

Proactive selling questions l Do you prefer a contemporary or more traditional style? l Can I show you the difference between steel and ceramic mechanisms? l Would you like to try out this mill? l Have you heard of white alumina ceramic? It’s one of the hardest materials known so is great for making long-lasting grinders. l Did you know why salt is so useful? Adding salt to water raises the temperature at which it boils. Salt helps to reduce bitterness and acidity, and brings out other flavours in the food. Boiling eggs in salted water makes them easier to peel. And adding a little salt balances the flavour of sweet items like biscuits and cakes. l Did you know you could adjust the mechanism to make grounds coarse or fine for different dishes?

Above: A good mill display will deliver one of the highest sales per square foot in the housewares industry. Left: Pestles and mortars are a good fit in store with mills. Below: Coloured mills add impact in store.

Who buys mills? Everyone, is the short answer! There can't be many kitchens that don't contain at least one mill. Naturally, the most ardent users are those people who like cooking from scratch and enjoy the fresh, aromatic flavours that freshly ground salt and pepper exudes.


Mills are not generally a planned purchase so they should be merchandised creatively to attract the impulse purchasers who are so important in this category. New and on trend designs should be displayed in key areas of the shop. But it's surprising how many mill displays are uninspiring and cluttered. Many shops also miss the valuable opportunity to cross-sell other items that arises by displaying mills close to other related products. The best displays recognise that consumers are interested in mills because they're interested in food and cooking in the broader sense; clever retailers build on this interest and make it easy for the consumer to try, buy and navigate their way to other product categories. Here are some ideas worth trying: l Display mills alongside other kitchen and home products, to create a lifestyle scene; l When carrying out cookery demos, create interaction by asking customers to try the mills and play with them; l Have trial/display models (alongside boxed product), so customers can try out the product. This creates a lovely aroma in store and makes the purchase more interactive; l Locate the category alongside cooking utensils and giftable food items; l Introduce food products, cookery books and recipe cards to the fixture; l Use different types of salt and pepper and herbs in the display mills to add colour, aroma and texture to a display; l Use point-of-sale material to explain the features of the mill; l Choose a brand with attractive packaging that gives the mills appeal as gift items. The 'giftability' of mills can also be communicated by showing them in displays as part of a seasonal theme; l Place directly related items, such as salt and pepper refills, dried herbs, spice racks, spice jars, spice mills, pestles and mortars and mill rests, near the mills to create a 'story'.

TSB Verdict Self-purchase impulse buy, affordable gift item... mills come into both these categories so are well worth stocking in some depth. Mills tend to be bought on impulse so a range of on trend designs and colours will help grab the consumer's passing eye, while a selection of attractively packaged products will give the shopper ideas for gifts. Mills have particular appeal to consumers who want to entertain at home or cook from scratch, so they fit well with the trends for healthy eating and keeping costs down. There's loads you can do with merchandising to create gorgeous displays, not just with the mills themselves but also with associated add-on items like pepper refills, spice jars and mill rests.



CrushGrind Ad May 2016 297 x 210mm.pdf












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Pressure cookers

Retailer insight “Pressure cookers are one of my fastest-growing categories. Sales have been strong in both bricks and clicks. Their use in many cookery programmes has re-introduced them to the consumer and the celebrity chefs have done a lot to dispel the ‘fear factor‘ that surrounds pressure cookers – all those rattling valves and whistling noises! Prestige pressure cookers are safe and extremely easy to use. They satisfy the consumer's ever-growing demand for convenience – it's the perfect device to speed up slow cooking. Imagine chicken casseroles in 15 minutes! I’m constantly searching for products to inspire and enthuse the consumer and pressure cookers fit the bill. They are perfect for instore demonstrations, creating the 'theatre' that the modern retailer now covets. With their nutritional, time-saving and money-saving benefits, and their ease of use, it’s an easy sell.” Jayne Stewart, senior buyer, Ulster Stores

This section is kindly sponsored by

Meyer is a world leader in culinary innovation, a name synonymous with premium quality cookware that has been welcomed into kitchens around the world for more than four decades. Our reputation as market leader has been built on strong design and manufacturing expertise across a portfolio of brands, which include Ruffoni, Anolon, Circulon, Raymond Blanc, Cake Boss, Meyer, Silverstone and Prestige. We are committed to helping our customers save time and energy in the kitchen. As market leaders and experts in pressure cooking technology, our range of pressure cookers has helped to revolutionise cooking in the home. Speed isn’t the only advantage of our products: they also preserve nutrients and vitamins, as well as being a more economical way to cook. We are constantly striving to deliver the latest innovations in pressure cooking and our Prestige and Raymond Blanc models reflect this. Our microwave pressure cookers bring the best of both worlds to any kitchen; the speed of the microwave combined with the healthy cooking of a pressure cooker means traditional ready meals will be a thing of the past. Our commitment to delivering the latest pressure cooking technology is reflected in the products we design and manufacture, which are available in a range of sizes and some that are compatible with induction hobs.

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Pressure cookers

Under pressure

Below: The highly polished stainless steel of the Raymond Blanc 5.5L pressure cooker fits well in modern kitchens.

Below: The stainless steel base makes the Raymond Blanc pressure cooker induction suitable.

Market overview The speed and convenience of pressure cooking has been known for decades and this has kept sales ticking over nicely despite competition from other cookware types. In more recent years, this category has had a boost from consumers' interest in healthy eating and from the need for speed that comes from today’s busy lifestyles. A pressure cooker is unlike a conventional saucepan as food is not boiled but is cooked in the steam that builds up and pressurises within the air-tight lid. Heat is forced into the food, drastically reducing cooking times and preventing the loss of flavours and nutrients. A variety of cooking methods are possible including steaming, braising, boiling, poaching and baking. All models can be used on gas, radiant ring, solid plate, halogen and ceramic hob, while some are also suitable for use on induction hobs. Pressure cookers have several key benefits: cooking takes just one third of conventional cooking time – which minimises energy costs; full meals can be cooked in one pan; and essential nutrients and vitamins are retained, making food more nutritious and arguably tastier - than many conventional foods.



Trends Pressure cookers are perhaps not intrinsically 'trendy' products – the fundamental concept has been around for decades. However, leading manufacturers have made great strides with new safety features (see Innovations section) and in terms of design. Rather like the motor car, the modern pressure cooker looks much sleeker and more contemporary than its fore-runners, and as such holds great appeal for the aesthetically-minded cook as well as the health- and time-conscious one. Meanwhile, the development of plastic cookers for use in the microwave oven is a technological step change, creating a whole new generation of cookware.


PH TSB Pressure Cookers 2016_Art & Design LSB 28/05/2016 19:33 Page 3

Pressure cookers Inset: A wide variety of foods can be cooked in a pressure cooker, from stocks, soups and casseroles to pasta, rice, pulses, fish and vegetables.


Advantages of pressure cooking Speed: The high temperatures used in pressure cooking means foods are cooked quickly. Generally, pressure cooking reduces cooking time by two-thirds. Nutritional value: Short cooking times mean minimal loss of nutrients. Convenience: A complete meal can be cooked in the pressure cooker so fewer pans are needed, saving both cupboard space and washing up. Economy: Pressure cooking reduces not only cooking time but also the number of heat sources needed for cooking a complete meal. This, in turn, means less fuel is used when cooking. Versatility: A whole variety of recipes can be cooked, from traditional stocks, soups and casseroles to pasta, rice, pulses, fish and vegetables. A pressure cooker can even be used for baking. Below: Pressure cookers come in a range of shapes and sizes. This is a high-dome 4-litre aluminium version from Prestige.


Much of the innovation around pressure cookers involves safety features. Most pressure cookers have at least three safety devices, usually on the lids, which prevent the pressure building to excessive levels within the cooker. Pressure regulator: Smartplus pressure cookers are equipped with a three-stage pressure regulator. This operates at two pressure settings and has a quick steam release. As the pressure builds up inside the cooker, after an initial emission of steam for a little while, the visual pressure indicator will rise up, indicating the pressure build-up. When the cooker reaches the pressure set by the user, the pressure regulator will release the steam with a hiss safely in one direction, away from the user. The pressure regulator acts as both an excess pressure releasing device and a pressure controlling device. Gasket release system: If the pressure cooker fails to function due to overload or blockage, causing excessive pressure, a portion of the gasket is pushed out and the hole on the lid is exposed, gently and quietly diffusing the steam upwards, making it absolutely safe. Fusible safety plug: In the unlikely event of the gasket release system failing to function, this backup safety device will melt and let off steam safely. This could happen only when the temperature/pressure rises beyond the normal level due to the cooker having insufficient water or food particles blocking/clogging the vent tube. Visual pressure indicator: When the pressure starts building inside the cooker, the visual pressure indicator is pushed up and rises above the surface of the lid handle, indicating that the cooker is under pressure. The user should wait for a change in the sound. Similarly, after cooking, when the cooker is taken off the heat source, the visual pressure indicator will drop below the surface of the lid handle when the pressure inside the cooker drops to “zero”, giving a visible indication that the cooker can be safely opened. Auto-lock (on Prestige Smartplus only): The auto-lock mechanism keeps the lid locked when the cooker is fully closed and lid handle aligned with the body handle. Quick steam release: When the pointer of the pressure regulator is aligned to the steam release position, the steam is released quickly and safely. Gasket offset device: Ensures that the cooker will not come to pressure if the lid is incorrectly fitted. l A further innovation, from Prestige, has been the development of a pressure cooker that is used in a microwave oven. These handy little kitchen gadgets, which hold 2.2L, cook in half the time of stove-top cooking and are a simple way to make nutritious one-pot meals. They are ideal for households who desire the speed of a microwave and the nutrient-retaining efficiency of a pressure cooker. They are made of robust BPA-free plastic, can be cleaned safely in the dishwasher and can be used as steamers.



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Pressure cookers

Consumer FAQs Q. I am nervous about using a pressure cooker. Is it safe to use? A. With all the safety features that are incorporated in modern pressure cookers, we guarantee they are safe and easy to use, even for people who have never used one before. Just make sure you follow the instructions carefully and always make sure you use a timer, even when you're an experienced user. If it is your first time or you are using a different pressure cooker, get familiar with the cooker by bringing two pints of water to pressure and trying the different settings. Q. How much water should I put in the pan? A. Cooking without a lid means losing a lot of liquid through evaporation. That's obviously not an issue with the pressure cooker, so you'll probably need to use about 10-20% less water than you would in a saucepan. The amount will depend partly on the pressure cooker capacity so check the use and care instructions and never use more than the recommended maximum. Q. How much faster is it to use a pressure cooker? A. Depending on the model of pressure cooker and the hob used, it can cook up to 70% faster, which will as a result save energy and retain vitamins and nutrients. Q. Why does it not come to pressure? A. This could be because too much steam is coming out, possibly because the lid is not closed properly. Or the gasket could need replacing. If you've ruled out both those things, contact the manufacturer's customer services people. Q. Why do I need to change the gasket on my pressure cooker every 12 months? A. The gasket is a very important part of the pressure safety system and it must be replaced regularly to

Merchandising tips l Make sure that staff are clued up on the safety aspects of pressure cooking, as customers are likely to ask questions on this subject. l Include a pressure cooker as part of any display related to healthy eating or speedy cooking. Include the trivet, separator and dividers in the display, if available. l Have at least one cooker out of the box so customers can examine it and see the various safety features. l In-store cookery demos are a great way to show customers how to use pressure cookers, and to emphasise the speed with which they cook.

ensure it continues to work correctly. Even if the cooker is used only a few times a year the gasket should still be replaced every 12 months because being made of rubber it deteriorates over time and becomes smaller and less flexible, which reduces its safety performance. In the meantime it should be lightly oiled to minimise the risk of it perishing. Q. I don’t always remember to check if the vent tube and regulator weight are clean. Does it really matter? A. It is critical to check before each use and it only takes seconds. These components must be kept clean internally to avoid excess pressure building up. Q. Why do the instructions say I shouldn’t overfill the cooker? It still comes to pressure when I fill it to the brim. A. Exceeding the maximum fill levels significantly increases the risk of blocking the vent tube, which can be dangerous. Q. Where can I get replaceable safety plugs and gaskets? A. From the manufacturer's customer services department.

Who buys pressure cookers? Research by Prestige suggests that the average buyer is female, aged 25-60. About 45% of those questioned use their pressure cooker several times a week, with nearly a fifth of owners using their cooker every day. Typically, pressure cooker users are catering for two to five people.

Left: The development of plastic cookers for use in the microwave oven has enabled the addition of colour to the pressure cooker scene. This Prestige microwave pressure cooker is available in purple, teal and grey.




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Pressure cookers

Care and maintenance

Proactive selling questions l Have you ever used a pressure cooker? l Do you enjoy cooking one-pot meals? l Did you know that pressure cooking takes just a third of conventional cooking time? l Can I show you the safety features on this model?

Left: This hard anodised version, the 6-litre Smart Plus from Prestige, gives a robust, urban look to the classic pressure cooker design.

Pressure cookers are typically made of any of three materials: polished stainless steel, hard anodised aluminium or polished aluminium. Care and use instructions can vary slightly but generally, avoid leaving foodstuff in the pan overnight, and wash the pan after use with hot soapy water then rinse and dry thoroughly. l Keep all vents clear and free from food debris. l Empty pressure cookers should not be heated as this would cause discolouration and damage. l Salt, minerals or hard water deposits in food or water can create 'blueing', pitting, spotting or a rainbow effect on the cooker base or body. Such stains don't affect the efficiency of the product but if trying to remove them, avoid the use of metal scourers or steel wool, as these will scratch the surface. And never use bleach or a caustic solution. Natural options include a solution of water with lemon juice or vinegar (for stainless steel) and cream of tartar or apple peelings (for aluminium). A specialist pan cleaner will remove the markings on the stainless steel model. l If the cooker has been boiled dry, soak the pan overnight in hot soapy water. l Tighten retaining screws on handles every 12 months.

Left: Jam is just one of the many things that can be made in a pressure cooker like the Prestige Smart Plus.

TSB Verdict Pressure cookers transcend trends, remaining steady sellers thanks to consumers' enduring interest in healthy eating and speed of cooking. Advances in safety features and novel ideas like the microwavable pressure cooker can only enhance conďŹ dence and interest in this category, making it well worthwhile incorporating into the cookshop range.




Reduces cooking time by up to 50%

An easy way to make a nutritious one pot meal

compared to stove-top cooking *

Simply switch on the microwave for instant cooking!

* Times may vary depending on microwave and preparation methods


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Find out more at

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NEW HEADS TSB 2016_Layout 1 28/05/2016 20:23 Page 12


Retailer insight “Kitchen scales are still a popular item for the kitchen, selling steadily. The resurgence in home baking and cake making has increased the need for them, as so many ingredients need to be weighed. It is essential to ensure that your product selection includes both imperial and metric measuring ability, as depending on the age of the shopper (or their recipe books) you could be asked for both. It then comes down to style of scale. Manual dial-front scales are still popular, although the growth is more with the digital scales. At least some of your offering should have an ‘add and weigh’ facility where you can keep zeroing the scale to add further ingredients to the same pan; and wet and dry technology means that liquids can be added as well. One fairly new innovation is the digital solar-powered scale. These are increasingly popular but some customers think they will work instantly so you need to explain that the solar charging system needs daylight to make it work. So the scales should be either kept out, or taken from the cupboard well before use, to enable them to charge. That’s just one of the pointers that will help your sales team to sell more scales.” Gary Gordon, co-owner, Kitchen Kapers, Basingstoke, Camberley, Farnham and Woking

This section is kindly sponsored by

Founded in 1908, Terraillon, a leading innovative houseware brand, designs and manufactures appliances that exceed consumer expectations in health and well-being. Taking advantage of the latest technologies, Terraillon creates cutting-edge smart and connected health-focused devices; ranging from bathroom, medical and kitchen scales to activity trackers and blood pressure monitors. Besides offering precision and comfort, these devices provide real benefits to users through Terraillon's "Wellness Coach" mobile app for smartphones. Winner of multiple international awards (including Grand Prix de l'Innovation and the Red Dot Design Award), Terraillon's innovative designs have been exhibited at the Museum of Modern Art in New York. Today, Terraillon is a European leader in the kitchen and bathroom scale markets and exports to more than 80 countries in five continents. The company sells more than three million devices worldwide annually. Headquartered in Croissy sur Seine in France, Terraillon has an international team collaborating across different research and development units across the globe. The company also has offices in London, England, Hong Kong and China. For more information, please visit:

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Below: The 5kg/11lbs Nutritab scale features a large platform and dial, protective rubber rim, touch-sensitive technology and an integrated timer.

Weigh to go! Market overview


The kitchen and bathroom scale markets are growing Terraillon has pioneered the two major innovations regarding in value and average selling price, while sales remain kitchen scales in the UK market over the past 12 months. The relatively stable (thanks to the introduction of new first is the Nutritab (pictured above), a connected nutritional technologies), according to GfK. scale, which works with the user's smartphone to track the nutritional value of all of their meals. The scale, through the This trend, which offers retailers a great deal of application gives the user access to the calories, potential, is influenced by the significant jump over energy intake and RDA of everything Below: These two models recent years in the number of people cooking that they eat, with tips and advice are the new Terraillon Jam and baking at home. According to GfK, the UK to guide the user towards a scales range – the Neo Cook Black Jam and the My Cook healthier, balanced diet. is the third largest market in Europe for Grey Jam. Both featuring the The second innovation is the jam scale. new patented jam function, people cooking at home, behind Spain they also have all the mod This scale works like every other one, cons of today’s digital scales. and France. This is also reflected in the weighing foods and liquids as normal, but it also has a new patented jam function. number of prime-time television The user simply turns the scale on, programmes centred around making weighs the fruit and presses the jam button. food at home, like The Great British The scale then automatically tells the user Bake Off and Come Dine With Me. The how much sugar they need to add to make perfect jam. growth has also been as a result of TV chefs Even in their normal kitchen scales, many consumers are highlighting the health and financial benefits of looking for clever innovations and space-saving devices. cooking from scratch, putting a greater focus on And manufacturers' innovations are driven by such consumer requirements – space-saving, dual purpose and eating in as 'the new eating out', a desire for healthier lifestyle statements are current trends. living and an increase in parental awareness of the Consumers are also influenced by material and colour – the foods their children are eating. aesthetics of everyday appliances. Either modern or retro With the volume of sales growing, the average selling styling can appeal to a particular consumer’s sense of style. But practicalities are vital too – how well the scale does its price (ASP) is decreasing for kitchen scales in most job. Continued new product development means consumers European markets, however, the ASP is increasing in are increasingly aware of what scales can do for them. For the UK possibly due to the prominence of mechanical example, liquid measurement technology allows the user to scales, which tend to be more expensive. weigh both dry and wet ingredients in the same bowl and many slim Indications are that consumers are looking for scales now have integrated quality and reliability, at a reasonable price. The most handles so that they can be influential motivators in purchase decisions are hung up with other small kitchen accessories. that products are functional, well designed and As more and more consumers look attractive in the kitchen. Interestingly, enjoy home cooking and baking, research suggests that a brand name is not vitally the choice of colours, materials important, being low down on the list of reasons for and technologies increases too. a consumer purchase.




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Who buys kitchen scales?

Above: This slim 5kg/11lb ABS platform scale, is the Macaron, inspired by its namesake confectionery desert. It comes in comes in plum, black, white and red and features a liquid measurement function and integrated handle for easy storage. Left & right: The Nutritab, available in black and white, features an integrated timer, which connects to the application to explain the nutritional content of the user's food.

Pretty much anyone who does any form of baking or cooking from scratch; it's probably true to say that most households own a scale. Market research by Terraillon showed that 72% of consumers who buy a kitchen scale buy for their own use – suggesting that scales are considered as useful, practical kitchen items and not just as gifts or gadgets. The research asked consumers about the key purchase criteria when choosing a kitchen scale. The top 10 criteria are listed below in order. l Ease of use l Price l Easy-to-read dial or screen l Design, colour and aesthetic l Product availability in store l Scale capacity l Platform size l Brand l Advice/reviews from sales person in store l Recommendation from friend

Trends The biggest and most recent trend to influence the market is connectivity. Connected kitchen scales are starting to appear all over the market with nutritional and recipe features. This is in line with the connected health and well-being trend and the UK is a very connected and health conscious population. The Terraillon Nutritab scale enables the user to understand the exact nutritional value of what they are eating. The application, based on the weight of the food on the scale has a database of 5,000 food items to choose from, a barcode scan function and a recipe book to save favourite meals in. As connected health and the connected home trends continue to grow, expect to see more unique product offerings arrive on the market. Not only do these devices offer a real point of difference, but they command a more premium price, bringing value back into a declining average price and putting more margin in retailers' pockets. Cookery shows, websites and magazines continue to grow in popularity, as does the interest in healthier living, improved diets and concern over food 'scares'. These trends have meant more consumers are taking to home cooking, in an attempt to be sure what’s gone into their food. There has been a subsequent growth in the kitchen scales market, to which suppliers have geared up to respond. Children too are joining in with home baking, especially easy-to-make cakes. This is why traditional mechanical scales sell so well; they are robust, easy for children and parents to use and look great in the kitchen too. The increase in home baking has also led to a requirement for increased capacity. Not so long ago, 2kg and 3kg scales were the main products on the market, but now 5kg is the entry capacity. And demand for even bigger capacity has meant that 10kg and even 15kg products are increasingly available. To meet the need for higher capacities Terraillon has re-launched its traditional scales with a 10kg/22lb capacity and a larger 2.2 litre stainless steel bowl. Terraillon’s My Cook 15 (available in glass and in stainless steel) and the new Halo Style incorporate a 'hold' function, allowing a prolonged weight display for 15 seconds so the user can remove a large bowl from the platform and still read the measurements. The ability to add wet and dry products is now an everyday consumer requirement and most electronic scales now incorporate this feature. Easy-read displays are increasingly important when purchasing a scale, and manufacturers have accommodated this need by incorporating blue LCD into the display. Finally, the trend of mechanical scale sales versus electronic is an interesting one. In many continental European markets, mechanical scales make up between 12%-17% of sales as consumer appreciate the accuracy of the electronic model. Britain, however, is a little more traditional, and almost 30% of sales in the UK are mechanical, and retailer’s product listings should reflect this.




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Consumer FAQs

Below: Ultra slim glass platform has a large LCD screen and touch sensitive technology, the T1040 is available in a range of colours. Below centre: The Vintage 8kg/15lbs scale is another classic mechanical options, with a unique round dial. Bottom: This slim 5kg/11lb ABS platform scale, is the Macaron, inspired by its namesake confectionery desert. It comes in comes in plum, black, white and red and features a liquid measurement function and integrated handle for easy storage.

Q. Do I need a mechanical or an electronic scale? A. Mechanical scales are ideal for consumers who like the traditional look – these come in a variety of shapes, designs and sizes so 'traditional' doesn’t have to be synonymous with 'old-fashioned'. This type of scale is good for cooking with children as it gives a visual representation of how much the ingredients weigh. Most models come with a handy 'add and weigh' feature, which enables you to weigh ingredients, put the scale back to zero and add more ingredients, rather than have to weigh them all individually. Electronic scales have a digital display, and are designed to be stylish and modern. Again, these come in a variety of designs and some have a striking blue backlight to enhance the ease of readout. Look out for technology that allows you to weigh wet as well as dry ingredients together. This feature really cuts down on prep time. You can usually weigh within 1g of accuracy and these scales tend to be compact and easy to store.

Q. What sort of display should I have? A. When choosing a kitchen scale, make sure that the read-out display suits you – whether you prefer traditional dials or modern digital LCD screens.

A. Think about whether you actually need a bowl with your scale, or if you would prefer to use your own, in which case choose a platform scale.

Q. What does 'tare' mean? A. It's the empty weight of a vessel. The 'tare' function ignores the fact that the bowl and what is already in it weighs a certain amount and takes the reading back to zero so that you can keep adding ingredients and weigh them correctly. A. Most people keep theirs in a cupboard, but with the increasing availability of design-led and attractive scales that can be chosen to co-ordinate with the style of the kitchen, it has become more common to leave them permanently on display on the worktop. A recent trend has been for ultra-slim digital scales, no thicker than a


Q. What capacity should I have? A. Most scales are in the 2kg to 5kg range though bigger models are increasingly seen as standard because so many people are now cooking from scratch at home. But it all depends on how many people you are cooking for, or how many portions you are planning to make at one time – if you are cooking for one or two, a smaller scale will be suitable but if you are catering for a family, or planning to freeze the leftovers for later use, a 5kg version might be best. There are even 10kg and 15kg scales available.

Q. Why are some scales quite expensive?

Q. Should I buy a scale with a bowl?

Q. Where should I store my scales?

book, which can be stored alongside the cookery books on the shelf.

A. Good ranges of scales include products to meet all price points for both retailer and consumer. The cost of manufacture depends on the product substrate that is used, stainless steel scales being more expensive than those made with acrylonitrilebutadienestyrene (ABS), the moulded synthetic substance seen in a lot of household products. European design also comes at a cost, but companies that pride themselves on using innovative European designs – like Terraillon for instance – rather than standard 'off the shelf” Chinese designs, say such a policy leads to products Inset: The white version of the that look far more elegant Frosted Macaron+ ABS platform scale, also available in in the kitchen. plum, black and red.

Q. How do I clean my scale? A. Simply wipe down with hot soapy water, or wash the bowl on the top shelf of the dishwasher.



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Proactive selling questions

Merchandising tips

l What do you need the scale for? l Have you seen the latest innovations? Did you know there is a scale that can tell you the nutritional value of your food? l Will you be cooking/baking in large quantities? l Would you prefer mechanical or electronic scales? l Would you like to be able to weigh liquids too? l Do you make jam? Why not try the jam scale? It works exactly like a normal digital kitchen scale but has an added jam function. l Would you like a scale with a bowl, or would you prefer to use your own? l Do you like traditional or modern design? l Do you have limited storage space? l Would you want to keep your scale out on display? l Do you have a colour preference? l Do you want to be able to convert easily between metric and imperial?

l Have one of each scale out of the box so consumers can interact with them. Scales are a very 'demonstrable' product; people like to touch, feel and try before they buy. l Make sure scales are clearly priced as consumers can often walk away if the price is not obvious. l Have point-of-sale material that enables consumers to understand what the scale can do. If possible have the back-up stock of the scales next to the display items so the consumer can also read the specification detailed on the packaging if store staff are unavailable to answer questions. l Ensure scales can be easily found; if possible, merchandise them within the home baking area of the store. If this is not feasible, display them with associated items nearby to create a themed effect. l Ensure you have a mix of electronic and mechanical scales, various capacities and material types and at price points to suit all pockets. l Try seasonal themes such as Christmas baking, wedding lists or Pancake Day to prompt a purchase.

Glossary Mechanical: This is a scale that does not require batteries or power. Often traditional in design, with a clock face dial. Works on a spring mechanism. Electronic: This type of scale requires batteries. Usually a more modern design, with added features. Usually works on a load cell system. Load cell: This a feature that senses the pressure caused by the weight of an item placed on the scale, and converts that pressure into an electrical signal that displays the weight as a digital reading. The load cells in a scale can be central, or located in four corners. Liquid measurement: Electronic scales that allow the user to measure liquid as well as dry ingredients. Add-and-weigh: Different ingredients can be added consecutively to the bowl – the user simply presses 'tare' or 'zero' in between each to take the reading back to 0. Pause: The weight will remain on the display for a period of time even after the item has been removed from the scale. This is very useful when weighing large amounts of something or using a big receptacle. Tare: The empty weight of the bowl. Press the tare button to take the read-out back to 0 so that you can add the next ingredient to the bowl. Auto shut-off: Scale will automatically switch off, after a specified time period. Space saver: A scale that has been designed to store away neatly. Dishwasher safe: This usually refers to the weighing bowl or pan, which should be washed on the top shelf of the dishwasher. Dual purpose: A scale that can be used for more than one purpose, for example as a clock and a timer. Increment: The lowest unit of measure for which the scale is capable of giving a reading. Capacity: The maximum weight that the scale can weigh accurately. Twin dial: A mechanical scale that allows the user to view the measurement in both metric and imperial at a glance. Platform scale: A flat electronic scale that can be used with the user’s own bowl, or that can weigh food placed directly onto the flat platform. Backlit display: Usually a vivid blue colour, this enables easier reading of the displayed measurement. Jam function: A tool that makes jam making easier by advising how much sugar is needed once the fruit has been added. Connected: A scale that links to a smartphone via Bluetooth and an application.


Inset: The Macaron Frosted + Bowl offers the best of both worlds, a slim, digital option featuring a functional anti-slip bowl, with an optional plastic or stainless steel platform.

Inset: Sleek and stylish with wide glass platform and touchscreen LCD, the Halo Style has a display that works like a smartphone. It features liquid conversion and automatic pause function with max capacity of 10kg/22lbs.

TSB Verdict Scales are a category that appeal to a broad range of consumers: innovations in technology and materials are leading to exciting advances that appeal to the gadgetconscious cook (such as solar-powered and touch-screen functionality), yet the 'traditional' look continues to be hugely popular, meaning that stocking a good range of both kinds can pay dividends for the retailer. The continuing consumer interest in cooking from scratch is good news for the category. The popularity of home baking in particular has a positive impact because it's so important with baking to be able to measure quantities precisely. The growing trend to involve children in cooking has also contributed to increased interest in weighing and measuring food items.



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Stainless steel cookware

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Retailer insight “Other substrates come in and out of fashion but stainless steel is always popular as a go-to material that suits almost every kitchen and is easy to care for. Different customers want different things from their cookware, which makes it important to offer a good variety so that if a customer wants the extra capacity of a deeper pan, or perhaps a glass lid or non-stick coating or phenolic handle, you can offer them something suitable. The last thing you want is for a customer to walk out because they haven’t been able to find what they want. We tend to ask questions like these at the outset to narrow the options down to two or three rather than show the customer 30 or 40 pans, which would blow their minds! Price-wise, we leave the budget end to the supermarkets and offer sets of pans from about £50 to several hundred pounds.” David Conduit, purchasing manager, Harts of Stur, Sturminster Newton, Dorset

This section is kindly sponsored by

Established in 1896, Horwood has two well-known quality brands, Stellar and Judge. The names are synonymous with high quality cookware, but over the past decade Horwood has broadened its market expertise to become a major player in the cutlery, kitchen knives, and bakeware categories, offering a 'one-stop shop' for the independent cookshop. Currently there are 20 different cookware ranges, offering more than 500 products. Stellar's first stainless steel range of cookware was designed, manufactured and sold in 1984 and it is still made in the original Portuguese factory from high-grade European stainless steel.

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Stainless Steel Cookware

Steel the show Inset: Consumers are increasingly investing in quality cookware, believing it is vital for creating successful meals. Below: Stainless steel like this three-tier steamer, really catches the eye when it sparkles, so it's great for attractive and well-lit store displays.

Market overview The pots and pans market continues to do well, according to analyst Brand View, which cites Mintel research suggesting that sales of pots and pans in the UK grew by 17.6% by value in the year to February 2014. The rise was fuelled by the premium sector as consumers invested in high quality cookware, which indicates the value being placed on home cooking. Mintel’s consumer research shows that people are increasingly realising the value of investing a little more in a quality product. Some 31% think that good cookware is essential for successful meals and 47% believe that it is worth paying more for quality. Only 33% look for special offers and just 18% wait for the sales. The market is being driven by the activity of, and interest in, celebrity chefs, a revival in cooking 'from scratch' as a leisure activity (particularly at


weekends) and for health, and a return to eating in as eating out becomes more expensive. According to TGI, more than half of adults prefer to prepare meals from scratch, although pressure on time often prevents them from doing so during the week. There is a focus on value for money, as the typical consumer keeps their cookware for between six and eight years before buying new items. Consumers always look for the best deal for their budget but there is recognition that 'you get what you pay for' in terms of quality and the top end of the market is showing better signs of growth. Some 37% tend to buy better quality items that will last longer,

Innovations The various methods of cooking - such as grilling, frying, boiling and poaching - require different technologies. Boiling water requires heat from the base of the pan and not from the sides, whereas pans that have heat distributed evenly up the sides and base are preferable for frying or making sauces. Therefore one technology is not always suitable for all types of cooking. As a result there are many evolving base/material composite technologies on the market today.



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Stainless Steel Cookware with only 5% saying they buy cheap/low priced cookware, according to TGI. Stainless steel is the number one material choice with consumers, accounting for around 33% of the cookware market and growing by 4% each year. Weighing up the advantages and disadvantages of other materials, high quality stainless steel is the winner as copper can react with alkaline and acid foods, aluminium is a soft material that needs to be coated (and its coating can wear off) while cast iron is heavy and can react to acidic foods. Stainless steel looks good, wears well, doesn’t react with foods and though it is not the best heat conductor, materials can be added to improve its thermal properties.

Above: The rim of a quality pan should enable easy and precise pouring without dripping. The Stellar Tate draining saucepan offers that precision.

Inset: A milk pan, with its specially designed rim, is ideal for making and pouring sauces.

Merchandising tips l Always have the key pieces of any cookware range out of the box and on display; cookware is a tangible product and must be handled. l Ensure you have plenty of focused light directed onto the open display, because stainless steel really catches the eye when it sparkles. l Always display a stainless steel cleaner with your stainless cookware; it is an easy incremental sale. l Ensure that fully boxed products are clearly stacked so that customers can easily see the description and selling points. l Take advantage of suppliers’ training and instore demonstrations.




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Stainless Steel Cookware

Trends Consumers are willing to 'trade up' to goodquality stainless steel products that are backed with a long-lasting manufacturer guarantee. The initial outlay may be higher but this type of purchase can be seen as an investment as stainless steel is very hard wearing and, when used properly, can last a lifetime. With the growing use of induction hobs many consumers want to 'future proof” their choice of cookware and quality stainless steel is a great choice as it is suitable for all hob types. Energy efficiency and perceived value for money are high on the consumer agenda, so stainless steel cookware that requires less energy during cooking and that can cut cooking time will have increased appeal. Right: A stockpot is a great choice for the growing numbers of consumers who like to cook from scratch.

Inset: The return of a traditional classic with the stove-top kettle.

Consumer FAQs Q. What are the practical benefits of stainless steel cookware? A. It’s hard-wearing, hygienic and very durable.

Q. Is stainless steel cookware easy to clean? A. Yes. It requires minimum cleaning and most can go straight into the dishwasher. Good quality stainless steel can look as good as new even after 10 years of use, if cleaned with a stainless steel cleaner.

Q. How do I recognise good cookware? A. The cookware must feel robust. Feel the weight and thickness of the lid; this is a good indicator of the quality of the pan. Also look at the colour of the steel; the higher quality (European grade) pans have a whiteness to them while lesser quality pans have a yellow tinge. The handles should be comfortable to hold, guaranteeing safe handling, and should stay cool during cooking. The rim should provide easy and precise pouring without dripping. The bottom of the pan should have a thermic base at least 4mm deep, to improve the heat distribution across the base of the pan.

Below: Stainless steel is the number one material choice with consumers, accounting for around 33% of the cookware market.

Q. Will food stick to it? A. It can do if heat is applied inappropriately, but it’s




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Stainless Steel Cookware very easy to clean once cool by simply soaking it in warm, soapy water before washing. Some pans have a non-stick coating, such as the Stellar 7000 non-stick range.

Q. What utensils can I use? A. Any, including metal, as stainless steel is hard wearing and very durable.

Q. Can stainless steel be used on all types of hobs? A. Most ranges made in the past 10 years can. You will

Glossary Stainless steel: Steel that has resistance to corrosion or oxidation. Stainless steels are iron alloys with a minimum of 10.5% chromium and other ingredients like nickel that enhance their strength. This metal tends to be 'stain less' rather than 'stain free' - but being easy to clean it’s used widely in the housewares industry. 18/10 = 18% chrome and 10% nickel. This is the highest grade, most 'stainless' (and thus most expensive) of the stainless steel family used in the housewares industry (as featured on all Stellar and Judge cookware). 18/8 = 18% chrome and 8% nickel - high quality and durability. 18/0 = 18% chrome but no nickel – good quality and durability. 13/0 = 13% chrome but no nickel - good quality.

need to check with individual manufacturers.

Q. Why should I purchase more expensive cookware? A. Good-quality cookware will last a lifetime and should be seen as an investment as it represents good value in the long term. Consider how much you would spend on a meal out for two compared with a good quality saucepan that would last a lifetime.

Proactive selling questions l What kind of cookware do you use at present; are you happy with it? l What kind of hob do you cook on? Induction, gas, ceramic, halogen? l What type of cooking do you do most? l Can I tell you about the performance benefits of stainless steel cookware and show you the special features of this range? l Did you know that top-quality 18/10 stainless steel is hygienic, doesn’t absorb flavour, is scratch-proof, will outlast any other cookware finish and is easy to clean? Left: Quality stainless steel is a great choice for 'future proofing' a cookware purchase as it is suitable for all hob types including induction. Right: The steamer fits snugly on top of a pan, saving cooks both time and money by enabling them to boil potatoes and steam veg at the same time. Below: Contemporary pans can happily be used for traditional styles of cooking, such as making jam.

TSB Verdict Hardwearing, contemporary in appearance and now encompassing all sorts of innovative technologies to make it more energy efficient, stainless steel cookware remains as popular as it has ever been and is a vital part of every cookshop offering.




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Waste storage

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Retailer insight “We trade on the twin principles of selling quality goods and delivering excellent customer service. It’s important to us to stock brands that offer our customers clever solutions to everyday problems, with a design-led look. We stock a broad range of waste storage products, including innovative sensor bins, space-saving recycling solutions and bathroom accessories. The ‘hero’ product for us this year has been the simplehuman 30/16 litre rectangular recycler, which offers an attractive sleek bin with a huge amount of inner storage. The high quality of the product alongside the relatively affordable price tag makes this bin sell again and again.” Chloe Evans, category manager, Leekes

This section is kindly sponsored by

Day-to-day life has room for improvement. That's the basic thinking behind simplehuman. By solving simple, often overlooked problems, we make people more efficient in their daily tasks at home, something we've been doing since we were founded in 2000 in Los Angeles. We call our products tools for efficient living. They’re always simple, functional, and built to last and we only build products we love to use ourselves. In fact, we can be a bit obsessive. To make our pedal bins easier to use, we experimented with pedal angles and heights until we found just the right balance and feel. Our sensor pump has the fastest sensor we could find so soap is dispensed into your hands five times faster than a manual pump. Our dishrack has a uniquely angled tray and adjustable spout so the water drains into the sink and not on your countertop. We test religiously to make sure our products work correctly for years of steady use and we’re very proud of what we do. We delight in that “This is clever!” moment people have when they use one of our products for the first time, and we love that people can get as excited as we are over tools for efficient living. Find out more at

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Waste storage Inset: The kitchen is increasingly the hub of the home, and a quality bin can be a striking feature of the kitchen.

What's in store? Market overview Room for improvement - Studies consistently report that kitchen upgrades give homeowners a significant return on their investment — more than 40% in some cases. In a volatile property market, the option to improve rather than move is still very appealing. Kitchens also provide an arena in which to showcase individual taste and style because they are so customisable. Personalised design united with functionality and practicality means that if you get the kitchen right you’re onto a winner. The hub of the home - People no longer want a kitchen that feels disconnected from the rest of the home. 2016 is seeing an influx of streamlined kitchen designs in which the kitchen converges with the home’s primary living space. Homeowners are knocking down the walls that separate living rooms from kitchens, merging the traditionally separate areas for food prep and socialising and inviting the kitchen to take on both roles. For this reason, customers will always need an attractive bin that complements their kitchen décor so it looks its best when friends pop over for coffee. The kitchen is now the foremost social space in the home and a showpiece interior. Super storage - A common concern is how best to utilise the space in the kitchen. Solutions are constantly emerging, with many appliances, products and kitchens being built with space in mind. From refrigerated Below: Store rubbish and recyclables in one space-efficient drawers, to hidden place. Why have two bins if one can do the job of both? cupboards, integrated bin liner pockets, and multi-use appliances - fumbling through cluttered cupboards is a thing of the past! A well-established answer to waste storage requirements is a receptacle that can store rubbish and recyclables in one space-efficient place –


why have two bins if one can do the job of both? Rectangular shaped bins with dual inner buckets offer the best use of space as no corner is wasted internally or externally. Longevity - Research shows that consumers want to invest in products that they can keep for years. The desire for premium quality, long lasting household items has overtaken the notion of buying cheap, throwaway products that will need to be replaced before long. When it comes to rubbish and recycling, the aspirational homeowner is looking for a waste storage solution that acts as a permanent feature of their kitchen - much like a fitted appliance - of superior quality, highly functional and a design statement in its own right.



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Waste storage

Innovations A fingerprint-resistant finish is a soughtafter addition to bins made from brushed stainless steel. This coating effectively fills the gaps in the surface of stainless steel, so smudges and stains don’t get caught in the grain and any dirt that does rest on the bin is easy to wipe off. Both customers and retailers will notice the difference as bins with a fingerprint-resistant finish look in top condition for longer. New to the market are bins with a nano-silver clear coat. An antimicrobial layer is infused into the fingerprint proof coating on a bin to protect stainless steel from fingerprints and germs. Liner pockets mean that bin liners are always exactly where they are needed. Exclusively available from simplehuman, these pockets are an ode to the age of convenience in which we live. Integrated spaces in the back of the bin keep liners handy for a faster liner change. A liner refill pack is slipped into the liner pocket to dispense fresh liners one at a time — no clumsy perforations or unravelling. Odour control has become increasingly relevant as consumers recycle more and throw away less. To save changing a half-full liner just because it smells, an activated charcoal filter is used to absorb odours naturally. While some bins already come with odour absorbing (known as odorsorb by simplehuman) filters integrated into the lid, others can be easily transformed by applying a stick-on filter kit. These kits even work well in fridges and cupboards. Some sensor bins offer adaptive sensing. In recent years, high-end waste storage products have begun to incorporate infrared sensor technology, so they open and close automatically. This touch-free operation means that no germs are passed on, and no smudges left behind. The latest sensor bins feature adaptive sensing technology that reacts and adapts to the user's behaviour so the bin won't open unexpectedly or close before the task is finished. When it comes to pedal bins, a slow silent close can be achieved through innovative lid shox technology, which uses air suspension shocks to control the motion of the bin. When the lid is opened, air is forced out of the cylinder and the piston goes up. As the lid starts to close, air slowly enters the chamber, equalising the pressure so the piston returns at a slow, steady rate. Messy bag overhang can be concealed: some simplehuman bins have an innovative liner rim that flips up for a quick and easy liner change, then closes over the liner to hold it tightly in place and keep it neatly and securely hidden from sight.



Left: Store and dispense liners one by one from inside the bin for a faster liner change. Bottom left: lid shox technology uses air suspension shocks to ensure the lid closes softly.

Inset: Metallic kitchens are still very sought after and the trend is reflected in the demand for brushed steel.

Trends Today’s kitchen is a smart space. Interior designers have predicted a hi-tech makeover, with more kitchens featuring designated spots for smart devices – for example, integrated charging stations to store phones and tablets so that they are always operable, at hand and charged. More than ever, consumers are looking for synergy with the spaces they occupy, and the technology they use. State-of-the-art appliances, from steam ovens to built-in coffee machines and wine coolers, will be fused seamlessly within the kitchen design itself. This trend carries over into waste disposal - the latest sought-after bin models come with integrated bin liner pockets. These specially designed spaces are set within the bin itself, enabling customers to store refill packs of the liner required, and dispense them one by one, effortlessly, as needed. This means no more fumbling for a roll in the cupboard under the sink, they’re right there — and there are no perforations or unravelling. There’s a call for items to be multifunctional – the products that are flying off the shelves are those that can offer a little bit of extra time, space, or convenience to the user. Metallic kitchens are still very sought after and the trend is reflected in the demand for brushed steel. 2016 is a year where consumers are looking for products that interact with their space. Design and technology must collaborate to create a kitchen that has a few tricks up its sleeve.


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Waste storage

Above: Group together different sizes and shapes of bins to show the range of options available to the customer. Below right: This information sheet will help the customer choose the right bin for their needs.

Proactive selling questions l What size bin do you need? Bin capacity is usually measured in litres, with a variety of sizes available for different uses: l 3-10 litre – bathroom/bedroom/office l 12-25 litre – small household l 30-35 litre – medium household l 38-80 litre – large household l Where will the bin be used? Use a guide, like the one below, to help the customer choose the right bin for any given location in their home.

Merchandising tips The more help you can give instore to communicate the features of higher margin items, the stronger the case to buy. Highlight special additions like a fingerprintresistant coating, liner pockets, or a lid lock. Draw attention to the security of a 10-year warranty, so that consumers are encouraged to 'trade up' from the more basic models. Get to know the products and demonstrate the ergonomic designs. For example, the lid shox slow-close mechanism on a simplehuman bin. This draws attention to the superior engineering, so the customer can truly appreciate the attention to detail in the design. l Ask suppliers if they will provide training for staff, POS materials or merchandising assistance – most are only too happy to help. l Merchandise by brand or create themed displays such as Tomorrow’s Technology, Spring Cleaning, Recycling and Home Organisation. l Bins aren’t usually an impulse buy, so it’s important to offer a wide range. If you have to limit the amount of products on display, prioritise the most popular shape (rectangular) and sizes (30-40 litres). Stainless steel stands out – take at least one bin out of the box and place it in a prominent position to attract interest. l If you are selling sensor products, keep your demo model clean and appropriately powered (either with a power adapter or good quality alkaline batteries). Test it yourself at least once a week and report any problems to your supplier. l Make use of eye-catching and informative packaging – it will help sell the product for you. l Ensure that bins are kept clean, particularly those at ground level. Keep a microfibre mitt on hand to polish up stainless steel. l Display accessories like liners and sensor bin power adapters nearby. Consider having a display near till points for relatively low-cost add-on purchases like microfibre mitts and odour absorbing filters.


customer guide: how to choose the right bin

h (lid open)



See the diagrams below for suggested shapes:




a slim bin with a split lid is great under low worktops

or kitchen island

ideal for smaller kitchens or more minimalist décor




When evaluating potential bins, don’t forget to measure the height of the bin with the lid open!



just about anywhere

makes the most of tight spaces


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Waste storage

Identifying a good bin There are three key indicators of quality in a bin: l Pedal The first is the pedal. To ensure durability, this should be tested to around 150,000 steps, which equates to more than 20 steps a day for 20 years. It should also be designed for optimum leverage. If the pedal is mounted lower to the ground, the user does not have to press as hard. A lower pedal is also easier to access and more comfortable to step on, whether the user is wearing fluffy slippers or sky-high stilettos! l Hinge The hinge on a bin is very important. A premium quality bin will have a hinge that opens wide to accommodate bulky items without the lid hitting the wall behind. A space efficient slim profile hinge allows the bin to be placed closer to the wall than with traditional hinge designs, and some bins even have an internal hinge so that they can fit flush against a wall or kitchen island. l Ease of care and maintenance The third consideration is whether the bin is easy to care for. No-one wants a high maintenance bin! Look out for a fingerprint-resistant coating that will keep stainless steel shiny. Some bins have features that prevent messy bag overhang, or a pocket to store refill liners – taking the hassle out of emptying the bin. Anything that makes life easier for the user is a selling point.

Inset: Ensure that bins are kept clean by using a microfibre mitt to polish up stainless steel.

Consumer FAQs Q. How long should a stainless steel bin last? A. Good quality, stainless steel bins should last for a long time and the best ones come with a 10-year warranty. Before buying, check whether the manufacturer has a commitment to high quality materials and construction. Some demonstrate this through rigorous testing that goes beyond the warranty period. For example, the pedal may be tested for up to 150,000 steps, the equivalent of 20 steps a day for 20 years. Q. How should I clean my stainless steel bin? A. Stainless steel should clean easily with warm water and a soft cloth. Microfibre mitts are particularly effective for cleaning stainless steel without leaving streak marks. Never use bleach or wire wool.

Right: Some bins have an internal hinge so they can fit flush against a wall or kitchen island.

Q. Which are the best bin liners to buy? A. Always check the bin’s liner code to see which size of liner will fit it best. If in doubt, check on the manufacturer’s website - many manufacturers now sell the correct liners to fit their bins online. Below: Customers don't like high-maintenance bins; a fingerprintresistant finish helps keep stainless steel shiny.

TSB Verdict With the variety of high-end, design-led, aesthetically pleasing and multifunctional bins available, there's no need to think of waste storage in terms of a low-priced afterthought to be kept at the back of the store. This is a category where design and engineering – and consideration of trends for recycling – has led to the creation of products that are as attractive and appealing as any other kitchen category and that can justify a prominent position as an intrinsic part of the store's range. simplehuman, touch-bar, lid shox, multi-sense and odorsorb are trademarks or registered trademarks of simplehuman.




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Profile for Max Media Group

Progressive Housewares, Cookshop Training Source Book 2016  

Progressive Housewares, Cookshop Training Source Book 2016