The 2017 Cookshop Training Source Book

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

S P E C I A L P U B L I C AT I O N

12-13 June 2018

Business Design Centre, London

Be sure to save the dates for the

2018 Exclusively shows

in your diary now!

We look forward to welcoming you to the shows! www.exclusivelyhousewares.co.uk www.exclusivelyelectrical.co.uk

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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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Leader

Editor’s

welcome

W

elcome to the 2017 edition of the Training Source Book. As ever, we are pleased to bring you an informative mix of some of the most popular cookshop categories.

Whether you’re into perennial favourites like bakeware, pressure cookers and mills, or your interest is more contemporary products like ceramic-coated cookware or inductioncompatible pans, you will find something within to inform and educate.

The aim of this book is to provide the retailer with handy bite-sized chunks of information about the various product categories, including ideas for how to merchandise them and how to start a conversation about them with the customer. Even if you have only a minute to flick through the pages, we are sure you will find a useful nugget or two of information that will assist you in offering a top-notch customer sales service.

Now, like never before, cookware retailers who really know their stuff are certainly likely to score over those who don't. While we are living in changing times, as history has proved, when consumers look to tighten their belts it can ironically be helpful to the cookware industry.

When people cut back on luxuries like visits to restaurants, they tend to cook more and entertain more at home, which can of course translate into cookware purchases.

Meanwhile, consumers’ increasing dislike of

waste, extravagance and the ‘throwaway’ culture means that when they buy, they buy with quality in mind. People know that buying cheap often means buying twice and they are prepared to invest in products (with the right design aesthetics, of course) that will last.

And that's where the cookshop comes in, with its expert knowledge about quality, functional items that offer longevity and real utility, and its ability to offer personal service. If you can combine any online shopping facilities you offer with bricksand-mortar’s unique capacity to let people see, touch and compare products in a pleasant and appealing shopping environment, along with informed advice, you’ll be a step ahead.

We hope the Training Source Book will help in a significant and enjoyable way with that goal.

Sue Fenton Editor

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 (www.fwords.co.uk) Publisher: Patrick Wade (mediap@aol.com), Joint Managing Directors: Warren Lomax (warren@max-publishing.co.uk) and Jacqueline Brown, Progressive Housewares Editor: Jo Howard (joh@max-publishing.co.uk) Design: Mark Grayson, Gary Freeman

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Contents

What’s inside?

74 38

26

32 44

50 56

62

8-13

Aluminium cookware

50-55

Ironing systems

14-19

Bakeware

56-61

Kettles & toasters

20-25

Cake making

62-67

Mills

26-31

Ceramic non-stick cookware

68-73

Pressure cookers

32-37

Coffee making

74-79

Stainless steel cookware

38-43

Hard anodised cookware

80-85

Waste storage

44-49

Induction cookware

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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.

2 t e c h • A c I D • A D D I s h o u s e wA r e s • AerolAtte • A m e f A • AnnIversAry house • Apollo housewAres • Arthur prIce • Auteur • AyDyA • Berghoff worlDwIDe • BhetA • Bhl group • BlAck + Blum • BoDum • BoskA hollAnD cheesewAres • BrABAntIA • BreweD By hAnD • BrItA wAter fIlter systems • Burton mccAll • chArles Bentley & son • chArles vIAncIn • cIe europe • cIty look Imports • corAvIn europe • country mAtters • creAtIve proDucts • curver uk • DAvID mAson DesIgn • DenBy BrAnDs • DkB householD • Dnc • the Drh collectIon • eAton home & DInIng • eDDIngtons • eko utIlIty • elIA InternAtIonAl • envIro proDucts • europAsonIc • fAIrmont & mAIn • fAlcon proDucts • fIskArs • fossewAy trADIng • geh • gourmet gADgetry • green pIoneer • group ImperIAl • groupe seB • h & l russel • hAus mArketIng & DIstrIButIon • homeDIcs group • horwooD homewAres • I grunwerg • Ic InnovAtIons • IcB • Ictc • ImperIAl InternAtIonAl • InternAtIonAl cookwAre • InternAtIonAl InnovAtIon compAny • ItAl trADe • JeAn DuBost • JerAy • Jersey pottery • Joseph Joseph • Jwp • kAmBukkA • kIs • kuhn rIkon • lADelle • lAvAzzA coffee • le chAteAu textIles • le creuset • lekue / emIle henry • lsA InternAtIonAl • luxury housewAres • mAhIttI • mAson cAsh • mAstrAD • melIttA • metAltex • meyer • my gIfts trADe • nAvIgAte • neAt IDeAs • new DAwn • nIxxee • octopus puBlIshIng group • orIgInAl cleAn 1886 • oxo • penDeforD housewAres • phA kItchessentIAls • pIk-A-pAk home electrIcAl • plAnIt proDucts • plAstIcforte • plImco • polDer housewAres • premIer housewAres • proplAs • rAywAre • reADy steADy cook • rkw • roBert welch DesIgns • rtA gloBAl • rylAnD peters AnD smAll • sABIchI homewAres • scott Brothers • sImplehumAn • sIstemA uk • smAsh gloBAl • stuDIo Dmp • swAn proDucts • t & g wooDwAre • t s uk (tontArellI) • tAylor’s eye wItness • terrAIllon • the cookwAre compAny • trADestock • typhoon • ultImAte proDucts • vAlerIe grAhAm • vIlleroy & Boch welsh slAtewAre • wesco • western house • whAt more • whItefurze • whItforD • wIlton BrAnDs • worlD kItchen • zAk DesIgns • zwIllIng J.A. henckels Benross • BLenDTeC • DuAlIt • ecovAcs europe • epe InternAtIonAl • espresso supply • europAsonIc • JurA proDucts • kItchenAID • mAgImIx • melIttA • new DAwn • nsA uk • pIk-A-pAk home electrIcAl • rkw • sAge By heston BlumenthAl • smArt worlDwIDe • smeg • teAm ukI • ultImAte proDucts • vItAmIx • vyBrA solutIons

Follow us on www.exclusivelyhousewares.co.uk www.exclusivelyelectrical.co.uk

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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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The International Home + Housewares Show in Chicago is always one of the most inspiring fairs that we visit. Increasingly international, there is a real sense of welcome for overseas buyers – the IHA works harder than any other show to achieve this.

We find a lot of innovation, interesting design and brands that we haven’t seen at the European shows.

The opportunity to visit the U.S. retailers and see class-leading merchandising is also time well spent.

Ben Phillips, Managing Director Steamer Trading

10 – 13 March Chicago, USA Show information and free online pre-registration: www.housewares.org

2 018 For more information, contact IHA UK Office, Marcus Findlay, Tel: +44 121 580 8398, Email: ihauk@plimco.co.uk

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2018 march 10 - 13 • chicago, usa

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 and 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 2018/2019 at the Pantone Color Watch display and seminars

For travel arrangements, contact Expose Travel, Paul Vasdev, Tel: +44 1883 349576, Email: paul@exposetravel.uk

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Aluminium cookware

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Retailer insight “We aim to de-mystify the cookware market through education. It’s critical that our offering should meet consumer needs and match market trends. Partner training is at the core of John Lewis partnership values and we pride ourselves on having the best customer advising team in our shops. We work closely with suppliers to make sure that our staff are fully trained and upto-date on new ranges and innovations, such as new coatings and removable handle ranges.

Our close collaboration with brands such as Tefal has remained one the reasons why we remain a destination for cookware. Innovation remains consistently at the core of the Tefal brand and resonates with our shoppers. Touch and feeling product remain essential in the path to purchase, which is why we keep driving our in-store experience with demonstrations, partnership training and local store events. Similarly, while 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 their products are high-quality, comfortable to use and long-lasting.”

Nicola Hattersley, cookshop buyer, John Lewis

This section is kindly sponsored by

Tefal is the world leader in non-stick cookware, offering a host of high-quality and enhanced products designed to simplify everyday tasks in the home.

Tefal is one of the industry benchmarks and sets the standard in non-stick coating technology. The brand is recognised for the variety and originality of its offer, such as the renowned Thermo-Spot heat indicator. Tefal’s approach is one that evokes ingenuity and pleasure, aimed at people who enjoy the experience of cooking together. Tefal attracts and involves top chefs in the design and production processes, and strengthens its market presence further with deep and enduring product placement and advertising.

Tefal has been supporting consumers for more than 60 years with ingenious products that have revolutionised the way we eat, cook and live. Add to this the excellent aftersales care, impactful and informative packaging and, with price points to suit all budgets, you see why Tefal is regarded as the shopper's number one choice for branded cookware.

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Aluminium cookware

Innovation-laden

Inset: The new Expertise frying pan features a reinforced non-stick coating.

Below: Chef Jamie Oliver using a stewpot from the successful Tefal hard anodised range.

Market overview The total cookware market fell by 2.1% in value from 2015 to 2016, possibly as a result of the political and economical uncertainty surrounding Brexit. However, this economic uncertainty could turn out to be a positive thing for the market because commodity markets such as cookware tend to thrive during recessions; research into the habits of British shoppers suggests that there is an increase in cooking from scratch. Certainly this is the experience of market leader Tefal, which had a record-breaking year in 2016, with year-on-year sales growth of 6% extending its market share to 25.3% (source: GfK, January 2017).

Cooking is an essential part of consumers’ everyday lives: GfK says we spend an average of 5.9 hours cooking every week, which is almost equal to a day in the office! As we get older, we spend more time cooking and exploring new recipe ideas and techniques, sourcing inspiration from the cookbooks and television cookery

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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.

shows that continue to grow in numbers and popularity each year.

The importance of social media and bloggers is also a big influence, particularly in terms of interesting the younger generation in cooking. The trend of online content sharing have increased consumers’ awareness and interaction with new cooking and taste trends, with healthy eating being more and more important.

As a result, consumers are investing more time and money into finding the perfect recipes with the best ingredients.

More significantly for cookshops, shoppers are also seeking out quality tools to assist them in their experimenting.

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Aluminium cookware

Trends

Innovations

l Induction hobs The penetration of induction hobs has increased significantly over recent years. According to GfK, these hobs accounted for 26% (by volume) of the total hob market in 2016 (compared with 20% in 2015).

Because induction hobs require magnetised cookware, demand for induction-compatible cookware has increased too and this type of cookware now accounts for a third of the market. Historically it was very expensive due to the materials required, but prices have come down and are now much more affordable. l Versatility Consumers like products that make cooking easier. Pans with removable handles are a great example of this. They can be used on the hob, in the oven, on the table and in the fridge – and can be stacked to make storage easier. l Trading up and collectability In the search for reliable items that are built to last, consumers are increasingly trading up to higher-priced brands that they are familiar with. Such brands allow consumers to build up a collection over time, and to source items that are needed for particular occasions, such as frying pans for Pancake Day. l Ethnic cooking Interest in Indian cooking and so-called ‘fake-aways’ continues to grow, a trend illustrated by the success of Tefal’s Madras Collection since its launch in 2012. Sales of this collection grew by 20% between 2015 and 2016. l Healthy eating Non-stick coatings remain popular as they offer the nutritional advantage of reducing the amount of fat required for cooking. l Online shopping Because online shopping continues to increase, consumers are more likely to look for brand names they recognise; this gives them confidence that they will not be disappointed when buying without having handled the product first.

A branded offer is perceived as being durable, practical and reliable and this presents an opportunity for brands to educate the shopper through digital campaigns and fend off the competition from private labels.

Though Tefal’s heritage comes from the invention of non-stick aluminium cookware, continued innovation and product development has led to the emergence of strong offers in different substrates.

For example, the company launched multiple stainless steel ranges in 2015, and has become the leading brand in this substrate. Meanwhile, the Jamie Oliver hard anodised range has also proved hugely popular.

Tefal’s cookware portfolio will be relaunched with new non-stick coatings that are the most durable yet. Titanium Excellence, a premium multi-layer non-stick coating, has a patented hard base reinforced with titanium particles, claiming to withstand 12 years of intensive use. The coating is tough enough to use with metal utensils and gives better protection against scratching and abrasion. Having been through laboratory tests designed to reproduce precisely the various cooking techniques, this range is said to last up to three times longer than existing ranges.

Meanwhile, to address the need for temperature control to ensure perfect cooking results (if a pan is too cold, the food ends up overcooked and dry; if the pan is too hot, the outside of the food gets burned while the inside is undercooked), there is a distinctive new “T” on the iconic ThermoSpot. This heat-sensitive spot turns fully red once the pan has reached the optimum temperature to start cooking - between 180 and 200oC – showing users more clearly when their pan is at the correct temperature.

There has also been innovation centred around design, notably the Ingenio range of pans with detachable handles, which allow the pans to be easily transferred from the hob, to the oven, to the table and into the fridge for storage. This range also offers space-saving benefits, as the pans easily stack into one another in the cupboard. This sub-brand was supported by a £1million TV campaign in October 2016, resulting in significant growth, which should continue thanks to a partnership with L’atelier Des Chefs in the UK and a second wave of TV support due later in 2017.

Inset: As healthy eating becomes more important to consumers, non-stick pans that require little oil are very popular.

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Aluminium cookware

Glossary Aluminium: A metal that is nearly three times lighter than stainless steel yet is extremely durable and corrosion resistant. It conducts heat 13 times better than does steel and spreads it evenly for great cooking results. To create an aluminium pan, a sheet of metal is heat pressed to the shape of the pan.

Cast aluminium: Casting is the process of pouring molten (liquid) aluminium into a mould to create the pan. Cast aluminium products are often thicker than sheet-pressed aluminium. This material is often seen as a light-weight alternative to cast iron.

Hard anodised aluminium: The cookware is created through heat pressing, like standard aluminium pans, but the item then goes through a chemical bath that gives these pans their distinctive and extremely hard-wearing matte grey exterior.

Inset: Consumers like to add to their collections with items for specific occasions, such as Pancake Day. Bottom left: Dishwasher compatibility is one of the criteria consumers think about when purchasing.

Most aluminium pans can be washed this way.

Merchandising tips l Cookware can be very tricky to merchandise; if not done correctly the display will look messy and unorganised, which can 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 an 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 (if space is tight just one per type; no need to unbox all sizes). Cookware purchases are a tactile process and the consumer may want to pick up the products and feel their weight and quality 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 Cookware can be a confusing category, so use ticketing, brochures and showcards to provide information on the range benefits. l Showcasing items by brand, substrate or price point 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 consumer experience online – make the most of range information and assets such as product shots, lifestyle images and video to replicate the range selection the consumer would see in store.

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Bottom: Offering matching sets, such as this five-piece inductioncompatible range, encourages ‘collectability’.

Below centre: Leftovers can easily be stored in a fridge by taking off Ingenio’s detachable handles and putting a lid on the pan.

Inset: Ingenio's removable handles allow saucepans to be easily stored in small cupboards, enabling a space saving of 40%.

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Aluminium cookware

Inset: The new Expertise induction-compatible cast aluminium grill pan allows the user to chargrill steaks, fish and vegetables perfectly.

Bottom: This diagram shows how the new Titanium Excellence nonstick coating is constructed.

Below: The Madras collection, which features two different size khadais and a chapati pan, is a response to the interest in ethnic cooking.

Below centre: This inductioncompatible range features extra-durable non-stick cookware and the new Thermo-Spot ‘T’ logo.

Proactive selling questions

Consumer FAQs 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 it?

A. This depends on the interior non-stick coating. With a good quality non-stick, food won’t stick and little or no oil is needed.

Q. Can I use metal utensils?

A. This depends on the interior non-stick coating.

Among those that are metal safe are the Tefal Intensium and Titanium coatings.

Q. Can aluminium be used on all types of hobs?

A. Yes, but on induction hobs only if the pan has a stainless steel disk on the base (it’s the stainless steel that makes a pan magnetic and thus induction compatible).

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l Do you have an induction hob at home and are you looking for induction compatible cookware?

(This will help you decide which ranges to present, and might be a chance to upsell an induction range as ‘future-proofing’.) l Are you looking to add to your existing cookware or to buy a completely new set? (This will tell you if you should focus on specific items of a matching material, a replacement item, or perhaps a whole new range investment. Some shoppers may not be aware of the benefits and versatility of large frying pans, non-stick coatings, saute and wok pans or of the potential savings when buying sets, so these are all good pointers to keep in mind.) l What brand or type of cookware do you have at present? Are there any problems or shortcomings with it? Any aspects you have found particularly good or useful? l How often do you cook? How many people do you cook for? l Do you tend to fry, stew, boil, steam or bake?

TSB Verdict While aluminium has always been a popular substrate, recent developments in technology and design – such as extra-durable non-stick coatings, the emergence of hard anodising and the launch of space-saving ranges – have increased interest in this hard-wearing yet lightweight material. Especially where supplier marketing material and advertising campaigns are helping to drive sales, aluminium pans remain a strong category for the cookshop.

TRAINING SOURCE BOOK 2017

TEFAL’S BEST EVER NON-STICK New & improved Th o turns y d Оce the p is ady to cook

Our mo dur le nĐž-Â?Â? cookÂ

M€al u‚ƒl safe coa…ng

Second ďŹ nish later for non-stick performance First ďŹ nish later for non-stick performance Top Coat layer with Titanium particles for high resistance Second anti-abrasion layer for durability First anti abrasion layer for durability Titanium fusion hard base for ultra high resistance and durability Aluminium base

FULL MARKETING SUPPORT IN 2017 www.tefal.co.uk

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Retailer insight “The market went through somewhat of a decline after the baking ‘bubble’ burst but luckily I've found that the market has now stabilised. Many customers continue to enjoy the fun of home baking and they tend to look for ranges that tick all the boxes, including good, better, and best options. If the range offers excellent product guarantees, that’s a great selling point too. For me, bakeware from the Meyer stable of brands leads the sector. They offer wellpriced bakeware and drive the sector with their innovative technology such as Cushion Smart, which offer superior food release qualities and faster cooking times. They continue to add new products into their existing ranges in order to cover all the bases for discerning cooks.”

Jayne Stewart, senior buyer, Ulster Stores, Northern Ireland, Wales and Jersey

This section is kindly sponsored by

Baking

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, Meyer and Prestige. Producing more than 40 million pieces of cookware every year, we are 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, offering a range of products and price points that will appeal to everyone from novices to more accomplished cooks.

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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Bakeware

n,

Bake on!

Inset: Home bakers are increasingly taking on more sophisticated challenges like frosting and fondant decoration.

Market overview

Innovations

Although the Brexit vote will have far-reaching consequences for retail (volume growth may be impacted as shoppers reduce frequency of spend), Conlumino reports that the bakeware market was worth £114.3million in 2016 and it predicts that bakeware will outperform the cooking market thanks to resilient demand for baking as shoppers look to save money. Bakeware has the highest forecast growth, expected to rise by 10% between 2016 and 2021.

According to Conlumino, 40.9% of the research sample has professional baking experience.

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 and baking blogs such as The Pink Whisk, Patisserie makes Perfect, Fabfood4all 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.

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, Circulon Ultimum 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.

The Moments bakeware comes with an ingenious triple layer non-stick interior and a stunning champagne finish that will take centre stage in any kitchen.

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 and healthier to use.

Left: The food release on Circulon Ultimum bakeware means that even the stickiest puddings don’t stick to the tray.

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Bakeware Right: Conlumino predicts that bakeware will out-perform the cooking market as a whole, as consumers see baking as a way to save money.

Bottom Circulon Bakeware aims to deliver consistently good baking performance.

Trends

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.

Silicone 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.

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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 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 35% watch one or more TV cookery shows or look up recipes online and over 45% have baked at home.

Although the younger generation is discovering baking through new media, they’re also embracing its heritage.

The fun aspect of baking combined with traditional baking skills, nostalgia and love for retro style in the kitchen puts long-established brands such as Prestige at the top of any baker’s shopping list.

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 (9.6% of purchases), with muffin tray and pie tin sales also strong. There’s also a growing desire to show off decorating skills, which is reflected in purchases of baking utensils and accessories.

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.

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Bakeware

Who buys bakeware?

The male/female divide is not as wide as one might expect. Conlumino says that 16.9% of men and 29.0% of women purchased items from the bakeware category during 2016, with 37.9% of the group saying that they baked at least once a week. Baking is also an increasingly popular hobby for the younger generation, with 28.7% of 18-24-year-olds (slightly more than the 25-35 age category), 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.

Above: Loaf tins and cake tins are the most popular bakeware items, accounting for nearly 10% of the total.

Left: The innovations in non-stick coating meet the demand for features that make pans easier to clean and healthier to use.

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 in-store 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. l Packaging too, is important when it comes to communicating features and benefits. Look for easy-to-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.

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Bakeware

Left: The Moments bakeware range comes with an ingenious triple-layer nonstick interior and eye-catching champagne finish.

Left centre: Circulon Ultimum Bakeware features both a quality non-stick coating and special circular grooves that release food easily without the need for grease.

Bottom left: The Prestige Inspire range offers a variety of bakeware for making everything from cupcakes to home-baked bread.

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

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. What does heavy gauge mean?

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.

Q. How should I wash my bakeware?

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.

Q. Do I need to grease my cake tin?

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. Can I put my bakeware on the hob?

A. It's best not to, as direct heat non-stick coating found on many bakeware items.

TSB Verdict 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.

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Cake making

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Retailer insight "People are baking more cakes than ever, and stand mixers are the perfect kitchen product to get the job done quickly and easily, and ensure an even mix. Always featured on any television cooking programme, stand mixers have become a kitchen must have, and now that mini versions are available, even small counter tops can accommodate a mixer. With the online phenomenon of sharing pictures of your bakes as well as customers wanting to know what goes into their food and the importance consumers are placing on creating from scratch, these kitchen essentials are not going away!"

Lisa Cherry, junior buyer, small electrical, John Lewis

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. Following the launch of the ďŹ rst 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: The novel addition of an in-bowl illumination feature adds interest to the Chef Titanium.

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

Cake awakening Market overview • Kitchen appliances continue to be popular household items, partly because people have been inspired by TV cooking shows to do more cooking from scratch. This coincides with a continued shift away from the desire to consume sugar, salt and fat, and an increasing preference toward 'free from' food as people try to eliminate certain food groups such as dairy and gluten.

• Consumers are 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-held mixers or mixing manually. 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.

• Online sales continue to increase and manufacturers and retailers are constantly improving their online presence to facilitate the consumer journey from research to purchase. For example, Kenwood has launched a global Facebook page (Kenwood Official) to engage with consumers; it has more than 1.2million likes.

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Cake making Right: The folding attachment pictured is one of a variety of tools for different purposes.

Left: Kenwood has tapped into the trend for colour splashes, with the relaunch of its iconic kMix collection.

Innovations It is crucial that manufacturers continue to develop innovative machines that will help consumers achieve the best results possible simply and quickly. Last year, Kenwood re-launched its ‘hero’ kitchen machine, Chef Titanium, to include a new in-bowl illumination feature, enabling consumers to see the colour and consistency of their mix.

The sturdy machine boasts a powerful 1,500W motor that can easily cope with vast quantities and a range of ingredients. It also features load-sensing control, enabling the intuitive machine to adapt to each recipe depending on the load.

• Versatility is a key feature of good kitchen machines. For example, Kenwood’s machines all feature the traditional KBeater, whisk and dough hook, but there are more than 20 additional attachments available, giving users a huge amount of flexibility to be as experimental as they like. The 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.

Trends A rapidly-growing number of households (currently about two-thirds) say they are concerned about sugar consumption, according to Kantar Worldpanel’s 2016 figures. Consumers generally are buying less packs of sugar, and the consumers most worried about their sugar intake are buying fewer sugar-heavy products as well. This trend tends to have the knock-on effect of more people wanting to make their own cakes, which in turn influences cookware sales.

• Colour, design and quality are key drivers within this category. Over the past year there has been an increase in demand for coloured home appliances, and Kenwood has tapped into this trend with the relaunch of its iconic kMix collection.

Right: The whisk, dough hook and K-Beater are standard attachments but many more are available for a variety of mixing tasks.

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Cake making

Inset: Consumers are realising that machines save time and give more versatility and better consistency.

Merchandising tips 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 first 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 first 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. 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 mouth-watering 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. l Offer information about the attachments that are available to buy separately. It’s important for the customer to realise that an expensive cake mixer isn’t just for cakes – it can be used to grind meat, blend smoothies, slice and grate vegetables and even roll pasta.

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Proactive selling questions l What do you enjoy most about making cakes?

People make cakes to delight others and provide home-made, 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.

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Cake making

Who buys cake prep equipment?

Traditionally the consumer has been mainly women aged 40-plus but the average age has been getting lower, with many young people – and 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 cake making to include all age groups.

As part of Kenwood’s consumer research, the habits, behaviours and attitudes of 10,000 people were studied to identify cultural shifts and trends around food globally. Out of those studied, 25% were found to be ‘culinary devotees’ – people for whom food and cooking is a passion. These consumers own the most appliances and use them the most, to develop their skills in a wide range of activities, from whipping and juicing to generally being more precise when baking.

• Appliances also help with the sheer volume of cooking that the devotees are doing; 24% of people in the culinary devotee group own a stand mixer, double any other category in the survey, and they tend to invest in good-quality professional tools and machines.

• 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.

Consumer FAQs 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 and intuitive 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. Baking by hand can be messy and time-consuming; • Consistency of results with very little effort. In theory, a recipe will turn out the same every time you make it; • 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 20 optional attachments available for the Kenwood kitchen machines, including a

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meat grinder, pasta roller, food processor, glass blender and juicer.

Q. What is the difference between a Chef and a Major or XL? A. The only difference is that the Major/XL has a bigger motor size and bowl capacity.

Q. How easy are mixers to clean?

A. All parts that do not include 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.

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Left: The inbuilt light enables the user to see exactly what’s going on in the bowl beneath.

TSB Verdict With consumers’ interest in home baking and healthy eating as strong as ever, the move continues away from pre-packaged food to cooking from scratch. Meanwhile, the age-group of potential buyers of machines is broadening and consumers are particularly interested in products that are built to last. That means there's never been a better time for retailers to promote quality multi-functional kitchen machines.

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GIVING YOU THE POWER TO INSPIRE For the most authentic taste at your fingertips. The Kenwood CHEF Titanium with new in-bowl illumination provides you infinite precision and control. With the power and versatility of a CHEF Titanium, creating hundreds of possibilities has never been easier.

www.kenwoodworld.com

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Ceramic non-stick cookware

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Retailer insight “Since ceramic non-stick was first launched on the market we have definitely seen growing consumer interest in it. Once the core messages of health, durability and versatility are flagged up to the consumer, they really get it and we have worked closely with GreenPan, which is a long-established part of our cookware offering, on getting these messages across to our customers. That work has included regular range refresh and extensions and strong point-of-sale materials.”

Rob Falconer, buyer, Steamer Trading

This section is kindly sponsored by

The Cookware Company is a global cookware manufacturer with worldwide brand presence. GreenPan is a Belgian brand with an international reputation and is now in its 10th year, being the first brand to launch PTFE-free non-stick cookware into the market.

GreenPan is 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 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

Main: GreenPan, the original brand of ceramic non-stick, celebrates 10 years on the market this year.

Below: Ceramic-coated cookware can be used for all kinds of food.

t r e c c i m a r e c A 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 ceramic-coated non-stick pan in 2007.

This coating has been revolutionary in the US, where 56.8% of consumers now say they would choose a ceramic-coated non-stick product (source: HomeWorld, Consumer Forecast 2017). 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.

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Innovations 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, can now be performed safely in a non-stick pan without worrying about accidentally overheating the 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; these are among 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. 2017 has also seen GreenPan launch a new electro-chemical surface treatment for stainless steel cookware, EverShine, which keeps the exterior looking as good as new for years.

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Ceramic non-stick cookware

Proactive selling questions l Have you heard of ceramic-coated non-stick cookware? l Can I show you how it’s different from traditional non-stick?

This 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 overheating traditional PTFE-based non-stick coatings?

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

Above: EverShine, a new electrochemical surface treatment for stainless steel cookware, keeps the exterior looking as good as new for years.

Inset: XXXXXXX

Trends There has been significant growth in recent years in the number of consumers keen to cook at home – encouraged by TV and the media, and increasingly by what they see on social media. New superfood bloggers and chefs are encouraging more of the younger generation to cook from scratch and eliminate processed foods in their diet. This in turn drives growth for brands that share many of the same messages.

Consumers are also looking for quality and innovation – and in some instances, a strong ‘green’ story. So products that provide energy-saving features or that are produced in an environmentally friendly way are also finding favour.

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Ceramic non-stick cookware

Care and use l 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 a lower heat setting and no need to pre-heat either. l 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. l Avoid using metal utensils or cutting food in your pan which could create small cuts in the coating where food and oils can stick and carbonise. Wooden, silicone or nylon tools are good to use, or a metal utensil-safe coating like GreenPan’s Infinity Professional. l 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.

Consumer FAQs Q. What is ceramic non-stick?

A. Ceramic non-stick is a coating used on all GreenPan non-stick cookware. It is made from natural materials (it is derived from sand) and does not contain any PFAS, or PFOA, lead, cadmium or plastic-based PTFE. It has been transformed into a sprayable solution and then cured onto the pan.

Inset: The pans come in a variety of shapes and sizes.

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.

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. Many of GreenPan’s ranges feature the energy-saving Magneto induction base.

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. GreenPan’s new Infinity Professional coating though, is 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 ovensafe. Details will be on the packaging or leaflets.

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Above: Ceramic has proved to be a revolutionary coating and GreenPan continues to innovate – pictured is Elements featuring a new stainless steel surface technology EverShine and Infinity Pro interior.

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Ceramic non-stick cookware

Who buys ceramic-coated cookware?

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

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.

Top main: Ceramic conducts heat much more efficiently than traditional coatings, so the same cooking results are obtained using a lower heat setting.

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

Bottom inset: The benefits of ceramic non-stick are available in all shapes and sizes of cookware, including grillpans.

Bottom main: Cookware made of stainless steel or inductioncompatible aluminium, like the Elements range, can be used on an induction hob.

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GreenPan, Magneto and Thermolon are all registered trademarks

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Coffee-making

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Retailer insight “The secret to selling coffee machines is demonstrations, making coffee in the shop. This helps sell not only coffee machines but also other products. It’s all about the shopping ‘experience’ that you can’t get online; once people who are interested in coffee are in the shop and enjoying the aroma and the taste, they’re in a good frame of mind for looking at other items as well. And it’s not just the demonstration model that sells; when customers are looking at that model you can talk to them about other machines too.

Our prices range from about £70 to about £2,000. Selling the higher-end machines does require in-depth product knowledge, but it’s impossible to know everything about every product in the shop and I tell staff if you don’t know it all, say so. Customers will then trust your honesty and that helps to build those all-important relationships."

Babette Bluett-Duncan, director, Art of Living, Reigate, Banstead & Cobham, Surrey

This section is kindly sponsored by

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.

De’Longhi offers a complete range of coffee machines for every customer; including: bean-to-cup, traditional pump, filter, Nespresso capsule systems and Dolce Gusto pod systems.

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Coffee-making

Caffeine Market overview

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Some 22% of households own a coffee machine and a further 22% intend to buy one in the near future, according to research by coffee maker Nestlé carried out in 2016.

That gives an idea of the existing and potential penetration of products in this category.

The fastest-growing coffee machine category in 2016 was bean-to-cup, according to the Independent Research Institute. Sales value in this category grew by 16%.

This is supported by research from De’Longhi, whose consumer panel studies show that 82% of customers who bought a bean-to-cup machine had previously owned another coffee machine. Nearly three-quarters of those who bought a bean-to-cup machine did so because they believed they would obtain a better coffee taste from using fresh beans and fresh milk.

Above: A bean-to-cup machine is rather like having a personal barista at home, using fresh whole beans to create a variety of drink types.

Below : Bean-to-cup machines can make various types of coffee including espresso, latte and cappuccino.

Trends The key trend in this category is consumers’ increasing exposure to good quality coffee through the huge number of chain and independent coffee shops. Even pubs, where the coffee option was traditionally a mug of “instant”, now often offer coffee-shop-standard beverages. All this means that consumers increasingly know what good coffee tastes like and want to replicate the “barista” experience at home. This is driving sales of “proper” coffee and of the various machines used to make it.

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Types of coffee machines

Merchandising tips

Bean-to-cup machine: These premium machines grind fresh coffee beans for an espresso that’s arguably the best in homemade coffee in terms of taste and aroma.

Bean to cup machines can make all types of espressobased drinks, including ristretto, cortado, latte, cappuccino and flat white.

They can also deliver just hot milk or just hot water, for making tea.

Some have an integrated steam wand for frothing fresh milk to a silky-smooth texture for an extra creamy taste. Other machines come with a milk carafe to froth fresh milk automatically to easily create classic coffee shop favourites.

Customers can personalise the strength, length, milk froth setting and even the temperature.

Traditional pump machines: These are great for coffee enthusiasts who believe that making good coffee is an art form and who enjoy the ritual of crafting the perfect coffee. They can perfect their art using fresh, finely-ground coffee to produce shop-quality drinks, even frothing fresh milk using a manual steam wand to create latte art decorations.

These machines are not the fastest way to make coffee but they appeal to the domestic “barista”, who can specify the strength, length, froth and temperature required.

Capsule machines: These are good for coffee lovers who want a quick and nofuss option for premiumquality coffee. A sealed capsule made of plastic or aluminium contains a oneportion quantity of coffee; this is pierced automatically once in the machine, allowing the hot water to seep through it.

There are various types available and typically a particular manufacturer’s machines can be used only with certain brands of capsule. Many cannot be recycled, but Nespresso’s aluminium capsules can.

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. l 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 and demonstration is the key to relaying these benefits and to trading up customers. So, if you don't already do so, organise some in-store 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 Aim to make linked sales. For example, an essential bit of kit for any budding barista is a coffee grinder. Try to stock some so your customer is all kitted out to serve coffee-shop drinks at home. l Offer extra information. Satisfy consumers' thirst for knowledge with a resource like the De’Longhi Coffee Expert mobile app. This provides resources including recipes, information on coffee's origins and coffeemaking tutorials. It also features a fun ‘coffee calculator’ which illustrates how much money can be saved by making coffee shop favourites at home.

chocolate and teas. Some manufacturers’ machines can be used only with certain brands of pod (for example, De'Longhi’s Dolce Gusto machines uses the pods of the same name from Nescafé).

Some De’Longhi machines come with a scrolling wheel that lets the user select how much water they want in their coffee, either according to the recommendation printed on the pod or according to their personal taste.

Pod machines: These machines use coffee portions wrapped in paper and are easy to use (just fill up the water tank, drop the pod into the machine and push the button). They suit customers looking for quick, easy-to-make coffee and other beverages like hot

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Filter coffee machines: These are the traditional machines still seen in many kitchens. A paper filter is placed in the top of the machine and filled by the user with a quantity of ground coffee. The hot water then seeps through the coffee into a glass jug below, which sits on a heated base.

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Consumer FAQs Q. I’ve heard the phrase ‘personalised’ coffee.

What does that mean?

A. Some machines, notably bean-to-cup machines, have the versatility to serve different drinks. They can be programmed to serve espresso, cappuccino or just hot water, for example.

Q. Is using a coffee machine very timeconsuming?

A. If you don’t have much time in the morning to prepare coffee, you might like the one-touch convenience of a bean-to-cup or capsule/pod system. If you have a little more time – at weekends, for example - a traditional Italian pump machine is great for more creative, hands-on, barista-style coffee making.

Who buys coffee machines?

Bean-to-cup machines are ideal for people who want really good coffee that they can personalise to their taste. Traditional pump machines are suited to real enthusiasts, using fresh, finely-ground coffee to create a barista-style drink. Capsule machines are ideal for customers looking for a no-fuss coffee system that still delivers good coffee.

Q. What’s the difference between a capsule and a pod?

A. Both are single-serve packaged portions of coffee. The pod has a paper package, rather like a teabag, and is biodegradable. The capsule has an aluminium or plastic package that typically cannot be recycled.

Q. I don’t like the taste of capsule milk; do all machines use it?

A. Capsule milk tends to be treated to last longer, and therefore has less flavour than fresh milk.

Some machines use fresh milk; the Nespresso Lattissima Touch, for example, has a built-in frothing carafe that use fresh milk.

Q. How much does a cup of home-made coffee cost?

A. It varies, depending on the type of machine used.

Bean-to-cup and Dolce Gusto machines: 25p for black coffee, 50p for coffee with milk.

Traditional pump machine: 10p for black coffee, 15p for coffee with milk.

Capsule machines: 30p for black coffee, 35p for coffee with milk.

Above: The new De’Longhi coffee grinder has a professional stainless steel burr grinder for precision milling.

Left: A bean-to-cup machine grinds beans fresh for a full aroma and taste, and froths fresh milk for a silky-smooth texture and an extra creamy taste.

Below: Cross-selling opportunities can come from merchandising coffee machines with other co-ordinating kitchen products.

Proactive selling questions l Have you used a coffee machine before?

This question establishes what prior knowledge the customer has. l Can I show you how this machine works?

This gives you the chance to show the customer how easy the machine is to use. l What kind of coffee do you enjoy most?

This can lead on to a discussion about the best machines for the various types of coffee drink.

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Types of coffee drinks 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.

How to use coffee machines Bean-to-cup: Put the coffee beans in the bean holder. Fill the milk carafe with cold milk and connect it to the front of the machine.

Adjust the milk carafe dial to suit the milk froth preference then select a particular drink using the buttons on the display.

Traditional pump: Select a single or double size filter according to the amount of espresso required and place the filter in the holder. (A third filter is for the use of Easy Serving Espresso (ESE) pods.)

Add the correct amount of coffee to the filter (using a finely ground espresso for a nice creamy top) and use the tamper to push the coffee down until it has a flat surface.

Attach the filter holder to the machine by aligning the handle with the ‘Insert’ symbol and moving the handle to the right ‘Close’ position. Push the single or double shot button on the top

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.

of the machine and the espresso will be ready soon.

To make a cappuccino, press the steam button to turn on the steam function. Fill up to 1/3 a small steel jug with fresh milk. Immerse the frothing wand into the milk and turn the steam dial. Once the steel jug becomes too hot to the touch turn off the steam using the dial and add the frothed milk to the espresso.

Capsule machine: Select a Nespresso capsule, lift the top lever up and drop the pod inside. Set the integrated milk frother’s dial to extra frothy or smooth, as preferred, and push one of the six buttons, which each correspond with a type of drink: lungo, espresso, ristretto, latte macchiato, cappuccino and warm milk froth.

Dolce Gusto machine: Select a pod and match the water level to the amount shown on the pod using the wheel. Open the pod drawer, drop the chosen pod in and then close the drawer. Push the hot drink button to start pouring a delicious coffee.

TSB Verdict With the continuing interest in “real” coffee, not to mention people’s love of kitchen gadgets that offer genuine functionality, there is a lot to be said for stocking a good range of coffee machines at all prices.

The trend for sales of this category seems to be on an upward trajectory, so capitalise on this with an attractive range - and the appealing aroma of fresh coffee in the shop, of course.

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Live Coffee with Passion

The ultimate Barista kit Premium traditional pump machines grew over 25% in 2016** showing strong customer demand for Barista-style coffee machines for the home.

The new De’Longhi Dedica Traditional pump machine and coffee grinder, is our answer to our craft coffee portfolio. Using our iconic Italian design heritage, it is strong but elegant and dedicated to the making exceptional quality coffee.

Discover more at: www.seriousaboutcoffee.com or call: 02392 392555 **GfK RT GB, Traditional Pump coffee machines >£200, Value Sales Jan 2015-Dec 2016, compared to <£200 Traditional Pump coffee machines *Source: independent research institute, value sales leader from June to May 2016

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Hard anodised cookware

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Retailer insight “Hard anodised pans are a must for any keen cook! The beauty of them is that they are twice as hard as stainless steel, which enhances their durability. They heat up quickly and evenly, which means there are less of the hot spots on the bottom that can cause food to burn. The pans are non-porous so they resist absorbing food odours and they can withstand high heat oven temperatures. Made from lightweight aluminium, they have a PFOA-free non-stick surface that doesn’t scratch or chip.

We offer ranges that include a variety of sizes and designs to suits all types of customer.

If you can offer something for everyone, customers will be delighted.

Our top tip? I found that pans can be slow to sell when they are on the shelf in their boxes.

But once we display them out of the packaging so customers can pick them up and feel them, they sell themselves. Many customers later return and purchase other pans to add to their collection.”

Tom Carter, director, Potters Cookshop, Hockley, Essex

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.

Producing more than 40million 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, Meyer and Prestige.

2017 sees the introduction of two new hard anodised Anolon ranges; Professional and Advanced plus. Professional is a hard anodised range featuring elegant stainless steel handles whilst Advanced plus offers a distinctive on-trend bronze hard anodised body.

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Hard anodised cookware

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Inset: Hard anodised cookware has an attractive, contemporary appearance as well as being highly functional.

Below: Copper bases are favoured by professional chefs and copper is a popular choice as a pan base because of its exceptional heat distribution.

Market overview According to Conlumino, the cooking and baking market is worth ÂŁ1,129million and is forecast to grow by 8.4% in the next five years. The cookware market represents just under half of this value. Replacement overwhelmingly drives purchases, with 78.9% of consumers citing this as the main reason. The vote for Brexit will have far-reaching consequences for retail; there is no doubt that cooking and baking volume growth will be impacted as shoppers reduce their frequency of spend. Furthermore, a slowdown in property transactions will limit the growth of categories linked to moving house, including cookware, basic ovenware and some accessories.

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.

Innovation in the sector has been happening for many years: notably, in 1986 Meyer was the ďŹ rst 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, one of Meyer's latest additions, 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.

All 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 products carry 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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Hard anodised cookware

Consumer FAQs Inset: Anolon Professional hard anodised pans heat up quickly and offer impressive heat conduction.

Q. What is hard anodising?

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?

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.

Trends Conlumino figures for 2016 show an unabating consumer appetite for cooking. In a six-month period, 78.3% of us prepared a family meal, while more than half watched TV cookery shows, baked at home, or looked up recipes online. An impressive 18% cooked for a dinner party, while 11.2% bought a cook book and 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.

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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.

Inset: The Circulon grooves reduce abrasion and increase the non-stick durability without trapping food.

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Hard anodised cookware Inset: Anolon Advanced plus features a distinctive two-tone bronze interior and exterior.

Merchandising tips

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 where possible, product displays should provide easy access for customers and encourage them to touch and feel. Most people are right-handed, so make sure all 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 allimportant brand loyalty. l Be mindful that customers often choose specific retailers because they Above: Circulon Momentum has a heavy-duty stock a wide choice of innovative and interesting products across a good hard anodised construction with its three-layer selection of brands. non-stick technology.

Below: Hard anodised is twice as hard as stainless If you run out of stock, they will simply look elsewhere. Check that your supplier steel due to the change in its molecular surface. 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: Hard anodised is twice as hard as stainless steel for outstanding durability and excellent heat conduction.

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Hard anodised cookware

Who buys hard anodised cookware?

Inset: The Circulon ranges feature the total Hi-Low food release system.

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. Theyâ&#x20AC;&#x2122;re often looking for better quality pans that will stand the test of time. Man 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.

Proactive selling questions 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 durability and non-stick guarantee?

Below: The look of this type of cookware is utilitarian yet fashionable.

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.

Above: Anolon's unique combination of innovative features and premium materials produce restaurant-standard food.

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, Meyer 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 2017 introduction under the Anolon brand is the new cutting-edge Advanced plus range, featuring an edge-to-edge induction-suitable base.

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Induction cookware

Hi-bteheclh p ho

Inset: Anolon Advanced plus features a distinctive two-tone bronze interior and exterior.

Below: Anolon Authority hard anodised pans heat up quickly and offer impressive heat conduction.

Market overview

Innovations

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 has risen – it is more powerful, more energy efficient, more controllable and safer than gas.

A further factor has been that most new home-building projects now specify an induction hob as it is easier to install and safer to use.

All this has led to a substantial change in the kitchen hob and cookware market, with increasing numbers of people buying induction-compatible 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.

This offers outstanding performance and also heats up and cools down very quickly. Anolon Multi-Ply is an example of this technique.

Other innovations from Meyer include Circulon Ultimum, which features an edge-to-edge inductionsuitable base and Prestige Dura Forge, which features an extrathick base and a 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 and induction cookware contains ferrous metal (iron or steel), which makes it magnetic. 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.

The hob has a certain power rating (this can

Left: Different pans are made from different metals and colours. The common factor is the ferrous metal that makes the base magnetic.

Above: Whether they are made of stainless steel, hard anodised or aluminium, all induction pans have a magnetic base in common.

vary according to the brand) but the amount of power actually generated depends on the pan used.

Different pans are made out of different metals, in different ways and contain 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.

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 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 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-

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).

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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?

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.

Above: The Anolon Authority Multi-Ply range features an aluminum core between layers of stainless steel which extends all the way up the sides of the pan. These layers of material provide an excellent cooking performance.

Right: Prestige Stone Quartz cast aluminium offers a premium performance as well as a stainless steel induction base.

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 induction suitable;

Below: Consumers are increasingly concerned about saving energy, which means sales of induction hobs and induction-specific pans are rising.

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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.

Q: Is induction more powerful than gas?

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

Q: Is induction more energy efficient than gas?

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%.

Q: Is induction more controllable than gas?

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.

Q: Is induction safer than gas?

A. Yes; there is no 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.

Q. Which materials are magnetic so can be used on induction hobs?

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

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

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

A. Check the base of your cookware 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: 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 smallbased pan is placed on them. This also depends on the size of the ring.

Q. I’m not sure whether the hob in my new house is induction, ceramic or halogen. Can I buy induction pans anyway?

A. It can be hard to recognise the difference between different types of hobs, as they look very similar. Most induction pans can be used on all kinds of hobs so you can trade your pans up now and trade your hob up later if you like.

Above: Circulon Ultimum features an edge-to-edge induction base.

Left: Increased awareness of the benefits of induction cooking has boosted sales of compatible cookware such as Prestige Dura Steel.

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 have 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.

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Retailer insight

Ironing systems

“More and more customers are trading up to steam generator irons, largely because saving time is seen as so important. Not many people actually enjoy ironing so it is important that the appliance makes it easier, and these products offer incomparable performance in terms of their power and the amount of steam they generate.

Our Ironing category is constantly growing and we stock a wide range of brands, including Braun, which offers superb quality at affordable prices. We ensure that each product is brought to life through the content available on site. We keep things simple and avoid using 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.”

Leanne Beswick, head of trading, SDA cooking, 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.

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Ironing Systems

g nin rothe Iout creases

Inset: The ultra-hard soleplate makes the iron glide easily over all sorts of fabrics.

Market overview There were signs of a return to growth in 2016 as increasing household disposable incomes meant 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 or ironing system.

This could mean, says Euromonitor, that the value of the market increases despite slow replacement sales, although GfK research has shown the sales value of the ironing systems market declined by 0.4% between the year ending April 2016 and the year ending April 2017.

Innovations Innovation in this category has focused on making ironing easier and faster. Arguably this also makes it more enjoyable, because it can be very satisfying to get good results from an activity that tends to be seen as a chore.

One example is the development of ‘intelligent’ irons that set the perfect temperature for all fabrics, without the need to adjust the setting. This means that delicate fabrics are protected while robust fabrics get enough heat. This technology is called iCare and is available on all Braun’s CareStyle models.

Another advance has been in the amount of steam created, thanks to the large, removable water tanks featured on modern steam generators - for example, the otherwise compact CareStyle 3 has a 2L removable water tank. The new CareStyle 7 has a higher than normal steam pressure (450g per minute) so it can glide through even tough creases. This won ‘best product’ in its category at the 2015/16 Plus X awards, which recognise technological innovation in 25 industries.

The extra steam generated by these models equates to faster ironing – up to 50% faster than a regular steam iron, according to Braun, which says it’s possible to iron 15 T-shirts in half an hour.

Meanwhile, new noise-reducing technology featured on the CareStyle 7 addresses the issue that steam generator irons can be very noisy.

Both the models in the CareStyle range feature Eloxal soleplates, with rounded and bevelled edges that help the iron glide effortlessly – even backwards – over any fabric, even if there are zips and buttons in the way.

The plate on the 3 model is twice as hard as stainless steel and coated using the Eloxal method (electrolytic oxidation of aluminum), which gives the metal a protective layer. The non-stick plate on the CareStyle 7 model is even more scratchresistant as it is made in a way that makes it four times harder than stainless steel.

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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 benefits of an Eloxal or Saphir soleplate?

A: The robust and durable Saphir soleplate is four times harder than stainless steel for outstanding, scratch-free ironing. The Eloxal soleplate is two times harder than stainless steel and provides extraordinary ‘glideability’.

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

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?

Above: These graphics highlight some of the useful features of high-tech irons.

A: It allows the user to remove difficult-to-reach creases, as the steam comes out directly from the tip area of the soleplate.

Inset: High-tech irons can glide smoothly over obstacles like zips and buttons.

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.

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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. 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 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: This picture shows how big the water tank is – yet the entire product can store neatly away on a shelf in between use.

Things to look for when buying an iron It can be helpful to talk customers through this check-list before they make a decision.

Soleplate: The material of the soleplate is important because a hard and highly scratchresistant plate will help the iron glide more easily over the fabric, making ironing faster. It is also less likely to get scratched and so should perform well for years.

Steam rate: How much steam does an iron produce? It is measured in grams per minute (g/min). more is usually better.

Steam shot: Does the iron have a steam shot that can produce more steam when needed for especially tough areas?

Steam distribution: Are the openings in the soleplate distributed evenly? Is steam also emitted at the tip for effective use in hard-toreach areas?

Water tank capacity: A bigger tank is convenient because it has to be refilled less often.

Easy refill: The iron should be designed to make refilling the water tank easy, to avoid spillages and effort.

Anti-drip protection: Does the iron have a system to prevent water drips on the fabric, which may result in stains?

Weight: The less an iron weighs, the easier it will be to handle.

PROGRESSIVE HOUSEWARES

Ergonomics: How does the iron feel in your hand, how well is the weight distributed, and how easy are buttons to reach and operate?

Decalcification: Steam irons need to be decalcified from time to time so they should have an effective mechanism to do that.

Wattage: It helps to keep the temperature more constant while ironing.

Cable: A longer cable gives more freedom of movement. Some cables attach in such a way that they can be used with either the right or left hand, which can be useful.

Auto-off function: For safety reasons an iron should shut itself off when left unattended.

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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.

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Ironing Systems Inset: Modern irons can work their way through a lot more ironing than older models can.

Proactive selling questions l How often do you iron? l Do you find 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 Because this is a mature category with long replacement times, irons are not fundamentally fashion-led. However, social trends – such as the interest in technology and the desire for time-saving devices – have influenced the development of more hightech products. For example, modern irons offer features such as digital displays, ultrahard 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.

Below: The CareStyle 7, with its high-pressure steam generation, won a technical innovation award.

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 easier and quicker ironing is, the less of a chore it becomes.

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CareStyle 7

New

Awarded as the best.* New iCare technology sets THE perfect temperature for EVERY fabric. For smart textile protection and faster, easier ironing.

Find out more on braunhousehold.com *Awarded as the best product in the ironing system category

by Plus X Award.

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Kettles & toasters

Retailer insight “Toasters used to be just for toasting a sliced white loaf but those days are long gone.

The growth in popularity of different types of bread products, such as pitta bread, croissants and bagels, means toasters now have loads more features than they ever used to.

For example, adjustable browning, one-sided toasting and a defrost function.

Kettles have become much more sophisticated than they were, too. Many kettles now have features like double walls to provide insulation and reduce the sound of boiling.

The issue with more advanced products is that they take a little more ‘selling’ because 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. Kenwood’s vision is to be the most loved and admired brand in food preparation, with the belief that everyone should be encouraged and inspired to feed their creativity and joy of food.

Kenwood’s ambition is making sure everyone enjoys creating food, from the everyday done well, to something new that stretches the imagination.

Thanks to its timeless design, Kenwood makes the most intuitive and versatile products, to inspire people to enjoy making and sharing their creations. Food preparation made easy through versatility, control and reliability.

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Kettles & toasters Inset: Lifestyle displays are the best way to sell kettles and toasters because they make customers aspire to create the same look in their kitchen.

t Ho trends Market overview The kettle remains the nation’s most popular kitchen appliance, with various reports suggesting that a third of more of the population – and growing - buys a kettle each year.

However, there seems to be a declining trend in the total value of sales, which suggests that though more people are buying more kettles, they are buying less expensive ones.

Toasters, meanwhile, are the second most widely purchased kitchen appliance, typically purchased by just under a third of the population each year.

Again, the overall sales value seems to be slightly declining.

These falling total sales values might seem like bad news for cookware retailers but one must remember that the figures are skewed by the many supermarkets that are selling lower-end and unbranded versions of these categories in order to capture a mass market. Cookshops that opt for more sophisticated products from well-known brands can continue to do well; for example, there is evidence that many consumers are trading up to products that have clear differences and advantages over products at a lower price point. A good example of this is increased sales of four-slot toasters at the expense of lower-priced traditional two-slot toasters.

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Innovations Innovations in this category have been centred around features that improve performance, technical capacity, controllability and design. This helps meet the demand from consumers for products that help them to achieve professional cooking results – a demand driven by leading chefs and competitive cooking shows on TV. Consumers increasingly demand high-end culinary tools manufactured from premium materials, whether preparing simple food like toast or ambitious, more technically demanding dishes.

Examples of product innovation include the outstanding thermal shock resistance of the Schott Duran glass in the Persona glass kettle, as well as its large 1.7L capacity and energy-saving one-cup function.

Similarly, the Persona toaster-grill offers the versatility of toasting, warming and melting a variety of different foods. The slot can be adjusted between 10mm to 58mm and has different heat settings, providing the precision and accuracy to warm anything from pain au chocolat to mozzarella-filled paninis.

The four dedicated toasting buttons make it easy to set the heat that’s most appropriate: for example, the bagel setting heats only the front elements on a high temperature, so that the cut side of the bagel can be toasted; the panini and croissant settings toast at a low temperature, for warming; while the toast setting is at a higher temperature.

A further feature is the Peek and View function, allowing the user to monitor the progress of the bread or pastry without having to cancel the toasting cycle.

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Kettles & toasters Left and Below: Spicy Red is one of the four colours in the new kMix Breakfast Collection.

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. l Merchandise kettles and toasters together for convenience so consumers don’t have to go to a different area to see the matching counterpart.

Who buys kettles and toasters?

Trends UK consumers are increasingly favouring openplan 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. A good example is the Kenwood kSense kettle, which has a doublewall construction to minimise noise.

Another trend is for products that take account of people’s busy lives and desire to save time – for example, 3kW kettles, which boil faster.

There is a growing aversion to the ‘throwaway society’, with many consumers opting for more expensive products that are perceived as more likely to last. This 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 glass front on the new Persona glass toaster are replaceable.

Ultimately, though, style and appearance are perhaps still the most important things for customers. Contemporary designs remain very strong and consumers like the option of having a splash of colour in the kitchen: the new kMix Breakfast Collection is available in Spicy Red, Cool White, Rich Black and Fresh Cream.

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.

Above: Dedicated function buttons for paninis, bagels, croissants and toast add to the functionality of this item.

Above: The Peek & View function enables the toast to be lifted at any time without cancelling the cycle.

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Kettles & toasters

Inset: A removable warming rack that sits on top of the toaster is great for keeping croissants warm.

Consumer FAQs

replace. The exterior of the toaster can be wiped down with a damp cloth to keep it clean. 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 Kenwoodâ&#x20AC;&#x2122;s kSense kettle comes with a double-wall construction that reduces the noise of the 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.

Below: The 1.7L capacity of the Persona kettle makes it ideal for families yet it has an energy-saving one-cup saver function.

Q. How do I descale my kettle?

A. Regular descaling will prolong the life of your new kettle. 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 ďŹ&#x201A;uids available but if you don't want to use chemicals, try an old-fashioned method: boil up a half-and-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 after-taste. Or squeeze a lemon or lime into a kettle of water (with slices of the actual fruit if you like) before boiling.

Above: Modern long-slot toasters make easy work of toasting baguettes.

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 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 left-handed or righthanded 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 Limescale: the unsightly chalky crust that builds up inside kettles. It’s a calcium carbonate residue left behind when hard water, which is high in minerals, evaporates. Limescale deposits build up on any surfaces that hard water is in contact with – notably kettles – and can affect the kettle’s performance. l Descaling: the process of getting rid of limescale build-up inside the kettle. Descaling can be done with a chemical limescale remover though many consumers clear their limescale in the natural, old-fashioned 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 other models on the market.

Quiet boil: A feature on some kettles that makes the boiling process far quieter than on a standard model. l Element: The electrical component that sits at the bottom of the kettle and heats the water. l 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 and are considered to be the norm now.

Below: The kettle is the UK’s most popular kitchen appliance.

Below: The toughened glass in the Persona kettle has outstanding thermal shock resistance.

Glossary of toasters l Crumb tray: The little tray underneath the main body of the toaster, which catches the crumbs as they fall. Most trays simply slide out and slot back in again, making it easy to remove and dispose of the crumbs. l Defrost function: The ability to toast from frozen or to defrost frozen bread.

Long-slot toaster: A toaster with one long slot, which will toast either two regular slices or longer items like baguettes. l Warming rack: A removable rack that sits on top of the toaster and is used for warming items like croissants, buns and tea cakes, or for keeping them warm once cooked. l Lift lever: The part of the toaster that pushes the toasted bread up so it can be removed.

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 as fashionable accessories, not just as kitchen necessities. 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. Well merchandised, they can be an attractive core offering within the cookshop.

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

GLASS KETTLE

1.7L

Fast Boil

Capacity

3kW

Tel: +44 239 239 2392 kenwoodworld.com/uk Kenwood Ltd, New Lane, Havant, Hampshire PO9 2NH

Available Now 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

GLASS TOASTER

1 slot long

Combination of infrared and traditional toasting elements – better performance

CREATE

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Mills

Retailer insight “Though we do sell some traditional capstan-style mills, the most popular by far are the ceramic mills. The lifetime guarantee on the CrushGrind mechanism is really attractive to customers. When we explain that if the mechanism wears out they can bring it back to be replaced free of charge, that’s a real selling point as it adds value in their eyes. Very often, customers will come in to look at capstan mills, then they’ll see the ceramic mills and when we explain how they work and tell them about the lifetime guarantee, they will often make a purchase. And when they do, they tend to buy both a pepper mill and a salt mill. The spice mills are very popular too, we sell no end of them.

As for fashion, black and stainless steel are good sellers in the winter and copper was big over Christmas. Coloured mills sell brilliantly and I tend to switch colours according to the season, for example yellow and green are popular in the spring.

It’s important to stock a good range of mills because nine times out of 10 people come in just to have a look round but often end up buying a mill. We stock only one brand. It’s just easier that way than dealing with several suppliers – it means we know the supplier and their range really well.”

Becky Airey, manager, Woodbridge Kitchen Company, Suffolk

This section is kindly sponsored by

Established in 1975, T&G is one of Europe’s leading brands 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 inspiring kitchenware and gift 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 Classic range. All T&G Classic 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. All T&G mills have lifetime mechanism guarantee. For further information on T&G’s full range visit www.tg-woodware.com

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Mills

A fine grind Left: T&G has a selection of FSC-certified mills.

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 says she “really loves” using her T&G CrushGrind mills in her own kitchen and 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.

PROGRESSIVE HOUSEWARES

Right: It is more important than ever for retailers to stock stylish, functional mills in a range of good designs.

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Inset: A mill rest or crate prevents the fine grounds from making the kitchen table or worktop dusty.

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Mills Inset: Mal Harradine says CrushGrind ceramic mills are “fabulous” for extracting the natural oils and flavours from dried herbs and spices.

Inset: The new CrushGrind Opera mill.

Trends Consumers desire practical products at the right price. The enjoyment of food and entertaining has increased as a result of economic uncertainty – consumers are loving the simple pleasures in life!

Therefore they have been looking for cheaper and more interesting ways to enjoy food. It has been estimated that more than half of a 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 herb and spice 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 offer consumers thousands of recipes to try at home. Experimental cooking at home is on the rise, and cooking has evolved from chore to passion, but traditional tastes 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 Forestry Stewardship Council.

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 upside-down 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, launched in 1998, set 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 nonporous and, unlike metal, it will not oxidise food but will enhance its flavour.

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

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Mills Inset: One of the new and on-trend designs that are capturing consumers’ imaginations.

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.

Merchandising tips 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'.

Centre right: A good mill display will deliver one of the highest sales per square foot in the housewares industry.

Right: Pestles and mortars are a good fit in store with mills.

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Mills

Who buys mills?

Proactive selling questions

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.

Consumer FAQs 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. Can I use any salt in my mill?

A. No, use only dried coarse sea salt in your mill. Wet, unrefined salts 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 Above: Attractive helps the metal and turn it rusty. Only pepper packaging encourage purchases of grinders are made of steel. mills as gifts.

Q. Are ceramic mechanisms corrosive?

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

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. Does my mill have a guarantee?

A. It depends on the brand and manufacturer. Some actually offer a lifetime mechanism guarantee so it's well worth investing in those.

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

A. By occasionally putting a small amount of cooking oil between your finger and thumb and rubbing it

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l Do you prefer a contemporary or more traditional style?

Can I show you the difference between steel and ceramic mechanisms? l Would you like to try out this mill?

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.)

Did you know you could adjust the mechanism to make grounds coarse or fine for different dishes?

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

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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.

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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!

Modern pressure cookers are safe and extremely easy to use. The pressure cooker satisfies 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 in-store 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, Northern Ireland, Wales and Jersey

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, Meyer 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 extensive Prestige range of models reflects 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 mean 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. Our products are available in a range of sizes and some are also induction compatible.

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Pressure cookers

n,

Left: Pressure cookers are great for quick one-pot cooking.

Pressure point

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 airtight 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 foods cooked in other ways.

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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 Safety Features section) and in terms of design.

Rather like the motor car, the modern pressure cooker looks much sleeker and more contemporary than its forerunners, and as such holds great appeal for the aesthetically-minded cook as well as the health- and time-conscious one.

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

Bottom: This shows how the Raymond Blanc cooker is constructed, using a heat-conducting aluminium core between layers of stainless steel.

Safety features Most pressure cookers have at least three safety devices, usually on the lids, which prevent the pressure building to excessive levels.

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 brief emission of steam, 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.

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

Innovations The development of plastic pressure cookers for use in the microwave oven has been a technological step change that has created a whole new generation of cookware. These handy little kitchen gadgets from Prestige, 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.

Generally, much of the innovation in this category has involved continual attention to ensuring the safety of pressure cookers (see Safety Features section).

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Pressure cookers

Care and maintenance

Inset: Plastic microwaveable cookers are a recent, signiďŹ cant development in this sector.

Pressure cookers are typically made of 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.

Inset: Jam is just one of the many things that can be made in a pressure cooker.

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.

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?

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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 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 save energy and retain vitamins and nutrients.

Q. Why does my cooker 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

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.

safety system and it must be replaced regularly to 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.

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 confidence and interest in this category, making it well worthwhile incorporating into the cookshop range.

Above: Pressure cookers come in a range of shapes and sizes. This is a highdome 6-litre aluminium version from Prestige.

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

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Stainless steel cookware

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Retailer insight “The challenge for the industry has always been how to make saucepans sexy, and that’s even more the case when people are lacking confidence in the economy. If they have money to spend they tend to spend it on feel-good items like fashion or perfume or holidays.

The ‘Poundland effect’ means that people are always looking for a deal on cookware. A luggage buyer once told me that people always said ‘how much?!!’ when they heard the price, because they hadn’t bought a suitcase for years but had seen so many cheap but poor quality products in the supermarkets. It can be the same with cookware. Once you explain why a pan is more technically sophisticated, and the huge investment that goes into product development, many customers will understand that you get what you pay for.

Stainless steel pans are attractive, technically sophisticated and efficient so they are perceived as being of good quality and likely to last.

That’s where suppliers like Horwood come in by offering well-made pans with good guarantees and a variety of styles ranging from traditional to very contemporary, so they are perceived as value for money.

We focus on induction-compatible pans because such hobs are increasingly popular, partly due to the fact that they are now specified in new-build apartments and student flats. No matter what the quality or price considerations, the important thing is that they are induction suitable.

Selling pans sets helps get the customer married to the range in the sense that they will later come back for matching products next time they make a purchase. To encourage this sense of collectability we also stock related items from the same ranges, such as colanders and steamer pots.”

Gary Gordon, owner, Kitchen Kapers, Camberley and Farnham

This section is kindly sponsored by

Established in 1896, and recently acquired by TTK, Horwood has two well-known quality high-street brands, Stellar and Judge, which are synonymous with high-quality cookware.

Gradually, over the past decade, Horwood has broadened its market expertise and become a major player across all divisions of kitchenware including the cutlery, kitchen knives and bakeware categories, offering a 'one-stop shop' for the independent cookshop.

With more than 20 different cookware ranges, offering more than 500 products, Horwood is recognised as a key player with products designed to suit classic, traditional and contemporary styles of cooking – everything from the sophisticated meals seen on MasterChef to popular onepot wonders that families and students typically enjoy every day.

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 Inset: Offering pans for a variety of purposes encourages ‘collectability’.

Below: This three-tier steamer allows vegetables and other items to be cooked in the same pan, saving time and reducing washing up.

g n i n i h S Star Market overview The pots and pans market continues to do well despite economic uncertainty over the Brexit situation. There is growth both at the low end of the market – the cheaper supermarket brands – and in the premium sector, which is growing as consumers invest in high-quality cookware, placing more value on home cooking and realising the value of investing to get quality. Anecdotally, there is a widespread belief that good cookware is essential for successful meals and that it is worth paying more for a quality product – in other words, that 'you get what you pay for'.

The market is being driven by a variety of factors: the activity of, and interest in, celebrity chefs; a revival in cooking 'from scratch' as a leisure activity (particularly at weekends) and for health; a return to eating in as eating out becomes more expensive; and a buoyant housing market, which naturally leads to new kitchens and new kitchen equipment.

The typical consumer keeps their cookware for several years before buying new

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items. When they do buy, many tend to upgrade to better quality items that will last. Relatively few people buy cheap cookware since this is not seen as value for money.

High-quality stainless steel is a popular choice (it accounts for about a third of the market) because it has certain advantages over other materials. Copper can react with alkaline and acid foods, aluminium is a soft material that needs to be coated (and its coating can wear off) and cast iron is heavy and can react to acidic foods. Stainless steel, on the other hand, looks good, wears well, doesn’t react with foods and, though it is not the best heat conductor, materials are added to improve its thermal properties.

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Innovations Different cooking methods require different pans to achieve the best results. The most suitable shape, coating and substrate varies according to whether the food is being grilled, fried, boiled or poached. Boiling, for example, requires heat from the base of the pan and not from the sides, while pans that have heat distributed evenly up the sides and base are preferable for frying or making sauces.

Therefore, one pan substrate is not always best for all types of cooking. As a result, there are many evolving base/material composite technologies on the market.

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Stainless Steel Cookware

Trends Consumers are keen to 'trade up' to goodquality stainless steel products that are backed with a long-lasting manufacturer guarantee.

Whilst the initial outlay is higher, 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/time during cooking (such as Stellar’s Lamina range) will have increased appeal.

Above: : Quality stainless steel helps to 'future proof' a cookware purchase as it is suitable for all hob types, including induction.

Who buys stainless steel cookware?

‘Pretty much everyone’ would be a flippant answer, but stainless steel is certainly the number one material choice with consumers, accounting for around a third of the cookware market (and growing each year). It has broad appeal across age-groups because it looks good and is sturdy without being overly heavy.

Inset: Stainless steel catches the eye when it sparkles, not just in the kitchen but also as part of well-lit store displays.

Merchandising tips l Consumers like to see and feel pans, so key pieces should be on an accessible display; cookware is a tangible product and must be handled. l Stainless steel’s pure beauty can almost sell itself – it sparkles and will capture your customer’s attention. So let the product shine and speak for itself by lighting the display area. l Consumers want to know the benefits of the product; it’s a good idea to place boxes close to the product so that consumers can read about the product benefits from the packaging displays. l Generate easy incremental sales by displaying related products, such as Stellar’s stainless steel cleaner, near the cookware. l Take advantage of suppliers’ training and in-store demonstrations.

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Stainless Steel Cookware

Inset: Pans with a non-stick coating are perfect for messy jobs like making jam.

Consumer FAQs Q. What are the practical benefits of stainless steel cookware?

A. Itâ&#x20AC;&#x2122;s hard-wearing and hygienic.

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 Inset: The weight and thickness of the lid is a good indicator of the quality of the pan.

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.

Q. Will food stick to it?

A. It can do if the pan is over-heated, but itâ&#x20AC;&#x2122;s 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

Inset: The base of a pan shows whether it can be used on all hob types.

wearing and very durable.

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Stainless Steel Cookware Q. Can stainless steel be used on all types of hobs?

A. Most ranges made in the past 10 years can; information about hob suitability is usually given on the base of the pan. Stainless steel is one of the materials most suitable for use on induction hobs as it is magnetic; it is sometimes added to the base of pans made from other materials, to give them the magnetism needed.

Q. Why should I purchase more expensive cookware?

A. Good-quality cookware will last a lifetime and

Glossary Stainless steel: An iron and carbon alloy mixed with elements such as chromium (to prevent rust) and nickel (to enhance its strength).

18/10: 18% chrome and 10% nickel. This is the highest grade, the most 'stainless' (and thus the most expensive) of the stainless steel family. It is frequently used in the housewares industry (including all Stellar and Judge cookware).

Other popular but inferior grades are: 18/8: 18% chrome and 8% nickel – high quality but slightly less durable.

18/0: 18% chrome but no nickel – good quality but even less durable.

13/0: 13% chrome but no nickel – good quality but may rust if not cared for.

should be seen as an investment as it represents good value in the long term. Consider how much you would spend Proactive selling questions on a meal out for l What kind of cookware do you use at two compared present; are you happy with it? with a goodl What kind of hob do you cook on: induction, quality saucepan gas, ceramic, halogen? l What type of cooking do you do most often? that would last l Can I tell you about the performance for years. 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: Shops can generate add-on sales by displaying pans near related products, such as trivets.

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

Inset: Partly because it looks so good, stainless steel is the number one material choice with consumers.

TSB Verdict Durable, 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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Retailer insight “As the Cotswolds’ biggest independent home store, which has been situated in the centre of the town for nearly 40 years, we stock a huge variety of products for the home, across a wide range of sectors, all with one thing in common: good quality and value for money.

Our customers understand that 'value' means the price of a product reflects its quality, design, functionality and longevity, so strong brands are an important part of the business.

Kitchen bins are a big category for us. Our chosen suppliers offer quality products with long guarantees and a host of features such as multiple, functional shapes, soft-close lids, fingerprint-proof finishes and robust opening mechanisms. Yes there are lower priced bins available, but with all these features our bins are hard to beat in terms of value. It's a philosophy reflected in our ranges throughout the store.”

Andy Stockwell, manager/buyer, Gardiner Haskins Homecentre, Cirencester

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 fives 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 www.simplehuman.com/uk

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Store & more Right: A quality bin can be a striking feature in the kitchen, which is increasingly the central hub of the home.

Market overview The hub of the home: ‘Fused’ kitchen designs are all the rage for 2017. In other words, you can see the kitchen converging with the home’s primary living space. Homeowners don’t want their kitchen to feel disconnected from the rest of their home so they 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. This is why consumers need an attractive bin that complements their kitchen décor – it has to look its best when friends pop over. The kitchen is now the foremost social space in the home and a showpiece interior.

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. Getting the kitchen right means personalised design united with functionality and practicality.

Super storage: How best to utilise the (often limited) space in the kitchen is a common concern. Solutions are constantly emerging, with many appliances, products and kitchens being built with space in mind. Features like refrigerated drawers, hidden cupboards, integrated bin liner pockets and multi-use appliances make fumbling through cluttered cupboards 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

PROGRESSIVE HOUSEWARES

Below: There’s no need to have separate bins for rubbish and recyclable items; one can do the job of both.

bins with dual inner buckets offer the best use of space as no corner is wasted internally or externally.

Longevity: Research shows that there has been something of a comeback in the idea of investing in products that last for years. The desire for premiumquality, 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 Inset: Bins have got on board with the interiors trend for rose gold, copper and bronze finishes.

Below centre: Lid shox technology uses air suspension shocks to control the motion of the lid.

Bottom left: With lid shox technology, the air pressure equalisation ensures the lids closes slowly and quietly.

Innovations Consumers who invest in a great bin want to keep it looking great too – and the same goes for high-end retailers looking to have attractive stock on display. A fingerprint-resistant finish is a sought-after 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. New to the market are bins with a nanosilver clear coat. This antimicrobial layer is infused into the fingerprint proof coating on a bin to protect stainless steel from fingerprints and germs.

Look out for sensor bins with a motion sensor. In recent years, high-end waste storage products have begun to incorporate infrared sensors, so they open and close automatically. Good-quality technology means that the lid will open and close quietly and smoothly. This touch-free operation means that no germs are passed on, and no smudges left behind. The latest sensor bins feature sensing technology that reacts and adapts to the user’s behaviour so it won't open unexpectedly or close before the task is finished.

Liner pockets, exclusively available from simplehuman, put liners exactly where they are needed. Integrated spaces in the back of the bin keep liners readily available for a faster liner change. Just slip a liner refill pack 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. Using an activated charcoal filter to absorb odours naturally saves having to change a half-full liner just because it smells. While some bins already come with odour absorbing filters (known as odorsorb by simplehuman) 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.

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.

Conceal messy bag overhang. 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 neatly and securely in place and keep it hidden from sight.

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Trends Metallic kitchens remain a strong look for 2017. Rose gold, copper and bronze finishes are gracing the most stylish interior spaces, and bins have got on board with the trend. These desirable new finishes tread the line between luxury interiors and fashion, and it’s no wonder they have become so popular in recent years.

Steel is still very much sought after too and consumers are bringing this trend up-to-date by opting for matte brushed steel instead of the shinier versions. Pantene’s colours of the year in 2016, rose quartz (pink) and serenity (blue), still appear to be firm favourites in décor, and both are perfectly complemented by a silver bin. Offsetting the steel with a matte or dark colour really shows off the finish, too.

Today’s kitchen is a smart space. Interior designers have predicted a hi-tech makeover, with more kitchens featuring designated spots for smart devices – think 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 extra time, space, or convenience to the user.

In 2017, 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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Left: By grouping together different sizes and shapes of bin, the shop can give the customer an idea of the many options available.

Below: This information sheet helps the customer choose the right bin for their particular needs.

Merchandising tips l The more help you can give in store to communicate the features of higher-margin items, the stronger the case to buy. Highlight special additions like a fingerprint-resistant coating, liner pockets, or a lid lock. l Draw attention to the security of a 10-year warranty, so that consumers are encouraged to trade up from the more basic models. l Get to know the products so you can demonstrate the ergonomic designs. For example, pointing out the lid shox slow-close mechanism on a simplehuman bin 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). l 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.

PROGRESSIVE HOUSEWARES

Proactive selling questions 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.) l What size bin do you need?

(Bin capacity is usually measured in litres, with a variety of sizes available for different uses: 3-10 litre – bathroom/bedroom/office 12-25 litre – small household 30-35 litre – medium household 38-80 litre – large household)

customer guide: how to choose the right bin

h (lid open)

h

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

See the diagrams below for suggested shapes:

d

83

w

narrow:

rectangular:

in-cabinet:

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

or kitchen island

ideal for smaller kitchens or more minimalist décor

semi-round:

round:

slim:

just about anywhere

makes the most of tight spaces

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Identifying a good bin 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, whatever the kind of footwear the user is wearing.

The hinge: This 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 spaceefficient slim profile hinge allows the bin to be placed closer to the wall than traditional hinge designs. Some bins even have an internal hinge so that they can fit flush against a wall or kitchen island.

Ease of care and maintenance: The last thing a functional item like a bin should be is high maintenance; it should be easy to care for. For example, fingerprint-resistant coatings 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.

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.

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 online the correct liners to fit their bins.

Above: This symbol points customers in the right direction for fingerprint-proof bins, which look great in store displays and at home.

Right: A fingerprint-resistant coating keeps bins clean and shiny.

Top left: A pedal that’s low to the ground is easy to operate whether the user is wearing slippers or stilettos.

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

TSB Verdict The days when bins were unattractive, grubby, utilitarian items hidden out of sight as far as possible are gone; they have become interiors fashion accessories in their own right.

Now available in a broad variety of materials, prices and styles – and some using as much technology as any other kitchen gadget - the once-humble bin is an item that every cookshop can stock with pride as part of their kitchenware ranges. simplehuman, touch-bar, lid shox and odorsorb are trademarks or registered trademarks of simplehuman.

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