Many housewares purchases in
supermarkets are not planned, so having
the appropriate housewares items
associated with the grocery item they may
be used to prepare can spur purchase.”
—Debbie Teschke, IHA
about having products that are attractive and meet an
immediate need to prepare or cook food,” says Christian.
“This, along with proper pricing, is a great way to capitalize on impulse buys as customers are walking the aisles.”
Teschke of IHA agrees. “Today’s consumer has so
many options for purchasing housewares that food merchants must take care to price appropriately,” she says.
“It is not always necessary for supermarkets to be a price
leader, and the high margins of housewares allow for a
certain amount of price flexibility; but supermarkets may
lose the trust or interest of their customers by pricing
After pricing, experts concur that the primary sales
driver for housewares in grocery is in-store placement.
“Many housewares purchases in supermarkets are not
planned, so having the appropriate housewares items
associated with the grocery item they may be used to
prepare can spur purchase,” says Teschke.
Merchandising housewares and kitchenware as part
of a “story” or user experience is also key to capturing
shopper attention and sales. “Retailers who reach the
consumer at their point of interest will always fare better
than those who lump them together,” says Tom Mirabile,
EVP global trend and design for Lifetime Brands Inc. “An
artisanal cheese counter flanked by gorgeous handmade
boards, serving implements and even wine accoutrements helps the consumer imagine an enhanced experience as they explore their culinary passions.”
With consumers predicted to spend more time in their
homes in 2018, retailers would be wise to carry a curated
assortment of fundamental life products such as coffee/