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Category REVIEW GM BUY-IN • HOUSEWARES Cooking up sales growth As-seen-on-TV kitchen products particularly are strong in the channel. “Housewares are one Americans spend three to four of our most popular hours a day in the kitchen, so housecategories,” said Jawares — particularly kitchenware net Scott, a spokes— can be a key gift category for drug woman for Joseph stores. The channel had a 4.2% share Enterprises. The comof the housewares business, accordpany’s Ove Glove has ing to the International Housewares been a dominant product Association’s “2010 State of the Inon drug store shelves, and dustry Report.” Much of the chanJoseph Enterprises is plannel’s sales come from cookware, Joseph Enterprises’ Ove Glove ning another kitchen product bakeware and kitchen tools. Perry Reynolds, VP marketing and trade introduction for the fourth quarter. Thomas development at the IHA, said the return to Haire, editor-in-chief of Response magazine, preparing meals at home and the popular- cited Euro-Pro’s Ninja as another hit. Telebrands’ Chef Basket also has been ity of celebrity chefs is driving growth of hot. “If we can hit the $10 price point and kitchen gadgets. BY BARBARA WHITE-SAX 1 • SEPTEMBER 19, 2011 solve a common household problem, we can get great turns,” said Telebrands CEO AJ Khubani. Telebrands recently launched Slice-O-Matic, a mandolin-style slicer, and Bake Pop. Both retail for $14.99 and are expected to perform well in the fourth quarter. While the fourth quarter continues to be the leading season for sales of kitchen and housewares items, Reynolds said that back-to-school has emerged as a key selling season, with moderately priced appliances leading the way. “Summer also offers opportunities for several kitchenware categories,” he said. Reynolds also said that as drug stores add more fresh food, layering in more kitchen prep tools — particularly well-designed, colorful products — can lead to more add-on sales. DRUGSTORENEWS.COM