Chains see opportunity at NHMA

Drug Store News, Feb 16, 1998 by Allene Symons

From organizing products galore to feature-rich home and personal care appliances, the vast array of products at the recent National Housewares Manufacturers Association show in Chicago last month underlined the immensity of this category.

Drug chains are homing in on the wellness-related side of housewares, which is a growing category at NHMA (see the Jan. 12 issue of Drug Store News). Since all retailers are aware of the aging of America, other retailers are catching wellness-product fever, too, and many will be nipping at the heels of drug chains.

Beyond wellness, there was a variety of other opportunities for drug chains at NHMA--from kitchen and personal care to gift/home decor and other segments--all products that dovetail with trends and are the right price point and size to display in the drug chain environment.

In an interview with Drug Store News on the eve of the NHMA show, Jim Gillies, senior vice president of market development for Newell Co. and a housewares-industry veteran, said, "The drug industry continues to downplay the entire housewares category, but they are picking their own spots--they are picking specific areas, and the chains in it are doing well."

Gillies noted that as drug stores continue to add more convenience foods, food storage containers are a natural item to generate sales. Another segment drawing from the housewares category--and making a more frequent appearance in drug chains these days--is gifts.

For example, Gillies noted, Shoppers Drug Mart is opening all new stores with a small gift area, and Rite Aid is also making some inroads in gifts. From the housewares side, Gillies sees several gift opportunities, such as wine and other beverage glasses (the martini trend offers one such opportunity). Picture frames, too, are enjoying increased sales for both home decor and gift giving.

These are just some segments within the too big umbrella called housewares that are proving successful outside the housewares department sign. Here's a closer look at some of the new products, seen around the trade show floor, that offer good potential for drug store chains.

* Among Emson's new items for 1998 is its Citrus Express, a multi-featured item designed, for about $19.95, to segment and core citrus easily. Also from Emson is the Trash Buddy, with a perpetual source of trash bags from a built-in dispenser ($9.99), and the Tasti-Press, for making all sorts of filled miniature pastries from ravioli to appetizers ($19.95).

Another new item from Emson, the Original Stoneware Microwave Warming Plate, has a larger size than other warming plates, according to Ted Wyman, vice president of mass retail accounts.

* Intereraft has expanded its Advanced Photo System selection of frames with new styles in both basic and promotional programs. It has also expanded its event collections of baby, wedding and pet-themed frames, which are available in different merchandising choices, from endcap features and power panels to clip strips.

* Osram Sylvania's New England Collection, in the Reflections series of decorative glass candle holders, features a traditional design with wire accents and comes in four SKUs ranging from $8 to $16.

Osram Sylvania lighting now offers a new merchandising system that enables consumers to shop by applications: general purpose, directional, specialty, decorative and fluorescent. Packaging is color-coded to match the different uses. "That's the way consumers shop for the product," said Osram' s market program planner Dave Walsh, who noted that the packaging change will be completed in early 1998.

* The Rug Doctor do-it-yourself, carpet cleaning rental vendor featured a new line of packaging with a more user friendly (and less industrial) look, according to Ken Johnson, senior vice president of sales. The new look will be supported by a new television campaign in 1998.

* Snapware's line of dry food storage, which has a thumb grip that makes it easier for elderly people and kids to open and close, is offered in new stackable models and in different shapes ranging from squares to small rounds. Sets for drug chains include the fastest-selling colors.

* Anchor Hocking featured storage unit value packs for power wings and other types of promotion. James Schmidt, vice president of merchandising, noted that although most drug stores don't have full housewares departments, "They can generate volume within a product" area. The Klear Stor line for dry storage is made of clear, shatter-proof PET material, is lighter and easier to handle than glass and is a product well positioned for the aging of America, noted Schmidt.

* Rubbermaid offered a new Rubbermaid Filtered Water Bottle for the many sports-and health-minded consumers who carry around personal drinking water bottles. (It also comes in an insulated version.)

Rubbermaid also offered the Bread Keeper for family-sized to loaves of bread, the Homemade Bread Keeper (with a slicing panel) and the Bagel Keeper, which holds up to six bagels or English muffins. New in cleaning products is the ErgoMatic Mop, which features an easy-to-wring design.