IHA spoke with Udo Jansen of GfK’s Retail and Technology office in Nuremberg, Germany, to learn about the global trends in the market for small appliances. He will discuss these developments in his presentation at the 2018 International Home + Housewares Show at the Innovation Theater. During the four days of the Show, 21 presentations in the Innovation Theater will address smart home, consumer shopping preferences, branding and global market trends.
GfK, established in 1934 as the Society for Consumer Research, is Germany’s largest market research institute and the fourth largest market research organization in the world. The company’s mission was simple: to listen to consumers. This mission has guided GfK’s thinking from the start. Today GfK serves clients in 140 countries.
GfK connects data and science – the wide range of cutting-edge research solutions provide fact-based answers for clients’ key business questions. As a research and analytics partner, GfK promises “Growth from Knowledge” to its clients all over the world.
Udo Jansen joined GfK in 2000 and is now the global director for small domestic appliances and baby care within the company’s point-of-sale tracking effort. He is primarily responsible for managing, developing and growing GfK`s worldwide retail panels, as well as overseeing international key accounts. Prior to joining GfK, Udo worked for three years for a German mail order company. With his primary focus on marketing, he studied business administration at the universities of Essen and Erlangen-Nuremberg.
Udo, what is the most exciting or rewarding part of your work? What fuels your inspiration?
As global director for GfK, I work with colleagues in more than 70 countries to measure and track trends in the small appliance business. By studying emerging markets, such as China, Russia, India and Brazil, to more mature and influential countries, like France, Germany, Italy, Japan, I get a front row seat to industry developments that include innovation, connected appliances and other technology-driven features.
Can you name a pivotal event or project that impacted your career or company?
Operating point-of-sale panels in so many countries is a complex business. Tea makers can look like coffee presses, slow cookers resemble steamers, and when is a juicer a juicer and blender a blender? How are coders in 70 countries across 70 languages going to get that right 100 percent of the time!?
I personally led a team to define and execute standards for the small appliance industry on a global scale. This project brought my understanding of the industry and its products to a very nuanced level, enhanced GfK reporting and created tremendous value for GfK clients who were struggling with some of the very same global issues. To date, the codification guides and structures we put in place are used extensively by clients. These standards create an engaging atmosphere for discussion when new features/capabilities are introduced to the market.
In the past few years, what has changed most in your business? How has your company met these challenges in the way you do your work?
There are numerous trends impacting our business including retailer consolidation, online sales and emerging Smart Home technologies. In addition, new technologies and innovations are driving growth in many markets from food preparation to floor care. Of course, at the same time, the global markets are in flux with uncertainties driven by China, Russia and Brazil, compounded by currency fluctuations. GfK globally tracks and measures home appliance trends in order to advise clients on market developments.
Global Growth Trends in Small Appliance Markets
Monday, March 12 11:30 a.m. – 12:20 p.m.
Innovation Theater, Lakeside Center, Room E350
Why did you choose to speak at the International Home + Housewares Show?
The Show is a leading global event. While GfK does not have a small appliance point-of-sales tracking operation in the United States, the Show serves as a forum to meet with industry leaders including global clients and those interested in global expansion to regions like Latin America, Europe, Africa and Asia.
Tell us what you will be speaking about and how this topic is important for Show audiences.
The small appliance markets are showing good growth based on contributions from many product categories. Innovations are key to driving this growth, with an increasing number of new solutions and products being launched to meet consumer’s needs.
Additionally, there is tremendous potential in developing regions around the globe—from China, Latin America, Southeast Asia, as well as India and Africa. Yet each market is entirely unique. At the same time, innovation is driving new products and sub-classes in long-established categories. Combining these dynamics and driving informed discussions with retail partners (region by region) is an essential component of global brand building. For example, tremendous development in smart technology is being driven from China. We hope to quantify this activity and the potential opportunity or threat for those who are not yet engaged.
What do you see as consumers’ biggest concerns regarding housewares products or how to shop for them?
Our sense is one less of concern but more enthusiasm for the innovations and smart/connected products that are driving lifestyle, convenience and time-saving solutions at an affordable price.
What are some of today’s trends or issues that new product development professionals and/or retailers face in the housewares market?
Understanding feature and price trends while building a retailer (Internet) strategy to fit your global brand are enormous challenges and opportunities. While Smart Home is a niche market today, the market will develop rapidly as these solutions evolve and overcome the value equation for consumers with standardized platforms and meaningful applications. Staying at the forefront of all of these issues is key.
Thank you, Udo, for outlining the global issues that impact sales trends of small appliances, a very important segment of the housewares industry. We look forward to learning more from your presentation on Monday, March 12 at 11:30 a.m. in the Innovation Theater, Lakeside Center, Room E350.
For more information, please visit GfK’s website, follow GfK on Twitter, or contact Udo Jansen.
Learn from experts about how to invigorate your new products and services by enhancing your innovation efforts. Critical issues such as global design trends, branding, the needs of distinct consumer age and gender groups, and questions about smart/connected devices in our home environments – all impact the home goods market. Be sure to attend the free executive-level educational sessions at the Innovation Theater. These programs will give you a fresh perspective as you walk the Show and will inspire, inform and improve your business. All programs will be audio-recorded and will be available at www.housewares.org after the Show.
