IHA caught some time to chat with Joe Derochowski, executive director and Industry analyst – home, at The NPD Group for a preview of his upcoming presentation at the 2017 International Home + Housewares Show, the Innovation Theater will feature 21 presentations over four days covering topics ranging from new product design to the Smart Home.
Joe Derochowski has been following behavioral trends on a wide variety of categories for nearly 20 years. He has a unique perspective on what consumers do and why they do it, and a passion for bringing that insight to the industry to drive successful business decisions. Joe’s background in all facets of business, from creating the strategy to activating the strategy through the brand, innovation, and sales efforts, gives him the ability to connect the dots between the consumer and the marketplace. Because of his extensive background in the food industry and exploring consumer trends, he can better predict future trends for the home industry. He is quoted in leading periodicals and daily newspapers discussing how people eat, drink and experiment with meal preparation, as well as their health and wellness thoughts and actions.
Joe, what is the most exciting or rewarding part of your work? What fuels your inspiration?
I love helping retailers and manufacturers see the world as it currently is and working with them to think about new ways to grow their business and to help make consumers’ lives better.
Can you name a pivotal event or project that impacted your career or company?
There are two that come to mind, they happened years apart but together had a big impact. The first was when the concept of combining shampoo and conditioner into one product came to market. It is silly now but when it originally came out, I thought ‘what a great idea to create a product that saves steps in a process’. I started seeing things as a process. The second piece of the puzzle came when I worked at Proctor & Gamble, which gave me an understanding of the power of consumer-driven brands and products. Today, as I analyze NPD data, and talk with shoppers, retailers and manufacturers, it has become second nature for me to constantly look for new ways to bring improvements to the lives of consumers.
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?
Companies are becoming more data-driven and more sophisticated in both their marketing and innovation efforts. At NPD we are constantly developing new methods to collect insights and innovative new ways to bring higher level insights to our clients – whether it is the powerful blend of consumer behavior and facts from our receipt collection service, Checkout Tracking, or Analytics Solutions capabilities in pricing, forecasting, and marketing mix.
Why did you choose to speak at the International Home + Housewares Show?
I believe the housewares industry is at a crossroads for opportunity. The demographic changes at play in the U.S. population should open the door for unprecedented growth and I want to help maximize our industry’s potential and help consumers along the way.
Disrupt Today’s Trends and Point Them in Your Direction
March 19, Sunday 10:30 – 11:30 am
Innovation Theater, Lakeside Center, Room E350
Tell us what you will be speaking about and how and this topic is important for Show audiences.
I believe our industry is poised for substantial growth over the next 5-10 years, due to the demographic changes that are occurring. I will discuss the opportunities and challenges and will provide some ideas on how to disrupt today’s trends and maximize the innovation opportunities that are before us.
This is your first time presenting at our Theater. What are you looking forward to most from speaking at the Innovation Theater?
I am very much looking forward to it. It is my hope that, in the year ahead, or perhaps at next year’s Show, someone will stop me and say, “I enjoyed your presentation at 2017 International Home + Housewares Show, it made me think differently about my business and evolved into the development of a successful new product.”
What do you see as consumers’ biggest concerns regarding housewares products?
Consumers are looking for something new, something exciting, but also something that will deliver a benefit and value to them. While this is not necessarily a new feeling among consumers, it is being heightened by the changing retail environment.
What are some of today’s trends or issues that new product development professionals and/or retailers face in the housewares market?
The changing demographics are increasing the consumer need and desire for products that help them live a healthier life, contribute to an experience, and/or provide convenience. The beauty is that every time we eat, have an experience, or entertain, there is what I call a pain/joy moment where the consumer thinks, “I wish, I hate, I love” and product development professionals and retailers can help provide a solution for these moments.
Thank you, Joe, for your enthusiastic outline of how you and the NPD analysts interpret consumer behavior. We look forward to learning more from you on Sunday, March 19th at 10:30 am in the Innovation Theater.
For further information, contact:
Janine Marshall
516-625-2356
janine.marshall@npd.com
The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050
Innovation propels the housewares industry. Learn from experts about how to invigorate your new products and services by enhancing your innovation efforts. Critical issues such as global design trends, licensing, the emerging Smart Home category, branding, the needs of distinct consumer age and gender groups, the future of food and parenting – 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.
The four days of the 2017 International Home + Housewares Show will be packed with events and education. To help you plan your valuable time at the Show, we introduce you to the speakers and the 21 exciting presentations that will take place in the Innovation Theater in the Lakeside Center. Gain cutting-edge insights that you can apply to your work. All programs are audio-recorded and will be available at www.housewares.org after the Show.
