IHA spoke with Mintel household care analyst Rebecca Cullen to learn about how the health movement impacts how consumers interact with home and household products, which she will discuss at the 2019 International Home + Housewares Show. At the Show, the Innovation Theater will feature 21 presentations over four days. Topics will include design innovation, smart home, digital commerce and global market trends.

Mintel is the world’s leading market research agency, with offices in London, Chicago, and a dozen international cities. Dedicated to delivering a rich market intelligence mix, Mintel offers its clients unique perspectives on the consumer landscape ahead and a clear roadmap for navigating it.

Rebecca Cullen has been following behavioral trends in household and personal care categories for years. She offers a unique perspective on what consumers do and why they do it, along with a passion for bringing that insight to the industry to drive successful business decisions. As Mintel’s senior household care analyst, she takes a global and regional view of the household industry to better predict future trends.

Rebecca, what is the most exciting or rewarding part of your work? 
Mintel helps clients get a better understanding of the current market and what they need to be doing to remain competitive in their respective spaces. We want to help our clients solve problems. I have always been a “why” person and what I love about my job is being able to explore how consumer behaviors are driving innovation and vice versa, as well as being able to consult and brainstorm with experts across categories to think outside of the box. 

In the past few years, what has changed most in your business?
Mintel focuses on being a leader in providing insights that impact clients’ business and solutions to challenges. To achieve this, we are strengthening our strategic thinking and becoming bolder in our recommendations, leveraging our experts’ category knowledge to help brands be positioned for success.

Mintel 2019 Household Trend: Healthy Happy Home
Monday, March 4 • 12:30 – 1:20 p.m.
Innovation Theater • Lakeside Center E350

Tell us what you will be speaking about and how this topic is important for Show audiences.
We have all probably heard the phrase, “Home is Where the Heart is,” but it is also where health and happiness can develop. It is our refuge from outside stressors, a place to find comfort and spend time with loved ones, and where our healthy habits begin. This trend explores this connection between home, health, and happiness, and how household brands can appeal to consumers who are increasingly seeking products and incorporating behaviors that improve their health and happiness.

What do you see as consumers’ biggest concerns regarding housewares products or how to shop for them?
Overabundance. Consumers have an increasing number of options available to them and are also excited by the idea of something new. With all these options, it is difficult to determine which is the right product for them, because they ultimately don’t want to settle for anything less than a product that delivers a benefit and value to them. So while this may not be new feeling, 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?
My talk will focus on how brands can market products to support a healthier, and therefore happier, home. The pro-natural movement has been on the rise for some time, yet emerging scientific research coupled with improved health tracking is creating greater opportunities for brands to tap into consumer demand for solutions that compliment and boost their health. This won’t just be “what to look at in 2019” because at Mintel, we are always forward thinking, and we explore what to expect from this trend two years from now and five years from now. If you are unable to attend my talk, feel free to contact me and I will share the presentation.

Thank you, Rebecca, for giving us a glimpse of your perspectives on how homes are the center for health and comfort. We look forward to your insights in how housewares products can appeal to personal care needs and aspirations for healthier living, at your presentation in the Innovation Theater on Monday, March 4 at 12:30 p.m.

Learn more about the many resources Mintel offers by visiting www.mintel.com to get acquainted with their market research, product intelligence and competitive analysis services.

Learn from experts about how to invigorate your new products and services by enhancing your innovation efforts. Be sure to attend the free executive-level educational sessions at the Innovation Theater to hear about the latest research and analysis of consumer lifestyle trends and omni-channel marketing challenges. 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.