The value of refinement

Consumer of premium housewares products is more attentive to refinement and quality.

The market for premium housewares products has stood out for combining sophisticated design and functionality. In this universe, products that go beyond mere practicality become true pieces of desire for demanding consumers.

by Dilnara Titara

The category has witnessed notable growth in sales in recent years, both in physical and online retail, reflecting the behavior of a consumer who seeks high-quality items and values design and exclusivity. The investment of big brands in premium lines boosts the segment.

Today, consumers have access to an increasing diversity of products, so the keyword is experience, says Cesar Vieceli, executive director at Tramontina. “The pandemic changed usage and consumption habits. After that moment, companies needed to reinvent themselves and deliver more than products, new experiences. Choosing premium items reflects this evolution, and acquiring them goes beyond basic needs, building experiences of greater quality, functionality, and emotion.”

Trend of quality

Consumers are looking for the best options, focusing on beauty, functionality and practicality, a trend observed since the covid-19 pandemic, notes Suzi Guida, LATAM marketing manager at Nadir. “Due to the restrictions imposed by social isolation, people started to spend more time at home and receive friends and family more frequently. This led consumers to opt for utensils with a different design, greater durability, versatility and multifunctionality.”

During this period, Brazilian consumers established a deeper connection with their homes and began to understand that investing in premium products guarantees greater durability and performance, highlights Artur Fantini de Oliveira, senior marketing manager at KitchenAid. “The impact of increased consumption of these products remains to these days. Those who consume premium products always consider the experience they provide, not just the price. Due to this context, we are optimistic about the market.”

Bruno Pereira, product manager at Oster, is also optimistic about sales. “According to research and monitoring carried out in recent years, we have observed that consumers are willing to pay more for products that make life easier and, mainly, that generate identification with their routine and the design of their home. These devices are not only aesthetically pleasing, but they also offer innovative features, deliver functional benefits, sophistication, and are worth the investment.

The premium differential

Products are considered premium when they go beyond their basic functionality and add perceived value, highlights Fernando Perfeito, commercial and marketing head at Guzzini. “These are products that have strong sensory elements, such as aesthetic beauty, refined design, tactile stimuli with high-quality materials, raw materials that reduce environmental impact and technological and conceptual innovations, aiming to preserve the quality of food.”

In addition to the refined aesthetics and status that these products offer, the practical benefits are evident. In the kitchen, the adoption of premium items transforms not only the culinary experience but also the result. High-tech pans have uniform heat distribution, ergonomic utensils and durable materials add value through long-term resistance, in addition to concern for sustainability, as many are produced with eco-friendly materials.

Exclusive elements create products that transcend functionality and deliver a differentiated experience. Below, you can see how some brands in the sector have dedicated themselves to meeting the demands of a public increasingly interested in combining style and functionality in everyday life, with premium products in the home.

GUZZINI

The Italian brand highlights the DolceVita line, with jar, cups, bowls and cake supports, composing a collection with refinement, style, innovation and sustainability. The pieces are produced in modern biological plastic, coming from waste and plant biomass of non-fossil origin and 100% recyclable. Plastic can be traced back to biological waste attributed to the product through the ISCC mass balance approach. With transparency and luminosity, the products are available in turquoise, pearl, amber, emerald and amethyst.

Another highlight is the Le Murrine collection, with versatile bowls that can also be used in decoration. They feature a sophisticated design, which adds an elegant touch to the table, from starters to desserts. BPA free, dishwasher safe. They feature two-color overlays and transparencies. There are many color variations: blue/orange, gray/yellow, yellow/aquamarine, light blue/Mediterranean blue, pink/Mediterranean blue, black/red, moss green/sand.

DolceVita Line – Jars – Suggested price on 11/09/2023: BRL 399.00.

Le Murrine 20 cm bowl – Suggested price on 11/09/2023: BRL 289.00.

KITCHENAID

The Artisan Empire Red mixer has a body and motor in cast iron and mixes even the heaviest doughs with high performance and efficiency without shaking on the counter. With the brand’s distinctive design, it is resistant and durable. It has the so-called planetary movement – the beaters rotate around their own axis and around the bowl at the same time, with 59 points of contact, enabling faster and more homogeneous preparations.

Another highlight of the brand in the premium category is the K400 blender. It also has a cast iron base and a motor with a maximum power of 1.5 HP. It has asymmetrical stainless-steel blades, facing four different directions. This causes the product to pull and beat even the most difficult ingredients. Another difference is the five-year warranty.

K400 Blender – Suggested price on 11/09/2023: BRL 2,499.00.

Artisan Empire Red – Suggested price on 11/09/2023: BRL 2,799.00.

NADIR

Highlighting the three main brands: Nadir, Marinex and Copo Americano. All products are made of high-quality glass, whose technology allows them to have multiple functions. From the Americano family, the Vintage line of pots is produced in transparent, resistant, and easy to clean glass. They have a BPA-free metal lid and are ideal for storing dry foods.

The Marinex Opaline baking pans can be used for prepping, baking, and serving, and their flaps make it easy to pick up. Made from tempered white glass, they are hygienic and easy to wash. They go in the conventional oven, microwave, freezer, refrigerator, and dishwasher. They have a five-year warranty. The Nadir brand recently launched the Fiore line, with premium glasses.

Marinex Opaline baking pans (set of 3 pieces) – Suggested price on 11/09/2023: BRL 109.90.

Vintage Copo Americano (set of 4 pieces) – Suggested price on 11/09/2023: BRL 109.90.

OSTER

One of the brand’s highlights is the PrimaLatte Touch Oster® coffee maker, which provides a premium experience for an ideal latte. It has a touch panel, with automatic functions for different types of coffee. The model prepares up to two espressos at a time and different options of milk drinks, such as lattes and cappuccinos, with more flavor, aroma, and creaminess. The machine is compatible with capsules, sachets, and powdered coffee. It also has a pump with 19 bars of pressure and is available in red and black.

PrimaLatte Touch Oster® Coffee Maker – Suggested price on 11/21/2023: BRL 1,499.00.

TRAMONTINA

The Lyon line of pans works on gas, electric and ceramic glass stoves. It has a 7 mm thick forged aluminum grill body and lid, which provides quick and uniform cooking. It comes with an internal Starflon High Performance non-stick coating, which does not stick, is durable, easy to clean and is not harmful to health, as it is PFOA free. It has stainless steel handles with silicone protection. It is possible to bake, cook, fry, and defrost. The grill is made of stainless steel. The bread and cake molds have an internal and external Starflon Max non-stick coating and a refined design and can be taken to the table.

The new Tramontina Algarve dining set has 20 pieces, developed in the brand’s traditional and exclusive porcelain, with porosity close to zero. Its pieces, inspired by Portuguese tiles, pay homage to the city of Algarve, in the south of Portugal. They are resistant and can be placed in the microwave and dishwasher. With quality raw materials and a high-tech process, porcelain delivers a whiter quality and does not absorb moisture, in addition to being light and durable.

Lyon 360 Kit – Suggested price on 11/08/2023: BRL 1,499.00.

Dinner set – Suggested price on 11/08/2023: BRL 914.00.

Source: Eletrolar News ed. 158