toward understanding the benefits of juicing.” Especially with higher-priced models, demos can help consumers grasp the differences among
products and realize the value of the machine, says Fleming.
And for those who are committed to juicing, Hureau says it has created
some serious customers who are willing to spend $300 or more on a
juicer. “It’s the hottest area in electrics right now,” he says.
Despite the popularity of juicing, the market hasn’t been saturated yet,
feels Dobson from Hurom. “I think there’s definitely room to get more
of them [juicers] into peoples’ homes. A lot of people could replace their
coffee habit with one that is much healthier.”
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have done some research and are knowledgeable about the category.
“It’s not an impulse purchase,” she notes. “Most people who come in to
look at juicers have some basic knowledge.”
The Hurom Slow Juicer is a top-seller right now, she says, in part because
slow juicers don’t create heat that can impact the nutrient level of the
product. “People see a benefit to slow juicing,” she feels, and they are
also attracted to the type of warranty covering the product.
“I think it’s a trend that will stick around for a while,” she concludes, noting consumers may do juicing for breakfast even if they don’t partake in
a 10-day juice fast.
At Faraday’s, which ran a health and wellness promotion in April, juicing
was the focus of a workshop, and O’Quinn also explained the differences
between centrifugal (high-speed) and masticating (low-speed) juicers in
her blog.
Steve Hureau, kitchen electrics buyer at The Cupboard in Fort Collins,
Colo., also emphasizes the differences among juicers to the clientele.
Hureau says he sold out of both the Omega and Breville high RPM
juicers recently and has had a hard time stocking the Breville, which
was featured in the “Fat, Sick and Nearly Dead” documentary.
The store carries juicers from Cuisinart and Hurom as well, he says.
Both the Hurom and one of the Omega models use slower speeds and
augers to crush the fruit and vegetables, and slowly extract the juice.
Interest in juicers began before the holidays and has continued into the
early part of the year, notes Hureau. Price is rarely an issue, with most
people buying the best they can afford. Like O’Quinn, Hureau is fielding
questions about warranties, which can impact the brand consumers
eventually choose.
Most people buying juicers are interested in changing their diet and
having more control over what they eat, he says. Because of that,
Hureau wasn’t sure if those who juice at home are likely to go to a
Starbucks-run juice bar. “Customers want control over what they put
into their bodies,” he feels, including knowing where the fruits and
vegetables came from, and how they were handled.
Hureau says he’s done a few demos and plans to do more because of
the popularity of the category. Vita-Mix’s Fleming agrees that demos
are key to understanding the product. He says some retailers “
recognize this as a change in the American palate and demos go a long way
A brand-new Open House exhibit will showcase 2013 home furnishings
trends – from materials and color to commerce and branding – at the
summer 2012 New York International Gift Fair (NYIGF).
Presented in partnership with One Kings Lane, Sandow Media and
Pantone, the display will illustrate products in six key trend categories,
followed by an online flash sale of featured merchandise to benefit Gift
For Life, the home, gift and stationery industries’ sole charity partner.
In connection with the display, a seminar titled “Open House – What’s Hot in
Home Design?” will explore trends influencing home products, from materials
and color to commerce and branding. Warren Shoulberg of Sandow Media
will moderate the panel discussion, including Susan Feldman, co-founder
of One Kings Lane, and Laurie Pressman, Pantone vice president, fashion,
home + interiors. The session is scheduled for Sunday, Aug. 19, from 8: 30
a.m. to 9: 30 a.m. at New York City’s Jacob K. Javits Convention Center.
“We are delighted to partner with these leading commerce, communication
and color companies to produce ‘Open House’ at the summer NYIGF,” said
Christian Falkenberg, NYIGF manager and GLM vice president. “The exhibit
and educational session will offer NYIGF participants valuable trend information and inspiration.”
NYIGF features more than 2,800 exhibiting companies with design-driven
home fashion products and complementary giftware. Some 35,000 attend-ees from all 50 states and more than 80 countries worldwide are expected.
Information and registration are available online at www.nyigf.com.
NYIGF to Produce New “Open House” Trend
Display in Partnership With One Kings Lane,
Sandow Media & Pantone
