At the 2018 International Home + Housewares Show in Chicago, the buzz was all about hydration, with many companies taking an innovative approach to water bottles and actively helping people to protect the planet by reducing plastic waste.
In an era where people are more aware than ever that we need to protect and preserve our planet for future generations, many homewares/lifestyle businesses are striving to eliminate the use of single-use water bottles because of the massive amount of plastic waste they create.
We caught up with two women in retail to talk about the hydration solutions they are offering in their respective stores: Terri Winter, founder and director of top3 by design in Australia, and Lisa Cherry, a buyer for UK retailer John Lewis.
“Water bottles are one of our largest sales categories,” says Winter, whose store only stocks original designer products deemed the best in their categories.
“We look for water bottles of high quality that are easily cleaned and that cater to people’s different requirements. Some are super-light, some are double-walled and some flat for easy storage in a briefcase or to carry with your mobile phone, tablet or laptop. All of them ensure the end user can easily keep their bottle close by.”
Winter explains that several years ago, Australians were concerned with having filters in their water bottles, but now her customers want to keep things simple, as they trust the country’s water supply.
“The War on Waste series on ABC television had a large impact on both single-use water bottles and coffee cups,” she says. “People now want to do their bit and save some money in the process. And it’s healthier to drink from a personal water bottle, because people drink more if they can just refill instead of buying bottles.”
In the UK, Cherry agrees the hydration movement continues to gain momentum, with consumers moving away from traditional water bottles and looking for added benefits.
“We’re seeing a growing trend for alternatives to plastic, in particular glass and stainless steel,” she says.
“Customers love the versatility of stainless steel as you can keep your drinks hot or cold. Premium plastic water bottles are on the rise, and features such as Joseph Joseph’s dot hydration tracker are enticing customers to trade up.”
As Winter points out, most people don’t even realise they are in a constantly dehydrated state, and by the time their body registers that they’re thirsty, the damage has been done. However, fashion is also a big part of the hydration movement, with companies such as Dopper, S’well and Neolid ensuring consumers can choose water bottles that look great as well as do the job.
“The look and feel of the bottle is always a drive to purchase, and new brands have re-invigorated this, making the water bottle a fashion statement,” says Cherry. “Social media, as well as television programs such as Love Island, have played a great part in this trend with people Instagramming their water bottles and adding personalisation.”
Winter couldn’t agree more. “If people are going to carry a water bottle around, they want it to be a symbol of who they are,” she says. “To be part of someone’s daily routine, a bottle needs to fit into a person’s life. So, although the fashion side might seem frivolous at first glance, it is a legitimate step towards drinking more water for health benefits.”
She also points out that S’well recently released a limited-edition, Swarovski crystal-encrusted water bottle. “This is a symbol that the water bottle is more than just a water bottle to many people,” she says. “They’re a part of your life and a sign to others that you take care of yourself.”
With healthy living being another trend happening simultaneously around the world, the hydration movement is being further fuelled.
“Products around healthy eating and healthy living are resonating more and more with our consumers and this is a primary component in a purchasing decision,” Cherry says. “Consumers are becoming much more aware of the environmental impact of plastic, as well as the economic drive to save money. Furthermore, consumers are also interested in using more environmentally sustainable substrates as well as substrates with perceived health benefits or functionality.”
The hydration movement will undoubtedly continue to flourish in 2018. “Our existing brands will continue to deliver new innovations and we have a wellness campaign launching in January 2018, where hydration will feature heavily, showing customers products that can help them to live a healthy lifestyle,” says Cherry.
By Michelle Hespe
innovation, design, trends + inspiration from the International Housewares Association (IHA) and the International Home + Housewares Show – www.housewares.org.
