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They chop, mince, slice, dice, shred, crush, peel, whisk, stir, mash, and extract. They function as a cook's side arm, aiding in nearly every task required in the kitchen. Essential in the kitchen, they constitute one of the most popular and exciting categories in the kitchenware store.

Why Buy?
Today's crop of gadgets encompasses the basic to the refined -- from multifunctional to single function, from hand operated to battery powered, from the must-have to the "Do I really need a gadget to perform that function?" Whether they're used for basic or special culinary endeavors, the universal appeal of kitchen gadgets is their ability to perform tasks in an easier manner.
The gadget category is one that excites customers, brings them into the store on a regular basis to find the latest and greatest, and simply makes life in the kitchen a bit easier. Dozens of reasons drive consumers to purchase gadgets, and they change from week to week or season to season.
Current food trends are one of the primary driving forces behind gadget purchases. As certain cuisines or new diets become popular, the gadgets endemic to repeating those trends also become increasingly popular.
"Customers are looking for new gadgets to help them prepare foods in the new ways that they are cooking," said Toby McGee, owner of Toby's Kitchen & Gift Store in Ventura, Calif.
One manufacturer agreed, pointing out that the current low-carb craze has helped promote certain gadgets.
"The low-carb food preparation process has brought people back into the kitchen to prepare foods. Any gadget that helps them prepare their low-carb meals without spending hours to do so will be a hit with consumers," he said.
Also aiding the demand for gadgets is the continuing influence of television cooking shows.
"It is no secret that customers come looking for a gadget that was recently featured on a cooking show," said McGee. "And we always have to be prepared to have that gadget on hand."
Further inspiring purchases are ongoing attempts by manufacturers to offer better-functioning gadgets. The gadgets of even just a few years ago are being replaced by high-tech designs that improve their functionality and usability. And, spending time and money on research and development of better gadgets is ever more important as manufacturers seek to develop ones that are distinguishable from the pack.
The process begins with an overview of kitchen needs, followed by an assessment of how a product should function. Finally, the manufacturer assigns the prototype a material that would best enable the gadget to function. For instance, a popular newer gadget -- the silicone basting brush -- is definitely needed in the kitchen and at the barbecue, as it provides the user with the ability to baste meat, spread sauce, or butter pastry before baking it. When in use, the brush should absorb enough liquid so that it may be spread easily, evenly, and gently over food. And when it comes to cleanup, consumers always desire implements that clean up in a breeze. Traditional bristles have worked for many years; however, as manufacturers sought to improve the gadget's functionality, they realized that another bristle material -- silicone -- made the process infinitely more convenient. Clearly, the new silicone basting brushes provide customers with a reason to purchase another basting brush, even though they may already have one in their gadget drawer.
For most consumers, it is a kitchen gadget's function that determines its purchase. These consumers view their gadget purchases as being similar to those of cookware or cutlery. Initially, they may collect a basic set of tools or gadgets from one manufacturer, and then they focus on purchasing gadgets that perform a specific function regardless of the brand or the design. Research also reveals that many consumers have 'multiples' in their kitchen drawers -- several different potato peelers, pizza cutters, or garlic gadgets, for example, to guarantee that one is always handy in case the other is in the dishwasher, or to ensure that they have a gadget that is designed with a specific task in mind. As an example, updated whisk designs have been refined to allow an item to perform a specific task with greater precision. Rather than opting for a balloon whisk for every whisking task, they choose a specific whisk according to the function it performs. If they want to whip egg whites, mix or blend a hollandaise sauce, or blend a light batter, each task might require a different-shaped whisk. By offering a broader selection of task-specific gadgets, retailers can educate consumers about the need for multiples in their kitchens.
While some consumers purchase gadgets purely on the basis of function, other consumers purchase them primarily because their looks or design matches those of their kitchens. Yes, quality and function do play a factor in their purchases, especially if the gadget retails for upwards of $40, but for many of these consumers, the gadgets are part of their kitchens' overall showmanship. They match gadgets that they will display on the wall or the countertop to their high-tech stainless steel appliances, such as coffeemakers and blenders. While a standard in kitchens for some time now, the application of stainless steel accents in combination with other materials will continue to grow in popularity, especially in the gadget category. Additionally, combining different materials, coatings, and finishes brings freshness to the gadget category.
Brand, style, design, or color will continue to drive a segment of the category, allowing consumers to create a cohesive design statement in their kitchens. Additionally, 'collections' of gadgets are popular with those just starting out, such as betrothed couples who want to outfit their new kitchen and place a collection or a particular line of gadgets on their registry. A market study conducted by one manufacturer found that there was a high incidence of consumers who made multiple purchases at one time in the gadget category, purchasing family groupings of gadgets according to brand, style, design, or color.
"However," noted that manufacturer, "offering consumers a brand alone is not enough. Products must meet the consumer's expectation of the brand in style and design and have a value consistent with brand expectation."
He further noted that "brands also add value to tools and gadgets. Consumers are willing to spend more for brand-name merchandise that has increased function and can offer a real consumer benefit."

Why Sell?
Gadgets provide retailers with good turnover and high margins, and are a less competitive category with discounters. For both consumers and retailers, the gadget category can be the most interesting and fun in the store. As consumers seek new, convenient ways to perform kitchen tasks, the category is perhaps one of the most consistent in offering consumers something new, exciting, and more functional.
Retailers are bombarded with hundreds of new items every year and so choosing what to stock may seem overwhelming. A common question retailers ask is, "Should I replace my existing basic gadgets with the newest crop just to offer my customers something new?" While some consumers may seek a new gadget-y kitchen tool, what retailers desire are products that incorporate new materials or new designs that make an existing item function better.
"Whether it's a new gadget showcased at a trade show or one that the rep shows us, if it is a gadget we already carry, it has to be pretty special for us to replace what we already have on our shelves," said McGee. "However, there are times that we'll bring in something new to see how it compares to the old standby, and if it works better and is a hit with customers, we will phase out the older item. Sometimes, simply the fact that it is new will make it sell."
As for the need to carry a broad assortment, a manufacturer's study revealed that there are different types of consumers, each of which requires something different for their kitchen needs. Some consumers want just the basic tools because they cook infrequently or on a basic level. Others desire more specialized tools -- such as an avocado slicer -- and are willing to pay a bit more for those products, especially when they realize the benefits of using them when compared to slicing ingredients by hand.

Stocking Up
One single formula does not provide retailers with the answer to the question, "With the hundreds of items available, which gadgets should I make available to my customers?" The answer requires an examination of many variables, from your customer base to your store mission statement, to the space available on your floor.
Stocking a cornucopia of gadgets -- from single to multipurpose ones in various price points -- has proven successful for many retailers. However, offering customers hundreds of different gadgets may be challenging, especially when updating your current gadget selection. More than one manufacturer advised, "Don't just purchase a gadget for gadget's sake" unless your customers are truly gadget fanatics and collectors of everything, even if they don't necessarily need it. Instead, manufacturers suggest that retailers take stock of what they are already selling, and decide whether the new item provides a truly different or improved aspect.
Maintaining a gadget assortment with a variety of price points and quality levels is what helps retailers generate the most success in the category. Sometimes, customers come in for a basic gadget, while other times, they may opt for a high-quality professional item, and many times, the same customer will purchase both.
Further, if carrying a wide variety, customers can compare the higher-priced gadget with the less expensive one and weigh that against how often they plan to use the gadget. If it's a gadget that they expect to use only once or twice a year for special occasions, they are not likely to spend a lot of money for the product. However, if it's a gadget that they will use on a daily basis, they quickly realize that they're getting more bang for their buck with the higher-quality gadget.
"Because we are a kitchen store and a gift store, we offer all three price ranges, good, better, and best, with a heavier emphasis on the best," said McGee. "But there is always someone looking for an inexpensive gadget that works."
She notes that it is becoming increasingly difficult to find products that are different and that can't be found at discounters.
"Our customers automatically assume we charge too much for a gadget, even if it's not the same item but made by the same manufacturer," she said.
For that reason, gadgets at Toby's are everyday Toby Priced.
"We felt that in order to compete, we had to offer an everyday low price. By opting to sell quantity and make a smaller margin, our customers feel as if they're getting good quality at a fair price. And, customers in the cooking classes also get an extra ten-percent discount. We're always thinking of ways that help the customers think they're getting a bargain."
Those retailers who stock only the best in each category do so because they choose not to confuse customers with a wide selection in quality and price, paring down the selection by choosing what they feel is the best in each category.

The Magic of Merchandising
Keeping an eye on the television has become essential for retailers trying to stock the latest products consumers will demand.
"Selling an item mentioned on a television cooking show or one that is highlighted within a store's cooking school is relatively easy," explained McGee. "Customers come into the store and know exactly what they're looking for. They may not know the brand or product name, but they are able to describe it to our staff."
"Sometimes, a product simply needs to be demonstrated before the customer realizes how wonderful it is," said McGee.
She described a flexible spatula that was ideal for removing a piece of pie or shaped cookies from the pan, yet despite its function, it never sold well until one of the cooking school instructors took it home to experiment with it herself.
"After realizing how great the item was, she used it during her next cooking class and now we can't keep it in stock," said McGee.
The great thing about gadgets is that they are relatively small and therefore, may be merchandised throughout the store, not strictly within the gadget section. At Toby's Kitchen, gadgets are merchandised for the most part on the wall or shelves in the store, but they also appear in displays throughout the store.
"They are such an easy category to cross merchandise," said McGee, "that we incorporate them wherever they make sense -- any way that we can get them out there in front of the customers."
With some gadgets, it is advantageous to merchandise by brand -- especially for those customers whose primary purchase decisions are dictated by design. Retailers should take advantage of the various sales peaks throughout the year -- for instance, baking-related gadgets enjoy strong sales during the fourth quarter as do wine accessories. And during the spring and summer, barbecue gadgets are very popular.
To help further promote gadgets during these peak sales periods, retailers should take advantage of the ease with which gift sets may be created with gadgets. It is simple to create your own gadget gift set by bringing together a variety of gadgets with a specific theme or purpose. These gift sets may be in the form of a Gadget Starter Kit, which is ideal for the wedding registry; a Barbecue Gadget Kit for the summer season or Father's Day; or gadgets that help prepare holiday meals.
A tremendous amount of time, energy, and money has been expended to develop improved gadgets, and the move towards better design in both appearance and function has whipped up new excitement in the category. This 'newness' will continue to entice consumers to revisit the store in search of the latest gadget to help them successfully complete their cooking tasks.