The management need to “Think outside the Box”
Tupperware: Why the household name could soon be history
The name is so familiar many do not even realise it is a brand - but the firm may be in deep trouble.
The management need to “Think outside the Box”
I love Lakeland🙂
but it’s one of those shops you go into and see all these things you never knew existed but now you’ve seen them you really want them and can’t live without them!
We’ve got one in Cadbury Garden Centre, which isn’t far away from me
It’s nice because you can make a day of it, go round the garden centre, have lunch, browse in Lakeland and the garden centre has lots of facilities like that too
… but Lakeland’s got nothing to do with the pending financial collapse of Tupperware …
Tupperware is to expensive when compared to Lock and Lock .
However, Neil Saunders, managing director of retail at the consultancy GlobalData, said Tupperware has “failed to change with the times in terms of its products and distribution”. He said that the method of selling direct to younger customers through Tupperware parties “was not connecting” and that even older customers who “remembered Tupperware in its heyday” have moved on - customers can now buy cheaper or more fashionable containers in shops or online.
Meanwhile, Tupperware said in March that its workforce of direct sellers had shrunk by 18% in 2022 compared to the previous year. It was also impacted by Covid lockdowns in China which hit consumer access to products.
Mr Saunders also said that Tupperware - while considered innovative many years ago - was perhaps not as inventive and stylish as other brands such as Joseph Joseph, the home goods design company started by twin brothers Antony and Richard Joseph. Younger customers have also embraced more environmentally-friendly products such as beeswax paper (2) to keep food fresh which can be used again and again, he said.
(1)
(2)
Beeswax wrap is a food wrap material consisting of a coated fabric, most commonly cotton. It is made by infusing cotton with food-grade beeswax, rosin, coconut oil, and jojoba oil. The wrap is mouldable, grippable, and tacky. It can be shaped around containers or food products. Beeswax wrap is a reusable and sustainable alternative to plastic wrap and single-use plastic. It has the ability to counteract environmental issues such as plastic pollution and food waste.
Beeswax wrap’s main use is food preservation. It is breathable and allows food to stay fresh for longer, reducing food wastage. After each use, beeswax wrap can be washed and air-dried. Beeswax wrap usually loses its grip after one year. When the wrap loses its grip it can be composted. Beeswax wrap is criticized for its high price when sold commercially and the high level of maintenance it requires, especially when compared to its single-use plastic alternatives.
Fashionable … and expensive …
It’s competition, although to be honest I’m surprised Lakeland have survived so long. Their main competitive advantage is that they have been very shrewd in choosing their locations. Usually in shopping areas near luxury shops or coffee shops, they catch shoppers when they are at their most relaxed and open to the new experience of a banana holder or mushroom cleaning brush.
Tupperware did very well until China took over markets with mass produced cheap substitutes. Seems they didn’t try very hard to differentiate their brand in a changing market environment.
Not very hygienic or practical. It’s not like you can pour baked beans into it…
Lakeland is UK only.
26 SEP 2022
The business, which was founded in 1956 in Windermere, Cumbria, has posted pre-tax profits of £1m for 2021, up from £332,000 in 2020.
The last time the company’s profits were higher was in 2017 when they totalled £2.3m. Lakeland had been loss-making in both 2018 and 2019.
According to the newly-filed documents with Companies House, Lakeland’s turnover also rose from £151m to £153m but the number of people it employed during 2021 fell from 1,488 to 1,405.
Tupperware is worldwide but no longer has a presence in the UK. Its products, however, are still available online.
Tupperware Corporation, a $1.1 billion multinational company, is one of the world's leading direct sellers, supplying premium food storage, preparation and serving items to consumers in more than 100 countries through its Tupperware brand.
In partnership with more than 1.3 million independent sales consultants worldwide, Tupperware reaches consumers through informative and entertaining home parties; retail access points in malls and other convenient venues including SuperTarget; corporate and sales force Internet web sites; and Home Shopping Network(SM).
Additionally, premium beauty and skin care products are brought to customers through its BeautiControl brand in North America and Latin America.
The companies differ markedly both in size and served markets.
Did anyone have a Tupperware Party or go to one ?, I remember back in the 70s I went to one and bought a cereal container …
The name is so familiar many do not even realise it is a brand - but the firm may be in deep trouble.
The brand Tupperware has become so synonymous with food storage that many people use its name when referring to any old plastic container.
But the 77-year-old US company is seeing cracks form in the once revolutionary air-tight sealing business that made it famous, with rising debts and falling sales prompting a warning it could go bust without investment.
Despite attempts to freshen up its products in recent years and reposition itself to a younger audience, it has failed to stop a slide in its sales.
The firm’s ‘Tupperware parties’ made it an icon during the 1950s and 1960s consumer revolution, and its air-tight and water-tight containers took the market by storm.
But its core business model of using self-employed salespeople who sell primarily from their own homes has been going out of fashion for a while, and was retired altogether in the UK in 2003.
Now company bosses have admitted that, without new funding, a brand name which has passed into common parlance could vanish from the market.
“We use it (Tupperware) as a noun, which is quite unusual for a brand,” said Catherine Shuttleworth, founder of retail analysis firm Savvy Marketing.
“I think a lot of younger people will be surprised it is a brand in itself.”
While Tupperware was a “miracle product” when first sold decades ago, Ms Shuttleworth added, the market has been flooded by companies offering cheaper alternatives in recent years.
Obvious outcome really,Plastic products.
I think it is a great product,i had lots of it and my mother was a rep for them in the 70s
But it lasts forever! When my Mum passed away and I had to clear her house, her pantry was full of Tupperware. All Used regularly and still in perfect condition. I estimated it was easily 50 years old.
But it lasts forever! When my Mum passed away and I had to clear her house, her pantry was full of Tupperware. All Used regularly and still in perfect condition. I estimated it was easily 50 years old.
If your Tupperware is old enough, it might even leach harmful chemicals and heavy metals like cadmium, lead, and arsenic into stored food. Suddenly those leftovers don’t sound very appetizing… Ziploc®-brand containers have a 5-10 year lifespan, and other plastic containers fall in a similar range.
I have read that Ripple. However my Mum lived to 97 with no ill effects.
I’m not very keen on food directly touching food for a long time
So what I do is buy various size glass and Pyrex dishes that have lost their lids from the charity shops and use those for food storage with some of these silicone lids over them, they fit most sizes
I had no idea that the Tupperware company was still going - I presumed it had closed down long ago.
I remember people of my parents’ generation having Tupperware and have heard about Tupperware parties but my friends and I never had Tupperware parties or were invited to any. I’ve never owned a piece of Tupperware.
When I got married in the mid 1970s, the local shops sold a variety of plastic food storage boxes which we called “Tupperware” but it wasn’t really the Tupperware brand.
I remember buying a few different sizes of storage boxes made by a company called Stewart - and I still have them and use them.
Considering Tupperware got its sales through a party-plan system, I’m not surprised sales are falling if they still rely on that system.
It may have appealed to “houswives” in the 1950s / 60s but I can’t imagine modern women being wowed by the thought of having a “Tupperware party” - when I was still working, my work colleagues might have hosted a brand name clothes party or an Anne Summers Party but I can’t imagine them hosting a party to sell plastic food storage boxes.
That’s such a good idea stretchy silicon lids
have read that Ripple. However my Mum lived to 97 with no ill effects.
wow 97 that’s amazing .
However old plastic containers do leach toxins.
They also can taint food .
I like Maree idea of glass containers.
Modern kitchen glassware is probably safe but “vintage” kitchen glassware probably isn’t.
The management need to “Think outside the Box”
This never got the acclaim it deserved