Products to prevent stress and “self-optimise” headline Beurer’s bold new lineup at IFA
USERS CAN ALSO CREATE THEIR OWN WORKOUTS FROM 50 EXERCISES
With the beauty, medical and wellbeing sector inspiring burgeoning new small appliance innovation, German brand Beurer is presenting a number of exciting additions to its diverse range at IFA. We spoke to Georg Walkenbach, managing director of Beurer, and started by asking him about the growing market for products that reduce stress:
One way of reducing stress is heart rate variability (HRV) training. HRV describes the ability of the human body to adjust the frequency of the heart rhythm to different situations in life. Launching at IFA, the stress releaZer provides a new way of controlling HRV and is compatible with the free Beurer CalmDown app.
The app enables the user to create a tailored exercise programme with a reminder function. The training units can also be customised – for example with music and light. A weekly evaluation of the personal stress level coupled with direct feedback after every exercise further help the user to analyse and better understand how they handle stress.
We understand that Beurer has unveiled a world first in the area of cellulite at IFA, what can you tell us?
The first cellulite releaZer has proven medical claims and we can really claim to reduce cellulite. The targeted use of vibration massage with the Beurer cellulite releaZer increases microcirculation in the tissue, and encourages and accelerates the reduction of fat molecules.
This demonstrably and visibly tones up the deep tissue – for noticeably smooth, firm, and toned curves.
What is Beurer doing in the area of self- optimisation?
Self-optimisation is a huge trend. The Beurer EMS homeStudio is a high-end EMS device for use at home. Together with the free Beurer EMS HomeStudio app, users are provided with professional EMS training. The user can choose between Fitness & Power and Relax & Wellbeing, with a total of 20 workouts available in the app. The level of difficulty can be customised and users can also create their own workouts from 50 exercises. The device comes with four cuffs and eight electrodes that are controlled via four separate channels.
As well as being managing director of Beurer, you are also a board member of ZVEI, the German manufacturers’ association. Can you give us some insight into the major trends in the small domestic appliances category?
Healthy living is a big one and comfortable living is another. Air cleaning devices have experienced a sales boom, while cordless appliances are another big innovation area. Sales of stick vacuum cleaners have overtaken sales of more traditional products. This year the small appliances market will grow by around 3%.
What are the key innovations in the kitchen?
Healthy cooking is an important trend. Sales of air fryer products have been strong, as the technology offers consumers the same taste but with less fat. After the huge boom in juicing, this category is in slight decline, as many manufacturers have entered this space, and prices are dropping.
Can you tell us more about demand for health devices?
The health market is performing well. The activity trackers area is a very competitive market that is being rivalled by the smart watch category, which is still growing. Activity trackers are struggling to compete with smart watches which have so many functions built-in – you can even measure your pulse with a smart watch.
A target market for health devices is 50+, where the main goal is to either get healthy again or to stay healthy. That’s the goal for everyone.
What does the future hold for connected small appliances?
Connected is an additional feature to give more value to the products, so you can do more with them. With a lot of products, connectivity will be a feature where it makes sense.
Photo: Georg Walkenbach, Managing Director, Beurer