In need of new cutlery? Countdown has just launched their new collectable sets with Wiltshire

It turns out Kiwis really love cutlery!

In a new national survey 4 in 10 Kiwis admitted to eating pizza with cutlery, half said they eat their French fries with cutlery, and a huge 77 per cent prefer to eat pies with cutlery. Even birthday treats have gone hands-free with 8 out of 10 Kiwis preferring to chow down on cake with cutlery.

To celebrate today’s launch of the latest supermarket collectibles craze, Countdown, in partnership with kitchenware brand Wiltshire, has conducted a survey of over 1000 consumers – and the results have unearthed some surprising cutlery habits across Aotearoa.

Those playing favourites in the cutlery drawer might be relieved to hear that they’re not the only one. Fifty per cent of Kiwis have one or more favourite items of cutlery, and 25 per cent were willing to go out of their way to access the cutlery they like (even when other options are readily available).

Despite half of Kiwis surveyed saying they had at least one favourite item of cutlery, only 9 per cent of respondents admitted to having a mismatched cutlery set at home. We are a nation with manners it seems, with two thirds of respondents saying they prefer a matching cutlery set to eat with and 23 per cent asserting that they would only eat with a matching knife and fork.

New Zealanders’ love for their cutlery is no surprise to – brand manager Alicia Giminez says Kiwis are particular about their cutlery.

“Often, cutlery sets are heritage pieces that a family will use for a lifetime, so New Zealanders like to buy sets that are sturdy and have a good weight to them that feels nice in the hand.

This preference for higher quality cutlery was reflected in the survey results as well – only 5 per cent of respondents cited pieces breaking as a reason for running out of cutlery.

"It’s clear that New Zealanders value utensils that are built to last; they want to know their cutlery is going to go the distance and won’t come out of the dishwasher rusted or bent. That’s why the Salisbury collection with Countdown includes our sturdiest, highest-quality cutlery,” Alicia says.

Countdown’s Director of Brand, Brid Drohan-Stewart, says the quality of the Wiltshire Salisbury collectible collection is likely to make it a firm favourite in Kiwi cutlery draws for years to come.

“The pandemic saw Kiwi families really embrace the family mealtime and go a little more above-and-beyond to create a restaurant experience at home. Something as simple as setting the table with a high-quality cutlery set can really elevate the dining experience and make that family meal or dinner party special.”

While 36 per cent of Kiwis said they use their spoons, forks and knives equally, the remaining 64 per cent had varying dinnerware demands – in particular, 23 per cent of respondents said they needed more teaspoons than anything else.

“Because every family has a different idea of a ‘complete set’, the Countdown collectible collection can be redeemed in groups so our customers can build out their set to suit their needs. Whether they’re building out a whole new collection or just adding a few useful pieces, we’re certain that this cutlery will be used for years to come,” Brid says.

Countdown’s newest collectibles collaboration with Wiltshire begins on 8 July and runs for a limited time, while stocks last. Customers can earn 1 eStamp for every $20 spent, simply by using their Onecard in a qualifying shop. The Wiltshire Salisbury collection is currently exclusive to Countdown, and includes 6 sets to collect:

- Dinner set - 4 piece
- Children’s set - 3 piece
- Salad servers - 2 piece
- Cheese & pâté knives - 2 piece
- Parfait spoons - 4 piece
- Steak knives - 2 piece