Tupperware CEO on changing the product, famous parties

(CBS News) Tupperware is a fixture in American kitchens. After getting its start well over half a century ago, the product is now sold in more than 100 countries, mainly through direct marketing and those famous house parties. Its sales force is made up almost entirely of women.

It all began with the Wonder Bowl. Developed after World War II, ambitious inventor Earl Tupper's air-tight containers revolutionized food storage.

In the late 1940s, American sales pioneer Brownie Wise convinced Tupper to sell his wares directly to women in their homes.

Today, 90 percent of the company's sales are international while in the U.S. competition from Glad and Hefty brands have eaten into Tupperware's marketshare by offering lower-cost alternatives for food storage.

Earlier this year, Tupperware Brands CEO Rick Goings was quoted in The Wall Street Journal as saying "the U.S.A is basically a Wal-Mart market" and that Americans "buy price" while "Europe buys quality."

Goings told the "CBS This Morning" co-hosts that they had to reinvent and adapt their product line to match the world market.

"Americans look for a deal. This is where really discount shopping started," he said. "You go to Europe and look under a Christmas tree, you'll find a couple of items, but they're really good."

Goings said that a typical product in France would cost over $100 while in the U.S. it would go for $20. He said that Tupperware has moved away from commodity items that would be found in discount stores and has changed their focus.

"Food storage when I joined the company was about 85 percent of our business; now it's about one-third," he said.

Goings said that the company estimates there is a Tupperware party held every 1.4 seconds. The multi-billion-dollar brand has an international sales force of 2.8 million, of which 99 percent are women.

"60 Minutes:" The Mad Mad World of Tupperware

Even with so many people shopping online, Goings explained that their parties are still very popular and profitable.

"If you go to Paris today, busy working women get together - it's a girls' night out. She doesn't want to cook, but we show her how to, quickly, in 15 minutes, make meals. She still likes to entertain," he said. "So we had to change the product line, and we had to change the kind of party."

For Rick Goings full interview, watch the video in the player above.