Consumer home and housewares purchasing was supercharged during the COVID-19 pandemic as fundamental shifts in living directed unprecedented surges in traffic in stores and online for products that facilitated and enriched home lifestyles. New IHA research commissioned by the International Housewares Association and reported by HomePage News will help suppliers and retailers pinpoint home and housewares opportunities in the coming year.
The “HomePage News 2022 Consumer Outlook Report” reveals key purchase intent findings for 15 core home and housewares categories: bakeware, cleaning tools, cookware, cutlery, dinnerware, drinkware, flatware, floor care electrics, glassware, home environment, kitchen electrics, kitchen textiles, kitchen tools and gadgets, personal care, wellness, storage and organization.
The report, featuring analysis of the survey results, is intended to be a guide for suppliers and retailers to bring informed insight and precision to their strategic efforts to sustain high demand, inspire purchasing and optimize consumer satisfaction.
Overall, the report reveals strong purchase intent – 40 percent or more answering very or somewhat likely to purchase – across all of the housewares categories tracked. The top five were personal care and wellness at 67 percent, cleaning tools at 66 percent, kitchen textiles at 60 percent, kitchen tools and gadgets at 58 percent and storage and organization at 57 percent – underscoring a continuation of elevated consumer interest in personal wellness, cooking and household cleanliness cultivated during the pandemic.
The report dives deeper into the consumer purchase motivators for all 15 core categories.
“As the Home Authority, IHA is committed to providing timely and actionable information to the home and housewares community that helps guide product development and marketing strategies toward success,” said Leana Salamah, IHA VP, marketing. “A comprehensive look at consumer spending plans assists our members and retail partners in aligning their efforts with the forecasted demands of the consumer.”
For each of the core categories, the survey asked for specific insights about which products consumer plan to buy; how much they expect to pay; retail channels in which they expect to shop; and key product attributes and lifestyle factors expected to influence their purchase choices.
The “2022 Consumer Outlook Report” continues the research collaboration between IHA and HomePage News, which began with the HomePage News 2022 Occasions Report that was released in February. The Occasions Report showcases analysis and insights into consumer gift preferences and shopping behaviors based on each of eight key life events expected to shape special occasions in 2022: engagements, bridal showers, weddings, new home ownership, new pet ownership, baby showers, off to college and retirement.
It is available free of charge and can be accessed at HomePageNews.com/occasions.
