Home and housewares purchasing was supercharged during the Covid as fundamental shifts in living directed unprecedented surges in traffic in stores and online for products that facilitated and enriched home lifestyles.
Exclusive new research commissioned by the International Housewares Association (IHA) 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, Floorcare Electrics, Glassware, Home Environment, Kitchen Electrics, Kitchen Textiles, Kitchen Tools & Gadgets, Personal Care & Wellness and Storage & Organisation.
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.
Overall, the report reveals strong purchase intent with four in 10 (40%) or more answering ‘very or somewhat likely’ to purchase across all of the housewares categories tracked. The top five were Personal Care & Wellness (67%), Cleaning Tools (66%), Kitchen Textiles (60%), Kitchen Tools & Gadgets (58%) and Storage and Organisation (57%).
IHA vice president, marketing for Leana Salamah said, “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. A comprehensive look at consumer spending plans assists our members and retail partners in aligning their efforts with the forecasted demands of the consumer.”
HomePage News editor-in-chief, Peter Giannetti added, “A big question as the pandemic inches closer to its end is how the recalibrated balance of homebound and outbound living will impact consumer purchases considerations and priorities in the home and housewares space.
“Suppliers and retailers are planning now to develop and curate the right mix of products as consumer home goods purchase motivation moves from more transactional to more aspirational, to be influenced by a wider range of differentiating variables.”