Consumers Aim to Balance Time, Money and Wellness Priorities, According to Latest International Housewares Association (IHA) State of the Industry Report
MarketWatch offers exclusive data on consumer attitudes, behaviours and lifestyles affecting home and housewares purchases
U.S. consumers are finding themselves in a delicate balancing act with competing priorities of time, money and wellness, according to MarketWatch – the third instalment of the 2025 International Housewares Association (IHA) State of the Industry Report, which was released today. The report, detailing the attitudes, behaviours and home lifestyle preferences impacting home and housewares purchases, was published on IHA’s independent news and information platform, HomePageNews.com.
“To succeed in today’s quickly changing marketplace, it’s important to look beyond price and evaluate the values and goals behind consumer spending,” said Derek Miller, IHA president & CEO. “MarketWatch contains a wealth of exclusive consumer insights and provides analysis to help guide home and housewares product development, marketing and merchandising in the year ahead.”
The new report analyzes topics including consumer preferences for cooking at home, key influences in purchasing decisions, the impact of social and environmental responsibility, the role of health/wellness in decisions and how time constraints influence purchases.
Key Findings Include: (survey respondents could select more than one answer)
• A substantial 58% of consumers plan to cook more at home in the coming year; only 1% plan to cook less. The top reason is because it’s less expensive than eating out (61%). A desire to eat more healthfully was the next most popular reason at 59%.
• The time required for at-home cooking – and the associated clean-up – remains a pain point. When asked their most challenging household tasks, after-meal clean-up led the way (51%) and daily meal preparation was a close second (49%) – though with generational disparities: Daily meal prep was an even larger challenge for Millennials (57%) and Gen X (55%); Boomers found this much less of an issue (32%).
• While pricing and promotions have gained importance in recent months, the top three purchase drivers are actually trust (67%), brand (57%) and quality (53%). Pricing/promotions came in next with 48%.
• When it comes to wellness, physical activity is the area consumers are most eager to improve on (51%). That’s followed by nutrition (47%), weight management (46%), sleep/restfulness (45%) and stress management (43%).
• Consumers are aspiring for a “less mess, less stress” way of life: When asked about the features, benefits and design elements that have the greatest influence on their home/housewares purchase decisions, ease of use was by far the top factor (57%). That was followed by multiple functions (39%) and warranties/support (38%).
Structure
The MarketWatch report, which includes detailed charts and analysis, is presented in five sections:
• Meals and Making: Balancing Cost and Consciousness
• Decision Drivers: The Informed (and Influenced) Modern Consumer
• Truth and Transparency: Expectations Expand as Responsibility Continues to Influence Intent
• The Work of Wellbeing: Intersections of Obstacle and Opportunity
• Trouble with Tasks: Frustration Directs Functions and Features
MarketWatch Methodology
MarketWatch contains findings from two separate surveys commissioned by IHA from Springboard Futures, in collaboration with Project Partners Network. Springboard founder Tom Mirabile curated the data and provided analysis. Research for both MarketWatch surveys were conducted from national samples of U.S. consumers, aged 18 to 78. Each has a margin of error of plus or minus three percentage points.
The 2024/25 Value Equation Index survey evaluates factors that characterize and weigh value when shopping for and purchasing housewares. It was conducted in the first half of 2025, and respondents were screened to include primary decision-makers for groceries, personal care, home maintenance, furnishings, supplies and services.
The 2025 Home & Living Survey examines the kitchen, dining and household living trends and priorities shaping consumer wants and needs. It was conducted in the second half of 2024 and includes only respondents who regularly cook at home; additional filters ensured responses came from individuals with meaningful influence over household purchasing decisions.
2025 IHA State of the Industry Report
MarketWatch is the third and final instalment in the 2025 IHA State of the Industry report. The three parts include:
• MarketScope (published in May)—Market sales data on the total U.S. housewares business and key housewares categories, as well as sales by retail channel. Data available through IHA’s partnership with market research and analytics firm Circana.
• MarketOutlook (published in June)—A detailed look at consumer purchase intent over the next year, as well as the key product features, benefits and other factors consumers expect to direct their purchase decisions. Features exclusive data commissioned by IHA from Morning Consult.
• MarketWatch (released today)—In-depth analysis of the primary values and trends influencing consumer attitudes, behaviours and home lifestyle preferences. Features exclusive data commissioned by IHA from Springboard Futures.
