New IHA/Homepage News Report Explores Consumers’ Purchasing Intent by Housewares Category

Inaugural Consumer Outlook Report Pinpoints Home + Housewares Opportunities for Suppliers & Retailers

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. Exclusive new 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 & Gadgets, Personal Care & Wellness and Storage & Organization. The exclusive report, featuring in-depth 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% 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 Organization (57%)— 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 vice president, 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.”

“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,” said Peter Giannetti, HomePage News editor-in-chief. “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.”

Results are based on an online survey of 4,000 adults conducted by Morning Consult heading into 2022. The survey was weighted based on several demographic variables to approximate a target sample of adults most likely to purchase home and housewares products.

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 margin of error is shrinking when it comes to securing share in a retail market reshaped by the collision of fast-evolving product development, merchandising and marketing innovation in a global pandemic. This has tuned shoppers spanning multiple generations to their personal lifestyles and purchasing priorities like never before,” Giannetti added.

The complete Outlook Report can be accessed at HomePageNews.com/outlook-2022.

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.

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New IHA/Homepage News Report Explores Consumers’ Purchasing Intent by Housewares Category

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