Sustained Home Product Sales Growth Reflects Lasting Pandemic-Inspired Behaviors, Reports NPD
Many pandemic-related shopping habits persist even as consumers return to more normal activities
PORT WASHINGTON, NY, September 7, 2021 / PRNewswire-PRWeb / – Small appliance and household goods sales continue to surpass pre-pandemic levels by about a third in 2019, but since late April, when U.S. vaccinations hit 100 million and the influx of stimulus funds slowed, The Sales of many household products began to slow. Between April 25th and July 31st, 2021According to The NPD Group, sales of small appliances increased by only 2% compared to the same period last year, and sales of household goods increased by 5%. The products that have sustained last year’s strong performance during this slowdown illustrate that some of the new consumer behaviors created by the pandemic appear to persist.
“Even before the Delta variant was a factor, it became clear that our lifestyle at home has structurally changed as a result of the pandemic,” said Joe Derochowski, Home economics advisor at NPD. “The pandemic-based behaviors that were adopted out of necessity are now being fully embraced by consumers, giving the home industry some longer-term opportunities.”
Inevitably, many out-of-home and do-it-for-me activities became do-it-yourself activities last year. This year, for example, more coffee beverages will be produced in households – especially flavored and specialty coffee beverages. This shift is reflected in increasing sales of espresso machines and single-serve coffee machines. The need for midweek lunches is also growing for toaster ovens and similar categories of small appliances as home work continues to be a reality for many consumers and more and more small households cook at home. Handheld massagers and heating pads are also finding convenience thanks to the increasing emphasis on wellbeing combined with consumers’ persistent reluctance to return to spas for personal attention.
The story goes on
During the height of the pandemic last year, consumers also introduced some entirely new behaviors at home. Health and wellness went way beyond home exercise and muscle pain. Many people were looking for new ways to make their home and work environment healthier, as demonstrated by the increase in specialty hand-held cleaning devices and humidifiers. Many households also became new pet owners, creating an increased need for carpet and upholstery cleaning.
Retrieve missed connections
Consumers are still looking for safe ways to re-establish missed connections with families and friends, leading to more outdoor entertainment and a need for more casual table decorations. Some people have wanted to expand their cooking repertoire and open up new opportunities for a variety of specialty food preparation equipment and cooking utensils as soaring sales of specialty beverage makers and bar accessories set the stage for refreshing experiences.
“Consumers may have been bogged down in their homes during the height of the pandemic, but at that time the importance of the comfort of home increased,” Derochowski said. “The future of household product sales remains uncertain on many levels, but these behavioral changes show a staying power that the home industry should not ignore.”
Janine Marshall, The NPD Group, 5166252356, [email protected]
SOURCE The NPD group