Small appliances and housewares products were in high demand in 2020 as consumer routines were disrupted and they looked to these products to make the most of their living spaces, as they spent more time at home. As consumers move outside the confines of their homes more in the coming months, home-product buying will also adapt. According to The NPD Group, consumer demand for home products in 2021 is expected to be similar to 2020, with 15% higher unit sales than pre-pandemic levels in 2019 and 25% higher sales revenue.
“American consumers have begun to get back to life outside of their homes, but that doesn’t mean newly adopted behaviors in and around the home will disappear entirely,” said Joe Derochowski, home industry advisor at NPD. “This year will be about blending old and new – enjoying facets of home life that we came to appreciate last year, while also juggling the return of time pressures created by long-awaited activities.”
Following a year of extraordinary growth, sales momentum has continued. Unit sales in the home industry grew 25% over the first quarter of 2020, according to the latest “Future of Home” report from NPD. As consumers return to the activities they enjoyed prior to the pandemic, fundamental behavior changes, as well as waning pandemic-lifestyles, will all play a role in pushing 2021 sales beyond pre-pandemic levels,” Derochowski said. “Specific category growth will be a reflection of these evolving consumer needs.”
“Relevance to actual consumer needs will be critical for the home industry this year – both preserving it and creating it,” he added. “Products that ease the stresses of this next evolution of consumer routines will not only be in demand but will also inspire higher spending levels.”
