NPD: Dinnerware, Cookware See Late Year Sales Uptick

As holiday shoppers look to make their final purchases over the next couple of days, a handful of housewares product categories are enjoying a strong finish to 2014, according to figures released by The NPD Group.

Among the bright sports during November were categories including dinnerware (+10%), cookware (+3%) and non-metal bakeware (+1%), which according to NPD had been in decline in the weeks leading into the holiday shopping season.

“There has been little to celebrate over the past few years when it comes to non-electric categories for the table and kitchen, as well as crystal giftware,” said Debra Mednick, executive director and home industry analyst, The NPD Group. “‘Replacers’ and newcomers alike are finding attractive options and deals, and so far the 2014 holiday season is shaping up to be a good one for this industry.”

Product categories such as dinnerware may be the beneficiary of some positive movement in home sales. A recent NPD survey found that 20% of respondents said they purchased dinnerware expressly because of moving into a new home. NPD officials noted a correlation between positive existing home sales figures and those seen in the dinnerware segment.

But challenges within non-electrics segments of the housewares business remain, according to NPD.  In the same NPD survey, nearly 20% of respondents said they expect to replace common tabletop products (dinnerware and flatware) and kitchen products (cookware, bakeware and cutlery) only once in their lifetime. 

“While there is an encouraging twinkle this holiday season, future opportunity will need to come with a change of mindset and the introduction of products that give consumers a reason to replace, or better yet, upgrade their tabletop and kitchen products,” said Mednick. “Continuing to improve in-store and online merchandising, preventing shopping paralysis, will keep consumers’ attention and wallets focused on purchasing your products, rather than your competition’s or none at all.”