NPD: Home Goods Showed Growth In 2014 Despite Non-Electric Decline

Consumers spent more than $47 billion on small appliances, non-electric housewares, and home textiles/fashions in 2014, according to The NPD Group. The nearly half a billion dollar increase in spending, a 1% advance over 2013 home-product sales, continued the growth trajectory resumed in 2013, the market research firm stated, when the industry grew by 4%.

Sales of small kitchen appliances, bed and bath fashions products buoyed the industry in 2014, but most non-electric home goods segments continued to struggle, NPD reported.

As defined by NPD, the home textiles/fashions category sales advanced by 2% in 2014 to $21.6 million while those for small appliances increased 1% to $20 billion. However, sales of non-electric housewares declined by 3% to $5.5 billion.

Among the consumer trends influencing sales, NPD noted, trading-up stayed popular in categories such as blenders, where high performance models remained hot. However, the beverage products segment overall lost steam in 2014, as single-serve brewing systems experienced sales shortfalls for the first time in years as part of an overall decline in coffeemaker segment revenues. Sales of juicers, home soda machines and the related consumables softened, which created another drag force restraining category sales.

Non-electric housewares category sales stumbled as cookware, its largest segment generating more than $2 billion in 2014 sales, gave back some of its 2013 unit and dollar advance. In home textiles/fashions, formal but functional products proved popular. Sales in segments such as table linens grew significantly, up 9%, even as kitchen linens revenues declined, and bed covers sales advanced by 12% while bed ensembles remained flat. Beyond that, bath towels/sheets saw a 14% sales increase.

In small appliances, top dollar sales gainers, albeit on different revenue bases, were robotic vacuums, up 43%, stick vacuums, up 31%, and blenders/mixer/chopper systems, up 22%. In non-electric housewares during 2014, the fast movers included stock pots/dutch ovens, with sales up 4%, stovepot kettles, sales up 3%, and fine flatware, sales up 1%.

“Inspiration, innovation, and simplification influenced consumers and product performance throughout the home in 2014,” Debra Mednick, NPD executive director and home industry analyst, said in introducing the data. “Following a year of aspirational motivation in 2013, which came on the heels of challenging economic times, consumers have adjusted their attitude to a less emotional, more practical one when it comes to equipping and furnishing their homes, looking to products that deliver on a new look or feel, or a new approach to performing everyday tasks.”