NPD: Lifestyle Trends Drive 2019 Housewares Sales Gains

According to The NPD Group, U.S. dollar sales of small appliances grew 4% in 2019, and sales of non-electric housewares increased 2% versus 2018, with the combined growth amounting to an additional $952 million in sales across the industry.

NPD asserted that the sales gains demonstrate a continued consumer focus on enhancing homes and addressing core needs related to healthy living, convenience, sustainability, entertainment, experience and taste that such products can address.

Healthy living and convenience were factors that helped drive the top performing small appliances of 2019, spanning kitchen electrics, personal care and home environment, NPD noted. Air fryers, hot air stylers and robotic vacuums accounted for 42% of the small appliance industry’s 2019 sales gains, each capturing more than $100 million in incremental revenues for the year, reflecting double and triple-digit growth.

Top non-electrics housewares growth drivers for 2019 further demonstrated the consumer’s increased focus on how they live in and outside of the home. Dollar sales of portable beverageware— products that connect the dots between convenience, sustainability, healthy living and potentially cost-efficiency— increased 6% compared to 2018. In a nod to a more casual consumer aesthetic, NPD reported, housewares dinnerware sales grew 11% in 2019 year over year. Canister and jar food storage, providing a sustainable and potentially aesthetically pleasing way to enhance the role of food storage, captured 13% more dollars than in 2018.

“Home products continue to be a bright spot at retail because of their relevance to the key consumer trends driving growth,” said Joe Derochowski, NPD home industry advisor. “Products for the home have the ability to meet the demands and desires of the key life moments, and that has been the primary driver of the home industry’s growth over the past five years.”

Derochowski added, “The home industry is in a unique position to contribute to the consumer’s life on many levels, from the basics of cooking and cleaning to enhancing their appearance, whether personal or through design and decor. Consumer needs related to the home will always be there, but we need to make sure we are finding the best ways to meet those needs as they evolve and communicate our value to the consumer.”