Port Washington, NY, May 12, 2020 – U.S. consumers continue to expand their attention beyond the essential needs of their families to incorporate more of the creature comforts into their extended stay-at-home living situations. According to weekly retail tracking data from The NPD Group, a leading global information company, there has been significant growth in sales of hand mixers, stand mixers, bakeware, and massaging appliances since the start of the COVID-19 pandemic, demonstrating the consumer’s desire to indulge themselves a bit during otherwise trying times.
“Consumers welcome anything that offers them a bit of an escape from otherwise mundane, stressful, or hectic days,” said Joe Derochowski, home industry advisor at NPD. “Beyond face-value product benefits, like baking a sweet treat or soothing tight muscles, many home products allow us to pass the time and reconnect with the simple joys of life.”
Some level of home cooking revival is to be expected given the current situation, but the recent emphasis on baking brings it to another level. In the six weeks ending April 25, 2020, dollar sales of hand mixers nearly doubled compared to the same period last year, and stand mixers grew 69%. Mixers aren’t just for baking, but paired with the 18% increase in dollar sales of bakeware in the three weeks ending April 4, it is clear that baking has become a more popular pastime for many.
Baking can be indulgent, and even a source of stress relief for some, but not to the same degree as one might consider a massage. However, as many people are working from home more, they are also spending more time seated. Combine the back strain that comes with sitting in makeshift office spaces with the general stress of the day’s news, and massaging appliances continue to grow in importance as source of relief when we can’t visit our local spa. Massaging appliances have become a worthwhile spend for some consumers, with dollar sales increasing 84% in the 2 weeks ending April 25.
“The environment we are living in is amplifying our basic needs and desires, and forcing us to find new ways to address them,” added Derochowski. “Home products have been particularly popular during the pandemic, but consumer focus continues to shift. To stay relevant, the industry needs to stay focused on the consumer’s needs and innovate new products and messaging to meet those needs.”
Source: The NPD Group / Retail Weekly Tracking Service