Home Blog 2020 Pandemic-Driven In-Home Needs That Won't Go Away
Jul 29, 2020

Marketing to the Lingering Effects of Pandemic Lifestyle at Home

Subscribe to our blog

It’s summer, which gave many consumers the ability to ‘get out’ a bit more amid lockdowns, but the fall season is fast approaching with a likely altered approach to school schedules and cooler weather. These factors will only reinforce the continuation of two lifestyle changes cultivated by the pandemic – working from home more and going out less. As a result, consumers will continue to spend more time at home, preparing more of their own meals, and in need of small appliance and housewares products to help them solve an evolved set of in-home food and beverage needs.

Coffee and breakfast is less likely to be something ‘on-the-go’ from a favorite coffee shop or eatery passed on the way to work. And with adjusted learning, children will likely be spending more time at home, further altering the kinds of breakfast items being prepared and consumed.  In the 13 weeks ending June 27, 2020, 1 million more coffee and espresso makers and over half a million more electric grills and griddles were sold than the same period last year. Based on the 41% increase in unit sales of single-serve blending and processing products, there will also be a return to home smoothie-making for consumers looking for easy and healthy options for parents and their kids.

Similarly, consumers are home at lunchtime much more than ever before. This means countertop toaster ovens, countertop microwaves, and sandwich makers will continue to be important, even after their April through June double-digit unit growth. Products that will help the consumers quickly make their own hot sandwiches, heat up leftovers, or simplify soup creation for a midday meal will offer a pleasant alternative to cold options, or the local deli dash they may be accustomed to. And what goes with a lunchtime sandwich or burger at dinner? Fries. Enter the air fryer, with nearly 2 million more units selling in the 13 weeks ending June 27 than the same time last year. The majority of food items consumers cook in their air fryers are potatoes.

With many U.S. consumers spending less time commuting and going out to eat less, dinners have the opportunity to be more of an experience – whether enjoying the preparation while having some more downtime, or engaging the family in meal creation. Preparation and cooking gadgets deliver a helping hand and can make the experience even more enjoyable. When dinner is done (or any time of day), homemade sweet treats continue to be a popular indulgence and pastime. Baking boomed early in the pandemic. April through June dollar sales of stand mixers doubled last year’s results, and tools and gadgets geared at baking, mixing, and measuring grew 61%. We can expect this behavior to see another surge during the fourth quarter as consumers once again look for things to do indoors.

The future is still in flux, but even beyond recovery, we can expect consumers will spend more time at home than before the COVID-19 crisis. It’s important to adjust our strategies to address the new ‘normal’ of consumer needs, and think about how we can fit into and ease the adjustment to their modified lifestyles.

 

Source: The NPD Group / Retail Tracking Service


Upcoming Event


Trends in Home Textiles

Presenter: Joe Derochowski, Industry Advisor, U.S. Home
Date and Time: December 3 at 12:00 p.m. CT
Location: Virtual
Description: As consumers continue to increase focus on their home environment, textiles – from floor and window coverings to bed and bath to kitchen – are experiencing explosive growth. Join NPD's Joe Derochowski and the International Housewares Association for a deeper look at the textiles category and the overall trends shaping consumer buying in a new webinar.

Register Now

Stay current in your industry
SUBSCRIBE

Related Content

Tagged: Retail , Home , Appliances


A Minute with Marshal Cohen – Consumers Overcome Distractions
A Minute with Marshal Cohen – Consumers Overcome Distractions

NPD's chief industry advisor shares recent weekly sales results demonstrating the consumer’s resilience following election distraction and ahead of the holidays.

“The Home Edit Life” Ignites A September Surge in Home Organization Products
“The Home Edit Life” Ignites A September Surge in Home Organization Products

In a year where many American’s have had more time at home than usual, as a result of COVID restrictions, home projects and organization became a way to stay busy. Sales of books in the home cleaning, caretaking and organizing subject are up, driving sales of home organization products across the home.

At-Home Living Will Drive 15% Growth in U.S. Appliance and Housewares Sales This Holiday, Reports NPD
At-Home Living Will Drive 15% Growth in U.S. Appliance and Housewares Sales This Holiday, Reports NPD

The continued expansion of daily living needs will bring end-of-year retail growth that is stronger than most years across small appliances and housewares.

The Future of Personal Care
The Future of Personal Care

When more U.S. consumers resume their normal lives again, expect a renewed focus on personal care. Hair styling and oral care products should benefit, as will other personal grooming products that may have declined in 2020. As more and more businesses and schools reopen, categories in the personal care space that have been de-emphasized in the COVID-19 period are likely to rebound. See what’s in store for 2021.

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice. | Cookie Settings

Follow Us

© 2020 The NPD Group, Inc.