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Joe Derochowski

Executive Director, Industry Analyst - Home


Joe Derochowski is executive director and home industry analyst for The NPD Group. Joe has been following behavioral trends on a wide variety of categories for nearly 20 years. He has a unique perspective on what consumers do and why they do it, and a passion for bringing that insight to the industry to drive successful business decisions. Joe’s background in all facets of business, from creating the strategy to activating the strategy through the brand, innovation, and sales efforts, gives him the ability to connect the dots between the consumer and the marketplace. Also, with his extensive background in the food industry and exploring consumer trends, he is able to help better predict future trends for the home industry.

Previously, Joe worked closely with manufacturers, retailers, and operators in the food and beverage industry, consulting them on their path for growth, setting marketing and brand strategies, execution of tactics, and new product innovation. His creative approach also encouraged clients to reevaluate their go-to-market processes and think about their business differently. Joe has spoken at many food conferences and is quoted in leading periodicals and daily newspapers regarding how people eat, drink, and experiment with meal preparation, and their health and wellness thoughts and actions.

Joe received his undergraduate degree from GMI Engineering & Management Institute and an MBA from Michigan State University. In addition to his tenure at The NPD Group, he has experience working for General Motors Parts, AT&T, Procter & Gamble, and Nielsen. He has served on the Board of Directors of the Academy of Nutrition and Dietetics. Joe is married with two children and makes his home in Chicago, Illinois.


Recent Posts

Jan 30, 2018
Home , Appliances

Home’s Biggest Challenge in 2018 – Beating 2017

The home industry continues to travel along its growth trajectory, but 2018 may look a little different, merely because 2017 results took such a dramatic leap forward. This was especially true in ...

Nov 28, 2017
Home , Appliances

Hot Home “Gifts” for Holiday 2017

Home-related products will continue their hot streak during the 2017 holiday season. Whether they are meant as gifts for others, or something consumers ‘give’ themselves this holiday season, there...

Aug 8, 2017
Home , Appliances

The Power of a Back-to-College Connection

Excitement and happiness are present for many of today’s back-to-college shoppers, but they also report feeling stressed, anxious, and overwhelmed, especially as moving day gets closer.  Combined ...

Jun 8, 2017
Home , Appliances

A Long-Term Proposition

The general thinking around healthy-living has evolved. Instead of “going on a diet,” which is a short-term behavior, more people seem to be thinking of their diet in the broader sense and are foc...

Feb 9, 2017
Home , Appliances

Will a Holiday Hero be a 2017 Trailblazer?

When many key general merchandise categories struggled to meet holiday sales of the previous year, let alone beat them, home products categories proved to be a key component of retail sales succes...

Nov 22, 2016
Home , Appliances

Market to the Moment, Not Just to Millennials

I often get asked, should I focus on Millennials or should I focus on Baby Boomers?  My response is, “Why not both?” They are more alike than most people think. Yes, there are differences but the ...

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