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03/24/2022

Buying more housewares from home

75% of households purchased more housewares during pandemic, reports Numerator.
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Numerator, buy housewares from home, shutterstock

Market research firm Numerator, which tracks purchase data and surveys verified buyers, has released its Pandemic-Driven Housewares Purchases & Usage Post-Lockdown Report.

Here are the details Numerator shared:

  • More eating from home drove 3 in 4 households to purchase related housewares categories since the onset of the pandemic. That is an increase of 13% from pre-COVID levels.
  • Most households purchased multiple categories — 1.8 unique categories purchased per buyer within COVID housewares.
  • Bakeware (+29%), cookware (+26%), and small kitchen appliances (+17%) saw the most growth across omnichannel household spend.
  • Most categories increased in terms of omnichannel household penetration, with soda makers (Index 190 vs all consumers), juice extractors (150), and air fryers (144) leading the pack from a growth perspective.
  • 42% of buyers who purchased housewares during Q2-Q3 of 2020 (at the start of the pandemic), had not purchased in the prior year. 
  • New buyers are a younger, single, diverse, and urban group — they were lower income (124), never married (138), and 1-person households (119). 
  • 40% of survey respondents were influenced by social media or browsing online when purchasing housewares.
  • Some products are stickier than others, such as air fryers, in which 86% of households still own the product and 31% use it more frequently than the first six months post purchase. 
  • On the other hand, 41% of households with juice extractors say they use it less frequently than the first six months post purchase or not at all.
  • Consumers purchased new housewares products to make cooking or beverage making at home easier (35%), to try something new (28%), to save time (23%), and to make healthier foods/beverages (23%). 
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Numerator dark logo

The report provides insights on how pandemic-driven shifts in consumer eating and cooking habits impacted purchasing decisions in related housewares categories, said the company.

Founded in 1990 and headquartered in downtown Chicago, Numerator said it “helps companies understand their customers and identify growth opportunities. We provide more visibility into more consumers across more channels — unlocking more growth.”