Buying more housewares from home

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%).