8 Feb 2020, 10:30 — 7 min read
Consumers are searching for ways to customise their homes with houseware products that let them create personalised items, décor and dining experiences. Many are interested in products that help them express their own individuality, such as specialty craft beverages, smart home appliances that can be customised to their personal needs, and specialty cookware that allows them to re-create restaurant-quality meals or ethnic foods and flavours.
‘Consumers are trying to create their own look, their own individuality,’ said Joe Derochowski, Home Industry analyst for market research firm The NPD Group Inc.
The consumer’s desire for ‘distinction’ is one of the major movements identified by trend research company Trend One in its Mega Trends 2021 report. They said consumers are increasingly searching for personalization of products, services and experiences. What’s more, people are also increasingly projecting themselves as a brand and curating their own identity via social media. “The creation and possession of highly individualized products and experiences is becoming a new status symbol and gives consumers the feeling of living uniquely,” the report found.
According to the Forbes 2019 Cookware Trend report, consumers want options to personalize their cookware or tableware collections as they enjoy a variety of different culinary cuisines “From cast iron to non-stick, consumers will be looking for cookware pieces that meet their individual needs while showing off their style in the kitchen.”
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Eighty-two percent of meals Americans eat are prepared at home, a much higher percentage than a decade ago, according to The NPD Group Inc. At the same time, they reported, restaurant dining has declined. The average American ate out 185 times in 2018 compared to 216 times a year in 2000. They say a changing workforce, the ease of online shopping and a boom in streaming entertainment has made the home the most popular place to eat out in America.
“Fueling the continuing trend is consumers’ desires for healthier eating, as well as convenient cooking and meal preparation. Those consumers interested in changing their behaviors to live healthier are looking for more fruits and vegetables, more homemade meals, less processed foods and more exercise, all of which lead to a greater need for the housewares industry’s products,” explained NPD’s Derochowski.
Products such as multi-cookers, fryers, toaster ovens, food storage items, cooking gadgets and specialty gadgets are leveraging the tailwinds of consumer needs regarding health and wellness, according to Housewares MarketWatch, a quarterly newsletter from the International Housewares Association and The NPD Group.
Cooking at home is also more convenient today because of the availability of premade meals and online grocery delivery. Market research company Mintel predicted ‘elevated convenience’ to be one of the biggest food and drink trends for 2019. This trend focuses on a new wave of shortcuts such as individual meal kits sold at retail, foodservice inspired packaged beverages, and a new generation of prepared meals, sauces and sides that emulate the flavours and formats of restaurant meals. An increase in healthy eating, as well as an interest in personalization, is fuelling this trend, according to Mintel.
Along with eating healthier, consumers have developed an even greater interest in global cuisine. Better Homes & Garden’s survey found that 80 percent of millennials like to cook new regional or ethnic foods, and 40 percent are cooking more regional and ethnic dishes than they were two years ago.
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In concert with increased eating at home, consumers are also entertaining at home more. According to the Better Homes & Gardens survey, 93 percent of millennials love to entertain friends and family at home, hosting every seven weeks on average. In addition, 86 percent of respondents said entertaining at home is fun and better than meeting friends out.
As smart technology expands in the housewares category, smart home products, particularly assisted cooking items, help consumers create restaurant quality results at home. They also allow consumers to explore new cuisines and make trying new foods/recipes less intimidating. The global smart home category is expected to reach $53.45 billion by 2022, according to Zion Market Research.
Artificial intelligence and voice control for assisted cooking, as well as replenishment and home delivery, are huge trends in the smart home market, according to Carley Knobloch, a smart home expert. She noted that pantry storage, where a product automatically senses when a pantry item is running low and reorders it, is among one of the more popular trends.
Several years ago, the Danish lifestyle trend 'Hygge' inspired consumers to transform their homes and create a feeling of cosy contentment by enjoying the simple things in life. Similar to the Danish hygge, 'Cwtch' is the latest design and lifestyle trend, according to HGTV.
Cwtch (pronounced kutch) is a Welsh word that loosely means to cuddle. “Much like hygge, cwtch has inspired a warm, comfy approach to design and entertaining that’s hard to resist,” said the popular home and garden channel. “It’s all about a magical, warm state of mind that taps into our emotions and desires to create a truly welcoming home. Cwtch is all about feeling safe and secure at home.”
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Image source: shutterstock.com
Article by International Housewares Association (IHA)/The Inspired Home Show TheInspiredHomeShow.com published in STOrai Magazine.
Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views, official policy or position of GlobalLinker.
By Deepak Jain