US consumers are looking to expand their attention beyond the essential needs of their families to incorporate more comforts into their extended stay-at-home living situations during the COVID-19 pandemic.
According to the NPD Group, sales of hand mixers, stand mixers and bakeware have risen since the start of the pandemic, as consumer desire for indulgence during these trying times grows.
“Consumers welcome anything that offers them a bit of an escape from otherwise mundane, stressful or hectic days,” says Joe Derochowski, home industry advisor at NPD. “Beyond face-value product benefits, like baking a sweet treat or soothing tight muscles, many home products allow us to pass the time and reconnect with the simple joys of life.”
A recent emphasis on baking is reflected in the economy. In the six weeks ending April 25, dollar sales of hand mixers nearly doubled compared to the same period last year, and stand mixers grew 69%. Paired with the 18% increase in dollar sales of bakeware in the three weeks ending April 4, it is clear that baking has become a more popular pastime for many.
“The environment we are living in is amplifying our basic needs and desires and forcing us to find new ways to address them,” says Derochowski. “Home products have been particularly popular during the pandemic, but consumer focus continues to shift. To stay relevant, the industry needs to stay focused on the consumer’s needs and innovate new products and messaging to meet those needs.”