The International Housewares Association (IHA) is sharing insights on global trends influencing the housewares industry, as well as shifts in consumer attitudes and behaviour that are resulting from the worldwide coronavirus pandemic.
Kate Usher, trend consultant for UK-based forecaster Trend Bible, told the IHA that: “Black Swan events like the Covid-19 pandemic won’t cause current mega trends to disappear, but there will be a number of shifts in consumer attitudes and behaviours to watch for.” Kate was scheduled to speak about housewares trends in 2021 at The Inspired Home Show that was to be held in Chicago last month.
After the Show was cancelled amid concerns over Covid-19, Kate recorded a webinar with presentation highlights, and spoke with IHA about trend lifecycles, short-term consumer shifts and opportunities for housewares industry professionals. The webinar is available (along with many other fascinating resources) at TheInspiredHomeShow.com/education.
“There is no rulebook for the life of a trend. They are as elusive and fluid as the human beings who circulate them,” said Kate. “As forecasters, it’s our job to constantly track the pace of change – for every trend we have forecasted – and to spot deviations ahead of time.”
Kate emphasized that mega trends, including current ones like sustainability, aging population and urbanisation, rarely disappear in the face of Black Swan events. These trends are major shifts, which typically have relevance for at least a decade.
“However, how we respond to these mega trends day-to-day and year-to-year is subject to the specific scenario we find ourselves in and where our priorities lie,” she explained.
©Trend Bible
Take for instance the current sustainability trend, which has resulted in more ethical purchasing in recent years. During the current pandemic, some consumers who previously made purchasing choices based on ethical concerns may need to opt for cheaper and less environmentally friendly products as they face economic hardship.
“That does not mean, however, that the trend will not return stronger than ever once the crisis is over,” says Kate. “It’s a temporary blip.”
Another trend expected to slow down during (and possibly after) the crisis is the quest for convenience.
©Trend Bible
“Householders are rediscovering the value in doing things more slowly, more deliberately and more thoroughly during lockdown,” Kate explained. “Sales of flour are going through the roof as consumers turn to baking as a therapeutic domestic task, and many are actually finding enjoyment and stress relief in washing the dishes. Convenience is no longer the goal; in fact, the more inconvenient options hold more appeal.”
This shift has major implications for many housewares brands that have long operated on a convenience-first model.
Kate’s advice for housewares industry professionals looking to navigate trends in the short-term? Think about the immediate future – three to six months ahead – and focus on their customers’ main concerns while adjusting to life at home.
“How can (you) support and connect with customers through the pandemic?” said Kate. “This might not be about selling products but building connections with people. During time of uncertainty, the brands who resonate with our need for comfort, security and authenticity will be the ones we turn back to once we have the ability to do so.”
*Kate’s insights into 2021 will be featured in forthcoming news. Her full webinar is free and can be accessed at TheInspiredHomeShow.com/education.
* A wide variety of additional education sessions – on topics including branding, e-commerce, smart home and sustainability – that would have taken place at the Show can also be accessed on that page.
* For more information about the Show’s displays, including The New Product Showcase, Trending Today, Inventors’ Corner and the IHA Global Innovation Awards (gia) for product design, visit TheInspiredHomeShow.com.
*To learn about new products that were to be at the Show, visit the Show’s online directory, Housewares Connect 365 at Housewares.org/housewaresconnect365, and select “Featured New Products for Media & Buyers.”
Top: Cooking and baking activities that take time have become therapeutic during the pandemic.
