First installment shows home and housewares as one of few industries across general merchandise to experience growth in 2024; sales up 1.2% over previous year
ROSEMONT, ILL. (May 1, 2025)— The International Housewares Association (IHA) has launched the 2025 IHA State of the Industry report, a new total market resource for the home and housewares industry. The first of the report’s three installments, which provides data and analysis on U.S. market size by category and retail channel, was published today on IHA’s independent news and information platform, HomePageNews.com.
“In today’s challenging economic climate, buyers and sellers of home and housewares goods are being asked to navigate a complicated selling environment with many factors out of their control,” said Derek Miller, IHA president & CEO. “The new IHA State of the Industry report provides a wealth of information to help them make the best strategic decisions for their customers, partners and companies.”
The report will be published in three parts. The first installment focuses on 2024 sales data, the second will center on 2025 purchase intent, and the final installment will dive deeper into consumer values and lifestyle trends affecting 2025 and beyond.
- Part 1: MarketScope—Market sales data on the total U.S. housewares business and key housewares categories, as well as sales by retail channel. Data is being made available through IHA’s partnership with market research and analytics firm Circana. (Published May 1)
- Part 2: MarketOutlook—A detailed look at consumer purchase intent over the next year, as well as the key product features, benefits and other factors consumers expect to direct their purchase decisions. Features exclusive data commissioned by IHA from Morning Consult. (Available in June)
- Part 3: MarketWatch—In-depth analysis of the primary values and trends influencing consumer attitudes, behaviors and home lifestyle preferences. Features exclusive data commissioned by IHA from Springboard Futures. (Available in July)
Just Released: MarketScope
The first installment of the 2025 IHA State of the Industry report – MarketScope – is available now.
MarketScope focuses on 2024 sales of home and housewares products, as measured by various Circana tracking methodologies. It also features expert analysis from Joe Derochowski, Circana vice president, home industry advisor.
On a macro level, MarketScope reports that the home and housewares industry was one of just a few industries across general merchandise that experienced growth in 2024. Dollar sales of housewares and small appliances at retail in 2024 — as measured by Circana retail tracking — registered a 1.2% increase over 2023.
According to Derochowski, that growth was driven by 1) consumers eating more at home, 2) consumers entertaining more at home, 3) high frequency products purchased during the pandemic hitting the replacement phase, 4) changes in weather patterns and 5) innovative new products hitting the market.
Key findings by category include:
- Home comfort and water filtration grew 4% in dollars as changes in weather patterns created a greater need for products to help consumers cool or warm their homes.
- Floorcare increased 0.9% as consumers looked to replace some of these products, seek help with weather-related events and leverage innovations.
- Kitchen electrics grew 0.5% as consumers ate and entertained at home more. Espresso makers, ice cream/yogurt makers, slow cookers and rice cookers experienced some of the highest growth.
- In the housewares category, portable beverageware, traditional food storage, kitchen thermometers, non-electric choppers and cooking spoons led growth.
In terms of 2024 dollar share by retail channels, key findings include:
- The top five channels for housewares sales are: e-commerce (43%), mass merchants (24%), off-price (10%), warehouse clubs (5%) and dollar stores (4%).
- The top five channels for small appliances are: e-commerce (50%), mass merchants (24%), warehouse clubs (8%), home hardware stores (7%) and electronics stores (3%).
- Overall, 42% of spending on housewares and small appliances occurred in-store, while 58% of sales occurred online.
Complete data, charts and analysis can be found at Market Scope | HomePage News. The 2025 IHA State of the Industry is a free resource available to everyone in the industry.
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The International Housewares Association (IHA) is the 87-year-old voice of the home and housewares industry, dedicated to bringing buyers and sellers together. IHA hosts the world’s premier exposition of products for the home, The Inspired Home Show, in Chicago every March. Each year, the Show brings together more than 2,000 unique brands and 300,000 products with both global and domestic buyers; U.S.-based attendees alone represent more than 100,000 retail locations and over $64 billion in buying power. The not-for-profit, full-service association also offers member companies a wide range of services including industry and government advocacy; export assistance; trend reports; executive management peer groups; group buying discounts; and an independent news and information platform, HomePageNews.com.
