Americans' desire to strengthen bonds among family and friends is strongly influencing housewares sales, a trend expected to continue throughout 2002, according to industry experts.

A.J. Riedel, editor of Housewares MarketWatch and founder of Riedel Marketing Group, explained the phenomenon at last month's 2002 International Housewares Show in Chicago.

"Not a return to cocooning, not a retreat to the home, not about accumulation or having the latest technology ... It's about doing things or having things that enable consumers to connect with their families, live in a more fulfilling community or find balance. This priority started well before September 11, and has spawned several important trends that impact our industry," she said.

Riedel pointed to a Yankelovich monitor survey that revealed 76 percent of Americans are looking for ways to simplify their lives. And consumers want to spend more quality time with loved ones.

One trend Riedel says emerged in the aftermath of Sept. 11 is Americans' desire to seek comfort and "bring back the good old days." This is manifesting itself in the increase in sales of comfort foods, such as frozen pizza and ice cream. It also was apparent in one of Restoration Hardware's top-selling products during the 2001 holiday season: the vintage record player.

Prior to Sept. 11, the number of kitchen electrics - especially coffeemakers, grills, and blenders - sold was on the rise. From September to November, sales of these appliances, as well as mixers, electric woks, slow cookers, wafflemakers, and sandwich grills, continued to mount.

Another post-Sept. 11 trend is our tendency to indulge ourselves, she said.

During the holiday season, shoppers looked to pamper themselves - and gift recipients - in stressful times by purchasing such stress-relief products as handheld massagers, foot baths, and bath and body mitts. Shower heads, and manicure and pedicure kits also realized increases, experts said.

Shoppers also focused on home entertaining and cocooning, which was also apparent in consumer electronics sales.

The Consumer Electronics Association recently announced its sales growth in digital televisions grew by 100 percent; home theater packages 90 percent; and video game consoles 60 percent.

Some of the products housewares experts expect to sell well in 2002 will stay in line with our desire for simplicity, indulgence, and family connections. They include:

• Home organization and storage products (in line with simplicity and uncluttering our lives).
• Products that save time, particularly time-saving and consolidating floor-cleaning products.
• Feel-good products (aromatherapy, candles, and calming pools)
• Products that encourage family time and help people connect.

  Nostalgic products.

• Indulgences.

Meanwhile, color expert Leatrice Eiseman, director of the Eiseman Center for Color Information & Training, and executive director of the Pantone Color Institute, explained the role color will play in the home in 2002.

"Color today is all about creating moods and themes, so we know that emerging colors are going to reflect those moods and themes," Eiseman said.

Eiseman said black and white - the "salt and pepper of the housewares industry" - will continue to be popular. She also predicted the coming of more coppers and warm brown tones, as well as trends in multi-textural surfaces such as slick metallics combined with organic surfaces and cool and warm surfaces combined (chrome and copper, silver and gold, copper and brass). Another emerging trend is the de-lustred or burnished surface and elements of women's fashion jewelry continuing to show up in home products.

In addition, rich, vibrant colors are emerging in high-end merchandise, which traditionally held to conservative color standards, Eiseman said.

"We also know that a demographic shift has taken place, specifically within the senior population and the 50-plus boomers," she said. "We know that the traditional housewares buyer has become more untraditional in the last 10 years. This population is living longer, healthier lives, and statistics tell us that, despite the slowing economy, it's the 50-plus boomers spending money on renovations, which encourages buying new merchandise."

Published: February 11, 2002

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