Calling wellness a trend is a bit of an understatement. “Movement” might be better, but “way of life” seems more appropriate.
By now, you probably know that wellness emerged as the top trend for consumers participating in the 2023 IHA Market Watch Report. Not only did it get the most votes as the most important issue in their home lives, but it also plays a significant role in the other prominent themes of time, space, experience and responsibility.
There are many ways the housewares industry can address consumers’ wellness aspirations across different categories. But this week, we’ll look at how home and housewares sellers can do that through the most obvious category—personal care.
Purchase Intent
Now might be the time to add to or enhance your assortments with personal care items. After all, some of the highest purchase intent in the HomePage News 2023 Consumer Outlook Survey—produced in partnership with IHA—appeared in the personal care category. Thirty-seven percent of respondents said they are very likely to purchase a personal care or wellness product in 2023, and 29% said they are somewhat likely. Those levels were consistent with responses in 2022.
When it comes to personal care, hair dryers and men’s shavers are the items respondents are most likely to purchase (30%). Those were followed by women’s shavers/hair removal items (29%), hair straighteners/hair styling tools (23%), personal trimmers (23%) and hair clippers (21%). Respondents could select all that applied.
As for home health care items, respondents are most likely to purchase electric toothbrushes/plaque removers (31%). Those are followed by sanitizers (30%), facial/skincare appliances (29%), bath scales (24%), massagers (20%), and fitness trackers and blood pressure monitors (both 19%).
In addition to the tangible physical benefits of many of these items, there’s definitely intangible benefits as well. More and more consumers are recognizing the mental health benefits of self-care and the comfort that rituals such as at-home skincare and massages offer.
Product Ideas
Products like body massagers and sanitizers are sure to resonate with consumers focused on wellness and self-care. But a few non-traditional or unique home-based products include:
• Mini Cosmetic Fridge by InnovaGoods – Perfect for keeping all those new beauty purchases cool (as recommended) and handy in your bedroom or bathroom
• Empower Sleep Aid – Ultra plush sleep mask with integrated speakers connected via Bluetooth so you alone can enjoy calming music, nature sounds or white noise
• Prospera Smart Facial Cleansing Massager – A light and easy-to-use tool that cleanses skin, improves blood circulation and smooths wrinkles
• Collapsible Foot Spa from Estelle Beauty – Low profile model allows you to treat yourself to a soothing foot massage or soak anywhere in your home
The HomePage News 2023 Consumer Outlook Survey includes data on consumer purchase intent, factors most affecting purchases, product features and mode of shopping for 18 home and housewares categories, including personal care.
