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NPD: Home textiles experienced double-digit growth

Key trends expected to continue through much of 2021

Port Washington, N.Y. – NPD Group’s industry advisor for home expects another strong year of sales for the category.

In a recent blog post, Joe Derochowski – who is also VP for home – said that home textiles dollar sales grew 13% over the first 11 months of 2020. Kitchen and bath products generated 31% sales growth through November. Home improvement was up 23% during the same period. For the full year, small appliances dollar sales jumped 25% and housewares 23%.

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“Consumers’ needs changed in 2020, and will continue to alter throughout this year,” he wrote, “opening the door to new opportunities in the finishing touches that come from complementary categories like home textiles, housewares and appliances.”

Creating safe living environments continues to be important, “whether on the floor or in the air,” and greater interest in do-it-yourself home improvement projects has helped boost the kitchen and bathroom categories.

At the same time, home products developers will need to adjust as consumers eventually resume travel and return to in-person work and schooling, Derochowski cautioned. The needs of the consumer may look very different in the latter half of the year, he added.

“There are also elements of life in 2020 that will remain longer-term – working from home more than before, increased pet ownership, the movement to suburbs, more in-home space demands, etc.,” he concluded. “Ultimately, home products will always be relevant, but the way consumers use them will continue to change.”

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