The latest State of the Industry report from the International Housewares Association (IHA) reveals that US consumers are carefully juggling competing priorities of time, money and wellness when it comes to home and housewares purchases.

The MarketWatch report, the third and final instalment of the IHA’s 2025 industry overview, offers exclusive insight into consumer behaviour, values and lifestyle preferences. Released on IHA’s content platform HomePageNews.com, it provides a detailed analysis of trends that are set to shape product development, marketing and retail strategy in the months ahead.

“To succeed in today’s quickly changing marketplace, it’s important to look beyond price and evaluate the values and goals behind consumer spending,” said Derek Miller, IHA president and CEO. “MarketWatch contains a wealth of exclusive consumer insights and provides analysis to help guide home and housewares product development, marketing and merchandising in the year ahead.”

Key insights include:

  • Cooking at home is on the rise, with 58% of consumers planning to do so more often over the next year – just 1% intend to cook less. Lower costs (61%) and healthier eating (59%) are the primary motivators.

  • Time constraints remain a challenge. The top household frustrations were after-meal clean-up (51%) and daily meal preparation (49%). Millennials (57%) and Gen X (55%) felt the strain most, compared to just 32% of Boomers.

  • Trust tops the list of purchasing drivers, cited by 67% of respondents. Brand (57%) and quality (53%) also scored highly, while price and promotions followed with 48%.

  • Wellness remains a strong aspiration, with 51% of consumers focused on increasing physical activity. Nutrition (47%), weight management (46%), better sleep (45%) and stress management (43%) were also key goals.

  • Ease of use is paramount when selecting housewares, chosen by 57% of respondents as the most important feature. Multi-functionality (39%) and strong warranties or support (38%) also influence buying decisions.

The MarketWatch report is divided into five sections:

  • Meals and Making: Balancing Cost and Consciousness

  • Decision Drivers: The Informed (and Influenced) Modern Consumer

  • Truth and Transparency: Expectations Expand as Responsibility Continues to Influence Intent

  • The Work of Wellbeing: Intersections of Obstacle and Opportunity

  • Trouble with Tasks: Frustration Directs Functions and Features

Robust Research Methodology

The insights come from two major surveys conducted by Springboard Futures, in collaboration with Project Partners Network, and curated by Springboard founder Tom Mirabile. The research covered a broad cross-section of U.S. consumers aged 18–78 and focused on those with primary household purchasing responsibilities.

The Value Equation Index survey examined how consumers define and assess value when shopping for housewares, while the Home & Living Survey focused on in-home cooking and lifestyle behaviours.

Final Piece in the 2025 Report Trilogy

MarketWatch follows May’s MarketScope, which provided market sales data and retail channel insights, and June’s MarketOutlook, which explored consumer purchase intent and key product features driving buying decisions. Together, the three reports make up IHA’s comprehensive 2025 State of the Industry report.

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