Home and housewares products remain among the categories with the highest purchase intent among U.S. consumers. That is one of the findings of the 2026 MarketOutlook, a report from the International Housewares Association (IHA) featuring exclusive Morning Consult data on the products consumers expect to purchase over the next 12 months.
According to the study, at least half of respondents said they were “very likely” or “somewhat likely” to purchase products in a majority of the main housewares categories. The result highlights the continued relevance of these products in general merchandise retail, even as consumers reassess and prioritize their spending.
Categories connected to health and wellness rank among those with the strongest purchase intent. Cleaning tools came first, with 67% of consumers saying they were very or somewhat likely to purchase these products. Home health care products followed at 65%, while grooming and beauty ranked third, at 60%.
The survey notes that younger generations increasingly associate grooming and beauty with self-care and mental wellness. Overall, purchase intent is higher among adults aged 18 to 44 than among consumers aged 45 and older.
Replacement remains the main purchase driver
The need to replace an old or broken product is the top purchase motivation across all categories analyzed in the report. The finding comes as consumers pay closer attention to where they allocate their budgets and indicates that replacement continues to be a key demand driver for home and housewares products.
Consumers’ willingness to pay more, however, varies by category. The segments with the highest levels of willingness to spend more include outdoor living, at 66%; luggage and travel accessories, at 64%; home environment products, also at 64%; floor care electrics, at 63%; and kitchen electrics, also at 63%.
The report also details the attributes that can influence consumers’ willingness to pay a premium. Among kitchen electrics, a preferred brand is the leading factor, cited by 75% of consumers. It is followed by non-stick surfaces on parts requiring cleaning, at 71%; Made in the USA status, at 70%; lower energy consumption, at 69%; stainless steel finishes, also at 69%; and a longer warranty, at 68%.
Functionality shapes home product purchases
In the cookware category, replacing an aging or broken product is also the primary reason for a new purchase, cited by 40% of respondents. At the same time, the prospect of new features is a relevant factor for another 23%, one of the highest rates among the kitchen categories analyzed.
In storage and organization, food storage products lead purchase plans, with 40% of consumers indicating an intention to buy them. Closet organizers follow at 38%, while hampers and laundry baskets account for 35%. Storage totes and kitchen or pantry organizers each register 29%.
In cleaning, convenience remains an important consideration. Despite the growth of environmentally friendly materials, 40% of consumers said they plan to purchase cleaning tools with disposable cloths.
MarketOutlook is the second installment of IHA’s 2026 State of the Industry report. The broader study examines the U.S. home and housewares market, including sales volume by category, retail channel shares, consumer purchase intent and the factors influencing purchasing behavior.
