Millennials and Baby Boomers Drive Home Industry Growth

The home-​related categories and consumer segments that drove the most growth in 2015 all point to an evolution toward more lifestyle based purchase decisions, and show less emphasis on newness and innovation, according to global information company The NPD Group.

The two largest generations are entering new life stages, and the focus they both have on the basics of their new lifestyles is having a tangible effect on the home industry,” said Lora Morsovillo, president of NPD’s home division. “The Millennials are starting homes of their own and Boomers are creating a new type of home for themselves as they become empty-​nesters and enter retirement."

AudienceSCAN found that 12.8% of U.S. adults intend to buy vacuum cleaners (or vacuum cleaner repair) in the next 12 months. Consumers between the ages of 25 and 34, members of the Millennial generation, contributed 61 percent of small appliance dollar sales gains in 2015. Older generations, specifically consumers 55 and up, accounted for 61 percent of the dollar gains in non-​electric housewares categories last year, and 66 percent of the home textiles growth. 22.4% of Vacuum Cleaner Shoppers are millennials, according to AudienceSCAN. And 13.2% of shoppers are aged 55 to 64.

Sales of small appliances, non-​electric housewares, and home textiles each grew 2 percent in 2015, compared to 2014, reaching a combined total of $50.9 billion. Within each of these industries, the categories that contributed the most dollar growth demonstrated the consumer emphasis on fundamental needs, rather than the aspirational trend of recent years.

Vacuums are in the fundamental needs category for the 46% of shoppers who rent their dwellings, AudienceSCAN reports. And 18.6% of Vacuum Shoppers set personal goals to move into new apartments this year, so they might be looking to upgrade their older vacs.

"When it comes to the essentials, personal health and wellness are high on the list and they apply to each of the home categories that drove the most growth in 2015, from cooking and cleaning to sleeping and hydrating on-​the-​go,” added Morsovillo. “Millennials, as a group, have a higher level of awareness into their personal well-​being than recent generations, and Boomers are becoming more mindful as they age. At this moment, in order to appeal to these key consumer segments marketers of home-​related products need to keep the basics in mind."

Your vacuum retailers can reach shoppers via sponsored search results (like on Google, Yahoo or Bing) because 39% of Vacuum Shoppers took action based on those ads in the past 30 days, according to AudienceSCAN. AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.