COVID-​19 is driving consumers to stock up on quarantine items they consider essential, but not all of it is what you think.

"According to weekly retail tracking data from The NPD Group, a leading global information company, sales of home environment products like water filtration devices and air purifiers drove more than half of the small appliance incremental dollar growth as consumers increased their focus on survival needs and healthy home living during the COVID-​19 crisis," said NPD.

NPD reported that top small appliance categories that have been on the rise include water filtration devices and their replacement filters, soda machines, handheld cleaning appliances, air purifiers, vacuum sealers, breadmakers, electric skillets, pasta makers, juicers, rice cookers and waffle irons. 

Consumers want to stock up on appliances that will help keep them safe and self-​sufficient in times of uncertainty.

Retailers can promote their selection of these products through the media that are keeping consumers entertained in their homes. According to AudienceSCAN research, 59.1% of Doomsday Preppers watch a minimum of three hours TV every single day.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on appliance stores and department stores, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.