Mapping the
Home + Housewares
Opportunity
Mapping the
Home + Housewares
Opportunity
This first installment of the 2026 IHA State of the Industry — MarketScope — provides a look at the size of the U.S. retail housewares business, with data on market and primary category sizes and exclusive insights from leading industry market research analytics company Circana.
The report specifies 2025 sales for the total small domestic appliance and housewares market, measured using Circana’s “Checkout” consumer-tracking methodology. It also breaks down small appliances, including sales by kitchen, personal care and home environment electrics; and non-electric housewares, including sales by cookware/bakeware, kitchen tools and gadgets, tabletop and home organization/cleaning. A listing of specific categories tracked under each classification is also presented.
The report also indicates year-over-year percent sales gains or declines — 2025 vs. 2024 — for each of the classifications tracked. Joe Derochowski, Circana’s vice president and senior home analyst, provides insights on the metrics presented in this report. He noted that percent gain/decline data points are among the most compelling research findings for industry and retail executives across the home and housewares business landscape.
In addition, the MarketScope report presents data on the share of 2025 housewares retail sales by retail channel, including a breakdown of the overall business by online and physical store sales.
The 2026 IHA State of the Industry Report will continue in June with MarketOutlook, in-depth analysis of research on consumer housewares purchase expectations; and in July with MarketWatch, exclusive data and insights covering key lifestyle factors driving housewares growth opportunities.
At-Home Trends, Replacement Demand Sustain Growth Pockets
The U.S. home industry — the small domestic appliance and housewares retail market, as tracked and analyzed by Circana for the IHA State of the Industry report — declined by 0.5% over the past year. However, Derochowski pointed out that there were some growth areas related to (1) consumers eating at home, (2) consumers entertaining at home, (3) high-frequency-use products hitting the replacement phase, (4) changes in weather patterns, (5) and new product innovation. While innovation was often rewarded, Circana saw a decline in the number of new items in 2025, Derochowski said.
2025 Retail Housewares Sales*
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Source: Circana/Checkout/12 months ending December 2025 vs. prior year
*Scroll to bottom of report to view lists of specific product types tracked within the Small Appliances and Housewares segments.
Small Appliances
Personal care was down 1%, but growth was seen in health- and convenience-oriented categories, such as oral care, hair care and men’s grooming.
Home Comfort + Water Filtration grew by 2% year over year as changes in weather patterns created a greater need for products to help people stay cool and breathe cleaner air.
Floorcare declined by 1%, with stick vacuums, hand-held specialty cleaning and workshop vacuums among the bright spots as consumers looked to replace some of these products, seek help with weather-related events and embrace innovations.
Total Kitchen Electrics grew by 4% as consumers ate and entertained more at home. Growth was led by air fryers, espresso makers, ice shavers/snow cone makers, and stand mixers.
Housewares
Cookware/Bakeware grew by 4%, with bakeware leading the category as consumers baked more at home.
Gadgets/Cutlery grew by 2% as consumers continued to focus on eating at home, including a greater emphasis on protein.
Tabletop saw a 5% decline in dollars as consumers focused on other parts of the kitchen.
Kitchen/Laundry Organization and Cleaning saw a 10% decline in 2025. However, sinkware cleaning tools saw growth.
All Other Housewares declined by 5%, but food storage and kettles saw growth as people continue to increase their consumption of leftovers, entertain more often and drink more tea.
Broader Housewares Channel Mix Signals Small Appliance Growth Opportunity
The channel profiles for Total Small Appliances differ from those of Total Housewares. While the top two (E-Commerce and Mass Merchant) are the same and six of the top 10 are similar for each grouping, there is more diversification within Total Housewares, including Dollar Stores, Sporting Goods and Home Specialty.
The Total Small Appliances top 10, meanwhile, includes Electronics, Drug Store and TV Shopping. At the same time, the Housewares channel share breakdown could reveal growth opportunities for Small Appliances in Off Price, Dollar Stores, Sporting Goods and Home Specialty.
2025 Retail Housewares Sales by Channel
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**Notes: Department Store includes National Chain; E-Commerce = Pureplay Retail and DTC Brands
Source: Circana/Checkout/12 months ending December 2025 vs. prior year
*Product Types Tracked
Personal Care
Segment Categories
- Curling Irons/Stylers
- Hair Removal Replacement Parts
- Garment Care
- Hairdryers
- Hairsetters
- Heating Pads
- Home Hair Clippers
- IPL
- Lighted Mirrors
- Massaging Appliances
- Men’s Electric Shavers
- Men’s Trimmers
- Oral Care Appliances
- Oral Care Replacement Parts
- Scales
- Women’s Grooming
Home Comfort
Segment categories
- Air Purifiers
- Air Purifier Filters
- Air Purifier Pre-Filters
- Dehumidifiers
- Electric Diffusers
- Fans
- Heaters
- Humidifiers
- Room Air Conditioners
- Vaporizers
- Water Filtration Devices
- Water Filtration Replacement Filters
Total Kitchen Electrics
Segment Categories
Blending/Processing/Mixing
- Combo Hand/Stand Mixers
- Hand Blenders
- Hand Mixers
- Kitchen Systems
- Other Blending & Processing
- Single-Serve Blending & Processing
- Specialty Drink Makers
- Stand Mixers
- Stand Mixer Attachments
- Traditional Blenders
- Traditional Choppers
- Traditional Food Processors
Coffee/Espresso
- Coffee Grinders
- Coffee Percolators
- Coffeemakers
- Cold Brewers
- Espresso Makers
- Frothers
- Moka Pots
- Non-Electric Coffee Presses
- Non-Electric Pour Overs
- Single-Serve Brewing Systems
Heating Appliances
- Air Fryers
- Countertop Microwave Ovens
- Electric Griddles
- Electric Grills
- Electric Pressure Cookers
- Electric Skillets/Woks
- Food Steamers
- Fryers
- Multi-Cookers
- Other Cookers
- Other Electric Grills/Griddles
- Other Waffle/Sandwich/Treat Makers
- Rice Cookers
- Roaster Ovens
- Sandwich Makers
- Slow Cookers
- Sous Vides
- Toasters
- Toaster Ovens
- Waffle Iron
All Other Kitchen Electrics
- Beer & Cocktail Makers
- Bottles/Carafes
- Breadmakers
- Carbonators
- Chocolate Fountains
- Citrus Juicers
- Compact Refrigerators
- Kitchen Composters
- Electric Can Openers
- Electric Kettles
- Electric Knives
- Electric Pasta Makers
- Fondue Sets
- Food Dehydrators
- Food Vacuum Sealer Bags & Rolls
- Hot Plates
- Ice Cream/Yogurt Makers
- Ice Shavers/Snow Cone Makers
- Jar Openers
- Juice Extractors
- Meat Grinders/Mincers
- Mixes/Syrups
- Specialty Ovens
- Popcorn Makers
- Soda Machines
- Tea Makers
- Vacuum Sealers
Floorcare
Segment Categories
- Bare Floor Cleaners
- Canister Vacuums
- Deep Carpet Cleaners
- Electric Carpet Sweepers
- Handheld Specialty Cleaning
- Hand Vacuums
- Non-Electric Carpet Sweepers
- Robotic Vacuums
- Stick Vacuums
- Upright Vacuums
- Workshop Vacuums
Cookware/Bakeware
Segment categories
- Cookware
- Non-Metal Bakeware
- Metal Bakeware
Gadgets/Cutlery
Segment categories
- Cutlery
- Cooking Gadgets
- Entertaining Gadgets
- Preparation Gadgets
- Serving Gadgets
- Specialty Gadgets
Tabletop
Segment categories
- Beverageware
- Dinnerware
- Flatware
- Serveware
All Other Housewares
Segment categories
- Crystal Giftware
- Food Preservation
- Food Storage
- Kettles
- Portable Beverageware