product, instead of two), saved precious kitchen storage space,
and can now make both mashed potatoes and milkshakes with
the same appliance. Happiness.
The American Home: Five Trends You Can’t Ignore
38
Four: Hispanic influence should influence you. Latinos are
the fastest-growing consumer market in the nation. Hispanics are
expected to make up over 40 percent of new home buyers in the
next 20 years. Grocery store aisles are full of specialty Hispanic
foods. I live by one of the largest pick-your-own farms in New
Jersey. They now plant crops especially for different ethnic groups
– so they can have the native vegetables and herbs they need to
make their favorite meals. This strategy has been so successful,
the farm no longer needs to distribute its crops – it’s entirely
supported by pick-your-own customers, who sometimes come by
the busload. Are you carrying the right products for this market?
Do you have the product assortment to support this trend? Note
the craze in ethnic foods goes beyond ethnic groups and has become relevant to the wider population of Americans. A look at the
restaurants in any American city or town, or a look at the shows
on the Food Network or the Cooking Channel is telling … Americans
are interested in ethnic food and ethnic cooking. Interestingly, this
has also impacted home décor trends and color trends. Nearly
all color forecasters report a color group that is driven by these
cultural influences.
Five: Last but not least, what completes the American
home? Man’s best friend. Spending on pets has been on a
significant rise over the last decade and continues to gain momentum. According to the 2011-2012 APPA National Pet Owners
Survey, 62 percent of U.S. households own a pet, which equates
to 72.9 million homes. This is a market rise in pet ownership
from the 56 percent found in 1988. For 2011, it is estimated
that $50.84 billion will be spent on our pets in the United States.
Pets have become the children of the 21st century. There are
pet clothing stores, pet barkaries (bakeries), pet furniture/
bedding, pet insurance and specialty pet foods. Companies like
Paul Mitchell, Omaha Steaks, Origins, Harley Davidson and
Old Navy are now offering lines of pet products ranging
from dog shampoo, pet attire and name-brand toys to
gourmet treats and food. Importantly, this market not
only consists of products for pets, but pet-inspired
products for homeowners, too. Images of cats
and dogs can be found on everything from
tableware and brooms to pillows, blankets,
candles, wall décor, and hardware. What
dog-inspired or cat-inspired indulgences can
you offer your customers? Pet-themed products
offer a great way to “connect” with your customers … which is what good marketing is all about.
Janine Finkle is vice president of market intelligence for Design Research Reports, Inc. Finkle is
a veteran at improving products and brands via
comprehensive market analysis coupled with a
deep understanding of the American consumer.
Prior to her role at Design Research, Finkle was
director of strategic research at Lenox, Inc. She
may be contacted at
Janine@designres.com.
Design Research is a strategic knowledge
provider focused on improving profitability
and reducing risk for its clients via the
highest-quality insights and analytics.
The company specializes in the markets
related to the American home (furnishings,
décor, tabletop, housewares, etc.) as well
as the bridal and luxury markets. Design
Research operates syndicated research
programs that track design trends in the
home (Assortment Styler™) and trends
in bridal registrations (Bridal Monitor™).
Contact:
Rick@designres.com;
www.designres.com.
