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THE SINGLE SOURCE OF TRUTH FOR
Home
Economic pressures. Technological evolution. Consumers’ changing tastes. The home, housewares, and small appliance industries must make sense of it all — which is no small feat.
To help you understand the market landscape and competitive environment, we provide the broadest and deepest view of the home industry based on best-in-class point-of-sale and consumer data.
We also offer analytic solutions such as forecasting, segmentation, price and promotion evaluation, and more. Our industry analysts leverage these unmatched data assets to provide data-driven perspective as you navigate the complexities of a changing market landscape. Our deep data, industry expertise, and prescriptive analytics are available for the U.S., Mexico, and Canada.
Join more than 7,000 clients and partners worldwide
It all starts with
Home Industry Experts
“Consumer appetite for elevated experiences is increasing, and we’re seeing that manifest in homecare through a growth in scented products, from scented cleaning and laundry products to scented trash bags and even pet care.”
Drive Home Strategy with Precision Data
Circana’s insights go beyond the surface, giving you the tools to make smarter, data-driven decisions. Here’s how we help:
INDUSTRY RANKING
Data Spotlight
Top Home Product Categories Hold Steady; Notable Sales Surges in Bakeware &
Gadgets
The top three leaders remain unchanged: Portable Beverageware (#1, +8.4%), Cookware (#2, +11.1%), and Food Storage (#3, +9.6%).
Bakeware rose from #5 to #4, driven by a substantial +18.9% sales increase, while Dinnerware dropped to #5.
Other Cooking Gadgets jumped two spots to #8 with the highest growth at +29.7%. Home Utility Cleaning Tools fell from #8 to #10, the only category with a decline (-0.3%).
Source: Circana, Liquid AI™,
October, 2025
Data Source:
Point of Sale (POS) Data
8 Jan 2026
Insights in Action
Price changes and promotions certainly move the needle on sales for retailers and manufacturers, but such strategies impact the supply chain in various ways. To navigate shifts in demand and supply and avoid issues like inventory imbalances, stakeholders can take a strategic approach to data utilization.
Featured Solutions for Home Brands
Circana offers tailored solutions for every corner of the home industry, helping brands stay ahead in a competitive market.
Channel Performance
From e-commerce to brick-and-mortar, we show you where your products perform best and how to optimize your assortment for each channel.
Pricing and Promotions
We analyze how discounts and pricing strategies impact sales, ensuring you maximize revenue without eroding brand value.
Concept Testing
Before launching a new product, we help you gauge consumer interest and refine your offering. For instance, is your new serum’s hero ingredient resonating with your target audience?
With Circana, you get the clarity you need to make confident, growth-driven decisions.
Unsure where to begin? Browse our solutions
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