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

Kristin Hornberger

Executive Vice President and Practice Leader Wellness, Beauty, and Homecare

Expert Bio

“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:

Assess Key Market Trends

Improve Business Planning

Develop Effective Promotion Strategies

Prepare New Product Innovations

INDUSTRY RANKING

Data Spotlight

Home Category Sales: Portable Beverageware Takes the Lead, Bakeware Drops in Rank

Portable Beverageware rose to the top spot, overtaking Cookware, which fell to rank 2. Bakeware experienced a notable drop, moving from rank 4 to rank 6 and declining by -10.0%. Beverageware climbed two ranks to 4, with sales up 8.4%. The top three leaders are Portable Beverageware, Cookware, and Food Storage. Most other categories maintained their previous ranks, with Other Cooking Gadgets seeing a substantial decline of -16.8%.

Source: Circana, Liquid AI™,

December, 2025

Data Source:

Point of Sale (POS) Data

See Industry Rankings

Industry Ranking

Get the latest rankings, measurements and insights, powered by Liquid AI™

27 Feb 2026

Insights in Action

How Do You Make Your Brand and Products Stand Out in Saturated Markets?

Market saturation is complex and rarely defined by a single metric. While a category might appear full based on the number of SKUs, consumer demand may still outpace supply in specific segments.

Industry Posts

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 probiotic formula resonating with your target audience?

With Circana, you get the clarity you need to make confident, growth-driven decisions.