Changing life styles influence housewares sales

T gu HousEwARES cusromer

I is changing. As more than half of the women in the U.S. work, with 6090 ofthe l8 to 35 agegroup holding jobs, buying habits are changing.

Men and women are frequently sharing household tasks. This trend plus the increase in single households and shared dwellings is turning the male into a housewares customer.

The demand for housewares which save time plus the influence of the male in the market may bring changes in the popularity of some products, but electric housewares still dominate, accounting for a third of the industry's total sales. Cook and bakeware at l09o is the second largest category of items actually involved in food preparation. Decorative accessories also claim l09o of the market.

Serving and buffet products and accessories which include dinnerware, cutlery and flatware as a category accounts for 890 of the housewares sales. Cleaning products and accessories rank at 7s/o as does furniture. Plastic ware and indoor products and accessories each account for 590. Kitchen tools and gadgets make up 390. Bath and closet accessories also average 390. All other sales in the housewares department account for the remaining 990.

In a breakdown of categories, cookware, classified as those items in which cooking takes place as opposed

Story at a Glance

Time saving electrical products dominate market. .food preparation equipment in second place...white first choice color in all categories.

to baking, accounts for 890 of the sales with baking items selling only 2t/0, reflecting changes in the national diet and the popularity of prepared foods. Closet accessories also account for a lesser volume than bath accessories in their shared category despite consumer interest in closet organization.

The male influence may account for white as the leading color at present in each of the five product categories. Primary colors such as blue, yellow and red also are more popular than in the past.

White bath accessories are favorites at 37t/o with blue close behind at 22u/0. Pastel shades share with beige at 9o/o; yellow sells at 890; almond and red, both 790. For closet accessories white is first with 47u/o; brown, l79o; almond,lls/o; blue, l19o; red, 9s/0.

White is the most popular outdoor products and accessories color at 3090. Yellow and red are each 23t/o; black, 169o; blue, ll9o; brown,99o; almond, 690.

White is the color of 3690 of the serving and buffet products and accessories sold. Red ranks at l89o; brown, l49o; yellow, l3s/o; blue, l29o; wood tones, l19o; almond, ll9o; black,890.

Kitchen appliances and accessory purchases are white 42t/o of the time with almond close at 4190. Brown is l09o; red and yellow, 9Vsi blue, 7v/0.

Color choices are expected to continue to be much the same altholrgh yellow may be more in demand for outdoor products and accessories. White is expected to increase its lead in closet accessories and kitchen appliances. Black, influenced by designer table trends, is gaining popularity in serving and buffet products and accessories, although it is anticipated to remain the least popular color choice.

also are good sellers in many stores.