The categories expected to drive growth in 2026 include…
Despite the challenging economic environment, consumers are still looking for ways to improve their daily lives at home — and are also looking for ways to inject connection, joy and wellness.
That’s according to Joe Derochowski, Circana home industry advisor, who addressed the topic in his keynote session at The Inspired Home Show 2026 in Chicago. He said that “proactive disruption” will be the key to brand growth in 2026
“We need to lead the consumer... with new products and marketing,” he said. “If we want to grow, we have to innovate. Not just for innovation’s sake, but to solve pain points. We have to listen and observe.”
Derochowski reveled the categories that experienced the most growth in units in 2025 — and are expected to continue to drive growth in 2026.
These include include:
•Essentials: food and beverages;
•Casualization: outerwear, bottoms;
•Joy: arts & crafts, building sets, exploratory, outdoor toys;
•Health & Wellness: performance footwear, cardio machines, weights, yoga, beauty; and
•Social-Inspired: fragrances, hair products, makeup.
While Circana is predicting that home and housewares spending and units sold will be slightly down in 2026, Derochowski said he sees growth in 2027 and beyond.
Some of the drivers of this growth include:
•Population aging in the next ten years, and the corresponding life milestones. One of the largest areas for opportunity is among retirees, who have more disposable income, and will be upsizing, downsizing, traveling or staying home more, depending on their income and health.
•More smart home devices. Currently 14% of consumers own a smart kitchen device and 34% are interested in them.
•Purchases during major sporting events. With events like the World Cup and Olympics, consumers move from inspiration to purchase without leaving the experience while watching, so sponsorships and advertising during these events can matter.
•Return to office. As more people return to work away from home, they will be looking for solutions to carry meals to and from work, and more convenient ways to cook at home.