The NPD Group Reports on 2010 Housewares Sales

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Kitchen Categories Help Drive a Rebound Movement

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The kitchen categories seem to be a bit more resilent than the tabletop categories.

According to The NPD Group, Inc., a leading market research company, the housewares industry saw a slight up-tick in sales in 2010, after 11 percent declines in 2009. While it was another challenging year for this industry, cookware, bakeware, and cutlery dollar sales each grew between four and five percent in 2010, driving the overall industry into positive territory.

Within tabletop, the bright spot was in casual and value-based items, a trend that has been building for a number of years. The combined, quality casual* and housewares dinnerware** segments accounted for 83 percent of the market in 2010, up from 78 percent in 2007. Dinnerware sets made up 52 percent of sales for the year, up from 46 percent in 2007.

*Quality Casual Dinnerware: Porcelain and Bone China without a metal accent band, Stoneware, Earthenware, and Crystal for a specified brand listing.

**Housewares Dinnerware: Glass, Tempered Glass, Glass Ceramic, and Plastic Dinnerware, Stoneware and Earthenware for brands not included in Quality Casual.

Click on the YouTube video to see what NPD's Kathleen Cella, Director for the Home industry has to say about this year's results.

About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us, visit, or follow us Twitter at

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Dora Brunette
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