No longer an isolated goal or simple task, wellness is an evolving trend making a big impact on what consumers want for their homes in 2025. Retailers and suppliers looking for clarity on what to prioritize in the near term are wise to emphasize products that help shoppers nurture their bodies, hearts and minds at home.
IHA Consumer Survey Results
New data from MarketOutlook—the second installment in the International Housewares Association’s 2025 State of the Industry Report—emphasizes the elevated role of wellness… and the significant impact it’s having on consumers’ home lives. Of the survey’s 15 categories, the top three respondents said they’re “very likely” to buy from in 2025 are home health care (34%), cleaning tools (33%) and personal care (32%).
Products with the highest purchase intent for 2025 include air purifiers (No. 1 in home environment at 45%), steam cleaners (No. 1 in floor care electrics at 33%) and electric toothbrushes/plaque removers (No. 1 in home health care at 36%). In the personal care category, men’s grooming is highlighted as an area to watch and men’s shavers is the top product (36%).
The Wellness Home
The evolution of the wellness trend is also featured in World of Wellness—the latest portfolio in the HomePage News InSight Trend Index 2024/25.
“Wellness is no longer simply a task; it has become an aspirational, essential element of modern living,” say Index creators Tom Mirabile and Dawn Evans. “This evolution has given rise to the ‘Wellness Home’—a living space designed not just to shelter, but to actively enhance the physical, emotional and nutritional health of its residents.”
What’s more, “The market’s enthusiasm for wellness has been significant across various sectors, suggesting a broad opportunity that goes beyond the obvious categories,” says Michelle Lamb, founder and editorial director of The Trend Curve™.
Retailer Tips
Retailers looking to connect with consumers in the coming year are wise to look at wellness through this new and broader lens.
“However, it’s important to note that consumers interested in wellness often value authenticity,” adds Lamb. “Therefore, brands must ensure that any connection to wellness is genuine, as a forced or insincere approach could negatively impact them.”
To inspire shoppers, consider enhancing assortments with some of the newest product innovations. That may include items like the Shelfy by VITESY—a smart device that doubles the life of fresh food in refrigerators—or the Verta Nature Inspired Air Purifier & Self-Watering Planter by URBIE Inc.
You may want to also add (and market and merchandise) some of the latest creative products designed to help shoppers bring popular wellness and self-care treatments to their homes. (Just a few ideas: Zadro’s Personal Oxygen Bar with Aromatherapy or PROSPERA’s Hot Mist Nano Facial Steamer.)
A wide range of products to help shoppers enhance their physical, emotional and nutritional health at home can be found in World of Wellness—Portfolio 9 in the HomePage News InSight Trend Index 2024/25.