Well homebodies, another year is in the books. 2021 did not turn out to be the comeback year many of us had hoped for, with Covid woes lingering, and even coming out with yet another sequel no one asked for. Despite this, people have been getting on with a new kind of normal, and for this we can be thankful for two human capacities: resilience and optimism.
Some of the trends forced on us by the pandemic were clearly attractive to us on some levels, and as such, we are hanging on to them to some degree. Examples are less willingness to spend time in crowded public spaces, particularly offices, and more time in nature and at home with those closest and most important to us. A recent survey by McKinsey & Co. found that consumers intend to continue the investments they made in their home life post-pandemic. What McKinsey predicts is a "rebalancing" of the homebody economy. Below are a few trends where this can be seen:
- The Home Bakery
Millions embraced the opportunity to explore their inner baker to relieve stress, give children a positive activity to do as a family and put freshness on the table. Wholesome family fun and making good memories are wonderful benefits, in addition to teaching a potentially useful skill.
- Holistic Self-care
In a time of uncertainty, consumers are responding by taking charge of their own health. According to one recent national survey, 80% of adults said they intend to be more mindful about practicing self-care regularly after the pandemic
“People are no longer just taking pills to treat health problems. They’re taking much more proactive, preventive measures.” Marguerite Longo, Senior Director, Future of Self Care, Johnson & Johnson Consumer Health.
Men and women of all age ranges believe that self-care is an important part of making healthier lifestyle choices and many of them believe that self-care practices have an impact on their overall well-being.
They’ve started turning to the Internet to find alternative treatments, cost-effective solutions, and information that allow them to better meet their wellness needs on their own terms.
- Home Improvement
Not surprisingly, more time at home has spurred a wave of interest in improving, decorating and reorganizing our home spaces. “Now our house is part of our accessories, part of the message we convey to the world about who we are,” Liraz Cohen Mordechai, head of Fashionating by Liri.
Search trends revealed that searches for remodeling, kitchen remodeling, and general contractors for home improvement have more than doubled from 2020 to 2021. Additionally, home appliance searches have increased by 26% in the last 12 months.1
All forms of residential home improvement and their tangential markets won big in 2020, and the surge in remodeling activity is continuing to hold strong, despite product shortages and logistical challenges.
More than one-fourth (26%) of adult respondents reported that they had started a food garden because of the coronavirus pandemic.
During 2020, gardening-related sales increased by almost 19%, reports MarketPlace.
Gardening became a form of self-care during the coronavirus pandemic. Plants have a scientifically supported healing effect with gardening a few times a week being associated with higher levels of perceived well-being, lower stress and increased physical activity, reports Bustle.
For millennials — a generation already delaying major life milestones — plants offer an opportunity to nurture something yet require less attention, time and money than a pet or a child, reports HuffPost.
- Travel Hungry
The pent-up hunger for traveling abroad can be seen by the doubling of searches for terms like “all-inclusive resorts”, but an interesting aspect of this trend is also its expression in the form of food - people are seeking out recipes for traditional dishes from cuisines around the world: “Norwegian recipes saw a 120% increase in searches, while users discovered the Philippines thanks to “authentic” recipes (+35%) and Russia with “traditional” food (+3x). Africa is also a source of culinary trends, with traditional South African recipes (+150%) and traditional Arabic cuisine (2x).”