AIMsights Group Identifies Products for Changing American Family

The AIMsights Group explored the aisles of the 2015 International Home + Housewares Show to identify the Top 10 Products for the Changing American Family.

“As the American family changes, the old marketing models no longer work,” said Marsha Everton, a principal with The AIMsights Group. “Marketing strategy must now be defined in the context of the consumer’s individual household and new multi-generational ecosystem. 

“As millennials form independent households, they are challenging the old models of what defines a family. The definitions of home and family have changed. Marketing to the new family for the new home must also change.”

“There were roughly 23 million married couples with children in 1960, the so-called ‘ideal’ family,” added Whitney Ryan, AIMsights millennial associate. “We saw the same number of these types of families in 2010. This statistic is staggering because in the 50-plus years since 1960, the number of households in the U.S. has doubled, but the number of married households with children has remained basically the same. 

“All the growth in the number of households has been in other types of households. The traditional ‘married couple with children’ families are still important, but marketing strategies need to reflect that 99 percent of the growth has been in other household types,” she said.

“The largest growth segments,” added Everton, “are one- and two-person households. These are not lonely households. They are single or childless by choice, and are very intentional with their decisions. That sense of choice extends to their physical homes and the products within them. Each product must earn its place in this home, so quintessential products have the greatest appeal.”

The 2015 Top 10 Products for the Changing American Family (in alphabetical order) are:

Blendtec Classic 575 Blender

Dash Rapid Egg Cooker 

Fortessa Plaza Dinnerware

Holstein Housewares Dog Treat Baker

Joseph Joseph Extend Dish Rack 

Lodge 10.25” Skillet 

OXO GreenSaver Produce Keeper

Salter (by Taylor Precision) High Capacity Touchless Tare Scale

Swiss Diamond Nonstick Double Burner Griddle Pan 

Trudeau Bamboo & Melamine Mixing Bowls 

AIMsights is an international marketing consulting company with in-depth expertise in the purchasing and shopping behaviors of millennials, Gen X and baby boomers. The company analyzes these generations and how they influence each other through an integrated approach customized for the housewares, home furnishings, retail, and other industries. 

Gleaned from long-standing experience working with leading consumer brands, the AIMsights approach encompasses research and analysis; marketing insights and action plans based on this research; and exclusive business tools, developed to profitably target specific markets and increase competitive edge. AIMsights’ U.S. office is in Pennsylvania, with affiliate offices in Tokyo, Frankfurt, Delhi and Shanghai.