The home and leisure market has changed a lot over the past five years, especially because of the COVID-19 pandemic. This blog post looks at how search trends have changed in this market and what might happen next.
Pandemic Impact
The COVID-19 pandemic had a big effect on the home and leisure market. With people spending more time at home due to lockdowns, there was a big increase in the demand for home improvement, leisure activities, and wellness products. This situation changed how people searched online, with a new focus on making home life better and taking care of personal health.
Health and Wellness Focus
One of the biggest trends during and after the pandemic has been the interest in health and wellness. People are looking for products that help with physical and mental health. This trend is clear in the growing number of searches for things like cold plunges, saunas, and other wellness products.
- Cold Plunge: More people are searching for cold plunge tubs and related items because they help with circulation, muscle recovery, and mental clarity.
- Saunas: Home saunas have become popular for relaxation and health benefits like detoxification and stress relief.
- Health and Wellness: Overall, the health and wellness category has seen more interest, with people searching for yoga mats, home gym equipment, and nutritional supplements.
Google Trends: 2020-07 to 2024-07
Note: Google Trends shows how popular a search term is, using a score from 0 to 100. This score compares the term’s popularity to all other searches at a specific time and place. The data comes from a random sample of real searches and is adjusted to show trends over time:
- 100: Most popular
- 50: Half as popular as the most popular
- 25: One-quarter as popular as the most popular
- 0: Not enough data or no searches
Home Improvement Shifts
The pandemic caused a boom in home improvement projects, but interest in different areas has changed over time.
- Interior Design: More people are interested in interior design to create comfortable and stylish homes. This includes DIY home decor projects and professional design services.
- HVAC: There is more demand for HVAC systems because people are more aware of air quality and want better home climate control. There have also been some record-breaking heat waves more recently.
Google Trends: 2020-07 to 2024-07
Note: Google Trends shows how popular a search term is, using a score from 0 to 100. This score compares the term’s popularity to all other searches at a specific time and place. The data comes from a random sample of real searches and is adjusted to show trends over time.
Outdoor Living
Outdoor living products became very popular during the pandemic as people wanted to use their outdoor spaces more. This includes items like swim spas, hot tubs, and outdoor kitchens.
- Pools, Swim Spas, and Hot Tubs: While the pandemic spike has gone down, interest is still higher than before the pandemic. These products offer both leisure and health benefits.
- Outdoor Kitchens: The trend of outdoor cooking and dining continues, with searches for outdoor kitchens remaining higher than before the pandemic.
Google Trends: 2020-07 to 2024-07
Note: Google Trends shows how popular a search term is, using a score from 0 to 100. This score compares the term’s popularity to all other searches at a specific time and place. The data comes from a random sample of real searches and is adjusted to show trends over time.
Categories on the Decline
Not all home and leisure categories have stayed popular. Some have dropped back to or even below their 2019 levels.
- Flooring: The big rush for home renovation during the pandemic has slowed, leading to fewer searches for flooring.
- Kitchen and Bath: Like flooring, kitchen and bath categories have seen a drop as major renovation projects decrease.
- Furniture: The need to furnish home offices and living spaces has lessened, leading to fewer searches for furniture.
- Home Automation: Interest in home automation peaked during the pandemic but has since decreased, maybe because of market saturation and economic factors.
- RVs: People were very interested in RVs as a safe travel option during the pandemic, but searches have dropped a lot, showing a return to traditional travel.
Google Trends: 2020-07 to 2024-07
Note: Google Trends shows how popular a search term is, using a score from 0 to 100. This score compares the term’s popularity to all other searches at a specific time and place. The data comes from a random sample of real searches and is adjusted to show trends over time.
Stable and Peaking Categories
Some categories have stayed stable or peaked temporarily. These include doors and windows, which have shown consistent interest, and landscaping, which peaked in 2023 but has since stabilized.
- Doors and Windows: The demand for these important home improvement items has stayed steady, showing ongoing maintenance and upgrade needs.
- Landscaping: Searches for landscaping peaked in 2023 as people wanted to improve their outdoor spaces. While interest has stabilized, it remains higher than in previous years.
Google Trends: 2020-07 to 2024-07
Note: Google Trends shows how popular a search term is, using a score from 0 to 100. This score compares the term’s popularity to all other searches at a specific time and place. The data comes from a random sample of real searches and is adjusted to show trends over time.
General Conclusions
The search trends in the home and leisure market over the past five years show several key points:
- Pandemic Impact: The pandemic greatly changed consumer behavior, leading to higher demand for home and leisure products as people adapted to spending more time at home.
- Health and Wellness Focus: There is a growing and lasting interest in health and wellness, with products like cold plunges and saunas staying popular.
- Home Improvement Shifts: Post-pandemic trends in home improvement show different levels of interest, with some categories stabilizing while others decline.
- Outdoor Living: Interest in outdoor living products has stayed higher than pre-pandemic levels, showing a lasting change in consumer priorities.
As we move into 2024, these trends give valuable insights for businesses and consumers. Understanding these changes can help businesses offer products that meet new consumer needs, and help consumers make smart decisions about their home and leisure investments.
