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This Perspective uncovers how seasonal household categories—like dishwasher detergent, napkins, aluminum foil, and wax paper experience steep post‑holiday declines because consumers see them as “occasion‑based” rather than everyday necessities.
As consumers look for versatility and relevance throughout the year, brands must reposition these categories by demonstrating new, practical, and more frequent usage occasions to spark consistent growth.
Why it matters
Seasonality-driven sales patterns indicate missed revenue opportunities; without reframing everyday value, categories will continue to rely on short‑lived holiday spikes rather than sustainable year‑round performance.
Consumers need to see everyday value
Many household categories aren’t used to their full potential because consumers lack awareness of their broader, non‑holiday applications
Seasonal categories face steep decline outside of peek windows
Items like aluminum foil and wax paper surge during year‑end gatherings but drop sharply afterward.
Repositioning is essential for long-term growth
Unlocking incremental sales requires showing consumers new ways to use these products.
CPG leaders who understand these shifts early gain a competitive edge.
Discuss what this means for your business
Insights From NIQ Thought Leaders
Our market and consumer experts unpack the data behind the Perspective-highlighting what’s changing, why it matters, and where companies should focus next.
“Seasonal household essentials such as wax paper, aluminum foil, dishwasher detergent, and napkins reliably surge in demand during the holiday season, when cooking, baking, entertaining, and large gatherings peak. Outside these windows, many of these categories experience steep declines in sales, signaling that consumers view them as “occasion-based” rather than year-round necessities.”
–Darren Seifer
Vice President, Home Family & Baby Thought Leader
Why Meet With NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
