Household Essentials — Reinventing Everyday Products Through Social Listening and Market Research

Summary

When a household staple started losing relevance in a fast-changing market, RILA Global Consulting helped its manufacturer uncover a surprising truth: younger consumers didn’t just want functionality — they wanted inspiration. Through social listening, trend analysis, and in-depth shopper research, RILA transformed the product’s identity from a utilitarian tool into a lifestyle accessory that fuels creativity, productivity, and self-expression. The result? Modernized designs, fresh influencer-driven campaigns, and a renewed sense of loyalty that not only reversed a sales slump but redefined what this everyday item could mean for the next generation of shoppers.

Challenge

A global manufacturer of household and retail essentials noticed a plateau in sales for one of its best-known consumer products — a staple found in nearly every home, office, and classroom. Despite decades of category leadership, emerging competitors were capturing market share with trendier designs and digital-friendly alternatives.

The brand’s leadership team needed to understand:

• Why were younger shoppers turning to competitors for a product they had historically dominated?

• Were shifting consumer behaviors, such as remote work and hybrid learning, reshaping demand?

• How could innovation and messaging refresh loyalty for a product that many already viewed as a commodity?

Approach

RILA GLOBAL CONSULTING conducted a multi-layered program using social listening, trend analysis, and market research to uncover new growth opportunities.

Social Listening Insights

• Conversation Mapping: We analyzed discussions across Twitter, Pinterest, TikTok, and productivity blogs, focusing on how consumers talked about everyday home and office products.

• Key Findings:
• Younger audiences associated the category with “old-fashioned” use cases (classroom or office only).
• Shoppers expressed growing interest in products that supported home organization, DIY projects, and creative hobbies.
• Influencer-driven content on TikTok showcased innovative, visual uses of competing products — positioning them as lifestyle accessories rather than functional commodities.

Market Research & Shopper Studies

• Focus Groups: Conducted with professionals, students, and parents to evaluate perceptions of the product.

• Shopper Ethnographies: Observed how consumers used the product in their homes, offices, and creative projects.

• Quantitative Surveys: Collected data from 3,000 consumers across North America and Europe.

Validated Insights:

• Consumers wanted products that better aligned with flexible lifestyles — hybrid workspaces, remote schooling, and multi-purpose home environments.

• Aesthetic appeal mattered: younger shoppers preferred sleeker designs, more colors, and eco-friendly packaging.

• Shoppers wanted new use cases (DIY décor, planners, productivity hacks) highlighted through social content.

Results

Based on RILA’s recommendations, the household brand made strategic changes:

• Product Innovation: Introduced updated formats with modern color palettes and eco-friendly packaging.

• Messaging Refresh: Repositioned the product not just as a functional tool, but as a creative lifestyle essential for home organization, productivity, and DIY projects.

• Influencer Partnerships: Collaborated with lifestyle creators on TikTok and Pinterest to showcase unexpected uses of the product, from decorating to remote work hacks.

Business Impact (Within Six Months)

• +27% increase in positive online sentiment, particularly among millennial and Gen Z shoppers.

• +18% uplift in category sales, reversing the decline and regaining market share.

• Strong engagement with branded content, with TikTok videos reaching millions of views.

• Renewed perception of the brand as both innovative and consumer-first, even in a legacy product category.

Why It Matters

This case study demonstrates how social listening + market research can breathe new life into a product long considered a household commodity. By uncovering evolving consumer behaviors and validating new use cases, RILA helped a global household brand reconnect with shoppers, expand its relevance across generations, and reposition its product from a functional necessity to a creative, lifestyle-driven retail essential.