A new report has revealed what shoppers really want from homeware in 2026, with durability, quality and long-term value topping the list.
According to new stats from the Homeware Buyers Index – produced by rug and mat manufacturer Kleen-Tex Home – demand for soft furnishings is holding strong despite economic pressures.
But the findings reveal a clear shift in how consumers are making purchasing decisions, with a sharper focus on durability, quality and long-term value.
The Index shows that three-quarters (75%) of consumers will now shop around for a better deal before buying soft furnishings, while 67% say they are prepared to invest their hard-earned cash in products that are more durable or higher quality.
With inevitable rising costs across the board due to inflation, this signals a market where consumers remain willing to spend, but with higher expectations around performance and longevity. Durability, high-quality materials and value for money now outrank trend-led design as the key drivers behind most homeware purchases.
Another major trend set to build momentum in 2026 is the rising demand for indoor/outdoor versatility.
Mats and runners are increasingly being used across multiple living spaces, with nearly half (49%) of consumers placing these products in patio or outdoor areas as well as inside the home.
The shift reflects consumers seeking products that work harder, last longer and adapt to different environments – a pattern that aligns with broader demand for low-maintenance homeware.
Michelle Byrne, Product Marketing Manager at Kleen-Tex Home, said:
“Consumers are increasingly looking for products that can adapt to the way they really live. Versatility is becoming a major decision-maker, with people expecting mats, rugs and other soft furnishings to perform just as well outdoors as they do indoors.
“As we move into 2026, retailers that can offer durable, low-maintenance and multi-use ranges will be in the strongest position to meet this growing demand.”
The Index also reveals stability in overall homeware spend, despite economic uncertainty, with one in two consumers claiming their spending on soft furnishings will remain the same over the next 12-18 months.
Kleen-Tex says the findings give retailers and suppliers a clear view of what will shape buying behaviour in 2026.
Manufacturers and suppliers looking to access the full Homeware Buyers Index can request a copy here.
