By
Joe Derochowski
Jun 23, 2026
As global soccer excitement builds, more consumers are choosing to watch and entertain at home. Despite recent declines in housewares demand, these moments create fresh opportunities for brands. Products that support shared experiences—like grilling tools, serveware, and team-branded items—can drive renewed interest when marketed as essential to connection, celebration, and versatile everyday use.
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Turning Global Sporting Moments Into At-Home Growth Opportunities
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Joe Derochowski works closely with home and home improvement manufacturers and retailers, sharing his knowledge of behavioral trends across many categories and his unique perspective on what consumers do and why they do it. Driven by this insight and his passion for the home and home improvement industries, for more than 30 years Derochowski has helped manufacturers and retailers identify growth opportunities, both strategic and tactical, related to planning, product innovation, marketing, and merchandising. He connects the dots between the consumer and the marketplace to help companies understand today’s trends and anticipate future demands.
Derochowski is a recognized thought leader who frequently speaks at industry conferences and is regularly quoted as an industry expert by media such as The Wall Street Journal, The New York Times, The Chicago Tribune, CNBC, and HomePage News. Prior to Circana, his wide-ranging career included roles at General Motors Parts, AT&T, Procter & Gamble, and Nielsen. He has also served on the board of directors for the Academy of Nutrition and Dietetics.
Derochowski holds a bachelor’s degree from Kettering University and an MBA from Michigan State University.
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