The COVID-19 pandemic and subsequent restrictions in China, including the recent “zero-Covid” policy implemented by the government to control the spread of the virus, had a significant impact on local consumers’ spending patterns. With lockdowns, travel restrictions, and social distancing measures in place, many businesses were forced to close, resulting in job losses and decreased incomes for many individuals.
Gardening has become popular in China as a hobby and in light of sustainability concerns, the “grow-your-own” food trend which promotes self-sustenance has gained momentum. As local consumers spent prolonged time within their homes, they appreciated a touch of nature, which is difficult to achieve in urbanised areas of China.
The competitive landscape of home and garden in China is dominated by smaller – primarily local – players, making it highly fragmented. This is partly due to the fact that China is a vast country with a large population, and there is significant regional variation in consumer preferences, income levels, and purchasing habits.
Retail e-commerce gained further value share as a distribution channel across all four categories of home and garden in 2022, leading to further losses for retail offline. The online channel became popular, because with lockdowns and social distancing measures in place, many consumers preferred the convenience of shopping from home rather than venturing out to physical stores.
Value sales growth (at constant 2022 prices) in home and garden in China is expected to fluctuate over the forecast period. Gardening is expected to be the most dynamic performer overall, to record double-digit growth rates as gardening as a practice has become an integral part of many homes in China.
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Understand the latest market trends and future growth opportunities for the Home and Garden industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Home and Garden
This project has a strict focus on sales to consumers only. Trade and professional sales are excluded. Home and garden refers to gardening, home improvement, homewares and home furnishings.
See All of Our DefinitionsThis report originates from Passport, our Home and Garden research and analysis database.
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