Home and garden’s main distribution channel is home and garden specialist retailers. Internet retailing, however, continues to gain importance as the digital landscape develops rapidly across the globe. This report discusses the factors driving both store-based and non-store retailing, primarily online sales, of home and garden products globally.
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Home and garden industry growth saw a slight improvement in 2017, and growth is expected to improve moderately over the forecast period. Asia Pacific and Latin America are among the fastest growing regions and will drive sales. Nonetheless, value sales in Latin America are partly driven by high inflation.
Nearly 70% of home and garden products are still sold through home and garden specialist retailers, although this channel is losing share to internet retailing. Nonetheless, consumers still prefer to shop for their home and garden products through specialist retailers, as the physical in-store experience is still important prior to making a purchase.
Internet retailing has been gaining year-on-year. Convenience and consumers’ increasingly connected lifestyles are the key drivers of growth in online shopping. However, internet retailers also put effort into providing better services, for example improved and shorter delivery processes.
There is greater channel diversity in homewares, when compared with home improvement, gardening and home furnishings. Homeware products are typically sold in a number of different retail channel types, e.g. supermarkets, hypermarkets, and department stores.
While internet retailers face the challenge of consumers not being able to interact face-to-face with products prior to purchase, this is to some extent being addressed through technology such as virtual reality and augmented reality. On the other hand, store-based players are also trying to improve the in-store shopping experience to maintain consumer loyalty.