Australian consumers continued to be stuck at home during 2021, due to the COVID-19 pandemic and associated lockdowns. The lockdowns of 2021 were in some ways even more extensive than those of 2020, as they included not only Melbourne – which saw the longest and most intensive lockdown of 2020 – but also Sydney.
The growth in home and garden across 2020 and 2021 came from three main sources: replacements and upgrades by existing consumers in the category as they caught up on much-needed renovations and other households tasks; younger generations engaging with the category, often for the first time; and homeowners of all ages entering the DIY category, since they were unable to hire a tradesperson, or “tradie.
The improved capacity of Australian consumers to pay for home and garden products in 2020 and 2021 – a capacity further improved by the widespread acceptance of buy-now, pay-later options such as Afterpay – allowed consumers not only to invest in their homes and gardens, or expand their assortment of such products, but also to take the opportunity to upgrade to more premium brands.
E-commerce channels had not been a major force in home and garden in Australia prior to the pandemic, but the necessity of switching to no-contact retail throughout lengthy and sporadic lockdowns provided players with the incentive to pivot to online channels. Since retailers had little previous experience in online channels, much of 2020 and 2021 was spent building the ordering and delivery infrastructure and the marketing strategies required to succeed in the online environment.
The strong sales growth experienced by home and garden in 2020 and 2021 is largely expected to continue post-pandemic, even though current value growth rates will gradually slow. Demand is expected to come from multiple sources, primarily centred around the lifestyle changes that have been triggered due to the impact of the COVID-19 pandemic.
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Understand the latest market trends and future growth opportunities for the Home and Garden industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
If you're in the Home and Garden industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 Definitions
This report originates from Passport, our Home and Garden research and analysis database.
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