After a gloomy year hampered by the pandemic, home and garden in China recovered with dynamic current value growth in 2021. Part of home improvement and decoration demands impeded in 2020 were released in 2021.
Despite consumers becoming less wary of exposure to COVID-19 during 2021, hygiene remained a relevant topic as part of long-lasting health and wellness trends in the home and garden space. Material innovations around antibacterial properties are developing and penetrating a wider range of categories, such as antibacterial floor tiles launched by leading home improvement brands such as Dongpeng and Nabel, and antibacterial alloy chopsticks by Suncha.
Home and garden in China remained a highly fragmented competitive landscape in 2021, with small players under “others” dominating value sales. Local leaders, including Oppein, Kuka, and Suofeiya gained value share in 2021 due to their established brand names, wide product portfolios across home and garden, material innovation and digital transformation initiatives.
Home and garden in China heavily relies on bricks-and-mortar stores as in-person experiences and consultations remain key to big-ticket item purchasing behaviours, with home and garden specialist retailers the major offline channel. Leading manufacturers and retailers have been gearing up to be well-prepared in terms of transforming stores into experiential hubs that exhibit real-life scenarios, remote digital services and hybrid models that bring online traffic to the offline bricks-and-mortar space and eventually generate actual sales.
Home and garden is expected to post healthy value growth (at constant 2022 prices) over the forecast period, driven by consumers’ increasing purchasing power, new purchase/replacement demands from renovation/relocation, and rising aspirations to upgrade to achieve a more pleasant home environment. Home office furniture and horticulture will continue to benefit from fluctuating lockdown measures under China’s “zero-COVID” policy.
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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.
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 China, 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 DefinitionsThis report originates from Passport, our Home and Garden research and analysis database.
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