2025 Developments
Home and garden in Indonesia delivered current value growth of 3% in 2025, supported by robust real GDP expansion and population growth, with the pace of growth exceeding the Asia Pacific average. The combination of a rapidly urbanising population, rising middle-income households, and government-led housing investment has created an attractive environment, especially for brands able to address demand for practical, space-saving, and multifunctional solutions. Digital transformation is accelerating, as e-commerce channels — fuelled by live shopping and influencer content — outperform store-based sales for smaller, repeat purchases, while offline stores retain strength for larger and tactile goods. Regulatory emphasis on sustainability and certification is reshaping sourcing and product development, with certified, eco-friendly materials and transparent legal sourcing now critical differentiators. Significant fragmentation persists in the competitive landscape, with no single company commanding more than a 2% value share, reinforcing the need for brands to build trust, integrate omnichannel strategies, and innovate in sustainability and product design to capture value in a highly competitive environment.
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Overview:
Understand the latest market trends and future growth opportunities for the Home and Garden industry in Indonesia 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:
- Gardening
- Home Furnishings
- Home Improvement
- Homewares
If you're in the Home and Garden industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home and Garden in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home and Garden in Indonesia?
- Which are the leading brands in Home and Garden in Indonesia?
- How are products distributed in Home and Garden in Indonesia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Home and Garden?
- Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Home and Garden?
- Where is future growth expected to be most dynamic?
Home and Garden in Indonesia
2025 Developments
Key Data Insights
Ikea Partners with Local Suppliers to Scale Certified, Sustainable Furnishings
Toko Trubus Converts Urban Gardening into Repeat Solution-Led Demand
Tokopedia and Shopee Leverage Live Shopping to Drive Online Home and Garden Sales
Modular Furniture and Easy Upgrades to Drive Value as Urban Living Intensifies
Home Furnishings to Maintain Dominance, While Home Improvement and Gardening Set to Accelerate
Certified Materials and Omnichannel Fulfilment Set New Standards for Trust and Differentiation
Home Center Indonesia Leverages Range and Trust to Drive Share Growth
Home Products Specialists Expand Hybrid Retail to Reach New Consumers
Tokopedia and Shopee Drive E-Commerce Growth through Live Shopping
Home Improvement in Indonesia
Key Data Insights
Home Improvement Summary
Tropical Climate Drives Home Paint to Account for the Highest Sales
Mr.Diy and E-Commerce Expand Affordable Upgrades beyond Major Cities
Avia Avian Captures Urban Diy Demand with Accessible Launches
Urban Consumers Set to Drive Demand for Adaptable Diy and Professional Solutions
Floor Covering Set to Outpace Most Other Categories as New Housing and Diy Projects Accelerate
Sustainability and Health Credentials to Reshape Product Innovation and Trust
Roman Extends Design Leadership with Large-Format Granite Tiles
Home Improvement and Gardening Store Networks Serve Diy and Trade Buyers
Tokopedia and Shopee Accelerate E-Commerce with Live Shopping and Influencer Campaigns
Mitra10 and Kango Connect Digital Convenience with Offline Installation Expertise
Gardening in Indonesia
Key Data Insights
Gardening Summary
Toko Trubus Transforms Urban Edible Gardening into Repeat Demand
Design-Led Pots and Planters Drive Growth as Urban Dwellers Seek Flexible Greenery
Biocycle’S Waste-To-Value Fertiliser Wins Eco-Conscious Gardeners with Sustainability Credentials
Urban Households Set to Drive Edible Gardening, Favouring Tailored Starter Kits
Pots and Planters Expected to Capture Urban Demand for Greenery
Brands Set to Adapt to Fragmented Channels and Segmented Consumer Lifestyles
Ace Hardware (Azko) Sustains Its Lead as Younger Urban Buyers Fuel Growth in Horticulture
Home Improvement and Gardening Stores Leads Sales, Favoured for In-Person Inspection
Supermarkets Sees Value Growth with Expanded Gardening Ranges While Retail E-Commerce Rises
Supermarket Chains and E-Commerce Hubs Target Urban Gardeners
Homewares in Indonesia
Key Data Insights
Homewares Summary
Tokopedia and Shopee Drive Rapid Online Shift for Homewares Shoppers
Maspion Captures Urban Demand with Affordable, Space-Saving Kitchenware
Lock & Lock Mainstreams Reusable Homewares as Eco Concerns Grow
Modular Kitchenware to Drive Value Due to Small Urban Homes
E-Commerce and Omnichannel Strategies to Reshape Retail Journeys
Sustainable Materials and Hygiene-Focused Innovation Expected to Fuel Product Development
Maspion Leverages Value and Distribution to Retain Leadership
Homewares and Home Furnishing Stores Sustains Its Lead as Tactile Shopping Prevails
Shopee and Tokopedia Accelerate E-Commerce Growth with Digital-First Strategies
Home Furnishings in Indonesia
Key Data Insights
Home Furnishings Summary
Multifunctional Innovation Meets Urban Compact Living Needs
Dekoruma Expands Omnichannel Reach to Unlock Digital and Physical Discovery
Ikea and Svlk–Fsc Partnership Elevates Trust and Export Access for Certified Wood
Steady Growth Expected as Economic Indicators Are Positive and the Population Is Set to Rise
Retailers to Invest in Omnichannel Innovation to Capture Evolving Demand
Players to Address Compact Living with Modular, Multifunctional Solutions
Home Center Indonesia Leverages Omnichannel Reach to Outpace Rivals
Trust Is Secured for Homewares and Home Furnishings Stores with In-Person Experiences
Tokopedia and Shopee Accelerate E-Commerce Gains in Specific Products
Dekoruma and Mr.Diy Broaden Reach with Hybrid Concepts
Adapting to Modern Lifestyles through Smart Design
Pioneering Versatility and Sustainable Solutions
Commercial Advantages of Strategic Product Development
Country Reports Disclaimer
The following categories and subcategories are included:
Home and Garden
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- Bathroom and Sanitaryware
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- Carpets
- Floor Tiles
- Wooden Flooring
- Other Floor Covering
- Hand Tools
- Hardware
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- Lacquer and Varnish
- Decorative Paint
- Kitchen Sinks
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- Corded Drills
- Cordless Drills
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- Other Corded Power Tools
- Other Cordless Power Tools
- Power Tool Accessories
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- Wall Tiles
- Wallpaper
- Other Home Improvement
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- Fertiliser
- Soil
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- Pest Control
- Herbicides
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- Gardening Hand Tools
- Gardening Power Tools
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- Walk Power Lawn Mowers
- Riding Lawn Mowers
- Robotic Lawn Mowers
- Watering
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- Indoor Plants
- Seeds
- Other Horticulture
- Pots and Planters
- Other Gardening
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- Beverageware
- Cutlery
- Dinnerware
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- Ovenware
- Stove Top Cookware
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- Food Storage
- Kitchen Utensils
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- Bath Textiles
- Bed Textiles
- Kitchen and Dining Textiles
- Living Room Textiles
- Rugs
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- Beds
- Chests of Drawers
- Mattresses
- Wardrobes
- Dining Furniture
- Home Office Furniture
- Kitchen Furniture
- Living Room Furniture
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- Sofa Beds
- Other Sofas
- Other Sitting Furniture
- Storage Furniture
- Other Indoor Furniture
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- Blinds
- Curtains
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- Charcoal Barbecues
- Electric Barbecues
- Gas Barbecues
- Outdoor Furniture
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- Lighting Fixtures
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- Incandescent Lamps
- Halogen Lamps
- Linear Fluorescent Lamps (LFL)
- Compact Fluorescent Lamps (CFL)
- Light-Emitting Diode Lamps (LED)
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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 definitionsWhy buy this report?
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This report originates from Passport, our Home and Garden research and analysis database.
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