Looking at the performance of the overall industry, COVID-19 worked in favour of home and garden in Japan in 2020, with higher current value growth than seen for several years. Home improvement and gardening grew particularly well, along with some categories in home furnishings and homewares.
Gardening was the only category that saw solid current value growth in 2021. Gardening took root as a hobby amongst many consumers during the pandemic, while it had been a major issue for the industry for years that a great percentage of people who newly began gardening quit within a year.
Nitori remained the outstanding leader in home and garden in value terms in 2021. The company’s wide portfolio, the continuous improvement it makes to its products, the incorporation of technologies by collaborating with external companies such as chemical manufacturers, and the continued expansion of outlets helped it to maintain its lead in 2021.
The share of sales accounted for by e-commerce continued to grow in home and garden in Japan in 2021. Players have increasingly invested in digitalisation, including e-commerce.
Home and garden is set to see very slow and stable current value growth in the forecast period, returning to a performance similar to that seen in the review period. However, whilst home furnishings and homewares are expected to see growth, home improvement and gardening are projected to see slight declines, as the impact of COVID-19 eases and people spend less time at home, and therefore have less time to spend on jobs around the house.
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Understand the latest market trends and future growth opportunities for the Home and Garden industry in Japan 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 Japan, 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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