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Country Report

Home and Garden in

Home and Garden in Japan

May 2020

US$2,100

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Social and demographic changes presenting challenges

Social and demographic developments exerted a notable influence on the Japanese home and garden market in 2019. Both manufacturers and retailers had to work to try to build their consumer bases and, particularly, to generate sales amongst younger consumers.

“Work Style Reform” initiative influencing demand

The Japanese Government’s “Work Style Reform” initiative, which has included legislation to limit working hours and address imbalances between regular employees and temporary or part-time workers, had a notable impact on the development of the home and garden market in 2019. One significant effect was to boost demand for office furniture as the rise in remote working encouraged a growing number of consumers looked to construct comfortable and productive working environments in their own homes.

Need to target younger consumers leading to shifts in strategy

The growing pressure on manufacturers and retailers to build sales amongst busy young urban consumers is leading to significant shifts in strategy amongst the major home and garden players. One of the key changes in approach witnessed at the end of the review period was the shift towards smaller urban stores in order to be more accessible to younger consumers, many of whom do not drive nowadays.

Ongoing development of e-commerce and integration of physical and digital environments

Home improvement and gardening specialist stores, and homewares and home furnishing specialist stores continued to dominate distribution in the Japanese home and garden market in 2019. E-commerce continued to gain value share across all categories in the final year of the review period, however, as Japanese consumers generally became more familiar and comfortable with shopping online, and appreciated the channel’s convenience and competitive pricing.

Forecast period to see polarisation, physical/digital integration, and gradual uptake of smart products

A declining population and stagnation in the number of households are set to serve as significant constraints on growth in home and garden in Japan during the forecast period. The market is expected to see ongoing polarisation.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home and Garden industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home and Garden industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Home and Garden in Japan market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Home and Garden in Japan?
What are the major brands in Japan?
Is DIY suffering or benefiting from consumer austerity?
How are emerging channels like internet retailing performing against leading ones like DIY and hardware stores?
Where is Do-it-for-me constraining sales of Do-It-Yourself?
In which countries are Home and Garden Specialists opening more outlets?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our DIY and Gardening market research database.

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Home and Garden in Japan

EXECUTIVE SUMMARY

Social and demographic changes presenting challenges

“Work Style Reform” initiative influencing demand

Need to target younger consumers leading to shifts in strategy

Ongoing development of e-commerce and integration of physical and digital environments

Forecast period to see polarisation, physical/digital integration, and gradual uptake of smart products

MARKET DATA

Table 1 Sales of Home and Garden by Category: Value 2014-2019
Table 2 Sales of Home and Garden by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Home and Garden: % Value 2015-2019
Table 4 LBN Brand Shares of Home and Garden: % Value 2016-2019
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2014-2019
Table 6 Distribution of Home and Garden by Format: % Value 2014-2019
Table 7 Distribution of Home and Garden by Format and Category: % Value 2019
Table 8 Forecast Sales of Home and Garden by Category: Value 2019-2024
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2019-2024

CORONAVIRUS (COVID-19)

SOURCES

Summary 1 Research Sources

Gardening in Japan

HEADLINES

PROSPECTS

Break in inter-generational transmission of skills affects gardening

Climate change presenting challenges

Demand amongst elderly supports growth of herbicides

COMPETITIVE LANDSCAPE

Kärcher Japan Co Ltd retains lead

Sumitomo Garden Chemical Products strong in plant protection

Home improvement players building a presence in gardening power tools

CATEGORY DATA

Table 10 Sales of Gardening by Category: Value 2014-2019
Table 11 Sales of Gardening by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Gardening: % Value 2015-2019
Table 13 LBN Brand Shares of Gardening: % Value 2016-2019
Table 14 Distribution of Gardening by Format: % Value 2014-2019
Table 15 Forecast Sales of Gardening by Category: Value 2019-2024
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2019-2024

Home Furnishings in Japan

HEADLINES

PROSPECTS

Slow uptake of smart home concept

“Work Style Reform” initiative influencing demand

Physical stores retain important role even for e-commerce consumers

COMPETITIVE LANDSCAPE

Nitori maintains trend of share growth

Ikea targeting younger consumers through smaller stores and e-commerce

E-commerce operations growing strongly

CATEGORY DATA

Table 17 Sales of Home Furnishings by Category: Value 2014-2019
Table 18 Sales of Home Furnishings by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Home Furnishings: % Value 2015-2019
Table 20 LBN Brand Shares of Home Furnishings: % Value 2016-2019
Table 21 LBN Brand Shares of Light Sources: % Value 2016-2019
Table 22 Distribution of Home Furnishings by Format: % Value 2014-2019
Table 23 Forecast Sales of Home Furnishings by Category: Value 2019-2024
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2019-2024

Home Improvement in Japan

HEADLINES

PROSPECTS

Increasing interest in DIY supports growth in power tools

Promoting sales to professional customers

Contrasting outlook across home improvement categories

COMPETITIVE LANDSCAPE

Bathroom and sanitaryware players see notable growth

Power tools players hold a prominent presence in home improvement

Consolidation occurring in home improvement and gardening specialist retailing

CATEGORY DATA

Table 25 Sales of Home Improvement by Category: Value 2014-2019
Table 26 Sales of Home Improvement by Category: % Value Growth 2014-2019
Table 27 NBO Company Shares of Home Improvement: % Value 2015-2019
Table 28 LBN Brand Shares of Home Improvement: % Value 2016-2019
Table 29 Distribution of Home Improvement by Format: % Value 2014-2019
Table 30 Forecast Sales of Home Improvement by Category: Value 2019-2024
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2019-2024

Homewares in Japan

HEADLINES

PROSPECTS

Popularity of small water bottles reflects broader trends

Multi cookers taking sales from gas pressure cookers

Dinnerware undergoing polarisation

COMPETITIVE LANDSCAPE

Nitori focusing on Deco Home brand

MUJI expanding in homewares

Kai Corp maintains presence in kitchen utensils, while T-Fal enters category

CATEGORY DATA

Table 32 Sales of Homewares by Category: Value 2014-2019
Table 33 Sales of Homewares by Category: % Value Growth 2014-2019
Table 34 Sales of Homewares by Material: % Value 2014-2019
Table 35 NBO Company Shares of Homewares: % Value 2015-2019
Table 36 LBN Brand Shares of Homewares: % Value 2016-2019
Table 37 Distribution of Homewares by Format: % Value 2014-2019
Table 38 Forecast Sales of Homewares by Category: Value 2019-2024
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Home and Garden in Japan

New Report Guarantee

Executive Summary

New Report Guarantee

Social and demographic changes presenting challenges

“Work Style Reform” initiative influencing demand

Need to target younger consumers leading to shifts in strategy

Ongoing development of e-commerce and integration of physical and digital environments

Forecast period to see polarisation, physical/digital integration, and gradual uptake of smart products

Overview

Why buy this report?

Samples (FAQs about samples):

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Table of Contents

Home and Garden in Japan

EXECUTIVE SUMMARY

Social and demographic changes presenting challenges

“Work Style Reform” initiative influencing demand

Need to target younger consumers leading to shifts in strategy

Ongoing development of e-commerce and integration of physical and digital environments

Forecast period to see polarisation, physical/digital integration, and gradual uptake of smart products

MARKET DATA

CORONAVIRUS (COVID-19)

SOURCES

Gardening in Japan

HEADLINES

PROSPECTS

Break in inter-generational transmission of skills affects gardening

Climate change presenting challenges

Demand amongst elderly supports growth of herbicides

COMPETITIVE LANDSCAPE

Kärcher Japan Co Ltd retains lead

Sumitomo Garden Chemical Products strong in plant protection

Home improvement players building a presence in gardening power tools

CATEGORY DATA

Home Furnishings in Japan

HEADLINES

PROSPECTS

Slow uptake of smart home concept

“Work Style Reform” initiative influencing demand

Physical stores retain important role even for e-commerce consumers

COMPETITIVE LANDSCAPE

Nitori maintains trend of share growth

Ikea targeting younger consumers through smaller stores and e-commerce

E-commerce operations growing strongly

CATEGORY DATA

Home Improvement in Japan

HEADLINES

PROSPECTS

Increasing interest in DIY supports growth in power tools

Promoting sales to professional customers

Contrasting outlook across home improvement categories

COMPETITIVE LANDSCAPE

Bathroom and sanitaryware players see notable growth

Power tools players hold a prominent presence in home improvement

Consolidation occurring in home improvement and gardening specialist retailing

CATEGORY DATA

Homewares in Japan

HEADLINES

PROSPECTS

Popularity of small water bottles reflects broader trends

Multi cookers taking sales from gas pressure cookers

Dinnerware undergoing polarisation

COMPETITIVE LANDSCAPE

Nitori focusing on Deco Home brand

MUJI expanding in homewares

Kai Corp maintains presence in kitchen utensils, while T-Fal enters category

CATEGORY DATA

Why buy this report?

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