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Country Report

Home and Garden in

Home and Garden in Japan

May 2021

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!

COVID-19 impact on home and garden

After seeing negligible retail current value increases during most of the review period, home and garden turned to stronger growth in 2020, due to the impact of COVID-19. All categories saw better performances than in any other year of the review period, with home seclusion being the main factor leading to higher growth rates.

COVID-19 country impact

Due to the outbreak of COVID-19, a state of emergency was imposed in seven major Japanese prefectures from 6 April 2020, and all 47 prefectures from 16 April. People were encouraged to stay at home, avoid group events, avoid stockpiling, and to wash their hands, although there were no penalties or mandatory requirements.

Company response

Nitori remained the strong leader in home and garden in value terms in 2020, and also remained the only player to hold a double-digit value share. The company has a presence across all categories except home improvement, and led both homewares and home furnishings in this year.

Retailing shift

There were some store closures during the first phase of the soft COVID-19 lockdown (state of emergency) in April-May 2020, but the leading furnishing company Nitori kept many stores open, whilst shortening opening hours and guiding consumers to e-commerce as much as possible. Nitori maintained its operations as it believed that its stores were central to the lives of many by providing various products which are used at home.

What next for home and garden?

After a dynamic year in 2020, home and garden is set to turn to decline in current value terms in 2021. Although COVID-19 is still strongly in evidence in the first half of the year, recovery from the virus is expected to start in the second half of the year along with the rollout of vaccines.

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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

COVID-19 impact on home and garden

COVID-19 country impact

Company response

Retailing shift

What next for home and garden?

MARKET DATA

Table 1 Sales of Home and Garden by Category: Value 2015-2020
Table 2 Sales of Home and Garden by Category: % Value Growth 2015-2020
Table 3 NBO Company Shares of Home and Garden: % Value 2016-2020
Table 4 LBN Brand Shares of Home and Garden: % Value 2017-2020
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2015-2020
Table 6 Distribution of Home and Garden by Format: % Value 2015-2020
Table 7 Distribution of Home and Garden by Format and Category: % Value 2020
Table 8 Forecast Sales of Home and Garden by Category: Value 2020-2025
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Gardening in Japan

KEY DATA FINDINGS

2020 IMPACT

Dynamic growth as younger consumers take up a new hobby

Targeting the younger generation to drive growth

Kärcher maintains its lead but loses share

RECOVERY AND OPPORTUNITIES

Some loss of sales expected, but not to the 2019 level

Players will attempt to retain or attract the younger customer base

Maintaining interest amongst the older generation

CATEGORY DATA

Table 10 Sales of Gardening by Category: Value 2015-2020
Table 11 Sales of Gardening by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Gardening: % Value 2016-2020
Table 13 LBN Brand Shares of Gardening: % Value 2017-2020
Table 14 Distribution of Gardening by Format: % Value 2015-2020
Table 15 Forecast Sales of Gardening by Category: Value 2020-2025
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2020-2025

Home Furnishings in Japan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 contributes to higher growth rates in some categories...

...but declines in others, especially those with high prices

Nitori extends its lead and acquires Shimachu

RECOVERY AND OPPORTUNITIES

High sales of home office furniture set to be maintained

Slow uptake of the smart home concept

Physical stores will remain important despite the rise of e-commerce

CATEGORY DATA

Table 17 Sales of Home Furnishings by Category: Value 2015-2020
Table 18 Sales of Home Furnishings by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Home Furnishings: % Value 2016-2020
Table 20 LBN Brand Shares of Home Furnishings: % Value 2017-2020
Table 21 LBN Brand Shares of Light Sources: % Value 2017-2020
Table 22 Distribution of Home Furnishings by Format: % Value 2015-2020
Table 23 Forecast Sales of Home Furnishings by Category: Value 2020-2025
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2020-2025

Home Improvement in Japan

KEY DATA FINDINGS

2020 IMPACT

Return to strong growth due to willingness to do basic DIY jobs

Targeting different consumer groups to maximise the consumer base

Power tools players hold leading positions in home improvement

RECOVERY AND OPPORTUNITIES

Sales deterioration expected after an exceptional year in 2020

Stronger competition expected between distribution channels

Need for investment in digitalisation by home centres

CATEGORY DATA

Table 25 Sales of Home Improvement by Category: Value 2015-2020
Table 26 Sales of Home Improvement by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Home Improvement: % Value 2016-2020
Table 28 LBN Brand Shares of Home Improvement: % Value 2017-2020
Table 29 Distribution of Home Improvement by Format: % Value 2015-2020
Table 30 Forecast Sales of Home Improvement by Category: Value 2020-2025
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2020-2025

Homewares in Japan

KEY DATA FINDINGS

2020 IMPACT

Dynamism as COVID-19 leads to more time spent at home

Growth driven by food storage and e-commerce

Nitori focuses on offering quality at reasonable prices

RECOVERY AND OPPORTUNITIES

As COVID-19 is controlled, sales are set to fall

Opposing pressures on the category moving forward

Greater competition in e-commerce as more players move online

CATEGORY DATA

Table 32 Sales of Homewares by Category: Value 2015-2020
Table 33 Sales of Homewares by Category: % Value Growth 2015-2020
Table 34 Sales of Homewares by Material: % Value 2015-2020
Table 35 NBO Company Shares of Homewares: % Value 2016-2020
Table 36 LBN Brand Shares of Homewares: % Value 2017-2020
Table 37 Distribution of Homewares by Format: % Value 2015-2020
Table 38 Forecast Sales of Homewares by Category: Value 2020-2025
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Home and Garden in Japan

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on home and garden

COVID-19 country impact

Company response

Retailing shift

What next for home and garden?

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home and Garden in Japan

EXECUTIVE SUMMARY

COVID-19 impact on home and garden

COVID-19 country impact

Company response

Retailing shift

What next for home and garden?

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Gardening in Japan

KEY DATA FINDINGS

2020 IMPACT

Dynamic growth as younger consumers take up a new hobby

Targeting the younger generation to drive growth

Kärcher maintains its lead but loses share

RECOVERY AND OPPORTUNITIES

Some loss of sales expected, but not to the 2019 level

Players will attempt to retain or attract the younger customer base

Maintaining interest amongst the older generation

CATEGORY DATA

Home Furnishings in Japan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 contributes to higher growth rates in some categories...

...but declines in others, especially those with high prices

Nitori extends its lead and acquires Shimachu

RECOVERY AND OPPORTUNITIES

High sales of home office furniture set to be maintained

Slow uptake of the smart home concept

Physical stores will remain important despite the rise of e-commerce

CATEGORY DATA

Home Improvement in Japan

KEY DATA FINDINGS

2020 IMPACT

Return to strong growth due to willingness to do basic DIY jobs

Targeting different consumer groups to maximise the consumer base

Power tools players hold leading positions in home improvement

RECOVERY AND OPPORTUNITIES

Sales deterioration expected after an exceptional year in 2020

Stronger competition expected between distribution channels

Need for investment in digitalisation by home centres

CATEGORY DATA

Homewares in Japan

KEY DATA FINDINGS

2020 IMPACT

Dynamism as COVID-19 leads to more time spent at home

Growth driven by food storage and e-commerce

Nitori focuses on offering quality at reasonable prices

RECOVERY AND OPPORTUNITIES

As COVID-19 is controlled, sales are set to fall

Opposing pressures on the category moving forward

Greater competition in e-commerce as more players move online

CATEGORY DATA

Why buy this report?

Want to find out more about this report?

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