2025 Developments
Home and garden in Japan in 2025 exhibited steady but moderate growth, with a 2% increase in retail current value to JPY5,538.4 billion, a performance that outpaced the previous year and was broadly in line with the regional trend. The industry remains highly competitive and fragmented, with no single company exceeding an 8% value share, and the continued dominance of compact, multifunctional product reflecting enduring structural shifts such as urbanisation, the ageing demographic, and shrinking household sizes. Growth was most pronounced in homewares and home furnishings, supported by a rising focus on value-led purchasing and practical, space-saving solutions, while demand for large-scale improvements was muted due to economic pressures and demographic headwinds. The attractiveness of home and garden lies in its resilience, driven by sustained demand for essentials and replacement purchases, although overall expansion is tempered by the shrinking and ageing population, cautious spending and persistent inflation. Brands seeking success must prioritise accessible pricing, modular and space-efficient designs, substantiated sustainability credentials, and robust omnichannel strategies that blend digital convenience with strong in-store engagement.
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Overview:
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:
- Gardening
- Home Furnishings
- Home Improvement
- Homewares
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.
The Home and Garden in Japan 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 Japan?
- Which are the leading brands in Home and Garden in Japan?
- How are products distributed in Home and Garden in Japan?
- 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 Japan
2025 Developments
Key Data Insights
Expansion of Value Diy Ranges to Meet Cost-Conscious Demand in a Subdued Environment
Nitori and Muji Drive Strength of Compact, Multifunctional Home Furnishings
Sustainability Is No Longer an Add-On but a Necessity in Home and Garden
Players Expected to Respond to Compact Living by Expanding Relevant Offerings
Sustainability Set to Accelerate, with Eco Certification, Use of Recyled Materials, and Reuse
Nitori Maintains Its Lead, Although Fragmentation Persists
L Catterton Accelerates Competition in Home Furnishings While Smart Launches Boost Innovation
Home Products Specialists Sustains Leadership as Hybrid Shopping Deepens
Retail E-Commerce Grows for Smaller Goods Thanks to Digital Integration
Home Improvement in Japan
Key Data Insights
Home Improvement Summary
Home Improvement Retailers Boost Disaster-Resistant Hardware through Targeted Ranges
Cainz and Kohnan Capture Value-Driven Diy with Private Label Hardware
Toto and Home Paint Brands Drive Eco Upgrades with Water-Saving Fixtures and Heat-Shielding Coatings
A Return to Growth as Retailers Expand Value Diy Ranges to Capture Selective Spending
Players Expected to Leverage Certification to Win Eco-Upgrade Demand
Toto and Makita Maintain Leadership as Challengers Struggle to Gain Ground
Makita Raises the Bar with High-Power Cordless Tool Launches
Home Products Specialists Remains Dominant, While Retail E-Commerce Gains Ground
Cainz Expands Private Label and Omnichannel to Capture Value Diyers
Gardening in Japan
Key Data Insights
Gardening Summary
Players Drive Small-Space Innovation as Indoor Solutions Outperform
Hyponex Japan Expands Organic Inputs as Eco-Consciousness Shapes Buying
Kärcher Japan and Makita Set New Standards with Cordless Convenience
Urban Consumers to Favour Products for Compact Gardening as Needs Evolve
Manufacturers Expected to Introduce Smart, Eco-Friendly Solutions to Capture New Demand
Kärcher Japan Consolidates Its Lead as Innovation and Trust Drive Share Stability
Iris Ohyama and Smart Tech Launches Reshape Consumer Preferences
Home Improvement and Gardening Stores Maintains Leadership as Players Implement Experiential Retail
Subscription-Based Delivery and Hybrid Retail Models Gain Traction
Homewares in Japan
Key Data Insights
Homewares Summary
Players Capture Small-Space Demand and Create Clear Value Ladders
Kitchen Innovation Meets Compact Living and Fuels Growth
Biomass Resin Holdings Drives Material Innovation and Sets New Standards
Modest Growth Trajectory Expected, with Polarisation Set to Continue
Players Expected to Deepen Sustainability Focus to Build Consumer Trust
Kitchen Set to Outpace Dining as Home Cooking Drives Multifunctional Demand
Nitori Maintains Its Lead as Affordability Drives Share Stability
T-Fal and Nitori Sharpen Focus on Safety, Sustainability and Compact Solutions
Home Products Retailers Sustain Lead by Expanding Omnichannel and Affordable Assortments
Online Retailers Drive Fastest Growth for Retail E-Commerce with Digital Innovation and Convenience
Variety Stores Win Loyalty by Blending Value, Design and Eco-Led Collaboration
Home Furnishings in Japan
Key Data Insights
Home Furnishings Summary
Solid Growth as Comfort Is Sought, but Consumers Are Selective
Indoor Living Continues to Dominate, with Consumers Favouring Modular Indoor Solutions
Nitori and Muji Drive Multifunctional Design to Meet Compact Living Needs
Players Expected to Engineer Versatility to Capture Compact Living Spending
Indoor Living Set to Drive Sales and Growth, with Polarisation Anticipated
Mercari and Ikea to Drive Sustainability as Circularity Becomes Baseline
Nitori Sustains Its Lead While Private Label Rises in the Value Tier
Home Products Specialists Maintains Leadership While Retail E-Commerce Grows
Nitori and Ikea Drive Digital-Physical Integration and Circular Retail
Catalysts for Transformation Include the Circular Economy and Omnichannel
Breakthroughs in Retail and Lifecycle Management
Strategic Realignment and Competitive Dynamics
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.
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This report originates from Passport, our Home and Garden research and analysis database.
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