The Malaysian home and garden market witnessed a marked fall in sales in 2020 as restrictions imposed to limit the spread of COVID-19 and related economic uncertainty undermined demand in several categories. Restrictions, including the Movement Control Order (MCO) implemented between 18 March and 12 May which involved the closure of non-essential businesses, offices, manufacturing activities and schools, led to job losses, pay cuts and enforced unpaid leave, resulting in a decline in consumer purchasing power and a focus on spending on essential items and activities.
Malaysian borders were closed to foreigners on 17 March 2020. The Malaysia Movement Control Order (MCO) started on 18 March and included measures such as limited operating hours for grocery retailers (from 08.
In 2020, home improvement and home furnishings manufacturers were hit hard by restrictions on operations and business closures, delays in housing projects and postponements to renovation and redecoration. In contrast, gardening and homewares players saw demand supported by stay-at-home orders, as consumers showed a growing interest in gardening and cooking at home.
The distribution landscape in home and garden was impacted by the forced closure of non-essential businesses during the COVID-19 crisis, while grocery retailers, including supermarkets and hypermarkets, were deemed essential and allowed to remain open. Neighbourhood stores, which are traditionally popular locations for purchasing home improvement and home furnishings products, benefited from their close proximity to consumers’ homes and small, less crowded setting during 2020, as consumers remained wary of viral transmission through social contact even when restrictions were eased.
Measures introduced to limit the spread of COVID-19 are set to have enduring economic consequences, including job losses and a dampened property market, which are likely to undermine demand in the home and garden market. Nonetheless, as the immediate threat from COVID-19 wanes and the disease becomes a managed fact of life, the return to more normal social and economic activity is set to drive growth, with gardening, home furnishings, home improvement and homewares all expected to put in positive performances over the forecast period.
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Understand the latest market trends and future growth opportunities for the Home and Garden industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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