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Home and Garden in
Russia

Country Report

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Executive Summary

Apr 2019
Home and garden experiences uneven development

Home and garden in Russia posted stable current value growth in 2018 compared to 2017. As with the majority of FMCG markets, home and garden is directly impacted by the general situation of the country’s economy.

Huge popularity of gardening

Gardening emerged as a major trend amongst local consumers, benefiting home and garden in 2018. With Russians’ purchasing power stagnating at time but declining for many, summer houses or “dachas” continued to gain in popularity as locations for socialising, taking a holiday and additional food source through Russians growing their own produce.

Ikea reviews strategies in competitive environment

A visible shift of consumers towards economy home and garden products with stringent efforts by smaller local and international players shaped the competitive landscape in Russia in 2018. Although this shift did not result in major positional changes within the category, it continued to force some major players to reconsider their attitudes to the market.

Internet retailing continues to gain in popularity

The distribution of home and garden remained fairly stable at the end of the review period. Internet retailing continued to gain value share and recorded double-digit value growth; as the example of Ikea’s collaboration with Russia Post indicates, online sales are predicted to record even faster growth over the forecast period.

Mixed fortunes for home and garden over the forecast period

Home and garden’s performance over the forecast period is predicted to record higher current value growth compared to the review period, which will be linked to the increased VAT rate from January 2019, which is expected to add momentum to inflation, further hampering purchasing power. Apart from the increasing VAT, other payments and taxes are expected to rise during the forecast period, making the task to significantly revive consumer purchasing power even more difficult.

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Home and Garden in Russia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home and Garden industry in Russia 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 Russia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Home and Garden in Russia 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 Russia?
  • What are the major brands in Russia?
  • 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.

Home and Garden in Russia

EXECUTIVE SUMMARY

Home and garden experiences uneven development
Huge popularity of gardening
Ikea reviews strategies in competitive environment
Internet retailing continues to gain in popularity
Mixed fortunes for home and garden over the forecast period

MARKET DATA

Table 1 Sales of Home and Garden by Category: Value 2013-2018
Table 2 Sales of Home and Garden by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Home and Garden: % Value 2014-2018
Table 4 LBN Brand Shares of Home and Garden: % Value 2015-2018
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2013-2018
Table 6 Distribution of Home and Garden by Format: % Value 2013-2018
Table 7 Distribution of Home and Garden by Format and Category: % Value 2018
Table 8 Forecast Sales of Home and Garden by Category: Value 2018-2023
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Gardening in Russia

HEADLINES

PROSPECTS

Gardening benefits from rising trend for growing own produce
Essential gardening products flourish
Economical methods for maintaining lawns

COMPETITIVE LANDSCAPE

International brands fare well in gardening equipment
Major lawn mower supplier suffers
Local brands strong in horticulture

CATEGORY DATA

Table 10 Sales of Gardening by Category: Value 2013-2018
Table 11 Sales of Gardening by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Gardening: % Value 2014-2018
Table 13 LBN Brand Shares of Gardening: % Value 2015-2018
Table 14 Distribution of Gardening by Format: % Value 2013-2018
Table 15 Forecast Sales of Gardening by Category: Value 2018-2023
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2018-2023

Home Furnishings in Russia

HEADLINES

PROSPECTS

Category remains stable but lacking in dynamics
Furniture and window covering in demand
Lighting sources continue to shift towards LED

COMPETITIVE LANDSCAPE

Ikea retains leading position and is in transition
Local players hold strong positions in indoor furniture
Askona Vek OOO strenghtens leadership of mattresses

CATEGORY DATA

Table 17 Sales of Home Furnishings by Category: Value 2013-2018
Table 18 Sales of Home Furnishings by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Home Furnishings: % Value 2014-2018
Table 20 LBN Brand Shares of Home Furnishings: % Value 2015-2018
Table 21 LBN Brand Shares of Light Sources: % Value 2015-2018
Table 22 Distribution of Home Furnishings by Format: % Value 2013-2018
Table 23 Forecast Sales of Home Furnishings by Category: Value 2018-2023
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2018-2023

Home Improvement in Russia

HEADLINES

PROSPECTS

Power tools enjoy momentum
Price of floor covering becomes increasingly accessible
Painted walls increasing in popularity

COMPETITIVE LANDSCAPE

Global brands perform well in power tools
Global players’ strong positions in floor covering
Harsh competition within home paint

CATEGORY DATA

Table 25 Sales of Home Improvement by Category: Value 2013-2018
Table 26 Sales of Home Improvement by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Home Improvement: % Value 2014-2018
Table 28 LBN Brand Shares of Home Improvement: % Value 2015-2018
Table 29 Distribution of Home Improvement by Format: % Value 2013-2018
Table 30 Forecast Sales of Home Improvement by Category: Value 2018-2023
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2018-2023

Homewares in Russia

HEADLINES

PROSPECTS

Category development undermined by cautious consumers
Online and specialist retailers offer strong distribution
Dining and kitchenware capitalises on cocooning

COMPETITIVE LANDSCAPE

Local production increases
Arc and Pasabahce struggle
Ikea continues to gain ground

CATEGORY DATA

Table 32 Sales of Homewares by Category: Value 2013-2018
Table 33 Sales of Homewares by Category: % Value Growth 2013-2018
Table 34 Sales of Homewares by Material: % Value 2013-2018
Table 35 NBO Company Shares of Homewares: % Value 2014-2018
Table 36 LBN Brand Shares of Homewares: % Value 2015-2018
Table 37 Distribution of Homewares by Format: % Value 2013-2018
Table 38 Forecast Sales of Homewares by Category: Value 2018-2023
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2018-2023