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Country Report

Home and Garden in

Home and Garden in Russia

Apr 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!

Economic uncertainty continues to limit growth in home and garden

Russia continued to face economic uncertainty despite some improvements. This was reflected in a cautious approach to spending with consumers increasingly looking for the best value and limiting purchases of home and garden products that are not considered to be essential.

Consumers get green fingers in response to economic pressures

Gardening emerged as a major trend amongst local consumers during the review period, with it being the most dynamic category in home and garden in 2019. With Russian purchasing power under threat for many, summer houses or dachas continued to gain in popularity as locations for socialising, taking a holiday and as a place for Russians to grow their own produce.

International brands remain stable with Ikea king

Although purchasing power in Russia stagnated and even decreased for many consumers at the end of the review period, some major international players, such as Makita, Bosch, Husqvarna and Fiskars retained their value shares. Their survival strategies in a complicated market revolved around the offer of various promotions, discounts and offering products in various price segments to help maintain sales.

E-commerce continues its evolution

Consumers in Russia are becoming increasingly confident about shopping online, including for home and garden products, with platforms such as Alibaba, Amazon and local retail giant Wildberries continuing to make big strides in the market. These platforms offer benefits such as free home delivery, access to price promotions and a huge variety of brands.

Steady but unspectacular improvement on the cards for home and garden

The Russian economy is projected to see a slow recovery over the forecast period which should be reflected in an improvement in the performance of home and garden. Although any gains will likely be unspectacular consumer confidence is expected to return to an extent and consumers should begin making purchases of products which they may have put off during the recession.

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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 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.

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Home and Garden in Russia

EXECUTIVE SUMMARY

Economic uncertainty continues to limit growth in home and garden

Consumers get green fingers in response to economic pressures

International brands remain stable with Ikea king

E-commerce continues its evolution

Steady but unspectacular improvement on the cards for home and garden

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 Russia

HEADLINES

PROSPECTS

Popularity of dachas supports strong growth in gardening

Consumers go online in search of the best deals

Basic gardening products find favour as consumers tighten their belts

COMPETITIVE LANDSCAPE

Husqvarna retains lead with high-quality and innovative products

International brands benefit from trusted image

Local players find strength in basic gardening products

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 Russia

HEADLINES

PROSPECTS

Prevailing economic uncertainty casts shadow on home furnishings

Smaller households create new demands

Lighting sources continue to shift towards LED

COMPETITIVE LANDSCAPE

Ikea takes new approach to Russian market

Local players find success in mattresses

Premium offering losing favour as consumers focus on value

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 Russia

HEADLINES

PROSPECTS

Low consumer confidence hinders growth

Consumers switch from wallpaper to decorative paint

Consumers cutting the cord on power tools

COMPETITIVE LANDSCAPE

Home improvement remains highly fragmented

Local production provides competitive advantage

Local player Interskol investing in production improvements

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 Russia

HEADLINES

PROSPECTS

Low consumer confidence inhibits spending on homewares

Cookware suffers as consumers delay replacement purchases

Consumers increasingly go online for homewares

COMPETITIVE LANDSCAPE

Cash-strapped consumers turn to economy options

Luminarc and Pasabahce find favour with low-cost dinnerware

IKEA expands its presence with new store openings

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 Russia

New Report Guarantee

Executive Summary

New Report Guarantee

Economic uncertainty continues to limit growth in home and garden

Consumers get green fingers in response to economic pressures

International brands remain stable with Ikea king

E-commerce continues its evolution

Steady but unspectacular improvement on the cards 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 Russia

EXECUTIVE SUMMARY

Economic uncertainty continues to limit growth in home and garden

Consumers get green fingers in response to economic pressures

International brands remain stable with Ikea king

E-commerce continues its evolution

Steady but unspectacular improvement on the cards for home and garden

MARKET DATA

CORONAVIRUS (COVID-19)

SOURCES

Gardening in Russia

HEADLINES

PROSPECTS

Popularity of dachas supports strong growth in gardening

Consumers go online in search of the best deals

Basic gardening products find favour as consumers tighten their belts

COMPETITIVE LANDSCAPE

Husqvarna retains lead with high-quality and innovative products

International brands benefit from trusted image

Local players find strength in basic gardening products

CATEGORY DATA

Home Furnishings in Russia

HEADLINES

PROSPECTS

Prevailing economic uncertainty casts shadow on home furnishings

Smaller households create new demands

Lighting sources continue to shift towards LED

COMPETITIVE LANDSCAPE

Ikea takes new approach to Russian market

Local players find success in mattresses

Premium offering losing favour as consumers focus on value

CATEGORY DATA

Home Improvement in Russia

HEADLINES

PROSPECTS

Low consumer confidence hinders growth

Consumers switch from wallpaper to decorative paint

Consumers cutting the cord on power tools

COMPETITIVE LANDSCAPE

Home improvement remains highly fragmented

Local production provides competitive advantage

Local player Interskol investing in production improvements

CATEGORY DATA

Homewares in Russia

HEADLINES

PROSPECTS

Low consumer confidence inhibits spending on homewares

Cookware suffers as consumers delay replacement purchases

Consumers increasingly go online for homewares

COMPETITIVE LANDSCAPE

Cash-strapped consumers turn to economy options

Luminarc and Pasabahce find favour with low-cost dinnerware

IKEA expands its presence with new store openings

CATEGORY DATA

Why buy this report?

Want to find out more about this report?

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