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Country Report

Home and Garden in

Home and Garden in Russia

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

COVID-19 was a further challenge to the already troubled Russian economy in 2020 and it especially impacted purchasing power among the population. Purchasing power has in fact been declining since 2014-2015, thus eroding the general potential of home and garden products in the country.

COVID-19 country impact

Restrictions to prevent the spread of COVID-19 were introduced gradually in Russia in 2020. The entry of Chinese citizens was banned from 20 February, with this being extended to Iranians from 28 February and South Koreans from 1 March.

Company response

The strengthening pressure on budgets among Russian households made competition in the market very harsh in 2020, minimising profit margins for companies in home and garden, especially in categories such as indoor furniture, which posted a decline in the year. As a result of the intensifying price-competition, market consolidation continued in 2020, with smaller companies, especially those operating in furniture, forced to minimise their activities or even leave the market.

Retailing shift

Since the outbreak of COVID-19, there has been a huge move to online purchasing in home and garden in Russia. The industry was lagging behind compared with other industries in regard to e-commerce before COVID-19 hit, but home seclusion pushed e-commerce to record levels in 2020, as it accelerated the shift from store-based outlets.

What next for home and garden?

2021 should not be automatically regarded as a year of recovery for the many home and garden categories that have been adversely affected by the health crisis in Russia. Home improvement, home furnishings and especially homewares are particularly vulnerable to consumers’ heightened desire to save money by shifting towards the economy segment and/or doing without certain products for longer.

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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

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 Russia

KEY DATA FINDINGS

2020 IMPACT

Many Russians renovate their summerhouses amid lockdown

Online purchases gaining ground fast

Husqvarna has the edge in crowded gardening landscape

RECOVERY AND OPPORTUNITIES

Gardening to remain boosted in the short term

Cheaper gardening products to lead sales growth

International brands have reputation advantage for non-basic products

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 Russia

KEY DATA FINDINGS

2020 IMPACT

Home office furniture and outdoor living stand out but cannot prevent overall decline

Lower-cost essentials and versatile solutions increasingly favoured

Another year of consolidation for Ikea

RECOVERY AND OPPORTUNITIES

Swift recovery not a given

LED lamps to shine brightest over forecast period

Strengthening price-competition leaving less room for premium ranges

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 Russia

KEY DATA FINDINGS

2020 IMPACT

Performance limited by economic turbulence

Decorative paint outstripping wallpaper

Interskol challenging the internationals in power tools

RECOVERY AND OPPORTUNITIES

Further value sales deceleration ahead for home improvement

Cordless power tools losing momentum as consumers spend less

Investing in a domestic presence likely to yield results as competition intensifies

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 Russia

KEY DATA FINDINGS

2020 IMPACT

Consumers cut back further on homewares as COVID-19 hits budgets

Purchases postponed wherever possible

Economy options ever more important

RECOVERY AND OPPORTUNITIES

Sales recovery is tentative

Some premiumisation potential nevertheless remains

E-commerce influence to increase further in homewares

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 Russia

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 Russia

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 Russia

KEY DATA FINDINGS

2020 IMPACT

Many Russians renovate their summerhouses amid lockdown

Online purchases gaining ground fast

Husqvarna has the edge in crowded gardening landscape

RECOVERY AND OPPORTUNITIES

Gardening to remain boosted in the short term

Cheaper gardening products to lead sales growth

International brands have reputation advantage for non-basic products

CATEGORY DATA

Home Furnishings in Russia

KEY DATA FINDINGS

2020 IMPACT

Home office furniture and outdoor living stand out but cannot prevent overall decline

Lower-cost essentials and versatile solutions increasingly favoured

Another year of consolidation for Ikea

RECOVERY AND OPPORTUNITIES

Swift recovery not a given

LED lamps to shine brightest over forecast period

Strengthening price-competition leaving less room for premium ranges

CATEGORY DATA

Home Improvement in Russia

KEY DATA FINDINGS

2020 IMPACT

Performance limited by economic turbulence

Decorative paint outstripping wallpaper

Interskol challenging the internationals in power tools

RECOVERY AND OPPORTUNITIES

Further value sales deceleration ahead for home improvement

Cordless power tools losing momentum as consumers spend less

Investing in a domestic presence likely to yield results as competition intensifies

CATEGORY DATA

Homewares in Russia

KEY DATA FINDINGS

2020 IMPACT

Consumers cut back further on homewares as COVID-19 hits budgets

Purchases postponed wherever possible

Economy options ever more important

RECOVERY AND OPPORTUNITIES

Sales recovery is tentative

Some premiumisation potential nevertheless remains

E-commerce influence to increase further in homewares

CATEGORY DATA

Why buy this report?

Want to find out more about this report?

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