Executive Summary

Apr 2019
Home and garden sees slower growth

A home building boom and rising disposable incomes have fuelled value sales growth in home and garden. However, growth has slowed, with sales hit further by an unusually hot summer in 2018.

A hot and dry summer impacts performance

Summer 2018 was unusually hot and dry for Sweden. This had a negative impact on current value sales, not least because of the ban on watering and barbecues.

A diverse competitive environment

A defining characteristic of the competitive environment is its diversity. The competitive environment is increasingly subject to shifts as players successfully move across sales channels.

Shift to internet retailing continues

Internet retailing continued to post healthy year-on-year value sales growth in 2018, with plenty of room for further increases in online sales. There remains a degree of household scepticism over the online purchase of heavy or bulky products due to concerns over home delivery and potential returns.

Uncertain outlook

The outlook for home and garden is uncertain as interest rate hikes are expected over the forecast period. This is predicted to curtail household spending and value growth rates.

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Home and Garden in Sweden

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Overview

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

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

EXECUTIVE SUMMARY

Home and garden sees slower growth
A hot and dry summer impacts performance
A diverse competitive environment
Shift to internet retailing continues
Uncertain outlook

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 Sweden

HEADLINES

PROSPECTS

Hot and dry summer hampers sales
Internet retailing’s share is growing
Wider trends fuel interest in gardening

COMPETITIVE LANDSCAPE

Blomsterlandet extends its reach
Plantagen to slow outlet expansion
Byggmax eyes opportunities at budget price points

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 Sweden

HEADLINES

PROSPECTS

Online growth confined to lower price points?
Sustainability helps to shape demand
Increasingly sophisticated demand

COMPETITIVE LANDSCAPE

Mio continues to grow
H&M Home expands its offer
IKEA modernises to retain its leading position

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 Sweden

HEADLINES

PROSPECTS

Power tools for rent
Greater boldness in home paint colour choices
Slowdown expected

COMPETITIVE LANDSCAPE

Tarkett overtakes Tikkurila in 2018
Tikkurila responds to challenges
WA Wallvision Sweden dominates wall covering

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 Sweden

HEADLINES

PROSPECTS

Focus on the home continues, but sustainability adds value
Store-based retailers face strong challenges
Economic threats may curtail spending

COMPETITIVE LANDSCAPE

Ongoing migration of apparel and footwear specialist retailers
IKEA retains a clear lead
IKEA responds to a challenging competitive environment

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