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Home and Garden in
Netherlands

Country Report

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Executive Summary

Apr 2019
A weakening housing market leads to slow growth in home and garden

Home and garden in the Netherlands recorded current value growth in 2018, yet this was the weakest growth registered since 2015. Slow growth was driven by the weakening housing market, whereby the number of new houses decreased and the number of houses changing ownership declined.

Smart products are limited in home and garden and adoption is slow

Smart products are available in the Netherlands in home and garden categories such as gardening and light sources. The availability of such products is currently limited, however, with most consumers unaware of such products.

Ikea leads sales and growth, but small companies also perform well

Ikea continued to lead home and garden in value terms and also saw the highest growth in the Netherlands in 2018. Its ability to stay ahead of its competitors through innovative and resourceful products is the main reason why the retail giant continues to grow.

New concepts for home and garden retailers, growth for internet retailers

Home and garden specialist retailers such as Karwei, IKEA, Praxis and Gamma opened new store concepts, bringing smaller outlets close to consumers in the middle of shopping centres in city centres. Usually, these home and garden stores are located in industrial areas, on the outskirts of towns or in specially designated shopping centres for home and garden stores.

Home and garden is expected to record slow growth

Home and garden is expected to record only slow current value growth over the forecast period. The main reason is the expectation of a depressed housing market.

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Home and Garden in the Netherlands

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Overview

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

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

EXECUTIVE SUMMARY

A weakening housing market leads to slow growth in home and garden
Smart products are limited in home and garden and adoption is slow
Ikea leads sales and growth, but small companies also perform well
New concepts for home and garden retailers, growth for internet retailers
Home and garden is expected to record slow growth

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

DEFINITIONS

SOURCES

Summary 1 Research Sources

Gardening in the Netherlands

HEADLINES

PROSPECTS

Sales are boosted by economic growth
Campaigns to increase the plants in gardens benefits horticulture
Internet retailing grows at the expense of store-based retailing

COMPETITIVE LANDSCAPE

Intratuin Nederland maintains its lead in gardening
Private label is important in horticulture; brands in gardening equipment
Ikea records the fastest growth in gardening

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 the Netherlands

HEADLINES

PROSPECTS

The economy boosts sales; the weak housing market dampens sales
Internet retailing grows unabated in some categories
New concepts such as leasing are still niche, but could grow

COMPETITIVE LANDSCAPE

Ikea continues to lead home furnishings
Kwantum Nederland and Intergamma see strong performances
Companies specialising in kitchen furniture record poor performances

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 the Netherlands

HEADLINES

PROSPECTS

Home improvement records growth despite the weak housing market
Mixed performance in floor covering
Internet retailing sees the fastest growth in home improvement

COMPETITIVE LANDSCAPE

Intergamma leads home improvement in the Netherlands
Kwantum Nederland and Hornbach Bouwmarkt enjoy rapid growth
Coram International continues to grow with its Sealskin brand

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 the Netherlands

HEADLINES

PROSPECTS

Homewares registers growth thanks to the growing Dutch economy
Value addition in homewares, but consumers look for cheap alternatives
Loyalty programmes are here to stay, which benefits the category

COMPETITIVE LANDSCAPE

Ikea retains its lead in homewares and records strong growth
BK Cookware records the fastest growth in homewares
Local brands grow at the expense of international brands

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