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Country Report

Home and Garden in

Home and Garden in the Netherlands

Apr 2020

US$2,100

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

The favourable economic landscape drives value sales, however, growth in 2019 is challenged by the weak housing market

In 2019, home and garden in the Netherlands recorded steady value growth; however, growth was weaker than it had been over the review period. The main driver of this reduced growth was the weakened housing market, with a slowdown on new homes being built, and less home exchanges taking place.

Plants for interior design, sustainability and furniture leasing are growing trends within home and garden

Developments in the housing and rental landscape have seen a growing share of small living spaces, such as apartments, as houses in the Netherlands have also reduced in size.

International giant Ikea BV retains a clear lead; however, domestic players perform well, offering a balance of quality and affordable prices

Ikea BV retained its leadership of the competitive landscape in 2019, having implemented a new service in 2018, offering free interior advice to consumers. This strategy allows IKEA store staff to showcase several items to consumers, highlighting new choices and different colour combinations that may not have previously been considered.

E-commerce benefits from being a convenient shopping solution, with growth at the expense of store-based retailers

Popular home and garden specialist retailers including Ikea, Praxis and Gamma, entice consumers through inviting stores spaces, often located in industrial areas or shopping centres that are specifically designed to home and garden stores. However, a growing threat for all store-based retailers in 2019 was the growth of e-commerce.

Higher disposable incomes will drive growth, however, the weak housing market and the rise of leasing will continue to be challenges

Over the forecast period, home and garden is expected to record steady growth, with growth improved by 2024 compared to 2019. However, the weak housing market will continue to be a challenge for players, with the number of exchanges in decline having a knock-on effect on renovation projects and home improvement.

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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 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.

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Request more information

Home and Garden in the Netherlands

EXECUTIVE SUMMARY

The favourable economic landscape drives value sales, however, growth in 2019 is challenged by the weak housing market

Plants for interior design, sustainability and furniture leasing are growing trends within home and garden

International giant Ikea BV retains a clear lead; however, domestic players perform well, offering a balance of quality and affordable prices

E-commerce benefits from being a convenient shopping solution, with growth at the expense of store-based retailers

Higher disposable incomes will drive growth, however, the weak housing market and the rise of leasing will continue to be challenges

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 the Netherlands

HEADLINES

PROSPECTS

Economic growth boosts sales, however growing urbanisation and smaller living spaces are set to challenge the gardening landscape

A focus on sustainability and campaigns to increase gardening benefits horticulture

E-commerce grows as a convenient shopping method in gardening, at the expense of store-based retailing

COMPETITIVE LANDSCAPE

Robomow remains competitive, introducing a new app that allows users to track their mowers progress through a smartphone or laptop

Intratuin Nederland maintains its lead, and plans to bring the physical and digital world together with its new store concepts

Private label is important in horticulture, whereas known players take the lead in gardening equipment

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 the Netherlands

HEADLINES

PROSPECTS

Growth is driven by LED lamps, barbecues and mattresses, all of which see high sales through e-commerce

The economy boosts sales, however the weak housing market limits value growth

As new players enter leasing, the concept could develop strongly over the forecast period, becoming a threat to sales of home furnishings

COMPETITIVE LANDSCAPE

No change at the top as Ikea BV leads home furnishings, followed by Mondial Keukens Benelux BV and Kwantum Nederland BV

Interior design app RoomAR uses augmented reality and artificial intelligence to offer personalised recommendations to consumers

Washin Chemical Industry shakes up the home paint landscape, launching a protective, peelable paint, easy for consumers to use

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 the Netherlands

HEADLINES

PROSPECTS

The DIY consumer drives sales, however, a growing investment in professionals for home improvement threatens future growth

As less new homes are built, home improvement will be negatively impacted over the forecast period

Convenience, cleanliness and affordability drive sales in other floor covering, whereas carpets and tiles continue to decline

COMPETITIVE LANDSCAPE

Private label players perform well, benefiting from DIY consumers who often look for ways to renovate or maintain their homes while saving on costs

PPG Coatings Nederland and Akzo Nobel Decorative Coatings lead home paints, benefiting from strong reputations and discounted prices

Intergamma retains its lead through the strength of its private labels, as third-placed player Mohawk Industries leads the floor covering landscape

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 the Netherlands

HEADLINES

PROSPECTS

Homewares increases in growth, with a demand for rental accommodation and an interest in home décor set to boost growth further over the forecast period

Consumers search for added value in homewares, but often reach for the cheapest solutions

Loyalty programmes boost volume sales by offering exclusive discounts and deals to members

COMPETITIVE LANDSCAPE

Ikea BV retains its lead in homewares, benefiting from a wide range of goods and home solutions, offered at affordable price points

Domestic players Mepal and Sola grow, offering quality yet affordable homeware products to consumers

Reusable beeswax wraps offer households a sustainable, eco-friendly innovation for everyday food storage

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 the Netherlands

New Report Guarantee

Executive Summary

New Report Guarantee

The favourable economic landscape drives value sales, however, growth in 2019 is challenged by the weak housing market

Plants for interior design, sustainability and furniture leasing are growing trends within home and garden

International giant Ikea BV retains a clear lead; however, domestic players perform well, offering a balance of quality and affordable prices

E-commerce benefits from being a convenient shopping solution, with growth at the expense of store-based retailers

Higher disposable incomes will drive growth, however, the weak housing market and the rise of leasing will continue to be challenges

Overview

Why buy this report?

Samples (FAQs about samples):

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Table of Contents

Home and Garden in the Netherlands

EXECUTIVE SUMMARY

The favourable economic landscape drives value sales, however, growth in 2019 is challenged by the weak housing market

Plants for interior design, sustainability and furniture leasing are growing trends within home and garden

International giant Ikea BV retains a clear lead; however, domestic players perform well, offering a balance of quality and affordable prices

E-commerce benefits from being a convenient shopping solution, with growth at the expense of store-based retailers

Higher disposable incomes will drive growth, however, the weak housing market and the rise of leasing will continue to be challenges

MARKET DATA

CORONAVIRUS (COVID-19)

SOURCES

Gardening in the Netherlands

HEADLINES

PROSPECTS

Economic growth boosts sales, however growing urbanisation and smaller living spaces are set to challenge the gardening landscape

A focus on sustainability and campaigns to increase gardening benefits horticulture

E-commerce grows as a convenient shopping method in gardening, at the expense of store-based retailing

COMPETITIVE LANDSCAPE

Robomow remains competitive, introducing a new app that allows users to track their mowers progress through a smartphone or laptop

Intratuin Nederland maintains its lead, and plans to bring the physical and digital world together with its new store concepts

Private label is important in horticulture, whereas known players take the lead in gardening equipment

CATEGORY DATA

Home Furnishings in the Netherlands

HEADLINES

PROSPECTS

Growth is driven by LED lamps, barbecues and mattresses, all of which see high sales through e-commerce

The economy boosts sales, however the weak housing market limits value growth

As new players enter leasing, the concept could develop strongly over the forecast period, becoming a threat to sales of home furnishings

COMPETITIVE LANDSCAPE

No change at the top as Ikea BV leads home furnishings, followed by Mondial Keukens Benelux BV and Kwantum Nederland BV

Interior design app RoomAR uses augmented reality and artificial intelligence to offer personalised recommendations to consumers

Washin Chemical Industry shakes up the home paint landscape, launching a protective, peelable paint, easy for consumers to use

CATEGORY DATA

Home Improvement in the Netherlands

HEADLINES

PROSPECTS

The DIY consumer drives sales, however, a growing investment in professionals for home improvement threatens future growth

As less new homes are built, home improvement will be negatively impacted over the forecast period

Convenience, cleanliness and affordability drive sales in other floor covering, whereas carpets and tiles continue to decline

COMPETITIVE LANDSCAPE

Private label players perform well, benefiting from DIY consumers who often look for ways to renovate or maintain their homes while saving on costs

PPG Coatings Nederland and Akzo Nobel Decorative Coatings lead home paints, benefiting from strong reputations and discounted prices

Intergamma retains its lead through the strength of its private labels, as third-placed player Mohawk Industries leads the floor covering landscape

CATEGORY DATA

Homewares in the Netherlands

HEADLINES

PROSPECTS

Homewares increases in growth, with a demand for rental accommodation and an interest in home décor set to boost growth further over the forecast period

Consumers search for added value in homewares, but often reach for the cheapest solutions

Loyalty programmes boost volume sales by offering exclusive discounts and deals to members

COMPETITIVE LANDSCAPE

Ikea BV retains its lead in homewares, benefiting from a wide range of goods and home solutions, offered at affordable price points

Domestic players Mepal and Sola grow, offering quality yet affordable homeware products to consumers

Reusable beeswax wraps offer households a sustainable, eco-friendly innovation for everyday food storage

CATEGORY DATA

Why buy this report?

Want to find out more about this report?

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