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Home and Garden in the United Kingdom
May 2022
Home and garden in 2021: The big picture
Home and garden in the UK experienced a strong positive growth spike in 2021, with gains across all categories, including some impressive double-digit growth rates that reflect the demand drivers for the year. The main macro factors include the boom in the housing market, creating significant demand for home upgrade projects, with kitchen renovations standing out as the most prevalent.
2021 key trends
Remote working increased from 27% of the UK workforce pre-pandemic, to 37% by 2020, reaching 45% in 2021. Home occupancy has consistently been twice the levels observed pre-pandemic, and there are multiple consequences visible in the data for behaviour and changes in spending patterns.
Competitive landscape
DFS Furniture Co Ltd was by far the fastest growing player in home furnishings in 2021, due to investments in e-commerce ahead of and during the pandemic that meant that it was well-placed to address online fulfilment. While leading player Ikea Ltd grew in line with the category and retained stable value share, second-ranked DFS Furniture regained lost ground to surpass pre-pandemic levels.
Retailing developments
The designation of essential versus non-essential retail in the UK will have a long-lasting legacy for impacts and for psychology. If a retailer was deemed essential in 2020 they would “only” be trying to catch-up from an 8% trading time impact from forced store closures (ignoring seasonality), with no forced closures in 2021.
What next for home and garden?
2021 was mostly marked by dynamic growth rates and opportunities for home and garden, with the forecast period also offering a degree of optimism in terms of further sales growth overall. However, 2022 faces many pressures related to demand drivers resetting to levels that reflect the political and commercial intent in a post-pandemic world, which creates a near flat expectation versus 2021 (in constant terms, without inflation).
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Overview:
Understand the latest market trends and future growth opportunities for the Home and Garden industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Gardening
Home Furnishings
Home Improvement
Homewares
If you're in the Home and Garden industry in United Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home and Garden in United Kingdom report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Home and Garden in United Kingdom?
Which are the leading brands in Home and Garden in United Kingdom?
How are products distributed in Home and Garden in United Kingdom?
How is the rise of e-commerce changing the retail and competitive landscape?
Have home seclusion and social distancing measures following COVID-19 benefited sales of Home and Garden?
Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Home and Garden?
Where is future growth expected to be most dynamic?
Home and Garden in the United Kingdom
EXECUTIVE SUMMARY
Home and garden in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home and garden?
MARKET DATA
Table 1 Sales of Home and Garden by Category: Value 2016-2021Table 2 Sales of Home and Garden by Category: % Value Growth 2016-2021Table 3 NBO Company Shares of Home and Garden: % Value 2017-2021Table 4 LBN Brand Shares of Home and Garden: % Value 2018-2021Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2016-2021Table 6 Distribution of Home and Garden by Format: % Value 2016-2021Table 7 Distribution of Home and Garden by Format and Category: % Value 2021Table 8 Forecast Sales of Home and Garden by Category: Value 2021-2026Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Gardening in the United Kingdom
KEY DATA FINDINGS
2021 DEVELOPMENTS
Retaining novice gardeners is the key driver defining growth or decline for gardening
“Staycation” effect boosts performance in first half of 2021, with investments in socialising, grow-your-own, flowering and play areas
Closure of non-essential garden centres open the door to a more diverse channel structure and benefiting e-commerce
PROSPECTS AND OPPORTUNITIES
Grow-your-own fruit, vegetables and microgreens continues as a gentle underlying growth driver for gardening
Strong spike in indoor plants, especially in urban areas, offers greater longer-term demand for pots and planters
Peat-free compost penetration to rise in response to UK regulation
CATEGORY DATA
Table 10 Sales of Gardening by Category: Value 2016-2021Table 11 Sales of Gardening by Category: % Value Growth 2016-2021Table 12 NBO Company Shares of Gardening: % Value 2017-2021Table 13 LBN Brand Shares of Gardening: % Value 2018-2021Table 14 Distribution of Gardening by Format: % Value 2016-2021Table 15 Forecast Sales of Gardening by Category: Value 2021-2026Table 16 Forecast Sales of Gardening by Category: % Value Growth 2021-2026
Home Furnishings in the United Kingdom
KEY DATA FINDINGS
2021 DEVELOPMENTS
Home seclusion boosts furnishing sales to marked recovery in 2021
Outdoor furniture leads growth for locked down consumers
DFS Furniture records dynamic performance in 2021
PROSPECTS AND OPPORTUNITIES
Inflationary pressures force price hikes and restrain growth potential
Lifestyle changes push new opportunities in furniture rental and resale
E-commerce will be a growing influence on the category once again
CATEGORY DATA
Table 17 Sales of Home Furnishings by Category: Value 2016-2021Table 18 Sales of Home Furnishings by Category: % Value Growth 2016-2021Table 19 NBO Company Shares of Home Furnishings: % Value 2017-2021Table 20 LBN Brand Shares of Home Furnishings: % Value 2018-2021Table 21 LBN Brand Shares of Light Sources: % Value 2018-2021Table 22 Distribution of Home Furnishings by Format: % Value 2016-2021Table 23 Forecast Sales of Home Furnishings by Category: Value 2021-2026Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2021-2026
Home Improvement in the United Kingdom
KEY DATA FINDINGS
2021 DEVELOPMENTS
Booming house market drives up demand for home improvement
Creating home offices adds to furniture spend, but is also a visible driver of home improvement with demand for specific flooring and home paint
E-commerce growth accelerates in 2021 with long-term investments in fulfilment and delivery having a greater impact in second pandemic year
PROSPECTS AND OPPORTUNITIES
After a 2022 correction, ongoing pressures will create new novice DIYers, leading to solid growth over forecast period
One small cloud expected to impact 2022 is the predicted decline in property transactions
Limited need for new home offices following previous investments, driving early drop in sales
CATEGORY DATA
Table 25 Sales of Home Improvement by Category: Value 2016-2021Table 26 Sales of Home Improvement by Category: % Value Growth 2016-2021Table 27 NBO Company Shares of Home Improvement: % Value 2017-2021Table 28 LBN Brand Shares of Home Improvement: % Value 2018-2021Table 29 Distribution of Home Improvement by Format: % Value 2016-2021Table 30 Forecast Sales of Home Improvement by Category: Value 2021-2026Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2021-2026
Homewares in the United Kingdom
KEY DATA FINDINGS
2021 DEVELOPMENTS
Led by stove top cookware, homewares sees accelerated recovery
E-Commerce remains resilient despite return to physical retail
PROSPECTS AND OPPORTUNITIES
Category sales to stabilise as spike in demand dissipates
Sustainability to become growing competitive influence
Growing participation expected from apparel and footwear entrants
CATEGORY DATA
Table 32 Sales of Homewares by Category: Value 2016-2021Table 33 Sales of Homewares by Category: % Value Growth 2016-2021Table 34 Sales of Homewares by Material: % Value 2016-2021Table 35 NBO Company Shares of Homewares: % Value 2017-2021Table 36 LBN Brand Shares of Homewares: % Value 2018-2021Table 37 Distribution of Homewares by Format: % Value 2016-2021Table 38 Forecast Sales of Homewares by Category: Value 2021-2026Table 39 Forecast Sales of Homewares by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Home and Garden
Bathroom and Sanitaryware
Carpets
Floor Tiles
Wooden Flooring
Other Floor Covering
Hand Tools
Hardware
Lacquer and Varnish
Decorative Paint
Kitchen Sinks
Corded Drills
Cordless Drills
Other Corded Power Tools
Other Cordless Power Tools
Wall Tiles
Wallpaper
Other Home Improvement
Fertiliser
Soil
Pest Control
Herbicides
Gardening Hand Tools
Gardening Power Tools
Walk Power Lawn Mowers
Riding Lawn Mowers
Robotic Lawn Mowers
Watering
Indoor Plants
Seeds
Other Horticulture
Pots and Planters
Other Gardening
Beverageware
Cutlery
Dinnerware
Ovenware
Stove Top Cookware
Food Storage
Kitchen Utensils
Bath Textiles
Bed Textiles
Kitchen and Dining Textiles
Living Room Textiles
Rugs
Beds
Chests of Drawers
Mattresses
Wardrobes
Dining Furniture
Home Office Furniture
Kitchen Furniture
Living Room Furniture
Sofa Beds
Other Sofas
Other Sitting Furniture
Storage Furniture
Other Indoor Furniture
Blinds
Curtains
Charcoal Barbecues
Electric Barbecues
Gas Barbecues
Outdoor Furniture
Lighting Fixtures
Incandescent Lamps
Halogen Lamps
Linear Fluorescent Lamps (LFL)
Compact Fluorescent Lamps (CFL)
Light-Emitting Diode Lamps (LED)
Home and Garden
This project has a strict focus on sales to consumers only. Trade and professional sales are excluded. Home and garden refers to gardening, home improvement, homewares and home furnishings.