Home and garden recorded positive growth in 2018 despite the ongoing uncertainties over the UK’s future economic environment, consumers’ reluctance to spend on non-essential projects, and the slowdown in the premiumisation trend for many categories. Innovation which allows convenience and time-saving is a driving force behind the positive development of areas such as home improvement, with cordless power tools showing a great performance as manufacturers’ efforts to increase their products’ range of ability have been well received by consumers.
The uncertainty surrounding political advancement on a Brexit deal has left manufacturers worried about the outcome – the effects it will have on the economy and the possible solutions for the supply chain issues that may arise. Although the economy seemed to recover in 2018 from the initial slowdown throughout 2017, costs of production continued to rise for players in the industry, which caused unit prices to increase, resulting in positive value growth in overall home and garden.
The level of fragmentation in home and garden remained high in 2018, with retailers offering large ranges of products that appeal to UK consumers’ preference to go to one location for all of their needs. The industry is incredibly competitive although the biggest winner in 2018 was Ikea Ltd, which continued to lead a range of home and garden categories, including home furnishings, indoor plants and kitchenware.
Internet retailing maintained its significant growth momentum in home and garden in 2018, even though the majority of products continue to be purchased through home and garden specialist retailers. Consumers are increasingly turning to internet retailing to make their purchases as it allows easier research about the products from a single platform, reducing the browsing time necessary.
Home and garden is expected to continue its positive growth in current value terms over the forecast period, driven by the positive trends witnessed in the UK. The importance placed on healthy living is driving growth in homewares, and other aspects, such as mattresses, are cutting the replacement cycles for many products as consumers wish to be at the forefront of these trends.
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This industry report originates from Passport, our DIY and Gardening market research database.