After strong growth in 2020, the category saw declining sales in 2021. With pandemic restrictions and more time spent at home in 2020, consumer invested in their homes and had more time to spend on DIY projects.
Property sales in Denmark continued to increase in 2021, with the total number of sales in the first half of the year up 35% compared to same period in 2020, according to Statistics Denmark data. Although home and garden specialist retailers saw a small decline in sales in 2021, the positive development in the property market helped support category sales, preventing a stronger decline in the year.
Competition in the online segment continued to increase for homewares and home furnishing players. The two leading players, Ikea and Jysk, continued to compete to offer customers not only the best selection and prices, but also the most favourable shopping terms.
After a correction with negative growth in 2021 and 2022 following the strong growth in 2020 when consumers invested in home improvement during the COVID-19 pandemic, the category is set to see moderate growth over the rest of the forecast period. This is partly due to strong growth in e-commerce, which benefits from its offer of convenience, improved websites and efficient delivery services, and as players focus even more on improving or building their e-commerce platforms and offerings.
Danish consumers are becoming increasingly concerned about the environmental impact of their purchasing decisions. This also includes home and garden where sustainable furniture in particular is becoming more important as shoppers look for furniture made from recycled or sustainably-sourced materials.
With the expected continued growth of e-commerce, as well as increasing competition in retail sales, it is expected that consolidation will continue in home and garden specialist retailers over the forecast period with the big players opening in more locations whilst some of the smaller independent players go out of business. It is consequently projected that the total number of retail outlets in the channel will decline over the forecast period.
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Understand the latest market trends and future growth opportunities for the Home and Garden Specialist Retailers industry in Denmark 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.
If you're in the Home and Garden Specialist Retailers industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of homewares and home furnishing stores and home improvement and gardening stores. Business-to-business sales are excluded.See All of Our Definitions
This report originates from Passport, our Home and Garden Specialist Retailers research and analysis database.
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