Home renovations showed no signs of slowing down in New Zealand in 2021. In addition to the initial rise in demand for home office furniture in line with remote working measures, bathrooms and kitchens have witnessed increasing demand, particularly as the kitchen is the main hub of the home in the country.
As lockdowns reduced the potential to socialise in public settings, including foodservice, local consumers have been looking for ways to maximise their space, including the creation of multiple outdoor areas which allow socially distanced gatherings. Consumers’ outdoor spaces are therefore being designed to make room for everyone by creating different zones for adults and children, whereby they can relax or find a place to enjoy various activities such as gardening in an attempt to address the tedium of home seclusion.
As consumer lifestyles and preferences have shifted to favouring the convenience and ease that e-commerce can provide, demand for home and garden products online has also increased, leading to dynamic growth rates for both home improvement and gardening e-commerce and homewares and home furnishings e-commerce in 2020 and 2021. The pandemic was a trial driver for e-commerce for many new customers who had not shopped online prior to the emergence of COVID-19, and many of these new adopters will continue to prefer the online channel even after the threat of the pandemic wanes.
The “shop local” trend is likely to continue to gain momentum as consumers increasingly shift to purchasing “Made in New Zealand” items. This trend has been driven by social media platforms and businesses including retailers and banks, and has been perceived as a strategy to save and revive the local economy.
During the Level 4 restrictions, local consumers panic-bought seeds to grow their own food due to fears that there might be a complete lockdown, even of grocery retailers. Following this, staying at home increased the desire among New Zealanders to grow their own food, leading to a notable increase in sales of seeds, seedlings and fruit trees in addition to herbs due to the home-cooking trend, benefiting sales of home improvement and gardening stores.
One of the effects of the lockdown has been a greater move from urban, apartment dwellings to more spacious homes with gardens, especially for families as New Zealanders yearned for greater freedom and social distancing. This trend is likely to continue over the forecast period as consumers have had the time to re-evaluate their lives during the pandemic, and will result in an increase in the demand for home and garden furniture and supplies necessary to support further hybrid working patterns.
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Understand the latest market trends and future growth opportunities for the Home and Garden Specialist Retailers industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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