The World Market for Home and Garden

Strategy Briefing

About This Report

Apr 2019

Voice assistants such as Amazon Alexa and Google Assistant will further embed the smart home within consumer lifestyles, while 2018/2019 will be a watershed for direct-to-consumer brands in the home and garden industry. Sustainability will transition from niche to critical in the strategies of home and garden players, while millennials become parents, triggering new home and garden purchases for their children.

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The World Market for Home and Garden

Key Findings

Voice assistants bring the smart home even closer

Smart home products go beyond watering and lighting, expanding into food storage, stove-top cookware and indoor gardening.

Growing consumer appetite for sustainable products

Home and garden suppliers and retailers recognise consumer demand for sustainable products and practices.

Millennials as parents: opportunities for home and garden players

Millennials are moving into the next life stage of adulthood: buying homes and becoming parents. Millennials as parents trigger new home and garden purchases for their children.

2019 is the year for direct-to-consumer brands in home and garden

Direct-to-consumer brands are emerging in new subcategories, and also help to drive online sales. D2C brands are also looking at offline expansion opportunities

Time-poor consumers seeking out one-stop-shop solutions

Do-it-for-me behaviour means consumers are increasingly looking for value-added services from home and garden retailers and suppliers.

Introduction

Scope
Examining five trends shaping home and garden
Areas of opportunity

Global Outlook

Slight dip in 2018 due to Western Europe’s Brexit uncertainty
Home and garden in context
European and North American markets lead in per capita terms in 2018
Eurozone to exhibit almost flat forecast home and garden growth
Home improvement gains speed as consumers look to renovate
Brazil’s recovery boosts demand for home and garden products
Internet retailing the fastest growing distribution channel

Leading Companies and Brands

Developing regions showcase higher levels of fragmentation
Home furnishings retailers battle for top spot in home and garden
Ikea the undisputed leader in home and garden

Top Five Trends Shaping the Industry

Megatrends shaping home and garden globally
Examining five trends shaping home and garden
Voice assistants bring the smart home even closer
Growing consumer appetite for sustainable products
Millennials as parents: opportunities for home and garden players
2019 is the year for direct-to-consumer brands in home and garden
Time-poor consumers seek one-stop-shop solutions

Market Snapshots

Global snapshot of gardening
Global snapshot of home improvement
Global snapshot of homewares
Global snapshot of home furnishings
Regional snapshot: Asia Pacific
Regional snapshot: Australasia
Regional snapshot: Eastern Europe
Regional snapshot: Latin America
Regional snapshot: Middle East and Africa
Regional snapshot: North America
Regional snapshot: Western Europe