While shifts in retail distribution of home and garden products were already on the agenda pre-pandemic, 2021 saw a sharpening of the focus on diversity of shopping platforms and the need to adapt logistics and brand engagement to the surge in e-commerce, digital tools and services. As the retail channel landscape continues to evolve post-pandemic, new businesses, as well as established players, will need to continue to adapt to evolving consumer preferences along the shopping journey.
This report comes in PPT.
In a world that feels increasingly beyond our control, the need for strong control inside the home environment is manifesting around accelerated “nesting” psychologies. This impacts homewares and home furnishings most visibly in the sleep health trend driving mattresses, bedding, and a wider sleep ecosystem, and the healthy eating trend driving growth in cookware, with more home-cooked meals linked to a growth in cooking and baking skills.
This segment resets Millennial stereotypes over DIY/DIFM usage that are badly out of touch, while changing the demographics for the largest product target audience. This requires a rethink of product, sales, store, technology and communications strategies to cater to this group and build plans for retaining these shoppers in the DIY sector.
E-commerce is leading the way in non-store channels, with consumers turning to the format during the pandemic and expected to keep using it in the years thereafter. Heavy investments from retailers coupled with innovation in terms of new businesses utilising the platform leads to significant potential for further growth among home and garden products over the forecast period.
To resist the shift to e-commerce, physical stores are innovating. They have implemented innovative in-store services strategies, such as extended warranty options, store payment plans, an interactive experience and professional consultation from staff. Easy-access pick-up locations are also available to drive online traffic back to physical stores.
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.See All of Our Definitions
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