Where Consumers Shop for Home and Garden

Delivery

This report comes in PPT.

Key Findings

A stronger “home as sanctuary” trend has been driving growth

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.

New segment of young DIYers embarked on home improvement

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.

Acceleration of e-commerce

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.

Physical retail betting on services

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.