Where Consumers Shop for Home and Garden

November 2022

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.

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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.

 

Scope
Key findings
Industry developments: Home and garden
“Home as a sanctuary” trend
Regional market details
Geopolitical conflict and inflation exert pressure on demand growth
The many drivers of inflation within home and garden
The key opportunities for manufacturers
Channel shifts: Store vs non-store
Channel shift by category and region
Digitalisation of home and garden
Path to purchase over three basic steps
Developments in “awareness” social sharing
Cases studies in “awareness” social sharing
Key takeaways: Awareness
Developments in “consideration”
Multibrand and marketplace retailers gain influence
Cases studies in consideration - multibrand
Technological developments
AR applications aim to end postponed purchases
Cases studies in consideration - technology
Key takeaways: Consideration
Physical retailers to retain critical role along path to purchase
Social commerce takes an influential role
Cases studies in purchase: social commerce
Click-and-collect fulfilment merges utility of physical and digital retail
Cases studies in purchase: successful fulfilment process
Cases studies in purchase: click-and-collect option
Key takeaways: Purchase
Store-based retailing continues to dominate the home and garden industry
Specialist retailers inspiring a shopping experience, faced with a rising tide of inflation
Why consumers go into physical stores
Getting consumers back through the doors of home and garden outlets
Leading companies in home and garden specialist retailers
Role of modern grocery retailing in home and garden
Emerging regions are increasing private label sales
Private label in the home and garden industry
Non-store snapshot
Digital transformation across the path to purchase in home and garden
Online shopping motivations
Internet retailing by category
North America leading the way in e-commerce
Last mile
Embracing e-commerce and last mile services in the home and garden industry
Still potential for e-commerce to grow significantly
Industry prospects
Forecast channel development
Key takeaways

Home and Garden

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.

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