World Market for Home Improvement and Gardening

July 2021

Home seclusion brought on by the 2020 global pandemic has renewed consumer interest in home improvement and gardening as both a means to improve the function of the home and as a form of recreation. However, a tepid industry response to changing consumer demands may see much growth potential go unmet. However, as industry sales recover alongside gradual reopening, dynamic change is forecast for the industry’s competitive landscape with new commercial opportunities for savvy players.

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Ongoing market developments accelerated by the events of 2020

The home-bound hobby effect

The events of 2020 are expected to produce a lasting increase in consumer interest in and confidence with home improvement and gardening, particularly among younger consumers. However, a tepid industry response to new consumer trends will see a notable proportion of growth potential go unmet.

Tech-enabled time-savers target new consumer demands

Automated time-saving technologies such as smart gardens will face rising challenges in achieving scale beyond early adopters and in finding a market position distinct from either gardening or consumer electronics.

Evolving path to purchase in home improvement and gardening

Marketplace and multibrand e-commerce is expected to take an increasingly influential role within the competitive landscape of home improvement and gardening; boosting the uptake of e-commerce and gradually increasing the commercial relevance of private label.

 

Introduction

Scope
Ongoing market developments accelerated by the events of 2020

Global Overview

Home and garden records relatively muted pandemic performance
Home improvement and gardening to see renewed consumer demand
Marked regional split in pandemic performance of home improvement
US sustains traditional lead in per household sales
Home seclusion reinvigorates sales in developed markets
Reversals in forecast sales performance expected for key markets
E-commerce sales see notable spike during pandemic
Consolidation through crisis in home improvement and gardening retail

Leading Companies and Brands

Ongoing concentration in competitive landscape expected to continue
Sherwin-Williams leads growth in demand for paint and ‘light DIY’

Leading companies and brands

Home paint leaders dominate brand sales growth across the industry

Top Three Trends Shaping the Industry

Ongoing market developments accelerated by the events of 2020
Home-bound hobby effect provides short-lived boost to sales
Developed market consumers drive demand for ‘light DIY’ in 2020…
…with marked regional disparities between current and forecast periods
Global gardening sales lifted to historic peak in 2020
Home-bound hobby effect forecast to lose steam
Tech-enabled time-savers target new consumer demands
Smart garden solutions to see challenges achieving scale
Evolving path to purchase in home improvement and gardening
E-commerce multibrands to continue expansion
Multibrands and marketplaces take on an influential competitive role

Market Snapshots

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