In 2024, home and garden in Indonesia recorded solid value growth, fuelled by rapid urbanisation, government-led housing projects, and a growing middle class seeking to upgrade their living environments. Gardening experienced ongoing interest as urban residents embraced rooftop and balcony gardening to promote sustainability, wellness, and air quality in dense cities, while home improvement gained momentum alongside the DIY culture and digital retail access, supported by expanded offerings from both large brands and mass-market chains.
In 2024, home and garden witnessed shifting competitive dynamics as local brands and digital-first players gained momentum across categories. Online-native brands such as Offo Living and Dekoruma increasingly appeal to millennials with curated furniture collections and personalised online experiences, while eco-conscious local labels and artisans capture niche demand in homewares through biodegradable products made from bamboo, teak, and coconut wood.
In 2024, Signify Indonesia PT (with its Philips brand) maintained its overall leadership of home and garden in Indonesia by focusing on smart, energy-efficient, and eco-friendly home furnishing solutions. Its smart lighting systems, including customisable LED options and app-controlled features such as WiZ Smart Lighting, appeal to tech-savvy and environmentally-conscious consumers.
In 2024, home products specialists continued to dominate distribution of home and garden in Indonesia, driven by evolving consumer lifestyles, the rise of DIY culture, and a growing desire to connect with nature. Retailers such as Ace Hardware, MR.
Value sales of home and garden (at constant 2024 prices) are expected to experience a temporary slowdown in growth compared to 2024, largely due to economic uncertainties, fluctuating raw material prices, and more cautious consumer spending across big-ticket home categories. While categories such as home furnishings and homewares may see softer demand, driven by market saturation and maturity in urban centres, eco-friendly gardening, smart tools, and multifunctional furniture are expected to show resilience.
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Understand the latest market trends and future growth opportunities for the Home and Garden industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
If you're in the Home and Garden industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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.
See all of our definitionsThis report originates from Passport, our Home and Garden research and analysis database.
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