Overall home and garden in Japan saw a slight decline in current value terms in 2023, due to an increase in inflation, which dissuaded some consumers from purchasing such products. However, some categories continued to grow, as consumer confidence in Japan increased due to higher employment rates, with some people therefore having more disposable income to spend on their homes and outdoor spaces.
In 2023, one of the key trends witnessed in home and garden was a steady increase in the popularity of barbecues. This can be attributed to the cultural admiration for US traditions, with barbecuing becoming a beloved summer pastime known as yakiniku.
Ikea witnessed an acceleration of its performance and an increase in its brand share in many home and garden categories in Japan in 2023. Ikea’s popularity in Japan stems from its careful return to the market, acknowledging shifts in consumer perception towards quality and affordability.
Despite the continued preference for shopping via offline channels in Japan, the shift to retail e-commerce is increasingly noticeable, especially in gardening. The convenience of online shopping allows consumers to access a wider range of gardening supplies from the comfort of their home, along with competitive pricing and promotions that enhance affordability.
In the forecast period, home and garden in Japan is expected to witness slow and stable current value growth. The growing workforce and migration to cities with ample employment opportunities will support long-term demand for renting, contributing to the positive outlook for home and garden in Japan.
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Understand the latest market trends and future growth opportunities for the Home and Garden industry in Japan 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 Japan, 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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