In 2024, Japan’s home and garden market witnessed mixed performances across the various categories. For instance, homewares and home furnishings experienced growth in current value terms in 2024, supported by urbanisation, the shift to smaller living spaces, and an increased focus on aesthetics, multifunctionality, and sustainable living.
In Japan’s home and garden market, pragmatic differentiation is a key driver of performance, as brands adapt to increasingly constrained living spaces with compact, multifunctional, and smart solutions. This is evident in the surge of demand for modular furniture, space-saving bathroom fixtures, and compact kitchenware that aligns with Japan’s urban lifestyle.
Nitori Co Ltd remained the leading company in home and garden in 2024, driven by its strong position in homewares and indoor living. The company’s success stems from its focus on affordable, space-efficient, and multifunctional products that align with the needs of Japan’s large urban population.
In 2024, non-grocery retailers, particularly home products specialists, remained the dominant distribution channel across all major home and garden categories in Japan, including gardening, home furnishings, home improvement, and homewares. Retailers like Nitori, Cainz, Komeri, and Tokyu Hands have adapted to changing consumer preferences by offering diverse, space-efficient, and multifunctional product lines.
Over the forecast period, Japan’s home and garden market is set to reflect a blend of evolving consumer values emphasising sustainability, compact living, and wellness alongside shifting economic and demographic realities. In gardening, eco-friendly trends and the rise of urban and indoor gardening should sustain demand, especially for categories like horticulture, growing media, and plant protection, with innovations such as smart gardening tools and organic solutions attracting younger, eco-conscious consumers.
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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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