Where Consumers Shop for Home and Garden

Delivery

This report comes in PPT.

Key Findings

Homewares sees increased demand from consumers worldwide due to rise in home cooking trend

Pre-pandemic, the retail market for homewares and home furnishings was significant, especially due to high-value items like sofas and beds. However, compared to home improvement and gardening, the category experienced a steeper decline after the pandemic due to reduced demand. Despite this, homewares, particularly cookware and small utensils, performed well, particularly driven by the growing home cooking trend and change in diets.

Major brands are increasingly investing in marketplaces to improve their online presence

Home and garden brands are increasingly creating their own online marketplaces or partnering with established platforms such as Amazon, Shopee, and Alibaba to expand their digital footprint. By investing in these marketplaces, brands such as IKEA, Lowe’s etc are using advanced logistics, data insights, and targeted marketing strategies to boost sales and strengthen their market presence.

Focus on boosting female participation in DIY projects leads brands to launch targeted campaigns

Home and garden brands are increasingly targeting women and children in their marketing efforts to promote their products, recognising their growing influence in household decision-making. This focus has led to more products designed with women in mind, especially tools and DIY kits, encouraging greater female participation in home improvement projects. Additionally, brands are launching child-friendly furniture, homewares and garden seeds, as they seek segments to chase growth during stagnation.

Rising urbanisation and compact living spaces drive the demand for minimalistic furniture globally

Consumers are increasingly drawn to minimalistic furniture, favouring sleek, simple designs that prioritise functionality and space efficiency. This growing demand is prompting brands to focus on creating versatile, space-saving products such as modular units and foldable designs, that fit seamlessly into compact living environments and cater to consumer preferences for convenience and style.