Table of Content

Home and Garden in Japan
Euromonitor International
May 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on home and garden
COVID-19 country impact
Company response
Retailing shift
What next for home and garden?
MARKET DATA
Table 1 Sales of Home and Garden by Category: Value 2015-2020
Table 2 Sales of Home and Garden by Category: % Value Growth 2015-2020
Table 3 NBO Company Shares of Home and Garden: % Value 2016-2020
Table 4 LBN Brand Shares of Home and Garden: % Value 2017-2020
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2015-2020
Table 6 Distribution of Home and Garden by Format: % Value 2015-2020
Table 7 Distribution of Home and Garden by Format and Category: % Value 2020
Table 8 Forecast Sales of Home and Garden by Category: Value 2020-2025
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Dynamic growth as younger consumers take up a new hobby
Targeting the younger generation to drive growth
K?rcher maintains its lead but loses share
RECOVERY AND OPPORTUNITIES
Some loss of sales expected, but not to the 2019 level
Players will attempt to retain or attract the younger customer base
Maintaining interest amongst the older generation
CATEGORY DATA
Table 10 Sales of Gardening by Category: Value 2015-2020
Table 11 Sales of Gardening by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Gardening: % Value 2016-2020
Table 13 LBN Brand Shares of Gardening: % Value 2017-2020
Table 14 Distribution of Gardening by Format: % Value 2015-2020
Table 15 Forecast Sales of Gardening by Category: Value 2020-2025
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 contributes to higher growth rates in some categories...
...but declines in others, especially those with high prices
Nitori extends its lead and acquires Shimachu
RECOVERY AND OPPORTUNITIES
High sales of home office furniture set to be maintained
Slow uptake of the smart home concept
Physical stores will remain important despite the rise of e-commerce
CATEGORY DATA
Table 17 Sales of Home Furnishings by Category: Value 2015-2020
Table 18 Sales of Home Furnishings by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Home Furnishings: % Value 2016-2020
Table 20 LBN Brand Shares of Home Furnishings: % Value 2017-2020
Table 21 LBN Brand Shares of Light Sources: % Value 2017-2020
Table 22 Distribution of Home Furnishings by Format: % Value 2015-2020
Table 23 Forecast Sales of Home Furnishings by Category: Value 2020-2025
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Return to strong growth due to willingness to do basic DIY jobs
Targeting different consumer groups to maximise the consumer base
Power tools players hold leading positions in home improvement
RECOVERY AND OPPORTUNITIES
Sales deterioration expected after an exceptional year in 2020
Stronger competition expected between distribution channels
Need for investment in digitalisation by home centres
CATEGORY DATA
Table 25 Sales of Home Improvement by Category: Value 2015-2020
Table 26 Sales of Home Improvement by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Home Improvement: % Value 2016-2020
Table 28 LBN Brand Shares of Home Improvement: % Value 2017-2020
Table 29 Distribution of Home Improvement by Format: % Value 2015-2020
Table 30 Forecast Sales of Home Improvement by Category: Value 2020-2025
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Dynamism as COVID-19 leads to more time spent at home
Growth driven by food storage and e-commerce
Nitori focuses on offering quality at reasonable prices
RECOVERY AND OPPORTUNITIES
As COVID-19 is controlled, sales are set to fall
Opposing pressures on the category moving forward
Greater competition in e-commerce as more players move online
CATEGORY DATA
Table 32 Sales of Homewares by Category: Value 2015-2020
Table 33 Sales of Homewares by Category: % Value Growth 2015-2020
Table 34 Sales of Homewares by Material: % Value 2015-2020
Table 35 NBO Company Shares of Homewares: % Value 2016-2020
Table 36 LBN Brand Shares of Homewares: % Value 2017-2020
Table 37 Distribution of Homewares by Format: % Value 2015-2020
Table 38 Forecast Sales of Homewares by Category: Value 2020-2025
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2020-2025