Home and Garden in Asia Pacific

June 2024

The Asia Pacific home and garden market, having seen a pan-regional decline in 2020 due to COVID-19, suffered again in 2022, as case numbers surged across China, after the recovery seen in 2021. However, most countries were recording positive growth in 2023, with India and Indonesia expected to be driving the regional performance over the forecast period, even if China and Japan will be underperforming in the coming years.

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This report comes in PPT.

Key findings

Gardening performing strongly in China

Gardening has been a strong performer in recent years in China, with this expected to continue in the coming years. Chinese consumers have become more interested in their gardens, with the continued popularisation of gardening activities like vertical farming, grow-your-own-food and balcony planting, among others, helping to drive growth in this category.

Sustainability trend driving usage of bamboo utensils in Indonesia

Sustainability is a key trend in Indonesia’s home and garden market. For example, in homewares fibre-based or bamboo utensils are increasingly gaining favour over plastic variants. This is driven by both environmental awareness and health trends, as sustainable materials are also perceived as being healthier to use when cooking and eating food.

Remote working trend boosts demand for home office furniture in Japan

Demand for home office furniture in Japan received a strong boost from the work-from-home trend in the pandemic, particularly in 2020. This category is expected to be one of the better performers in the country’s home and garden market over the forecast period as the remote working trend continues to be seen in post-pandemic Japan.

Home products specialists continue to dominate sales

Although e-commerce has grown to reach a 16% retail value share in home and garden in Asia Pacific, home products specialists still dominate sales, with a 65% share. Many consumers still prefer a tactile shopping experience so they can physically inspect and compare products before making a purchase, also tapping into the knowledge and advice of in-store staff.


Key findings
Gardening the smallest category, but the best performer in recent years
Asia Pacific the only region recording positive sales growth in 2023
Modest growth rates expected in the coming years for home and garden sales
China racks up massive review period losses in the home furnishings category
Gardening the best performer over the 2018-2023 period
Gardening makes gains over 2018-2023, but home furnishings sees major losses
Modest growth in China, but continued decline in Japanese sales
Sustainability trend being seen in India and Indonesia
Retail e-commerce continues gaining share in home and garden…
…but home products specialists remain the dominant retail distribution force
Home and garden is a fragmented market, particularly in China
Leading player IKEA has a share of just 1%
China the biggest market for the majority of the top 10 players in the region
Nippon Paint moves up the rankings in 2023
India will contribute more than half of the expected new sales over 2023-2028
Sustainable products expected to continue gaining favour
China: Market Context
China: Competitive and Retail Landscape
Hong Kong, China: Market Context
Hong Kong, China: Competitive and Retail Landscape
India: Market Context
India: Competitive and Retail Landscape
Indonesia: Market Context
Indonesia: Competitive and Retail Landscape
Japan: Market Context
Japan: Competitive and Retail Landscape
Malaysia: Market Context
Malaysia: Competitive and Retail Landscape
Philippines: Market Context
Philippines: Competitive and Retail Landscape
Singapore: Market Context
Singapore: Competitive and Retail Landscape
South Korea: Market Context
South Korea: Competitive and Retail Landscape
Taiwan: Market Context
Taiwan: Competitive and Retail Landscape
Thailand: Market Context
Thailand: Competitive and Retail Landscape

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.

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