Home and garden in 2024: The big picture
In 2024, sales of home and garden products in China saw significant growth across several key categories. Gardening products experienced a surge in interest in urban areas, driven by limited outdoor space and a growing focus on sustainable living, while sales were also supported by government policies promoting urban agriculture.
2024 key trends
In 2024, China's home and garden market experienced notable shifts across various categories. Under horticulture, indoor plants saw steady growth, driven by a desire for aesthetic and calming home environments, with e-commerce platforms like Taobao facilitating access to a wide variety of plants.
Competitive landscape
Oppein Home Group Inc remained the leading player in home and garden in China in 2024, with its flagship brand, Oppein, leading the way. The company’s comprehensive portfolio, spanning both indoor and outdoor furnishings, has positioned it at the forefront of a market that is increasingly focused on home furnishings and personalisation.
Retail developments
In 2024, non-grocery retailers remained the leading distribution channel within China's home and garden market, though the channel’s share experienced a slight decline due to the growing shift towards online shopping and the convenience of e-commerce platforms. In gardening, traditional retail formats such as home improvement and gardening stores continued to dominate, as consumers preferred to evaluate plants, seeds, and tools in person while seeking expert advice.
What next for home and garden?
Home and garden in China is expected to see flat growth in value terms (at constant 2024 prices) with mixed performances expected across its core categories. Gardening is set to be the most dynamic category, supported by rising eco-consciousness, urbanisation, and the popularity of compact, smart gardening tools and online retailing.
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Overview:
Understand the latest market trends and future growth opportunities for the Home and Garden industry in China 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:
- Gardening
- Home Furnishings
- Home Improvement
- Homewares
If you're in the Home and Garden industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home and Garden in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home and Garden in China?
- Which are the leading brands in Home and Garden in China?
- How are products distributed in Home and Garden in China?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Home and Garden?
- Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Home and Garden?
- Where is future growth expected to be most dynamic?
Home and Garden in China
Home and garden in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for home and garden?
DISCLAIMER
Home Improvement in China
KEY DATA FINDINGS
Home improvement sales decline in 2024 due to struggling property market
Nippon Paint extends its lead in home improvement in 2024 while Seagull soars
E-commerce and grocery retailers gain ground in home improvement
Sales set to contract amid housing slump with kitchen sinks one of the few bright spots
E-commerce to redefine home improvement in China through innovation and omnichannel integration
Innovation expected to focus on delivering greener and healthier products
Gardening in China
KEY DATA FINDINGS
Gardening gains ground in China amid growing demand for sustainable and self-reliant living
Hongyue leads gardening through strategic alliances and digital innovation
Home products specialists dominate gardening sales but e-commerce on the rise
Eco-conscious urban living set to drive growth in China's gardening market
AI-driven DTC growth reshaping China's e-commerce landscape
Indoor plants could be a focus of innovation as consumers pursue more sustainable lifestyles
Homewares in China
KEY DATA FINDINGS
Homewares sees strong growth driven by economic factor, consumer shifts in preferences
Zhejiang Supor and Anhui Deli drive innovation and strategic growth in China’s homewares market
E-commerce leads distribution due to shifting consumer shopping habits
Homewares in China set for gradual growth boosted by focus on home cooking
AI set to redefine homewares by blending online innovation with offline expertise
New regulation could impact new product development over the forecast period
Home Furnishings in China
KEY DATA FINDINGS
Lighting a key growth driver for home furnishings
Oppein leads home furnishings through innovation and green transformation
Non-grocery retailers continue to thrive amid growing e-commerce influence
Outdoor living set to gain momentum
E-commerce set to increase its role in home furnishings
Smart home furnishings offer a gimpse of the future
The following categories and subcategories are included:
Home and Garden
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- Bathroom and Sanitaryware
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- Carpets
- Floor Tiles
- Wooden Flooring
- Other Floor Covering
- Hand Tools
- Hardware
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- Lacquer and Varnish
- Decorative Paint
- Kitchen Sinks
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- Corded Drills
- Cordless Drills
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- Other Corded Power Tools
- Other Cordless Power Tools
- Power Tool Accessories
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- Wall Tiles
- Wallpaper
- Other Home Improvement
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- Fertiliser
- Soil
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- Pest Control
- Herbicides
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- Gardening Hand Tools
- Gardening Power Tools
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- Walk Power Lawn Mowers
- Riding Lawn Mowers
- Robotic Lawn Mowers
- Watering
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- Indoor Plants
- Seeds
- Other Horticulture
- Pots and Planters
- Other Gardening
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- Beverageware
- Cutlery
- Dinnerware
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- Ovenware
- Stove Top Cookware
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- Food Storage
- Kitchen Utensils
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- Bath Textiles
- Bed Textiles
- Kitchen and Dining Textiles
- Living Room Textiles
- Rugs
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- Beds
- Chests of Drawers
- Mattresses
- Wardrobes
- Dining Furniture
- Home Office Furniture
- Kitchen Furniture
- Living Room Furniture
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- Sofa Beds
- Other Sofas
- Other Sitting Furniture
- Storage Furniture
- Other Indoor Furniture
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- Blinds
- Curtains
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- Charcoal Barbecues
- Electric Barbecues
- Gas Barbecues
- Outdoor Furniture
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- Lighting Fixtures
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- Incandescent Lamps
- Halogen Lamps
- Linear Fluorescent Lamps (LFL)
- Compact Fluorescent Lamps (CFL)
- Light-Emitting Diode Lamps (LED)
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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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This report originates from Passport, our Home and Garden research and analysis database.
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