Home and garden in 2024: The big picture
In 2024, home and garden in Indonesia recorded solid value growth, fuelled by rapid urbanisation, government-led housing projects, and a growing middle class seeking to upgrade their living environments. Gardening experienced ongoing interest as urban residents embraced rooftop and balcony gardening to promote sustainability, wellness, and air quality in dense cities, while home improvement gained momentum alongside the DIY culture and digital retail access, supported by expanded offerings from both large brands and mass-market chains.
2024 key trends
In 2024, home and garden witnessed shifting competitive dynamics as local brands and digital-first players gained momentum across categories. Online-native brands such as Offo Living and Dekoruma increasingly appeal to millennials with curated furniture collections and personalised online experiences, while eco-conscious local labels and artisans capture niche demand in homewares through biodegradable products made from bamboo, teak, and coconut wood.
Competitive landscape
In 2024, Signify Indonesia PT (with its Philips brand) maintained its overall leadership of home and garden in Indonesia by focusing on smart, energy-efficient, and eco-friendly home furnishing solutions. Its smart lighting systems, including customisable LED options and app-controlled features such as WiZ Smart Lighting, appeal to tech-savvy and environmentally-conscious consumers.
Retail developments
In 2024, home products specialists continued to dominate distribution of home and garden in Indonesia, driven by evolving consumer lifestyles, the rise of DIY culture, and a growing desire to connect with nature. Retailers such as Ace Hardware, MR.
What next for home and garden?
Value sales of home and garden (at constant 2024 prices) are expected to experience a temporary slowdown in growth compared to 2024, largely due to economic uncertainties, fluctuating raw material prices, and more cautious consumer spending across big-ticket home categories. While categories such as home furnishings and homewares may see softer demand, driven by market saturation and maturity in urban centres, eco-friendly gardening, smart tools, and multifunctional furniture are expected to show resilience.
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Overview:
Understand the latest market trends and future growth opportunities for the Home and Garden industry in Indonesia 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 Indonesia, 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 Indonesia 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 Indonesia?
- Which are the leading brands in Home and Garden in Indonesia?
- How are products distributed in Home and Garden in Indonesia?
- 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 Indonesia
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 Indonesia
KEY DATA FINDINGS
Home improvement’s growth is driven by housing projects, sustainability trends and rising DIY culture
Satya Langgeng Sentosa retains lead of fragmented competitive landscape, supported by strong presence in floor covering
Distribution of home improvement diversifies as DIY culture, convenience, and digital innovation reshape shopping habits
Urbanisation and new capital to drive steady growth in home improvement, with floor covering set to record further dynamic growth
Housing shifts reshape demand for diverse home improvement solutions in local market
Smart innovation set to transform the future of home improvement in Indonesia
Gardening in Indonesia
KEY DATA FINDINGS
Urban gardening and biophilic design thrive in Indonesia due to health and sustainability trends
Ace Hardware retains lead of gardening in 2024, driven by quality, sustainability and innovation
Supermarkets and e-commerce most dynamic distribution channels due to consumer demand for greater convenience
Surge in demand for gardening in Indonesia driven by eco-friendly practices and rising urbanisation
Diverse consumer demographics influence gardening trends in Indonesia
Tech innovations transform gardening in Indonesia for greener, more efficient growth
Homewares in Indonesia
KEY DATA FINDINGS
Demand for stylish, space-saving and sustainable solutions drives growth of homewares in 2024
Maxim and Lock & Lock drive growth through affordability, innovation and lifestyle appeal
Distribution of homewares evolves as consumers seek convenience, value and variety across channels
Stylish self-expression and social dining habits drive dinnerware’s rise in Indonesia
Sustainability to reshape homewares in local market through eco-conscious materials and design
Smart safe and seamless innovation set to transform future of homewares in Indonesia
Home Furnishings in Indonesia
KEY DATA FINDINGS
Steady growth for home furnishings due to rising urbanisation and demand for multifunctional furniture
Signify Indonesia leads with innovation and sustainability, while Massindo Group grows dynamically through strategic initiatives
Omnichannel strategies and digital adoption influence distribution of home furnishings
Home furnishings set for rebound in 2026, driven by housing investments and tourism boom
Cultural influences set to shape home décor trends in Indonesia over forecast period
Innovation takes centre stage to drive future growth in home furnishings
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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