Home and garden in 2024: The big picture
In 2024, Japan’s home and garden market witnessed mixed performances across the various categories. For instance, homewares and home furnishings experienced growth in current value terms in 2024, supported by urbanisation, the shift to smaller living spaces, and an increased focus on aesthetics, multifunctionality, and sustainable living.
2024 key trends
In Japan’s home and garden market, pragmatic differentiation is a key driver of performance, as brands adapt to increasingly constrained living spaces with compact, multifunctional, and smart solutions. This is evident in the surge of demand for modular furniture, space-saving bathroom fixtures, and compact kitchenware that aligns with Japan’s urban lifestyle.
Competitive landscape
Nitori Co Ltd remained the leading company in home and garden in 2024, driven by its strong position in homewares and indoor living. The company’s success stems from its focus on affordable, space-efficient, and multifunctional products that align with the needs of Japan’s large urban population.
Retail developments
In 2024, non-grocery retailers, particularly home products specialists, remained the dominant distribution channel across all major home and garden categories in Japan, including gardening, home furnishings, home improvement, and homewares. Retailers like Nitori, Cainz, Komeri, and Tokyu Hands have adapted to changing consumer preferences by offering diverse, space-efficient, and multifunctional product lines.
What next for home and garden?
Over the forecast period, Japan’s home and garden market is set to reflect a blend of evolving consumer values emphasising sustainability, compact living, and wellness alongside shifting economic and demographic realities. In gardening, eco-friendly trends and the rise of urban and indoor gardening should sustain demand, especially for categories like horticulture, growing media, and plant protection, with innovations such as smart gardening tools and organic solutions attracting younger, eco-conscious consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Home and Garden industry in Japan 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 Japan, 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 Japan 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 Japan?
- Which are the leading brands in Home and Garden in Japan?
- How are products distributed in Home and Garden in Japan?
- 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 Japan
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 Japan
KEY DATA FINDINGS
Sales decline due to high interest rates, inflation, and changes in consumer behavior
Toto on the right path while Fiskars comes to the fore with appealing hand tools
Home products specialists focus on offering improved shopping experiences as competition from e-commerce grows
Sales of other home improvement set to benefit from focus on smart home products
Sustainability concerns expected to drive sales of home improvement in Japan
Rising demand for multifunctional designs, eco-friendly materials, and e-commerce
Gardening in Japan
KEY DATA FINDINGS
Limited outdoor space in urban areas affecting participation in traditional gardening activities
Innovation and sustainability redefine the gardening landscape
Home improvement and gardening stores dominate sales in 2024
Eco-friendly gardening trends shaping the future of Japan’s horticulture market
Innovative gardening solutions drive market growth in Japan
Sustainable solutions set to drive growth in Japan’s home improvement gardening stores
Homewares in Japan
KEY DATA FINDINGS
Sales benefit from the push towards healthy and efficient home cooking solutions
Competitive gains fueled by strategic expansion, digital integration, and consumer-centric innovation in Japan’s homewares market
Retailers focus on store expansions, omnichannel integration, and curated shopping experiences
Homewares expected to face challenges over the forecast period
Innovation likely to be driven by concerns around sustainability and compact living
E-commerce expected to win further share
Home Furnishings in Japan
KEY DATA FINDINGS
Urbanisation, ageing population, and demand for multifunctional living solutions drives growth in home furnishings
Competition heats up as players invest in new innovations
E-commerce emerges as the most dynamic distribution channel in 2024
Home furnishings set focus on maximising the use of limited space
Retailers responding to the latest trends to push sales
Sustainability and innovation set to inform demand 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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