Home and garden in 2024: The big picture
Sweden’s home and garden market experienced a decline in current value terms in 2024 as high inflation, elevated interest rates, and a mild recession dampened household spending. The rising cost of borrowing reduced the viability of finance-dependent home improvement projects and delayed major purchases of home furnishings and building materials.
2024 key trends
In 2024, Sweden’s home and garden market increasingly embraced circular economy practices. According to Svensk Handel (the Swedish Trade Federation), furniture and home furnishings made up a substantial share of second-hand purchases, with young women being particularly engaged.
Competitive landscape
Ikea Svenska Försäljnings (Ikea), Sweden’s leading home and garden retailer, saw its sales decline in 2024 due to ongoing economic uncertainty. In a bid to counter this trend, the player expanded its PLATSA modular storage range, which allows for customised combinations of wardrobes, shelving, and lighting to suit unconventional spaces.
Retail developments
Homewares and home furnishing shops remained the leading sales channel in 2024. Key players like Ikea, Jysk, Mio, and Hemtex offer wide selections of textiles, furniture, lighting, and outdoor products, while emphasising expert advice, experiential showrooms, and integrated omnichannel fulfilment.
What next for home and garden?
The Swedish home and garden market is expected to perform more strongly over the forecast period than in the past three years, supported by stabilising inflation, steady interest rates from the Riksbank, and a gradual recovery in consumer confidence. Modest government incentives for home renovation will also contribute to a lift in household spending.
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Overview:
Understand the latest market trends and future growth opportunities for the Home and Garden industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
- Which are the leading brands in Home and Garden in Sweden?
- How are products distributed in Home and Garden in Sweden?
- 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 Sweden
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 Sweden
KEY DATA FINDINGS
Squeezed household budgets delay home improvement projects
Brands differentiate themselves through certified, eco-conscious portfolios
Click and collect gains prominence through growing number of stores offering assembly services
Renewed interest in DIY and home renovation projects will push sales
Movement towards greener and circular solutions
Smart-home technology will redefine home improvement landscape
Gardening in Sweden
KEY DATA FINDINGS
Challenging economic environment and adverse weather conditions place downward pressure on gardening
Brands make efforts to engage consumers with attractive promotions
Retailers turn towards online sales to reach a wider audience
Brands to invest in LoT sensor technologies to pre-empt changing weather conditions
Shift towards battery-powered products aligns with sustainability goals
Brands to increasingly leverage e-commerce to boost customer engagement
Homewares in Sweden
KEY DATA FINDINGS
Demand for compact and multifunctional homewares grow despite challenging economic environment
Brands invest in consumer engagement to enhance visibility
Retailers drive sales through omnichannel expansion
Recovery of housing market to support growth of homewares
Technological advancements in eco-materials to drive sustainable homewares
Innovation in antimicrobial coatings and treatments could elevate demand for homewares
Home Furnishings in Sweden
KEY DATA FINDINGS
Economic challenges have negative impact on home furnishings
Brands continue to focus on discount strategies while optimising store networks
Leading retalers revamp their stores in bid to boost foot traffic
Home furnishings sales will slowly improve alongside recovery of the economy
Market will become increasingly polarised between sustainabilty and price
Sweden’s home furnishings market embraces digital Innovation for a smarter, greener 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.
See all of our definitionsWhy buy this report?
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This report originates from Passport, our Home and Garden research and analysis database.
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