Home and garden in 2024: The big picture
In 2024, sales of home and garden continued to decline in Switzerland, reflecting broader economic caution, elevated living costs, and subdued activity in the housing and construction sectors. Consumer confidence remained fragile, limiting discretionary spending on high-value purchases such as indoor furniture.
2024 key trends
While home improvement and gardening stores remained the dominant distribution channel for gardening products in Switzerland, the growing importance of e-commerce has prompted retailers to adopt hybrid retail models. Brick-and-mortar outlets such as Do it + Garden (Migros Group) focused on revitalising store formats to provide curated, in-person advice and improved product displays.
Competitive landscape
IKEA maintained its leadership in Switzerland’s home and garden market in 2024, benefiting from a strong multichannel presence, sustainability-led innovation, and continued store expansion. The company held notable value shares across home furnishings, home improvement, and bathroom furniture, and recorded a robust value increase between 2019 and 2024.
Retail developments
Home products specialists remained the leading distribution channel within Switzerland’s home and garden market in 2024. Their continued dominance reflects Swiss consumers’ strong preference for trusted physical retail environments, particularly when shopping for big-ticket or tactile items such as sitting furniture, mattresses, and gardening tools.
What next for home and garden?
Sales of home furnishings in Switzerland are expected to recover gradually over the forecast period, supported by improving economic growth, declining inflation, and stabilising interest rates from 2025 onward. While the early part of the period may still face some economic caution, the later stages are likely to benefit from increased consumer confidence and purchasing power.
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Overview:
Understand the latest market trends and future growth opportunities for the Home and Garden industry in Switzerland 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 Switzerland, 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 Switzerland 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 Switzerland?
- Which are the leading brands in Home and Garden in Switzerland?
- How are products distributed in Home and Garden in Switzerland?
- 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 Switzerland
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 Switzerland
KEY DATA FINDINGS
Downturn in the construction sector affected home improvement categories
Coop Genossenschaft sustains leadership through omnichannel presence and sustainability-led strategy
Retailers focused on mobile websites to optimise smartphone shopping experience
Shift towards sustainable paints, varnishes, and lacquers in Switzerland is a positive development for both the environment and public health
Change in consumer preferences set to initiate a shift towards sustainable and ergonomic tools
Sustainability to drive growth of wooden flooring
Gardening in Switzerland
KEY DATA FINDINGS
Growing awareness of sustainable practices drives interest in growing media and plant protection
Battery-powered and cordless gardening tools aid sales of the category
E-commerce appeal is enhanced by AR/VR product visualisation in gardens and generative AI for personalised shopping
Pots and planters are expected to grow dynamically over the forecast period
Indoor plants and seeds to see stable growth over forecast period owing to stagnation of category
Continued development of retail e-commerce over the forecast period
Homewares in Switzerland
KEY DATA FINDINGS
Home-centred lifestyles sustain category growth as kitchenware and storage drive demand
Migros Genossenschaftsbund eG strengthens leadership through private label focus and store investment
E-commerce accelerates in homewares, led by smaller-ticket purchases and digital convenience
Demand for premium and high-quality homewares to grow over the forecast period
Compact urban living spaces drive demand for functional and space-efficient homewares
Swiss regulation of PFAS drives innovation in safe and sustainable cookware
Home Furnishings in Switzerland
KEY DATA FINDINGS
Swiss indoor furniture market faces decline in 2024 amidst cautious economic climate
IKEA maintains lead through innovation, localisation, and sustainable expansion
Retailers embrace omnichannel strategies and online players focus on e-commerce convenience
Swiss home furnishings market poised for slow recovery post-2025 due to economic improvement
Kitchen furniture market to focus on sustainable materials, timeless design, functionality, and space-saving solutions
Growing personalisation drives the home textiles market, supported by industry initiatives and retailer commitments
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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