Home and garden in 2024: The big picture
In 2024, sales of home and garden products in the UK declined in value terms, reflecting a challenging economic backdrop and a shift in household spending priorities. The cost-of-living crisis, driven by inflation, higher energy costs, and elevated interest rates, eroded disposable income and made consumers more cautious in their discretionary spending.
2024 key trends
In 2024, the UK home and garden landscape witnessed a marked shift towards eco-conscious and sustainable trends across a range of categories, reflecting rising consumer awareness and a growing demand for environmentally responsible products. Within home improvement, there was a noticeable uptick in the use of energy-efficient materials and smart technologies.
Competitive landscape
In 2024, IKEA retained its position as the leading company in the UK home and garden market, although it recorded a decline in retail sales compared to the previous year. In response to the economic challenges faced by consumers, IKEA invested over £117 million to lower prices on around a third of its products, with an average price reduction of 20%.
Retail developments
In 2024, non-grocery retailers solidified their position as the leading distribution channel in the UK home and garden space. This sustained dominance was underpinned by strategic expansion, technology adoption, and a deepening understanding of evolving consumer needs.
What next for home and garden?
The UK home and garden industry is projected to experience a gradual decline over the forecast period, driven by ongoing economic headwinds and evolving consumer behaviours. Elevated borrowing costs and persistent inflation are expected to continue eroding consumer confidence, with many households prioritising essential spending and delaying discretionary purchases.
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Overview:
Understand the latest market trends and future growth opportunities for the Home and Garden industry in United Kingdom 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 United Kingdom, 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 United Kingdom 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 United Kingdom?
- Which are the leading brands in Home and Garden in United Kingdom?
- How are products distributed in Home and Garden in United Kingdom?
- 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 the United Kingdom
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 the United Kingdom
KEY DATA FINDINGS
Economic pressures and shifting consumer priorities lead to a decline in the UK home improvement market
Farrow & Ball’s commitment to eco-friendly products and digital engagement fuels its growth in 2024
Digital innovation and rapid delivery drive growth in the UK's home improvement e-commerce landscape in 2024
Consumer demand for home improvement in the UK in 2025 and the dynamic growth of power tools driven by DIY trends and technological advancements
Innovations like 3D printing, AI-driven design tools, and smart home integration driving personalised and efficient home improvement in the UK
Sustainability driving major shifts in the UK home improvement sector towards biodegradable materials and energy efficiency
Gardening in the United Kingdom
KEY DATA FINDINGS
Economic pressures and unseasonably dull weather drive slowdown in UK gardening sales in 2024
Westland remains the leader, while Lidl Germany drives growth through value, seasonal promotions, and sustainability
Non-grocery retailers lead gardening distribution in the UK, with omnichannel growth and e-commerce innovation enhancing reach
Non-grocery retailers’ specialisation and omnichannel strategies support stability in UK gardening sales in 2025
Younger consumers embrace sustainability while older generations maintain traditional gardening practices
Homewares in the United Kingdom
KEY DATA FINDINGS
Changing consumer priorities and economic pressures lead to decline in homewares sales in 2024
Meyer Group’s brand collaborations and innovative cookware lines fuel growth
Non-grocery retailers lead the UK homewares sector in 2024, driven by strategic expansions and consumer demand
Kitchen category expected to be the most dynamic in the UK homewares market due to smart technology and sustainability
Innovations in self-cleaning materials and AI-integrated appliances reshape the UK homewares market by enhancing convenience, hygiene, and sustainability
Younger consumers drive demand for eco-friendly, multifunctional, and smart homeware products
Home Furnishings in the United Kingdom
KEY DATA FINDINGS
Increased demand for comfort and functionality makes indoor living the largest category in the UK's home furnishings market
IKEA strengthens its focus on sustainability and multifunctionality but faces headwinds from economic challenges
Non-grocery retailers consolidate leadership through omnichannel expansion and strategic acquisitions
Consumer demand for home-related products and the growth of outdoor living in the UK driven by post-pandemic trends such as staycations and home-centric lifestyles
Future of AI and automation in furniture design and production driven by innovations in smart furniture and self-assembling technology
Declining birth rate in the UK influencing demand for versatile and space-saving children’s furniture
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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