After a year of decline in 2022, home and garden in China witnessed low current value growth in 2023, fuelled by increasing urbanisation, rising disposable incomes, and a growing middle-class with a penchant for home improvement and lifestyle enhancement. Moreover, the resurgence in home renovation aided value growth of home and garden categories such as home improvement, and home furnishings in China.
The DIY culture has emerged as a significant trend in the realm of home and garden in China, reflecting a desire for personalisation and creativity in domestic spaces. This movement was fuelled by a combination of factors, including the rise of social media platforms such as Douyin and Weibo, increasing disposable incomes, and a growing appreciation for craftsmanship.
Growth in home and garden in China was primarily led by gardening in 2023, as consumers continued to focus on growing their own vegetables and fruits, and indoor planting, amongst others. Zhejiang Hongyue remained the leading player in gardening in 2023, primarily owing to the dominance of its flagship brand Hongyue across categories such as fertiliser, horticulture, and seeds, establishing itself as the foremost choice amongst Chinese consumers owing to its extensive product range and strong consumer appeal.
Home products specialists remained the primary distribution channel for home and garden in China in value terms in 2023, as these outlets offer a wide variety of products, ranging from furniture to gardening tools, catering to diverse consumer needs. In addition, they provide a tactile shopping experience, allowing customers to physically inspect and compare products before making a purchase – a preference deeply ingrained in Chinese consumer culture.
Throughout the forecast period, home and garden in China is expected to maintain slow and stable current value growth, with increases in sales expected across all the main categories. Growth will be driven primarily by the increasing number of flats and residential areas in the country.
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Understand the latest market trends and future growth opportunities for the Home and Garden industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 DefinitionsThis report originates from Passport, our Home and Garden research and analysis database.
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