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Home and Garden in the Netherlands

April 2020 | 44 pages | ID: H26D2C7161CEN
Euromonitor International Ltd

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In 2019, home and garden in the Netherlands recorded steady value growth; however, growth was weaker than it had been over the review period. The main driver of this reduced growth was the weakened housing market, with a slowdown on new homes being built, and less home exchanges taking place. As moving to a new house is a crucial driver of sales for consumers who are enthused to renovate and decorate, both home improvements and home furnishings recorded lower levels of growth. However, the econo...

Euromonitor International's Home and Garden in Netherlands report offers a comprehensive guide to the size and shape of market demand at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the categories driving growth. It also identifies the leading companies and their brands, and offers strategic analysis of key factors influencing demand - from new product developments, consumer lifestyles, route to market and pricing issues. Forecasts to 2024 illustrate how market demand is expected to evolve in the medium-term

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Home and Garden market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
EXECUTIVE SUMMARY
The favourable economic landscape drives value sales, however, growth in 2019 is challenged by the weak housing market
Plants for interior design, sustainability and furniture leasing are growing trends within home and garden
International giant Ikea BV retains a clear lead; however, domestic players perform well, offering a balance of quality and affordable prices
E-commerce benefits from being a convenient shopping solution, with growth at the expense of store-based retailers
Higher disposable incomes will drive growth, however, the weak housing market and the rise of leasing will continue to be challenges
MARKET DATA
Table 1 Sales of Home and Garden by Category: Value 2014-2019
Table 2 Sales of Home and Garden by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Home and Garden: % Value 2015-2019
Table 4 LBN Brand Shares of Home and Garden: % Value 2016-2019
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2014-2019
Table 6 Distribution of Home and Garden by Format: % Value 2014-2019
Table 7 Distribution of Home and Garden by Format and Category: % Value 2019
Table 8 Forecast Sales of Home and Garden by Category: Value 2019-2024
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2019-2024
CORONAVIRUS (COVID-19)
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
Economic growth boosts sales, however growing urbanisation and smaller living spaces are set to challenge the gardening landscape
A focus on sustainability and campaigns to increase gardening benefits horticulture
E-commerce grows as a convenient shopping method in gardening, at the expense of store-based retailing
COMPETITIVE LANDSCAPE
Robomow remains competitive, introducing a new app that allows users to track their mowers progress through a smartphone or laptop
Intratuin Nederland maintains its lead, and plans to bring the physical and digital world together with its new store concepts
Private label is important in horticulture, whereas known players take the lead in gardening equipment
CATEGORY DATA
Table 10 Sales of Gardening by Category: Value 2014-2019
Table 11 Sales of Gardening by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Gardening: % Value 2015-2019
Table 13 LBN Brand Shares of Gardening: % Value 2016-2019
Table 14 Distribution of Gardening by Format: % Value 2014-2019
Table 15 Forecast Sales of Gardening by Category: Value 2019-2024
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Growth is driven by LED lamps, barbecues and mattresses, all of which see high sales through e-commerce
The economy boosts sales, however the weak housing market limits value growth
As new players enter leasing, the concept could develop strongly over the forecast period, becoming a threat to sales of home furnishings
COMPETITIVE LANDSCAPE
No change at the top as Ikea BV leads home furnishings, followed by Mondial Keukens Benelux BV and Kwantum Nederland BV
Interior design app RoomAR uses augmented reality and artificial intelligence to offer personalised recommendations to consumers
Washin Chemical Industry shakes up the home paint landscape, launching a protective, peelable paint, easy for consumers to use
CATEGORY DATA
Table 17 Sales of Home Furnishings by Category: Value 2014-2019
Table 18 Sales of Home Furnishings by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Home Furnishings: % Value 2015-2019
Table 20 LBN Brand Shares of Home Furnishings: % Value 2016-2019
Table 21 LBN Brand Shares of Light Sources: % Value 2016-2019
Table 22 Distribution of Home Furnishings by Format: % Value 2014-2019
Table 23 Forecast Sales of Home Furnishings by Category: Value 2019-2024
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
The DIY consumer drives sales, however, a growing investment in professionals for home improvement threatens future growth
As less new homes are built, home improvement will be negatively impacted over the forecast period
Convenience, cleanliness and affordability drive sales in other floor covering, whereas carpets and tiles continue to decline
COMPETITIVE LANDSCAPE
Private label players perform well, benefiting from DIY consumers who often look for ways to renovate or maintain their homes while saving on costs
PPG Coatings Nederland and Akzo Nobel Decorative Coatings lead home paints, benefiting from strong reputations and discounted prices
Intergamma retains its lead through the strength of its private labels, as third-placed player Mohawk Industries leads the floor covering landscape
CATEGORY DATA
Table 25 Sales of Home Improvement by Category: Value 2014-2019
Table 26 Sales of Home Improvement by Category: % Value Growth 2014-2019
Table 27 NBO Company Shares of Home Improvement: % Value 2015-2019
Table 28 LBN Brand Shares of Home Improvement: % Value 2016-2019
Table 29 Distribution of Home Improvement by Format: % Value 2014-2019
Table 30 Forecast Sales of Home Improvement by Category: Value 2019-2024
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Homewares increases in growth, with a demand for rental accommodation and an interest in home d?cor set to boost growth further over the forecast period
Consumers search for added value in homewares, but often reach for the cheapest solutions
Loyalty programmes boost volume sales by offering exclusive discounts and deals to members
COMPETITIVE LANDSCAPE
Ikea BV retains its lead in homewares, benefiting from a wide range of goods and home solutions, offered at affordable price points
Domestic players Mepal and Sola grow, offering quality yet affordable homeware products to consumers
Reusable beeswax wraps offer households a sustainable, eco-friendly innovation for everyday food storage
CATEGORY DATA
Table 32 Sales of Homewares by Category: Value 2014-2019
Table 33 Sales of Homewares by Category: % Value Growth 2014-2019
Table 34 Sales of Homewares by Material: % Value 2014-2019
Table 35 NBO Company Shares of Homewares: % Value 2015-2019
Table 36 LBN Brand Shares of Homewares: % Value 2016-2019
Table 37 Distribution of Homewares by Format: % Value 2014-2019
Table 38 Forecast Sales of Homewares by Category: Value 2019-2024
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2019-2024


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