DIY Index

Prospects, Potential and Disruption

A custom report compiled by Euromonitor International
Erika Sirimanne, Head of Home and Garden
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The data included in this document is accurate according to

Passport, Euromonitor International’s market research database,
at time of publication: June 2019

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© Euromonitor
© Euromonitor International
International
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OVERVIEW
Home and Garden

DIY Index: Methodology

Market Prospects

DIY Potential

Retail Disruption

Key Takeaways

© Euromonitor International
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Home and Garden

© Euromonitor International
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$1 trillion 2.0% 4 categories

Home and garden industry in Home and garden 2018-2023 Categories – Home
2018 (USD) retail value CAGR (constant) improvement, gardening, home
furnishings and homewares

© Euromonitor International
HOME AND GARDEN 6

Euromonitor’s Home and Garden research

▪ Euromonitor’s home and tech vertical covers six

industries within the home and technology space,
including home and garden, consumer appliances,
consumer electronics, home care, tissue and hygiene
and toys and games.

▪ Research is across 210 markets to provide local,

regional and global market size, brand and company
share and distribution channel data.

▪ Euromonitor’s home and garden industry research

covers four categories: home improvement,
gardening, homewares and home furnishings.
▪ Market size, brand and company share and
distribution channel data are augmented by strategy
reports, channel overviews and company profiles.

▪ This report focuses on the home improvement,

gardening and home furnishings categories.

© Euromonitor International
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DIY Index: Methodology

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DIY INDEX: METHODOLOGY 8

Euromonitor’s DIY Index: Analysing DIY behaviour in key markets

▪ Euromonitor’s DIY Index recognises that Addressable Market

macroeconomic and demographic factors impact DIY Market Growth Factors
consumer demand for home improvement and Index Prospects House Prices
gardening products, which in turn influences the DIY
Category Evolution
industry. DIY Potential
▪ Euromonitor’s DIY Index can help home improvement
and gardening retailers and suppliers understand
Online Spend
what those primary factors are, by offering a snapshot Retail Store-Based Dominance
of the DIY industry in key markets.
Disruption Connectivity
▪ There are three core themes in Euromonitor’s DIY
Index, namely Market Prospects, DIY Potential and
Retail Disruption. Market Prospects covers the
DIY Index (weighting)
addressable market, population growth, income
growth and house prices, whereas DIY Potential takes
a look at category evolution. Retail Disruption
explores online spend, the dominance of store-based
retailers and internet connectivity.

▪ The following sections give an overview of each of Market Prospects DIY Potential Retail Disruption
these themes and the performance of each key
Source: Euromonitor International
market.

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DIY INDEX: METHODOLOGY 9

Euromonitor’s DIY Index: Category weightings

Possible
Category Subcategory Metric
Points
Baby Boomers and Generation X as a Percentage of Total
Addressable Market 14.0
Market Population (2018)
Prospects Homeowners as a Percentage of Total Households (2018) 14.0
Percentage Growth in the Number of Urban Households (2018-
Growth Factors 4.0
2023)
Growth in Median Disposable Income Per Household (2018-2023) 4.0
House Prices House Price Index (2018) 4.0
Home Improvement Retail Value Growth (2018-2023) 10.5
DIY Potential Category Evolution
Gardening Retail Value Growth (2018-2023) 10.5
Home Furnishings Retail Value Growth (2018-2023) 9.0
Online Spend Home Improvement and Gardening Online Penetration (2018) 9.8
Retail Disruption Home Furnishings Online Penetration (2018) 9.8
Change in Home Improvement and Gardening Stores Penetration
Store-Based Dominance 4.5
(2013-2018)
Connectivity Penetration Rates of Fixed (Home) Broadband (2018) 3.0
Penetration Rates of Mobile Broadband (2018) 3.0
DIY Index Total Possible Points 100.0

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Which country ranks first in

Euromonitor’s DIY Index?

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DIY INDEX: METHODOLOGY 11

China takes the top spot, followed closely by Indonesia

DIY Index: Key Markets Total Score (Market Prospects, DIY Potential, Retail Disruption)
70.0

60.0
Total DIY Index Score (max = 100)

50.0

40.0

30.0

20.0

10.0

0.0

-10.0

Market Prospects DIY Potential Retail Disruption

Source: Euromonitor International

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DIY INDEX: METHODOLOGY 12

DIY Index looks beyond product level to highlight key development areas

▪ China was the top ranking market in Euromonitor’s

DIY Index: Top 3 and Bottom 3 Countries by
DIY Index with a total score of 62.4 points. The
Score
majority of the market’s high score can be attributed
to a positive performance in Market Prospects,
China
especially the percentage of Baby Boomers and
Generation X, as well as home owners. In addition, as
Indonesia a developing market, China is one of the leading
markets for population growth (2.8% CAGR) and
Romania income growth (4.8% CAGR) globally.

▪ Australia on the other hand, performed the most

Turkey poorly in Euromonitor’s DIY Index with a total score
of 30.5 points. While home improvement sales are
Mexico expected to climb by a constant value CAGR of 0.9%
over 2018-2023, gardening retail sales are forecast to
decline by a -1.9% constant value CAGR. Sales of
Australia
gardening equipment will be negatively impacted by
-10.0 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0
the growth in apartments in Australia, which reduces
Market Prospects Score (max = 100) dwelling size. Nonetheless, two key gardening
subcategories, indoor plants and robotic
Market Prospects DIY Potential Retail Disruption
lawnmowers, are forecast to achieve positive growth
Source: Euromonitor International over 2018-2023.

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Market Prospects

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DIY INDEX: MARKET PROSPECTS 14

Market Prospects: Defining key consumer segments

▪ Consumer behaviour is not as it used to be. For

previous generations, consumers transitioned into
DIY behaviour as they moved into adulthood, but
millennials are taking longer to do so and are
sometimes opting for Do-It-For-Me instead.

▪ Consequently, Baby Boomers and Generation X are

the key consumer segments for DIY retailers and
Addressable Market suppliers at present. Millennials on the other hand can
be seen as a source of future demand, whereas
▪ Baby Boomers and Generation X Generation X and Baby Boomers exhibit
characteristics that make them the key targets for DIY
▪ Homeowners
retailers and suppliers now.
Growth Factors
▪ One of those characteristics is home ownership, which
▪ Growth in Urban Households is another key metric used in the DIY Index. Home
owners, as opposed to renters, have the ability to
▪ Disposable Income Growth make structural changes to their home (e.g.
House Prices renovation activity), making them more likely to
engage in DIY tasks and buy home improvement and
▪ House Price Index gardening products.

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DIY INDEX: MARKET PROSPECTS 15

Market Prospects (cont.): Identifying crucial growth factors

▪ Market Prospects also investigates crucial growth

factors, including population and income growth. The
growth in urban households, both from households
moving into urban centres, as well as migration, fuels
demand for gardening, home improvement and home
furnishing products.

▪ DIY demand is also positively impacted by income

Addressable Market growth, therefore, one of the key metrics chosen to
understand Market Prospects is growth in median
▪ Baby Boomers and Generation X disposable income per household. Rising incomes
make it easier for households to afford homes and the
▪ Homeowners
products needed to maintain them.
Growth Factors
▪ Lastly, another key indicator of Market Prospects is
▪ Growth in Urban Households house prices. As house prices rise, households feel
more confident about securing a favourable price for
▪ Disposable Income Growth their property should they choose to sell, triggering
House Prices renovation activity. This can boost sales of bathroom
and sanitaryware, kitchen cabinets, as well as paint
▪ House Price Index and wallpaper.

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DIY INDEX: MARKET PROSPECTS 16

Baby Boomers and Generation X more likely to seek “outdoor space”

▪ Baby Boomers and Generation X are also more likely

Ideal Home Features: Outside Space (2019)
to prioritise outdoor space when thinking about their
Baby Boomers ideal home, reinforcing the importance of these
Generation X consumer segments to gardening suppliers and
Millennials retailers.
Generation Z
▪ The shift towards semi-detached houses and
0% 10% 20% 30% 40% 50% 60%
apartments puts pressure on DIY demand as
% of respondents
consumers are increasingly trying to contend with
Source: Euromonitor International Lifestyles Survey (2019). Respondents asked “Thinking about smaller living spaces.
your ideal home, what features or characteristics would you prioritise?” and answering “outside
space”. Respondents able to select up to five characteristics.

Ideal Home Features: Urban/Inner City Households by Dwelling Type: Western

Location (2019) Europe (1990 vs. 2018)
45.0%
Baby Boomers
Generation X 35.0%
Millennials 25.0%
Generation Z % % %
0% 10% 20% 30% 40% 50% Detached House Semi-Detached and Apartment
% of respondents Terraced House

1990 2018
Source: Euromonitor International Lifestyles Survey (2019). Respondents asked “Thinking about Source: Euromonitor International
your ideal home, what features or characteristics would you prioritise?” and answering
“urban/inner city location”. Respondents able to select up to five characteristics.

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DIY INDEX: MARKET PROSPECTS 17

Market Prospects: Key metrics

Baby Boomers and Generation X as a Percentage of Total Population (2018)

Homeowners as a Percentage of Total Households (2018)

Percentage Growth in the Number of Urban Households (2018-2023)

Growth in Median Disposable Income Per Household (2018-2023)

House Price Index (2018)

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DIY INDEX: MARKET PROSPECTS 18

China scores low on per household spend, but high on Market Prospects

DIY Index: Market Prospects Country Scores vs. Per Household Spend on Home
Improvement and Gardening
1,200.0

1,000.0 USA
Per Household Spend (USD, 2018)

800.0
Australia Canada
Germany

Netherlands
600.0
Switzerland France
United Kingdom
Malaysia
Sweden Poland
400.0 Italy Spain
United Arab Emirates Argentina
Hong Kong, China
Taiwan Thailand
Japan
Indonesia Singapore
200.0 Russia China
Turkey
South Africa South Korea Romania Ukraine
Philippines
Brazil Mexico India
0.0
0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0
Market Prospects Score (max = 40)
Source: Euromonitor International

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DIY INDEX: MARKET PROSPECTS 19

Singapore ranks second in Market Prospects due to high home ownership rate

DIY Index: Market Prospects (Country Scores)

35.0
Market Prospects Score (max = 40)

30.0

25.0

20.0

15.0

10.0

5.0

0.0

-5.0

Baby Boomers and Generation X as a Percentage of Total Population (2018) Homeowners as a Percentage of Total Households (2018)
Percentage Growth in the Number of Urban Households (2018-2023) Growth in Median Disposable Income Per Household (2018-2023)
House Price Index (2018)

Source: Euromonitor International

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DIY INDEX: MARKET PROSPECTS 20

Housing affordability challenges impede home ownership in Malaysia

▪ In Singapore, Baby Boomers and Generation X

Market Prospects: Top 3 and Bottom 3
accounted for just over half the population of the
small island state in 2018. Combined with a home Countries by Score
ownership rate of 92.6%, this results in Singapore
China
being the second highest scoring country (30.9
points) when evaluating Market Prospects for the DIY Singapore
industry globally.
Romania
▪ Unlike other markets, public housing in Singapore is
not reserved for only low-income households and Switzerland
most Singaporeans live in Housing Development
Board flats. In contrast, neighbouring Malaysia scores United Arab Emirates

lower for Market Prospects at 24.2 points. Housing South Africa

affordability issues continue to prevent more
Malaysians from owning their own homes. -5.0 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0
Market Prospects Score (max = 35)
▪ Switzerland sits in the bottom 10 markets for Market
Prospects scoring 20.2 points. The country’s score is Baby Boomers and Generation X as a Percentage of Total Population (2018)
due to its low home ownership rate at 36.6%, the Homeowners as a Percentage of Total Households (2018)
result of a well-developed rental market. On the other Percentage Growth in the Number of Urban Households (2018-2023)
hand, Baby Boomers and Generation X accounted for Growth in Median Disposable Income Per Household (2018-2023)
44.3% of the population in 2018, which helped to House Price Index (2018)
boost the country’s score.
Source: Euromonitor International

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DIY Potential

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DIY INDEX: DIY POTENTIAL 22

DIY Potential: Pinpointing pockets of growth

▪ DIY Potential investigates category dynamics for

home improvement, gardening and home furnishings.
Retail value (including sales tax) growth between
2018 and 2023 is used as a proxy for forecast DIY
Potential for key markets. Growth is tracked in
constant terms, i.e. excluding inflation.

▪ While not necessarily part of the core product offering

of home improvement and gardening retailers and
Category Evolution
suppliers, home furnishings is a highly sought after
▪ Home Improvement Forecast category by consumers, hence its inclusion in the DIY
Growth Index and to ascertain DIY Potential.
▪ Gardening Forecast Growth
▪ Adding new furniture, home textiles (e.g. bedspreads
▪ Home Furnishings Forecast
or throws) or light fixtures can transform the interior
Growth
of a home, making home furnishings a popular
category for cost-effective renovations. Consumers
may also be looking for new kitchen and bathroom
cabinetry, and increasingly home furnishing retailers
(e.g. IKEA, Freedom Furniture etc) are branching out
into these categories, competing with home
improvement and gardening retailers.

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DIY INDEX: DIY POTENTIAL 23

DIY Potential: Key metrics

Home Improvement Retail Value Growth (2018-2023)

Gardening Retail Value Growth (2018-2023)

Home Furnishings Retail Value Growth (2018-2023)

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DIY INDEX: DIY POTENTIAL 24

DIY Potential: Comprehensive list of product categories

Home Improvement

▪ Bathroom and sanitaryware, floor covering (carpets, floor tiles, wooden flooring, other floor covering),
hand tools, hardware, home paint (decorative paint, lacquer and varnish), kitchen sinks, power tools
(cordless and corded drills) and other power tools, wall covering (wall tiles, wall paper) and other home
improvement.

Gardening

▪ Garden care (fertiliser, soil, pest control, herbicides), gardening equipment (gardening hand tools,
gardening power tools, lawn mowers, watering), horticulture (indoor plants, seeds, other horticulture),
pots and planters and other gardening.

Home Furnishings

▪ Home textiles (bath textiles, bed textiles, kitchen and dining textiles, living room textiles, rugs), indoor
furniture (bedroom furniture, dining furniture, home office furniture, kitchen furniture, living room
furniture, sitting furniture, storage furniture, other indoor furniture), window covering (blinds, curtains),
barbecues (charcoal, electric, gas), outdoor furniture, lighting fixtures and light sources (incandescent
lamps, halogen lamps, linear fluorescent lamps, compact fluorescent lamps and light-emitting diode
lamps).

© Euromonitor International
DIY INDEX: DIY POTENTIAL 25

Developing markets the top scorers for DIY Potential due to economic growth

DIY Index: DIY Potential Country Scores vs. Per Household Spend on Home Improvement
and Gardening
1,200.0

1,000.0 USA
Per Household Spend (USD, 2018)

Germany

Australia 800.0
Canada
Netherlands
Switzerland
600.0
France United Kingdom
Sweden
400.0 Hong Kong, China
Spain
Singapore Malaysia
Japan Poland Romania
Italy Brazil
South Africa
United Arab Emirates China
Turkey 200.0
Russia India
Mexico Indonesia
Taiwan Argentina Philippines Thailand
South Korea Ukraine
0.0
-5.0 0.0 5.0 10.0 15.0 20.0 25.0 30.0
DIY Potential Score (max = 30)

Source: Euromonitor International

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DIY INDEX: DIY POTENTIAL 26

Indonesia ranks first for DIY Potential as home improvement demand swells

DIY Index: DIY Potential (Country Scores)

30.00

25.00
DIY Potential Score (max = 30)

20.00

15.00

10.00

5.00

0.00

-5.00

Home Improvement Retail Value Growth (2018-2023) Gardening Retail Value Growth (2018-2023) Home Furnishings Retail Value Growth (2018-2023)

Source: Euromonitor International

© Euromonitor International
DIY INDEX: DIY POTENTIAL 27

France to exhibit negative category growth over 2018-2023

▪ It is not surprising that developing countries take the

DIY Potential: Top 3 and Bottom 3
top spots when evaluating DIY Potential globally, with
Indonesia, China and Brazil being the top three Countries by Score
countries. Overarching positive population, economic
and income growth drive demand for consumer Indonesia

goods, including home improvement, gardening and

home furnishing products. China

▪ In saying this, these markets tend to be DIY-shy,

Brazil
meaning households gravitate towards Do-It-For-Me
behaviour because lower labour costs make hiring
Netherlands
professional tradesmen more affordable. The sharing
economy and mobile apps (e.g. Task Rabbit,
UrbanClap etc.) have made it even easier for Taiwan

consumers to connect with professionals globally.

While consumers may not be keen DIYers, there is France
still strong demand for home improvement, gardening
and home furnishing products as households ascend -5.0 0.0 5.0 10.0 15.0 20.0 25.0
DIY Potential Score (max = 30)
into new income brackets.

▪ In contrast, France was the lowest performing market, Home Improvement Retail Value Growth (2018-2023)

due to forecast negative home improvement and Gardening Retail Value Growth (2018-2023)

home furnishings retail value growth, fuelled by the Home Furnishings Retail Value Growth (2018-2023)

market’s uncertain economic and political climate. Source: Euromonitor International

© Euromonitor International
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Retail Disruption

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DIY INDEX: RETAIL DISRUPTION 29

Retail Disruption: Measuring the changing digital landscape

▪ Home improvement and gardening players face an

ever-evolving digital landscape. Consumers are more
connected than ever before with smartphones rarely
out of consumers’ reach these days. The retail
environment has changed dramatically as a result.

▪ Retail Disruption can be measured via several

metrics, including online penetration for home
improvement and gardening and home furnishing
Online Spend
products. Online sales for these categories continue to
▪ Home Improvement and Gardening climb, however, home furnishings still outpaces home
Online Penetration improvement and gardening across all markets in
▪ Home Furnishings Online Penetration terms of penetration. The popularity of home
Store-Based Dominance furnishing products (e.g. textiles, furniture, lighting
etc), as well as growing competition from home
▪ Change in Home Improvement and furnishing retailers makes this metric integral in
Gardening Stores Penetration understanding Retail Disruption.
Connectivity
▪ It is also important to track the dominance of store-
▪ Penetration Rates of Fixed (Home) based retailers, including whether distribution share
Broadband has increased over time. Rates of connectivity are also
▪ Penetration Rates of Mobile useful in determining Retail Disruption, both for home
Broadband broadband and mobile internet.
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DIY INDEX: RETAIL DISRUPTION 30

Future is mobile: Mobile apps and s-commerce the future of shopping

Western Europe: Internet Penetration Western Europe: Home Improvement and

Rates (2007-2030) Gardening Distribution (2018)
150.0
Per 100 population

100.0
50.0
0.0
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
2024
2025
2026
2027
2028
2029
2030
Penetration Rates of Fixed Broadband
Penetration Rates of Mobile Internet

Source: Euromonitor International

▪ Online penetration rates for home improvement and

Grocery Retailers
gardening reached 7.7% in 2018 in Western Europe
Mixed Retailers
as more and more retailers expand their digital
Home Improvement and Gardening Stores
presence and consumers become more comfortable
Homewares and Home Furnishing Stores
shopping online. At the same time, penetration rates
Other Non-Grocery Specialists
for fixed (i.e. home) broadband have continued to
Homeshopping
trend upwards, however, the proliferation of portable
Internet Retailing
devices (e.g. smartphones and tablets etc) points to a
Direct Selling
mobile future, meaning shopping via mobile apps,
social media (i.e. s-commerce) and mobile websites. Source: Euromonitor International

© Euromonitor International
DIY INDEX: RETAIL DISRUPTION 31

Retail Disruption: Key metrics

Home Improvement and Gardening Online Penetration (2018)

Home Furnishings Online Penetration (2018)

Change in Home Improvement and Gardening Stores Penetration (2013-

2018)

Penetration Rates of Fixed (Home) Broadband (2018)

Penetration Rates of Mobile Broadband (2018)

© Euromonitor International
DIY INDEX: RETAIL DISRUPTION 32

Industrialised markets demonstrate higher levels of Retail Disruption

DIY Index: Retail Disruption Country Scores vs. Per Household Spend on Home
Improvement and Gardening
1,000.0
USA

900.0

800.0
Australia Canada
Per Household Spend (USD, 2018)

700.0
Germany
Switzerland Netherlands
600.0
France
United Kingdom
500.0
Sweden

400.0 Hong Kong, China

United Arab Emirates
Italy
300.0 Spain
Brazil Malaysia
Indonesia China Japan
200.0 South Africa Romania
Thailand
Taiwan Poland
100.0 Singapore
Philippines Ukraine Turkey
Mexico Russia South Korea
India Argentina
0.0
0.0 5.0 10.0 15.0 20.0 25.0 30.0
Retail Disruption Score (max = 30)

Source: Euromonitor International

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DIY INDEX: RETAIL DISRUPTION 33

UK the most disruptive retail market for DIY sales globally

DIY Index: Retail Disruption (Country Scores)

30.00

25.00
Retail Disruption Score (max = 30)

20.00

15.00

10.00

5.00

0.00

-5.00

Home Improvement and Gardening Online Penetration (2018) Home Furnishings Online Penetration (2018)
Change in Home Improvement and Gardening Stores Penetration (2013-2018) Penetration Rates of Fixed (Home) Broadband (2018)
Penetration Rates of Mobile Broadband (2018)

Source: Euromonitor International

© Euromonitor International
DIY INDEX: RETAIL DISRUPTION 34

Low online spend results in a diminutive score for the Philippines

▪ The UK, South Korea and the US were the top ranking
Retail Disruption: Top 3 and Bottom 3
markets for Retail Disruption, with scores of 24.1,
18.1 and 16.1 points, respectively. High scores for Countries by Score
these markets are due to the high online penetration
United Kingdom
rates for both home improvement and gardening and
home furnishing products. In the UK, 19.7% of home South Korea

improvement and gardening products were sold USA

online in 2018. Mexico

▪ In the US, a slight increase in the dominance of store- South Africa

based home improvement and gardening retailers (i.e. Philippines
from 69.9% in 2013 to 70.8% in 2018) pulled down
the country’s Retail Disruption score slightly. The -5.0 0.0 5.0 10.0 15.0 20.0 25.0 30.0
Retail Disruption Score (max = 30)
opposite was true for the UK, where distribution
share for home improvement and gardening stores Home Improvement and Gardening Online Penetration (2018)
has declined from 66.6% in 2013 to 60.1% in 2018.
Home Furnishings Online Penetration (2018)
▪ Online sales penetration for home improvement and
gardening and home furnishing products is less than Change in Home Improvement and Gardening Stores Penetration (2013-
1% in the Philippines, which results in the market 2018)

showcasing the lowest score for Retail Disruption at Penetration Rates of Fixed (Home) Broadband (2018)

just 1.8 points.

Penetration Rates of Mobile Broadband (2018)

Source: Euromonitor International

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Key Takeaways

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Euromonitor’s DIY Index: Offering Market Prospects: Identifying the

a snapshot of DIY demand addressable market
▪ Euromonitor’s DIY Index recognises that ▪ As home owners, Baby Boomers and Generation
macroeconomic and demographic factors impact X are the key consumer segments for DIY retailers
consumer demand for home improvement and and suppliers at present, whereas Millennials are
gardening products, which in turn influences the a source of future demand.
DIY industry. The Index can help home
improvement and gardening players identify ▪ Strong income and population growth boost the
primary factors and provides a snapshot of the scores of developing markets.
DIY industry in key markets.

DIY Potential: Category evolution Retail Disruption: Measuring the

to pinpoint pockets of growth changing digital landscape

▪ Category evolution over 2018-2023 serves as a ▪ Online sales for home improvement and
proxy for DIY Potential. The economic climate in gardening continue to climb, but home
some markets (e.g. France) is expected to hinder furnishings possesses higher online penetration.
growth in home improvement, gardening and
home furnishing products, dragging scores down. ▪ The future is mobile: Rapid development in
smartphone possession and improvements to
▪ Home furnishings is a highly sought after category mobile internet mean that consumers are
by consumers and with increasing competition becoming more comfortable shopping on their
from home furnishing retailers, this category has smartphones.
also been included in the DIY Index.
© Euromonitor International
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Appendix

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APPENDIX 38

Euromonitor’s DIY Index: Total scores by theme

Geography Market Prospects DIY Potential Retail Disruption TOTAL

Argentina 25.97 7.42 8.67 42.06
Australia 23.13 -0.07 7.44 30.50
Brazil 23.84 15.81 3.75 43.40
Canada 25.61 5.67 8.99 40.26
China 33.05 19.16 10.20 62.41
France 22.45 -1.15 11.04 32.34
Germany 20.73 0.97 10.66 32.36
Hong Kong, China 24.19 10.19 7.18 41.56
India 28.87 7.58 4.67 41.12
Indonesia 25.44 22.23 6.32 53.99
Italy 25.01 0.64 6.24 31.88
Japan 22.57 0.56 13.01 36.14
Malaysia 24.18 5.99 7.59 37.76
Mexico 23.00 4.51 3.15 30.66
Netherlands 22.24 -0.60 15.21 36.85
Philippines 25.02 9.39 1.75 36.16
Poland 25.72 3.57 12.52 41.81
Romania 30.69 11.80 9.02 51.51
Russia 26.17 9.25 11.55 46.98
Singapore 30.90 3.38 9.64 43.91
South Africa 19.02 11.01 2.03 32.06
South Korea 24.29 4.33 18.12 46.75
Spain 26.40 7.81 10.11 44.33
Sweden 22.97 1.28 12.46 36.72
Switzerland 20.21 1.87 11.20 33.28
Taiwan 27.58 -0.89 6.63 33.32
Thailand 28.87 12.69 3.24 44.79
Turkey 23.16 0.44 7.49 31.10
Ukraine 29.59 12.61 6.06 48.25
United Arab Emirates 19.95 6.28 6.01 32.24
United Kingdom 23.02 2.48 24.05 49.55
USA 23.48 5.53 16.05 45.06

© Euromonitor International
HOME AND GARDEN 39

Erika Sirimanne, Head of Home and Garden

Erika Sirimanne is the Head of Home and Garden at Euromonitor International.

Currently based in Singapore, Erika has more than eight years’ experience at
Euromonitor, working previously in New Zealand and Australia.

Erika oversees and manages the firm’s global home and garden research,
providing insights and analysis into how digitalisation, the smart home,
urbanisation and the sharing economy are transforming the homewares, home
furnishings, home improvement and gardening categories worldwide.

Capitalising on her consulting experience, Erika regularly interacts with

multinational home and garden clients, both retailers and manufacturers, to
answer key business questions. Erika crystalises key trends and research
findings into strategic reports, including World Market for Home and Garden,
Online Disruptors in Home and Garden and Is DIY Defunct? How
Hyperconnectivity is Transforming Home Improvement.
As a market and consumer insights professional, Erika shares her expertise
across prominent industry conferences. Erika was a keynote speaker at the
International Home + Housewares Show in Chicago during March 2019. Erika
also presented at the Global DIY Summit 2018, while providing insights and
analysis to key trade and business publications, such as DIY International.

Erika holds a Masters in Political Economy from the University of Sydney and a
Bachelors in Commerce and Arts from the University of Auckland.

© Euromonitor International
Contact details
Erika Sirimanne, Head of Home and Garden
erika.sirimanne@euromonitor.com
Linkedin.com/in/erikasirimanne
@ESirimanne
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