Japan Lawn and Garden Equipment
The Do-It-Yourself (DIY) market in Japan experienced strong growth during the COVID-19 pandemic due to stay-at-home requirements and a shift in household spending from travel and dining out to grocery purchases and at-home projects. In 2023, sales at home centers for a subset of the DIY market—garden and exterior equipment—were valued at approximately $3.5 billion, an increase of 11.1% compared to 2019 sales, according to the Current Survey of Commerce by the Ministry of Economics, Trade and Industry (METI). While the DIY market’s growth has slowed since COVID-19 restrictions were lifted, the lawn and garden market in Japan is still expected to experience an annual growth rate of 3.31 % from 2024 to 2028, according to the Statista market database.
During the pandemic, gardening attracted a younger demographic, including more hobby gardeners with full-time jobs. As a result, low-maintenance gardening has become trendy, according to industry experts. Unlike traditional gardening, which features neatly arranged plants and requires more upkeep, natural-style gardens, like those along the High Line in New York, are more free-form. They feature softer edges, blend with their natural surroundings, and allow visitors to experience flowers at various stages of growth, including before and after peak blooming. Consequently, naturalistic gardens require less maintenance than traditional ones.
Given these trends, it was not surprising that the key themes at the July 2024 Ohara Flower Festival in Kyoto were “naturalistic gardens” and “low maintenance.” The Ohara Flower Festival is a B2B trade show organized by a wholesaler of flowers, seeds, and garden equipment. Home improvement centers, garden supply stores, and gift stores from western Japan attend to purchase products for the upcoming seasons. Additionally, popular items among buyers included 8-to-15-inch-wide urn planters and garden statues of angels, fairies, and animals such as cats and dogs.
U.S. suppliers of high-quality “naturalistic garden”-themed products have strong potential in the Japanese market. Potential products include planters, pots, garden fences, arbors, and trellises. Additionally, landscaping goods, tools, and equipment that promote “low maintenance” gardening are also promising.
U.S. suppliers interested in learning more about opportunities in the Japanese garden equipment market—such as connecting with Japanese home improvement centers, the main distribution channel for this product segment—should contact Commercial Service Japan at office.tokyo@trade.gov.