The year of the home: 2021 as seen by IKEA Australia
In 2021 the world has continued to navigate through the COVID-19 pandemic. For Australians, having to endure multiple lockdowns has refocused the importance of wellbeing in the home. Buying trends reflect throughout the year a surge in spending across Outdoor Living and HomeOrganisation. We also saw a growing trend around second-hand purchases and making environmentally minded choices when shopping for furniture. IKEA also launched a new gaming range and two exciting, limited collections, KARISMATIKS and EFTERTRÄDA. To wrap up 2021, we have included some light-hearted content with the top viral products for the year. 2021 saw us take back our homes and make clear distinctions between workspaces and home life. What changes will 2022 bring?
Hybrid spaces for hybrid living:Working from home, homeschooling and studying from home have become part of everyday life for many people. In 2021, multiple lockdowns meant that many Australians had to adapt their homes to make them a flexible work and living space. This time around, the difference was in the approach and the growing need for permanent hybrid spaces. Rather than temporary changes, Australians’plan to make working from home a firmfixture of the working week moving forward. The IKEA Life at Home Report shows that people want to equip their homes for entertainment and relaxation. More people want their homes to be multi-purpose, with spaces that reflect the changing use of their home for work, learning, hobbies, play and more.
Christine Gough,Home FurnishingDirection Leader, IKEA Australia, said,"In 2021, Australians have spent more time at home, adapting their living spaces to cater to more activities. Before, our home was a place we fell asleep in, and for many people, a restful place away from their busy work and social lives. Today, our homes have evolved into multi-purpose spaces, becoming the new place to exercise, work, study, relax, entertain, connect with nature, work on hobbies and so on. With this shift in home life, we are seeing a need to maximise under-utilised spaces in the home and move from single to multi-function rooms. Clever, innovative ideas that are easy and affordable to transform a space include hanging curtains for privacy, attaching a tabletop to your shelving unit or using tall plants to separate areas.“
“In 2022, we will see this trend of hybrid homes continuing to grow, with the concept of multi-purpose living embedded in new home designs. People will continue to find ways to regain privacy and private spaces in their homes. As we've become closer and togetherness has grown, so has our need to have peace and relaxation. We will see more people changing the way they live outside to find privacy in their backyard or balcony through Screening with Plants and trees for privacy but also beauty. Adding green creates harmony and creates a sense of well-being. We will also see more outdoor cooking and eating, entertaining at home with friends and family", said Christine.
2021 still saw demand for complete desk solutions. These were our top-selling home office desks.
Top 3 selling desks:
A cleaner and tidier home:
The IKEA Life at Home Report shows that there's a strong link between having a tidy home and our mental wellbeing. In 2021 it has become a priority for many Australians to declutter their homes. 38% want their homes to be easy to clean and maintain. Spending more time at home means we become more aware of our surroundings. Suddenly the messy kitchen cupboard and full garage become a real pain point. The trend of decluttering has been around for many years, but until recently, it was something most of us never quite got around to, due to our busy lives. With multiple lockdowns throughout the year, many people have taken the opportunity to use their spare time to focus on their homes.
Christine Gough,Home FurnishingDirection Leader, IKEA Australia, said,"Throughout the pandemic, we have become more aware of the importance of hygiene and cleanliness than ever before. In the past year, we have shifted our attention from focusing on personal hygiene to the home. Keeping our homes clean and organised has been linked to helping improve our well-being. In 2021, we have seen many Australians prioritise having easy to clean and organised spaces. People are taking control of their homes back as their safe space from the uncertainties of the outside world. Also, due to the shift in multi-purpose living, people have had to re-organise their homes to do the activities they want or need to do.”
“In 2022 we will see this trend continue, prioritising organisation and decluttering. The hybrid living situation will encourage people to be more mindful about storage solutions to make it easier to keep the home clean and organised. Natural fibres and tactile textures will be trending in 2022. Creating spaces that are clean and calm will be a priority for many. We will also see a growth in designs with recycled and sustainable materials. The way we consume will continue to shift to align with our environmental values. Customers will also move towards multi-purpose furniture that is easy to move around the home, for example, using kitchen trolleys instead of fixed benches. Changing to home smart solutions will also be a priority in 2022 to make our homes more connected. Smart lighting and sound integration will be top of mind, as it helps transform a space with the touch of a button", said Christine. 2021 has been the year to get back into the organisation of the home.
These were our top-selling storage boxes.
Top 3 selling storage boxes:
2.UPPSNOFSAD storage box in black
The green revolution
More people have a newfound appreciation for nature, and more people are willing to protect the natural environment they have grown to love. Our Voice of Customer Demand 2021 shows that people are changing the way they shop, with increased demand for second-hand goods and sustainably sourced materials in 2021. An interesting finding from the report also showed that 32% of people prioritise having a private garden or balcony. Space and greenery have increased in priority for people's homes in the last 12 months, matching IKEA’s growing demand for outdoor living and indoor plants.
Christine Gough, Home Furnishing Direction Leader, IKEA Australia, said,"2021 sparked a new longing for green spaces and the outdoors. Australians are natural entertainers and love to socialise outside. The recent events have made this more difficult for many, creating a shift in focus to bring the outside indoors. For many people having plants inside the house adds a sense of well-being. We have also seen this trend growing on social media, with green walls and #greenlife trending. “
“For next year, people will continue to prioritise their outdoor living spaces. Whether it is a backyard or balcony, having green living plants, relaxation areas, and privacy will help with well-being and rebalancing the home. In 2022 we will see an increase in small home gardens and indoor plant collections. More people will be bringing the outside in to bring calm and balance to the home,"said Christine.
Life out of lockdown will look different in 2022. People's priorities are shifting, and now more than ever, family, community and wellbeing in the home are at the forefront for many Australians. The trends for last year will continue to evolve in 2022, with an increased focus on second-hand and sustainable products. Also, we will see more people choosing spacious homes with bigger outdoor spaces to provide flexibility for working, entertaining and relaxing. 2022 IKEA expects people to reclaim certain areas of their homes, repurposing spaces to fit with their new priorities. Outdoor living and hybrid solutions will continue to be in focus.
Top 3 selling indoor plants:
3.CHAMAEDOREA ELEGANS potted plant
Top IKEA launches of 2021New gaming range:
With an ever-increasing number of gamers, around 2.5 billion worldwide and a rapidly growing market, getting into gaming was a natural step for IKEA, aiming to create a better everyday life for the many people and the many gamers among them. In collaboration with Republic of Gamers, IKEA created a range of products aimed to democratise the gaming experience by creating relevant, functional, beautiful, and affordable products and complete gaming solutions to make it easier for everyone to create the desired gaming setup. The launch of our gaming range took the industry by storm, with immediate high interest from gamers in the community. With a total of 30 products, covering both furniture and accessories, we have provided a new range accessible for the many people.The gaming range is available at IKEA Australia online and in-stores.
KARISMATISK:
KARISMATISK - the curious collection, which aimed to reach themost relevant and receptive audiences by introducing Zandra Rhodes, telling the story of thecollaborationand showcasing the resulting collection in a way that will surprise and delight. IKEA and Zandra saw an opportunity to reach new consumers by connecting the knowledge that the billion-dollar beauty and fashion industries are built upon. They incorporated the deeply seated human needs of aspirations of self-expression to their new learnings and existing knowledge of life at home and home furnishing. KARISMATISK is a limited collection available at IKEA Australia online and in selected stores.
EFTERTRÄDA:
EFTERTRÄDA is the first-ever IKEA merchandise collection, initially making its debut in Japan in 2020, followed by Singapore, Thailand and Korea. In early May, EFTERTRÄDA finally made it to Australia, allowing our customers to purchase the items that had been making waves on social media. The collection includest-shirts, hoodies, water bottles, towels, tote bags and key rings adorned with the official IKEA logo as the main design. EFTERTRÄDA follows a similar approach to IKEA furniture design with a simple,classicand everyday look. EFTERTRÄDA is a limited collection available at IKEA Australia online and in stores.
Top viral products 2021
FRAKTA Bag- The iconic IKEA FRAKTA bagis transformedinto a wearable face mask by Beijing-based designer Zhijun Wang. This is not the first time our $1 bag has been turned into something new. We have seen many unique creations, from bucket hats to shoulder bags, vests and more.
DRÖMSÄCK- Racking up over 17 million views on Tik Tok, DRÖMSÄCK had been one of the most sought out IT bags. The $40 tote bag can also turn into a backpack. The bag was first introduced to Tik Tok by user Nicole Kaye, who shared some videos of the product. Soon after the product went viral, several stores around the world began to sell out both online and in-stores.
SAXBORGA- A storage box that went viral on Tik Tok gained over 6 million views. SAXBORGA made waves after a UK Tik Tok user, @hellfroggy, shared a video of the smart design. The box is perfect for storing tweezers, nail files, scissors, contact lenses or make-up and has two inserts and 12 small compartments. SAXBORGA has been branded by the public as the bento box for make-up.
