The interesting insights from IKEA’s 10th Life at Home report hit the relatability quotient with India’s Millennials and Gen Zs
Swedish home furnishings brand IKEA launched their 10th Life at Home report with insights around how Indians live at home. IKEA spoke with thousands of families and captured a decade of discoveries in one of their biggest annual studies around life at home. As priorities evolve, homes have also gone through a series of transformations over the years. The IKEA Life at Home Report 2023 is a culmination of findings from extensive research as well as insights from nine previous editions, 2014–2022. These insights help IKEA create a better everyday life for the many people and develop home furnishing solutions that suit their needs, wants, and dreams.
The global report identifies 4 major themes this year: Current and Future Homes, Sleep, Movement, and Needs of Home.
Delving into India, the report finds that for 50% of Indians, home is their favourite place to be, and 63% of Indians shared that they feel positive about their current life at home. Living close to the ones they love is a big contributor to this. The report revealed that 35% of Indians say that living close to family and friends and 33% shared that being with the people they love are the main elements of feeling comfort and secure at home. So, here’s to endless movie nights, game nights, and shared meals together.
The Life at Home Report 2023 also highlights another reason that makes home a happy place for Indians: furry friends. According to the report, 27% of pet owners shared that having a pet is a factor that helps them feel secure at home. Happiness is unconditional love from a pet, and it’s no wonder 32% of pet owners shared that it’s their pets who rule their homes. 31% of owners also said that they choose spending time with their pets and watching their pets sleep, i.e., 18% is a driver of enjoyment at home. Moving to the outer circle, the report also reveals how Indians feel about their neighbours. Connecting with those around us is essential to creating a sense of home, and 23% of Indians said that knowing their neighbours is a main driver of feeling secure at home, so it’s never too late to knock on the door and say HEJ!
Cleaning, moving, renovating—2024 seems to be the year for it. 56% of Indians are planning to move in the next two years, and an additional 18% are planning to stay in their current home but renovate it. For a lot of Indians, decluttering is an essential way to create space at home, and 22% shared that a tidy and organised home makes them feel comfortable at home. When it comes to household chores, 22% of women and 17% of men feel they are never-ending. So, whether tidying is therapeutic or whether it’s an obstacle course, keeping it organized is the plan.
Indians love their sleep, and according to the report, 33% of Indians find sleeping to be of top importance for nurturing at home, with 23% revealing that a nap brings them the most joy in their life at home. The habits they follow to ensure deep sleep were also revealed. 19% said fresh bed sheets; 12% said having a soothing drink before bed; 31% said it’s their favourite pillow; 26% need complete darkness; 26% said checking that the door is locked; and 10% said looking in the closet or under the bed helps them get the best possible sleep- the recipe for the perfect siesta. The report also revealed a reason for sleepless nights, as 9% of Indians shared that their home may be haunted due to creaky floorboards or strange happenings.
Home has become a sanctuary for holistic health, offering a personalised space to foster physical fitness and mental well-being. For Indians, the top three concerns around their life at home are related to health, with 34% prioritising their own physical health, 29% prioritising their mental wellbeing, and 30% focusing on the health of people around them as well. To make home a multi-sensory space that boosts relaxation, Indians have a lot of tricks up their sleeve. 9% set the mood by lighting candles; 19% said having comfortable furniture is essential; 14% said having the right lighting to match their mood is important; and 8% even shared that keeping crystals at home helps create the perfect ambiance.
Self-love and personal time, too, found a unique place in the report with 20% of Indians sharing that changing clothes when they come home is the main driver of feeling comfort at home; 13% revealed that they sometimes walk around naked at home; and 31% dance or sing at home when no one is around!
“We are obsessed with making life at home better, so it’s been incredible taking a look at the last decade of research to really understand what millions of people around the world and in India need and dream at home. This year’s report highlights that apart from bigger trends like moving and renovation, it’s the little things- like family time, self-care, being a good neighbour, health and wellness, organizing, enjoying meals together at home, and sound sleep- that bring one the ultimate comfort at home. We’ve got the knowledge and the solutions to be a part of these big little moments and will continue to learn from India,” sharesSusanne Pulverer, CEO & CSO (Chief Sustainability Officer) of IKEA India.
In an extension to this year’s report, IKEA collaborated with AI illustrators to imagine and design the homes of the future. The collaboration brings alive three different future scenarios: the first showcases distant family members joining Sunday lunch in a hologram form, the second features bio-solar wallpaper using algae to generate electricity from sunlight, and the last one with chairs created by 3D printers using a mushroom compound. It also explores the new ways we live, sense of community, and how our reliance on the land may change.