Gardening: Category Overview

Strategy Briefing

About This Report

Sep 2014

Gardens and gardening are changing. Gardens are shrinking and becoming more urban, while gardening is increasingly motivated by a variety of diverse factors, ranging from environmentalism and communitarianism to gastronomy. All of this is having an impact on the gardening market, with products that make gardening more convenient and accessible growing in popularity. Smartphones and social media are also beginning to play a more important role, particularly among younger gardeners.

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Gardening: Category Overview

Gardens are shrinking and becoming more urban

The gardening market is increasingly motivated by factors ranging from environmentalism and communitarianism, to grow your own and gastronomy.

Urban Gardeners

Urbanisation and rising property prices are putting pressure on the average home size and the average garden size, in many countries. As cities grow and average living space shrinks, the needs of many gardeners are changing. Urban gardeners require products that are easier to store and more convenient to use. Time-poor gardeners need gardens that require less maintenance and more efficient tools; these two factors are key market drivers. Robotic lawnmowers will go increasingly mainstream, particularly in Western Europe, as their prices fall.

Baby Boomers drive the market

The ageing population will be the key demographic driving gardening sales. In addition, as the baby boomers reach retirement age, they will provide a boost to demand. Economic instability has hit the gardening market hard in recent years, particularly in Western Europe, but with a recovery under way, consumers may now be more willing and able to purchase big-ticket items for their gardens.

Conversely, tougher times could lie ahead in such emerging markets as China and Russia, where economic growth appears to be slowing, making consumers more value conscious.

Gardening is growing on-line

Access to sophisticated and popular gardening apps and ancillary products (such as environmental sensors) is being increasingly facilitated by ubiquitous smartphones. Although still in their nascent stage of development, smartphone apps and sensors are set to play an increasingly important role in gardening and communication of techniques and product recommendations. Smartphones and social media offers manufacturers, the opportunity for sophisticated product marketing and build-brand initiatives, particularly among younger gardeners.

Environmental changes and regulations squeeze manufacturers

Environmental awareness is growing among consumers and governments are tightening regulations. Manufacturers are being forced to innovate in order to find alternatives to such products as peat (for soil) and neonicotinoids (pesticides). The persistence of drought conditions in some markets is shifting attitudes towards water use, leading to increased demand for gardens that require less water, and more sophisticated watering and irrigation systems. In some parts of the US, suburban lawns could even become a thing of the past. boost consumer interest in hydroponics as an alternative to traditional gardening.

What this report includes

  • Top-level strategic analysis of how major consumer trends will influence global markets
  • Consumer insight
  • Impact across all relevant consumer markets
  • Unique graphics and case studies
  • Key market snapshots
  • Accompanying presentation to synthesise main findings

Why buy this report

  • Identify factors driving change now and in the future
  • Understand motivation
  • Forward-looking outlook
  • Briefings and presentation should provoke lively discussion at senior level
  • Take a step back from micro trends
  • Get up to date estimates and comment

Introduction

Scope
Key findings
Decline in global sales accelerates in 2013
Gardening equipment particularly hard hit
Western Europe still the largest regional market
Chinese and Russian markets grow in importance
Growth markets concentrated in Asia
Economic growth and housing market key demand factors

Global Trends in Gardening

Ageing societies could mean more gardeners
Are we entering the age of “smart gardening”?
The incredible shrinking home
Lifestyle trends boost consumer interest in gardening
Subdued consumer confidence makes value a priority for many
Social sharing a threat to sales
The art of gracious outdoor living
Regulators push a green agenda

Regional Variations

Japan and China account for the bulk of Asia Pacific sales
The “Big Dry” continues to resonate in Australia

PPT Template April 2011

Increased home ownership boosts demand in Eastern Europe
Gardening remains a spectator sport for many Latin Americans
Middle East and Africa: South Africa
Interest in gardening spans the generation gap in North America
Growth fails to keep up with inflation in Western Europe

Future Directions

US market to be key growth driver?
The “Internet of Things” will make smart gardening a reality
Is the gardening market ripe for hydroponics?
Persistent drought to alter gardening habits?
Fake lawns a growing threat to the gardening care industry (I)
Fake lawns a growing threat to the gardening care industry (II)
The shifting motivations of gardeners
Urban gardening set for further growth
Surfing the health and wellness wave in horticulture

Conclusions

Conclusions