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