Macroeconomic factors have disrupted household gardening consumption and consumer lifestyles, consequently, new drivers of demand are shaping the future of the gardening sector. The shift in the typical gardener profile will be characterised by the willingness to create a self-sufficient sustainable environment which will lead gardening technology innovation to be driven by resource-saving features and product efficacy.
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Growth in gardening sales in China have been driven by M&A activities in the horticulture segment and higher consumer expenditure in pots and planters resulting from the rise of apartment dwellers and the willingness to improve indoor air quality.
Urbanisation, apartment dwelling and legislation will support the rise of indoor gardening products such as hydroponics as household space is getting smaller and the gardener of the future is willing to become self-sufficient.
Water stress level is increasing especially in Middle East and Africa which will lead consumers to turn their attention towards water tolerant crop technologies, smart watering devices and artificial grass.
Horticulture and gardening equipment will dominate forecast growth as a result of innovation in premium and branded products and the rise of the grow-your-own movement.
Gardening internet retail value sales are expected to significantly grow across all regions especially in Asia Pacific where store-based retailers have struggled to penetrate rural areas.
The typical gardener of the future is well informed, looking for sustainable plant protection solutions and receptive to resource-saving gardening equipment such as smart watering systems.