Gardening in Asia Pacific

Strategy Briefing

About This Report

Oct 2018

Asia Pacific was the fastest growing region for gardening globally over the 2012-2017 period. Urban migration, increased awareness of gardening and positive government initiatives in Asia Pacific support the robust growth of gardening, with Japan and China being the two heavyweights of the region. The gardening market is highly fragmented with home improvement and gardening stores dominating distribution. The outlook for the region is highly positive for the forecast period 2017-2022.

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Gardening in Asia Pacific

Japan and China continue to be the heavyweights in Asia Pacific

Japan and China are the powerhouses of gardening in Asia Pacific, and drive the growth of the whole region. Gardening traditionally has not been very popular in the other countries, such as India and Indonesia, where mid-to-high income consumers tend to outsource their gardening activities. This is, however, changing with the increase in internet penetration leading to increased consumer awareness of gardening.

Government initiatives a major boost for gardening

Many cities in Asia Pacific offer only limited space for gardening. This has increasingly led to governments rolling out initiatives to encourage citizens to adopt gardening through activities like community gardening in shared spaces, and urban farming plots on rooftop gardens. Citizens are increasingly embracing these initiatives, which is a major boost for gardening.

Horticulture dominates, with people wanting a healthy living environment

Horticulture is the dominant category in the region, owing to the scarcity of urban land. Rising disposable incomes, along with urban migration in countries such as China have enabled people to pursue higher standards in their living environments, which has resulted in horticulture growth.

One-stop solutions attract consumers

Gardening distribution is dominated by home improvement and gardening stores, as these retail outlets provide consumers with a one-stop solution for all their needs. These stores offer a wide product range, and customers are able not only to look for particular products but can also get specialist advice on how to maintain their gardens. Internet retailing, although only nascent, is increasingly gaining traction amongst consumers. 

Introduction

Scope
Key findings

Regional Overview

A large population turns Asia Pacific into the land of opportunity
Growing interest in urban gardening results in robust growth
Urban migration drives growth in horticulture
Prevalent do-it-for-me culture limits growth of gardening equipment
Growth in edible gardening a boost for horticulture
Busy lifestyles ensure growth of low maintenance indoor plants
Japan and China drive growth in Asia Pacific
Government initiatives help urban gardening gain traction
Online retailing sees strong growth in China
Home improvement and gardening stores enjoy unparalleled dominance

Leading Companies and Brands

High levels of fragmentation leads to price being the key differentiator
Consumers have greater trust in branded gardening power tools
Domestic companies continue to overpower international companies
Japanese brands look international as domestic market stagnates

Forecast Projections

High urban migration and rising awareness ensures a positive future
Accessible tools encourage more elderly people to take up gardening

Country Snapshots

China: market context
China: competitive and retail landscape
Hong Kong: market context
Hong Kong: competitive and retail landscape
India: market context
India: competitive and retail landscape
Indonesia: market context
Indonesia: competitive and retail landscape
Japan: market context
Japan: competitive and retail landscape
Malaysia: market context
Malaysia: competitive and retail landscape
Philippines: market context
Philippines: competitive and retail landscape
Singapore: market context
Singapore: competitive and retail landscape
South Korea: market context
South Korea: competitive and retail landscape
Taiwan: market context
Taiwan: competitive and retail landscape
Thailand: market context
Thailand: competitive and retail landscape