Gardening in Asia Pacific

Asia’s unripe green thumb

Unlike other home and garden categories where Asia Pacific contributes around a third of global value sales, gardening in Asia Pacific only accounts for 11% of the global market. Category growth has traditionally been suppressed by urbanisation sweeping through the region and the lack of lawns and large gardens caused by apartment living. Gardening has also remained a relatively niche hobby. Much like home improvement, the Do-It-For-Me (DIFM) mentality persists and has resulted in low levels of gardening knowledge and tendency to outsource labour.

Indoor gardening brings the great outdoors into homes

Horticulture is the largest category by far in Asia Pacific’s gardening market, with indoor plants presenting the most potential. Horticulture benefits from consumers’ desire to spruce up their interior with greenery despite the lack of gardens. Instead of taking pride in lawns and patios, indoor plants such as bonsai, flowering plants, and pots and planters fit nicely in apartments and require minimal maintenance.

More than just shopping at brick-and-mortar stores

Home improvement and gardening specialist retailers continue to enjoy unparalleled dominance in gardening distribution. Retailers are not only a place for shopping but also a platform for consumers to seek gardening advice as they do not possess sophisticated knowledge. Although internet retailing is still nascent, omnichannel capabilities will become increasingly important for retailers to gain a competitive advantage, especially as the region faces a rapidly ageing population.

Green is the new black

Gardening continues to find its primary audience in older demographics, although a desire for healthy living has allowed urban farming and gardening to burgeon among younger consumers. Backed by government support, community gardening and rooftop gardens are set to continue growing into havens where people, young and old, can go to participate in the relaxing activity of gardening or grow their own edibles.