Gardening in China

PROSPECTS

Health and wellness trend bolsters interest in gardening

The gardening category registered significant growth in 2019 resulting from its low base and Chinese consumers’ increasing appreciation of gardening. Consumers’ increasing fondness for sharing aspects of their lives on social media has helped to accelerate the rise in popularity of gardening, particularly a growing interest in the aesthetics of gardening, which goes hand-in-hand with a broader interest in design and domestic aesthetics.

Indoor plants compatible with modern urban demand

Indoor plants was both the largest and the most dynamic category in gardening by value in the final year of the review period. The category’s popularity and expansion are supported by the demands of modern urban living.

Smart gardening beginning to emerge

Though still very much a niche area, smart gardening is beginning to show signs of emergence in China. Smart formats and concepts being introduced include automatic watering systems for indoor plants, hybrid Bluetooth-enabled models including a pot, speaker and lighting in a single product, and smart hydroponic indoor systems.

COMPETITIVE LANDSCAPE

A very fragmented category

The competitive landscape in gardening remained very fragmented at the end of the review period, with only one player registering a value share of more than 1% and no company responsible for more than 2% of category value. This fragmentation is underpinned by a high level of commodification, with branded products struggling to provide a strongly differentiated offer.

Zhejiang Hongyue Horticultural Corp extends lead

Zhejiang Hongyue Horticultural Corp remained the largest player in gardening in 2019, with its position supported by a wide product portfolio spanning a number of categories. Moreover, the company extended its lead in the final year of the review period as it benefited from its efforts to develop a multi-channel strategy.

WFM targets demand for convenience with new pot

WFM introduced the Ambient Herbs pot to China at the end of the review period. The product includes an integrated wick watering mechanism, which means that the consumer is not required to water the plants every day and is, therefore, compatible with the strong demand for convenience amongst busy urban consumers.

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