Despite rising from a relatively small sales base, gardening witnessed robust growth in China over the review period, supported by the health and wellness trend. Furthermore, as fluctuating lockdown measures and long-distance travel restrictions curbed consumers’ plans to get closer to nature for relaxation purposes due to China’s “zero-Covid” policy, gardening has become an increasingly popular stress-reducing way to lift their spirits at home.
The emergence of the Omicron variant in China in early 2022 has driven short-term demand for vegetable and fruit seeds. As consumers at the centre of the outbreak, mainly residing in Shanghai, were strictly locked in their homes, it was extremely difficult to access fresh vegetables and fruits due to the closure of offline markets, and initially the halt of logistics and home delivery.
Over the forecast period, gardening is expected to post strong double-digit value growth (at constant 2021 prices), driven by increasing consumer awareness and fondness for green spaces and nature, considering that China’s “zero-Covid” policy is likely to normalise in terms of restrictions, and consumers will increasingly recognise the value and quality of their homes. Horticulture, especially indoor plants, is projected to continue leading growth moving forward, benefiting from dominant apartment dwelling in China.
Gardening has an extremely fragmented competitive landscape in China, with many small and even unbranded products present. Local consumers see gardening products more as commodities, instead of consumer goods where brands can add value, due to limited innovation or disruptive products in the category.
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Includes: products purchased by consumers through retail channels. Excludes: commercial sales to professional landscapers / groundskeepers / tradesman / contractors etc for gardening / landscaping. Excludes: outdoor furniture, be it self-assembly or ready-made, which is tracked under Outdoor Furniture. Excludes: Barbecues and Garden Sheds, which are tracked under Outdoor LivingSee All of Our Definitions
This report originates from Passport, our Gardening research and analysis database.
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