Gardening in France

2020 IMPACT

Home seclusion trend encourages consumers to invest greater time and energy into outdoor areas, benefiting certain areas of gardening in 2020

While 2020 saw overall gardening in France record similar current value growth to the previous year, different areas of the category saw a notable upturn during the year as gardening was a major focus by many local consumers, not just during the initial lockdown in the spring but also into the summer with various restrictions remaining in force.

Indoor plants suffer as consumers move outside for spring and summer

Polarising trends influenced the performance of horticulture within gardening in 2020: overall declining value sales were linked to the move away from the previously strongly performing indoor plants as the French switched to outside living during the warmer months, not only tending their lawns and flower beds, but also attempting to grow their own produce. The review period had seen an increasing trend for consumers residing in large cities, particularly apartment dwellers, to purchase indoor plants from local florists as a way to bring “the outside in”.

Highly fragmented competitive landscape led by affordable private label

The competitive landscape of gardening remained highly fragmented in 2020, with private label holding the highest overall combined share. Identifying specific brands in terms of plants in France is difficult, although labels marketed as “Made in France” are becoming increasingly popular amongst local consumers.

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