Gardening in France

PROSPECTS

Slow but stable growth

Gardening maintained slow but stable current value growth in France in 2019. Social and political turbulence in the country led consumers to curb their desire to spend.

Robotic lawn mowers maintains the strongest performance

Robotic lawn mowers saw the strongest current value growth in 2019, and this is set to continue over the forecast period, as French consumers embrace a “work smarter, not harder” lifestyle. They tend to be early adopters of new technologies which are perceived to save money and time, particularly when labelled “green”.

The development of smart gardening

The availability of smart gardening products is notably on the rise, particularly targeting young, urban consumers who want the freshness of home-grown products, the satisfaction of being ecologically-friendly, and the image of following the “green culture” movement as they grow their own products. These urbanites have very little knowledge of agricultural practices and little time to devote to such endeavours.

COMPETITIVE LANDSCAPE

Husqvarna France maintains its lead in a fragmented category

With no company able to generate a double-digit value share in gardening in 2019, sales are highly fragmented. However, Husqvarna France maintained its lead in gardening in value terms in 2019, primarily due to its strong position in gardening equipment with its Husqvarna brand, although it also has the smaller Gardena brand in the same category.

Numerous players fight for share

Andreas Stihl remained the second player in gardening in value terms in 2019, benefiting from its strong position in gardening equipment, in which it competes directly with Husqvarna France. Nevertheless, Stihl remained the leading brand in 2019, as Husqvarna’s share is split between two brands.

The slow but steady move towards e-commerce

Although home improvement and gardening stores continued to dominate the distribution of gardening products in 2019, e-commerce continued to see steady strong growth. This is especially the case for indoor plants, which continues to see growth and increasing interest from consumers, as such products last longer than cut flowers.

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