In Germany the pandemic acted as a catalyst for sales in 2020 when it came to local consumers looking to enhance their gardening space. Overall, the pandemic led to a massive cocooning trend, which saw even consumers without gardens investing in gardening products to fit out their balconies or flats with plants, thus resulting in strong growth compared to 2019.
Players in the German gardening space focused on their core business of improving their products, while “outsourcing” the retailing side of things to the big DIY chains like OBI and Bauhaus. Even with the spike in demand via e-commerce in 2020, players were still relying on the DIY chains when it came to meeting the new e-commerce demand and their establishing of relevant platforms.
The ongoing sustainable trend in Germany has also arrived or taken root in Germany’s gardens as well. This trend has been accelerated by COVID-19 as German consumers not only spent more times in their gardens, but also developed further awareness of health and the environment.
Gardening is expected to become increasingly important in Germany over the coming years. However, in urban areas, the space for using gardening products has traditionally been limited.
Germany’s vast number of garden centres, which are classed as home improvement and gardening stores, did well overall in 2020, but suffered from the loss of sales due to the closure of their cafés in most parts of the country. Another pain point has been the difficulty in adopting an omnichannel approach, especially e-commerce sales.
The pandemic accelerated the “urban jungle” trend that was already apparent before the COVID-19 outbreak. The trend towards indoor gardening is expected to continue growing in 2021 and beyond, given German consumers’ increasing awareness of health and sustainability.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Gardening industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Gardening industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Gardening research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page