The home gardening trend continued in 2021 as COVID-19 related restrictions remained in place throughout much of the year, with schools remaining closed, and many employees continuing to work from home. The new reality saw more consumers turn to gardening to fill long hours confined to the home area, including the garden, balcony or terrace.
Another trend that increased in relevance because of the COVID-19 crisis and related home seclusion was the growing consumer interest in interior gardens to decorate domestic spaces and support emotional wellbeing during long periods of home seclusion. Consumers started to have gardens in their homes, which served to increase demand for certain seeds, soil, fertilisers, and hand tools to tend to plants and flowers.
International players, Truper Herramientas and Black & Decker, continued to lead gardening equipment, including lawn mowers, in 2021. Their offerings, such as Truper and Pretul, and Craftsman and Black+Decker, respectively, as well as other international brands like Yard Machines (MTD Products) and Husqvarna (Accesorios Forestales de Occidente) are well known in the country.
A slowdown in the pace of retail value growth is anticipated during the forecast period, largely because of normalisation following the strong demand generated by the very particular conditions resulting from the COVID-19 crisis. As consumers return to the workplace and social and leisure norms in the aftermath of the pandemic, there is likely to be less time and energy to maintain gardens and care for indoor and balcony/terrace plants.
Home improvement and gardening stores is well placed to remain the dominant channel in the forecast period, especially as consumer mobility returns to normal with the fading of the pandemic. The international chain, Home Depot, the key specialist retailer, benefits from a long-established presence in the market, strategically located stores and competitive prices and promotions.
The trend towards consumers growing vegetables and fruit for consumption in urban environments is set to continue during the forecast period, supported by a general rise in interest in natural and organic food products. This trend will also be supported by high rates of inflation squeezing consumer budgets.
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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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