Gardening in Romania

PROSPECTS

The popularity of gardening soars among both urban and rural consumers

Gardening value sales continued to see fast growth in 2017, influenced by the rise in consumers’ disposable income and the proliferation of chained retailers and sustained by both rural and urban consumers. In the countryside, having a well-tended garden is very important and the population usually plant flowers, fruits, trees/shrubs and vegetables.

Lawn mowers sees the fastest growth

Gardening equipment continued to lead value growth in 2017, boosted by changes in consumer lifestyles and diversification of the product offering. As consumers are becoming more affluent and educated, they prefer solutions which are more efficient and less time-consuming.

COMPETITIVE LANDSCAPE

Intensifying competition

Husqvarna Padure & Gradina SRL remained the leading player in gardening in 2017, due to the performance of its gardening equipment (especially chainsaws) and watering. Consumers are becoming more inclined to choose well-established brands, such as Husqvarna, Gardena or Bosch, which they trust.

A rising number of initiatives aim to educate the gardening consumer

Retailers are increasingly focusing on taking advantage of the growth potential of gardening. In 2017, grocery retailer Lidl expanded its portfolio with The Garden Project range of horticulture products.

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