Gardening in Romania

PROSPECTS

Growth in both rural and urban areas

Around half of the population lived in the rural areas in Romania in 2018, with most households having access to a garden. In these areas gardening is regarded more as a means of providing food for the household, rather than a hobby.

Urban gardening increasingly popular

The urban housing market is moving towards apartment ownership, which may limit access to gardens given the minimal green spaces within cities. On the other hand, urban gardening is a response to overcrowded cities.

Home improvement and gardening stores the main distribution channel

Home improvement and gardening stores are clearly the preferred shopping destination for Romanians for gardening products due to the wide geographical coverage and variety of products stocked in these outlets. For instance, the main retailer, Dedeman, opened its 49th store in 2018.

COMPETITIVE LANDSCAPE

Husqvarna Padure & Gradina maintains its lead in an increasingly competitive environment

In a context of fierce competition, Husqvarna Padure & Gradina remained the leading player in gardening in 2018 due to its investment in quality and innovation in gardening equipment products. Increasing consumer purchasing power triggered a premiumisation trend and Romanian consumers opted for high-quality products.

Innovation and automation key differentiators

Given the key role that automation is playing in private gardening activities, in 2018 Husqvarna Padure & Gradina launched a new brand of robotic lawn mowers, X-Line Automower, which emphasises connectivity through its Automower Connect. It stands out because it needs no human supervision and can work regardless of weather conditions.

A year of development for private label

Even if large international players characterise gardening, domestic private label products gained ground in 2018. They managed to develop in a context in which premiumisation was a major trend by addressing low-income demographics which are often neglected by the leading players.

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