Executive Summary

Apr 2019
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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Gardening in Romania

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Overview: Discover the latest market trends and uncover sources of future market growth for the Gardening industry in Romania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

The Gardening in Romania market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from our Passport, market research database.

Gardening in Romania - Category analysis

HEADLINES

PROSPECTS

Growth in both rural and urban areas
Urban gardening increasingly popular
Home improvement and gardening stores the main distribution channel

COMPETITIVE LANDSCAPE

Husqvarna Padure & Gradina maintains its lead in an increasingly competitive environment
Innovation and automation key differentiators
A year of development for private label

CATEGORY DATA

Table 1 Sales of Gardening by Category: Value 2013-2018
Table 2 Sales of Gardening by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Gardening: % Value 2014-2018
Table 4 LBN Brand Shares of Gardening: % Value 2015-2018
Table 5 Distribution of Gardening by Format: % Value 2013-2018
Table 6 Forecast Sales of Gardening by Category: Value 2018-2023
Table 7 Forecast Sales of Gardening by Category: % Value Growth 2018-2023

Home and Garden in Romania - Industry Overview

Another year of growth
A shift towards higher-quality products and more educated consumers the main trends in 2018
Ikea Romania maintains its lead
Home and garden specialist retailers the favourite shopping destination
Positive forecast for home and garden

MARKET DATA

Table 8 Sales of Home and Garden by Category: Value 2013-2018
Table 9 Sales of Home and Garden by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home and Garden: % Value 2014-2018
Table 11 LBN Brand Shares of Home and Garden: % Value 2015-2018
Table 12 Penetration of Private Label in Home and Garden by Category: % Value 2013-2018
Table 13 Distribution of Home and Garden by Format: % Value 2013-2018
Table 14 Distribution of Home and Garden by Format and Category: % Value 2018
Table 15 Forecast Sales of Home and Garden by Category: Value 2018-2023
Table 16 Forecast Sales of Home and Garden by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources