Gardening in Romania

PROSPECTS

Gardening growth recorded in both rural and urban areas in 2019

With around half of the population living in the rural areas in Romania in 2019, most households have access to gardens. In most areas, gardening is regarded as not just a hobby but as a means of providing food for the household.

Urban gardening continues to increase in popularity

The urban housing market is moving towards greater apartment ownership, and this is limiting the access of many city dwellers to gardens, given that few green spaces are located within urban areas. In response, urban gardening is becoming more popular in Romania’s overcrowded cities, driving increased demand for a wide range of gardening products.

Home improvement and gardening stores remain the main distribution channel

Due to their wide geographical coverage and the variety of products they stock, brick-and-mortar home improvement and gardening stores remain the preferred destination for Romanians shopping for home improvement and gardening products. Retailers continue to open new outlets; for instance, Dedeman SRL opened its 49th store in 2018.

COMPETITIVE LANDSCAPE

Stihl Motounelte Srl, Andreas keeps its lead in gardening in 2019 despite declining value share

Stihl Motounelte Srl, Andreas has been the value sales leader in gardening throughout the review period, and in 2019 the company maintains that leadership position. On the other hand, reflecting the very competitive environment in the category, Stihl Motounelte Srl, Andreas’ value share declined in 2019, again a trend the company has seen throughout the review period.

Innovation and automation continue to differentiate key players in 2019

Amongst the most competitive arenas in home and garden is new product development, and players are continually vying for consumers’ attention through the launch of new innovative products. Highlighting the key role that automation is now playing in consumers’ gardening activities, in 2018 Husqvarna Padure & Gradina launched X-Line Automower, a new brand of robotic lawn mowers which emphasises connectivity through its Automower Connect.

Private label gardening lines continue to grow in 2019

Even as large international players continued to emphasise more expensive, branded gardening products, in 2019 the private label lines of domestic gardening retailers gained ground, with their popularity and success based not on their premium and innovative attributes but rather on the perception by gardening enthusiasts that these products offer a good price/quality ratio. These products are targeted by domestic retailers at low-income consumers, a group often neglected by the leading players.

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