Executive Summary

Apr 2019
PROSPECTS
Spaniards showing more interest in gardening

2018 was another positive year for gardening in Spain. This can be attributed to the wider offer of gardening products in various retail channels, stronger marketing activities to promote a gardening culture and the rising popularity of urban gardening, supported by internet blogs and platforms such as Instagram.

Robotic lawn mowers the best performing category, albeit from a low base

In 2018, Spain experienced a great deal of rainfall. While this hampered sales of watering and fertiliser, it favoured gardening tools and lawn mowers.

Smart products for tech-loving consumers

The gardening retail environment in Spain has traditionally been very fragmented because of the widespread presence of viveros and centros de jardineria throughout the country. Nevertheless, large home improvement and gardening stores such as Leroy Merlin expanded their gardening offer and captured a larger share of sales over the review period, along with grocery retailers, mainly by focusing on hand tools and horticulture.

COMPETITIVE LANDSCAPE
Gardening remains a hugely fragmented category

Gardening remained a hugely fragmented category in 2018, largely due to the presence of many unbranded products, especially within horticulture, local players and a high level of manufacturer specialisation. Indeed, many manufacturers are only present in one or two categories.

Gardening kits attract consumers looking to grow their own produce

Ikea has increasingly been focusing on gardening products to strengthen its presence in this category. In addition to its traditional assortment of indoor plants, in 2017 the retailer also started to increase its focus on indoor gardening.

Smart products for tech-savvy consumers

It is not only homeowners with gardens but also apartment dwellers, especially millennials, who are showing a growing interest in gardening. Some manufacturers, including Gardena, as well as retailers, have already tapped into this trend by creating urban ranges of gardening products, for example gardening equipment, particularly hand tools.

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Gardening in Spain

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Overview: Discover the latest market trends and uncover sources of future market growth for the Gardening industry in Spain 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 Spain 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 Spain - Category analysis

HEADLINES

PROSPECTS

Spaniards showing more interest in gardening
Robotic lawn mowers the best performing category, albeit from a low base
Smart products for tech-loving consumers

COMPETITIVE LANDSCAPE

Gardening remains a hugely fragmented category
Gardening kits attract consumers looking to grow their own produce
Smart products for tech-savvy consumers

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 Spain - Industry Overview

EXECUTIVE SUMMARY

Spaniards invest in updating their homes
Dynamic housing market drives sales
Many players competing in a fragmented environment
Retailers adopt new strategies to cope with changing consumer habits
Forecast period performance to be shaped by various factors

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

DEFINITIONS

SOURCES

Summary 1 Research Sources