Gardening benefitted from COVID-19, with current value growth more than double that of 2019 and was the best performer in home and garden overall. With people staying at home more and with more time on their hands, this led to more time spent in gardens and summerhouses, resulting in a boost in current sales, especially of gardening equipment and horticulture.
In gardening in Sweden, the three leading companies in terms of value share are Plantagen Sverige, Husqvarna and Blomsterlandet i Sverige. These three companies have their particular strengths in different product areas.
The fastest-growing category in 2020 in Sweden was robotic lawn mowers. The product area has experienced high growth rates in recent years, with the exception of 2018 because of its unusually hot summer, and the product is quickly becoming a favourite among Swedish households.
Gardening is expected to register healthy constant value growth over the forecast period, though growth will not be as high as in 2020, where due to people spending significant amounts of time at home as a result of COVID-19, it received an unexpected boost. Over the forecast period, growth will be driven by the trend of growing your own and as a means to relax and escape from the stressors of the modern world.
In Swedish society, there is great interest in gardening, which has been gathering momentum for quite some time. Swedish consumers enjoy being out in nature and increasingly view gardening as a sort of digital detox, where they can relax and recover from the fast-paced, digital-centric world that otherwise exists in society.
The majority of sales in gardening in Sweden will continue to be made through home improvement and gardening stores, at popular retailers like Granngården and Plantagen Sverige, where consumers can view the products in person and buy most of their gardening supplies in the same location. While e-commerce remains a relatively small distribution channel in gardening, it will see strong growth over the forecast period.
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Understand the latest market trends and future growth opportunities for the Gardening industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Gardening research and analysis database.
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