Gardening in Taiwan

PROSPECTS

Gardening shows signs of new life as consumers overcome obstacles to grow

Lack of space in densely populated urban areas of Taiwan has meant a low general interest in gardening compared with other developed countries. Economic stagnancy over the review period contributed to a decline in growth in gardening as consumers spent less on a pastime not considered an important part of daily life.

Indoor plants popular as decorative and functional additions to the home

Indoor plants continued to dominate current value sales in gardening in 2019. Consumers in Taiwan like to decorate their homes with evergreen plants and flowers, especially during the Lunar New Year holiday.

Home improvement and gardening stores dominates distribution

Taiwanese consumers still prefer to buy their gardening products from store-based outlets, as opposed to via e-commerce. Gardening distribution in Taiwan is dominated by home improvement and gardening stores.

COMPETITIVE LANDSCAPE

Green Orchids Co leads, followed closely by Taiwan Horticultural Co

Green Orchids Co continued to lead gardening in 2019, thanks to its wide variety of products covering garden care and horticulture. The company has been established in Taiwan for nearly 40 years and has built up an extensive distribution network within a variety of store-based channels.

Domestic players benefit from connection with local consumers

Gardening remains highly fragmented in 2019, with domestic players accounting for most of the activity. Domestic companies benefit from familiarity with local consumers and established relationships with local distribution IKEA is the biggest multinational brand present in gardening in Taiwan and is operated by Dairy Farm International Home Furnishings Taiwan Ltd.

Consumers focus on price over brand and remain unmoved by smart gardening products

Low brand awareness among Taiwanese consumers has contributed to fragmentation throughout gardening. Customers show little interest in smart gardening products, which undermine much of the enjoyment of gardening.

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