Gardening in Taiwan

PROSPECTS

Gardening registers slower growth due to the stagnant economy

Lack of space in urban areas of Taiwan has resulted in the lower popularity of gardening compared with other developed countries. Economic stagnancy over the review period also led to less expenditure on gardening, because this is not considered a top priority in daily life.

Indoor plants remains the largest category within gardening

Indoor plants continued to see the highest value sales in gardening in 2018, because consumers like to purchase evergreen plants and flowers to decorate their homes, especially during the Lunar New Year. Meanwhile, growing succulent plants in offices or at home for relaxation is popular amongst younger consumers.

Consumers continue to prefer gardening stores

Gardening distribution is dominated by home improvement and gardening stores, as these retail outlets provide consumers with one-stop solutions for all their requirements. A variety of flower markets across the country and vendors in flower markets can pass on relevant gardening knowledge to consumers, which cannot be obtained as easily through online retailing.

COMPETITIVE LANDSCAPE

Green Orchids Co increases its value share

Green Orchids Co led gardening in value terms in 2018, thanks to its wide variety of gardening products covering both garden care and horticulture, as well as its nearly 40 year history. Its extensive distribution exposure, from home improvement and gardening stores to hypermarkets, has helped boost trust in its brands amongst consumers.

Dominance by domestic players due to connection with local consumers

Thanks to greater familiarity with local consumers and better liaison with local distribution networks, gardening in Taiwan is dominated by domestic players. IKEA is the biggest international brand, with a strong presence in pots and planters, as it offers a diverse product portfolio to match all kinds of home décor.

Brands and smart products are not important

Low brand awareness amongst Taiwanese consumers has contributed to fragmentation in all categories. As for smart gardening products, consumers show little interest, mainly because such products deprive them of the enjoyment of gardening.

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