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Strategy Briefing
Gardening in Western Europe
Feb 2019
US$1,325Added to Cart
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About This Report
New Report Guarantee
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
Gardening in Western Europe, after suffering the impact of economic crisis and bad weather, managed to return to growth at the end of the review period. This was due to improved economic conditions and technological innovations attracting customers again. Driven by the health and wellness trend along with “smart gardening” technology, the category is expected to continue to grow, but will remain sluggish, as gardening is a mature category in Western Europe and garden spaces are shrinking.
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Overview
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.
Key Findings
Gardening stagnated over the 2012-2017 period
Gardening struggled to grow over the review period. Rainy weather conditions at the beginning of the period, particularly in 2013, adversely affected the category. Moreover, the region was still recovering from the economic crisis, leading consumers to reduce expenditure on items considered non-essential.
Private label remains important for WE consumers
Although large companies are growing, Western Europe’s gardening competitive landscape remains highly fragmented. Horticulture in particular shows the highest level of fragmentation in Western Europe, as the top three players account for a value share of less than 5%. Gardening private label products are very attractive to consumers. Western Europe is indeed the region with the highest private label penetration globally.
Groceries and internet retailing continue to grow
Gardening distribution is dominated by home improvement and gardening stores. However, it is becoming increasingly easy to find gardening products sold through hypermarkets, supermarkets and discounters. Internet retailing continued to show robust growth as well. As a result garden specialist retailers understand that they need to focus on the omni-channel approach if they want to maintain a strong relationship with customers.
Smart and conscious gardening will be the main drivers in future
The maturity of gardening in Western Europe limits the potential for growth. Innovation will come mainly from smart gardening and sustainability and healthy living trends which are attracting a younger generation. Voice control and connectivity are now a reality in the gardening world, and vegan and cruelty-free products are expected to take off.
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Request more informationTable of Contents
introduction
Scope
Key findings
REGIONAL OVERVIEW
Gardening stagnates in Western Europe
Stable value growth expected for gardening in Western Europe
Regional Overview
Technological innovation is shaping gardening
Horticulture is the dominant category in the region
Italy suffers due to uncertain economic situation
Emerging consumer lifestyles are shaping gardening
Online retailing is taking off in the UK
Grocery and internet retailing try to put pressure on specialists
LEADING COMPANIES AND BRANDS
Big companies gain share, but fragmentation remains high
Western European consumers highly value private label
Leading Companies and Brands
Big players derive significant sales from four key markets
The top three brands consolidate their position
Forecast Projections
Gardening forecast sales driven by new lifestyles
Smart indoor gardening is on the rise
COUNTRY SNAPSHOTS
Germany: market context
Germany: competitive and retail landscape
France: market context
France: competitive and retail landscape
United Kingdom: market context
United Kingdom: competitive and retail landscape
Italy: market context
Italy: competitive and retail landscape
Spain: market context
Spain: competitive and retail landscape
Netherlands: market context
Netherlands: competitive and retail landscape
Sweden: market context
Sweden: competitive and retail landscape
Switzerland: market context
Switzerland: competitive and retail landscape
Turkey: market context
Turkey: competitive and retail landscape
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.
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