The second largest retail market for gardening in the world, Western Europe has recorded a muted growth performance over 2014-2019. During the Coronavirus pandemic industry sales, led by horticulture products, are expected to record a significant spike due to new consumer demand. However, this recent boost to growth is likely to lose steam as economic circumstances and the progressive rollback of lockdown measures put pressure on consumer incomes and attention spans.
Following a largely stagnant period for growth, Western Europe is expected to record a notable increase in sales of gardening during the COVID-19 pandemic. This is expected as consumers under shelter-in-place orders increasingly turn to the category as an alternative form of recreation and easily accessible home improvement.
During the COVID-19 pandemic, indoor plants are expected to record some of the fastest growth in value sales as rising numbers of new or casual consumers are drawn into the market. Through 2020, consumers are expected to take greater interest in plants’ value as a means to improve indoor spaces and as a leisurely pursuit.
Over the duration of the 2019-2024 forecast period, however, new consumer interest is likely to lose momentum as pressure mounts on consumer incomes and attention spans. Total sales are likely to expand at a 1% CAGR with absolute growth of USD938 million
Across markets consumers under shelter-in-place orders gained a significant amount of experience with e-commerce and other digital tools in order to shop safely. This experience is likely to translate into increased willingness to consider e-commerce as a viable channel for future gardening purchases.
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