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Strategy Briefing
Gardening in Western Europe
40 pages, Feb 2018
US$1,325Added to Cart
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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
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!
Bad weather conditions and the weak economic climate have previously dampened demand for gardening in Western Europe. However, a stronger economic environment, health and wellness trends and smart gardening technology are expected to boost performance, albeit sluggish, of the category over the forecast period. Urbanisation and apartment living will result in smaller garden spaces, and manufacturers will need to be creative in order to tempt millennials towards gardening as an activity.
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Overview
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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.
Germany and the United Kingdom to remain market leaders within the region
Western Europe was the second-largest region for gardening value sales in 2016, ranked second after North America. Germany and the UK are the largest markets in the region, accounting for a 37% value share. Gardening is a mature market in most Western European countries, and value growth over the forecast period is expected to remain sluggish as a result.
Gardening gets “smart”
The largest category in value terms in Western Europe is horticulture, however, the most promising category is garden equipment. Indeed, Internet of Things (IoT) technology and the smart gardening trend are having the greatest impact on lawn mowers and watering, which are expected to record the strongest growth over the forecast period.
Gardening specialists fight back from the internet retailing threat
The fastest-growing channel is the internet, one which, with services such as click-and-collect, is expected to continue gaining share over the forecast period. However, home improvement and gardening stores will remain dominant in gardening products, due to the channel’s vast product assortment and improvements to the in-store experience.
Highly fragmented competitive landscape with many players involved
Western Europe’s private label penetration rate is 10%, the highest compared to all the other regions. The presence of international players is relevant in Western Europe’s gardening market, but leadership is retained by two local companies: Husqvarna and Bosch. The market is therefore very fragmented, as the two largest players combined did not even account for a 7% value share of gardening in 2016.
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Introduction
Scope
Key findings
Regional Overview
Interest in gardening is declining in Western Europe
Positive but sluggish forecast value growth expected
Weak economic recovery drags Italy down
Technological innovation boosts robotic lawn mowers
Bad weather conditions put pressure on horticulture
Gardening remains an activity for older generations
Availability of gardening items increasing among non-specialists
Garden specialists stand firm despite pressure from grocery
Leading Companies and Brands
High degree of fragmentation in Western Europe
Private labels attract consumers seeking affordable solutions
International players compete with local companies
Gardening equipment brands top rankings in 2016
Forecast Projections
Gardening forecast sales driven by innovation and convenience
Lifestyle trends and smart solutions will help sustain value sales
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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