Gardening in Western Europe

August 2022

Gardening sales received a clear boost from the pandemic in 2020, as consumers in home seclusion looked to their gardens as an outdoor oasis amidst the Coronavirus (COVID-19) restrictions and worries. While growth slowed in 2021, it was still higher than usual, with measures to restrict the spread of the virus still in place going into this year. Positive growth is expected for 2021-2026, driven, in particular, by a dynamic performance in the UK market.

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This report comes in PPT.

Key Findings

Pandemic boosts gardening sales

Gardening saw a sales spike due to the pandemic in 2020, with consumers having plenty of time to spend on and in their gardens as well as disposable income spare to lavish on their green spaces due to very limited expenditure on social, leisure and travel activities. Growth slowed at a regional level in 2021, although it remained strong in some countries (Italy, Spain, UK), and positive overall, given restrictions were still in place going into the new year.

Peat-free compost ban upcoming in the UK

The UK is planning to ban peat in garden compost from 2024, and for nursery-grown plants by 2028. A ban on imported indoor and outdoor plants grown in compost is also likely, to ensure that the competitive situation is fair for domestic growers challenged by European rivals.

E-commerce likely to continue gaining share

Although home improvement and gardening stores will remain the dominant distribution channel for gardening over the forecast period, the convenience of home delivery and the opportunity to find competitive prices will encourage a growing audience to shop online more frequently. This is particularly true among the tech-savvy younger generations, who will gradually return to the busy, active lifestyles they led before COVID-19 and increasingly seek the convenience e-commerce offers.

Further positive growth expected in 2021-2026

In most Western Europe markets, growth over the forecast period will slow following the spikes in demand seen during the pandemic. However, Turkey and the UK will continue to record dynamic performances. While Turkey’s will be coming from a very low base, the UK could actually overtake Germany as the biggest market by the end of the 2021-2026 period.


Key findings
Pandemic helps boost Western European gardening sales in the 2016-2021 period
Further positive growth expected despite the sales spike during the pandemic
UK dominates the new sales added during the 2016-2021 period
Robotic lawn mowers the most dynamic product area in Western European gardening
Horticulture adds the bulk of new sales in Western European gardening in 2016-2021
Italy, Spain and the UK maintain their strong growth in 2021
Home improvement and gardening stores dominate gardening sales
E-commerce makes strong share gains during the pandemic
Gardening has a fragmented competitive landscape
Westland Horticulture makes gains over the 2016-2021 period
Germany the main revenue generator for the top 10 players
Westland brand now up to fifth place in the rankings
Positive growth expected throughout the 2021-2026 period…
…with robotic lawn mowers remaining the most dynamic product area
France: Market Context
France: Competitive and Retail Landscape
Germany: Market Context
Germany: Competitive and Retail Landscape
Italy: Market Context
Italy: Competitive and Retail Landscape
Netherlands: Market Context
Netherlands: Competitive and Retail Landscape
Spain: Market Context
Spain: 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
UK: Market Context
UK: Competitive and Retail Landscape

Home and Garden

This project has a strict focus on sales to consumers only. Trade and professional sales are excluded. Home and garden refers to gardening, home improvement, homewares and home furnishings.

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