Gardening in Western Europe

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.