"Gardening in France" Published

After two consecutive years of decline, gardening rebounded by 2% in current value terms in 2014. The main driver of growth was the favourable weather conditions ??" a year-round temperature 1.2°C above average and rainfall 10% higher nationwide ??" which rekindled interest in gardening activities, whilst simultaneously boosting the proliferation of pests and weeds. The prolonged socioeconomic downturn also positively impacted the category, inasmuch as cocooned French households were keen on home-based hobbies, notably gardening, handiwork and cooking.

Competitive Landscape

Gardening in France is highly fragmented amongst diverse players, with the top 20 players (excluding other private label) generating less than a 30% share of value sales. In 2014 Scotts France, the leader in garden care, held the biggest value share of 4%, followed by Husqvarna, the leader in gardening equipment. All in all, the year was also marked by Ryobi’s excellent progression and rise into the top 10 in gardening. The value share for overall private label also progressed slightly, to 11% in 2014.

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Industry Prospects

Over the next five years, gardening in France is expected to be relatively flat in value terms at constant 2014 prices. According to trade sources, and despite the exceptional 2014 performance, gardening is likely to suffer from disinterest amongst the younger “tablet” generation. Besides, growing competition in the most dynamic category of gardening equipment is likely to result in lower value growth over the forecast period. Gardening is set to remain afloat thanks to the likely rebound in the housing market from late 2016 or early 2017.

Gardening Market Research

Analyse key trends and developments in France for all product categories, competitors and channels.

Evaluate the market position and financial performance of the leading national and international market players.

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