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Truper Herramientas remained the overall leader in gardening in Mexico in 2014 with a value sales share of 7%. It offers a wide selection of good-quality, competitively priced products under its Truper and Pretul brands, which recorded 6% and 1% category value shares respectively in 2014. The company is the leader in gardening hand tools, gardening power tools, watering, and lawn mowers. Part of its success derives from an extensive distribution network, which covers major chains and small independent retailers across the country. Scotts de Mexico SA de CV was the second-leading player overall in 2014, with a value share of 2%. The company is the leader in fertiliser, where it held a 36% value share in the year. This position is due to the combined strength of its Scotts and Miracle-Gro ranges, which had 19% and 17% value shares respectively in 2014. Scotts de Mexico also ranked second in pest control, where it offers the Ortho brand, which held 31% of the category’s value sales. Other prominent competitors in the highly fragmented gardening category include Industrias H24 SA de CV, Black & Decker SA, Sulfatos Y Derivados SA de CV, Ames True Temper de México S de RL de CV and Vigoro Industries Inc.
While gardening as a whole will continue to develop positively over the forecast period, growth in total value sales at constant 2014 prices is expected to remain modest. As was the case during the review period, demand for gardening products will continue to be hampered by the fact that there is limited space for gardens in urban areas, where the majority of Mexicans live, as well as by the tendency of middle- and higher-income households to hire professional gardeners. Increasingly busy lifestyles and the not-yet-developed state of the local “grow-your-own” culture will also keep demand for gardening products moderate.
Gardening Market ResearchAnalyse key trends and developments in Mexico for all product categories, competitors and channels.
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