Analyst Euromonitor outlines global gardening trends

Euromonitor home and technology senior analyst Stefano Botter's new report states worldwide online gardening sales were $5,671m (6.6%) in 2017, and will reach 9% value by 2022.

There will be a 7% compound annual growth rate from 2017-22 at US$ retail value. The overall garden market is estimated at $86billion global value with 1% annual growth rate.

Gardening per capita spending is:

  • North America $100+
  • Australasia $80+
  • Western Europe $60+
  • Eastern Europe $5
  • Rest of the world $1

The robotic lawnmower market in 2012 was $200m, in 2018 $800m, and is predicted for 2022 to reach $1bn.

Factors impacting the market include:

  • Shifting market frontiers-Africa and Asia 60% global population by 2030 and half global consumer income.
  • More people living in cities and generation gap impacting gardening.
  • Urban/apartment living rising Western Europe 80/40%.
  • Time poor millennials shopping online. Connected consumers include 47% worldwide with access to the internet, 90% to 3G+ network and 49% access to broadband. 
  • Shopping is being reinvented with Planty smart pots and more competition in smart gardening-Smart Lilo, Aerogarden, Herbie, Veritable and SmartGarden.
  • Ethical living-gardening gets greener, sustainability, veganic gardening, anti-plastic (Lovania reduce non-recyclable plastic by 2,000 tonnes), National Trust ‘war’ on plastic, Haxnick/Vipots/Aeroplas products.

 

 


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