GfK reveal flat 2016 garden market with technology the hope for growth

As a whole, the gardening market in Great Britain, Germany, the Netherlands, France and Belgium (the EU5) has shown 0.1 per cent growth, says market analyst GfK.

Total sales volume in the first six months of 2016 was €4 billion. The market in the Netherlands had growth of 9.6 per cent compared to the same period last year. In Germany sales rose by 4.4 per cent.

GfK said: "While the overall market may be fairly stagnant, one area that is showing vigorous growth is smart gardening. In the first half of 2016, volume sales of robotic lawnmowers grew by 37.2 per cent and achieved total sales of €127 million. Gardeners in the Netherlands were the most enthusiastic adopters of robotic lawnmowers – sales value here grew by 92 per cent year-on-year.

The percentage of natural products in the total garden chemical market grew by 7.8 per cent year-on-year. France and the Netherlands have led the way in terms of growth with sales in these markets up 16.2 per cent and 12.1 per cent respectively.

Hand tools were down 1.9 per cent, watering one per cent, bio chemicals three per cent and powered gardening was up 3.9 per cent for the first six months of 2016 compared to the first six months of 2015.

GfK also said Britain had a 23 per cent proportion of the barbecue market among the EU5.

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