New market study, "Gardening in Sweden", has been published

Swedish people greatly appreciate their gardens and regard them as an extension of the indoor living space. The trend grew strongly over the review period due to extensive exposure in the media. Both domestic and international TV shows are broadcast on main channels, providing recommendations, inspiration and a great deal of passion. Due to economic uncertainty, people were more cautious to invest heavily in bigger do it yourself projects and this development benefitted gardening. In 2013, the major company, Plantagen Sverige, presented its yearly survey on people’s perception of gardens, which showed that the share of garden interest was 40%. According to the same survey, 24% of the respondents conducted gardening work several times a week and 33% did it sometime every week. Hence, the garden has an important position in the minds of Swedes, being a meaningful pastime and not only an annoying task.

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Competitive Landscape

Plantagen Sverige AB leads sales and recorded a 17% value share. This was due to its strong core in different gardening categories, having its most prominent position in horticulture. By offering a wide range of products the company can attract consumers and maintain their interest throughout the entire shopping experience. The strategy aims to offer a broad range of products, low prices and consumer-oriented store design. One example is the strategic locations of all 41 Swedish outlets, generally located in "shopping hubs" outside the city centre, close to similar stores and with convenient parking availability.

Industry Prospects

The benefits of the strong gardening trend are expected to continue into the forecast period. Since 2003, people paid a great deal of attention to the interior design in their houses. In 2013, it is more common to arrange the garden and create a satisfying outdoor living space. In 2013, natural gardens with a close relation to domestic fauna were the most popular. The trend is expected to impact a wide variety of product categories that are related to gardening work. Not only horticulture but also lawn mowers, soil and gardening hand tools will be positively influenced over the forecast period.

Gardening Market Research

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

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

Product coverage: Garden Care, Gardening Equipment, Horticulture, Other Gardening, Pots and Planters.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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