New Market Research Report: Gardening in Germany

In 2014, the category posted its strongest performance of the review period, registering current value growth of 4%. This was largely due to a very poor performance in 2013, with a large share of sales in 2014 accounted for by purchases which were put off in 2013. Meanwhile, demand for gardening products in general remains high in Germany. German consumers perceive gardening mainly as a leisure activity which helps them to relax and do something very different to what most of them do in their professional lives.

Competitive Landscape

Gardening in Germany remained a very fragmented category in 2014 but continued to be led by Gardena with a 4% share of value sales. This leading position can be attributed to its strength in three different categories, the first being watering, which Gardena continued to lead in 2014 with a value share of 39%. Gardena also continued to lead gardening hand tools with a value share of 22%. Furthermore, the company ranked second in lawn mowers with a share of 12%.

Full Report Details at
- http://www.fastmr.com/prod/1032253_gardening_germany.aspx?afid=301

Industry Prospects

Gardening is expected to post a positive value CAGR of 1% at constant 2014 prices over the forecast period. This will be an improvement on the 2% CAGR decline of the review period. A stronger forecast period performance will be due to the overall trend for garden living. Growth will be driven by products such as garden ponds and decorations, pots and planters, horticulture and also – although more moderately – by gardening equipment which can help free up time to just relax in the garden.

Gardening Market Research

Analyse key trends and developments in Germany 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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