Just Published: "Gardening in Brazil"

The gardening products environment in Brazil is still not close to being mature. The country has vast natural vegetation and proper climate for cultivation, but the "do it yourself" culture of taking care of a garden at home is not a trend. Over the past years when Brazil was facing positive economic prospects, many consumers were able to acquire a small house or an apartment with a balcony and were able to pay for gardening services when they were needed due to low labour costs, especially for outdoor areas. Nevertheless, the recent increase in the cost of gardeners, as well as other domestic professionals and services, is forcing consumers to deal with many small household repairs and chores themselves, enabling the retail gardening category to grow towards the end of the review period.

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Competitive Landscape

Tramontina SA continued to lead gardening in Brazil in 2014 with a 7% value share and 10% value growth. The company has a diverse product portfolio within gardening and homeware, wide distribution and important brand recognition among Brazilian consumers, who associate the brand with quality and value-for-money. Tramontina continues to invest heavily in its product variety, launching novelties for both professionals and novice gardeners, from gardening hand tools and pots to lawn mowers.

Industry Prospects

Gardening is expected to see a constant value CAGR of 3% over the forecast period – quite slow compared with the category’s performance over the review period due to a challenging economic situation and recent budget constraints.

Gardening Market Research

Analyse key trends and developments in Brazil 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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