Gardening in China - New Market Report

In 2013, air pollution made consumers more interested in looking after their health while a large number of reports about the pollution index, Particulate Materials 2.5 Index (PM2.5), underlined the serious nature of the problem. For example, a very high index, well above acceptable levels, was recorded for over 10 days in Beijing, while in December, Shanghai also had days of heavy fog, with visibility reduced to under 10 metres. As a result, gardening products, which claim to improve air quality, especially products for the home, such as aloe and orchids, enjoyed growing popularity. This situation therefore helped gardening to achieve strong growth in 2013.

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Competitive Landscape

Zhejiang Hongyue Seeds was the leading player in gardening sales with total revenue of CNY74.3 million and a 1% value share in 2013. Focusing on the Yangtze River Delta with horticulture products in cities, such as Shanghai, Hangzhou and Wuxi, Hongyue became one of the first companies to open self-owned stores in China. In 2013, the company sped up its new store openings by adding three new outlets in Shanghai, Jiaxing and Kunshan, which simultaneously helped its buoyant growth. Furthermore, its initial efforts to have an online presence also boosted consumer awareness of its products, which also helped it to enjoy strong sales growth during 2013.

Industry Prospects

Rising disposable income will continue to drive demand for gardening products over the forecast period, as consumers are predicted to put more time and energy into leisure purchases, such as looking after a garden or buying house plants, as these activities are beneficial for both the mind and body. Moreover, rising air pollution incidents, such as that seen in February 2014, in which nearly one-seventh of China's territory was contaminated by smog, will provoke further demand for these products, leading to a buoyant growth rate over the forecast period.

Gardening Market Research

Analyse key trends and developments in China 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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