Report Published: "Gardening in Spain"

From: Fast Market Research, Inc.
Published: Wed Oct 29 2014

During 2013, and in line with the review period, sales of gardening products have been severely affected by the impact of the economic crisis on consumer spending. Considering that one out of four Spanish workers is currently unemployed, and that the income and purchasing power of Spaniards has seen steady declines since the onset of the recession, consumers continue to focus their purchases on products of first necessity. In this scenario, the demand for non-essential products has dropped, and gardening products is no exception. The extension of the recession has damaged the performance of most categories within gardening products, with an overall value decline of 6% in 2013.

Competitive Landscape

Private label represents the majority of sales in gardening products in Spain, with a value share of 4% in 2013. Undoubtedly, private label has been the player most benefited by the current economic situation, with consumers avoiding unnecessary expenses. There has been a shift in consumption patterns, with consumers prioritising more "price" rather than quality. In this context, private label managed to raise its share year-on-year. Significance of private label is particular important in categories with lower brand awareness, such as soil or hand tools, accounting for value shares of 21% and 11%, respectively.

Full Report Details at

Industry Prospects

Due to the fact that the recovery of the income of Spanish families will still take several more years, it is expected that gardening will continue to suffer from reduced demand and the focus of consumers on first necessities, especially during the first part of the forecast period. A better scenario for the economy is expected during the second part of the forecast period -according to financial analysts- which could allow Spanish consumers to focus once again on improving and beautifying their garden, factors which would ultimately propel the performance of gardening products in Spain. As a result, gardening is expected to post a slight positive value CAGR at constant 2014 prices to 2018.

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