New Report Available: Gardening in Romania

The Romanian gardening category is still young. This is due to the fact that most people with a garden live in the countryside and these consumers have traditionally been rather autonomous, using their own seed, natural fertiliser from their own animals, gardening hand tools from independent craftsmen etc.. Moreover, as they are becoming increasingly demanding and their access to information and modern specialised retailers is constantly growing, their propensity to purchase gardening products is on the rise. In addition, a very important consumer group is the urban affluent segment, who are migrating to the outskirts of towns and villages in search of more space. These wealthy customers are likely to spend considerable amounts of money on gardening, even on more sophisticated products such as lawn mowers.

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Competitive Landscape

Husqvarna is the most popular brand in the Romanian gardening environment, in 2013 accounting for almost 4% of total sales. Its leadership position is justified by its intense activity within gardening equipment, most notably gardening power tools. Husqvarna is already a well-established brand in Romania and consumers regard it with confidence.

Industry Prospects

Since gardening is relatively a new category its potential for growth is illustrated in the positive prospects for the forecast period. Over 2013-2018 value sales of gardening are set to see a CAGR of 4%, expected to reach RON528 million in 2018. Growth will be supported by the rising interest and affluence of urban consumers, but also the rising popularity of gardening as a hobby by urban inhabitants. Gardening will be increasingly regarded as a pleasant activity and consumers will be more interested in decorating their gardens.

Gardening Market Research

Analyse key trends and developments in Romania 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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