Market Report, "Gardening in Switzerland", published

With the trend towards urbanisation in Switzerland, the number of households with a garden has been declining in recent years. Nevertheless, keeping a garden remained important to a great number of Swiss consumers throughout 2014. Many Swiss consumers attach strong benefits to having a well-kept garden and they consider having a garden an integral part of maintaining a high quality of life. Despite this attitude, it is undeniable that gardening is hard work. Thus, the trend towards simple lawn gardens rather than vegetable gardens which involve more work intensified over the course of the review period.

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Competitive Landscape

Husqvarna was the leading company in gardening overall in 2014, although it could only manage a single-digit value share due to the high levels of fragmentation in the category. The company can attribute its number one position in the category to its leadership in gardening equipment, where it led sales in watering and gardening power tools in 2014 with its brand Gardena. Husqvarna’s products have a long tradition in Switzerland and they enjoy strong popularity due to the high quality ascribed to them. Husqvarna also offers so-called ‘testing days’, enabling consumers to test the company’s cordless gardening power tools.

Industry Prospects

Consumers in Switzerland are most likely to continue placing greater importance on having a garden. Urban gardening is most likely to remain a strong trend throughout the entire forecast period as consumers living in Swiss cities will increasingly seek the possibility to set up a garden on their balconies, in small garden plots and in community gardens. Thus, the trend towards urban gardening is set to continue shaping demand for gardening in Switzerland for the foreseeable future.

Gardening Market Research

Analyse key trends and developments in Switzerland 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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