Gardening in Romania - New Market Research Report

Gardening is a common activity in rural areas in Romania, where inhabitants use their land mostly for subsistence farming, but also for decorative purposes, with the latter trend becoming increasingly evident over recent years. Rural dwellers tend to plant fruit and vegetables in their back gardens, while they usually like to plant flowers in the front of their houses. Furthermore, they tend to plant a lot of fruit trees on their land. Romanian people value their gardens and they usually maintain them themselves. In Romania, it is considered shameful for house-dwellers to not to have a well-tended garden. Gardening in Romania is adapted to a temperate climate, with the gardening period usually lasting between March and October.

Competitive Landscape

Husqvarna, owned by Husqvarna Padure & Gradina SRL in Romania, remained the best performing brand in gardening in 2014, with a retail value sales share of 3%. Its retail value sales are represented by gardening power tools, one of the most rapidly growing products in gardening in Romania, and lawn mowers. The company benefits from wide distribution and strong brand recognition. The second most important player in gardening in Romania is Bosch, which is also mostly present within gardening power tools and lawn mowers. Gardena, a brand dedicated exclusively to gardening products, is owned by Husqvarna AB at the GBO level but by Madex International in Romania. The Gardena brand has a presence in the majority of the large chained retailers in the country, covering categories such as watering, gardening power tools, lawn mowers, and gardening hand tools.

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Industry Prospects

As gardening in Romania remains a relatively immature category, sales are expected to grow at a CAGR of 5% at constant 2014 prices over the forecast period, reaching RON577 million in 2019. This growth will be influenced by changing consumer lifestyles, with gardening coming to be increasingly regarded as a pleasant and fashionable activity among Romanians. Also, the preoccupation with healthy lifestyles and the return to nature of urban dwellers, will make the average Romanian consumer more likely to spend on gardening products.

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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