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  • Last update : 01/09/2023
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1 Market summary

1.1 Market definition and structure

Gardening is the practice of sowing, planting and storing plants and vegetables in a dedicated land space where you live. This practice has an aesthetic vocation but also involves growing food and is a leisure activity done mainly by individuals and entities who practice it without financial gain.  The non-professional practice of gardening is to be differentiated from market gardening, horticulture, arboriculture or floriculture, which are more professional activities. The Belgian gardening market therefore includes several major product families: plants, outdoor furniture, traditional and mechanical tools, fertilizers, vehicles, etc.

The gardening market is thus affected by many variables, the majority of which are related to quality of life. With revenues increasing, the ageing of the population and more and more people looking to have secondary residences (many of these having gardens), the gardening market has a positive outlook in the short and medium term. Today, the backbone of this market in Belgium are the sales of plants and flowers, which account for 40% of all Belgian expenses for their gardens. [RTBF]

8 out of 10 Belgians have a garden, and lockdown caused by the coronavirus crisis in the beginning of 2020 accelerated an already increasing interest for gardening in Belgium since it was an activity people could do from home. It also opened new doors for smaller segments of the market such as e-commerce, that was the main channel used during this time. Online retailers will now look to capitalize on this trend to keep their new market shares and to continue to expand their horizons.

List of charts presented in this market study

  • Gardening Tools Market Size
  • Garden tool market size and forecasts
  • Approximation de la taille du marché du jardinage
  • Pays d'origine des importations liées au jardinage
  • Pays de destination des exportations liées au jardinage
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Latest news

Teract annual results - 19/10/2023
  • Teract annual sales for fiscal year 2022-2023: 902.1 million euros.
  • Change in annual sales: increase of 10.9%.
  • Garden center/animal sales: 808.6 million euros, up 1.7% on a reported basis and down 1.8% on a like-for-like basis.
  • Food sector sales: €93.5 million, versus €18.8 million a year earlier.
  • Teract's objective for 2023-2024 is to grow its sales volume, focusing on developing the bakery-snacking market and accelerating the franchising and own-brand model in garden centers.
Gardening: Evergreen Garden Care has a new sales manager - 08/10/2023

Evergreen Garden Care sales last year: 490 million euros

Volkswagen overtakes Leroy Merlin in the ranking of foreign companies in Russia. - 03/10/2023
  • Leroy Merlin is now the 1st of the 50 largest foreign companies in Russia.
  • Leroy Merlin preserves the jobs of its 45,000 Russian employees.
Teract: weather impacts gardening and pet supplies business - 31/07/2023
  • Teract sales for the 2022-2023 financial year: 902.3 million euros, up 10.9% on a reported basis but down 1.9% on a like-for-like basis.
  • Consolidated sales for the Gardening/Pets sector for the 2022-2023 financial year: 813 million euros, up 2.3% on a reported basis and down 1.8% on a like-for-like basis.
  • Teract's own-brand penetration rate has increased by 5 points compared with June 30, 2022 (20.6% of integrated store sales at June 30, 2023).
  • Consolidated Food Sector sales for the 2022-2023 financial year: 89.3 million euros.
  • The number of Teract Group stores at June 30, 2023 was 1,714.
Leroy Merlin bets on the energy renovation market - 10/07/2023
  • The energy renovation market was estimated to be worth 30 billion euros in 2019, half of it for private individuals.
  • Leroy Merlin aims to become a leader in this market.
  • Energy renovation accounts for only 4% of Leroy Merlin's sales, but it is the fastest-growing sector.
  • 70,000 renovation projects were carried out last year, and 90,000 will be completed this year.
  • The average customer shopping basket is €40,000.
  • In two out of three cases, Leroy Merlin acts as project manager.
  • Leroy Merlin already has 1,200 partner craftsmen.
Retail: Casino and Teract enter into exclusive negotiations - 10/03/2023
  • Project to create two separate entities.
  • The first, controlled by Casino, would bring together the country's retail activities. Casino would bring to the new entity "more than 9,100 stores", while Teract would contribute its "know-how and expertise in the operation of garden centers, pet shops and food stores".
  • The second, called "Teract Ferme France", will be controlled by InVivo, the majority shareholder of nearly 190 agricultural cooperatives, and will be responsible for supplying local, short-circuit agricultural products.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Oh’Green
Brico Belgium
Hubo
Famiflora
Floralux
Tropiflora
Gamma Belgique
Teract (Invivo Retail)
Leroy Merlin France (Adeo)
Arvesta (ex Aveve Group)
Evergreen Garden Car - Love the Garden

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the gardening market | Belgium

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