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.
1.2 Global Market
A distinction is made between the general gardening market, which includes plants, outdoor furniture, traditional and mechanical tools, fertilizers, vehicles, etc., and the smaller market for gardening tools.
The gardening market as defined by Euromonitor includes all products purchased by consumers through retail channels (***). It also doesn’t take into account ...
1.3 Belgian Market
Since the gardening market combines so many different types of products, it is difficul to have a grasp on its size in Belgium. Nevertheless, there are some key indicators that can give a representation of what it looks like, as presented below.
To have a general idea of what the size ...
1.4 International Trade
To make the best international trade analysis possible concerning the gardening market in Belgium, the following UN Comtrade codes were used :
**** : Flowers ; cut flowers and flower buds of a kind suitable for bouquets or for bouquets ornamental purposes, fresh, dried, bleached, impregnated or otherwise prepared **** : Fertilizers, mineral or chemical, containing ...
2.1 General Outlook
According to a study done by Comeos, **% of Belgians have a garden and close to *% have a terrace or a balcony, amounting the number of households that are potential consumers for the gardening market to *.* million. This number is at a slight decline since **** due to increasing urbanization but as this ...
2.2 Consumer Profile
There is a real cultural interest for gardening in Belgium. It was ranked *th biggest hobby/interest out of ** choices (***). Gardening came in at *,**% but what is more interesting is that it is the hobby that showed the biggest progression from **** to ****, jumping *,** percentage points in just a year.
Favorite Hobbies ...
3.1 A different type of competition depending on the segment
The gardening market is particular in the sense that there are few retail chains that share the majority of the gardening market. The chains sell DIY & Gardening products so they aren’t exclusively present in the gardening market but they do hold the most market shares. They are present at a ...
The distribution channels for gardening articles in Belgium include the following channels :
Gardening Stores DIY Chains (***) General superstores : hypermarkets and hard-discount chains for the amateur gardening market (***) Street Markets Gardening Events and Workshops LER (***) : **% of Belgians declared wanting to spend more on their gardens in the future in ****, most of them ...
4.1 A wide variety of products
Amongst the many products on the Belgian gardening market, we can mention the following categories :
Trees, plants and shrubs Insecticides and chemicals Soil, turf and chemicals Water and watering equipment Manual tools Large tools : lawnmowers, chainsaws, hedge trimmers, high pressure cleaners Gates, fences, panels
As well as the following categories, which ...
4.2 Estimated prices of the sector
Prices in the gardening sector in Belgium vary enormously from one category or range of products to another, as well as according to the store brand and the brand of the product.
To have a general idea of what prices could be for some of the products offered, we took prices ...
5.1 Labelled Garden Centers
Ever since ****, a few gardening shops have started committing themselves to better products, that are more respectful towards the environment. This was an attempt to make customers aware of the dangers of pesticides and direct them towards preventive techniques and non-chemical alternatives. The “No Pesticides Gardener” label is a guarantee of ...
- Brico Belgium
- Gamma Belgique
- Teract (Invivo Retail)
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