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MARKET OVERVIEW

1.1 Definition and scope of study

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

The gardening market in France has experienced continuous growth since 2017 after having declined since 2012/2013. This growth has been driven by e-commerce and sales in DIY stores. The outlook for the gardening market in the short and medium term is rather favourable in view of several determining factors: the ageing of the population, the boom in second homes with gardens, etc.

The gardening market is still dominated by certain major players operating on a franchising basis (specialist gardening shops or DIY stores) and by players in mass retailing. The numerous takeovers, such as the merger between Nalods and Gamm Vert in 2014, are symptomatic of a gardening sector in full concentration.

1.2 Gardening on a global scale

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.
According to Euromonitor International, the turnover of the global gardening market is estimated at US$**.* billion in ****, up *.*% on the previous year. Despite ...

1.3 The return to growth of the French market

Concerning all garden articles, Promojardin (***) estimates that **** is the year of renewed dynamism in France: the garden market is growing by nearly *%, with a strong rebound in equipment, garden leisure and outdoor plants, to reach a turnover in value of *.* billion euros. All product families are catching up with the sluggishness ...

DEMAND ANALYSIS

2.1 Overview of detailed consumer profile

In ****, **% of French people will own a garden or an outdoor space (***). Among them, **% say they garden there. [***]
Moreover, the same survey shows that **% of French people own plants, flowers or aromatic herbs at home indoors, compared to **% who consider this too restrictive. [***]
Source: ****
Age
These are essentially the seniors who ...

2.2 Demand for plants in outbreaks

In ****, three quarters of French households bought a plant (***). [***]
Outdoor plants account for **% of the plant volumes purchased and **% of the money spent, while indoor plants account for **% of the plant volumes purchased and **% of the money spent.
   
Source: ****
Outdoor plants
The market for outdoor plants is holding steady thanks to ...

2.3 Average Consumer Basket

Gardening represents a certain annual budget: nearly **% of the French spend on average between ** and *** euros per year on gardening (***).

Source: ****
For plants alone, purchase volumes have been declining since ****, dropping from an average of **.* quantities per purchasing household in **** (***).
Source: ****
Outdoor plants
In value terms, the average French basket of ...

2.4 The French craze for gardening

French people's motivations for gardening
Gardening is very popular in France, being for the most part a real pleasure (***).

Source: ****
Moreover, more than half of the French consider gardening to be an easy activity (***), while only a minority consider it to be very complicated.

Source: ****
French gardening preferences
Among the French ...

2.5 Seasonality of garden product sales

The garden market is subject to a very strong seasonality: **% of the sales of garden items are made between March and August, according to Promojardin data dating from ****, the summer period being favourable for garden design due to the good weather.

Source: ****

2.6 Changing consumer behaviour

The evolution of purchasing behaviour
Today, the vast majority of consumers prefer to buy their DIY or gardening equipment (***).

Source: ****
Contrary to Spain or Italy, France still shows little involvement in the process of collaborative consumption in the gardening sector: while **% of Spaniards and **% of Italians would prefer to borrow or ...

MARKET STRUCTURE

3.1 The actors of the garden design

The gardening market involves a very large number of players, in terms of the manufacture of gardening tools, the distribution of articles, the provision of gardening services, etc. The market for gardening tools is very diverse.
Gardening service providers
According to a study carried out by Kantar TNS in ****, * million households ...

3.2 The main distribution channels for garden supplies

There are eight different distribution channels for garden products:
DIY superstores (***): Leroy Merlin, Castorama, Bricorama. They are positioned as leaders in the garden market, offering a very wide range of outdoor tools and equipment at very attractive prices. They also have a head start in the online sale of garden articles ...

3.3 The garden market turns to e-commerce

Although lagging behind in terms of digitalisation (***), the gardening and DIY market now presents great opportunities in terms of e-commerce. [***]
Today, the vast majority of garden centre retailers are absent from online sales, with the exception of a few specialist retailers that are developing their online distribution channels, such as Jardiland, ...

ANALYSIS OF THE OFFER

4.1 The different gardening items

Within the garden market, there are eight different product families within the garden product range:
Outdoor plants ; Indoor plants ; Outdoor leisure items ; Power tools (***) ; Fittings and furniture ; The gardener's equipment (***) ; Garden products (***) ; Decorative items.

Source: ****
According to data published by Promojardin, the three main product segments in terms of turnover generated ...

4.2 The evolution of the range of garden products on offer

Interest in organic farming
The market players have committed themselves to a sustainable development approach by offering products from organic farming in particular. This enables them to boost sales volume by arousing the interest of consumers, who are increasingly concerned about respect for the environment. For example, the proportion of women ...

REGULATION

5.1 NAF nomenclature

The gardening market can be referenced by INSEE under a large number of different NAF codes, depending on whether it concerns gardening tools, gardening services, or products needed for garden maintenance. Here are a few examples of the NAF codes concerned:
**Z " Retail sale of flowers, plants, seeds, fertilisers, pet animals ...

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • Leroy Merlin
  • Castorama
  • Jardiland
  • VillaVerde
  • Gamm Vert
  • Carrefour

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chargé d'études économiques, Xerfi

Hugo Schott

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Associate Consultant

Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Pierre Doussau

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President Ross Alumni Club France

Arnaud Walter

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Amaury de Balincourt

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Pierrick Cudonnec

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Maelle Vitry

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Héloise Fruchard

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EDHEC

Imane Essadiq

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Vincent Defrenet

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Eva-Garance Tison

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Michela Grimaldi

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Azelie Prigent

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Cantiane Gueguen

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Jules Decour

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Alexia Vacheron

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Emil Ohlsson

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Anna Oeser

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Gabriel Salvitti

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