The gardening market - France

The French gardening market has shown dynamic growth, with a particularly favorable outlook due to factors like the aging population and the rise in second homes with gardens. Major players like Jardiland, Truffaut, and GammVert dominate the market, which is expected to grow, supported by a 5.7% CAGR forecast in Europe from 2022-2030. COVID-19 had a varied impact on the market, with garden centers witnessing a sales increase of 1.1% in 2020 despite lockdowns, and a more substantial 2.2% growth in the garden category specifically. Consumer trends indicate a growing interest in organic and sustainable gardening, with older demographics over 65 consuming more plants, and a shift towards e-commerce becoming increasingly significant for garden product sales.

Flourishing Growth in the French Gardening Market Amidst Evolving Consumer Trends

The French gardening market, highly embraced by the private individuals for whom it is a cherished hobby, has demonstrated a marked dynamism with positive growth projected into the foreseeable future. Despite competition from professional sectors like horticulture and floriculture, non-professional gardening has maintained a steady traction, with the French gardening market's value estimated to be between €2 and €2.5 billion in 2020. The gardening market in France not only covers a broad spectrum of products including plants, traditional and mechanical tools, fertilizers, and garden maintenance products but also shows strong performance indicators, particularly in the garden centers segment.

The European gardening market, where France plays a significant role, has been vibrant with sales approaching between $20 and $25 billion, which is around 28.3% of the global market, indicating the region's noteworthy contribution to the sector. Further, with the emergence of e-commerce and a shift towards online shopping, even specialized garden centers are adapting to the new digital era, although at a slower pace compared to general platforms like Amazon and Cdiscount.

On a domestic level, the French population has shown a strong inclination towards gardening, with around three-quarters having access to a garden or terrace, translating to over 20 million households. The average garden size among these homeowners is approximately 650 square meters, reflecting the potential space available for gardening activities. Interestingly, the purchase of plants has seen an uptick, with outdoor and indoor plants surpassing their pre-pandemic levels, signaling resilient consumer demand within this market.

Consumer expenditure on gardening further underscores the sector's robustness, with a majority spending between €50 and €200 annually, and an average household expenditure on plants reaching around €130 for an average of over 30 plants purchased. The gardening craze in France is not confined to the elderly, as millennials are increasingly engaging in this pastime, driven by the DIY trend and a desire for homegrown produce. Moreover, the market has witnessed a trend among consumers favoring "organic" as a critical decision criterion, although price and quality remain paramount considerations. Distribution channels for gardening products feature a mix of DIY superstores, garden centers, self-service agricultural chains, food superstores, and online platforms, with DIY superstores and garden centers like Jardiland, VillaVerde, and Truffaut being particularly popular among consumers. These channels employ thousands, with women making up a significant part of the workforce.

The Green Giants: Navigating the Flourishing Terrain of France's Gardening Market Leaders

The French gardening market is a blooming field dominated by several key players who have cultivated a strong presence across the nation, offering a diverse array of products and services suited for both the green-fingered enthusiast and the professional horticulturist. These garden market leaders have laid down their roots firmly within the industry, each with its own brand identity and market strategy.

• Leroy Merlin stands tall as a one-stop shop in the DIY superstores segment, where gardeners can find not only plants and seeds but also an extensive range of outdoor equipment and gardening tools. Its widespread reach and attractive pricing have made it a go-to destination for those looking to spruce up their gardens.
  
  
• Castorama is another DIY behemoth that has a significant stake in the garden market. Its shelves are home to a broad spectrum of gardening implements, aimed at fostering the growth of the novice gardener's first plant or catering to the complex needs of a landscaping project.
  
  
• Diving into the realm of specialized garden centers, Jardiland blossoms as a sanctuary for garden lovers. Its stores are themed paradises that provide not just products but also a nurturing experience for customers seeking garden inspiration and expertise.
  
  
• VillaVerde and Truffaut embrace the sophistication of specialized garden centers. These brands focus on offering a curated selection of plants, garden adornments, and high-quality gardening tools. They emphasize an immersive retail experience that echoes the peaceful tranquility often sought in one's own garden.
  
  
• A name that resonates with the rural heartbeat, Gamm Vert, channels the essence of agricultural self-service stores (LISA), stocking a variety of seeds, plants, and farming essentials. It embodies a down-to-earth approach, connecting closely with the agricultural community.
  
  
• Lastly, the food superstore Carrefour bridges the gap between daily grocery shopping and gardening by offering a convenient selection of garden-related products alongside everyday items, reflecting the growing trend of integrating gardening pursuits into the lifestyle of many French households.

With the Covid-19 crisis unexpectedly fertilizing the market due to high demand amid lockdowns, these prominent market entities have seen varied growth rates and had to adjust to the new landscapes of consumer behavior. These leaders in the French gardening market exemplify the diverse approaches corporations have taken to seed their presence in the rich soil of horticulture retail.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 03/11/2021

Summary and extracts

List of charts

• Garden tool market size and forecasts
• Garden center sales trend
• Composition of the garden market
• French outdoor gardening enthusiasts
• Percentage of French people who enjoy indoor gardening
• Percentage of French people with a garden and/or terrace
• Breakdown of spending by household type
• Plant buyers by age group
• Trend in expenditure by type of plant
• Average annual gardening budget
• Average budget and average quantity of plants purchased
• Poll: "What types of products do you plant the most?"
• French people's favourite flowers
• Main reasons for gardening
• Garden maintenance is ....
• Trend in household penetration of shopping outlets
• Breakdown of sector companies by number of employees in garden centres & grain stores
• Distribution of garden centre / grain store outlets by surface area
• Increase in used DIY and gardening equipment sales and purchases
• Plant purchases on the Internet, by value
• Preferred methods of payment for DIY and gardening equipment purchases
• Poll: "Do you know the principle of shared gardens?"
• Share of annual garden sales by month
• Breakdown of garden center / grain store sales
• Favourite stores for gardening purchases
• Millennials' favorite gardening brands
• Impact of confinement on the activities of garden center professionals
• Sales trends in the garden center "Garden" category
• Consumer price index for tools and other household and garden equipment (code 05.5)
• Consumer price trends for garden, plant and flower products