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  • Number of pages : 30 pages
  • Format : Digital and PDF versions
  • Last update : 11/07/2023
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Summary and extracts

1 Market Overview

1.1 Definition and presentation

Strictly speaking, houseplants are plants grown in pots and intended for decoration of homes, offices, businesses, showrooms, etc. They are plants belonging to very different botanical families, chosen for their decorative interest, their ease of cultivation and maintenance, and their ability to adapt to the indoor environment (often dimly lit, sometimes overheated and dry). If there is a B2C market and a B2B market, our study will focus on the B2C market, and thus on Italian households' purchases of indoor plants (excluding flowering plants and flowers). The global houseplant market is booming, with an estimated cumulative annual growth rate of 10.24 percent per year between 2020 and 2025.

Market growth is being driven by millennials' strong interest in houseplants-an interest linked to their quest for wellness and connection to nature. Social networks-and Instagram in particular-are also one of the drivers of demand. in Italy, 3.1 million Italians purchased houseplants in 2018, and in terms of pot plant purchases, it should be noted that already since the fall of 2017 there has been a steady and favorable demand for indoor plants after years of declining sales. This upward trend was also confirmed by online sales of plant accessories: on the Made.com online home decor store, they quadrupled in 2019.

One of the main macro-determinants of demand is the urbanization trend. Living in small apartments in congested cities, most Italians have rather little access to nature and therefore seek to enrich their homes with plants and flowers that do not require an excessive degree of care or attention. YouGov conducted a survey to assess the impact of the COVID-19 pandemic on the houseplant market. The results of this survey all point to an impressive increase in demand for these plants in Italy. Specifically, 38 percent of respondents said they purchased houseplants during the pandemic.

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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. :

Griba Vivai
Vitroplant Italia
Vivai Cooperativi Rauscedo
Rossi fiorista
Flover
Nuova Agraria
Tutto Giardino
Consorzio Garden Team
Giardineria

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the houseplant market | Italy

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