The houseplant market - Italy

Strictly speaking, houseplants are plants grown in pots and intended for the 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, growing at a compound annual growth rate (CAGR) of 5.7 percent from 2024 to 2031. Market growth is driven by the strong interest of millennials, an interest related to their search for wellness and connection to nature. Social networks are also one of the drivers of demand. in Italy, the market is seen growing at a rate of more than 4 percent per year until 2030. This growth trend has also been confirmed by online sales of plant accessories: on the online furniture store Made.com they quadrupled by 2023. 44% of people garden year-round for a few hours a week, while 19% do so for at least one hour a day. Another 18% take care of plants for a few hours every two weeks. In warm weather alone, 7 percent devote a few hours each week, and 6 percent garden for an hour a day, with another 6 percent taking care of their plants every two weeks.