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MARKET OVERVIEW

1.1 Definition and scope of study

Strictly speaking, houseplants are plants grown in pots, intended for the decoration of homes, offices, companies, exhibition halls, etc. They are plants belonging to very diverse botanical families, chosen for their decorative interest, for their ease of cultivation and maintenance, as well as for their ability to adapt to the indoor environment (often insufficiently lit, sometimes overheated and dry). In a broad sense, we also speak of indoor plants by including fresh cut flowers. If there is both a B2C and a B2B market, our study will focus on the B2C market, and therefore the purchases of Italian households in plants and indoor plants (excluding plants and flowers for mourning). The global houseplant market is booming with an estimated cumulative annual growth rate of 10.24% per year between 2020 and 2025.

Market growth is 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, in 2018, 3.1 millions of Italians bought houseplants and, for what concerns purchases of potted plants, 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 growth trend was also confirmed by online sales of plant accessories: on the online furniture store Made.com they quadrupled in 2019. One of the main macro determinants of demand is represented by the urbanization trend. Living in small apartments in congested cities, most Italians have a rather reduced access to nature and therefore try to enrich their homes with plants and flowers which do not need an excessive degree of care or attention.

YouGov conducted a survey to assess the impact of the COVID-19 Pandemic on the market for houseplants. The results of this survey all point towards an impressive increase in demand for these plants in Italy. More specifically, 38% of the respondents declared to have bought houseplants during the pandemic.

ANALYSIS OF THE DEMAND

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATION

POSITIONING OF THE ACTORS

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Reviews (5)

The household linen market - France

Publicado en 31/05/2022 by Hokko

Very good study, complete with figures that helped me in my research

The furniture market - France

Publicado en 07/03/2022 by Olivier RICARD - Cosmmy

"Structured study with good macro and micro data. Also gives good focus and thinking to approach the market and its segments Also opens up interesting avenues and sources to go further depending on one's needs."

The interior design market - France

Publicado en 07/03/2022 by Olivier RICARD - Cosmmy

"Structured study with good macro and micro data. Also gives good focus and thinking to address the market and its segments Also opens up interesting avenues and sources to go further depending on one's needs."

The household linen market - France

Publicado en 10/01/2022 by Sebastien wolff

Complete and detailed study on the types of articles. Surprising to note that on a global level, articles made of synthetic and artificial fibers are increasing while those made of natural fibers are decreasing


Businesscoot Response:

Hello Sebastien, Thank you for your feedback and we are delighted that this study has given you a good overview of the market.

The interior design market - France

Publicado en 03/12/2021 by Malcolm Vincent

Good vision of a very fragmented and fashion-dependent market, both for products and distribution


Businesscoot Response:

Hello Malcolm, Thank you for your feedback and we are pleased that this study has given you a good overview of the market.