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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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Method

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Analysts 1 sector analyzed
in 40 pages
Method
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Data

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Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Arnaud W.
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Ross Alumni Club France

Arnaud W.

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Amaury de Balincourt
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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane E.

EDHEC

Imane E.

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.