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Summary and extracts
1 Market overview
1.1 Definition and scope of study
For several centuries now, gardening has played an increasingly important role in French people's lives. Gardening is the practice of sowing, planting and preserving plants and vegetables within a dedicated terrestrial space in a home. Gardening is a hobby practised mainly by individuals and non-profit organizations. Non-professional gardening is to be distinguished from market gardening, horticulture, arboriculture and floriculture, which are more professional activities.
From the Middle Ages onwards, gardens were primarily utilitarian and intended for food production, but it was really from the Renaissance onwards and with the French gardens that this activity became a real art of living.
Over time, gardening has become progressively more democratic, and today we can segment the market into several product families: plants, outdoor furniture, traditional and mechanical tools, fertilizers, vehicles... What's more, according to INSEE, by 2021, almost 54% of French households will have a private garden or green space. In both rural and urban areas, balconies and terraces are being transformed into green spaces, making gardening a rapidly expanding practice.
Gardening boomed during the Covid period, with peoplestepping up their gardening activities during the period of confinement. This trend translated into increased sales and turnover in the gardening market.
By 2024, nearly 20 million households- almosta third of the French population - will be buying plants for their gardens and homes every year.
The gardening market continues to be dominated by a number of major players operating on a franchise basis (specialist gardening and DIY stores) and by mass retailers. The main specialist chains in France are Jardiland, Truffaut and GammVert.
In addition, one of the major trends in the gardening market is the emergence of a more eco-responsible demand for organic, pesticide-free products, as well as urban vegetable gardens that enable people to grow their own produce at home, even if they don't have a lot of space. The major players are also investing in innovative products, while diversifying their distribution channels through e-commerce, as well as offering after-sales services with the development of virtual advice tools to guide amateur gardeners.
This rather positive outlook is underpinned by exogenous factors such as an ageing population, the boom in second homes with gardens, etc.
1.2 Gardening, a dynamic market on a global and European scale
The global market
A distinction is made between the general gardening market, covering plants, outdoor furniture, traditional and mechanical tools, fertilizers, vehicles, etc., and the more restricted market for gardening tools.
The global gardening tools market is valued at US$**.** billion in ****, and is expected to grow at a CAGR of ...
1.3 The French gardening market
Gardening sales
The evolution of the gardening market can be seen below. In ****, the gardening market will be penalized byinflation, the real estate crisis and the lack of sunshine over part of the country. Distributors saw their sales fall by *% to a total of *.* billion euros.
trend in gardening sales France, ...
2 Demand analysis
2.1 The French and gardening
Below, we can see the number of French people with a garden, and therefore the potential number of customers in the gardening market.
In ****, **% of French people had a garden or terrace, i.e. around **.* million households. The average garden size for the **% of French people who have one is *** ...
2.2 Household demand for plants
On an individual level, more thanone adult in two buys plants in France. As with households, the average quantity per individual buyer is falling, while the average budget is rising.
We note that people aged ** and over are the biggest consumers of plants, with a penetration rate of **%, even though they ...
2.3 Consumer habits
The temporality of consumption
The weather has an enormous influence on the consumption of gardening tools and products. In fact, June **** was a rainy month compared to the normal season. As a result, we are witnessing a drop in consumption, with a fall of almost **% in the Gardening/Animals category.
Breakdown ...
3 Market structure
3.1 Distribution channels for gardening articles and products
Below is an analysis of the gardening market value chain.
Source: ****
There has been a decline in the number of companies registered under NAF code ****Z (***), which covers the following activities:
-Retail sale of flowers, potted or cut flowers and floral arrangements, plants and seeds-Retail sale of plants, trees and shrubs-Retail ...
3.2 Focus on specialized garden centers
There are eight different distribution channels for garden products:
DIY superstores: Leroy Merlin, Castorama, Bricorama. They are leaders in the garden market, offering a very wide range of tools and outdoor equipment at very attractive prices. They are also ahead of specialist retailers in online sales of garden products. Garden centers: ...
3.3 The rise of e-commerce and second-hand goods
E-commerce has been growing steadily in recent years:
Admittedly lagging behind in terms of digitalization (***), the gardening and DIY market now presents great opportunities in terms of e-commerce. [***]
Today, the vast majority of garden center chains are absent from online sales, with the exception of a few specialist chains that are ...
4 Offer analysis
4.1 The different gardening items
Within the garden market, there are eight main product families:
Outdoor plants ; Indoor plants ; Outdoor leisure products; Power tools (***); Landscaping items and furniture; Gardener's equipment (***); Garden products (***); Decorative items
Diversification to cope with market seasonality[***]
Garden centers most often offer products for pets, but they have also developed other offers in ...
4.2 Offer pricing
Consumer price index
If we look at tools and equipment for the garden (***), we see two periods with :
an overall rise in prices between **** and **** then a stagnation in prices since ****, with a slight rise in ****, corresponding to inflation since ****
Consumer price index for tools and other household and garden equipment ...
4.3 Supply trends
Interest in organic farming
Market players are committed to sustainable development, in particular by offering organic products. This enables them to boost sales volumes by arousing the interest of consumers, who are increasingly concerned about respect for the environment. For example, the proportion of women buying gardening products that can be ...
5 Regulations
5.1 NAF nomenclature
The gardening market can be referenced by Insee under a large number of different NAF codes, depending on whether we're talking about gardening tools, gardening services, or products for garden maintenance. Here are a few examples of the NAF codes concerned:
**Z "Retail sale of flowers, plants, seeds, fertilizers, pets ...
5.2 Gardening regulations: laws dealing mainly with neighbors
Gardening regulations restrict the activity in terms of the disturbance it can cause to neighbors. These disturbances may arise from the noise the activity may produce, but also from the legal space for planting and growing plants between one's garden and that of one's neighbors.
Regulations governing gardening on property boundariesWhen ...
6 Positioning the players
6.1 Segmentation
- Leroy Merlin France (Adeo)
- Castorama France (Kingfisher)
- Jardiland (Groupe Teract)
- VillaVerde
- Gamm Vert (Teract Groupe)
- Truffaut
- Delbard (Teract groupe)
- Botanic
- Honda Manufacturing France
- Teract (Invivo Retail)
- ITM Equipement (Bricorama, Bricomarché, Brico Cash)
- Kingfisher (Castorama, Bricodépot, KingFisher , Screwfix)
- Florentaise
- Espace Emeraude
- VoltR
- Irrijardin
- Point Vert
- Willemse France
- Jardineries du Terroir
- Nature et Découvertes
- Floralux
- Rustica (Media Participations)
- Evergreen Garden Car - Love the Garden
- Rouchette
- Burgermeister Groupe
- Villa Verde
- Emeraude Création
- Pubert Motoculteurs
- Inédis
List of charts presented in this market study
- Garden tool market size and forecasts
- Growth in gardening sales
- Segmentation of the gardening market
- Sales growth in the garden market segmentation between 2022 and 2023
- Garden sales (excl. VAT) in supermarkets
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Latest news
Jardin: Apex reorganizes its central purchasing unit and its franchisee unit - 28/09/2024
- Listing and franchising centre for the Point Vert, Magasin Vert and Terranimo banners.
- Spin-off of Apex into two new entities: Adoxa and Apex franchise.
- Adoxa
- - Central purchasing group for garden centers, Lisa and pet shops under the Point Vert, Magasin Vert, La Maison.fr and Terranimo banners, and for independent members of the Saisons & Jardins group.
- - Members' purchasing volume : Approximately 470 million euros.
- - Number of outlets: 1,000.
- - Sales generated: Over 1 billion euros.
- Apex franchise
- - Marketing, communication and merchandising support for member cooperatives and franchisees.
- - Number of members in the franchise network: 110.
- - Number of sales outlets under the Point Vert, Magasin Vert and Terranimo banners: Over 250.
- - Franchise network sales: Over 280 million euros.
Inédis: Director of Jardin banners - 05/09/2024
- - Inédis creation date: 1990
- - Total number of affiliated stores in France: over 640
- - Garden centers and pet shops: 380
- - Retail outlets (fishing and hunting tackle, gunsmiths): 260
- - Brands under which these stores operate: France Rurale, Les Compagnons des Saisons, Territoires Nature
- - Affiliates' total sales excluding taxes: 225 million euros
Teract limits the damage thanks to food for its 2023/2024 financial year - 01/08/2024
- Annual consolidated sales - Total: 911.5 million euros.
- Food sector
- - Contribution to sales: 93.5 million euros.
- - Share of annual sales: 16% in 2023-2024 (vs. 10.4% in 2022-2023).
- - Annual sales growth: +55.5%
- Gardening/Pets sector
- - Consolidated annual sales: 766.0 million euros
- - change in store base: 30 fewer stores at year-end.
- - Own-brand penetration rate: 24% at end June 2024 (+3 points).
- - Unfavorable weather conditions affecting gardening.
"Innovate or die": the mantra of Pubert tillers in the face of Chinese competition - 30/07/2024
- - Pubert founded in 1840 in Chantonnay and Lons-le-Saunier in the Vendée
- 150 employees (100 in Chantonnay, 50 in Lons-le-Saunier)
- Europe's last manufacturer of tillers and power hoes
- -Exports: 60% of production to some forty countries
- - Sales - Group total: 90 million euros
- - Contribution from Taral: 10 million euros (manufacturing joint venture in Turkey)
Emeraude Création doubles its sales with kit composters - 05/07/2024
- - Quantity of individual composters produced each month: 10,000.
- - Plant location: Lannion (Côtes-d'Armor).
- - Employment: disabled workers.
- - Sales forecast: from 5 million euros in 2022, to 7 million euros in 2023, and 10 million euros in 2024.
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