The houseplant market - Italy (2024)

1.2 Global market

It is estimated that the world houseplant market will grow at a compound annual growth rate (***) of *.* percent from **** to ****. The market starts from a value of $**.* billion in **** and grows steadily, reaching $**.** billion in ****. In ****, the value rises to $**.** billion, and in **** it reaches $**.** billion. In ****, the estimate is $**.** billion, and in ****, the market grows further to $**.** billion. In ****, the estimated value is $**.** billion, with a forecast of $**.** billion for ****. Finally, in ****, the value of the global houseplant market is projected at $**.** billion.

Global houseplant market World, ****-****, billion DATA BRIDGE Market Research

according to the data analyzed, the Netherlands clearly dominates the world market with exports of $*.* billion, positioning it as the global leader in the sector. It is followed by Germany with exports of $*.* billion and Italy with $*.* billion. Belgium and Spain record exports of $*.** billion and $*.** billion, respectively, while Canada stands at $*.** billion. China closes the ranking with exports of $*.** billion.

1.3 European market

Germany is the world's largest importer, with a value of $*,***.** million. It is followed by the United States with $***.** million and the Netherlands with $***.** million. The United Kingdom and France stand at $***.** million and $***.** million, respectively. Italy records imports of $***.** million, while Austria and Switzerland have respective values of $***.** million and $***.** million. Finally, Belgium and Poland have imports of $***.* million and $***.* million.

European houseplant market value World, ****-****, billion dollars DATA BRIDGE Market Research

the Netherlands clearly dominates the world market with exports of $*,***.** million, a far higher figure than other countries. Italy ranks second with $***.** million, followed by Germany with $***.** million. Canada, Spain and Belgium record lower values, with $***.**, ***.** and ***.** million, respectively. The United States exports $***.** million, while China stands at $*** million. Finally, Denmark and France have exports of $***.** and $***.** million. Main countries exporting houseplants World, ****, millions of dollars World, ****, millions of dollars UN Comtrade

1.4 Italian Market

Potted plants, one of the most significant categories within the floriculture market, accounted for a significant portion of this overall value. In ****, the value of potted plants was estimated at around *.* billion euros, an increase of *.* percent over ****. This increase reflects the growing consumer interest in home gardening and the purchase of indoor plants, which is also favored by the trend toward improving living spaces and the importance attached to the psychological and physical well-being resulting from the presence of greenery in indoor environments.

Market valueItalian indoor plants Italy, ****-****, billion dollars Green Retail

it is evident to note the steady growth in the value of the Italian potted plants and flowers market from **** to ****, with a gradual but steady increase. In ****, the value of the market was *.** billion euros, and it is expected to reach * billion euros by ****, with an annual growth rate of *.**%. This increase is the result of growing demand for plants for domestic and professional use, along with increased interest in urban gardening and sustainable gardening solutions. The continued expansion of the industry is also supported by the growing focus on environmentally friendly consumer practices and increased awareness of the benefits of plants to the environment and ...

1.5 Import and Export

HS code:**.** Plants, live; n.e.c. in item no. ****, (***) cuttings and shoots; mushroom spores which includes the macrocategory of indoor plants was used to study trade flows in this market. In ****, the coverage rate(***) was very high at *** percent, with exports of *,***.** million and imports of ***.** million. In ****, the coverage rate drops to *** percent, with exports of *,***.** million euros and imports of ***.** million euros. In ****, there is a coverage rate of *** percent, with exports of *,***.** million euros and imports of ***.** million euros. In ****, the coverage rate is *** percent, with exports of *,***.** million euros and imports of ***.** million euros. Finally, in ****, the coverage rate decreases further to *** percent, with exports of *,***.** million euros and imports of *,***.** million euros. We thus note a growing trend in both imports and exports, but with a gradual reduction in the coverage rate.

Italy, ****-****, million euros Source: ****

the Netherlands is the main supplier, accounting for ** percent of Italian imports of ornamental plants. This is followed by Spain with ** percent, France with * percent and Germany with * percent. Poland contributes * percent, while Belgium covers * percent of imports. Other countries such as Greece, Turkey and Kenya carry less weight, contributing *%, *% and another small portion classified under "other" ...

2.1 The question

an analysis of the demand for houseplants in Italy reflects an ever-growing market, driven by the growing interest in wellness and domestic greenery. The pandemic has had a significant impact on increasing this trend, prompting many Italians to invest in the care of their living space, both indoors and out. According to a report by Myplant & Garden, the Italian floriculture sector has seen a growth in the total value of production to more than *.* billion euros in ****. This includes a growing demand for potted and ornamental plants, which remain among the preferred categories in the domestic market.

GREEN RETAIL;TheFloriculturist

Increasing urbanization and greater environmental awareness have further boosted this trend, with strong growth recorded especially in northern Italian regions, where the availability of green spaces is more widespread. At the same time, according to Idealista, more than **.* percent of Italians regularly spend time taking care of their garden, terrace or balcony, a sign of the strong connection between Italians and gardening, which translates into a steady increase in demand for plants and landscaping accessories

Metropolitan Magazine

The graph shows the trend of online searches for the topic "plants" in Italy during the period ****-****, expressed in terms of interest index. ...

2.2 Homes of the Italians

To understand what types of plants can be purchased by Italians, it is good to understand how large their homes are and how many have the availability of outdoor space, a balcony, a terrace a garden.

There are **.* million properties in Italy, but only **.* million produce cadastral rents, which are private properties[***]. According to Istat data , **% of homes in Italy have a balcony, terrace or garden. These data vary from region to region and are more present in northern regions, Piedmont and Veneto, and are less present in the South, particularly in Basilicata.

forty-four percent of people engage in year-round gardening for a few hours a week, while **% do so for at least one hour a day. Another **% take care of plants for a few hours every two weeks. In warm weather alone, * percent devote a few hours each week, and * percent garden for an hour a day, with another * percent taking care of their plants every two weeks. This graph highlights the importance of gardening as a regular activity for a significant portion of the Italian population.

Time devoted to garden and plant care Italy, ****, percent Source: ****

New market trends

In recent years, the plant market in Italy has undergone a significant evolution, not only in terms of quantity but especially in terms of consumer preferences, which are oriented toward new trends related to specific needs. Growing awareness regarding personal and environmental well-being has prompted many Italians, especially in urban areas, to choose plants that not only beautify spaces but also provide tangible benefits. Among the most popular plants are succulents and cacti, which are particularly popular because of their low maintenance and ability to adapt to home environments, requiring little water and attention.

Air-purifying plants, such as ficus and sansevieria, have won over the public due to the growing attention to indoor air quality. In addition, interest in sustainability and self-sufficiency has boosted demand for aromatic plants, which are mainly used for culinary purposes, and urban gardens, which allow healthy food to be grown even in small spaces such as balconies or small gardens. In general, these trends highlight a shift in consumer preferences, which are increasingly oriented toward plants that promote sustainability, health and quality of home life.

Exactitude Consultancy;Agricommercial and Garden Center

Main players in the Italian market

Viridea is one of the leading garden center chains in Italy, with several locations in the north of the country. It is distinguished by its wide range of houseplants, including tropical plants, succulents, and air-purifying plants, all of which are ideal for decorating indoor spaces. Viridea caters to a wide audience, including both home gardening enthusiasts and industry professionals. The company regularly organizes events and workshops to spread green culture among consumers, making it a benchmark in the gardening market

GREEN RETAIL

Vitroplant, founded in **** in Cesena, Italy, is a leading company in plant micropropagation through in vitro culture. This technique allows large-scale multiplication of identical and resistant plants, reducing propagation time and improving quality. Vitroplant produces a wide range of species, including fruit, ornamental and forestry plants. The company stands out for its technological innovation and sustainable approach, ensuring efficient production and reducing the use of pesticides and fertilizers.

Vitroplant

Rossi Fiorista is an Italian company specializing in the retail sale of flowers and ornamental plants. With years of experience in the industry, Rossi Fiorista is renowned for the quality of its products and customer care, offering customized solutions for all kinds of floral needs, from special events to home ...

3.2 Sale

The main sales channels for furniture plants are garden centers and florists.

Garden centers are found throughout the peninsula, particularly in northern regions, with Emilia Romagna topping the list.

Source: ****

There are six main groups: Cons. Garden Team, Giardineria, Giardinia, TuttoGiardino, TUTTOGIARDINO and Ama Group.

Source: ****

in ****, the number of enterprises was **.** thousand, but a gradual decrease is observed until ****, when the number drops to **.** thousand. Thereafter, there is a slight decline in **** (***), followed by a recovery in ****, with the number of enterprises returning to **.** thousand. Overall, there is a slight decline in the sector, but with a sign of recovery toward the end of the period under consideration.

Italy, ****-****, units Source: ****

The total turnover of companies in Italy between **** and ****, expressed in billions of euros, is estimated. In ****, turnover was *.** billion and showed a slight increase in ****, reaching *.** billion. The figure remained stable in ****, again at *.** billion. In ****, turnover showed a sharp increase, reaching *.** billion. However, in the following years, there was a sharp decline, with turnover falling to *.** billion in ****.

Total company turnover Italy, ****-****, Billions Istat;Registroaziende.it

The value chain

Supply of raw materials: This stage includes manufacturers of seeds, cuttings, growing media, fertilizers and plant protection. Suppliers work with nursery companies to ensure the supply of high-quality materials needed for growing houseplants. Cultivation and Production: Nurseries and specialized producers grow houseplants using advanced techniques such as micropropagation or greenhouse cultivation. This stage focuses on optimizing plant growth to ensure uniformity, aesthetic quality and durability. Distribution and logistics: After production, plants are distributed through logistics channels, which include refrigerated and specialized transportation to preserve plant integrity. Distributors sell to wholesalers, garden centers, retailers and e-commerce platforms. Retail: Plants reach consumers through garden centers, furniture stores, supermarkets, flower stores, and online sales platforms. At this stage, retailers also offer advice on plant care and maintenance. After-sales services and support: Many retailers and manufacturers offer after-sales services, such as advice on plant care, fertilization plans, and replacement services for damaged plants. End consumer: The end consumer purchases houseplants for home or business use, benefiting from a quality product that contributes to the aesthetics and well-being of indoor spaces.

4.1 Offer

Houseplants are many, but they can be grouped into a few macro-categories:

4.2 Prices and spending

We propose the trend of the annual price of plants in Italy between **** and ****, with values indexed to the **** base (***). A steady growth in the average annual price is observed. In ****, the price was ***,***, with a slight increase to ***,*** in ****. **** sees a more significant increase, reaching ***.*, and the upward trend continues until ****, when the price reaches ***.**. Italy, ****-****, (***) - annual averages istat

For this graph instead, we are going to analyze the trend of the annual price of flowers in Italy from **** to ****, with values indexed to the **** base (***), with a more pronounced growth between **** and ****, when the price reaches ***.* and ***.*, respectively. Annual flower price trend Italy, ****-****, (***) - annual averages istat

To be more precise, we also include the monthly trend of the price of plants in Italy in the period between **** and ****, using a base index ****=***. The data show a steady growth in the first months of ****, starting with an index of ***.* in January and reaching ***.* in the last quarter of ****. Thereafter, in ****, the index stabilizes slightly, fluctuating between ***.* and ***.*, with a marginal increase until July ****.

Trends in the price of plants Italia,****-****,Indice:(***) Istat

The same analysis is done for the price trend of flowers in Italy ...

4.3 Startup

There are more and more startups taking care of plants or helping online trade in them.

5.1 Regulations

The regulation mainly concerns the production of plants to avoid possible contagion. The referenced law is number **** of the **th Legislature,this law is divided into ** articles, each with a different function. Below is a summary of the most important articles for domestic plants:

Article * : Purpose of the bill and introduction on the legislature. Article *: Establishes which activities must not harm the environment and, in particular, must not introduce subspecific species and/or entities, such as varieties, breeds and landraces, that may threaten ecosystems, habitats, as well as species and populations of native flora.In particular, paragraph * establishes the principle that in all activities and interventions in which forest propagation material is used, it must be exclusively certified material. Article *: Today, the lack of protocols for the collection and cultivation of propagation material causes further unintentional reductions in the gene pool of cultivated species; moreover, the lack of the definition of morphological and physiological quality parameters encourages the production of technically poor propagation material, from the use of which poor plants result.Important, also for the effective protection of germplasm of indigenous species, is the certain knowledge of the collection area of propagation materials; therefore, it must be defined very clearly ...

6.1 Segmentation

• Vitroplant Italia
• Rossi fiorista
• Nuova Agraria
• Consorzio Garden Team