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1 Market Overview
1.1 Definition and presentation
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.
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, ...
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 ...
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 ...
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 ...
2 Demand analysis
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 ...
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 ...
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, ...
3 Market structure
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, ...
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 ...
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. ...
4 Supply analysis
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 ...
4.3 Startup
There are more and more startups taking care of plants or helping online trade in them.
5 Regulations
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 ...
6 Positioning of actors
6.1 Segmentation
- Vitroplant Italia
- Rossi fiorista
- Nuova Agraria
- Consorzio Garden Team
List of charts presented in this market study
- World market value of houseplants
- Exports of houseplants by country
- Global houseplant market
- Main importing countries for houseplants
- Main countries exporting houseplants
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the houseplant market | Italy
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