The landscaping market - France (2024)

1.2 The global landscaping market

The landscaping industry has estimated annual sales of $***.* billion in ****, with a CAGR of *.**% over the ****-**** forecast period [***].

Global landscaping market trends World, ****-****, in billions of euros Source: ****

According to the State of the Industry report, the younger generation will be driving the market in ****. Indeed, it's millenials who are showing the most interest in landscaping and gardening, seeing it as a hobby. This trend has led to a growing demand for landscaping and lawn mowing services. According to the **** National Gardening Survey, **.*% of **-** year-olds plan to spend more on lawn and garden-related activities, exceeding the global average of **.*%. This new generation is more inclined to embrace new technologies and looks for innovative practices to save time and money. For example, in ****, iRobot launched the Terra robotic lawnmower, a cutting-edge technology that uses sensors to mow grass without human intervention. The iRobot Home app is used to supervise its operation. The demographic growth of Generation Y and Generation Z, combined with the emergence of innovative technologies, is seen as driving the global market for landscaping and gardening services.

1.3 The growing French market

According to INSEE, the landscaping sector, which includes the creation and maintenance of gardens and green spaces, was worth *.*** billion euros in ****, and is estimated to be worth **.*** billion euros in ****.

Although companies in the sector are struggling to cope with the rising cost of materials and energy prices, landscaping is nonetheless recording exceptional growth of **% over the period ****-****, compared with *.*% between **** and ****.

Landscaping services are grouped under NAF code **.**Z, which includes :

planting, care and maintenance of parks and gardens for : private and public residential buildings public and semi-public buildings (***) municipal grounds (***) roadside areas (***) industrial and commercial buildings

planting, care and maintenance of greenery for : buildings (***) sports fields (***), playgrounds, sunbathing lawns and other recreational parks stagnant and running water (***) plantings for protection against noise, wind, erosion, visibility and glare

This code is used to estimate the sector's sales since ****.

Market growth by customer segment France, ****-****, in billions of euros % Sales Source: ****

Unep (***), the French association of landscape contractors, has forecast sales of *.** billion euros in ****. This significant difference can be explained by the fact that the Unep counts around **,*** member companies in **** and the INSEE around *,**** in ****. Considering that the number of companies in the sector increased by ...

1.4 The effect of Covid-19 on the landscape market

The Covid crisis

The Covid crisis has halted the sector's growth of recent years. Indeed, **% of companies have ceased or slowed down their activity. Only **% were able to maintain normal activity. **% of companies said they had ceased operations at the start of the crisis to protect their employees in the absence of official recommendations. [***]

Unep estimates a **% drop in sales for companies in the sector in the first half of **** compared with the second half of ****[***]

However, landscape companies form a sector with high environmental and societal value that cannot be neglected at a time of dynamic recovery. On the contrary, Unep believes that landscape companies must be at the forefront of the recovery from the crisis, and has proposed a plan to the government to revive the sector and the economy. The proposals are based on * main ideas:

stimulate the local authority market support the retail market increase the attractiveness of the business offer improve regional resilience

[***]

2.1 Typology of demand

In France, **% of people have their own garden, with an average surface area of *** m*, a higher figure than in Germany or the Netherlands. But this figure is very stable overall, having reached **% in ****. *% of French people say they have a shared garden, and **% have no access to any private or shared green space, a figure that impacts the demand for green spaces in cities.

This figure varies greatly according to the wealth of the people concerned: **% of the highest income earners say they have their own garden, compared with **% of the most modest households.

Percentage of French people with a garden in **** France, ****, in Source: ****

What's more, by ****, **% of households will have a garden or terrace, i.e. **.* million households. [The landscaping market therefore has huge potential.

In ****, rural dwellers will be over-represented among garden owners (***), with the least populated towns offering the most garden homes.

In contrast, less than half (***) of people living in the Paris region claim to have a garden. The gap between Parisians and the rest of France is widening every year. [***]

Survey: "Do you currently use your garden for the following reasons?" France, ****, in % Source:Unep survey Is looking after your garden considered a hassle ...

2.2 Trends in consumer demand

Generally speaking, the French are increasingly turning to landscape professionals. An analysis of Google searches over the last ** years shows very steady growth in the number of searches for the terms paysagiste and jardinier.

evolution of google searches for "paysagiste" and "jardinier France, ****-****, in % of highest number of searches Source: ****

Outdoor furniture

To add to the comfort and aesthetic appeal of gardens, outdoor furniture is gaining in popularity, particularly in neutral colors that enhance the surrounding vegetation. The most popular materials are metal, especially aluminum, and glass for their durability.the more rustic style created by a mix of natural stone, untreated wood and metal is also in great demand.

When it comes to garden furniture, the French prefer teak, metal and plastic in ****. The graph below shows how French garden material preferences have evolved since ****.

The French's favorite garden materials France, ****-****, base *** for most popular category Source: ****

Sheltered terraces and garden sheds

These facilities enable customers to enjoy their outdoor space during summer evenings, or all year round depending on the layout in place. Equipped with a retractable canvas or a rigid roof, and sometimes with a heat lamp, the installation has the advantage of protecting from the ...

2.3 A market marked by seasonal demand

The landscaping sector is seasonal, with companies generating sales of around *.* billion euros in the spring, representing over **% of annual sales. [***]

Share of annual garden sales by month France, ****, % of annual sales Source: ****

Indeed, the seasonality of interest in garden and garden furniture is observable every year, with searches all the more important during spring, between March and June in particular.

evolution of interest in the term "garden furniture France, Sept ****-Sept ****, Google Trend index Source: ****

2.4 Public demand driven by urban development projects

The landscape sector supports cities in their renewal projects. Many urban development projects are accompanied by green spaces, such as green roofs, or urban agriculture and shared vegetable gardens.

The benefits of green public spaces are numerous: countering air pollution, bringing planning stakeholders together, developing diversified project financing, involving the private sector, creating biodiversity in disadvantaged neighborhoods, restoring the place of sustainable mobility, etc.[***]

Yet * out of ** French people deplore the lack of green spaces in cities.

Poll: "Do you think there are enough green spaces downtown?" France, ****, in % Source: ****

According to the French people surveyed, the places most lacking in green spaces are shopping malls and city centers. However, changes in responses since **** show that city centers have made progress on this issue: **% of French people consider that they lack green spaces, compared with **% in ****.

Poll: "Which places do you think lack greenery?" France, ****-****, in % Source: ****

3.1 Landscaping market value chain

A possible value chain for the landscaping market is :

Design and planning: This stage includes landscape architects, garden designers and professionals responsible for landscape design and planning. They work closely with customers to understand their needs, develop plans and drawings, and design attractive, functional landscaped spaces. Plant and materials supply: Nurserymen, plant growers and materials suppliers play a key role in the value chain. They supply the plants, trees, herbs, flowers, seeds, fertilizers, substrates, building materials, irrigation systems and other elements needed to complete landscaping projects. Construction and installation: Landscaping companies, public works contractors and construction crews are involved in implementing landscaping projects. They carry out earthworks, prepare the soil, plant vegetation and install structures such as walkways, terraces, low walls, fences, fountains and more. Landscaping and decoration: This stage involves the installation of street furniture, outdoor lighting, automatic watering systems, play structures, pergolas, benches, flower pots, and so on. The aim is to add functional and aesthetic elements to complete the landscaping. Care and maintenance: Companies specializing in landscape maintenance play an important role in the value chain. They are responsible for lawn mowing, tree and shrub pruning, irrigation management, weed control, fertilization, green waste management, pest and disease management, ...

3.2 Organization of the landscaping sector

Private customers account for the lion's share of landscapers' sales, with a market share of almost **%.

Breakdown of landscaping sales France, ****, in Source: ****

However, these figures are an average. In the graph below, we can see that the larger the company, the fewer its assignments will be addressed to individual customers. The customer base therefore varies greatly according to company size.

Breakdown of sales by customer and company size France, ****, in Source: ****

Nevertheless, the sector's total sales are not distributed in the same way as the number of companies. While companies with more than * employees are poorly represented in relation to the total number of companies by number, their share of sales is far more substantial, accounting for more than half of total sales.

Market breakdown by company type France, ****, in Source: ****

There are many more landscaping companies in the South of France, particularly in the PACA and Auvergne-Rhône Alpes regions. The proportion of sales generated in each region is generally in line with the number of companies based there, with the exception of the Île-de-France region, which is the fifth-largest.gion, with the exception of Île-de-France which is the *ᵉ region in terms of number of companies is the *ᵉ region ...

3.3 Successful investments after a difficult period

Despite the health crisis and confinements in ****, a majority of business leaders maintained their investments and even increased them in ****. Indeed, in ****, **% of companies in the sector had invested a total of *** million euros, compared with **% in ****, for a total of *** million euros. On average, these companies invested around *.*% of their sales. Since ****, the total annual sum allocated by business leaders to investments has increased by almost ***%. [***].

Evolution of the share of investment in landscape sector sales France, ****-**** Source: ****

In ****, investments were distributed as follows:

Breakdown of investments by type of purchase France, ****, in Source: ****

Almost half of all purchases in **** will be for site equipment and tools, followed closely by vehicles.

evolution of the share of investments dedicated to CSR France, ****-****, in Source: ****

In ****, **% of the total amount of investments made (***), testifying to the willingness of business leaders to commit to actions in favor of the environment and to enhance their company's appeal to employees.

3.4 A young sector but major hiring difficulties

As a labor-intensive sector, landscaping is a major employer. The sector is particularly good at integrating young workers, with **% of employees on apprenticeship contracts in ****, compared with the national average of *.*%. Although there is a slight ageing of the workforce, the profession remains very young, with **% of employees under the age of **. [***]

What's more, companies are very young overall. More than one company in * has been created or taken over since ****, and more than half (***) of active companies were created since ****. Generally speaking, companies with no employees are younger than those with employees.

Breakdown of companies by year of creation France, ****, in Source: ****

In ****, the landscape sector will employ **,**** people, a figure that has risen by **% in ten years, and a company in the sector will have an average of * employees. [***]

The average company manager is ** years old, male in **% of cases, and generally holds a diploma in "landscaping".

Landscape employees are ** years old on average, and in **% of cases hold a permanent contract, **% of them working full-time. [***]

Short-term outlook for landscape sector business leaders France, ****, in Source: ****

Despite this, the sector remains marked by significant hiring difficulties: in ****, **% of companies wishing to hire had not managed to do so. Although ...

4.1 Price per furnishing service

The offer generally falls into several categories or typologies, depending on the services offered. Here are the main types of company we encounter:

Landscaping companies: These are companies specializing in the design, construction and maintenance of landscaped areas. They offer services such as garden creation, tree and plant planting, irrigation system installation, terrace and balcony landscaping, etc. Landscape architects: Landscape architects are professionals who design landscaping projects, paying particular attention to aesthetics, harmony with the environment and the functionality of spaces. They can work on projects as varied as parks, public gardens, urban spaces, residential complexes, etc. Nurserymen and plant suppliers: These professionals specialize in the production and supply of plants, trees, flowers and other plant elements used in landscaping. They can also offer advice on choosing the right plants for a specific environment. Public works companies: Public works companies can also offer landscaping services as part of urban infrastructure projects. They may be responsible for creating green spaces, installing street furniture, landscaping pedestrian zones, etc. Maintenance and upkeep companies: These companies specialize in the regular upkeep of landscaped areas. They can provide services such as lawn mowing, tree and shrub pruning, irrigation system maintenance and green space cleaning.

It should ...

4.2 A sector closely linked to the real estate market

Having a garden, and especially a landscaped garden, adds value to a home on the real estate market. There's no consensus about the contribution of landscaping to the overall value of a property, but it's thought to be between **% and **%. [***]

On the one hand, it can improve the aesthetics of the property; careful, attractive landscaping can greatly enhance the aesthetics of a property. Well-maintained, visually pleasing outdoor spaces, with well-landscaped gardens, colorful plants and flowers, manicured walkways and relaxing areas, can give a positive first impression to potential buyers and increase the overall appeal of the property. It also creates a pleasant living environment. Well-landscaped outdoor spaces provide a pleasant living environment for residents. They create areas for leisure, relaxation and socializing, which can be an important factor in attracting buyers. Well-maintained gardens, terraces, play areas and green spaces can be major assets for a property, especially in urban areas where outdoor space is often limited. Beautiful landscaping adds value to the property. Buyers are often willing to pay more for a property with a well-tended garden and attractive outdoor spaces. Landscaping can therefore help increase a property's market value and stimulate the local real estate market.

Finally, when buying a ...

4.3 New market trends

Feminization of the sector :

The feminization rate of the profession is increasing and now reaches **% of employees. In ****, there were *,*** female employees in landscape companies, compared with *,*** in ****, representing an increase in female headcount of almost **% in * years! This increase is particularly noticeable in management positions: the proportion of female managers has risen from **% to **%. They are younger and occupy more field positions, at **.*% versus **% in ****[***].

Ecological engineering:

*,*** companies have an ecological engineering/plant engineering activity, representing *.*% of total companies. For *** companies, ecological engineering is their main activity. For the remaining ***, it is a secondary activity. This new indicator in the key landscape figures bears witness to the development of ecological issues and associated work requiring highly specific skills. It is mainly the largest structures that are involved in these projects (***) [***].

On the whole, however, companies are also feeling more concerned by ecological issues. Indeed, new working and planning methods have emerged in recent years. This is particularly true of :

Sustainability and respect for the environment: Growing awareness of the importance of sustainability and environmental protection has led to a growing demand for sustainable landscaping. Customers are looking for environmentally-friendly solutions, such as using native plants, managing water efficiently, reducing ...

5.1 Regulations

Sector specifics

Landscaping is situated between two sectors (***), and its players have often been the victims of a lack of awareness of their specific characteristics. As a result, they are often left out of agricultural and rural aid schemes, and on the margins of support plans for building and public works. [***]

Diploma and training

The profession of landscape gardener requires a bac+*. A number of training courses are available, including DE Paysagiste (***). Around **% of the sector's workforce holds a diploma, and **.*% of its salaried employees are apprentices in training. [***]

To open a landscaping business, you first need to decide on your legal status (***).

Planting trees and hedges

When planting a tree, shrub or hedge, you need to respect certain distance rules from your neighbors' property. These may be local - in which case you should contact your local town hall - or general. General legislation imposes a distance of ** centimetres from the neighbouring property when the planting is less than or equal to * metres, while this minimum distance is * metres when the planting is greater than * metres. [***]

Felling trees

Tree felling is regulated, and private individuals cannot choose to cut down their trees as they see fit. It's best to check ...

5.2 The different laws

Le Code de l'urbanisme: This code defines the rules governing town planning in France, including those relating to landscaping. It sets out the general principles of land-use planning, building regulations, density standards and building height regulations.

Plan Local d'Urbanisme (***): This is a town-planning document drawn up by local authorities to regulate landscaping at local level. The PLU defines land-use rules, architectural prescriptions, green spaces to be preserved and methods for integrating buildings into the landscape.

Law on water and aquatic environments: This law aims to protect water resources and aquatic environments. In particular, it regulates landscaping near watercourses, water bodies and wetlands. Specific authorizations may be required for certain works in these areas.

Code de l'environnement (***): This covers legislative and regulatory provisions relating to environmental protection in general. This code may also contain specific rules concerning landscaping, notably with regard to the preservation of biodiversity, the management of green waste and the use of phytosanitary products.

Specific regulations: In addition to the general texts, there are specific regulations for certain types of landscaping, such as public green spaces, private gardens, historic parks and gardens, playgrounds, etc. These regulations may vary according to the type of project. These regulations may vary according ...

5.3 Convention collective nationale des entreprises du paysage

Employees of landscaping companies are governed by the Convention Collective Nationale des Entreprises du Paysage, identifiable by the number ****. Here's a more detailed summary of its main points.

The agreement applies specifically to companies specializing in the creation, development and maintenance of parks and gardens, as well as to landscapers. With regard to working hours, the agreement sets the legal working week at ** hours, but also allows for a modulation of working hours over the year to better adapt to seasonal business needs .

In terms of remuneration, minimum wages are set according to professional categories, thus ensuring a fair basis for remuneration. In addition, employees benefit from a seniority bonus, and specific allowances are provided for frequent travel, in recognition of the particular constraints of the job. Employees are entitled to statutory annual paid leave, plus additional days off depending on seniority. Leave for family events, such as marriage, birth or death, is also provided to enable employees to reconcile their professional and personal lives.

Professional training is an essential aspect of the agreement, with a strong emphasis on ongoing training and the development of employees' skills. Companies are required to draw up a training plan to ensure that employees' skills ...

6.1 Market segmentation

Typically, development projects involve many different types of players: agronomists, ecologists, hydrologists, foresters, architects, town planners, but also farmers, business leaders, developers, etc

• Daniel Moquet
• Leroy Merlin France (Adeo)
• Truffaut
• VillaVerde
• Gamm Vert (Teract Groupe)
• Jardiland (Groupe Teract)
• Silvera Design
• Idverde
• Fermob