Thursday, September 17, 2026
Decline in online searches and new consumer choices in the gardening & DIY sector (2025)
InnoData/Trajaan analysis - price sensitivity, explosion in power tool sales and shift towards low-cost retailers
The InnoData platform, developed by the INOHA association in partnership with the search intelligence startup Trajaan, provides an overview of consumer search behavior in the gardening and DIY sectors. Based on 2025 data, the market is generally declining, but specific trade-offs are shaping demand and guiding retailers' product and sales strategies.
Volume and general trend
Within a scope covering 387 million annual searches, the garden theme alone accounts for approximately 83 million queries. After a more dynamic year in 2024, search volume declined by 6.4% in 2025 compared to 2024.
Search curves reproduce the seasonality of sales: peaks in online interest coincide with periods of purchase, although the intensity of conversion may vary according to categories.
Major consumer trends
The observatory identifies several trends: price sensitivity, usage-based economy (rental, sustainability), environmental responsibility, do-it-yourself, and local preference. All these trends are declining in 2025, with the exception of a slight increase in local preference, which remains marginal in volume.
Some key figures from the presentation:
- Price sensitivity : dominates by a wide margin (over 3 million searches). “Spend less” represents ~2.5 million searches; “find out about the price” ~500k. These categories are, however, declining (-11% and -7% respectively).
- Usage economy : ~900k searches, down; rental searches are notably down (-13%) in connection with the dynamics of motorized tools.
- Sustainability / Made in France: low relative weight (≈1.7% of searches).
Products and departments: winners and losers
Power tools have emerged as the most promising segment: they account for the vast majority of tool-related searches (approximately 92%) and have seen very strong growth over the last three years, despite a temporary dip in 2025. Robotic lawnmowers are particularly dynamic (+97% increase in searches over three years). Brush cutters and shredders are also among the most searched-for product categories.
Conversely, some comfort or decorative items are seeing price reductions: garden furniture (-14%), garden tables (-7%), trampolines (-16% year-on-year, -25% over three years). Consumers, however, are favoring inexpensive experiential solutions: fire pits (+8%), planchas (+19%), entry-level above-ground pools (+35%).
Distribution: Changes in distribution channels
DIY superstores remain the primary entry point (over 5 million searches) but are seeing their search appeal decline (-13% year-on-year, -23% over the long term). Discount retailers are experiencing strong growth: Lidl (+60% over 3 years), Action (+74% over 3 years), and Welldom (+53% over 3 years).
Pure players are showing spectacular increases in search volume (+215% year-over-year, +7,349% year-over-year) but remain a very small minority in terms of sales share (≈1% for some of the companies mentioned). In terms of search share by category, Leclerc dominates the outdoor market, Lidl is very strong in power tools and irrigation, while Leroy Merlin maintains a strong position in home improvement.
Consequences for market players
The lessons are clear: faced with a consumer who is more attentive to price and seeks efficiency (time saving, motorization), players must adjust their product range, pricing positioning and communication.
Priority areas include: strengthening the range of entry-level products and accessible experiences, promoting performance and time saved for motorized tools, closely monitoring seasonal search trends and considering partnerships or suitable formats with discount channels.
Conclusion
The general decline in searches in 2025 masks marked sectoral opportunities: motorized tools are doing well, consumers are clearly choosing price and efficiency, and low-cost brands are becoming more attractive.
Monitoring and interpreting search signals daily remains essential to adapting offers and promotions to changing consumer behavior.