Wednesday, September 30, 2026
A more humane assessment of garden centers in transition
The major trends that are reshaping the sector
Groupings among producers
The plant sector is reorganizing: farm mergers, umbrella brands, and logistical partnerships are multiplying. This movement aims to improve commercial and logistical efficiency, but it also alters the diversity of the products available to distributors and, ultimately, to consumers.
Climate change: a challenge of anticipation
Growers must contend with an increasingly unstable climate. In nurseries, production cycles are long. A plant cultivated today may not be marketable for two to ten years. This timeframe makes it difficult to anticipate gardeners' tastes and needs in the face of increasingly unpredictable seasons (drought, floods, heat waves). Recent examples (the variability in hydrangea sales from summer to summer) illustrate this vulnerability.
Product ranges that are transforming
While plants remain at the heart of the business, their physical presence and volume have decreased in favor of higher value-added offerings. Today, garden centers offer garden decorations, barbecues, outdoor kitchens, and furniture. They are reinventing themselves to meet new expectations while managing more complex product ranges.
Digital technology and physical stores are becoming essential partners. The internet is primarily an information tool; customers browse, compare, and find inspiration online, but they return to the store for reassurance, advice, and to experience the products firsthand. Digital technology is therefore not the adversary of the physical store, but rather its complement. When used effectively, it drives foot traffic and prepares customers for in-store sales.
Significant price disparities
Field surveys reveal significant price differences for identical products across stores and regions. These differences may stem from market positioning, local production, or pricing strategies, but they necessitate clear communication to avoid any misunderstandings on the customer's part.
What garden owners are looking for today
The surveys compiled in the guide reveal concrete and pragmatic expectations:
- A majority are equipping themselves to save water (rainwater harvesting, mulching).
- A significant portion is looking for varieties that are more resistant to heat and drought.
- Many are reducing the use of mineral materials in favor of more sustainable solutions.
- And above all, a large proportion believe that, despite their efforts, their garden will probably be less "lush" than before, a sign of a need for technical support and tailored solutions.
Seven operational levers for garden centers
- Pay attention to the welcome and the first moments. A simple hello and visible availability often make all the difference. The "hello challenge" implemented by some observers highlights that there is still potential for improvement in how customers are welcomed, the first step towards building trust.
- Strengthen technical advice. Training teams on climate issues, species adapted to local constraints, and best practices (water harvesting, mulching, species selection) provides real added value compared to information found online.
- Clarify the price positioning. Stating and explaining one's positioning (local producers, quality, range, service) helps the customer understand the observed price differences and strengthens the store's credibility.
- Promoting plants through contextualization. Staging, renewed catwalks and carefully designed presentations create the "love at first sight" effect and remind us that plants also sell through emotion and aesthetics.
- Anticipate inventory management. Adapting purchasing to long cycles and climate uncertainties, diversifying supply sources, and working closely with producers helps to smooth out disruptions. These are practices that should be systematized.
- Communicate regularly and intelligently. An active and consistent presence on social media, practical content and inspiring visuals attract a younger clientele and maintain customer relationships between visits.
- Diversify services and offerings. Workshops, personalized diagnostics, planting or maintenance services, as well as an assortment of outdoor items and equipment, strengthen loyalty and increase the average basket size.
Conclusion
The Conso Jardin 2026 guide shows that the gardening sector hasn't disappeared; it's transforming. Between consolidation among players, climate challenges, and digitalization, the physical point of sale retains a strategic position. Garden centers that combine a welcoming atmosphere, expert advice, showcasing plants, and regular communication will emerge stronger from these transitions. Rather than simply reacting to change, the key is to anticipate, experiment, and reaffirm the store's role as a place of experience and trust.