Tuesday, June 24, 2025
State of the plant market in 2024: A changing sector
BUILDING & LANDSCAPINGGARDENING OUTDOOR LIVING
The plant conference opened up interesting perspectives on market issues, notably through the launch of the fourth edition of the garden consumer guide by Roland Motte and Pierre Hervet.
Stagnant market growth
In recent years, the garden market has seen a stagnation in demand, with growth paralleling that of the French population, which has grown by 19% over 37 years. However, the market share of plants in the sector has plummeted, dropping from nearly 55% to just 25%. This observation raises questions about the positioning of plants in relation to other activity offerings, thus becoming secondary.
In-depth data analysis
With the help of partners like Nielsen EQ and PHS, speakers were able to analyze sales trends and compare available offerings to actual sales. For example, while roses are plentiful, they aren't among the top sellers, while some lesser-known plants are posting higher sales figures.
New entrants to the market
The issue of new players in the plant market was also raised. While players such as hairdressers and restaurants have attempted to sell plants without significant success, models such as Plante pour tous, which focuses on pop-up sales, seem to be gaining momentum, primarily in the indoor plant segment.
Price perception: a major issue
Another point discussed was the price image of plants, a sector where consumers rarely buy on a recurring basis, making it difficult to memorize prices. Price increases were discussed, with significant inflation on outdoor plants over the last three years, while general inflation was 13%. This raises the question of the psychological limits that consumers reach when faced with rising prices.
The Internet Challenge
The shift to online commerce was not lost on the speakers. While there was initial skepticism about selling plants online, this trend is growing, with online retailers offering an increasing number of products. However, the importance of quality information on websites was highlighted, with an alarming 98% of consumers abandoning purchases due to unclear information.
The need for evolution
Finally, it was highlighted that producers are considering turning to direct distribution, dissatisfied with the demands and problems encountered with traditional distributors. Such a transition could have consequences for the availability of plants in stores, a concern shared by participants.
Conclusion
The conference highlighted the challenges and opportunities facing the plant-based market in 2024, with transformational prospects suggesting the sector must adapt to new consumer and economic realities. The next guide, scheduled for 2026, promises to provide even more insight into a constantly evolving market.
Roland Motte and Pierre Hervet - Guide des Consommateurs Jardin
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