Friday, June 20, 2025
The Garden Market in 2024: A Difficult Economic Context
BUILDING & LANDSCAPINGGARDENING HOME & LEISURESERVICESOUTDOOR LIVING
The gardening sector in 2024 finds itself in a complex situation, marked by a widespread decline in consumption and growing consumer concerns. Guillaume Mulleret of GFK NIQ presented an overview at a conference, providing context on this dynamic.
Declining Consumer Confidence
The year 2024 was marked by palpable anxiety among French consumers. While spending on food products remained stable, non-food sectors, such as gardening, saw their turnover drop by 6%. These results are symptomatic of depressed consumer sentiment, affected by inflation, the political situation, and the economic crisis. At the same time, the savings rate spiked in the third quarter.
Impact of Weather on the Market
One of the major reasons for this decline is the negative impact of the weather. The year 2024 was exceptionally wet, with a 15% excess rainfall and reduced sunshine, which severely disrupted gardening activities. Industry players agree that these adverse weather conditions had a devastating effect on demand.
Key Market Figures
The garden market reached a turnover of €8.2 billion in 2024, down 4.9% compared to the previous year. This situation is not isolated, as it is the third consecutive year of decline for this market. Among the most affected categories, watering saw an 11% drop, while barbecue sales fell by 6%.
Trends within Product Categories
On the other hand, some categories showed signs of resilience. Powered gardening, for example, recorded growth of 13%, reaching €1.5 billion. Lawnmowers, particularly petrol lawnmowers, showed unexpected resilience at this level. Garden maintenance products such as pressure washers also saw sales increase.
New Consumption Habits
Faced with this challenging economic climate, French purchasing behaviors have evolved. Around 60% of the population gardens at least once a month. Furthermore, a recent study showed that 90% of households are now more cautious about their spending, particularly in the leisure and restaurant sectors.
Fewer postponements of development work
Another implication of this gloomy economic climate has been the postponement of projects. Around 10% of French people report having put development projects on hold, a significant drop from 30% the previous year. There is therefore a slight return of confidence that could materialize into a recovery in investment soon.
Innovation: An Essential Lever
To revive the market, innovation is essential. New products, particularly those related to sustainability, such as organic products, are experiencing strong growth. Vinegar-based weedkillers, for example, have seen their market share increase significantly, now representing 12% of sales in this segment. This shift reflects consumer demand for more environmentally friendly solutions.
The Importance of Promotional Offers
Another lever for energizing the market is promotional dynamism. Observations show that promotional operations, although less frequent, prove more effective. Furthermore, distributors must develop differentiated offers to attract consumers.
Outlook for 2025 and beyond
Forecasts for 2025 are both cautious and optimistic. Despite lingering concerns about inflation and the economic situation, a slight recovery is expected, with the garden market forecast to grow by 3%. This increase could be fueled by a return to more favorable weather conditions.
Conclusion
In summary, the garden market in 2024 has faced numerous challenges, ranging from economic concerns to adverse weather conditions. However, with innovation, effective promotional strategies, and continued interest in gardening, industry players have reason to hope for a recovery in the coming years. Guillaume Mulleret concludes by reiterating the importance of remaining attentive to changes in consumer habits in order to best respond to market uncertainties.