Wednesday, September 30, 2026
Garden market 2025: a mixed assessment and the agenda for regaining value
For the fourth consecutive year of decline, with estimated revenue of €7.6 billion (-2%) and pronounced seasonal volatility, the garden market experienced contrasting dynamics in 2025. While maintenance and leisure products held up, landscaping and power equipment weighed heavily on results. This assessment calls for a rethinking of growth drivers: value creation, project support, and simplified offerings.
The information presented here is based on proprietary data from Promojardin-Promanimal: a panel of distributors (supermarkets, DIY stores, garden specialists, e-commerce) and a consumer panel (1,000 monthly interviews, totaling 12,000 per year). The scope covers plants, equipment, and consumables sold through these channels. The analysis combines sales tracking (volume/price effect) with observations of household purchasing behavior and intentions.
Key figures
A mixed year. In 2025, the garden market is estimated at around €7.6 billion, compared to €7.7 billion in 2024, representing a 2% annual decrease. This decline is due equally to a slight drop in volume (approximately -1%) and a negative price effect (approximately -1%). After several years of inflation, the average price decrease has reduced revenue. Over ten years, however, the market remains nearly 4% above its 2019 level, but its growth trend is almost half that of before 2020.
Seasonal volatility
A strong spring, a disappointing summer: the year was marked by significant monthly fluctuations. An impressive rebound emerged in the spring (April +10%, positive May), but this momentum broke down in June (-9%) and worsened during the summer (July -14%, August -12%), erasing the gains of the first half of the year. Weather conditions, generally favorable throughout the year (temperatures slightly above normal, moderate rainfall deficit), primarily benefited the first half, without translating into a sustained recovery.
Why the rebound didn't last
Several factors explain the poor performance:
- Household prudence: the savings rate remains high (≈ 18%), reflecting precautionary saving despite a decline in inflation. Consumption of goods remains constrained.
- Real estate still insufficient: the recovery of the real estate market (≈ 940,000 transactions in 2025) remains fragile to massively support outdoor development projects, historically linked to the purchase of heavy equipment.
- Structural evolution: gardening remains a popular activity (approximately 84% of French people report gardening), but the actual purchase rate is decreasing (65% made a purchase in 2025 vs. 69% in 2024). The interest is still there; the purchasing decision has become more considered and weighed against other factors.
Barriers to purchase: understanding why people don't buy
Analysis of consumer responses sheds light on the reasons for the lack of purchase:
- 53% believe they "already have what they need": the high rate of equipment limits the spontaneous replacement market.
- 22% cite a budget constraint, a real constraint, but a decrease compared to the previous two years.
- 16% prefer to invest in other areas (leisure, home furnishings); 16% do not plan to enjoy the outdoors in the short term.
These elements show that the goal is not to create a desire for the garden, but to trigger a purchase by providing perceived value.
Winning and losing segments
Performance varies greatly depending on the environment:
- Winners: plants (bedding plants), consumables (potting soil), containers (terracotta) and outdoor/leisure products (sun protection +15%, barbecues +3%). These segments related to maintenance and conviviality have shown strong resilience.
- Losers: outdoor landscaping (fences/screenings -8%) and motorized gardening/tools (lawnmowers -15%), sectors sensitive to housing projects and significant purchases.
- Distribution channels: large retailers fared better thanks to a leisure-oriented assortment; DIY stores suffered (mix focused on home improvement), specialists reflected the market average (-2%) and e-commerce continued its growth (+8%).
Outlook for 2026: Caution, but avenues for recovery
Forecasts remain conditional: the macroeconomic situation and geopolitical developments will weigh on consumption. However, there are encouraging signs: the real estate recovery is expected to continue (FNAIM forecasts ≈ 970,000 transactions) and the first months of 2026 show signs of recovery (Promojardin: February +3%). Regarding intentions, only 13% of homeowners plan to increase their garden budget in 2026, while 27% intend to reduce it and 42% to maintain it—a small net balance, but one that leaves the door open for targeted opportunities.
Three priority levers to recreate value
To reverse this trend, stakeholders must prioritize value creation rather than the race for volume:
- Innovate and differentiate: move upmarket, sustainable offerings and products with clearly demonstrated benefits.
- Reinforce the perception of usefulness: messages focused on concrete benefits (time saving, ease of use, durability) to overcome hesitation.
- Supporting projects: services, turnkey solutions, packages and sales training to reduce the perceived effort and facilitate the investment decision.
Conclusion
2025 confirms that the garden market is undergoing a major transformation: while the practice remains stable and focused on outdoor living, the act of purchasing is becoming more complex. Future growth will depend less on a return to past volumes than on the ability of professionals to create value, simplify the buying experience, and support more thoughtful projects. The coming months will be crucial in determining whether the initial positive signs translate into a sustained recovery.
All data presented comes from the Promojardin-Promanimal 2026 Garden Sector Panorama.
Contact : Hanan Abdesselem - 01 45 43 25 25