Friday, June 20, 2025
The performance of the online garden market
BUILDING & LANDSCAPINGGARDENING HOME & LEISURESERVICESOUTDOOR LIVING
The performance of the online garden market
The French gardening market is a dynamic sector with an estimated turnover of between €7.7 and €8 billion. However, current perceptions of this market are fragmented and face several challenges, including increased competition, evolving consumer behaviors, and demographic shifts. Thomas Le Rudulier, General Delegate of the French Gardening and Pet Shop Federation, shares his perspectives on the state and future of the sector.
An overview of the market
The current view of the garden market is fragmented. Various players such as discounters, landscapers, and online platforms like Lidl or Action are not adequately represented in traditional sales panels. Yet these players contribute to the sector's growth dynamic. Even in 2024, discounters have seen growth in certain product categories, while the market is often perceived as declining.
Consumer Evolution
Consumer typologies are evolving and diversifying. According to studies, 70% of households now consist of one or two people, indicating a need for relearning in terms of communication and marketing. Younger generations are not very present in the consumption of garden products, representing only 25% of spending, while consumers over 40 continue to hold a significant share of the market.
The French aspire to consume responsibly, with 77% saying they want to make ethical purchases. However, price remains the main determining factor for 75% of consumers, leading to difficult decisions when making purchases.
The search for values and the end of neutral trade
Consumers are no longer simply looking to buy; they also want services and commitments. It's essential to build a relationship of trust by offering products with clear values. Brand loyalty is built around social and environmental commitment, a crucial aspect for capturing the attention of modern customers.
The challenges facing brands in the face of sociological changes
Retailers must adapt to rapid and significant changes in society. Omnichannel is becoming essential, and consumers expect to be able to consult information online before making a purchase. Garden centers, thanks to their proximity to customers and their ability to create moments of escape and emotion, can capitalize on this trend.
The importance of animation and sharing
Garden centers have the advantage of offering experiences that engage consumers. Fostering communities and organizing events around gardening education is essential. Customers, especially younger generations, are looking for authentic interactions and shared moments within stores.
The quest for the garden as a refuge
Despite economic and sociopolitical uncertainties, the garden remains a space for creativity and escape. It's a place where people can reconnect with nature and relax. With the growing popularity of gardening, this activity can become an accessible refuge even in difficult times.
Conclusion
The gardening market is at a turning point. To thrive, players must redouble their efforts to meet the expectations of a diverse and demanding clientele. The ability to offer products with clear values and create engaging experiences will be crucial to capturing consumer interest and ensuring the sustainability of this evolving sector. Ultimately, garden centers must assert themselves as key players in a society seeking meaning and escape.