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Watering cans, mowers, indoor plants: the gardening market is soaring

2021-06-10T17:03:58.004Z

The success of products intended for the garden in recent months confirms a fundamental trend, which appeared thanks to the health crisis.



The freezing winter and the rainy spring do not seem to have weakened the determination of gardeners.

Watering cans, mowers, indoor plants: garden products have been very successful in recent months and are attracting a growing clientele.

Read also: How (finally) to succeed in your vegetable garden

"It is certain, 2021 will be the record year for the garden"

affirms Marc Rossat-Mignod, Deputy Managing Director of the Botanic group, "

these months we are in increases of 20 to 30% for garden products

" continues the leader of the Savoyard group, which has 70 brands across France. At Truffaut, which has 67, the situation is similar with "

double-digit growth compared to two years ago

" and the observation among the French of a "

strong desire for nature"

shares Nadège Beck, Director of the offer. No product is neglected, "

everything works, the plants but also the containers to equip balconies, terraces and interiors

" affirms the director.

An impetus equivalent to "5 years of growth"

This acceleration in the first half of 2021 confirms the enthusiasm for gardening that Promojardin - an association specializing in the sector - already pointed out in its annual study published in April: “

the garden has emerged as a safe haven in these times. storm

”.

A boon for gardening brands for whom this "

impetus

" is equivalent, according to the study, to "

5 years of growth

".

But this success puts

"the sector under tension"

and exposes it to shortages on certain products such as for example nursery plants, "

it takes several years to grow them

" explains the director of the offer of Truffaut, who continues. “In

this segment the supply cannot meet a sudden increase in demand

”.

At Gardena, a brand of gardening tools established in 80 countries, it is "

lawn mowers and watering products

" that are out of stock, says Julie Hoang, marketing and communication director for southern Europe .

Read also: The rose, a French passion

A critical situation which could however settle down in this period of deconfinement, as the Botanic group thinks, which is preparing for a "

slight rebalancing

": "

people will go back to restaurants, make trips again which could reduce the budget for the garden

" Marc Rossat-Mignod projects himself.

However the latter is not worried, the success of "

green, do it yourself, natural and eat well

" is a "

structural craze

".

"

I rediscovered my garden

"

Beyond the economic situation, the phenomenon does seem to be rooted in some people in a profound change in mentalities.

The spring confinements developed my sensitivity, I rediscovered my garden.

By anchoring oneself in a place, on a daily basis, we pay attention to the buds, to the blooming nature

”, confides Emmanuel, a 23-year-old young consultant, a bit of a poet.

With the arrival of fine weather, the young man was busy in the family garden in the Parisian suburbs and proudly details his achievements: making a compost bin, setting up a vegetable garden and "

homemade

" seedlings

.

Customer rejuvenation

And Emmanuel is no exception among the young people of his generation. Marc Rossat-Mignod indeed notes "

a rejuvenation of the clientele

" which is observed in particular on social networks: "

the green plant is no longer a granny thing, obsolete

" but a decorative object that young people post on Instagram , he explains. A trend that Kantar already pointed out in his study “

The French and the Vegetable

”, published in March 2021 and confirmed by all the players in the sector.

Source: lefigaro

All business articles on 2021-06-10

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