Cold snap in the garden market: sales to fall by 6% in 2024

No improvement in 2024. After two already trying years, the garden market declined by 6%, reaching €7,7 billion. Retailers suffered the effects of an average 2% price drop over the year on their shelves, exacerbating the decline in their turnover. In volume, sales fell by 4%, although the decline was less marked than in 2023 (-7%).

While inflationary pressure has eased, last year's unpredictable weather has weighed heavily on the sector. 2024 was among the ten wettest years on record, with a lack of sunshine and soggy soils almost year-round, a situation unseen in 30 years.

Despite these challenging conditions, the French have not abandoned their gardens: 85% of outdoor space owners took care of them in 2024, a figure stable compared to 2023. However, the nature of activities has evolved. Due to the rain, maintenance has been prioritized over planting and other gardening work. This trend is reflected in the market report by segment:

• Hampered by disastrous weather and a sluggish real estate market, the outdoor design sector (screening, patio design, etc.) and garden leisure equipment (garden furniture, barbecues, etc.) are seeing double-digit declines.
• Outdoor plants are holding up better, with a decline in their turnover limited to 3%.
• Gardening equipment (hand tools, crop protection, etc.) is down 9%, penalized by the decline in plant purchases and the drop in sales of watering products.
• Conversely, sales of motorized tools and plant treatment and care products are increasing for the second consecutive year, driven by an increased need for garden maintenance in the face of climatic conditions.

Similarly, not all distribution channels were affected with the same intensity. Large food retailers and DIY stores, which are heavily dependent on sales of outdoor furniture and gardening leisure products, were among the hardest hit. E-commerce also suffered, penalized by the decline in purchases in these same categories. However, specialist gardening retailers held up better, thanks to a more moderate decline in plant sales and sustained demand for plant care products.

For Hanan Abdesselem, Secretary General of Promojardin-Promanimal: "Our surveys show that despite a difficult year, the desire to garden remains strong among the French. If the weather is more clement and the real estate market picks up, the sector could recover in 2025."

*In the scope of food distribution, garden centers, agricultural self-service stores, DIY stores, furniture courses for outdoor furniture and e-commerce.

3 numbers to remember

• 58% of French people have a garden, whether in their main or secondary residence
• 55% have a terrace
• 34% have a balcony in their home

Source: Promojardin-Promanimal consumer barometer, study conducted on a sample of 12.000 French people representative of the national population

2024 Garden Market Review*

*In the scope of food distribution, garden centers, agricultural self-service stores, DIY stores, furniture stores for outdoor furniture and e-commerce. Source: Promojardin-Promanimal Panel, Les Echos Etudes processing, provisional data

Illustrative image of the article via Depositphotos.com.