Gardening in Italy

Jul 17, 2014 - Euromonitor International - 15 pages - USD $900
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Since recession hit Italy back in 2009, Italian consumers have been rediscovering gardening and growing their own vegetables as an activity that is good for their spirit and for their pockets. This activity, however, is more difficult to maintain in urban areas than in the countryside, due to a lack of available outdoor space. In the past, gardening was considered more as a hobby or an activity for elderly people retired from their jobs, whilst workers used to take care of their gardens at the weekend, or used to hire somebody to take care of it for them. Today, in light of the difficult economy, people are increasingly being forced to take care of their own gardens in a bid to save money.

Competitive Landscape

Husqvarna Italia led gardening with its Gardena brand in 2013, followed by Al-Ko Kober. The leading position of Husqvarna is no surprise, given the fact that it has a worldwide known brand which stands for quality equipment, and is present in Italy across different categories, from power tools to lawn mowers and watering.

Industry Prospects

Over the forecast period, manufacturers of gardening brands expect an increasing focus on all products which allow energy and water saving, in light of the increasing interest in environmental sustainability, as well as looking at decreasing electricity and watering costs. Likewise, all organic and natural garden care products will be favoured by consumers, as they are considered less toxic for humans and plants, and they do not create any problems when going back into the soil.

Gardening Market Research

Analyse key trends and developments in Italy for all product categories, competitors and channels.

Evaluate the market position and financial performance of the leading national and international market players.

Product coverage: Garden Care, Gardening Equipment, Horticulture, Other Gardening, Pots and Planters.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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About the Publisher
Euromonitor International is a world leading independent provider of business intelligence on industries, countries and consumers. Their business intelligence products include award-winning online information databases, market reports and business reference books. Founded in 1972, Euromonitor International is a privately owned company with offices in London, Chicago, Singapore, Shanghai and Vilnius. Euromonitor has a team of over 600 in-country analysts worldwide, giving them a unique capability to deliver high quality and reliable business information.