logo
EN

10.11.2016

Gardeners gets smart with robotic mowers

As a whole, the gardening market in Great Britain, Germany, the Netherlands, France and Belgium isn’t exactly shooting up this year. Total sales volume in the first six months of 2016 was €4 billion, an increase of just 0.1%. The market in the Netherlands is significantly more fertile, with growth of 9.6% compared to the same period last year. In Germany sales rose by 4.4%.

While the overall market may be fairly stagnant, one area that is showing vigorous growth is smart gardening. As in many other areas, consumers are keen to embrace technologies that make their lives easier. Consequently, we’re an increase in the robotic lawnmower market as consumers favor self-driving machines that can take the hassle and hard work out of cutting the grass. In the first half of 2016, volume sales of robotic lawnmowers grew by 37.2% and achieved total sales of €127 million. Gardeners in the Netherlands were the most enthusiastic adopters of robotic lawnmowers – sales value here grew by 92% year-on-year.

While at one end of spectrum consumers are keen to embrace the possibilities of high tech gardening, there is a move towards organic gardening at the other. This alternative emerging trend has consumers shunning traditional man-made chemicals in favor of natural garden nutrients including fertilizers and soils. The percentage of natural products in the total garden chemical market grew by 7.8% year-on-year. France and the Netherlands have led the way in terms of growth with sales in these markets up 16.2% and 12.1% respectively.

For more information on the latest gardening trends and market developments, check out our infographic

Related Products

  • GfK Point of Sales Tracking

    Product tracking comparison tool measuring market share and brand performance. Data from both retailer and reseller. Regular POS insights across all relevant channels.

    Read more
  • GfK Shopper Behavior

    Support your marketing decisions with comprehensive data and analysis of buyer behavior at all stages of the purchase journey and product lifecycle.

    Read more
  • GfK Key Account Data

    Based on named retailer data, KAD is invaluable in defining successful Category Management & optimizing Supply Chain Strategy. KAD is a common information currency for Retailers & Industry.

    Read more

Related Insights

  • 16.07.2020

    News

    Geomarketing use case: Martlets

    Find out in our use case how geomarketing helped our client Martlets optimize their delivery health care services.

  • 13.07.2020

    News

    Map of the Month: FMCG share of brick-and-mortar retail turnover, ...

    GfK’s Map of the Month for July illustrates fast-moving consumer goods’ (FMCG) share of brick-and-mortar retail turnover in Europe in 2019.

  • 29.06.2020

    News

    Map of the Month: Retail share of private consumption, Europe 2019

    GfK’s Map of the Month for June illustrates the brick-and-mortar retail turnover share of private consumption in Europe in 2019.

View all Insights