{"id":941,"date":"2025-08-05T17:03:17","date_gmt":"2025-08-05T15:03:17","guid":{"rendered":"https:\/\/inthezon.com\/senza-categoria\/giardinaggio\/"},"modified":"2025-09-04T14:39:48","modified_gmt":"2025-09-04T12:39:48","slug":"gardening","status":"publish","type":"post","link":"https:\/\/inthezon.com\/en\/insights\/gardening\/","title":{"rendered":"Gardening"},"content":{"rendered":"<p>With the arrival of good weather, the <strong>outdoor and gardening<\/strong> sector is growing among Italians&#8217; purchasing interests.<\/p>\n<p>&#8220;<strong>Gardening<\/strong>&#8221; is a <em>macro-world<\/em> that includes numerous markets, from clothing to tools, and <em>involves a large number of<\/em> <strong>distribution channels<\/strong>: depending on the product category and target audience, garden centers find themselves competing with agricultural stores, DIY centers, furniture stores, pet shops, and of course all large-scale retail, with the presence of &#8220;garden departments&#8221; and, naturally, the online offerings of dedicated e-commerce sites and Amazon.<\/p>\n<h5>What are the emerging trends in the world of gardening?<\/h5>\n<h6><strong><em>The market<\/em><\/strong><\/h6>\n<p>The data provided by the Morgan consumption survey promoted by <strong>Comagarden indicates a forecast for the end of 2023 with a -7% in sales volumes<\/strong>. Considering the price increases, we can assume that turnover is stable.<\/p>\n<p>Substrates are declining, for which a return to pre-covid levels is estimated (-5% values against a volume decline close to -10%) and fertilizers (-7%).<\/p>\n<h6>The behavior of buyers<\/h6>\n<p>The research &#8220;The post-pandemic gardening consumer&#8221; commissioned by Promogiardinaggio once again starts from the post-pandemic scenario and changed purchasing habits, to investigate the new gardening landscape, understand who gardening consumers are, how they segment in relation to needs, what are the &#8220;key&#8221; variables to respond to the needs of new consumers and what are their sources of information and purchase.<\/p>\n<p>During the Covid-19 pandemic, many Italians, forced indoors and with more free time, dedicated themselves to caring for their garden and terrace: real &#8220;extra rooms&#8221; in the house where they could dedicate themselves to their hobbies, smart working, or distance learning. Many started during this period, while those who were already green-lovers intensified their activity. This led to a <strong>significant increase in the consumption of plants and gardening products in the two-year period 2020\/2021, scaled down in sales volumes in 2022\/2023.<br \/>\n<\/strong><span style=\"font-size: revert; color: initial;\">Those who approached gardening during the pandemic have not stopped caring for plants: the post-pandemic period is rather characterized by a <strong>decrease in free time and family purchasing power<\/strong>. <\/span><\/p>\n<p><span style=\"font-size: revert; color: initial;\">The pandemic period and travel restrictions stimulated an increase in online consultations and purchases in e-shops: a phenomenon that did not only concern gardening. With the return to normality, gardening hobbyists seem to have returned to their habits: 99% frequent &#8220;physical&#8221; stores to make their purchases. However, 40% have continued to buy some products online as well. <\/span><\/p>\n<p><span style=\"font-size: revert; color: initial;\">For the purchase of plants, the possibility of touching, seeing, and personally choosing the plant we are going to buy seems fundamental, but the further we move away from &#8220;live green&#8221; the more e-commerce becomes relevant.<\/span><\/p>\n<h6><strong><em>The channels<\/em><\/strong><\/h6>\n<p>Online purchases are growing, particularly for product categories where procurement at a physical point of sale is difficult or expensive.<\/p>\n<p>The incidence of e-commerce is more evident in the <strong>markets for irrigation products (41%) and motorized equipment (30%)<\/strong>, where the online channel is the most important.<\/p>\n<p><strong>However, there is less interest in buying plants online.<\/strong> A new spending model emerges, &#8220;onlife&#8221;, with a hybrid use of physical and online channels.<\/p>\n<p>The online shopping experience is often satisfactory, and <strong>with use, the barriers<\/strong> to online purchase of all gardening products <strong>fall<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-17375\" src=\"https:\/\/inthezon.com\/wp-content\/uploads\/2025\/08\/Osservatorio-consumi_Giardinaggio1-1.webp\" alt=\"\" width=\"726\" height=\"406\" \/><\/p>\n<h6><strong><em>L\u2019offerta su Amazon<\/em><\/strong><\/h6>\n<p>In confirmation of what has already been seen in past years, searches related to the segment have been intensifying since February.<\/p>\n<p>The largest number of searches are for &#8220;technical&#8221; products, which represent respectively:<\/p>\n<ul>\n<li class=\"rnc2Gd\"><span class=\"rnc2Gd\">Pressure washers 6%<\/span><\/li>\n<li class=\"rnc2Gd\"><span class=\"rnc2Gd\">Petrol chainsaw 5%<\/span><\/li>\n<li class=\"rnc2Gd\"><span class=\"rnc2Gd\">Battery pruning shears 3%<\/span><\/li>\n<\/ul>\n<p><span class=\"rnc2Gd\">compared to the total category.<\/span><\/p>\n<p><span class=\"rnc2Gd\">The selection of the top 20 Amazon Best Sellers for garden and gardening in the last week highlights:<\/span><\/p>\n<ul class=\"gdAMzb\">\n<li class=\"rnc2Gd\"><span class=\"rnc2Gd\">Potting soil<\/span><\/li>\n<li class=\"rnc2Gd\"><span class=\"rnc2Gd\">Fertilizers\/liquid fertilizers<\/span><\/li>\n<li class=\"rnc2Gd\"><span class=\"rnc2Gd\">Pest control products<\/span><\/li>\n<\/ul>\n<p><span class=\"rnc2Gd\">which collectively represented a search volume in february of 17% compared to the total category. <\/span><\/p>\n<p><span class=\"rnc2Gd\">In general, it emerges that the user is looking for &#8220;price,&#8221; as Amazon, by its very nature, struggles to present itself as a personalized botanical consultant. <\/span><\/p>\n<p><span class=\"rnc2Gd\">Creating a store on Amazon and supporting it with activities external to the platform, particularly linked to social media, will allow companies to forge a direct bond with customers, with the aim of stimulating attention on new products and at the same time reassuring them about the ease of cultivation.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-17375\" src=\"https:\/\/inthezon.com\/wp-content\/uploads\/2025\/08\/Osservatorio-consumi_Giardinaggio1webp.webp\" alt=\"\" width=\"726\" height=\"406\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With the arrival of the warm season, the outdoor and gardening sector grows among the purchasing interests of Italians.<\/p>\n","protected":false},"author":1,"featured_media":936,"comment_status":"closed","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[42,18],"tags":[],"class_list":["post-941","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-garden-gardening","category-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the 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