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THE EUROPEAN GARDEN & LAWN MARKET 2020-2025 Quantitative consumer study
THE EUROPEAN GARDEN & LAWN MARKET 2020-2025
Quantitative consumer study
RESEARCH FACTSHEET
Why a study on the European residential garden
market?
The residential garden market is changing under the influence of
for example e-commerce and changing consumer wishes and
demands about sustainability. Currently, there is no report
available that provides structural insights in the European garden
market based on quantitative research. USP has extensive
experience conducting quantitative research in the European
garden market and is now offering its expertise to create a
European multiclient study to provide you with detailed
information of the market and a better understanding of the
customer journey of the consumer. This will help to develop the
right strategic actions and gain market share.
What does USP do for you?
• USP delivers purchase facts (number of products purchased,
brand shares, purchase channels)
• USP provides insights in the Customer Journey
• USP describes the consumer experience when buying
garden products
Insights are provided to
you for 4 European
countries
METHODOLOGY
COSTS
€ 9,000 Full reportFor 4 countries
Add five exclusive
questionsWithout additional costs
1,000 online interviews per
country among buyers of
landscaping equipment,
hardscaping products, fences,
outdoor furniture, or garden
buildings
SOUTH EU CENTRAL EU
GE
FR
PO
AU
SP
IT
Interested? Send an email to:
PT
SW
UKNL
BE
DE
WEST EU
WHO WILL WE INTERVIEW?
Selection criteria• Age 21-75
• Bought landscaping
equipment, hardscaping
products, fences, outdoor
furniture, or garden buildings
in past 12 months
• House owners or renters
Online consumer panels
USP has a fixed partnership with a
panel provider in Europe who will
lend us access to their database.
With the selection and screening
questions, we will select the right
respondents.
Interviews per country• 750 consumers
WHY THIS RESEARCH?
UNDERSTANDING
THE CONSUMER
USP has extensive experience with
conducting research in the garden market. In
the past years we have been working for
MTD products, TTI, Briggs & Stratton and
others.
In every USP multiclient research, we partner
with our clients to implement trends and
research questions in the study which they
consider to be need-to-know information.
Key trends like changes in DMU, orientation
behaviour, customer touchpoints, shares of
purchase channels online and offline, and
many more are shaping the market. Knowing
where, how and when these trends become
relevant is key market intelligence input for
strategic decision making.
Digitalisation is rapidly changing the way
consumers orientate and how they
purchase their garden or appliances. This
trend makes ‘pull marketing' much more
important. The consumer becomes more and
more decisive in their journey. The European
Garden & Lawn Market 2020-2025 provides
key information on how consumers
orientate themselves, how digital sources
influence their decision making, and much
more. Information which is vital for a good
marketing strategy.
Besides this, we map out trendlines and
predictions. For marketing professionals, the
specific information on the garden market is
hard to find, especially for specific
appliances. The European Garden & Lawn
Market 2020-2025 provides just that.
EXTENSIVE EXPERIENCE CROSS-COUNTRY INSIGHTS
Our customers are often Multi-national
companies who need to receive comparable
data for the countries in which they operate.
We deliver a cross-country comparison. The
report reveals that trends will not be the same
in each country and develop at a different
pace in the various countries.
The European Garden & Lawn Market 2020-
2025 is conducted in 6 countries with the
same methodology and questionnaire.
Aside from comparing country by country, the
trends can also be compared by product
category. This information is highly valuable
to assess market conditions and sales
feedback. The report has, when relevant, also
a European perspective, but always with
results split per country and product category
as well.
WHAT QUESTIONS DOES THIS RESEARCH ANSWER?
What was the turnover of the residential garden market in the
past 12 months?
How many landscaping/ hardscaping products were bought by
consumers in the past 12 months?
What was the average price of the different products that were
bought?
Where do consumers buy their products?
What brands do consumers choose for their products?
Where do consumers plan to buy their new garden products in
the next years?
Purchase facts Customer Journey
Where do consumers find inspiration before their purchase?
Where do consumers find information before their purchase?
What websites do the consumers visit before their purchase?
What is the role of the sales representative in the customer
journey?
How do the consumers rate their purchase channel (NPS)?
HOW DO WE DO THE RESEARCH?
1. Kick-off meeting
• USP will schedule a call with you via Skype. During this meeting wewill explain the main topics of the research, when you will receive thereport, and the possible exclusive questions.
• After the kick-off, USP will work on the questionnaire and have ittranslated. If you wish, you can see the questionnaire prior to thefieldwork, but it is not necessary. Due to USP’s extensive experiencein interviewing consumers about their garden purchases, we knowwhat questions to ask to get the answers you need.
2. Online interviews
• USP has access to a large international consumer panel, from which theright consumers will be selected. To ensure we question the rightconsumers, the interview will start with a number of screening questions.
• During the interview, we will also include some ‘check-questions’ in thequestionnaire to filter the bad respondents (e.g. speeders, biasedrespondents) from the questionnaire. We know many ‘tricks’ to include theactual specialty store buyer in this study due to our experience, and withthese tricks we can really ensure the quality of the responses.
• After 10% of the interviews are done, USP will stop the fieldwork tothoroughly analyse the first answers. In this way, we make sure that thegathered data is of the highest quality.
3. Analysis and reporting
• Once a small part of the results have been gathered, USP will startanalysing the outcomes. We will start by checking if all the data is receivedas expected and given answers on respondent level are trustworthy. Whenall results have been gathered, USP will thoroughly analyse the outcomesfrom the quantitative research statistically in SPSS and report it in acomprehensive PowerPoint report.
• Based on our market knowledge we are able to not only analyse theresearch results, but also put them in the context of the whole market andprovide the participants with adequate recommendations and advice onhow to interpret the results.
4. Final presentation
• Our project team will present the report to each participating company
individually via Skype or in person. After the presentation, USP
remains at your disposal for any additional questions.
WOOD PRODUCTS
PRODUCTS INCLUDED IN THE RESEARCH
ENGINE POWERED PRESSURE POWEREDHAND POWERED
CONCRETE PRODUCTS
OUTDOOR LIGHTINGGARDEN BUILDINGSOUTDOOR FURNITURE
PORCELAIN PRODUCTSSTONE PRODUCTS
LAN
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EXAMPLE OF HARDSCAPING PRODUCT TRENDS
Outdoor Living Results in Greater Use of Hardscaping Products
Further growth will come from the continued popularity of outdoor living, which
involves the use of outdoor areas for relaxing, entertaining, cooking, dining,
and other activities. Spaces are becoming more elaborate – such as through
the inclusion of structures such as patios, outdoor gardens, and fire pits – and
often use large volumes of hardscaping products. Outdoor space designs are
increasingly blending with indoor styles to create a seamless look. This is one
of the reasons why high valued products like porcelain pavers and natural
stone products are increasingly popular.
Powered by Installation Difficulty & DIFM Movement Gains in the larger
professional market will continue to outpace those in the consumer and DIY
markets, powered by the difficulty of installing most hardscaping products and
by the do-it-for-me (DIFM) movement. Millennials are increasingly hiring
professionals to landscape in order to save time, while aging baby boomers
want to avoid performing the heavy labor needed to install hardscaping
products. In addition, installation of most hardscaping products – particularly
for larger projects – requires a level of expertise or intensive labor for
installation and will continue to be installed by professionals.
Environmental Concerns & Urban Living Key Trends
Environmental issues continue to influence trends in the hardscaping products
market. For instance, concerns over water management are supporting:
• Xeriscaping, which replaces grass with aggregates and stones and is being
increasingly adopted in drought-prone areas where water is at a premium
• Permeable pavers, which are increasingly being used in both residential
and nonresidential settings due to concerns about water runoff and
drainage
Growth in urban living impacts the market, influencing the types and amount of
products purchased. Urban households typically have limited yard or other
outdoor spaces, creating opportunities for hardscaping products designed for
smaller spaces. Opportunities also exist for hardscaping used in rooftop
gardens, which provide urban dwellers with additional outdoor space. These
gardens can also improve the aesthetics of urban settings and potentially
mitigate some environmental issues.
EXAMPLE OF LANDSCAPE EQUIPMENT TRENDS
Outdoor Living Trend Results in More Feature-Rich Outdoor Spaces
The popularity of outdoor living – which involves the use of outdoor areas for
lounging, dining, cooking, and other activities – is expanding and leading to
more elaborate outdoor living areas. Consumers want greater functionality and
higher quality elements that reflect indoor style. For instance, the use of higher
value hardscaping, including stone and large pavers, mirrors current design
trends. Additionally, smart and connected lighting systems are moving beyond
indoor installations into outdoor spaces.
Professional Market Spurred by the Do-it-for-Me Movement
The professional market is expected to show strong gains, supported by a
healthy economy, strong construction markets, and the do-it-for-me (DIFM)
movement. Millennials are increasingly seeking out professionals in order to
save time in their busy lives, while aging baby boomers are opting for
professionals to avoid performing the heavy labor required in landscaping. In
addition, certain landscaping elements require expertise that calls for
professionals.
Shift to sustainability for powered garden equipment
The growing shift of consumers toward eco-friendly and sustainable products
is driving market growth of multiple product, such as leaf blowers. Next to this,
rapid technological innovations, coupled with stringent regulations in few
regions, are expected to increase revenue opportunities for manufacturers in
the market. Further, the leaf blower market is witnessing high competition
among vendors. They are shifting manufacturing facilities to low-cost countries
such as China and Taiwan to enhance profitability and capitalize on growing
business opportunities in these countries. The stringent government policies in
Europe and the US are continually emphasizing on adopting blowers that emit
low emissions and produce less noise. Hence, leading industry players are
focusing on advanced technological features in their products.
Further, vendors are focusing on offering products that are lighter, stronger,
and durable. The inclusion of features such as powerful engines, user-centric
design, and better productivity is expected to enhance performance and
results.
Consumers are engaged in redesigning and modifying their lawns, thereby
propelling the demand for garden care products such as garden tillers, lawn
mowers, and leaf blower. The electric-powered equipment is expected to gain
significant share in the residential markets owing to the increased availability
and enhanced performance offered by these products
RESEARCH COSTS
Annual subscription
fee per year
€ 9,000
…includes
1 report per subscription year
covering South, Central, or West EU
GARDEN EQUIPMENT
HARDSCAPING PRODUCTS
SELECTION OF INVITED COMPANIES
• The research will be multi-client. This because
we know our clients in this market all have
similar needs for insights with regard to the
garden market and its dynamics. By combining
their needs, the research can be done in a very
cost-efficient way.
• All five additional questions that our
participants can add will be reported
exclusively to the company that brought in
these questions.
• The research will only be held if there are at
least 3 participants.
LIGHTING
USP’S PROJECT TEAM
Geert-Jan Aries MScProject Manager
+31 6 34980636
Drs. Jan-Paul SchopManaging Director
+31 6 55786342
USP Marketing Consultancy | Address: Max Euwelaan 51, 3062MA Rotterdam | Telephone +31 10 20 66 900
Reinier Zuydgeest MScBusiness Unit Manager
+31 6 26936109
Grace Geeve MScResearch Analyst
+31 10 800 27 22
ABOUT USP MARKETING CONSULTANCY
OUR EXPERIENCE WITH QUANTITATIVE RESEARCH
Quantitative Research in
39countries in 2019
Selected USP partners
for quantitative
studies in Europe
Our quantitative
studies in 2019
USP Marketing Consultancy
Total
70
Head office Subsidiary
Rotterdam Düsseldorf
Consultants
Research AnalystsProject managers
B2B CATI interviews
B2C online interviews
57,88157,250
1
5
Installation ConstructionDIY
PRINCIPALS OF USP
© 02 March 2020, USP Marketing Consultancy B.V.
The information in this publication is strictly confidential and all relevant copyrights, database rights and other (intellectual)
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