New Consumer Goods research report from Euromonitor International is now available from Fast Market Research
Boston, MA -- (SBWIRE) -- 11/21/2014 -- Gardening remains a very popular pastime in Russia. Strong demand for gardening products is supported by urban householders who own summer dwellings (dachas) in rural areas. The rural population consumes gardening products to a lesser extent, for economic reasons and the traditional manner of crop cultivation. While the rural population considers gardening as means of survival, dacha dwellers cultivate garden plots mainly because of the health and wellness trend. The possibility of growing one?s own vegetables, fruit and berries, along with the desire for recreation, has stimulated interest in maintaining and improving gardens in dachas. More people are preferring to spend weekends and vacations at summer houses instead of travelling abroad, especially in a difficult economic situation. The increasing number of cottage villages with more sophisticated dwellings has created a basis for the development of the market for gardening equipment, power tools, lawn mowers, bedding plants and exotic trees. Many cottage owners pay great attention to landscape design, and places for sports and recreation.
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Husqvarna OOO leads sales of gardening products, with a share of 5% of total retail value sales in 2013. The company has a very strong position in gardening hand tools, gardening power tools and watering, where it ranks first, and in lawn mowers, where it ranks third. The company operates in all gardening equipment categories across price platforms, thus meeting demand from a range of consumer groups. The flagship brand Gardena held an 11% retail value share in both watering and gardening hand tools in 2013. The company benefits from strong brand awareness and a comprehensive logistics policy. The dealer network covers all Russian regions, and the company also has an internet presence. Husqvarna OOO uses service centres to provide sales and further maintenance.
The health and wellness trend will remain a key driver of the category. Continuing urbanisation and more hectic lifestyles are likely to increase the need for healthy activities and relaxation during weekends and vacations. The poor economic situation, which is predicted to continue in the short term, will not greatly impact gardening market. Russian consumers are opting for the cultivation of garden plots as a supplementary food supply in difficult times, and as a hobby as disposable incomes rise. In the forecast period, the Russian market for gardening is expected to shift slightly towards more sophisticated products, due to the growing westernisation of lifestyles.
Gardening Market Research Analyse key trends and developments in Russia for all product categories, competitors and channels.
Evaluate the market position and financial performance of the leading national and international market players.
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