from March to May 2025
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For a quick and easy installation
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DualCutting Disc
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Trim-to-Edge cuts close to solid edges like walls and fences.
*For smart SILENO free measures may vary.
HOT tip FOR YOUR eco-design STRATEGY
over 60 000 tons of used DIY and garden products handled in 2024
Every year, in addition to 60,000 tons of DIY and garden products, we collect 1.6 million tons of waste, which is then sorted, reused and recycled. The recycled materials are made available to our members so that they can incorporate them into their manufacturing processes. By joining Ecomaison, you can benefit from the right support to incorporate recycled materials into your products!
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The JdC Garden Trends
team is delighted to
bring you its MAG n°9!
Dear Readers,
In this MAG, you’ll discover a series of themes essential to staying on top of the industry, and everything you need to know about JdC Garden Trends trade show. In particular, you can explore emerging trends in garden design, the role of outdoor decoration in landscaping, and the evolution of technologies such as robot mowers and battery-powered tools, which are revolutionizing the daily lives of your gardening customers. We also highlight responsible initiatives and expert visions that are shaping the future of the gardening industry.
JdC Garden Trends is the benchmark event for the garden trade, bringing together some 380 exhibitors each year to present the latest innovations and trends in gardening, landscaping and garden leisure. With 50% of exhibitors from outside France, it’s the ideal place for all professional buyers to discover new ranges and strengthen long-lasting partnerships with both existing and new suppliers on a European scale.
A must-attend event for your business, your future listings will fulfil the expectations of a consumer who is giving ever greater priority to leisure activities at home and spending time outdoors - provided that the fine weather returns after an unusually rainy 2024.
If the weather is fine from the beginning of March, you could need to restock very quickly. Yet another reason to visit JdC Garden Trends!
Enjoy your read,
We look forward to seeing you in Marseille from 25 to 27 March 2025.
Jean-Luc Garnier Exhibition Director, JdC Garden Trends
for any errors or omissions that may have occurred during its preparation.
Roland Motte has been involved in the gardening industry for many years. He was a shop manager at Jardiland and a buyer at Gamm Vert, before setting up his own company offering advice, training and events in the gardening sector. He works with both the general public (France Bleu, Editions Rustica, etc.) and professionals (advice, communication, marketing, etc.). With Maryline Miori and Pierre Hervet, he created the Guide des Consommateurs Jardin in 2021. This French annual publication provides a better understanding of developments in our market. You can find Roland on social networks: Linkedin, Instagram, Facebook and TikTok.
David Fouillé worked for many different newspapers and magazines: Ouest-France, VSD, 20 Minutes... He specialised in the world of plants 20 years ago. After leaving Rustica, the journalist decided to move on to new professional projects always linked to the garden. He now runs the blog “La tête dans les pâquerettes” and contributes to various publications for the general public and professionals.
S.A.S. Lannes & Fils
18, Avenue de Quercy 82200 MALAUSE - FRANCE
Tél. +33 (0)5 63 39 54 62 contact@lannes.pro - www.lannes.pro
Manuel Rucar is a trend watcher and the founder of the trend consultancy CHLOROSPHERE. His role is to identify and analyse the consumer trends which drive all the markets so as to extract the strategies to adopt in the future. He is the author of the international trend guide for indoor and outdoor fittings for N+2. As an expert marketing consultant who has been advising gardening brands and retailers for 10 years, he is an established authority for the media and industry figures wishing to decode the forthcoming seasons up to three years in advance.
Roland Motte
Manuel Rucar
David Fouillé
Laurent Gonnet, General Director Au Jardin des Plantes, Voglans
A garden centre cultivating excellence
The Au Jardin des Plantes garden centre in Voglans, Savoie, is a veritable local institution. Laurent Gonnet, its manager, is carrying on a family tradition of independence, adaptability and human commitment.
The company’s destiny began with a twist of fate. In 1962, Roger Gonnet was forced to abandon his herd of cattle due to a brucellosis epidemic. He decided to go into horticulture. His wife, Marie-Thérèse, sold his flowers on markets across the Savoie region. In 1988, they founded the “Au Jardin des Plantes” garden centre in Voglans, near Annecy. “My father used to sow begonias in the bathroom,” recalls his son Laurent. “Today we still produce 60% of the plants we sell. Our tables are full from Monday morning to Sunday evening, and that’s a real advantage!”
Covering 8,000 sqm and with over 50 employees, the garden centre has chosen to put people at the heart of its business model. “Payroll is an unspeakable word in retail at the moment,” declares Laurent Gonnet. “But if you have a sales assistant who listens to and advises customers, selling becomes easy. The wage bill here represents 20% of sales, a ratio well above the industry average. We are in a technical profession, so salespeople are essential!”
This attention to the consumer is also reflected in a shop that is constantly evolving. “We’ve changed with our customers,” continues Laurent Gonnet. “For example, our fragrance section has grown from 10 to 150 sqm in five years. We now work with leading Parisian brands.” The advantage stems from the responsiveness of the independent garden centre.
Stock, a strategic asset
Laurent Gonnet stresses the importance of stock. “20 years ago, stock had to be just-in-time, but without it, ranges get worse. And then there’s a new reality. Today’s customers search online before they come and buy in the shop. We need to have the products they are looking for.”
This vision is supported by intensive fieldwork. “I travel a lot. Recently, I was in Poland and China, and here I am at JdC in Marseille, like every year. I’ve rarely missed JdC Garden Trends. It’s a very convivial event. I have a drink with suppliers I’ve worked with before. I also come looking for new wholesalers. It’s all about keeping an eye out for new players, and it’s very enjoyable!”
After a 2024 buoyed by the plant sector - the rainy spring was a welcome boost for some people - Laurent Gonnet is confident. “It’s true that entry-level products are getting harder to sell in garden centres since Covid, but the ‘silver economy’ is bringing us new prospects. These customers are looking for quality products and advice, and they appreciate having their purchases delivered to them if necessary.”
But what best sums up Laurent Gonnet’s philosophy is his ability to constantly challenge the norm. “Being singular, innovating, launching new products and fulfilling customer expectations: that’s what drives us forward.”
«Take the time to develop new ideas»
«A new product needs five years to bed in if you develop it properly. The first year, you launch it, the second, you improve it; the third, you give it a new colour; the fourth, you provide it as part of a kit. Today, many suppliers want to move too fast and prioritise volume. The product quickly becomes outdated and dies after two years. I could give lots of examples: pizza ovens, animal sculptures on lawns... all here today, gone tomorrow! It’s a shame, because a wellmanaged innovation can generate more sales over five years than over two.”
A somewhat positive year
On the back of a sluggish 2023, the gardening market returned to growth in 2024. The sector demonstrated its adaptability amid a tense economic climate. Here we take a closer look.
The gardening market perked up again in 2024. Sales are estimated at €8.2 billion. According to figures from the consultants NielsenIQ & GfK, with €3.3 billion analysed between January and October 2024, growth stood at 7% compared to 2023 and 26% compared to 2019. This result is praiseworthy: this performance
comes at a time of great consumer caution. They limited their spending due to inflation that was still palpable, as a recent study by INSEE points out.
Powered tools remain a mainstay of the market, accounting for 44% of sales. Mowers and brushcutters made
a particularly strong contribution to this dynamic. Crop protection also continued to grow, driven by high demand for weedkillers. Guillaume Mulleret, market intelligence director at NielsenIQ & GfK, points out: “Consumers are now turning to solutions that are both effective and environmentally friendly”.
As right as rain
While the weather helped the tools category, it penalised others. Spring 2024, a crucial period for sales, saw a sharp drop, particularly in sections such as watering. Quite simply, there was nobody in the shops! Seeds, garden furniture and all outdoor leisure products suffered from a lack of interest. As a result, stocks began to accumulate. The sales decline was also caused by the property crisis. As a sign of the times, the number of new swimming pools built fell for the first time in a long time, to 100,000.
Léa Aden, garden consultant at NielsenIQ & GfK, sounds a warning: “The market remains sensitive not only to the weather, but also to consumers’ growing budgetary constraints. Categories considered non-essential are often the first to suffer.” These results for 2024, marked by varying fortunes, illustrate the sector’s resilience and ability to meet new consumer expectations while adapting to fluctuating conditions.
A market to monitor
The gardening sector is continuing to evolve. As Manuel Rucar pointed out at the opening talk at JdC Garden Trends last year, the entry level segment continued to grow in 2024. Retailers such as Aldi and Action are strengthening their positions. At the same time, the premium sector is soaring, driven by consumers prepared to invest in top-end products that combine quality and durability. On the other hand, the mid-range sector, often perceived as lacking in added value, is struggling to find its audience.
Another highlight is that online sales are continuing to grow. But above all, it is the emergence of new international competitors that causing concern. A new player, the Chinese website Temu, is threatening to rock the boat with its unbeatable prices. The application is a big hit in France! But product quality is questionable, which could limit its impact over time. Above all, Temu is not running a profit yet, and is putting the producers it employs through the wringer. Chinese SMEs might yet rebel against a penalties system that some see as a racket. The Chinese and European authorities could also intervene to stop the rot.
TOP OF THE POPS
1. Slug pellets: +76%
Slugs beware! With the weather favourable to their proliferation, gardeners came out all guns blazing, resulting in a 76% hike in sales – a new record!
2. Pressure washers: +37%
When the rain comes, the mud follows. Fortunately, pressure washers came to the rescue of patios and driveways. An increase of 37% is akin to a standing ovation for these machines.
3. Garden boots: +31%
With a very wet spring, boots became the ‘it’ accessory of the year. Gardeners appeared to have taken the ‘mud festival’ style literally.
4.Hedge trimmers and brushcutters: +21%
Whether for sculpting a hedge or clearing a path, these tools won over gardening enthusiasts. A double victory for hedge trimmers and brushcutters, both up 21%.
5. Lawnmowers: +14%
Lawnmowers were hard at work this year! Between long grasses and lawns to tame, they posted a respectable 14% increase. Another powerful success story.
IN THE DOLDRUMS
1. Sprinklers: -37%
Rain after rain, sprinklers stayed in the cupboard. With a drop of 37%, these accessories took a hit. After all, rain is free!
2. Irrigation timers: down 26%
Why programme a watering when the sky does all the hard work? Down 26%, these tools clearly lost the battle against the weather.
3. Garden furniture: -8%
Between showers and thunderstorms, outdoor aperitifs took on water. The result: an 8% fall in garden furniture sales. Even deckchairs preferred to stay tucked up indoors.
4. Barbecues: -6%
Despite a slight upturn in sales in August (+15%), barbecue sales did not take off. A 6% drop that put a damper on fans of griddles and grills.
5. Rotavators: -2%
Soggy ground proved too much for rotavators. With a drop of 2%, they found themselves quite literally stuck in the mud.
A somewhat positive year
Light at the end of the tunnel
With growth forecasted at between 1.2% and 1.5% inflation under control, the outlook for the gardening market is encouraging. But with domestic political tensions in France and international uncertainties, the sector will have to remain vigilant, as we discover below.
What do 2025 and 2026 hold in store? While we don’t have a crystal ball, we can bet on moderate growth and controlled inflation. According to the Bank of France, growth in France should amount to 1.2% in 2025 and rise to 1.5% in 2026. These figures point to a gradual recovery after two tumultuous years. Inflation is expected to be contained at 1.5% in 2025, rising slightly to 1.7% in 2026. These figures provide an encouraging backdrop for the gardening sector... barring any surprises! In France, 20 million households share a passion for outdoor living. But households nonetheless need to perceive a levelling-off in inflation, which did not happen last year.
Another reason for hope is the expected cut in interest rates by the European Central Bank. This should help to revive the property market. And when there are house moves and new owners, there’s often a need to invest in gardens: a boon for the market’s players. For the time being, French people are continuing to save instead of spending. Only one dark mark remains on the horizon: rising unemployment.
Uncertainties
The national political context remains tense, with a National Assembly without an overall majority. This situation will continue until at least September 2025, when Parliament could be dissolved again. From an international perspective,
the first few years of the Trump presidency in the United States look set to be mixed. Growth is expected to reach 2.3% in 2025. But it could quickly run out of steam in 2026, depending on economic decisions, particularly on tariffs. The economic situation in China is gloomy, marked by an exodus of foreign investors and the never-ending property crisis. Weak domestic demand in China is forcing companies in the Middle Kingdom to slash their export prices. They could win even more market share from their European rivals.
The good news is that the Middle East conflict seems to be coming to an end. Only time will tell whether container ships will be able to use the Suez Canal again without the risk of being attacked by the Houthis in Yemen. In Ukraine, could the sound of cannon fire be replaced by peace talks? After three years of war, the two combatants are at the end of their tethers. The Russian economy is in tatters. So there are still grounds for hope.
While the economic fundamentals offer a favourable outlook for gardening in 2025 and 2026, the uncertain environment is a cause for caution. One thing is certain: in a country where every square metre of greenery is precious, the sector will adapt to meet customer expectations. And there will be plenty more innovation to come in 2026.
Five key sectors to optimise the visitors' journey
Tuesday, March 25, 2025: 12pm-8pm Wednesday, March 26, 2025: 8:30am-7pm Thursday, March 27, 2025: 8:30am-4pm
3 questions to... Florent Moreau
Florent Moreau, an artisan florist, has taken over at the helm of Valhor, the French horticultural interprofessional organisation. With three key priorities – raising the profile of his professions, competitiveness and ecological transition - he intends to dynamize the sector and rise to the challenges of climate change.
How did your election as Chairman of Valhor go?
It was a consensual and peaceful process. The presidential election at Valhor is based on a rotating system between three colleges in the industry: production, landscaping and retail. After Catherine Muller, who represented the landscaping sector, it was the turn of the retail sector, where I come from. This unanimity illustrates the harmony that exists between the different players. Now it’s time to take action!
I have a clear view of our past results. On the retail side, business remains stable, but growth prospects are limited. Our organisation must work to stimulate the public’s appetite for plants. On the production side, although quality is irreproachable, the number of growers is steadily declining. This is a phenomenon seen in the wider farming world. Finally, in the landscaping sector, public and private projects to do with urban planning offer interesting opportunities, even if these are sometimes held back by economic and political uncertainties.
What are your priorities for your three-year term?
My term of office is part of a strategic plan designed to run up to 2030. It is based on three main themes, starting with the
attractiveness of our professions. This is a key issue. We need to enhance the image of the plant professions to attract the younger generations, by emphasising the career opportunities they offer. I also believe that if companies are to remain competitive, they need to take concerted action to meet the challenge of international competition. Finally, the green shift requires continuous adaptation of practices, whether in the choice of plant species or in the sustainable management of resources.
In addition to this, I have a personal ambition: to make the inter-profession more accessible and visible to professionals. Many people are still unaware of the extent of Valhor’s activities or of their practical impact on the sector. I want to strengthen our role as a vector to help companies, while supporting them in their day-to-day work.
What specific climate change challenges does the horticultural sector face?
Rising energy costs remain a key issue. Fortunately, some encouraging signs are emerging, such as the fall in electricity prices and the growing use of alternative technologies such as heat pumps. In addition, climate change is forcing us to rethink our production methods in depth.
In regions like Occitanie, water restrictions are becoming increasingly frequent. We have worked with the public authorities to obtain watering permits, highlighting the fact that plants are an investment in the future. We need to encourage the diversification of species planted and the greening of towns and cities, while promoting rational water use. These efforts are essential if we are to make our urban spaces more resilient to heat waves and extreme climatic events.
These are messages that I had the opportunity to pass on to Emmanuel Macron in December. Every year, Valhor donates a Christmas tree to the Élysée Palace. This gave us the opportunity to talk directly with the President and his advisers. Among other things, we discussed the importance of plants in greening cities, the need for production support, and recruitment difficulties. These discussions help to raise awareness among government departments.
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A revolution in the making
In response to climate challenges, gardening is changing: recycled materials, repairable tools, local production and natural alternatives are the order of the day. While a lot remains to be done, the progress of the last 25 years is laying the foundations for a sustainable future.
For a long time, global warming was seen as a remote possibility. But now that day is here: global temperatures are now 1.5°C higher than in the preindustrial era. All the talk is of climate change. Many believe that the efforts made by industry are not enough. But we need to remember how far we have come.
Twenty-five years ago, gardening was all about chemicals. Pesticides, insecticides
and herbicides were omnipresent in gardeners’ cupboards. Few were wary about their use. The older generations even doubted the existence of global warming. Recycling, meanwhile, was in its infancy. The concept of carbon footprints was simply non-existent.
However, in the 1980s, a new awareness emerged, initiating a transitional process towards more environmentally friendly
gardening. It took decades for these ideas to catch on. Today, progress is impressive: chemical products have given way to natural alternatives, recycled materials are becoming more widespread and production lines are being reinvented. These transformations reflect a remarkable collective effort. While challenges remain, the foundations for a sustainable future have been laid.
Back to nature
The gardening cupboards of the 1980s resembled a chemistry laboratory. The products promised quick results against pests and diseases. In 2008, the Botanic chain was a pioneer in banning phytosanitary products from its shelves. A decade later, in 2019, France banned their sale to consumers. This watershed opened the way for natural alternatives such as plant manure, essential oils and biological control using helper organisms such as ladybirds.
And research is still ongoing. Anne-Catherine Philippe, head of marketing at Bayrol, explains: «Today, seven out of ten swimming pools are fitted with automatic treatment equipment as soon as they are built. This reduces the use of products and makes maintenance easier. In 2024,
Bayrol launched the Respect range, based on active ingredients of plant origin. These enzyme-based products optimise water treatment by reducing the organic matter present in the pools. This reduces the use of products such as chlorine.”
Another example, described by Julien Bernard-Brunel, marketing director at Evergreen Garden Care: “We have worked with a start-up to market our Wiliv x Home Defense connected mosquito trap based on biomimicry. This device reproduces human breathing and odour to attract mosquitoes (common and tiger). They are caught in a net. This product is environmentally friendly and fits in well with our range of natural solutions for protec ting the home.” It should be remembered that that research takes time. New natural solutions will emerge in the years to come.
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Sustainability, a new requirement
The best waste is the waste you don’t produce. This philosophy is increasingly being applied to gardening. Some, like Julien Bernard-Brunel, are banking on renewable energy. The marketing director of Evergreen Garden Care gives an
example: “For several years now, we have been committed to a strong sustainable development approach. For example, we have reduced the use of peat in our potting soils, allowing us to protect peat bogs and thus biodiversity. Four years ago, we launched a range of Fertiligène peat-free potting soils. We are continuing to invest in alternatives in our formulas,
The watchword: recycle
The post-war society was characterised by an overabundance of goods. That world no longer exists. Since the 2000s, recycled products have gradually taken over. There have been many innovations. The use of recycled plastic has become widespread, leading however to a few problems: it is becoming increasingly difficult to source this essential raw material. But the approach is paying off: Edelman’s Green Care range, made up of recycled products, has seen its sales rise from 3% to 25% in 5 years. In this manufacturers’
such as miscanthus, a local, low-energy plant. The aim is to be peat-free in all our potting soils by 2030. We could also mention that most of our wood now comes sustainably managed forests.”
Programmed obsolescence is a thing of the past, and repairability is gaining ground. Stihl seeks to extend the lifespans of its products by improving the repairability, recyclability and reconditioning of machines. Its products are designed to be easy to dismantle and repair. Repairability indices allow consumers to make an informed choice: an approach which falls within the French AGEC law and forthcoming European standards. Another example: Proloisirs is innovating in garden furniture with parasols that can be fully repaired using interchangeable parts. Here again, research is enabling companies to move forward. Sustainability is no longer just a commitment: it’s a transformation in progress.
battle of ingenuity, Florentaise offers Copobrique, a mulch made from recycled bricks. This product won the Jury’s Special Award at the 2023 Graden Collections Awards. Evergreen Garden Care, in partnership with French start-up Capillum, has launched a Fertiligène antidrought mulch made from sheep’s wool and hair (winning the JdC Garden Trends «Responsible and Shrewd Garden» award). This biodegradable material preserves soil moisture and reduces watering frequency, while enriching the soil thanks to the keratin contained in hair. Recycling is no longer an option, but an obvious choice. In the garden, as elsewhere, the future is written with yesterday’s waste. It is a virtuous circle that never ceases to inspire and reinvent itself.
Carbon emissions, the thorny issue
There is undoubtedly room improvement in this area. And yet... Horticultural production, a major energy consumer, has come a long way. Most horticultural farms get some or all of their energy from renewable sources (solar panels, geothermal energy and biomass). As we have seen, peat production is declining. Electric tools are on the increase.
Transport remains a major challenge. Every kilometre driven generates between 50 and 100g of CO₂. Companies are trying to do something about it. Renaud Lorillard from the company Elho sums it up: «To reduce our logistics footprint, we’ve started to produce in France but not yet to store here, which is that’s the next step. This brings us closer to our markets and makes us more reactive.”
In addition to carbon footprint, local production is also proving to be an excellent marketing argument. Consumers are increasingly sensitive to the origin of products. Reducing carbon emissions is a major challenge, but every step counts. Between renewable energies, local production and logistical innovations, the industry is adapting and making progress.
As for the future…
While progress has undeniably been made, gardening still faces a number of challenges if it is to become truly sustainable. However, innovation must focus on solutions that are cost-effective... to last over time. Recycled materials, repairable tools and natural alternatives must become the norm. The reshoring of production, combined with short supply chains, could also significantly reduce the carbon footprint. Retailers would also benefit from organising the second-hand market themselves. Second-hand has become a way of life.
Do we really have a choice? Between the end of the month and the end of the world, according to an Odoxa survey
published in March 2024, 52% of French people said that the rising cost of living remains their main concern, followed by climate change (34%). Some 52% of those surveyed believe that, on the contrary, in times of crisis, environmental policies should be pursued because they are not incompatible with growth and employment. This is a complete reversal of the perceptions that prevailed less than 10 years ago. Finally, and a lesser-known fact, is that almost all French people (95%) consider protecting biodiversity to be an important issue.
The road ahead is long, but the green revolution is underway. Perhaps more should be done to publicise all the solutions implemented over the last 25 years. Many consumers, particularly younger ones, seem unaware of the progress that has been made.
The changing face of decoration
With unreliable weather, excess stocks and inflation: 2024 was a testing year for the decoration sector. But the future is taking shape around a number of key trends: versatile spaces, sustainable materials and practicality. Professionals are rolling up their sleeves.
Incessant rain, rocketing inflation and cautious consumers took their toll on sales last year. Isabelle Dulac, sales director at Esschert Design, explains: “The weather was similar in several countries such as Germany, the Netherlands and Belgium, but these markets fared much better than France. Consumers were very cautious here. Barbecues and outdoor furniture, for example, suffered greatly.” But the recovery is being slowed by stocks that have been building up for too long. Despite this challenging background, professionals are determined to renew part of their range. Tastes and fashions are constantly changing...
The garden moves indoors
Green spaces are more than just planted areas. They have become extensions of the home. The garden has become a
playroom for the children, an office for the teleworker, summer lounges and kitchens for families. Robin van Gerven, head of sales at Dutch company Edelman, comments: “The fusion of indoor and outdoor is hard to avoid. Consumers are looking for versatile products that are both functional and aesthetically pleasing.” Philippe Pette, sales director of Portuguese company Artevasi, also notes the change in demand: “There is a gradual return to colour, after a period dominated by neutral tones. In addition, large containers for Mediterranean plants are selling well, as are those for patios. On the other hand, the market for balcony planters is declining. Consumers are looking to simplify garden maintenance. As with any other room...
Sustainability is now a central concern. Natural materials such as wood, stone, limestone, metal and plant fibres are top of the list. Some are even observing a growing interest in aluminium. Customers want products that last over time. And, as in all sectors, concern for the environment is paramount. “We have eliminated unnecessary plastics from our packaging, proof that sustainability and design can go hand in hand,” explains Thomas Cuvilly, managing director of Proloisirs. “Demand for sustainable products, such as our terracotta pottery, is growing, particularly among the younger generation,” adds Philippe Pette. “Environmental certification has become an essential criterion for
both customers and purchasing offices. However, value for money remains a key factor: the French are looking for sustainable products, but they don’t want to pay much more. We are striving to meet this demand while maintaining competitive prices.”
Times are changing, and so is the garden. Nowadays, it is more than just an aesthetic feature, it is an integral part of our way of life. The garden is redefining its place. And gardening is becoming less of a chore and more of a daily pleasure. This opens up new prospects for the years to come...
Colour ahoy!
Every year, a new colour comes into the spotlight. In 2025, Pantone is betting on Mocha Mousse, a brown situated somewhere between hot chocolate and espresso. In the UK, the Coloro colour system and the trend consultancy WGSN have also announced their colours of the year, but the ones for 2026. They are highlighting Transformative Teal, a deep blue-green, and Cocoa Powder, a reddish brown. These institutes do not choose this palette at random. They rely on behavioural analyses and take into account ‘colour’ data gleaned from retail.
Action - reaction
Looking back on the 2024 season, we could be forgiven for fearing the end of garden retail is nigh, given its disappointing results... but that’s not our style! Fortunately, there are grounds for hope and avenues for improvement...
A look back on 2024
What an ordeal... We were just emerging from a very disappointing 2023, with a 3% overall drop in the market, and, with our optimistic outlook, we were expecting good weather to get back into the game! The rest is history: rain, rain and more rain! For an outdoor hobby, that’s not exactly a dream scenario. And the figures testified to this wet year: -6% in value over the first half of 2024 (source NielsenIQ & GfK in garden centres and LISA stores). A series of garden centre closures followed, both in France and abroad. Even at Dobbies in the UK, 17 outlets shut down for good. To get through this difficult period, a decent cash reserve needed to be accrued beforehand, but given the difficulties of 2023, it wasn’t easy to anticipate this new gloom...
After the rain... ...the sun will reappear!
And this seems to be the case. If the confidence index is anything to go by, the summer and early autumn of 2024 showed a steady improvement. INSEE, which does the measuring, is predicting an increase at the end of 2024, even if the end result will not reach the upper end of the averages. In short: things are better, but not yet back at the top.
And in the garden market, we’re still hoping for a spring like we saw during the last lockdown, with fine weather and consumers ready to do anything for the most beautiful garden in the world. But a word of caution here. The garden is very downto-earth, and we’ve inherited that quality. So let’s be prudent: plan for the worst and hope for the best. Time to think ahead and find solutions to keep the business ticking over. How? Here are a few ideas gleaned here and there.
Source: Météo France, 2024
The readings confirm the wet season in March, April and May 2024.
With an unusual 45% rise in rainfall (compare with 1991-2020 averages), the spring of 2024 was the fourth wettest spring since measurements began in 1959, behind the springs of 2001 (+57%), 1983 (+52%) and 2008 (+47 %).
In Poitou, Charentes, northern Alsace and Lorraine, and on the Riviera, for example, there was twice as much rainfall as usual.
Over the season as a whole, it sometimes rained 10 to 15 days more than we were used to!
Out of the comfort zone
In garden centres, the core target is the garden, and that’s still the case. But over the years, to cope with seasonal variations that can catch us unawares, we’ve invented additional sections such as pet care, local produce, clothing, home decoration, etc. We’ve expanded into DIY, a horse department, a farmyard animal section, a home hygiene department, a paint department... But how far will we go? The risk of moving into other areas is losing your core target. And yet, we have to find turnover somewhere. To get round this obstacle which can become a handicap, some of our colleagues have developed not new departments, but new customers. We are seeing shop managers and assistants out on the road talking to corporate customers about plant hire, wholesale prices for Christmas, aquarium maintenance, replacing plants in offices, and so on. Others head for horse riding stables, kennels, bee-keeping clubs... That’s what getting out of your comfort zone means!
Our loyal customer!
It costs an arm and a leg to go out and find new customers. So why not capi-
talise a little more on loyal customers? They already trust us! If we treat them with consideration, there’s a way of developing a substantial turnover.
Our “Bonjour” survey in the “Guide des Consommateurs Jardin” is published every year. It reports on the “hellos” received by a mystery shopper who visits garden retail outlets throughout France. The finding is that the shopper gets a “hello” 40% of the time. This means that 60% of employees walk past without a thought for their customers. It is possible to do better, but it requires an everyday commitment. The manager’s discourse should not be limited to management, but also include how to greet people, have a friendly attitude and display empathy.
Saying hello is a way of triggering a Wow effect. Immediate buy-in. It’s how a product, a service, a section in a shop or a salesperson can genuinely surprise our customers. The Wow effect has a direct impact on our emotions - in this case, surprise and joy.
The Wow effect conditions our customer experience and puts us in a good mood for the remainder of our visit.
“Bonjour
2024» survey – Guide des Consommateurs Jardin (Garden Consumer Guide).
• 73 points of sale visited in 2024 across all chains (garden centres and LISA stores).
• 397 employees encountered.
• 164 greetings received. An average of 41.31%.
• The best experience: 6 hellos out of 6 employees encountered.
• The worst: 1 hello out of 15.
Management and dealing with emotions
In order for our teams to be ready to join in, take the initiative in creating “wow” zones in the store, spontaneously say hello to customers, show a little more empathy during a sale... to reach this level, it’s the manager’s attitude that will make the difference.
We already know that new generations need to be listened to and given meaning in order to have fun in their working lives. But if we take emotional contagion into account, the manager’s attitude is the key to success...
Recent experiments have shown us that a few hours working together is all it takes for all the members of a group to share their emotions in a fairly strong way. In short: if there is a negative atmosphere, if the pressure gets worse in the company,
everyone, including the most positive people, will end up in a bad mood. If the mood is upbeat despite the difficulties, everyone will let themselves be carried away by these positive emotions. In this scenario, the role of the manager becomes crucial.
From the moment you arrive in the morning, your attitude will determine the team’s performance.
This work on the contagion of emotions is a subject that is developing more and more in the elite sporting world, where performance is at the heart of group motivation.
Smile, and customers will smile, it’s as simple as that!
What else?
For as long as garden centres have existed, they have constantly evolved to
find new solutions. Every difficult spring, every economic crisis, we’re on the lookout for the product that will bring us the turnover we’re looking for. Originally, the garden centre of the 1970s and 1980s had just three sections: plants, potting soil and pots. We’ve opened up these areas so much that calling it a garden centre doesn’t do it justice.
When we talk about business, hello, the wow effect, leadership, the kicker is all about management - managing people. For years we’ve been concentrating on the product, the margin and results, but what if we obtained these results mainly thanks to how we manage people at every level of the company? Might this be an avenue worth exploring?
Roland Motte... Gardener!
JdC Garden Trends 2025 are back: register now and dive into the heart of garden innovation!
After an anniversary edition in 2024 that brought together more than 1,250 professionals and 390 exhibitors, JdC Garden Trends are back in 2025 with new ambitions. The 21st edition, will be held on 25, 26 and 27 March at the Parc Chanot in Marseille.
A must-attend event for the garden sector, this show is the ideal place to discover the latest innovations and emerging trends. Driven by growing aspirations to consume better, current trends four key drivers : health, local, ecology and ethical. Consumers are using ‘scoring’ to guide their choices
and favour local products from short distribution channels, which are considered more reliable, even if they the price. However, between intentions and actions, cost remains a major obstacle, revealing the difficulty of reconciling sustainable engagement and accessibility.
To fully meet these expectations and remove the persistent obstacles, how can players in the garden sector make better consumption’ both more accessible and more credible? Form an opinion by visiting JdC Garden Trends show, particularly popular with buyers as the only professional meeting in the garden distribution sector offering free access.
For several years now, the show has attracted 100% of French network brands, demonstrating its status as a must-attend event. In addition, there are the management teams of independent garden centres, as well as sales outlets and specialist DIY and gardening shops, who are joining the event in evergrowing numbers. The show is also open to a wide range of players: landscapers, local authority green services, furniture and decoration shops, swimming pool specialists, professionals from the open-air hotel, catering and camping are also invited to dive into this rapidly expanding world.
The show stands out for its ability to bring together a wide range of diversity of sectors, creating a real crossroads for business and trends.
An industry undergoing transformation Gardening is changing fast. Enthusiasts of green spaces, amateurs and professionals alike, are no longer content to simply look for innovation. From now on quality, diversity of outdoor equipment,
respect for the environment and traceability of products are essential criteria in their choice. Despite these changes, the garden sector remains particularly dynamic.
In 2025, JdC Garden Trends will be supporting start-ups ready to provide innovative and/or novel solutions to meet new market expectations. JdC Garden Trends 2025 therefore promises to be an edition marked by sustainable transformation and commitment, guarantee of resilience. With conferences and meetings between professionals, this show promises to be the place where the future of the garden industry takes shape.
KEY FIGURES OF THE MARKET
75% of French households have an outdoor space = 21.4M households
59% have a garden with an average size of 693 m2
64% of households are willing to pay more if short supply chains are prioritized
Profile of Plant Buyers
58% of houses have a garden 33% are over 65 years old
25% are Millennials (aged 25 to 44)
#1: Purchases in Garden Centers
45.7M volumes purchased
€258.1M total spending in 2023
30% of households will be eco-conscious by 2028
Sources: Kantar, FranceAgriMer, and Valhor - 2023
List of Exhibitors at JdC Garden Trends 2025
Many exhibitors offer products in multiple segments. In the list below, each exhibitor is categorized only in their main segment.
GARDEN DESIGN
AGGREGATES INTERNATIONAL
AJ HOME SAS
ALTONA FORESTA AQUITER
BELLAMOLI GRANULATI SPA
BELLI SAS BGS CD
BIOHORT GARTENGERATE GMBH
BIOLAN OY
BOGREEN
CAVATORTA FRANCE SAS
CHAMORIN SAS COGEX SA
COMINTES - CHALET & JARDIN
CREAGREEN SAS DEBARGE - BOIS
DECOR ET JARDIN S.A.
DS PLASTICS BV - OTIUM DS PLASTICS BV
E.P.H. SCHMIDT U. CO. GMBH EKJU SIA
EMERAUDE ID - EMERAUDE CREATION
ENVAPLAS PLASTIK MAKINA LTD. EXELGREEN
FABEMI DECOR
FABRIC STYLE
FLORENTAISE
FOREST STYLE FRANCE SAS
FVG FOLIEN VERTRIEBS - GMBH
GARDEN SERVICE SRL - ANTICO
MESTIERE
GRAF DISTRIBUTION SARL GRANULATI ZANDOBBIO SPA GREEN OUTSIDE
GRUPO MADERLAND SL KYF PRODUCTION
LASITA MAJA OU
LOUIS MOULIN
MAC S.R.L.
MEGA PLAST JOVANOVIC D.O.O.
METALLURGICA FRIGERIO S.P.A.
MOREL SAS
NETLON FRANCE
NORTENE HOME DEPOT
OPTIM BETON S.L.
PALMAKO AS PALRAM DIY FRANCE
PIVETEAU BOIS
PONTAROLO ENGINEERING SPA - ONEK
PRADIER
ROBIN PEPINIERES EARL
ROMEX GMBH
SAS ORIAL
SAS PREFABRICADOS DE HORMIGON
SEPA
SICATEC
SODIPA
STELMET S.A
TENAX SPA
TRITURADOS ROMERAL S.A
WATERING
ALIENOR CONCEPT
ALPHA GROUP
BERGON
BOUTTE SAS
CAUDAL & GARDEN SL
CLABER
EUROEQUIPE SRL
FITT SPA
GARDENA
GOIZPER GROUP
HOZELOCK EXEL
KIBONI GMBH
LAVORWASH
OYAT SARL
RAIN IRRIGATION
RR ITALIA S.P.A.
SANEAPLAST & METALSANT S.L.
BBQ AND IT’S UNIVERSE
APPLICATION DES GAZCAMPINGAZ
BLACKSTONE PRODUCTS
BROIL KING FRANCE SARL
CECOA DIFFUSION - ZIIPA
CHARBROIL EUROPE GMBH
DANSONS EUROPE BV
DHG VERTRIEB &
CONSULTINGGES MBH
ENO - LA PLANCHA
FAVEX
FLAMINO
FONTANA FORNI SRL
FORGE ADOUR DISTRIBUTION
FYRON GROUP BV
GARDECO IRELAND LTD
GARDEN MAX COOK’IN
GARDEN SAS
KRAMPOUZ
LA FORESTIERE DU NORD
LANDMANN FRANCE SARL
LE MARQUIER
LIVWISE NV
OONI PIZZA OVENS
OUTDOORCHEF AG
PALAZZETTI LELIO SPA
PLANET OUTDOOR
PYROFEU
SAROM SPA
SCANDINAVIAN TOBACCO
GROUP FRANCE
SHARKNINJA FRANCE SAS
SOLER SAS
SOMAGIC BARBECUES
TOPSUN EUROPE
TSMP - PLANCHA TONIO
VALBOIS SAS
VITI VALORISATION
WOLF STEEL EUROPE
NAPOLEON
CONTAINERS
2M2 GROUP AB ARTEVASI
CHAPELU FRERES
CORINO BRUNA
CURTIS WAGNER PLASTICS
DEGREA SPA
DEROMA
EDA PLASTIQUES
ELHO INTERNATIONAL BV
EURO 3 PLAST
MEGA COLLECTIONS BV
NDT INTERNATIONAL
PLASTIA S.R.O.
RIVIERA SAS
SAS LUTTON
STEFANPLAST
TERAPLAST SPA
THE POTS COMPANY SA
VECA SPA
WAGNER SYSTEM GMBH
DECORATION
CHRISTMAS INSPIRATIONS
CZ CADO BV
ECODIS
EDELMAN BV
ESSCHERT DESIGN BV
KAEMINGK BV
LEDUC LUBOT
NAZAR RUGS
PANACEA PRODUCTS LTD.
SADYS TRADING
SOVACOM SAS
TIERRA ZEN
ENERGIE-ENERGY
ANSMANN ENERGY FRANCE
BLACHERE ILLUMINATION SAS
EURO ENERGIES
GALIX SAS
GROUPE DDC CALCIO
GROUPE HBF
LOTTI IMPORTEX
LUXFORM GLOBAL
WATT ET HOME
YANTEC
EQUIPMENT AND TOOLS
4 B DISTRIB
AJS
ANGRO B.V.
ANNOVI REBERBERI SPA
AVENIR TELECOM
BAHCO OUTILLAGE
BATAVIA
BESNARD SAS
CELLFAST SP ZOO
CLASPER ASSOCIATES FRANCE
COGIMEX
DAYE EUROPE GMBH
ECOVACS EUROPE GMBH
EINHELL FRANCE SAS
ELEM TECHNIC SA
ETESIA - OUTILS WOLF
F1 DISTRIBUTION SAS
FARGROUP EUROPE
GALICO NV SA
GERS EQUIPEMENT SAS
GLOBGRO AB
GLORIA HAUS UND GARTENGERAETE GMBH
GRIMSHOLM PRODUCTS AB
GRUPO SANZ HERMANOS
VALENCIA
HAEMMERLIN SAS | WERNERCO
HAIX-SCHUHE
HUSQVARNA FRANCE SAS
IEV RONDY
KARCHER FRANCE
LEBORGNE
LM GREEN
MARLINE
MESTO SPRITZENFABRIK MORGANTI SPA
NOGENT SAS
NOVODIS DELZONGLES
OREGON TOOL FRANCE
OUTILS PERRIN SA - ETS PERRIN
PASSAT FRANCE
PLATINUM B.V.
POLET QUALITY PRODUCTS
PUBERT SA
REVEX
RG FRANCE - GERIN SAS
RIBIMEX
SAS FILIAC
SASU STIL SOCIETE DE
THERMOMETRE INDUSTRIELLE ET DE LABORATOIRE
SCHEPPACH GMBH
SOLIDUR SAS
SPEAR & JACKSON FRANCE
STERENN MOTOCULTURE
STIGA SAS
STIHL SAS
SUMEC FRANCE
SUNSEEKER
VARO
VENTEO
GARDEN FURNITURE
3B IMPORT
ANDREA BIZZOTTO SPA
ARETA SRL
BICA SPA
COTTON WOOD
DCB GROUPE
EMU GROUP SPA
EZPELETA
GREEN OUTSIDE
HOUSE GARDEN
IGAP SPA
IMAGIN
INDUSTRIAS ANJOSA SA(TENDANCES ET CREATIONS)
IPAE PROGARDEN SPA ITALIA
KETTLER HOME&GARDEN
GMBH
PLASTICA ALTO SELE
PLASTMECCANICA SPA
PLICOSA FRANCE
PROLOISIRS
SEASONALIZATION
PRODUCTS
ARTYFETES FACTORY SARL
BRAUN GMBH
CDP DISTRIBUTION
CIE EUROPE - COMPACTOR
EDCO EINDHOVEN BV
KEEEPER GMBH
KIKKERLAND EUROPE
LE PARFAIT - BERLIN
PACKAGING FRANCE SAS
LUEURS DE GORCE
MARPIMAR EDIZIONI SRL
MIDI PILES SERVICES.
ROBOTIME EUROPE LTD
SAS MAISON BOURGEON SERVICES
AMD (KATOEN NATIE)
BOIS DE FRANCE
CSA GROUP FRANCE S.A.S
DACHSER FRANCE
DAITEO SAS
ECOMAISON
JARDINERIE ANIMALERIE
MÉDIA JAM
PH.S. SARL
SEQUOIA FACTORY
TELAMON
VALOBAT
GARDEN CARE
ACTION PIN
AGARIS
AÏAKO SAS
TRAMONTINA FRANCE SARL
POOLS, SPAS AND ACCESSORIES
AIPER INTELLIGENT SARL
AQUALUX
BAYROL FRANCE SAS
BESTWAY HONG KONG
INTERNATIONAL LTD
BWT POOL PRODUCTS
CPA POOL PRODUCTS
DURATECH
INTEX - UNITEX SERVICE
(FRANCE) SAS
LEISURE N PLEASURE
MANUFACTURAS GRE S.A.
MAREVA PISCINES ET FILTRATIONS
MARINA - INNOVATIVE WATER
CARE EUROPE SAS - SOLENIS
POOLSTAR
ALPHATEX
ANDERMATT FRANCE
ARGILETZ
ARMOSA SAS
ASSOCIATION KOKOPELLI
BARENBRUG FRANCE
BIO SERVICES INTERNATIONAL - BSI
BIOLANDES PIN DECOR
BIOLINE AGROSCIENCES
CATROS GERAND
CAVAC BIOMATÉRIAUX
COMPAGNIE DES ENGRAIS DE LONGUEIL
COMPAGNIE DU BICARBONATE
COMPO FRANCE
DLF FRANCE
DOFF PORTLAND LTD
ERNEST TURC DISTRIBUTION
SAS
EVERGREEN GARDEN CARE
FRANCE SAS FAVEX
FERTEMIS
FERTINATURE - CERCLEUX
GREENCELL
GREENECLAT
LODI SAS
MA BOITE A MOUSTIQUE
MASY PERE ET FILS
MV INDUSTRIE SARL
PANKO - SET BARTLOMIEJ
PANKOWSKI
PREMIER TECH - FALIENORTERREAUX DE FRANCE
ROMBERG GMBH & CO KG
SANRIVAL JARDIN
SAS LABORATOIRE ORCAD
SBM LIFE SCIENCE (SBM
CIENCIAS PARA LA VIDA, S.L.)
SECRET VERT / EVADEA
SEMENCES DE FRANCE
SFC JARDIBRIC
SOJAM
SOPRIMEX
START
SWISSINNO SOLUTIONS AG TERRA AQUATICA
THEO DE BOER BV
TONUSOL - SAS AGRIVER
VEG TRUG
VERTITUDE
VILMORIN JARDIN
WINDHAGER FRANCE
CHILD UNIVERSE
BERG TOYS BV
MGA ENTERTAINMENT
MGM
MOOKIE FRANCE
PRODUITS DE MARC
SILVERLIT SAS
SMOBY TOYS SAS
TRIGANO JARDIN
VEGETAL
ALLIANCE SCP PARTENAIRES
EARL DES PEPINIERES GRANGE
FLEUR NV
GARTENLAND
HAMIFLEURS / HAMIPLANT
JAVADOPLANT BV
PIANTE FARO
SAS LANNES ET FILS
The garden centre, a retail business of the future
In response to climate challenges and evolving consumer habits, garden centres are reinventing themselves. More than just points of sale, they are becoming green hubs, combining services, education and positive local impact. Between ecological transition and community, they embody the retail business of the future.
In a world where inflation is undermining all sectors of retail, consumer habits are changing fast. Households, which are shrinking in size - 79% of households in 2019 consisted of one or two peopleare reviewing their priorities and rechannelling their spending. Against this backdrop, the traditional retail model, centred on mass sales, is reaching its limits. Moreover, the general trend is towards fewer new products placed on
the market, brought about by ecological awareness and the need to optimise the use resources. The time has come to reinvent physical points of sale, which must become much more than mere product showcases.
The end of “neutral retail” is upon us. From now on, retailers will have to embody strong values, respond to the specific needs of consumers and create
communities committed to sustainable lifestyles. Customers are looking for places where they can find practical solutions and advice and become actively involved in the ecological transition.
Much more than sales
It’s precisely in this context that garden centres are establishing themselves as retailing models for the future. They are not simply distributors of gardening
products, but places where people can learn, share and learn about crucial issues: preserving biodiversity, responsible resource management and the climate transition.
Garden centres need to evolve to become true “green hubs” or “plant centres”, places where individuals will find much more than just products. They will become centres of knowledge and services, where re-use and tool hire will be promoted. By transforming their outlets into solution centres, garden centres are putting the customer and his or her needs back at the centre of their approach. These outlets will no longer just be places to shop, but community focal points, where the exchange of ideas, education and solidarity will be at the heart of the experience.
To reinforce this approach, garden centres will also draw on strong local roots, working with French producers. This will enable them to reinforce their role as drivers of the ecological transition at local level, while offering their customers
products with a positive impact from sustainable sources. Today’s consumers are no longer content to simply buy a product: they want to embrace values and play an active part in building a more responsible future. Garden centres have long been on this path, with their commitment to nature, and they are now ideally placed to embody the retailing of tomorrow.
The future is green
In response to the climate emergency, garden centres must also play leading role. They are the rare stores capable of offering products with a positive impact, while at the same time encouraging responsible practices and environmental protection.
In today’s urban world, garden centres have a unique opportunity to establish themselves as key players in the promotion of urban agriculture and community gardens. By offering dedicated spaces where city-dwellers can learn to grow
their own fruit and vegetables, they are contributing not only to environmental awareness, but also to social cohesion. Garden centres can organise practical workshops and training courses on urban gardening techniques, and provide equipment adapted to small spaces such as balconies, patios or even green walls.
Garden centres can also play an educational role with younger children by working with schools to build gardening into the curriculum. Projects such as creating educational vegetable gardens or organising school outings help to raise children’s awareness of environmental issues from an early age. This helps to shape a generation that is aware of the importance of nature and the need to preserve it.
By integrating these different dimensions, garden centres are becoming key players in the ecological transition in urban areas. They offer not only products, but also services and experiences that enrich the lives of local communities. In this way, they are positioning themselves as essential partners for towns and cities wishing to improve the quality of life of their residents while reducing their environmental impact.
Ultimately, garden centres don’t need a revolution, but rather a natural evolution of their model, based their historical strengths. By transforming themselves into solution hubs, they are becoming places of the future, where people, nature and sustainability meet. The transition is already visible in many outlets, and this model is ready to expand further to meet the challenges of tomorrow. The garden centre is not just tomorrow’s retail, it is today’s retail undergoing a profound transformation.
The robot lawnmower: 30 years of innovation
Cut the cake, blow out the candles: the robot lawnmower is celebrating its 30th anniversary
in
France. Since the invention of the famous
Husqvarna Solar
Mower, a lot of water has passed under the bridge. Here’s a look back at three decades of technological change.
The story began in 1969 with the launch of the MowBot in the United States. This first robot mower model was certainly plump - the baby weighed 57 kg - but it was already battery-powered and could mow up to 280 sqm. Unfortunately, the French market would never get to see it. It wasn’t until 1995 that a robot would make its debut in France. Powered by solar panels, the Solar Mower marked a breakthrough in the way lawn care was conceived.
And the machine would see repeated upgrades. In 2012, Bosch introduced the Indego robot. The machine mapped the lawn to mow it in parallel strips. Mowing got better. Since then, there have been other significant advances in mowers: connectivity, obstacle and GPS navigation systems. Some recent models even operate without a boundary wire, thanks to precise satellite positioning.
Constantly growing popularity
These innovations have ended up winning over consumers weary of the Saturday mowing ritual. The market for robot mowers has grown at a steady pace. In 2021, the size of the global robot mower market was estimated 1.5 billion dollars, expected to rise to 3.9 billion dollars by 2027. In France alone, almost 100,000 units were sold in 2023, compared with just 30,000 in 2017. “We have also seen the arrival of new brands and robots that
are more affordable. This buoyant market is enjoying double-digit growth, but still needs to be extended to a wider public. And that’s precisely our role, as the leading gardening brand, to communicate with as many people as possible,” explains Julie Hoang, marketing director at Gardena.
Innovations, such as boundary wire-free models, are removing the last remaining obstacles. Connected and intuitive, the robots are appealing to an ever-wider audience, from owners of small gardens to local authorities. The diversity of the range reflects this trend: from 250 to several thousand square metres, there’s a model to suit every need. With the launch of the “Smart Sileno Free” range in 2025, Gardena is taking a new step forward. These wireless, fully-connected robots incorporate advanced technologies such as “Trim-to- Edge”, which mows lawns up to 1cm of the edge thanks to a double
And now AI?
blade disc. “We’ve taken the time to perfect our all-round wireless technology to produce a reliable robot that’s easy to install,” explains Julie Hoang. Gardena is also banking on decision aids and tutorials to better guide consumers.
In the space of 30 years, the robot lawnmower has gone from being a technological curiosity to a must-have for garden maintenance. And there’s every reason to believe that the coming decades will be full of even more innovations.
The integration of artificial intelligence is opening up new horizons for these mowers, especially as the machines can connect more easily to Wi-Fi, at least in small gardens. Equipped with a camera or a satellite connection, robots are now capable of mapping gardens precisely, adapting their behaviour to weather conditions or taking account of specific constraints such as biodiversity. «The future of robotic mowing looks very exciting!» concludes Julie Hoang.
Shaping the future of gardens
The garden market is changing. Professionals must adapt to meet the expectations of customers in search of authenticity and renewal. The trend consultant Manuel Rucar tells more.
David Fouillé. What’s your view of the current and future garden market in France?
Manuel Rucar. Since the end of 2022, the garden market has been in turmoil, with unsettled weather, inflation leaving people not much money to spend on improving their living environment, internal tensions such as the recent revelations by Mediapart about the management of Truffaut, and a garden centre market that has been generally mature since at least 2015, and which in 2024 lost 2% of its shop base through outright closures. While it is difficult to give an overall assessment of the retail garden sector, must be said that the market’s fragmentation is a positive: the independents seem to be more agile and are repositioning themselves. Discount chains such as Action, Teddy and B&M are making progress.
Good florists are thriving, while others are disappearing. Concept stores are becoming more and more differentiated, and landscape gardeners are moving down a gear by accepting that their customers ‘phase’ their projects over several years, even if it means doing the work themselves! The gardening profession is changing. Consumables are expected at the lowest possible price, and quality products seem to be in short supply, if not impossible to find! What remains is a very narrow but deep range of mid-range products, considered too expensive for the durability they offer, particularly in furniture, accessories and lighting. Some chains have opted for a retail approach without advertising, without merchandising, without gimmicks: a bare or almost bare product, as at BricoDépôt in DIY, Normal for everyday products or JMT for pet care.
In figures
While online sales seem to be levelling off at 13% of market share, supermarkets and DIY stores remain the volume leaders, with 16% and 30% of market share respectively (LSA 2024), a virtually unchanged breakdown over the last 10 years.
Shaping the future of gardens
Tomorrow
During the summer of 2024, Chlorosphère, with the support of 50 retail professionals, published the Renatura manifesto to define the garden centre of the future: it would be a third place where services take precedence over retail. With allotments, showroom gardens, self-service materials stores, recycling centres, waste disposal centres, second-hand workshops, and educational areas, the professionals are unanimous: it’s always people first!
D.F. Is this the end of household’s garden love affair?
M.R. Actually, quite the opposite! The attention of the general public and their love for our sector is definitely still present! As evidenced by the growing number books, garden fairs and Instagram and TikTok accounts dealing specifically with the subject. Goran the permaculturist, for example, has more than a million followers, as do the Frenchie Gardener and, more recently, the landscapers Indiana José and Marvin from Atmoss-Vert, who have racked up more than a million views on certain videos, proving the interest of the general public for garden-related subjects!
D.F. What does the consumer we need to win back look like?
M.R. As was predicted three years ago, the year 2025 marks a demographic shift:
Millennials (aged 25-43) now account for 40% of consumers, according to INSEE 2024, and 50% of spending in the leisure sector (45.4% in the garden sector in September 2024). Note the consumer profile of the “addict”, who alone accounts for 26.5% of the sums spent on garden products over the last three years.
D.F. So is this segment the future of the garden?
M.R. Let’s not forget that this generation is characterised by its desire to ‘enjoy life’ and devotes a large part of its income to leisure activities (including travel and audio and video streaming platforms), and that we also need to prepare our market for the imminent arrival of generation Z, which is totally changing its relationship with consumption, the world and the future, with all the implications that we have seen in the world of work.
2025, when Millennials tip the balance!
Tired of the hectic pace of the city, the Millennial has recently bought an old house in the country. In search of authenticity and a return to nature, they have plunged into the gardening world. Closely following the advice of specialist influencers, they spend long hours landscaping their outdoors. Intrigued by everything botanical, they have a well-stocked library on the subject and like to wander aimlessly around forest paths. They are ecologically aware and are committed to preserving the environment and living in harmony with nature. Surrounded by pets, they have a beautiful garden and are constantly looking for new ways to make their garden more naturally self-sufficient. They won’t forgo aesthetics in a bid to beautify their outdoor space. They are prepared to invest to create a unique garden.
Purchasing motives:
• Authentic products
• Tips and good ideas
• New practices
• Uncommon or botanical varieties
Purchasing behaviour:
They seek to connect with the experts, getting personalised advice, while supporting the local economy. Their approach is often eco-responsible, aiming to make sustainable choices.
Example:
They prefer to buy their Christmas tree directly from a nursery in a field, and cut it down themselves!
Their gardening habits:
They favour form AND substance. They are attracted to unusual varieties, and show them off to their best advantage. They draw a lot of their inspiration from Pinterest and other social media. They are prepared to devote time to their garden! It’s almost their biggest cost heading and their greatest source of pride.
Example:
They aren’t perfect, but every year they try out new things, and their latest fad is growing wasabi and mate!
The Millennial generation is characterised by its desire to enjoy life.
From Netflix to the garden
D.F. In your 2026 trend guide, we were struck by one phenomenon. Can you tell us more?
M.R. The Netflix production “Bridgerton” has had a considerable impact on consumption, far beyond its enduring audience since 2020. Its refined aesthetics, sumptuous costumes and romantic world have created a veritable craze, giving rise to what is known as the Regencycore style, which can be seen in fashion, interior design, tableware and, increasingly, in the garden. Not only has this successful series changed the tastes of Millennials by popularising the Regency style, but it has also left an indelible mark on our desire for a garden. The series’ sumptuous English gardens and flowerbeds have generated unprecedented interest (the series has racked up over 299 million views worldwide) in a return to classic elegance. The Bridgerton universe, with its glamorous parties, luxurious interiors and passionate romances, represents an ideal of life to which many viewers aspire. This escapism is reflected in a desire to appropriate the
aesthetic codes of the series. We could point to the INOHA 2023/2024 study, which found an annual volume of more than 850,000 online searches for “greenhouses”, and the return of outdoor furniture, Regent-style cast aluminium pieces and fringed parasols to the Amazon bestseller list. In terms of the plant palette, wisteria is of course popular. Shade-loving and fastgrowing perennials are also part of the Bridgerton cast: astilbes, foxgloves, delphinium. Already announced as a key theme for forthcoming weddings, the Regency style will also be a theme in floristry and events. Nike, Ladurée, Versace, Lush, Kiko and Primark all reported a 63% increase in sales of Regencycore products during the weeks when season 3 was streamed. The impact on web listing was quite phenomenal, with a strong impact caused by the 2.4 million mentions of Bridgerton. With the series expected to return in spring 2026, the showrunner Jess Brownell is maintaining the suspense around season 4 (out of 8!) of what promises to be “her best work” and will have, obviously have an impact on our garden styles. The colours have
already been announced: mauve and light blue as the backdrop for these romances from another era, popularising forgotten outdoor features that become equipment for garden parties: gazebos, kiosks, lampposts and tiered fountains. All of which add a touch of authenticity and quality to a market dominated by inexpensive, consumable products. This phenomenon will go hand in hand with the cream, off-white and beige colours that have gradually replaced anthracite, previously the king of outdoor landscaping.
D.F. D.F. Will we be treated to a Bridgerton-style garden at the JdC Garden Trends 2025 entrance?
M.R To set the tone, Chlorosphère, JdC Garden Trends and their exhibiting partners are planning a Regencycore themed entrance to the show. We can mention the nurseries and partners of the Silence, ça pousse! brand. With their climbing plants on the Cerland structures to bring a bit of height! Join us in Marseille from 25 to 27 March for in-depth exploration of the 2026 trends!
The Regency style is leaving its mark in gardens, inspired by the romantic aesthetic of the Bridgerton series. Elegance, flowerbeds and carefully designed decor are alluring new gardeners.
The battery, the new star
The electric revolution has changed gear! Batterypowered tools taking over. Consumers want tools that are durable, beautiful and quiet. So what does the future hold? One thing is certain: the market won’t be short of energy.
Farewell petroleum, hello lithium! Sales figures for battery-powered tools are continuing to climb in all circumstances. Tommaso Comboni, chairman of Secimpac, the trade association for portable tool brands, said last year: “2021 had been an exceptional year. It was followed by declines of 9% in 2022 and 2% in 2023.” This year, the hand-held power tool market has returned to growth. Stihl’s marketing director, Pierig Bouret, is delighted: “2024 was an excellent year. Our sales and marketing strategy helped us achieve good results, supported by favourable weather that alternated between rain and sunshine, which boosted purchases of certain equipment, such as brushcutters.”
This growth is driven by a number of factors, including regulations on noise and gas emissions in urban areas, as well as growing consumer demand for quieter, more environmentally friendly tools.
It is worth pointing out, however, that in terms of performance, battery-powered tools are today just as efficient as their petrol counterparts. Battery powered hedge trimmers now offer equivalent power, while being more comfortable to use, with less vibration, noise and fumes. Brushcutters and mowers are following the same trend. Only battery-powered chainsaws, though perfectly suited to most everyday jobs, are still lagging behind.
The general public has grasped the benefits of power tools. But they are not alone. Landscapers and local authorities are adopting them. Some local authorities now operate exclusively with battery-powered equipment. “They even appeal to professional users, thanks to considerable progress in terms of battery life and power,” stresses Pierig Bouret.
This market nevertheless retains a number of distinctive features. While specialist retailers still dominate, e-commerce continues to grow, especially among the younger generation. Tommaso Comboni observes a 15% increase in online sales in 2023, even though the internet is still a minority compared to physical retail outlets. “Personalised in-store advice is still essential for technical products, but e-commerce offers undeniable flexibility,” says Pierig Bouret.
Retailers are not resting on their laurels. Improving machine reparability, recyclability and reconditioning... there’s plenty to do! Pierig Bouret adds: “Stihl is focusing sustainable development. We want to reduce our carbon footprint and extend the life of our products.” Brands are also trying to anticipate European legislation on universal batteries. Bosch designed the Ampshare battery in 2022, which adapts to more than 25 brands. But this revolution comes at a price. Access to the rare earth elements required for batte-
Is the Petrol Engine Stalling?
Petrol-powered tools, once the kings of the garden, continue their decline. In 2023, sales dropped by 12%, a trend confirmed by Secimpac.
“Consumers are turning to cleaner and quieter solutions,” explains the organization.
Pierig Bouret adds: “Today, battery-powered products account for nearly 50% of sales by volume in the French market, and the trend is similar in other European countries like Germany, Belgium, and Spain.”
The real question is no longer if they will disappear but when.
ries remains an ecological and industrial challenge. While new solutions are being devised, sales continue to rise. One thing is certain: power tools still have plenty of energy to spare.
Looking to the future
Millennials and Generation Z are reshaping relationships with gardening. Between the quest for well-being, ecological awareness and urban constraints, the younger generations are imposing new codes. Here we examine their expectations and the opportunities for the sector.
It’s always hazardous to paint a portrait of a generation. But the Millennials, born between 1981 and 1996, are beginning to be well known. Approaching forty, they represent a key segment of the market. According to the 2023 Verdia study, this generation accounts for 48% of consumers.
“The arrival of a child encourages people to rethink their lifestyles. Millennials are turning to gardening to produce healthy, economical food”, observes Swiss influencer Tom le Jardinier. A classic approach, but with some nuances. Today, gardening is no longer a working-class activity; it is an urban pursuit, and sometimes a shared one. However, as they have their first child later in life, these reunions with the land are taking longer.
Millennials also have a reputation for being sensitive to environmental issues. What sets them apart is their high expectations
Youngsters connect with the garden
Gardening Week for Schools, organised by Semae, Valhor and the French garden centre and pet shop federation, has introduced more than 1.2 million children to the joys of gardening. In March, 50,000 pupils took part in workshops in 1,200 garden centres for the 26th edition. A way of sowing the seeds of gardening during childhood.
of brands. Transparency and authenticity are no longer bonuses, but prerequisites. “Demonstrating the efforts made to reduce the environmental impact of an activity has become essential”, confirms the Verdia study.
Between TikTok and green plants
Generation Z seems to be torn between contradictory passions. Born after 1996, this cohort is looking for relaxation and are enthusiastic about vintage hobbies such as crochet and gardening. The latter are hyperconnected. The hashtag #plant has 629 million views on TikTok. The keyword #garden is close to 4 billion. According to a survey by Astredhor, 43% of young people in urban areas say that they care as much about plants as pets and even children.
A fragile relationship: 26% of young people admit to having given up on plants, since they are unable to keep them alive. “Their relationship with gardening is marked above all by economic constraints,» says Tom le Jardinier. “They buy cheap indoor plants and cherish them as much as possible. But outdoor gardening is beyond their reach, because they don›t have access to property.”
This generation, marked by the pandemic and climate crises, shows a strong sensitivity to ecology. But their commitment is still dictated by fashion and social networks. In the future, they could become discerning consumers, ready to challenge brands on
their environmental commitments. Generation Alpha arrived in the 2010s, so it is too early to draw any conclusions. But we can predict that it will be the first to grow up with artificial intelligence... The luxury sector is already working on selection assistance tools.
A changing customer base
Gardening retailers are not standing still in the face of these changes. Tom le Jardinier welcomes certain efforts: the disappearance of pesticides, the introduction of natural alternatives... But he also points to shortcomings. “We lack sections dedicated to drought-resistant plants or sustainable alternatives to plastic”, he bemoans.
Digitalisation is an area that needs to be strengthened. Post-purchase communication - an email with tips for plant care - could make all the difference. Some chains, such as Jardiland and Botanic, are innovating with made-to-measure services: furniture assembly, potting, vegetable garden creation, etc. Castorama and Ikea are focusing on town centres to attract young customers.
Millennials and Generation Z may not have the same relationship with gardening as their elders, but they are reinventing it in their own way. The former are seeking to combine ecological values with family wellbeing, while the latter, influenced by social media, are exploring a more personal, often aesthetic, relationship with plants. Tomorrow’s garden will no longer be just a space, but a real experience to be enjoyed and shared.
Event Program
Conference Space (Hall 1) & Green Village Square (Hall 2)
Tuesday, March 25, 2025
12:30 PM - 1:15 PM: Opening Conference
The challenges of new generations in garden centers: new leaders, new employees, new consumers.
Introduction by Manuel RUCAR from the trend agency Chlorosphère.
Round table moderated by Jean-Noël CAUSSIL from LSA with young garden center leaders.
Conference Space - Hall 1
2:30 PM - 3:00 PM: Discover 10 Products in 10 Minutes
Green Village Square - Hall 1
3:00 PM - 3:30 PM: The Performance of the Online Gardening Market
Hosted by Thomas Le Rudulier from the Federation of Garden Centers and Pet Shops of France.
Conference Space - Hall 1
3:45 PM - 4:30 PM: Discover 10 Products in 10 Minutes
Green Village Square - Hall 2
4:30 PM - 6:30 PM: Award Ceremony for the 2025-2026
Garden Collections
Hosted by Carole Tolila, co-host of the TV show “Silence, ça pousse!”
6:30 PM - 8:00 PM: Happy Hours
Village Square (Halls 1 and 2), Esplanades, and Exhibitor Stands
Wednesday, March 26, 2025
9:30 AM - 10:00 AM: Consumer Insights
As every year for the past five years, the Garden Consumer Guide analyzes gardening consumption.
This session will focus on the presence and future of plants in distribution:
• Will garden centers still sell plants?
• How can plant prices be managed in the face of competition?
• Will producers continue to develop direct sales?
And many other questions!
A moment of sharing and exchange about plants, the driving force of the market.
Hosted by Roland Motte and Pierre Hervet, authors of the Garden Consumer Guide.
Conference Space - Hall 1
10:30 AM - 11:00 AM: Trends Conference
Hosted by Guillaume Mulleret, Garden/DIY expertise leader at NielsenIQ & GfK.
Conference Space - Hall 1
10:30 AM - 11:00 AM: Discover 10 Products in 10 Minutes
Green Village Square - Hall 2
11:15 AM - 11:45 AM: Consumer Insights
How are garden industry players concretely committing to CSR?
Hosted by Delphine de Labarrière, CSR manager at Inoha, with testimonials from two members.
Conference Space - Hall 1
12:00 PM - 12:30 PM: Trends Conference
Focus on key trends in the garden for upcoming collections. Gardening, decorating, landscaping, and enjoying the garden evolve with time, climate, and budget.
What are the new outdoor influences? How can they be explained and anticipated?
Answers and insights with Manuel Rucar from Chlorosphère.
Conference Space - Hall 1
1:00 PM - 1:30 PM: Discover 10 Products in 10 Minutes
Conference Space - Hall 1
2:00 PM - 2:30 PM: To Be Announced
Conference Space - Hall 1
3:00 PM - 3:30 PM: Market Conference
Shock after shock, where does the gardening market stand? Analysis of the 2024 report by Sabrina Tiphaneaux, Deputy Director of Les Échos Études for Promojardin-Promanimal.
Conference Space - Hall 1
Thursday, March 27, 2025
11:00 AM - 11:30 AM: Regulation Conference
DIY and Garden Recycling (REP): 2024 Report and New Opportunities for Manufacturers
Hosted by Vincent du Granrut, Head of Furniture and DIY-Garden sectors at Ecomaison.
Conference Space - Hall 1
12:00 PM - 12:30 PM: Trends Conference
Focus on key trends in the garden for upcoming collections. Gardening, decorating, landscaping, and enjoying the garden evolve with time, climate, and budget.
What are the new outdoor influences? How can they be explained and anticipated?
Answers and insights with Manuel Rucar from Chlorosphère.
Conference Space - Hall 1
The
European
trade show for gardening, landscaping & outdoor living
5 good reasons to visit JdC Garden Trends:
1 Make your 2025-2026 listings: Identify bestsellers, new products, preview innovations and spot exclusive products
2 Source new French and foreign suppliers (50% international exhibitors, 50% of exhibitors attend no other show in Europe)
3 Save time and money! One place to go to make all the difference: find a selection of plants and a complete range of 5 product areas in one place.
4 Capture tomorrow’s consumer and market trends at conferences
5 Combine business pleasure: maintain relations with your regular suppliers in a convivial setting
Are you a purchasing decision-maker in the garden sector? Don’t miss THE key spring event * source: 2024 visitors survey
Find out more about participating : Visitors/Buyers Service jdcgardentrends@infopro-digital.com +33 (0)1 89 71 90 06