THE EUROPEAN GARDEN & LAWN MARKET 2020-2025 - Quantitative consumer study
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THE EUROPEAN GARDEN & LAWN MARKET 2020-2025
Quantitative consumer study
RESEARCH FACTSHEET
Why a study on the European residential garden
METHODOLOGY
market?
GE PO
The residential garden market is changing under the influence of 750 online interviews per country
for example e-commerce and changing consumer wishes and among buyers of landscaping AU
FR
demands about sustainability. Currently, there is no report equipment, hardscaping products,
available that provides structural insights in the European garden fences, outdoor furniture, or
IT
market based on quantitative research. USP has extensive garden buildings
experience conducting quantitative research in the Dutch garden SP
market and is now offering its expertise to create a European Insights are provided to
study to provide you with detailed information of the market and you for 3 European
a better understanding of the customer journey of the consumer. countries
This will help to develop the right strategic actions and gain SOUTH EU CENTRAL EU
market share.
What does USP do for you?
• USP delivers purchase facts (number of products purchased, € 9,000 Full report Interested?
brand shares, purchase channels) For 3 countries Send an email to:
• USP provides insights in the Customer Journey COSTS Add five exclusive aries@usp-mc.nl
• USP describes the consumer experience when buying questions
garden products Without additional costs
WHO WILL WE INTERVIEW?
Selection criteria Online consumer panels
• Age 21-75 USP has a fixed partnership with a
• Bought landscaping panel provider in Europe who will
equipment, hardscaping lend us access to their database.
products, fences, outdoor With the selection and screening
furniture, or garden buildings
questions, we will select the right
in past 12 months
respondents.
• House owners or renters
Interviews per country
• 750 consumers
WHY THIS RESEARCH?
UNDERSTANDING
EXTENSIVE EXPERIENCE CROSS-COUNTRY INSIGHTS
THE CONSUMER
USP has extensive experience with Digitalisation is rapidly changing the way Our customers are often Multi-national
conducting research in the garden market. In consumers orientate and how they companies who need to receive comparable
the past years we have been working for purchase their garden or appliances. This data for the countries in which they operate.
MTD products, TTI, Briggs & Stratton and trend makes ‘pull marketing' much more We deliver a cross-country comparison. The
others. important. The consumer becomes more and report reveals that trends will not be the same
more decisive in their journey. The European in each country and develop at a different
In every USP multiclient research, we partner Garden & Lawn Market 2020-2025 provides pace in the various countries.
with our clients to implement trends and key information on how consumers
research questions in the study which they orientate themselves, how digital sources The European Garden & Lawn Market 2020-
consider to be need-to-know information. influence their decision making, and much 2025 is conducted in 6 countries with the
more. Information which is vital for a good same methodology and questionnaire.
Key trends like changes in DMU, orientation marketing strategy. Aside from comparing country by country, the
behaviour, customer touchpoints, shares of trends can also be compared by product
purchase channels online and offline, and Besides this, we map out trendlines and category. This information is highly valuable
many more are shaping the market. Knowing predictions. For marketing professionals, the to assess market conditions and sales
where, how and when these trends become specific information on the garden market is feedback. The report has, when relevant, also
relevant is key market intelligence input for hard to find, especially for specific a European perspective, but always with
strategic decision making. appliances. The European Garden & Lawn results split per country and product category
Market 2020-2025 provides just that. as well.
WHAT QUESTIONS DOES THIS RESEARCH ANSWER?
Purchase facts Customer Journey
What was the turnover of the residential garden market in the Where do consumers find inspiration before their purchase?
past 12 months?
Where do consumers find information before their purchase?
How many landscaping/ hardscaping products were bought by
consumers in the past 12 months? What websites do the consumers visit before their purchase?
What was the average price of the different products that were What is the role of the sales representative in the customer
bought? journey?
Where do consumers buy their products? How do the consumers rate their purchase channel (NPS)?
What brands do consumers choose for their products?
Where do consumers plan to buy their new garden products in
the next years?
HOW DO WE DO THE RESEARCH?
1. Kick-off meeting 2. Online interviews
• USP will schedule a call with you via Skype. During this meeting we • USP has access to a large international consumer panel, from which the
will explain the main topics of the research, when you will receive the right consumers will be selected. To ensure we question the right
report, and the possible exclusive questions. consumers, the interview will start with a number of screening questions.
• After the kick-off, USP will work on the questionnaire and have it • During the interview, we will also include some ‘check-questions’ in the
translated. If you wish, you can see the questionnaire prior to the questionnaire to filter the bad respondents (e.g. speeders, biased
fieldwork, but it is not necessary. Due to USP’s extensive experience respondents) from the questionnaire. We know many ‘tricks’ to include the
in interviewing consumers about their garden purchases, we know actual specialty store buyer in this study due to our experience, and with
what questions to ask to get the answers you need. these tricks we can really ensure the quality of the responses.
• After 10% of the interviews are done, USP will stop the fieldwork to
thoroughly analyse the first answers. In this way, we make sure that the
gathered data is of the highest quality.
3. Analysis and reporting
4. Final presentation
• Once a small part of the results have been gathered, USP will start
• Our project team will present the report to each participating company analysing the outcomes. We will start by checking if all the data is received
individually via Skype or in person. After the presentation, USP as expected and given answers on respondent level are trustworthy. When
remains at your disposal for any additional questions. all results have been gathered, USP will thoroughly analyse the outcomes
from the quantitative research statistically in SPSS and report it in a
comprehensive PowerPoint report.
• Based on our market knowledge we are able to not only analyse the
research results, but also put them in the context of the whole market and
provide the participants with adequate recommendations and advice on
how to interpret the results.
LANDSCAPING
PRODUCTS INCLUDED IN THE RESEARCH
PRODUCTS
ENGINE POWERED HAND POWERED PRESSURE POWERED
HARDSCAPING
PRODUCTS
WOOD PRODUCTS STONE PRODUCTS PORCELAIN PRODUCTS CONCRETE PRODUCTS
OTHER
OUTDOOR FURNITURE GARDEN BUILDINGS OUTDOOR LIGHTING
EXAMPLE OF HARDSCAPING PRODUCT TRENDS
Outdoor Living Results in Greater Use of Hardscaping Products Environmental Concerns & Urban Living Key Trends
Further growth will come from the continued popularity of outdoor living, which Environmental issues continue to influence trends in the hardscaping products
involves the use of outdoor areas for relaxing, entertaining, cooking, dining, market. For instance, concerns over water management are supporting:
and other activities. Spaces are becoming more elaborate – such as through • Xeriscaping, which replaces grass with aggregates and stones and is being
the inclusion of structures such as patios, outdoor gardens, and fire pits – and increasingly adopted in drought-prone areas where water is at a premium
often use large volumes of hardscaping products. Outdoor space designs are • Permeable pavers, which are increasingly being used in both residential
increasingly blending with indoor styles to create a seamless look. This is one and nonresidential settings due to concerns about water runoff and
of the reasons why high valued products like porcelain pavers and natural drainage
stone products are increasingly popular.
Growth in urban living impacts the market, influencing the types and amount of
Powered by Installation Difficulty & DIFM Movement Gains in the larger products purchased. Urban households typically have limited yard or other
professional market will continue to outpace those in the consumer and DIY outdoor spaces, creating opportunities for hardscaping products designed for
markets, powered by the difficulty of installing most hardscaping products and smaller spaces. Opportunities also exist for hardscaping used in rooftop
by the do-it-for-me (DIFM) movement. Millennials are increasingly hiring gardens, which provide urban dwellers with additional outdoor space. These
professionals to landscape in order to save time, while aging baby boomers gardens can also improve the aesthetics of urban settings and potentially
want to avoid performing the heavy labor needed to install hardscaping mitigate some environmental issues.
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.
EXAMPLE OF LANDSCAPE EQUIPMENT TRENDS
Outdoor Living Trend Results in More Feature-Rich Outdoor Spaces Shift to sustainability for powered garden equipment
The popularity of outdoor living – which involves the use of outdoor areas for The growing shift of consumers toward eco-friendly and sustainable products
lounging, dining, cooking, and other activities – is expanding and leading to is driving market growth of multiple product, such as leaf blowers. Next to this,
more elaborate outdoor living areas. Consumers want greater functionality and rapid technological innovations, coupled with stringent regulations in few
higher quality elements that reflect indoor style. For instance, the use of higher regions, are expected to increase revenue opportunities for manufacturers in
value hardscaping, including stone and large pavers, mirrors current design the market. Further, the leaf blower market is witnessing high competition
trends. Additionally, smart and connected lighting systems are moving beyond among vendors. They are shifting manufacturing facilities to low-cost countries
indoor installations into outdoor spaces. such as China and Taiwan to enhance profitability and capitalize on growing
business opportunities in these countries. The stringent government policies in
Professional Market Spurred by the Do-it-for-Me Movement Europe and the US are continually emphasizing on adopting blowers that emit
The professional market is expected to show strong gains, supported by a low emissions and produce less noise. Hence, leading industry players are
healthy economy, strong construction markets, and the do-it-for-me (DIFM) focusing on advanced technological features in their products.
movement. Millennials are increasingly seeking out professionals in order to
save time in their busy lives, while aging baby boomers are opting for Further, vendors are focusing on offering products that are lighter, stronger,
professionals to avoid performing the heavy labor required in landscaping. In and durable. The inclusion of features such as powerful engines, user-centric
addition, certain landscaping elements require expertise that calls for design, and better productivity is expected to enhance performance and
professionals. 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 or Central EUSELECTION 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
GARDEN EQUIPMENT
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
HARDSCAPING least 3 participants.
PRODUCTS
LIGHTINGUSP’S PROJECT TEAM
Geert-Jan Aries MSc Reinier Zuydgeest MSc
Project Manager Business Unit Manager
aries@usp-mc.nl zuydgeest@usp-mc.nl
+31 6 34980636 +31 6 26936109
Drs. Jan-Paul Schop Grace Geeve MSc
Managing Director Research Analyst
schop@usp-mc.nl geeve@usp-mc.nl
+31 6 55786342 +31 10 800 27 22
USP Marketing Consultancy | Address: Max Euwelaan 51, 3062MA Rotterdam | Telephone +31 10 20 66 900ABOUT USP MARKETING CONSULTANCY
OUR EXPERIENCE WITH QUANTITATIVE RESEARCH
USP Marketing Selected USP partners Our quantitative
Consultancy for quantitative studies in 2019
studies in Europe
Quantitative
Research in
39
Head office Subsidiary countries in 2019
Rotterdam Düsseldorf
Total
57,250 57,881
70 B2C online B2B CATI
interviews interviews
Research Analysts
Project managers
ConsultantsPRINCIPALS OF USP
DIY Installation Construction
1
5© 26 February 2020, USP Marketing Consultancy B.V.
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