The price continues to rule in the European garden

When purchasing garden products, the price continues to be decisive for the majority of Germans, Austrians, the Swiss, the English, Italians and the French. When it comes to further purchase criteria, preferred shopping channels and purchase plans, there are differences specific to countries and target groups. This is according to the "Industry Report Garden 2021" by the German Research company Marketmedia24. In a best-case scenario, the study forecasts an increase of 14 per cent for the industry in Germany to sales of EUR 16.4 bn by the year 2028. Growth in 2020, the year of the coronavirus, has been indicated by the study at 5.3 per cent.The customer survey showed: garden centres are the market leaders for all generations of Germans, the French and the English when it comes to garden living. Among the 18 to 25 year-old Austrians and Swiss, the position is held by the furniture trade which represents the preferred source of purchases in Italy for the generations up to 45 years of age.The most important purchase criterion after the price is the optics of the product in Germany, Austria and Switzerland. In contrast, the Italians attach particular importance to the material, the English to the function and the French to sustainability.