Ready made reports / European Garden Monitor / European Garden Monitor
European Garden Monitor
Explore the European Garden Monitor, a comprehensive platform dedicated to garden health monitoring in Europe. Access valuable resources and expert advice today.
Year
2023
No. of pages
43
Target group
Purchase decision makers of landscaping equipment, hardscaping products, fences, outdoor furniture, garden buildings or outdoor kitchens and having a garden >25m2.
Key research topics
The trends covered in this report include: Segmentation of the European gardens (based on characteristic, behaviour and attitudes), Smart gardens & Sustainable gardens, City gardening & Healthy gardening, Outdoor living & DIY vs DIFM, Brand awareness and brand preference per product category, Orientation (used sources), Buying channels per product category
Methodology
This report is based on 6,400 online interviews conducted annually with consumers in European countries: Germany, the United Kingdom, France, Netherlands, Belgium, Poland, Spain, Italy, Denmark, Sweden, and Austria.
Country scope
This report covers the following European countries: Germany, the United Kingdom, France, Netherlands, Belgium, Poland, Sweden and Austria.
Deliverables
Full report in pdf or ppt covering 1, 4 or 8 countries, support from a key account manager in case of questions
Publication frequency
Annually
Price
3,000 € 1 country report / 7,500 € 4 country reports / 12,000 € 8 country report
What is this report?
The European Garden Monitor is based on solid quantitative market research. Interviews are conducted with European consumers. This provides a solid foundation to provide key insights on a wide variety of marketing topics. 800 online interviews per country among purchase decision makers of landscaping equipment, hardscaping products, fences, outdoor furniture, garden buildings or outdoor kitchens and having a garden >25m2. The European Garden Monitor covers 8 key European countries, Germany, the United Kingdom, France, Netherlands, Belgium, Poland, Sweden and Austria. Because the research is conducted in all of the countries at the same time, with the same methodology and questionnaire, the results per country are highly comparable.
Why do you need this report?
The residential garden market is changing under the influence of e-commerce, changing consumer wishes, demands about sustainability,
etc. USP has extensive experience conducting quantitative research in
the European garden market and initiated the first European Garden
Monitor in the second half of 2020. This multi-client study provided
customers with detailed information on the garden market and a better
understanding of the position of brands in different product categories.
This helped our customers to develop the right strategic actions and
gain market share. While markets are changing continuously, we
decided to repeat the study of 2020 in April of 2023.
How was the research conducted?
This report is based on 800 online interviews per country among purchase decision makers of landscaping equipment, hardscaping products, fences, outdoor furniture, garden buildings or outdoor kitchens and having a garden >25m2.
What is included in this report?
The trends covered in this report include: Segmentation of the European gardens (based on characteristic, behaviour and attitudes), Smart gardens & Sustainable gardens, City gardening & Healthy gardening, Outdoor living & DIY vs DIFM, Brand awareness and brand preference per product category, Orientation (used sources), Buying channels per product category
Key questions answered
In which country gardens are the biggest and in which are the smallest?
Which garden is often mentioned as a satisfier across all countries?
What is the main reason for frequent spending across the countries?
Is having professional gardeners frequent in European countries overall?
Table of content
- Garden characteristics
- Satisfaction & inspiration
- Product spending & informing
- Garden activities
- Product category ownership
- Brands
- Background
Frequently asked questions
-
In which country gardens are the biggest and in which are the smallest?
Gardens in France and Sweden are the biggest, while those in the Netherlands are the smallest.
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Which garden is often mentioned as a satisfier across all countries?
A greener, low-maintenance garden is often mentioned as a satisfier across all countries.
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What is the main reason for frequent spending across the countries?
The most frequent spending reasons across all countries are aesthetics.
-
Is having professional gardeners frequent in European countries overall?
Having professional gardeners is most frequent in Austria, Sweden, Belgium and the Netherlands, but it is still not frequent overall.
What our clients say about us
Caroline Roque
EMEA Consumer and Market insights, Manager 3M Consumer Business Group
The USP team has very strong expertise in the construction and home improvement markets. We are using their detailed home improvement monitor reports very extensively.
Daniel Angelovski
Group insights manager at Velux
Their specialized insights through the European contractor monitor and European architectural barometer provide a level of industry knowledge that is otherwise challenging to obtain.
Dirk Hoogenboom
Manager Sales & Marketing
Reinier Zuydgeest
Managing Consultant
Contact us
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