The late summer is still delighting the happy owners of large gardens. A variety of products that both make maintenance easier and beautify the garden are therefore booming.
Private gardens have a long and fascinating history dating back to ancient times. Even in ancient Egypt, there were private gardens with ornamental plants, ponds and shady areas. Today, high-quality lawn mowers, trimmers, hedge trimmers and leaf blowers are indispensable for maintaining large areas.
Knowing exactly where these appliances are needed is possible with the "Garden type and garden size" data package from the market data category. Nexiga shows the corresponding potential nationwide. However, another variable often plays a significant role in the sales figures of products for gardening enthusiasts.
The "garden" example illustrates how Nexiga data can be used to define individual target groups for different industries and products and to process them geographically...
The garden market and the weather
A considerable amount of money is spent on gardening tools in Germany every year. In 2022, total sales in the garden market reached around 21.5 billion euros, according to Statista. A survey from 2021 revealed that almost 30% of German garden owners spent between 101 and 200 euros on plants and gardening tools, while around 7.3% even invested more than 500 euros.
However, sales figures in garden centers and DIY stores declined in the first half of 2024. Despite a positive effect from the European Football Championship in Germany, the bad weather had a significant negative impact on the sector. Compared to the previous year, sales in the first half of 2024 fell by 0.9% to EUR 11.15 billion, with sales between April and June even falling by 4.5% due to the often wet and cold spring weather. The European Football Championships could not fully compensate for the losses.
According to the BHB trade association, the markets recorded the biggest declines in the first six months of the year for more expensive products such as tiles (-14.2 percent) and new garden furniture (-9.6 percent). In contrast, there was growth in lawn and plant seeds as well as pesticides.
Sales potential: large gardens
For owners of large gardens, there is a wide range of products and services that make both design and maintenance easier. Regions with many large gardens therefore offer ideal conditions for selling high-quality branded products in the garden and leisure equipment segment. There is increasing demand for smart gardening and robotic lawn mowers that can be controlled via an app and whose prices can easily be in the lower four-digit range. Or swimming pools (to be set up or built in) with numerous additional products. Investing in garden sheds or gazebos creates additional storage space or cozy retreats.
The Nexiga market data package "Garden type and garden size" can be used to identify potential nationwide as a feature of our building data. For a regional view, aggregated data is available, for example at the level of micro zip codes (Micro postal code), which subdivides the whole of Germany into more than 100,000 areas.
Our map (PDF) shows the potential of buildings with large gardens for more than 2,600 MPLZs in Hamburg, which can also be described as neighborhoods. In absolute terms, the most lucrative areas with the target groups tend to be found in the extensive outskirts of the metropolis, where building density is lower. Clusters with potential can be found along the Elbe in affluent Blankenese as well as in the northwest and north, but also south of the Elbe.
Other features from the data package can also be used to identify the potential for small and medium-sized gardens and communal areas, for which other products such as compact garden furniture or potted plants are of interest.
In addition, the map shows more than 150 DIY and leisure stores in the region from the Nexiga Topshops, i.e. the location addresses of more than 1,400 chain stores. The database is available for detailed and informative location and competition analyses in the retail/trade and related sectors.
Location intelligence with data about Building and the garden
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Manufacturer of garden tools: planning of sales territories, acquisition of specialist dealers.
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DIY and leisure stores / garden centers: : Assortment and sales planning as well as control of regional advertising measures.
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Manufacturer of leisure equipment: Identification of sales regions, dealer acquisition, planning of sales territories and sales force management as well as regional advertising measures.
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Consulting company: Product range and sales planning for manufacturers, roll-out measures and expansion planning for companies.
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Out-of-home media: Planning of advertising campaigns for products in this segment and analysis of target groups.
The "garden" example
The "garden" example illustrates how Nexiga data can be used to define individual target groups for different sectors and products and to process them geographically. This provides spatial information that shows where the target group or sales potential is particularly strongly represented. Target groups can be analyzed throughout Germany at various spatial levels such as zip codes, municipalities or at a fine spatial level for Micro postal code (neighborhoods, subdivisions of a Postal code).
