How will megatrends impact the gardening of tomorrow?

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1 How will megatrends impact the gardening of tomorrow? Milan, February 2019 Stefano Botter Senior Analyst, Home and Technology

2 ABOUT EUROMONITOR INTERNATIONAL 2 Who is Euromonitor International OUR SERVICES Syndicated market research Consulting EXPANSIVE NETWORK 800+ on-the-ground researchers in 80 countries Complete view of the global marketplace Cross-comparable data across every market OUR EXPERTISE Consumer trends and lifestyles Companies and brands Product categories and distribution channels Production and supply chains Economics and forecasting

3 ABOUT EUROMONITOR INTERNATIONAL 3 Euromonitor International network and coverage

4 4 OVERVIEW MEGATRENDS SHIFTING MARKET FRONTIERS ETHICAL LIVING SHOPPING REINVENTED CONNECTED CONSUMERS

5 MEGATRENDS 5 Megatrends have the power to transform and disrupt entire categories.

6 MEGATRENDS 6 Five core drivers are shaping Megatrends

7 MEGATRENDS 7 Megatrends have the power to transform and disrupt entire categories.

8 MEGATRENDS 8 Global gardening 2017 snapshot $86.2 billion Gardening industry in 2017 (USD) 1.0% Gardening forecast value CAGR

9 MEGATRENDS 9 Gardening is shaped by four focus megatrends

10 10 OVERVIEW MEGATRENDS SHIFTING MARKET FRONTIERS ETHICAL LIVING CONNECTED CONSUMERS SHOPPING REINVENTED

11 SHIFTING MARKET FRONTIERS 11 Developing markets leading global economy by % Global Population GDP

12 SHIFTING MARKET FRONTIERS 12 By 2050, frontier markets are expected to account for over a half of consumer income 2008 Emerging markets overtook developed countries 2030 Emerging and developing countries will account for 2/3 of global output

13 SHIFTING MARKET FRONTIERS 13 Asia and Africa becoming central ASIA AFRICA by 2030 Average consumer expenditure will double 14 out of 20 most populous cities will be there

14 SHIFTING MARKET FRONTIERS 14 Apartment living on the rise, results in fewer and smaller gardens

15 2017 USD per capita SHIFTING MARKET FRONTIERS 15 Lack of land in urban areas prevented gardening to grow in a few regions Retail Value RSP USD million North America Australasia Western Europe 40 Latin America Eastern Europe 20 MEA Asia Pacific 0-6% -5% -4% -3% -2% -1% 0% 1% 2% 3% 4% 5% CAGR, Market Size

16 USD per capita SHIFTING MARKET FRONTIERS 16 Developing regions per capita gardening spend lags behind North America 120 Gardening per capita spending (World) North America Australasia Western Europe Eastern Europe Latin America Asia Pacific Middle East and Africa

17 2022 USD per capita SHIFTING MARKET FRONTIERS 17 High urban migration and rising awareness ensures a positive future Retail Value RSP USD million North America Western Europe Australasia Eastern Europe Latin America MEA Asia Pacific 0-3% -2% -1% 0% 1% 2% 3% 4% 5% 6% CAGR, Market Size

18 SHIFTING MARKET FRONTIERS 18 Mati City promotes backyard gardening

19 SHIFTING MARKET FRONTIERS 19 Slow Food: A thousand gardens in Africa

20 20 OVERVIEW MEGATRENDS SHIFTING MARKET FRONTIERS ETHICAL LIVING CONNECTED CONSUMERS SHOPPING REINVENTED

21 ETHICAL LIVING 21 Ethical living: from world leaders to individuals, and back Regulation People power Ethical Living NGO pressure Corporate change

22 22 OVERVIEW MEGATRENDS SHIFTING MARKET FRONTIERS ETHICAL LIVING CONNECTED CONSUMERS SHOPPING REINVENTED

23 CONNECTED CONSUMERS 23 The rise of the digital consumer 47.7% 90.7% 48.9% Percentage of global population using the internet (2018). Percentage of global population covered by at least a 3G mobile network (2018). Percentage of global households with access to broadband internet (2018).

24 CONNECTED CONSUMERS 24 A new consumer type: connected consumers SMART HOME INTERNET RETAILING

25 CONNECTED CONSUMERS 25 Click & Grow: the smart indoor garden

26 CONNECTED CONSUMERS 26 Click & Grow: how the system works?

27 CONNECTED CONSUMERS 27 Click & Grow: grow indoor plants through pods

28 CONNECTED CONSUMERS 28 Planty: smart pot automatically monitors the plant and feeds water whenever needed nthing.net/planty/

29 CONNECTED CONSUMERS 29 Planty: fill the water and connect with apps nthing.net/planty/

30 CONNECTED CONSUMERS 30 CounterCrop: funded through Kickstarter but it did not make it Kickstarter.com

31 Retail Value RSP USD million CONNECTED CONSUMERS 31 Robotic lawn mowers maintain a robust growth 1200 Robotic lawn mowers value sales (World)

32 CONNECTED CONSUMERS 32 Robotic lawn mowers: Alexa, go cut the grass! robomow.com Husqvarna.com

33 CONNECTED CONSUMERS 33 Smart watering: no sprinklers running in the rain anymore MOBILE APP WATER CONSUPTION WEATHER VOICE CONTROL Cnet.com

34 34 OVERVIEW MEGATRENDS SHIFTING MARKET FRONTIERS ETHICAL LIVING CONNECTED CONSUMERS SHOPPING REINVENTED

35 SHOPPING REINVENTED 35 Store-based retailers fight back and makes shopping in-store easier at its Lawn & Garden centres During 2018, Walmart began trialling its Check Out With Me programme in its US Lawn & Garden centres, which involves sales associates offering on-the-spot checkout services for customers, saving them time queuing in-store. Sales associates use cellular devices and Bluetooth printers to facilitate faster checkout services. Walmart s investment in the home sector goes beyond its North American operations. In 2018, it acquired Flipkart, a leading e-commerce retailer in India. Flipkart competes strongly with Amazon, and has recently upgraded its furniture offering via private label brands and a partnership with a logistics firm to facilitate faster delivery. Source: Walmart website

36 36 EXPLORING GROWTH OPPORTUNITIES Case study: The Home Depot s omnichannel engagement The Home Depot (USA) Digital customer engagement The Home Depot is one the largest home improvement and gardening retailers in North America. Online sales accounted for 6.7% of total sales in fiscal Interestingly, though, over 45% of The Home Depot s online US orders were picked up in-store. The retailer has introduced other initiatives to make consumers lives easier, e.g. the company installed automated lockers in selected stores for customers to pick up online orders. Also, based on customer feedback that stores were hard to navigate, The Home Depot introduced storespecific maps, allowing customers to pinpoint an item s location using a mobile phone. The Home Depot recognises that consumers crave convenience and efficiency, which Click & Collect offers. Source: The Home Depot website (

37 37 Megatrends shaping gardening globally Shifting Market Frontiers Shopping Reinvented Ethical Living Middle Class Retreat Connected Consumers Urbanisation and rising incomes support growing demand from consumers in Asia Pacific, driving overall global home and garden growth. Markets in the Middle East and Africa are expected to demonstrate high growth in line with economic development. Retailers selling home and garden products continue to refine their omnichannel strategies, with online sales growing in prevalence. Retailers are expected to continue innovating via blended store formats, experiential shopping, personalisation, and by reimagining the last mile. Sustainability is a major focus for several home and garden players, however, consumer awareness varies from market to market. Ethical living trends have been most prominent in light sources, gardening and food storage, so there is scope for further development. Negative real income growth in Western Europe has impacted home and garden consumption patterns and will continue to manifest in the form of the sharing middle and bargain hunting in the future. Growing internet access and smartphone possession means that consumers are living in an increasingly connected world. Hyperconnectivity will be showcased through the transition to smart home technology, as well as internet retailing sales in home and garden.

38 Thank you Stefano Botter Senior Analyst, Home and Technology

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