Gardening: market stable in 2016, growing in 2017
In spite of the weather tending toward a scarcity of rainfall leading to the reduced vegetation of plants lowering the demand for machinery and maintenance, the 2016 balance sheet shows sales substantially in line with the previous year at a decline of 0.5%. Estimates based on the first quarter of 2017 point to an overall increase of 2% with significant gains for brushcutters, trimmers, leaf blowers and vacuums and robotic mowers. Comagarden President Franco Novello affirms that innovative technologies and new types of products are decisive factors for the industries in the sector which have to focus on professionals as well as private users and hobbyists
The Italian market for gardening machinery, equipment and groundskeeping closed 2016 at a level of sales only slightly below 2015 sales. The final figures came to a total of 1 million 228,000 units of all types sold, from powered to manuel tools, for a decline of 0.5% under the previous year.
The data was made public held to 21st of April in Milan at a press conference held by Comagarden, the Italian association of manufacturers in the sector in FederUnacoma, the Federation of Agricultural Machinery Manufacturers in the National Manufacturers Confederation. The statistics can be seen as positive in the wake of two positive seasons, market growth of 7.6% in 2014 and 1,3% in 2015, following steep declines due to the financial and economic crisis taking hold in 2009. This steady recovery, however, has failed to take sales back to their pre-crisis level at 1 million 440,000 units reported for 2008.
A look at the various types of machinery and equipment disclosed mowers off by 2.4% with 280,000 units sold, lawn tractors and ride-ons together fell by 5% to some 34,000 units, trimmers declined by 7.2% (55.250 units). In line with last year the chainsews -0,4% with 345,000 units whereas brushcutters were up 1.8% to 256,350 units and leaf blowers and vacuums rose 5.5% to nearly 89,600 units.
Franco Novello, the Comagarden president, explained, “The drop in sales of machine types like mowers, ride-ons and trimmers is associated with the seasonal weather trend of high temperatures but with scarce rainfall which has led to a reduction of vegetation of plants and thus a decline in demand for machinery and maintenance. Again, associated with the weather trend, the reading of data on snow clearance machinery and equipment shows a significant fall, 34%, resulting from a season with a significant decline in snowfall.”
Due to a lack of definitive data on this year’s first quarter, Comagarden came up with an estimate based on a survey conducted on a representative sample of companies which points to good market dynamics for the full year. Sales in the first quarter are estimated at rising by 2% with good performances turned in by brushcutters ahead by 13,3%, trimmers gaining 10,8%, blowers and vacuums gaining 7% and robotic mowers surging by 28,6% plus an 80% leap for snow clearance equipment. On the other side, mowers and chainsaws were said to be down by 6,5% and 5% respectively.
An outline of the features of the distribution system at the press conference reported that the traditional outlets still prevail, specialized shops, hardware stores and garden centers which cover 80% of the market and that big shopping centers handle about 17% whereas electronic retailers account for 3%.
Aside from the Italian data trend, that for the European market is overall positive. Data recently elaborated by the European manufacturers association, EGMF, show total sales at more than 17 million units for 2% growth with especially positive performances turned in by robotic mowers and a sharp 31% increase for battery powered equipment, including mowers, chainsaws, brushcutters and trimmers, though their numbers on the market are still reduced.
The success of battery-powered equipment is also seen in Italy where these types of units soared by 47% in 2015 but are still marginal in the statistics by accounting for only 1% of mowers sold and 1.7% for chainsaws equipped with batteries.
Novello commented, “The data on battery powered machinery and equipment or robotic mowers are interesting for the market because they strongly show that the practicality and facility in the use of these means, other than innovative contents, are seen by the market as important factors capable of inciting decisions to purchase them, even in conditions which are not especially favorable. Moreover, innovation is one of the key factors for manufacturers in the sector which are called on to design technologies and develop products as regards design and ergonomics and new materials for professional and private and hobbyist use, those who evidently have different requirements but are equally asking for elevated quality standards,” he added.
