Competitive Landscape
Husqvarna and Al-Ko Sustain Leadership through Urban Innovation
Gardening in Italy remained highly fragmented in 2025, with no single company holding a dominant share. The leading company, Husqvarna Italia Spa, held only a 4% retail value share, followed by Al-Ko Kober GmbH Srl at 3% and Honda Motor Europe Ltd Italia at 3%.
Gardena Targets Urban Gardeners with Compact Hose Innovation
A notable innovation for the coming year is Gardena’s launch of the portable hose reel duo, Move and Movematic, set for the 2026 season. These products address the growing trend of urban and small-space gardening, offering ultra-compact, lightweight, and space-saving watering solutions designed specifically for balconies, terraces, and small gardens.
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Overview:
Understand the latest market trends and future growth opportunities for the Gardening industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Gardening industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Gardening in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Gardening in Italy?
- Which are the leading brands in Gardening in Italy?
- How are products distributed in Gardening in Italy?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Gardening?
- Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Gardening?
- Where is future growth expected to be most dynamic?
Gardening in Italy - Category analysis
Key Data Insights
Gardening Summary
Viridea Adapts Range and Advice to Urban Gardening Surge
Compo and Vigorplant Shift Inputs Towards Certified Sustainability
Stiga and Rain Drive Smart Gardening with Battery and App Innovation
Companies to Accelerate Urban Growth as Households Diversify
Robotic Mowers and Smart Irrigation to Reshape Equipment Sales Trajectory
Service Models Set to Evolve as Diy and Difm Audiences Diverge
Husqvarna and Al-Ko Sustain Leadership through Urban Innovation
Gardena Targets Urban Gardeners with Compact Hose Innovation
Leading Home Improvement and Gardening Stores Leroy Merlin, Obi and Tecnomat Drive Omnichannel Consolidation
Amazon.It and Manomano Fuel E-Commerce Gains in Compact Formats
Obi and Viridea Reinvent Garden Shopping through Experience and Proximity
Home and Garden in Italy - Industry Overview
2025 Developments
Key Data Insights
Overall Decline, but Households Continue to Invest in Gardens
Ikea and Coincasa Enable Affordable Home Refreshes
Stiga and Gardena Capitalise on Outdoor Living as Gardening Outperforms
Outdoor Living Set to Continue to Contribute to Growth, with Climate-Adapted Products Popular
Ikea and Coincasa to Boost Homewares and Home Furnishings with Value
Digital Innovation and Omnichannel Services Set to Reshape Consumer Expectations and Business Strategies
Ikea Extends Its Lead with Omnichannel Strategy and Design Innovation
Homewares and Home Furnishing Stores Defends Channel Leadership as E-Commerce Grows
Alessi and Natuzzi Advance Retail Formats
Country Reports Disclaimer
The following categories and subcategories are included:
Gardening
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- Fertiliser
- Soil
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- Pest Control
- Herbicides
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- Gardening Hand Tools
- Gardening Power Tools
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- Walk Power Lawn Mowers
- Riding Lawn Mowers
- Robotic Lawn Mowers
- Watering
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- Indoor Plants
- Seeds
- Other Horticulture
- Pots and Planters
- Other Gardening
Gardening
Includes: products purchased by consumers through retail channels. Excludes: commercial sales to professional landscapers / groundskeepers / tradesman / contractors etc for gardening / landscaping. Excludes: outdoor furniture, be it self-assembly or ready-made, which is tracked under Outdoor Furniture. Excludes: Barbecues and Garden Sheds, which are tracked under Outdoor Living
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Gardening research and analysis database.
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