Gardening in Singapore

GARDENING IN SINGAPORE
Euromonitor International
June 2016
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 1
Prospects ..................................................................................................................................... 2
Category Data .............................................................................................................................. 2
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Sales of Gardening by Category: Value 2010-2015 ..................................... 2

Sales of Gardening by Category: % Value Growth 2010-2015 .................... 3
NBO Company Shares of Gardening: % Value 2011-2015 .......................... 3
LBN Brand Shares of Gardening: % Value 2012-2015 ................................ 4
Distribution of Gardening by Format: % Value 2010-2015 ........................... 4
Forecast Sales of Gardening by Category: Value 2015-2020 ...................... 5
Forecast Sales of Gardening by Category: % Value Growth 20152020 ............................................................................................................. 5
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HEADLINES
Gardening registers current retail value growth of 1% to reach S$93 million in 2015
Microgreens drive growth in seeds
Seeds registers the strongest current retail value growth of 1%
Bio-Flora (Singapore) Pte Ltd leads with a retail value share of 4%
Gardening is expected to register a retail value CAGR of 1% (constant 2015 prices) over the
forecast period to reach S$97 million in 2020
TRENDS
Gardening is mostly perceived as a pastime for Singaporeans. However, gardening is unique
in Singapore as the area available for gardening is very limited for the majority of consumers
usually along the corridors of their apartments. With a small area to take care of, gardening
is hence seen less as a chore. Wealthier consumers live in landed properties which have
more space for gardening activities and often engage external vendors to maintain their
gardens.
Contrary to popular belief, the grey tide (ie older consumers) is not the main driver of growth
in the gardening category. Gardening activities are gaining popularity among the younger
generation, with many growing food for their own consumption. This is also in line with
growing interest in healthy eating. Hence, microgreens are gaining popularity as these are
can be grown in small apartments and are packed with more nutrients than their mature
counterparts.
Current retail value growth in gardening was slower in 2015 than the categorys review period
CAGR as the poor economy restricted consumer spending on gardening products.
As microgreens became popular in 2015, seeds outperformed other categories in terms of
retail value growth. Pots and planters was the second-best performer as these products are
needed to grow plants and seeds in small apartments. However, its growth rate did not match
that of seeds as seeds are more versatile and can be grown in DIY trays or common jars.
Lawn mowers remained negligible in Singapore as majority of the people do not have a
garden. Only wealthier people have access to landed properties that have greater space.
Also, landed properties are limited in supply, which makes demand for lawn mowers even
smaller. The presence of gardening power tools is limited for the same reason.
Horticulture products are mostly bought through home improvement and gardening stores
where knowledgeable staff are available to answer consumers questions. Gardening
equipment, on the other hand, is also often bought from variety stores other than gardening
specialty stores as variety stores provide convenience. Internet retailing gained retail value
share due to increased interest from younger and more internet-savvy consumers.
COMPETITIVE LANDSCAPE
Bio-Flora led sales in 2015 with a retail value share of 4% despite the fragmented nature of
gardening. Bio-Floras core business is on growing media, with a variety of fertilisers and
planting media to suit different consumer needs. For example, it has three different types of
fertilisers (organic, inorganic and slow release). Price-sensitive consumers who are less
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concerned with health concerns can purchase inorganic fertilisers while health-conscious
consumers who grow for their own consumption can purchase organic fertilisers.
Although Ikea, managed by Ikano Pte Ltd, sells indoor plants, its value share in indoor plants
is still not comparable to specialist gardening stores. Enthusiasts accounted for the bulk of
retail value sales while Ikea caters mainly to more casual consumers who wish to decorate
their residence.
Due to the delicate nature of horticulture, local manufacturers account for the bulk of retail
value sales. Importing horticulture products is riskier than producing them locally. On the other
hand, for growing media as well as gardening equipment, international manufacturers had
more presence than local ones.
There were no large-scale advertisements or campaigns in Singapore but small scale ones
were common. For example, Easi Garden, a producer, regularly holds workshops and talks to
educate local consumers about the benefits of urban farming, and shares gardening tips.
As the culture of urban farming is still young, consumers are not willing to take risks by
purchasing premium products but rather start off with standard products. Hence, products that
are affordably priced are more popular than premium products.
PROSPECTS
Interest in urban farming as well as knowledge sharing is expected to increase with seeds
expected to register the highest retail value CAGR over the forecast period. As growing seeds
is ultimately a time commitment, it will drive value growth of indoor plants downwards as
consumers have less time to maintain these indoor plants. Health concerns are also expected
to increase over the forecast period, which will make usage of chemical pesticides less
frequent.
Smart homes have been a topic of discussion and there are predictions about how homes will
be transformed over the forecast period. However, it is unlikely that gardening will become
smart in Singapore within the period. Firstly, the small size of the gardening category makes
it non-cost-effective to import or create such technology for gardening activities. Secondly, the
main value sales in gardening still comes from older consumers and gardening gives this
group a sense of nostalgia about when they lived in a kampong. Engaging in technology
defeats the purpose of gardening for them.
Seeds had a small value size in 2015 and has potential to grow the most as the momentum of
increased interest among the younger generation will continue to build. Pots and planters is
also expected to grow in line with seeds as the two categories are complementary.
CATEGORY DATA
Table 1
Sales of Gardening by Category: Value 2010-2015
SGD million
Garden Care
- Growing Media
-- Fertiliser
-- Soil
- Plant Protection
-- Pest Control
2010
2011
2012
2013
2014
2015
30.7
26.5
9.4
17.2
4.2
4.2
31.5
27.2
9.7
17.6
4.3
4.3
32.3
27.9
9.9
18.0
4.4
4.4
33.0
28.5
10.2
18.4
4.5
4.5
33.6
29.0
10.4
18.6
4.6
4.6
33.7
29.1
10.5
18.7
4.6
4.6
-- Herbicides
Gardening Equipment
- Gardening Hand Tools
- Gardening Power Tools
- Lawn Mowers
-- Walk Power Lawn Mowers
-- Riding Lawn Mowers
-- Robotic Lawn Mowers
- Watering
Horticulture
- Bedding Plants
- Indoor Plants
- Seeds
- Trees/Shrubs
- Other Horticulture
Pots and Planters
Other Gardening
Gardening
Source:
Passport
6.3
6.3
35.1
0.6
31.5
1.6
0.1
1.3
12.5
84.6
6.4
6.4
36.1
0.6
32.5
1.6
0.1
1.2
12.8
86.9
6.6
6.6
37.0
0.7
33.5
1.7
0.1
1.0
13.1
89.0
6.7
6.7
37.8
0.7
34.4
1.7
0.2
0.9
13.4
90.9
6.8
6.8
38.5
0.7
35.2
1.8
0.2
0.8
13.6
92.6
6.8
6.8
38.9
0.7
35.5
1.8
0.2
0.8
13.7
93.2
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2
Sales of Gardening by Category: % Value Growth 2010-2015
% current value growth
Garden Care
- Growing Media
-- Fertiliser
-- Soil
- Plant Protection
-- Pest Control
-- Herbicides
Gardening Equipment
- Lawn Mowers
- Watering
Horticulture
- Bedding Plants
- Indoor Plants
- Seeds
- Trees/Shrubs
Pots and Planters
Other Gardening
Gardening
Source:
2014/15
2010-15 CAGR
2010/15 Total
0.3
0.3
0.5
0.2
0.5
0.5
0.5
0.5
1.0
0.8
1.0
1.2
1.0
0.9
1.0
0.7
1.9
1.9
2.2
1.7
1.9
1.9
1.8
1.8
2.1
2.1
2.4
2.7
2.2
-9.2
1.9
2.0
9.8
9.8
11.6
8.8
9.6
9.6
9.2
9.2
10.9
11.0
12.7
14.0
11.3
-38.3
10.1
10.2
Table 3
NBO Company Shares of Gardening: % Value 2011-2015
% retail value rsp

Company
2011
2012
2013
2014
2015
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Bio-Flora (Singapore)
Pte Ltd
Ikano Pte Ltd
Others
Total
Source:
3.6
3.8
4.0
4.2
1.3
95.3
100.0
1.4
95.0
100.0
1.5
94.7
100.0
1.6
94.4
100.0
1.6
94.2
100.0
Table 4
LBN Brand Shares of Gardening: % Value 2012-2015
% retail value rsp

Brand (GBO)
Company (NBO)
Bio-Flora
Bio-Flora (Singapore)
Pte Ltd
Ikano Pte Ltd
IKEA (Inter Ikea

Systems BV)
Others
Total
Source:
3.4
Others
Total
2012
2013
2014
2015
3.6
3.8
4.0
4.2
1.4
1.5
1.6
1.6
95.0
100.0
94.7
100.0
94.4
100.0
94.2
100.0
Table 5
Distribution of Gardening by Format: % Value 2010-2015
% retail value rsp
Store-Based Retailing
- Grocery Retailers
-- Supermarkets
-- Hypermarkets
-- Discounters
-- Other Grocery
Retailers
- Mixed Retailers
-- Department Stores
-- Mass Merchandisers
-- Variety Stores
-- Warehouse Clubs
- Non-Grocery Specialists
-- Home and Garden
Specialist Retailers
--- Home Improvement
and Gardening Stores
--- Homewares and Home
Furnishing Stores
-- Other Non-Grocery
Specialists
Non-Store Retailing
- Homeshopping
- Internet Retailing
- Direct Selling
Total
Source:
2010
2011
2012
2013
2014
2015
99.4
9.6
9.6
-
99.4
9.6
9.6
-
99.3
9.6
9.6
-
99.3
9.6
9.6
-
99.3
9.6
9.6
-
99.2
9.2
9.2
-
1.1
1.1
88.7
88.7
1.2
1.2
88.6
88.6
1.2
1.2
88.5
88.5
1.3
1.3
88.5
88.5
1.3
1.3
88.4
88.4
1.7
1.7
88.3
88.3
84.6
84.5
84.5
84.6
84.6
84.6
4.1
4.1
4.0
3.9
3.8
3.7
0.0
0.6
0.6
100.0
0.6
0.6
100.0
0.7
0.7
100.0
0.7
0.7
100.0
0.7
0.7
100.0
0.8
0.8
100.0
Table 6
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Forecast Sales of Gardening by Category: Value 2015-2020
SGD million
Garden Care
- Growing Media
-- Fertiliser
-- Soil
- Plant Protection
-- Pest Control
-- Herbicides
Gardening Equipment
- Lawn Mowers
- Watering
Horticulture
- Bedding Plants
- Indoor Plants
- Seeds
- Trees/Shrubs
Pots and Planters
Other Gardening
Gardening
Source:
Table 7
2015
2016
2017
2018
2019
2020
33.7
29.1
10.5
18.7
4.6
4.6
6.8
6.8
38.9
0.7
35.5
1.8
0.2
0.8
13.7
93.2
33.9
29.3
10.5
18.8
4.6
4.6
6.9
6.9
39.3
0.7
35.8
1.8
0.2
0.8
13.9
93.9
34.1
29.5
10.6
18.9
4.6
4.6
6.9
6.9
39.5
0.7
36.0
1.8
0.2
0.8
14.1
94.6
34.4
29.8
10.7
19.1
4.6
4.6
7.0
7.0
39.8
0.7
36.2
1.9
0.2
0.8
14.3
95.4
34.7
30.2
10.9
19.4
4.5
4.5
7.1
7.1
39.9
0.7
36.3
1.9
0.2
0.8
14.6
96.3
35.2
30.8
11.0
19.8
4.5
4.5
7.2
7.2
40.0
0.7
36.4
1.9
0.2
0.8
14.8
97.3
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast Sales of Gardening by Category: % Value Growth 2015-2020
% constant value growth
Garden Care
- Growing Media
-- Fertiliser
-- Soil
- Plant Protection
-- Pest Control
-- Herbicides
Gardening Equipment
- Lawn Mowers
- Watering
Horticulture
- Bedding Plants
- Indoor Plants
- Seeds
2015/2016
2015-20 CAGR
2015/20 TOTAL
0.5
0.5
0.6
0.5
0.2
0.2
0.7
0.7
0.8
0.7
0.8
1.3
0.9
1.1
1.0
1.1
-0.4
-0.4
1.1
1.1
0.5
0.3
0.5
1.6
4.6
5.6
5.3
5.8
-2.2
-2.2
5.6
5.6
2.8
1.6
2.5
8.4
- Trees/Shrubs
Pots and Planters
Other Gardening
Gardening
Source:
Passport
0.9
0.8
1.2
0.7
0.6
0.5
1.6
0.9
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
2.9
2.4
8.0
4.4

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GARDENING IN SINGAPORE

LIST OF CONTENTS AND TABLES

Sales of Gardening by Category: Value 2010-2015 ..................................... 2

Sales of Gardening by Category: Value 2010-2015

Sales of Gardening by Category: % Value Growth 2010-2015

% current value growth

NBO Company Shares of Gardening: % Value 2011-2015

% retail value rsp

LBN Brand Shares of Gardening: % Value 2012-2015

% retail value rsp

IKEA (Inter Ikea

Distribution of Gardening by Format: % Value 2010-2015

% retail value rsp

Forecast Sales of Gardening by Category: Value 2015-2020

Forecast Sales of Gardening by Category: % Value Growth 2015-2020

% constant value growth

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