The exceptionally adverse weather in the spring of 2024 negatively impacted the entire garden sector. However, the consumer soil segment “held its own” for most producers and even grew for many of them. Here are the market trends from interviews with 12 leading companies.

At the risk of being repetitive, we must reiterate once again that spring 2024 was particularly cold and rainy, probably the worst in years, especially in northern Italy where bad weather continued until the beginning of summer, delaying gardening activities for hobbyists. Despite the adverse climate, which was compounded by an unstable geopolitical situation and the rising cost of raw materials, the consumer substrate market seems to have performed better than in 2023.

The early months of 2025 give us hope that we won’t have to repeat the same unfavorable weather premise in next year’s special report. Although sales were a bit “stuttering” at the beginning of the year, almost all those interviewed agree that spring saw growth and the season extended into June/July, thanks to a mild and stable climate.

Among the trends that characterized the sector in 2024, there was an increase in demand for specific, premium products with greater added value. This was accompanied by a request for more eco-sustainable soils (including in their packaging) and more practical formats, especially from younger consumers. However, those interviewed also noted the consistent stability of universal potting soil, which remains a bestseller.

Regarding the very current topic of peat-free soils, companies are divided. Some believe the demand comes only from retailers and not from end consumers, who are still unaware of the issue. Others, however, sense the opposite trend. The fact remains that virtually all companies are offering soils with alternative materials (wood or coconut fiber, vegetable pellets, green compost), even though changing the habits and demands of Italian gardeners seems to be a rather slow process.

www.arber.it
www.cargill.it
www.cifo.it
www.compo-hobby.it
www.fertil.it
www.florenter.it
www.italianaterricci.com
www.sementidotto.it
www.tercomposti.com
www.terflor.it
www.vigorplant.com
www.vithalgarden.com