Boston, MA -- (SBWIRE) -- 08/18/2014 -- Gardening remained by far the smallest of the four main home and garden categories in Mexico in current value sales terms in 2013. Its comparatively small size reflected the fact that the local gardening culture has historically been underdeveloped, for a number of reasons. Most notably, Mexico is a highly urbanised country, and most urban consumers live in apartment blocks or other types of high-density housing complexes that do not have gardens. Even among Mexicans who live in detached or semi-detached houses that do have gardens, there has long been a tendency to hire professionals to mow lawns, trim hedges etc rather than undertake such tasks themselves. This is particularly true of middle and higher income homeowners.

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Competitive Landscape:

Truper Herramientas remained the overall leader in gardening in Mexico in 2013 with a value sales share of 7%. Offering a wide selection of good quality, competitively priced products under its Truper and Pretul brands, the company was the clear leader in the gardening hand and power tools, lawn mowers and watering categories. Also key to its success was an extensive distribution network that covers major chains and small independent retailers across the country. Scotts de Mexico SA de CV was the second leading player overall with a value share of 2%. The company held the lead in fertiliser thanks to the combined strength of its Scotts and Miracle-Gro ranges, and ranked second in pest control, where it offers the Ortho brand. Other prominent competitors in the highly fragmented gardening category included Industrias H24 SA de CV, Black & Decker SA de CV, Sulfatos Y Derivados SA de CV, Ames True Temper de Mexico S de RL de CV and Vigoro Industries Inc.

Industry Prospects:

While gardening as a whole will continue to develop positively over the forecast period, growth in total value sales at constant 2013 prices is expected to remain modest. As was the case during the review period, demand for gardening products will continue to be hampered by the fact that there is limited space for gardens in urban areas, where the majority of Mexicans live, as well as by the tendency of middle and higher income households to hire professional gardeners. Increasingly busy lifestyles and the poorly developed state of the local 'grow-your-own' culture will also restrict demand for gardening products.