Urban consumers are reconnecting with nature, both indoors and out. From balcony gardens to carefully curated outdoor spaces, being close to greenery helps people feel healthier, more relaxed, and in control of their environment. This growing desire for nature-inspired living is driving a surge in demand for well-designed, eco-friendly garden products. So, what’s behind this boom and how can exporters seize the opportunity?

Globally Cool expert Carine contributed to a series of in-depth product fact sheets as part of our ongoing collaboration with the Centre for the Promotion of Imports from developing countries (CBI). The focus? The rising European demand for eco-friendly and design-driven garden products within the Home Decoration and Home Textiles (HDHT) sector.

This topic was further explored in a well-attended CBI webinar, co-hosted by Kees Bronk and Remco Kemper. The key message for exporters: there’s a real opportunity in the outdoor living trend, especially for those who combine sustainability, style, and smart market alignment.

A green shift in outdoor living

Gardening in Europe has changed significantly in recent years. It’s no longer just about growing plants; gardens are becoming curated spaces of relaxation, biodiversity, and sustainability. From balconies to backyards, consumers are investing in their outdoor environments in meaningful ways. This shift is driving demand for garden accessories that are both stylish and environmentally responsible.

To support exporters in this space, we developed eight fact sheets on high-potential garden/outdoor products:

• Plant pots
• Watering cans
• Birdhouses
• Garden furniture
• Hammocks
• Outdoor games and toys
• Picnic baskets
• Pet furniture

Each fact sheet offers up-to-date insights on topics like market potential, buyer requirements, and key product trends. It’s equipping entrepreneurs and SMEs with the knowledge they need to succeed in European markets.

The garden as a personal sanctuary

Today’s European consumers increasingly see their gardens and even balconies as personal sanctuaries that reflect well-being, sustainability, and style. This mindset shift is creating real opportunities for exporters from developing countries.

As highlighted in the CBI article “Why responsible gardening is important”, consumers are willing to spend on garden products that align with their values. That means:

• Natural and eco-friendly materials, along with artisan craftsmanship, stand out from mass-produced imports.
• Buyers are prioritising compliance with sustainability legislation, such as the EU Deforestation Regulation, and expect brands to uphold strong environmental standards.
• Exporters that meet these expectations, with products like bamboo plant pots, recycled-fibre birdhouses, FSC-certified wooden furniture, or thoughtfully designed watering cans, can access the mid- to high-end segments.

Beyond function, these garden products serve a deeper purpose. They support mental wellness through gardening and relaxation, allow consumers to express their personal style and values through design, and foster biodiversity. These emotional drivers are as vital as the products themselves.

Spotlight: how key products tap into trends

Among the garden products researched, several stand out for their combination of functionality, design, and environmental value.

Plant pots

Today’s consumers expect pots that not only serve a function but also complement home aesthetics: think terracotta, bamboo, or recycled materials. Eco-friendly production and stylish craftsmanship can give exporters a strong competitive edge.

Birdhouses

Birdhouses offer more than functional appeal. Decorative, handmade birdhouses made from natural or recycled materials are in demand, especially when they tell a story of craftsmanship and care for nature.

Watering cans

Watering cans are increasingly seen as design pieces in their own right. Those made with sustainable materials and ergonomic, visually appealing designs align well with European consumers’ desire for practical tools with personality and purpose.

Adding value through expertise

To complement these market insights, Kees Bronk and Remco Kemper took the virtual stage during the CBI webinar “Opportunities for exporting garden products to Europe.” The session provided participants with a broader understanding of:

• Current market trends in European outdoor living
• Consumer preferences for sustainability, design, and wellness
• Key success factors for entering and scaling in the European market.

The webinar reinforced that garden products are no longer seasonal or niche. In fact, they’re embedded in broader lifestyle movements tied to sustainability, wellbeing, and design-conscious living.

These resources do more than outline trends. They empower exporters to make their garden products market-ready. By positioning sustainability as a strength and aligning with European buyer expectations, exporters from developing countries can grow their visibility and impact.

 Curious about the latest in garden exports? Follow our garden export insight series on LinkedIn, Facebook or Instagram for fresh takes on Europe’s outdoor living trends.