After two consecutive years of decline, Italy’s green machinery and technology sector returned to positive growth in 2024, registering a 1.5% increase in sales. More than 1.37 million units were sold across various product categories, with hedge trimmers, lawnmowers, brush cutters, and blowers leading the recovery. However, chainsaws and snowplows saw notable declines.
Data from the Comagarden manufacturers’ association reveals that the market expanded by 20,000 units compared to 2023, breaking a negative cycle that saw sales drop by 15.2% in 2022 and 9% in 2023. While still below the 2021 peak of 1.6 million units, the sector remains above pre-pandemic levels when annual sales averaged under 1.3 million. The growth is largely attributed to the rising popularity of gardening as a hobby and an increased focus on green lifestyles and personal well-being.
Sales Performance by Product Category
Hedge trimmers saw the highest growth, up 11%, with sales rising from 107,000 to 119,000 units.
Lawnmowers also performed strongly, increasing 9% from 210,000 to 228,000 units.
Robot lawnmowers hit a record high, selling 36,000 units—7% more than in 2023.
Brush cutters saw gains across both petrol-powered (+5%, from 221,000 to 231,000 units) and electric/battery-powered models (+9%, from 108,000 to 118,000 units).
Blowers experienced a 3% increase, with sales climbing from 152,000 to 157,000 units.
Despite the overall market rebound, chainsaw sales dropped 13%, declining by more than 40,000 units (from 338,000 to 295,000). The most dramatic decline was in snowplows, which saw a staggering 38% drop, reaching an all-time low of just 1,200 units sold—down from 2,000 in 2023. This reflects Italy’s shifting climate, with warmer winters and decreasing snowfall reducing demand.
The renewed interest in gardening equipment highlights a broader trend toward sustainability and outdoor living. While certain segments like chainsaws and snowplows face ongoing challenges, the overall market outlook remains positive as consumer preferences continue to evolve.