During the opening conference of Euroflora, ANVE and Italian Trade Agency presented the results of the Italian Plant Nursery Observatory, a sector study conducted by Nomisma that provides a detailed and updated overview of the current state of the Italian plant nursery industry, which is becoming increasingly central and strategic for both the national and international economy, highlighting its strengths, challenges, and possible development paths.

A MACROECONOMIC SCENARIO FAVORABLE TO GREEN DEVELOPMENT

In a favorable macroeconomic context, with moderate GDP growth forecasts, low inflation, and a stable employment environment, the green market shows positive signals thanks to the increasing demand for products related to quality of life, such as urban, residential, and ornamental greenery. The PNRR, which allocated 210 million euros for urban forestation in 14 Italian metropolitan areas, also provides a significant boost for ornamental plant producers. At the same time, the growing interest in green maintenance (+30% of businesses between 2019 and 2024) demonstrates how environmental sensitivity is becoming an economic driver.

THE STRUCTURE OF THE SECTOR

According to the 2020 agricultural census, the nursery area covers over 31,800 hectares dedicated to the cultivation of ornamental plants, which remains the dominant production focus, with a system of 17,490 active businesses spread across Italy, with concentrations in regions such as Lombardy, Sicily, Puglia, Tuscany and Campania. The sector is dominated by businesses specializing in plant nursery production (54%), while the remainder consists of businesses involved in plant propagation, the forestry sector, as well as business producing aromatic and medicinal plants.

A SECTOR IMPACTING THE ECONOMY

The plant nursery industry generated a production value of 3.1 billion euros in 2023, accounting for 8.6% of the national agricultural output. The analysis, carried out on a sample of 378 active businesses, highlights revenue growth, which more than doubled between 2014 and 2023, and an increase in employment during the period. The number of employees in these businesses grew from 1,770 to over 3,000, indicating the sector’s vitality and unexpressed potential.

AN INDUSTRY WITH AN EXPORT VOCATION

The international dimension is one of the strengths of the Italian plant nursery industry. Exports exceeded 1.2 billion euros in 2023, with a growth rate of 5.4% compared to the previous year. Germany, France and the Netherlands remain the main export markets, but progress has also been made toward Switzerland, the United Kingdom and the United States, where Italian products are valued for their quality, traceability and variety.

S.W.O.T ANALYSIS

The SWOT analysis conducted by the study highlights several strengths of the sector: high-quality production, strong technical expertise, and the presence of internationally recognized districts. However, weaknesses are also emerging, such as the fragmentation of the entrepreneurial fabric, difficulties in investing in technological innovation, the lack of a statistical monitoring system, challenges in generational turnover, and a still poorly coordinated governance system.

Opportunities that the sector can leverage include the growing interest in green spaces and environmental well-being, the investment opportunities offered by policies such as the PNRR and European funds for projects related to sustainability, digitalization and urban forestry.

Threats that could hinder the sector’s growth include the demographic decline of the Italian population, the protectionist orientation of global trade policies, and international conflicts that could impact domestic demand for nursery products.

SUSTAINABILITY, INNOVATION AND ECOLOGICAL TRANSITION

More than 60% of businesses adopt sustainable agronomic practices, but only a minority (19%) benefit from public funding tools for the ecological transition. On the innovation front, there are encouraging but uneven signs: 70% of businesses have already invested in energy and water efficiency solutions, but the use of advanced digital technologies such as smart sensors, drones or predictive models remains limited to only 15% of businesses.

FOCUS ON THE MOST PROMISING TARGET MARKETS

Through a composite indicator developed by Nomisma, the Nomisma Opportunity Index, which combines economic, sociodemographic, regulatory and commercial trend indicators, the study identifies the most promising European markets for Italian exports. The Netherlands, Germany, France, the United Kingdom, Switzerland, Austria, Belgium, Spain, Poland and Romania lead the ranking, offering new commercial expansion opportunities.

PROPOSALS FOR THE SECTOR’S REVIVAL

The study concludes with a series of operational proposals identified as strategic levers for revitalizing the sector’s competitiveness, including: simplifying access to credit for micro and small businesses, improving financing mechanisms, promoting the digitalization of the supply chain, investing in the technical and entrepreneurial training of operators to facilitate the entry of new skilled professionals into the industry and thus support generational turnover, and making international promotion more strategic and structured through enhanced trade fair participation and targeted promotional activities in high-potential markets.

The path outlined by the Nomisma study is clear: only through synergistic collaboration between institutions, businesses and research will it be possible to address the systemic challenges related to the ecological transition, international competitiveness, sustainability and innovation in the production model.

The Italian plant nursery industry is ready to make a significant step forward. But there is a need for a shared vision, adequate tools and an industrial policy that meets the ambitions of a sector that today is one of the most successful and dynamic expressions of Made in Italy.