The plant nursery industry continues to represent one of the flagship sectors of Made in Italy. With well-established production districts, significant economic value, and a key role in international markets, the industry remains a pillar of the national economy.

However, alongside positive performance, there are dynamics that deserve attention: the sector continues to grow, but with a slight decline; the trade balance remains positive, but margins are narrowing; and signs of increasing global competition are emerging.

These trends are outlined in the new Nomisma Report, presented at the conference “Exporting Green: the Italian plant nursery industry between global scenarios and new logistical challenges”, organized by ANVE as part of Greenitaly 2025. The study captures both the strengths and critical issues of an evolving industry.

Sector overview

With more than 31,854 hectares under cultivation and a production value of €1.7 billion in 2024, the Italian plant nursery industry remains a vital and expanding sector, driven by 17,490 companies specializing in outdoor ornamental plants.

Italy’s production system is highly competitive, thanks to specialized districts and robust local supply chains — such as Pistoia, which maintains both Italian and European leadership with over €230 million in exports.

Italy ranks among the world’s leading producers of ornamental plants: a position that highlights the quality and recognizability of Italian products and confirms Europe as the primary destination for exports.

Exports remain the main driver of the sector: in the first half of 2025, exports reached €665.7 million, marking moderate growth (+1.5%) compared to 2024. With €391.5 million, outdoor plants account for 59% of exports, with Germany, France, and the Netherlands as the main destination markets.

Despite overall stability and sustained growth, some warning signs are emerging. In the UK and Switzerland, Italy’s market share has slightly declined, while other European countries, like Spain, are gaining ground.

The Italian plant nursery industry remains a solid and competitive global leader but must now face the pressures of a complex economic and geopolitical context: rising logistics costs, stricter regulations, and growing competition from both EU and non-EU countries are reshaping export dynamics.

Data, tools, and digitalization to drive growth

The Nomisma report highlights the need for a more informed and connected management approach across the sector.
Among the key proposals is the creation of a National Plant Nursery Industry Observatory, dedicated to market monitoring, competition analysis, and strategic and operational support for companies.

At the same time, practical and accessible digital tools such as Phytoweb are taking on an increasingly important role. The platform provides up-to-date phytosanitary regulations and facilitates market knowledge, helping companies identify the correct export procedures. It serves as an operational ally to improve compliance, reduce errors, delays, and management costs, and foster safer, more transparent export operations.

Thanks to such tools, companies can focus on product quality without getting lost in the maze of international regulations.

The Nomisma report confirms that the Italian plant nursery industry remains a strategic, high-potential sector, but maintaining global leadership requires targeted investments in innovation, digitalization, logistics, and market analysis.

Only through these changes — and through the establishment of an integrated information network between institutions and businesses — will it be possible to turn the sector’s resilience into a lasting competitive advantage, continuing to export the excellence of Made in Italy plants as a model of identity and sustainability worldwide.