Der POS bleibt beim Gartenkauf entscheidend

Which information channels really drive outdoor furniture and sun protection purchase?

The 2025 smart report “Garten (Garden)” by Marketmedia24 provides a clear answer. In the German-speaking DACH region (Germany, Austria and Switzerland), the in-store environment is the most important information channel.

Across the region, 41.8% of consumers say they gather information directly in-store, making the retail environment more influential than online marketplaces, brand webshops or search engines. For many consumers, experiencing products live and comparing options continues to play a key role in the decision-making process.

The importance of it becomes even clearer when looking at different age groups. Among Best Agers, 51.3% rely on information in-store, while the share rises to 63.1% among senior consumers. At the same time, the on-the-ground retail environment also remains relevant for younger audiences. 35.8% of Mid Agers and 25.4% of Gen Z still use it as a source of product information.

Curious to explore the full picture?
The German-language Smart Report “Garten” offers comprehensive insights into information behaviour and purchase decisions in the DACH market. Thanks to Sonja Koschel and team, we can continue to highlight selected findings from the study here. But the full report stands as a rich reference for in-depth market understanding. So reach out for ‘growing forward’.