Table of Contents
Introduction
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- Definitions
- Abbreviations
Future Opportunities
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- Experience is All
- Prove It
Executive Summary
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- The market
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- Figure 1: Consumer spend on garden products, 2007-12
- Figure 2: Actual and forecast consumer spend on garden products, 2006-16
- Market factors
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- Figure 3: Have a garden or allotment, by age and lifestage, 2011
- Companies, brands and innovation
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- Figure 4: Retail sales of garden products, by outlet type, 2011
- The consumer
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- Figure 5: Bought any garden products and bought online in the last year, by age, March 2012
- Figure 6: Factors that influence where people shop for garden products, March 2012
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- Figure 7: Factors that influence where people shop for garden products, March 2012
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- Figure 8: Factors considered important to shopping at garden centres, March 2012
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- Figure 9: Target groups for garden products, March 2012
- What we think
Issues in the Market
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- In today’s tough times young people appear to be cutting their garden spending the most, so what can retailers do to encourage younger shoppers?
- How much shopping for garden products is being done online?
- Is online discounting becoming a disruptive issue for garden retailers?
- What are garden centre retailers doing to grow their businesses in the economic squeeze?
- Sustainability is a growing theme among suppliers and retailers, but does it chime with consumer sentiments?
Internal Market Environment
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- Key points
- Interest in gardening
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- Figure 10: Interest in gardening – garden regularly or occasionally, 2010 and 2011
- Figure 11: Interest in gardening – garden regularly or occasionally, by age and lifestage, 2011
- More than 20 million gardens
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- Figure 12: Have a garden or allotment, 2007 and 2011
- Garden ownership increases with age
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- Figure 13: Have a garden or allotment, by age and lifestage, 2011
- Homeowners more likely to have gardens
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- Figure 14: Have a garden or allotment, by household tenure, 2011
- How does your garden grow?
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- Figure 15: Garden contents, 2011
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- Figure 16: Garden contents, by socio-economic group, 2011
- Who grows their own?
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- Figure 17: Fruit and vegetables in the garden, by age and lifestage, 2011
- Weather issues
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- Figure 18: Mean annual temperature, summer temperature and summer sunshine hours, 2000-11
- Renewed interest in garden publications
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- Figure 19: Circulation figures for gardening publications, 2010 and 2011
Broader Market Environment
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- Key points
- Ageing population positive news for garden retailing
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- Figure 20: Trends in the age structure of the UK population, 2006-16
- Scales continue to tip towards ABs
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- Figure 21: Forecast adult population trends, by socio-economic group, 2006-16
- Cool economic conditions make consumers nervous...
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- Figure 22: Trends in consumer sentiment for the coming year, March 2009-March 2012
- ...but older consumers appear less affected
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- Figure 23: Trends in the impact of the economic downturn on consumers, March 2012
- Entertaining at home
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- Figure 24: Agreement with the statement ‘I enjoy entertaining people at home’, 2007-11
- School gardening
- Putting a price on the environment
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- Figure 25: Agreement with the statement ‘I would be prepared to pay more for environmentally friendly products’, 2007-11
- Is gardening always green?
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- Figure 26: Perfect for Pollinators label, 2011
- A world using less peat
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- Figure 27: Growing Media Initiative logo, 2012
- A connected world
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- Figure 28: Selected electronic products/services have at home, July 2009-January 2012
Competitive Context
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- Key points
- Consumer spending on products for the home
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- Figure 29: UK consumer spending on selected home products, 2007-11
- Spending priorities
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- Figure 30: What extra money is spent on, March 2010-March 2012
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Refits and higher standards
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- Figure 31: Images of the new Squire’s Garden Centre at Shepperton, opened March 2011
- Creating allotments on-site
- Click & Collect
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- Figure 32: Garden Centre Group, click and collect logo, 2012
- Sustainable retailing
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- Figure 33: Dobbies, electric car charger, 2011
- Next – a new format
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- Figure 34: Next Home & Garden, 2011
Market Size and Segmentation
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- Key points
- Market for garden products
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- Figure 35: Consumer spend on garden products, 2007-12
- Market segmentation
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- Figure 36: Market for garden products, by value, 2011
- Figure 37: Market for garden products, by segment, by value, 2010 and 2011
- Robust performance for plants and garden chemicals
- Big-ticket items take a hit
- Garden furniture
- Barbecues
- Outlook
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- Figure 38: Actual and forecast consumer spend on garden products, 2006-16
Space Allocation Summary
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- Figure 39: Garden centres estimated space allocations, May 2012
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- Figure 40: Garden centres: Summary external area space allocation, May 2012
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- Figure 41: Garden centres: Summary internal area space allocation, May 2012
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Retail Product Mix
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- Internal vs external
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- Figure 42: Garden Centres: Summary weighted average space allocations, May 2012
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- Figure 43: Summary weighted average space allocation by core products, May 2012
Companies and Products
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- Key points
- Leading garden centres
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- Figure 44: Leading garden centre retailers, by number of outlets, 2006-12
- The Garden Centre Group (formerly Wyevale)
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- Figure 45: Financial performance of The Garden Centre Group Limited, 2009 and 2010
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- Figure 46: Garden Centre Group summary external space allocation estimates, May 2012
- Figure 47: Garden Centre Group summary internal space allocation estimates, May 2012
- Dobbies Garden Centres
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- Figure 48: Financial performance of Dobbies Garden Centres Plc, 2010 and 2011
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- Figure 49: Dobbies summary external space allocation estimates, May 2012
- Figure 50: Dobbies summary internal space allocation estimates, May 2012
- Klondyke
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- Figure 51: Financial performance of Klondyke Group Limited, 2009 and 2010
- Notcutts
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- Figure 52: Financial performance of Notcutts Limited, 2009 and 2011
- Hillier
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- Figure 53: Financial performance of Hillier Nurseries Limited, 2010 and 2011
- Squire’s
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- Figure 54: Financial performance of DJ Squire & Co Limited, 2010 and 2011
- Blue Diamond
- Garden & Leisure Group
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- Figure 55: Financial performance of The Garden and Leisure Group Limited, 2009 and 2010
- Other garden centres
- DIY stores
- B&Q
- Homebase
- Wickes
- Other outlets
- Argos
- John Lewis
- Wilkinson
- Next
- The Range
- Supermarkets
- Home shopping retailers
- Website visits
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- Figure 56: Visits to selected retailer websites, March 2011-March 2012
- Figure 57: Visits to selected garden products websites, March 2011-March 2012
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- Figure 58: Share of visits to selected garden products websites, March 2012
- Crocus
- Garden Bargains
- Other
Channels of Distribution
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- Key points
- Sales of garden products by outlet type
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- Figure 59: Retail sales of garden products, by outlet type, 2010 and 2011
- Garden centres hold onto market share
- B&Q dominates the DIY sector
- Supermarkets raise their game
- Other
- Online garden sales
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- Figure 60: Retail sales of garden products, all and online, 2010 and 2011
- What the customers say
- Where are they shopping for garden things?
Brand Communication and Promotion
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- Key points
- Main media advertising
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- Figure 61: Main media advertising expenditure, garden products, 2007-11
- Fragmented advertising
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- Figure 62: Main media advertising expenditure, garden products, by company, 2007-11
- Press dominates media expenditure
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- Figure 63: Main media advertising expenditure by garden centres, by media type, 2007-11
- Seasonality
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- Figure 64: Monthly main media advertising expenditure, garden products, 2011
The Consumer – Purchasing Patterns
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- Key points
- Purchasing patterns for garden products including online purchases
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- Figure 65: Garden products purchased in the last year, March 2012
- The most popular product groups
- Which products are being bought online?
- Profile of the shoppers
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- Figure 66: Garden products purchased in the last year – plants, by age and ACORN category, March 2012
- Online shoppers have a younger profile
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- Figure 67: Garden products purchased in the last year – any and online, by age, March 2012
- How many types of garden products do they buy?
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- Figure 68: Repertoire of garden products purchased in the last year, March 2012
The Consumer – Factors that Influence Choice of Where to Shop
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- Key points
- What influences where they choose to shop?
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- Figure 69: Factors that influence where people shop for garden products, March 2012
- Garden centres a popular destination
- Getting the best price
- See before you buy
- Advice and expertise
- High-quality garden products
- The image of online shopping
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- Figure 70: Factors that influence where people shop for garden products, March 2012
- The role of discounting
- Who wants Click & Collect?
The Consumer – What They Think Important About Garden Centres
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- Key points
- Factors considered important to consumers
- How many factors are important?
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- Figure 71: Repertoire of factors considered important to shopping at garden centres, March 2012
- Better prices tops list of factors considered important
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- Figure 72: Factors considered important to shopping at garden centres, March 2012
- Of course they want better prices
- Brands matter
- Home-grown
- Destination shopping
- Getting out of the house
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- Figure 73: Reasons for eating at in-store restaurants, by sector, September 2011
- Special events please
- Environmental factors
- How do I get the look?
The Consumer – Target Groups
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- Key points
- Four main customer types for garden products
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- Figure 74: Target groups for garden products, March 2012
- Self-reliant Gardeners (44%)
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- Figure 75: Garden products purchased in the last year – Self-reliant Gardeners, March 2012
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- Figure 76: Factors that influence where they choose to shop for garden products – Self-reliant Gardeners, March 2012
- Factors important about garden centres
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- Figure 77: Factors considered important about garden centres – Self-reliant Gardeners, March 2012
- Garden Centre Groupies (23%)
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- Figure 78: Garden products purchased in the last year – Garden Centre Groupies, March 2012
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- Figure 79: Factors that influence where they choose to shop for garden products – Garden Centre Groupies, March 2012
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- Figure 80: Factors considered important about garden centres – Garden Centre Groupies, March 2012
- Thrifty Gardeners (25%)
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- Figure 81: Garden products purchased in the last year – Thrifty Gardeners, March 2012
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- Figure 82: Factors that influence where they choose to shop for garden products – Thrifty Gardeners, March 2012
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- Figure 83: Factors considered important about garden centres – Thrifty Gardeners, March 2012
- Astute Gardeners (8%)
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- Figure 84: Garden products purchased in the last year – Astute Gardeners, March 2012
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- Figure 85: Factors that influence where they choose to shop for garden products – Astute Gardeners, March 2012
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- Figure 86: Factors considered important about garden centres – Astute Gardeners, March 2012
Appendix – The Consumer – Purchasing Patterns
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- Figure 87: Most popular garden products purchased in the last year, by demographics, March 2012
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- Figure 88: Next most popular garden products purchased in the last year, by demographics, March 2012
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- Figure 89: Other garden products purchased in the last year, by demographics, March 2012
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- Figure 90: Garden products purchased online in the last year, by demographics, March 2012
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- Figure 91: Repertoire of garden products purchased in the last year, by demographics, March 2012
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Appendix – The Consumer – Factors That Influence Choice of Where to Shop
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- Figure 92: Factors that influence where people shop for garden products, by demographics, March 2012
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- Figure 93: Factors that influence where people shop for garden products – online shoppers, March 2012
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- Figure 94: Attitudes towards shopping at garden centres – online shoppers, March 2012
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Appendix – The Consumer – What They Think Important About Garden Centres
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- Figure 95: Most popular attitudes towards shopping at garden centres, by demographics, March 2012
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- Figure 96: Next most popular attitudes towards shopping at garden centres, by demographics, March 2012
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- Figure 97: Other attitudes towards shopping at garden centres, by demographics, March 2012
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- Figure 98: Repertoire of attitudes towards shopping at garden centres, by demographics, March 2012
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Appendix – The Consumer – Target Groups
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- Figure 99: Target groups, by demographics, March 2012
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- Figure 100: Factors that influence where people shop for garden products, by target groups, March 2012
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- Figure 101: Garden products purchased in the last year, by target groups, March 2012
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- Figure 102: Attitudes towards shopping at garden centres, by target groups, March 2012
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- Figure 103: Garden products purchased in the last year, by most popular attitudes towards shopping at garden centres, March 2012
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- Figure 104: Garden products purchased in the last year, by next most popular attitudes towards shopping at garden centres, March 2012
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- Figure 105: Garden products purchased in the last year, by other attitudes towards shopping at garden centres, March 2012
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- Figure 106: Factors that influence where people shop for garden products, by most popular attitudes towards shopping at garden centres, March 2012
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- Figure 107: Factors that influence where people shop for garden products, by next most popular attitudes towards shopping at garden centres, March 2012
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- Figure 108: Factors that influence where people shop for garden products, by other attitudes towards shopping at garden centres, March 2012
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- Figure 109: Garden products purchased in the last year – online shoppers, by attitudes towards shopping at garden centres, March 2012
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- Figure 110: Factors that influence where people shop for garden products – online shoppers, by attitudes towards shopping at garden centres, March 2012
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- Figure 111: Repertoire of garden products purchased in the last year, by target groups, March 2012
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