Garden Products Retailing - UK - July 2013

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Actual and forecast consumer spend on garden products, 2008-18
Figure 2: Consumer spend on garden products, by segment, 2012
Market factors
How many gardens?
Figure 3: Percentage of people with or without a garden or outdoor space, March 2013
Rainy days
More gardeners
Barbecuing in the garden
Pent-up demand
Companies and distribution
Figure 4: Retail sales of garden products, by outlet type, 2012
Figure 5: Percentage of garden products sales online, by value, 2008-12
The consumer
Figure 6: Responsibility for the garden, June 2013
Figure 7: Types of garden, June 2013
Figure 8: Any garden products purchased in the last twelve months, by age and socio-economic group, March 2013
Figure 9: Garden products purchased in the last twelve months, March 2013
Figure 10: Garden products purchased in the last twelve months, bought any and bought any online, March 2013
Figure 11: Buying garden products, March 2013
Figure 12: Plans for the garden for the next twelve months, March 2013
Gardens associated with relaxation
Figure 13: Attitudes to the garden, June 2013
What we think
ISSUES IN THE MARKET
Are people flocking to buy garden products online?
Is there a future for independents in garden retailing?
How important are cafés and restaurants at garden centres?
Do DIY retailers have a strong following of garden shoppers?
Is competition intensifying?
TREND APPLICATION
Trend: Sense of the Intense
Trend: The Real Thing
Mintel Futures: Generation Next
INTERNAL MARKET ENVIRONMENT
Key points
Who has a garden?
Figure 14: Type of garden, June 2013
Paving over the plot
Grow your own
Wet summers
Figure 15: Rainfall, percentage above or below monthly average, UK, 2012
Creating a rain garden
Garden titles have falling circulation
Figure 16: average net print per issue, gardening publications, 2011 and 2012
Figure 17: Digital edition Gardening magazines by average net circulation per issue (UK/RoI), July-December 2012
Many wait for allotments
Community gardening
Getting children gardening
Protecting bees
British products
BROADER MARKET ENVIRONMENT
Key points
Ageing population positive news for garden retailing
Figure 18: Trends in the age structure of the UK population, 2007-17
The socio-economic split
Figure 19: Forecast adult population trends, by socio-economic group, 2008-18
Consumer confidence rises
Figure 20: Trends in consumer sentiment for the coming year, April 2009-13
Figure 21: Consumer sentiment for the coming year, April 2013
Entertaining at home
School gardening
Putting a price on the environment
Figure 22: PRIORITY PLACED ON BEING GREEN IN THE COMING YEAR, JANUARY 2012
A connected world
Figure 23: Technology products owned, September 2012-January 2013
COMPETITIVE CONTEXT
Key points
What consumers spend on their homes and gardens
Figure 24: Consumer spend on selected household categories, 2008-12
Spending priorities
Figure 25: Trends in what extra money is spent on, April 2010-13
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Refurbishment raises the bar
Dobbies Edinburgh improves range of concessions
Leisure activities for families
Notcutts shores up online offering
Waitrose enters garden retailing
MARKET SIZE AND SEGMENTATION
Key points
Forecast
Figure 26: Consumer spend on garden products, 2008-18
Figure 27: consumer spend on garden products, at current and constant 2013 prices, 2008-18
Wet weather dampens demand
Figure 28: Consumer spend on garden products, 2007-12
Plants – A third of spend
Figure 29: Consumer spend on garden products, by segment, 2012
Plant sales hold up best
Figure 30: Consumer spend on garden products, by segment, 2008-12
What people spent in detail
Figure 31: Consumer spend on garden products, by detailed segment, 2008-12
Plants and seeds sell well
Poor sales for powered tools
Fertilizers and weed killers in demand
Garden furniture falls
Always time for a barbecue
Storing all that stuff
Retailer response to tough trading conditions
SPACE ALLOCATION SUMMARY
Summary data
Figure 32: Garden products retailers outdoor space allocation, June 2012
Figure 33: Garden products retailers indoor space allocation, June 2012
Detailed space allocation estimates
Figure 34: Garden products retailers: Internal – external sales area, June 2013
Figure 35: Garden products retailers: Detail space allocation estimates, June 2012
Sales mix
COMPANIES AND PRODUCTS
Key points
 LEADING GARDEN CENTRES
Figure 36: Selected leading garden centre retailers, by number of outlets, 2008-13
The Garden Centre Group
Figure 37: Key financials for The Garden Centre Group Trading Limited, 2010 and 2011
Dobbies Garden Centres
Figure 38: Key financials for Dobbies Garden Centres Limited, 2011 and 2012
Klondyke
Figure 39: Key financials for Klondyke Group Limited, 2011 and 2012
Notcutts
Figure 40: Key financials for Notcutts Group Limited, 2011 and 2012
Hillier
Figure 41: Financial performance of Hillier Nurseries Limited, 2010 and 2011
Squire’s
Figure 42: Key financials for D J Squire & Co Limited, 2011 and 2012
Blue Diamond
Garden & Leisure Group
Figure 43: Key financial performance for The Garden and Leisure Group Limited, 2010 and 2011
 OTHER GARDEN CENTRES
 DIY STORES
B&Q
Homebase
Wickes
 OTHER OUTLETS
Argos
John Lewis
Wilkinson
Next
The Range
IKEA
 SUPERMARKETS
 HOME SHOPPING RETAILERS
Bakker Holland
Crocus
Garden Bargains
Other
 GENERAL HOME SHOPPING RETAILERS
CHANNELS OF DISTRIBUTION
Key points
Little change in distribution
Figure 44: Distribution of garden products, by type of retailer, 2010-12
Garden and DIY go well together
Non-garden goods shore up performance of garden retailers
The march of the supermarkets
Other retailers
Shopping online
Figure 45: Percentage of garden products sales online, by value, 2008-12
BRAND COMMUNICATION AND PROMOTION
Key points
Adspend at £40.7 million in 2012
Figure 46: Main monitored advertising expenditure, garden products, 2008-12
Figure 47: Main monitored advertising expenditure, garden products, by company, 2008-12
TV and press preferred media channels
Figure 48: Main monitored advertising expenditure, garden products, percentage share, by media type, 2008-12
Big push in the run-up to summer
Figure 49: Monthly main media advertising expenditure, garden products, by month, 2011 and 2012
Homebase launches innovative ‘going fast’ installation
Figure 50: Homebase ‘Going Fast’ display, May 2013
THE CONSUMER – GARDEN OWNERSHIP
Key points
18% do not have any outdoor space
Figure 51: Percentage of people with or without a garden or outdoor space, March 2013
Types of garden
Figure 52: Type of garden, June 2013
Who does the gardening?
Figure 53: Responsibility for the garden, June 2013
Profiling the gardeners
Figure 54: Responsibility for the garden, by age, June 2013
Who shops for the garden?
Figure 55: Any garden products purchased in the last twelve months, by age and socio-economic group, March 2013
What people buy for the garden
Figure 56: Garden products purchased in the last twelve months, March 2013
Profiling the plant shopper
Figure 57: Garden products purchased in the last twelve months, plants, by age, socio-economic group and lifestage, March 2013
Are they shopping for the garden online?
Figure 58: Garden products purchased in the last twelve months, bought any and bought any online, March 2013
Figure 59: Garden products purchased in the last twelve months, plants, bought any and bought any online, by age, March 2013
How many products do they buy for the garden?
Figure 60: Repertoire of garden products purchased in the last twelve months, by age, March 2013
Figure 61: Garden products purchased in the last twelve months, by repertoire, March 2013
THE CONSUMER – SHOPPING FOR GARDEN PRODUCTS
Key points
Figure 62: Buying garden products, March 2013
Figure 63: Mostly shop at garden centres or DIY stores, March 2013
Who makes a special trip?
Figure 64: Special trip or pick up wherever I happen to be, by age and socio-economic group, March 2013
13% say they look around departments
Looking for best prices
Paying extra for higher quality
Anyone for coffee?
THE CONSUMER – PLANNING AHEAD
Key points
What they plan for their gardens
Figure 65: Plans for the garden for the next twelve months, March 2013
Entertaining in the garden
Instant colour
Enhancing flavour
Birds and bees
No plans for 29% of gardens
A natural gardening approach
Style in the garden
Spending a windfall
…water features are popular
…improve the lawn
…outdoor dining
…planting veg
THE CONSUMER – ATTITUDES TO THE GARDEN
Key points:
Attitudes to the garden
Figure 66: Attitudes to the garden, June 2013
An enjoyable place to relax
Socialising and cooking in the garden
Figure 67: Attitudes to the garden, socialising and cooking, by age, June 2013
An attractive space
Gardening with the kids
Attractive garden furniture
Hard landscaping
APPENDIX – THE CONSUMER – GARDEN PRODUCTS PURCHASED IN THE LAST TWELVE MONTHS
Figure 68: Most popular garden products purchased in-store in the last twelve months, by demographics, March 2013
Figure 69: Next most popular garden products purchased in-store in the last twelve months, by demographics, March 2013
Figure 70: Garden products purchased online in the last twelve months, by demographics, March 2013
APPENDIX – THE CONSUMER – SHOPPING FOR GARDEN PRODUCTS
Figure 71: Most popular buying garden products, by demographics, March 2013
Figure 72: Next most popular buying garden products, by demographics, March 2013
APPENDIX – THE CONSUMER – PLANNING AHEAD
Figure 73: Most popular plans for the garden for the next twelve months, by demographics, March 2013
Figure 74: Next most popular plans for the garden for the next twelve months, by demographics, March 2013
APPENDIX – FURTHER ANALYSIS
Figure 75: Repertoire of garden products purchased in-store in the last twelve months, by demographics, March 2013
Figure 76: Garden products purchased in the last twelve months, by most popular buying garden products, March 2013
Figure 77: Garden products purchased in-store in the last twelve months, by next most popular buying garden products, March 2013
APPENDIX – THE CONSUMER – TYPE OF GARDEN
Figure 78: Type of garden by demographics, June 2013
APPENDIX – THE CONSUMER – RESPONSIBILITY FOR DOING THE GARDEN
Figure 79: Responsibility for doing the garden, by demographics, June 2013
APPENDIX – THE CONSUMER – ATTITUDES TO THE GARDEN
Figure 80: Attitudes to the garden, by demographics, June 2013