Table of Contents
Executive Summary
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- The five-year outlook for the garden products sector
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- Figure 1: Category outlook, 2022-27
- The market
- Market size and forecast
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- Figure 2: Market size for garden products sector, 2018-22
- 2022 growth will be low and inflation-driven
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- Figure 3: Market forecast for garden product sector, 2017-27
- Garden plants and garden care are the largest segments
- Garden centres take top spot in 2021
- Planned drops as inflation concerns grow
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- Figure 4: Trends in spending on the home, 2020-22
- Companies and brands
- Garden centres diversify offerings to broaden appeal
- New technology in-store to help customers learn more and find products
- Advertising expenditure recovers in 2021 but remains below pre-pandemic levels
- The consumer
- Almost nine in 10 consumers have access to some sort of outdoor space
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- Figure 5: Gardens and outdoor spaces, 2022
- Some 79% of those with an outdoor space have purchased garden products
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- Figure 6: Purchases for gardens and outside spaces, year-on-year comparison, 2021 and 2022
- In-store retail still important for consumers
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- Figure 7: In-store or online shopping, 2022
- Sector is fragmented with many channels at play
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- Figure 8: Retailers used to purchase garden products, 2021 and 2022
- Shoppers are satisfied with their choices
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- Figure 9: Satisfaction with key factors at garden product retailer shopped at most frequently, 2022
- Shoppers are satisfied with their choices
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- Figure 10: Attitudes towards gardens, garden products and gardening, 2022
Issues and Insights
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- Cost-of-living crisis represents a challenge for the sector
- New gardeners need support; the sector should help them
Market Size and Performance
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- Pandemic-struck 2020 saw consumers turn to gardening
- 2021 saw garden sales surge further amid high demand
- 2022 to see growth slow despite rising prices
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- Figure 11: market size for garden products sector, 2018-22
- Figure 12: Market size chart, 2017-22
Market Forecast
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- Immediate outlook is uncertain for garden sector
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- Figure 13: Category outlook, 2022-27
- 2022 growth driven by inflation
- End of restrictions will see focus shift away from the home
- Flexible working means consumer demand will be maintained
- Uncertainty as the world continues to struggle with unknown factors
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- Figure 14: Market forecast for garden product sector, 2017-27
- Learnings from the last income squeeze
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- Figure 15: Consumer spending on garden products, 2019-14
- Market drivers and assumptions
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- Figure 16: Key economic drivers, 2016-26
- Forecast methodology
Market Segmentation
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- Cost-of-living crisis to see consumers cut back on big-ticket items
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- Figure 17: Garden market segmentation, broad segments, 2021 and 2022
- Consumers to switch spend to lower-ticket items
- Supply-chain disruption to remain an issue for some segments
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- Figure 18: Garden market segmentation, by segment, 2018-22
Channels to Market
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- Garden centres take top spot in 2021
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- Figure 19: Retailers used for garden products, 2022
- Food options at garden centres help bring shoppers in-store
- DIY retailers continue to offer more for gardeners
- Financial uncertainty can give discounters an edge
- Shoppers turn to online for furniture, tools and cooking items
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- Figure 20: Use of online-only retailers for garden products by category, 2022
Market Drivers
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- The conflict in Ukraine will hurt the UK economy
- GDP reached pre-pandemic levels in November 2021…
- …but the post-COVID-19 bounce back will be followed by a period of slower growth
- Employment has held up better than expected
- Inflation is the key concern for 2022 for consumers, brands and the economy
- Consumers’ financial wellbeing has slipped from its recent high point…
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- Figure 21: Household financial wellbeing index, 2018-22
- …and concerns over inflation are coming to the fore
- Majority of consumers have access to outdoor spaces
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- Figure 22: Gardens and outdoor spaces, 2022
- Older population means a greater focus on gardens
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- Figure 23: Trends in the age structure of the UK population, 2016-26
- Single occupant households continue to grow
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- Figure 24: UK household occupancy, 2016 and 2021
- Renters less likely to be keen gardeners
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- Figure 25: Housing situation by age group, 2022
- Planned spend begins to drop as inflation concerns grow
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- Figure 26: Trends in spending on the home, 2020-22
Competitive Strategies
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- Fiscal 2020/21 results impacted by COVID-19 pandemic and supply chain disruption
- Horticultural know-how and expertise a competitive differentiator
- Additional goods and experiences to strengthen destination appeal of garden centres
- Rewarding loyal customers grappling with the rapidly rising cost of living
- Responsible retailing high on the agenda
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- Figure 27: Garden centres, turnover, 2016/17-2020/21
- Slowdown in garden centres acquisition activity following Wyevale break-up
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- Figure 28: Little Dobbies store, Bristol, 2022
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- Figure 29: Garden centres, store numbers, 2016/17-2021/22
- Fewer browsers in-store drag on 2020/21 store sales
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- Figure 30: Garden centres, sales per outlet, 2016/17-2020/21
- Non-specialists’ ramp up garden and outdoor living offering
Launch Activity and Innovation
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- Plants at the click of a button
- Spear and Jackson collaborate with leading influencer to offer expert hints and tips
- New garden megastore expected to attract 1 million visitors per annum
- One of the UK’s largest food halls opens in Crimple garden centre
- Improving gardening skills
- Plant pot recycling initiative to help prevent plastic waste ending up in landfill
- Time-saving ‘Plant Finder’ touchscreen kiosk
- Garden products from used coffee grounds
- Fridge-like gardening gadget that makes it easy to grow plants inside, any time of the year
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- Figure 31: LG’s Tiiun indoor-garden, 2022
- eCommerce-ready garden furniture to help retailers with their online sales
Advertising and Marketing Activity
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- Advertising expenditure recovers in 2021 but still below pre-pandemic levels
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- Figure 32: Total recorded above-the-line, online display and direct mail advertising expenditure on garden products, 2018-21
- End of COVID-19 restrictions coincide with big surge in barbecue advertising spend
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- Figure 33: Total recorded above-the-line, online display and direct mail total advertising expenditure on garden products (20 largest categories), 2018-21
- B&Q the highest-spending advertiser on garden products
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- Figure 34: Total recorded above-the-line, online display and direct mail advertising expenditure on garden products, by leading advertisers, 2018-21
- TV, digital and press account for three quarters of the total advertising expenditure
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- Figure 35: Total recorded above-the-line, online display and direct mail advertising expenditure on garden products, by media type, 2021
- Nielsen Ad Intel coverage
Gardens and Outside Spaces
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- 88% of consumers have access to an outdoor space, but one in 10 have an extremely small space
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- Figure 36: Gardens and outdoor spaces, April 2022
- The most prolific garden products purchasers are also the most likely to have a private garden or outdoor space
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- Figure 37: Access to gardens/outdoor spaces by age, 2022
Shopping for the Garden
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- Purchasing level unchanged on a year earlier
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- Figure 38: Purchases for gardens and outside spaces, year-on-year comparison, 2021 and 2022
- Women the most prolific garden products purchasers
- Higher-income consumers the biggest purchasers of garden products
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- Figure 39: Purchases for gardens and outside spaces, 2022
In-store and Online Shopping
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- Garden products purchasing process shifting back in-store
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- Figure 40: In-store or online shopping, 2022
- In-store advice and information peaks among Baby Boomer and Gen Z shoppers
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- Figure 41: In-store or online shopping, by age, 2022
Retailers Used to Purchase Garden Products
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- Garden centres take top spot for garden products in 2022
- DIY store ranges skew towards furniture but continue to broaden
- Online only retailers and supermarkets offer convenience options
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- Figure 42: Retailers used to purchase garden products, 2021 and 2022
- Garden centres attract older consumers
- Younger shoppers most likely to pick up items in supermarkets
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- Figure 43: Retailers used to purchase garden products, by age, 2022
Satisfaction with Garden Product Retailers
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- Consumers generally satisfied with garden product retailers
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- Figure 44: Overall satisfaction with garden product retailer shopped at most frequently, 2022
- Quality, availability and choice are satisfactory
- Sustainability and product information are areas for improvement
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- Figure 45: Satisfaction with key factors at garden product retailer shopped at most frequently, 2022
Key Driver Analysis for Garden Product Shopping
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- Methodology
- Consumers are happy with breadth of range, quality and availability
- Retailers could improve on information they provide
- Sustainability offers a way for retailers to differentiate themselves
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- Figure 46: Key drivers of overall satisfaction with garden product retailers, April 2022.
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- Figure 47: Overall satisfaction with garden product retailers - key driver output, April 2022
Attitudes towards Gardens and Garden Products
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- Consumers willing to pay more for ethical products
- Environmentally friendly materials and good causes appeal
- Good causes can also help generate good will
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- Figure 48: Attitudes towards garden products and ethical practices, 2022
- Novice gardeners need help to start and maintain the hobby
- The cost of the hobby is an area of concern for consumers
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- Figure 49: Attitudes towards gardening as hobby, 2022
- Good food can help generate footfall
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- Figure 50: Attitudes towards garden retailers and on-site food, 2022
- Encourage young gardeners with good food
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- Figure 51: Interest in food service at garden retailers, 2022
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix: Key Driver Analysis
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- Interpretation of results
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- Figure 52: Overall satisfaction with GARDEN PRODUCT RETAILERS - key driver output, APRIL 2022
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- Figure 53: Satisfaction with garden product retailers, april 2022
Appendix – Forecast Methodology
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- Market forecast and prediction intervals
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- Figure 54: Mintel forecast with intervals, 2022-27
- Figure 55: Mintel market size and forecast at constant prices, 2017-27
- Market drivers and assumptions
- Forecast methodology
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