Table of Contents
Introduction and Abbreviations
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- Definitions
- Research methodology
- Consumer research
- ACORN
- Other research
- Abbreviations
Premier Insight
Executive Summary
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- DIY share continues to grow
- Supermarkets picking the winners
- Exit more smaller independents
- Cutting back but will come out fighting
- Garden centres looking for a new direction
- Restaurants are cooking up a treat
- Breadth of ranges ever expanding
- Growing stock a key motivation for garden centre use
- Premium opportunities for plants
- The serious gardener likes knowledgeable advice and a wide range
- It’s about Es
- Emergence of a new garden products customer
- DIY convenience
- Be wary of assuming third age is the gardening age
- Environmental issues
- I’m 25 get me a garden!
- Future increasingly linked to changing fashions
Retail Sales
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- All retail sales and spending on garden products
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- Figure 1: All retail sales and consumer expenditure on garden products, at current prices, 2000-04
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- Figure 2: All retail sales and consumer expenditure on garden products, at constant 2000 prices, 2000-04
- Figure 3: Consumer spending on the garden, at current and constant 2000 prices, 2000-04
Sector Structure
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- Garden centres
- Nurseries
- DIY stores
- Supermarkets
- Other high street retailers
- Industry associations
- HART – the Horticultural Association Retail Trades Ltd
- Other marketing organisations
- HTA – Horticultural Trades Association
- GCA – The Garden Centre Association
- Garden Industry Manufacturers’ Association
- LOFA – Leisure and Outdoor Furniture Association
Consumer Expenditure
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- Total expenditure on garden products
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- Figure 4: Household spending on garden products, at current and constant 1999 prices, 1999-2004
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- Figure 5: Sales of garden products, by sector and share, 2000-04
- Figure 6: Estimated breakdown of sales of garden products, 2004
- Growing stock
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- Figure 7: Sales of growing stock, by type, 2000-04
- Garden furniture and barbecues
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- Figure 8: Sales of garden furniture and barbecues, by type, 2000-04
- Garden buildings and other structures
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- Figure 9: Sales of garden buildings, by type, 2000-04
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- Figure 10: Trends in ownership of garden buildings, 1994-2004
- Enhancement features and sundries
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- Figure 11: Sales of enhancement features and sundries, by type, 2000-04
- Garden equipment and tools
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- Figure 12: Sales of garden equipment and tools, by type, 2000-04
- Garden chemicals and growing media
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- Figure 13: Sales of garden chemicals and growing media, by type, 2000-04
Market Factors
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- Garden ownership and size
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- Figure 14: Proportion of adults with garden/allotment, 2000-04
- Figure 15: Size of garden/allotment, 2000-04
- Contents of the garden
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- Figure 16: Contents of the garden, 2000-04
- Housing market
- Housing transactions
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- Figure 17: Property transactions in England and Wales, 1999-2003
- House owning still popular
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- Figure 18: Stock of dwellings, by tenure, 2000-04
- Number and size of household
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- Figure 19: Changes in household composition, 2003-09
- Age and lifestage
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- Figure 20: Breakdown of UK adults, by lifestage, 2004-09
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- Figure 21: Expenditure on horticultural goods, plants and flowers, by age of head of household, 2002/03
- Figure 22: Changes in population age structure, 2000-09
- A more affluent population
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- Figure 23: Structure of adult population, by socio-economic group, 2004-09
- Figure 24: Expenditure on horticultural goods, flowers and plants, by gross income decile group, 2002/03
- Economic buoyancy
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- Figure 25: PDI and consumer expenditure, at current prices, 2000-09
- Regional spending patterns
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- Figure 26: Expenditure on horticultural goods, flowers and plants, by region, 2002/03
- Seasonal peaks and the climate effect
- Changes in car dependence
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- Figure 27: New car registrations, 2000-09
- Figure 28: Households with use of cars, 1999-2002
- Environmental issues
- Fashion and media influences
The Consumer
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- Key consumer findings
- Purchases made in the last year
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- Figure 29: Growing stock purchases in the last 12 months, 2000-04
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- Figure 30: Percentage of consumers spending on seeds, bulbs, plants, trees or shrubs in the last 12 months, 2000-04
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- Figure 31: Percentage of consumers spending on fertilisers and weedkillers in the last 12 months, 2000-04
- Garden centre visiting
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- Figure 32: Consumers answering yes to visiting and buying from garden centres in the last 12 months, 2000-04
- Where do consumers buy their garden products?
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- Figure 33: Leading sources of purchase for garden products in the last 12 months, September 2004
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- Figure 34: Source of purchases of garden products in the last 12 months, September 2004
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- Figure 35: Source of purchases of garden products in the last 12 months, by gender, age and socio-economic group, September 2004
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- Figure 36: Source of purchases of garden products in the last 12 months, by gender, age and socio-economic group, September 2004
- Garden centre and nursery purchasing
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- Figure 37: Products purchased from specialist garden centres or nurseries in the last 12 months, 2001-04
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- Figure 38: Products purchased from specialist garden centres or nurseries in the last 12 months, by gender, age and socio-economic group, September 2004
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- Figure 39: Products purchased from specialist garden centres or nurseries in the last 12 months, by gender, age and socio-economic group, September 2004
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- Figure 40: Products purchased from specialist garden centres or nurseries in the last 12 months, by outlets used for any garden products, September 2004
Consumer Attitudes and Typologies
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- Key consumer findings
- Attitudes towards shopping for garden products
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- Figure 41: Attitudes towards shopping for garden products, September 2004
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- Figure 42: Attitudes towards shopping for garden products, by gender, age and socio-economic group, September 2004
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- Figure 43: Attitudes towards shopping for garden products, by gender, age and socio-economic group, September 2004
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- Figure 44: Attitudes towards shopping for garden products, by outlets where garden products purchased, September 2004
- Attitudes towards gardening and garden centres
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- Figure 45: Attitudes towards gardening and garden centres, September 2004
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- Figure 46: Attitudes towards gardening and garden centres, by gender, age and socio-economic group, September 2004
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- Figure 47: Attitudes towards gardening and garden centres, by gender, age and socio-economic group, September 2004
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- Figure 48: Attitudes towards gardening and garden centres, by outlets where garden products purchased, September 2004
- Identifying targets
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- Figure 49: Consumer typologies, September 2004
- Shrubless Wonders (29% of sample)
- Garden Centre Lovers (22% of sample)
- Appearance Gardeners (21% of sample)
- Planting Enthusiasts (16% of sample)
- Garden Lovers (13% of sample)
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- Figure 50: Consumer types, by gender, age and socio-economic group, September 2004
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- Figure 51: Outlets used for purchasing garden products, by consumer types, September 2004
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- Figure 52: Products purchased, by consumer types, September 2004
- Number of outlets where garden products purchased
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- Figure 53: Number of outlets where garden products purchased in the last 12 months, by gender, age, socio-economic group, region and lifestage, September 2004
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- Figure 54: Number of outlets where garden products purchased, by stores used for buying garden products, September 2004
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- Figure 55: Cross analysis of stores used for purchasing garden products, September 2004
- How many products do consumers buy at garden centres?
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- Figure 56: Number of product categories purchased from at garden centres, by gender, age and socio-economic group, September 2004
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- Figure 57: Number of product categories purchased from at garden centres, by consumer type, September 2004
- How successfully do the main outlets attract their target market?
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- Figure 58: CHAID analysis for main outlets for garden products, September 2004
Retail Market Shares
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- Figure 59: Retail market shares of types of outlet selling garden products, 2000-04
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- Figure 60: Estimated retail market shares of types of outlet selling garden products, 2004
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Retailer Profiles
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- Figure 61: Leading garden product retailers, by number of outlets, 2001-04
- Wyevale Garden Centres plc
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- Figure 62: Wyevale Garden Centres Plc, concession income, 1999-2004
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- Figure 63: Wyevale Garden Centres plc, financial performance, 1999-2004
- Dobbies Garden Centres plc
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- Figure 64: Dobbies Garden Centres plc, capital investment, 1999-2003
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- Figure 65: Dobbies Garden Centres plc, financial performance, 1999-2004
- Klondyke Garden Centres
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- Figure 66: Klondyke Group Ltd, financial performance, 2001-03
- Notcutts Garden Centres
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- Figure 67: Notcutts Nurseries Ltd, financial performance, 1999-2003
- Hillier Garden Centres
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- Figure 68: Hillier Nurseries Group Ltd, financial performance, 1999-2003
- Squire’s Garden Centres
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- Figure 69: DJ Squire & Co Ltd, financial performance, 1999-2003
- Blooms of Bressingham plc
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- Figure 70: Blooms of Bressingham plc, financial performance, 1999-2004
- Hurrans Garden Centres
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- Figure 71: Hurrans Garden Centres Ltd, financial performance, 1999-2003
- Capital Gardens
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- Figure 72: Capital Gardens Ltd, financial performance, 1999-2003
- The Garden & Leisure Group Ltd
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- Figure 73: Garden & Leisure Group Ltd, financial performance, 1999-2003
- Blue Diamond
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- Figure 74: Blue Diamond Group, financial performance, 1999-2003
- Country Homes and Gardens plc
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- Figure 75: Country Homes and Gardens Ltd, financial performance, 2001-03
- Haskins Garden Centres
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- Figure 76: Haskins Garden Centres Ltd, financial performance, 1999-2003
- Bridgemere Garden World
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- Figure 77: Bridgemere Nurseries Ltd, financial performance, 1999-2003
- Van Hage
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- Figure 78: Van Hage & Company Ltd, financial performance, 1999-2003
- Recent developments
- B&Q
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- Figure 79: B&Q (UK), financial performance, 2000-04
- Homebase
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- Figure 80: Homebase, financial performance, 2000-04
- Focus Wickes Group
- Argos
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- Figure 81: Argos, financial performance, 2000-04
- Index
- John Lewis Partnership
- Wilkinsons
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- Figure 82: Wilkinsons Hardware Stores Ltd, financial performance, 2000-04
- Robert Dyas
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- Figure 83: Robert Dyas Ltd, financial performance, 1999-2003
- Woolworths
- Supermarkets
- Home shopping
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Retail Practices and Operational Issues
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- Compensating highs and lows lead to a flat year
- What’s on the up?
- Garden products – Christmas products – a happy balance?
- Traditionalists in decline
- Projects and instant solutions are increasingly important
- Supermarkets are a threat too
- Creating points of difference
- Multichannel retailing is of growing importance for some
- Retailers will lead the way on ethical issues
- Where will trading up go next?
- The garden as a playground
- The garden is becoming more usable
- The emergence of a new gardening customer
- The convenience gardener
- Should outdoor living be the remit of the non-specialist?
- Creating loyalty
- The challenges ahead
The Future
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- Demographics are positive
- More consumers will see the garden as an attractive place
- Relaxing and entertaining in the garden will see growth too
- More product you never knew you needed
- Each to its own perhaps?
- Possible decline in consumer spending could be an issue
- Pensions problem
- Fashion keeps the wheels turning
- Gardeners are maturing earlier
Forecast
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- Figure 84: Forecast of the market for gardening products, by sector, 2004-09
- Growing stock still the largest sector
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- Figure 85: Estimated breakdown of sales of garden products, by sector, 2009
- Garden furniture and barbecue sector to show fastest growth
- Equipment and tools sector to show the smallest growth
- Factors used in the forecast
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Appendix 1
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- Figure 86: Source of purchases of garden products in the last 12 months, September 2004
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- Figure 87: Source of purchases of garden products in the last 12 months, by gender, age and socio-economic group, September 2004
- Figure 88: Source of purchases of garden products in the last 12 months, by gender, age and socio-economic group, September 2004
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- Figure 89: Source of purchases of garden products in the last 12 months, by lifestage and Mintel’s Special Groups, September 2004
- Figure 90: Source of purchases of garden products in the last 12 months, by lifestage and Mintel’s Special Groups, September 2004
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- Figure 91: Source of purchases of garden products in the last 12 months, by region and ACORN category, September 2004
- Figure 92: Source of purchases of garden products in the last 12 months, by region and ACORN category, September 2004
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- Figure 93: Source of purchases of garden products in the last 12 months, by media usage, commercial TV viewing and source of regular grocery shopping, September 2004
- Figure 94: Source of purchases of garden products in the last 12 months, by media usage, commercial TV viewing and source of regular grocery shopping, September 2004
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- Figure 95: Products purchased from specialist garden centres or nurseries in the last 12 months, January 2001, October 2002 and September 2004-04
- Figure 96: Products purchased from specialist garden centres or nurseries in the last 12 months, by gender, age and socio-economic group, September 2004
- Figure 97: Products purchased from specialist garden centres or nurseries in the last 12 months, by gender, age and socio-economic group, September 2004
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- Figure 98: Products purchased from specialist garden centres or nurseries in the last 12 months, by lifestage and Mintel’s Special Groups, September 2004
- Figure 99: Products purchased from specialist garden centres or nurseries in the last 12 months, by lifestage and Mintel’s Special Groups, September 2004
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- Figure 100: Products purchased from specialist garden centres or nurseries in the last 12 months, by region and ACORN category, September 2004
- Figure 101: Products purchased from specialist garden centres or nurseries in the last 12 months, by region and ACORN category, September 2004
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- Figure 102: Products purchased from specialist garden centres or nurseries in the last 12 months, by media usage, commercial TV viewing and source of regular grocery shopping, September 2004
- Figure 103: Products purchased from specialist garden centres or nurseries in the last 12 months, by media usage, commercial TV viewing and source of regular grocery shopping, September 2004
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Appendix 2
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- Figure 104: Products purchased from specialist garden centres or nurseries in the last 12 months, by outlets used for any garden products, September 2004
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- Figure 105: Attitudes towards shopping for garden products, by gender, age and socio-economic group, September 2004
- Figure 106: Attitudes towards shopping for garden products, by gender, age and socio-economic group, September 2004
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- Figure 107: Attitudes towards shopping for garden products, by lifestage and Mintel’s Special Groups, September 2004
- Figure 108: Attitudes towards shopping for garden products, by lifestage and Mintel’s Special Groups, September 2004
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- Figure 109: Attitudes towards shopping for garden products, by region and ACORN category, September 2004
- Figure 110: Attitudes towards shopping for garden products, by region and ACORN category, September 2004
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- Figure 111: Attitudes towards shopping for garden products, by media usage, commercial TV viewing and source of regular grocery shopping, September 2004
- Figure 112: Attitudes towards shopping for garden products, by media usage, commercial TV viewing and source of regular grocery shopping, September 2004
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- Figure 113: Attitudes towards shopping for garden products, by outlets where garden products purchased, September 2004
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- Figure 114: Attitudes towards gardening and garden centres, by gender, age and socio-economic group, September 2004
- Figure 115: Attitudes towards gardening and garden centres, by gender, age and socio-economic group, September 2004
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- Figure 116: Attitudes towards gardening and garden centres, by lifestage and Mintel’s Special Groups, September 2004
- Figure 117: Attitudes towards gardening and garden centres, by lifestage and Mintel’s Special Groups, September 2004
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- Figure 118: Attitudes towards gardening and garden centres, by region and ACORN category, September 2004
- Figure 119: Attitudes towards gardening and garden centres, by region and ACORN category, September 2004
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- Figure 120: Attitudes towards gardening and garden centres, by media usage, commercial TV viewing and source of regular grocery shopping, September 2004
- Figure 121: Attitudes towards gardening and garden centres, by media usage, commercial TV viewing and source of regular grocery shopping, September 2004
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- Figure 122: Attitudes towards gardening and garden centres, by outlets where garden products purchased, September 2004
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