Table of Contents
Introduction and Abbreviations
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- Definitions
- Research methodology
- Consumer research
- ACORN
- Abbreviations
Executive Summary
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- Garden products struggles to grow
- Difficult trading especially for traditional products
- DIY dominance
- Growth in supermarket sales
- Non-specialists have strengths in key categories
- No chain reaction
- Garden centre enhancement
- Can’t garden but will garden
- More but smaller gardens
- Wither the weather
- Garden centre cum leisure, pet and home décor centres
- Café culture
- This season’s must have
- Competition for leisure time
- Uniqueness an asset in the ubiquitous world of the DIY store
- All because…the lady loves the garden
- Over 35s DIY drain
- 25 is a sensitive age
Premier Insight
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- Shift to ‘Do It For Me’
- Demystifying garden products
- The garden as outdoor living space
- Getting in touch with your feminine side and helping the planet
- Small is beautiful
Industry Issues and Insights
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- Things can only get better…or can they?
- Not a good year for the roses
- Tradition is not where it’s at
- Hose pipe hassle
- Doing it differently to DIY
- Supermarkets expanding their offer
- Weather watch
- Does the garden centre really exist?
- For leisure, for pleasure
- Behold the gardener of the future
- On the catwalk this season
- Catering for the gardener
- Keeping their feet on the ground
- As seen on screen
- The price is right?
- Future challenges
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, 2000-06
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- Figure 2: All retail sales and consumer expenditure on garden products, at constant 2000 prices, 2000-06
Sector Structure
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- Garden centres
- Nurseries
- DIY stores
- Supermarkets
- Other high street retailers
- Industry associations
- Horticultural Association Retail Trades Ltd (HART)
- Other marketing organisations
- Horticultural Trades Association (HTA)
- The Garden Centre Association (GCA)
- Garden Industry Manufacturers’ Association (GIMA)
- Leisure and Outdoor Furniture Association (LOFA)
Consumer Expenditure
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- Total expenditure on garden products
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- Figure 3: Total expenditure on garden products, 2000/01-2004/05
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- Figure 4: Estimated household expenditure on garden products, at current and constant 2001 prices, 2001-06
- Growing stock
- Garden furniture and barbecues
- Garden buildings and other structures
- Enhancement features and sundries
- Garden equipment and tools
- Garden chemicals and growing media
Market Factors
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- Garden ownership
- Gardens and allotments
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- Figure 5: Proportion of adults with garden/allotment, 2002-06
- Size of gardens
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- Figure 6: Proportion of adults with garden/allotment and size, 2002-06
- Contents of the garden
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- Figure 7: Contents of the garden, 2002-06
- Housing market
- Housing transactions
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- Figure 8: Property transactions in England and Wales, 2000-04
- House ownership
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- Figure 9: Stock of dwellings, by tenure, 2001-06
- Number and size of households
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- Figure 10: UK households, by size, 2001-11
- Population trends
- Age and lifestage
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- Figure 11: Trends and projections in UK population, by age group, 2001, 2006 and 2011
- Figure 12: Expenditure on horticultural goods, plants and flowers, by age of head of household, 2003/04 and 2004/05
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- Figure 13: Forecast adult population trends, by lifestage group, 2001, 2006 and 2011
- Growing affluence
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- Figure 14: Forecast adult population trends, by socio-economic group, 2001, 2006 and 2011
- Figure 15: Expenditure on horticultural goods, flowers and plants, by gross income decile group, 2003/04 and 2004/05
- Economic climate
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- Figure 16: PDI and consumer expenditure, at constant 2001 prices, 2001-11
- Seasonal and climate effects
- Environmental issues
- Media and fashion influences
The Consumer
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- Key consumer findings
- Purchasing of growing stock and garden chemicals
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- Figure 17: Growing stock purchases in the last 12 months, 2002-06
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- Figure 18: Amount spent on seeds, bulbs, plants, trees or shrubs in the last 12 months, 2002-06
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- Figure 19: Amount spent on fertilisers and weed killers in the last 12 months, 2002-06
- Garden centre visiting
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- Figure 20: Consumers visiting and buying from garden centres in the last 12 months, 2002-06
- Garden centres versus DIY stores
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- Figure 21: Garden products purchased from garden centres or nurseries and DIY stores in the last 12 months, February 2006
- Growing stock and media
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- Figure 22: Garden products purchased in garden centres or nurseries and DIY stores in the last 12 months – growing stock and growing media, by gender, age and socio-economic group, February 2006
- Garden chemicals, tools and equipment
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- Figure 23: Garden products purchased in garden centres or nurseries and DIY stores in the last 12 months – garden chemicals, tools and equipment, by gender, age and socio-economic group, February 2006
- Garden furniture/barbecues, pots and other items
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- Figure 24: Garden products purchased in garden centres or nurseries and DIY stores in the last 12 months – Garden furniture/barbecues, pots and other items, by gender, age and socio-economic group, February 2006
- Purchasing of non-gardening products from garden centres
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- Figure 25: Purchasing of non-gardening products from garden centres or nurseries in the last 12 months, by gender, age and socio-economic group, February 2006
- Specific sources of purchasing for garden products
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- Figure 26: Sources of purchase for any garden products in the last 12 months, February 2006
- Garden centres and DIY chains
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- Figure 27: Sources of purchase for any garden products in the last 12 months – garden centres and DIY stores, by gender, age and socio-economic group, February 2006
- Supermarkets and other sources
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- Figure 28: Sources of purchase for any garden products in the last 12 months – supermarkets and other sources, by gender, age and socio-economic group, February 2006
The Consumer – Detailed Consumer Demographics
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- Figure 29: Garden products purchased in garden centres or nurseries and DIY stores in the last 12 months, by lifestage and Mintel’s Special Groups, February 2006
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- Figure 30: Garden products purchased in garden centres or nurseries and DIY stores in the last 12 months, by lifestage and Mintel’s Special Groups, February 2006
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- Figure 31: Garden products purchased in garden centres or nurseries and DIY stores in the last 12 months, by lifestage and Mintel’s Special Groups, February 2006
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- Figure 32: Garden products purchased in garden centres or nurseries and DIY stores in the last 12 months, by region and ACORN category, February 2006
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- Figure 33: Garden products purchased in garden centres or nurseries and DIY stores in the last 12 months, by region and ACORN category, February 2006
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- Figure 34: Garden products purchased in garden centres or nurseries and DIY stores in the last 12 months, by region and ACORN category, February 2006
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- Figure 35: Garden products purchased in garden centres or nurseries and DIY stores in the last 12 months, by media usage, commercial TV viewing and regular source of grocery shopping, February 2006
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- Figure 36: Garden products purchased in garden centres or nurseries and DIY stores in the last 12 months, by media usage, commercial TV viewing and regular source of grocery shopping, February 2006
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- Figure 37: Garden products purchased in garden centres or nurseries and DIY stores in the last 12 months, by media usage, commercial TV viewing and regular source of grocery shopping, February 2006
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- Figure 38: Purchasing of non-gardening products from garden centres or nurseries in the last 12 months, by lifestage and Mintel’s Special Groups, February 2006
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- Figure 39: Purchasing of non-gardening products from garden centres or nurseries in the last 12 months, by region and ACORN category, February 2006
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- Figure 40: Purchasing of non-gardening products from garden centres or nurseries in the last 12 months, by media usage, commercial TV viewing and source of regular grocery shopping, February 2006
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- Figure 41: Sources of purchase for any garden products in the last 12 months, by lifestage and Mintel’s Special Groups, February 2006
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- Figure 42: Sources of purchase for any garden products in the last 12 months, by lifestage and Mintel’s Special Groups, February 2006
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- Figure 43: Sources of purchase for any garden products in the last 12 months, by region and ACORN category, February 2006
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- Figure 44: Sources of purchase for any garden products in the last 12 months, by region and ACORN category, February 2006
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- Figure 45: Sources of purchase for any garden products in the last 12 months, by media usage, commercial TV viewing and source of regular grocery shopping, February 2006
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- Figure 46: Sources of purchase for any garden products in the last 12 months, by media usage, commercial TV viewing and source of regular grocery shopping, February 2006
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Consumer Attitudes and Typologies
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- Key consumer findings
- Main themes
- Importance of price, range and quality
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- Figure 47: Importance of price, range and quality when buying garden products, February 2006
- Which consumers value price, range and quality?
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- Figure 48: Importance of price, range and quality when buying garden products, by gender, age and socio-economic group, February 2006
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- Figure 49: Importance of price, range and quality when buying garden products, by outlets used for buying garden products, February 2006
- Buying behaviour
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- Figure 50: Buying behaviour when buying garden products, February 2006
- Buyer characteristics
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- Figure 51: Buying behaviour when buying garden products, by gender, age and socio-economic group, February 2006
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- Figure 52: Buying behaviour when buying garden products, by outlets used for buying garden products, February 2006
- Attitudes to gardening and buying online
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- Figure 53: Attitudes towards gardening and buying online, February 2006
- Where does the interest in gardening lie?
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- Figure 54: Attitudes towards gardening and buying online, by gender, age and socio-economic group, February 2006
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- Figure 55: Attitudes towards gardening and buying online, by outlets used for buying garden products, February 2006
- What would encourage more visits to garden centres?
- Products
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- Figure 56: Product ranges that would encourage more visits to garden centres, February 2006
- Where do new products hold appeal?
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- Figure 57: What would encourage more visits to garden centres – Product ranges, by gender, age and socio-economic group, February 2006
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- Figure 58: What would encourage more visits to garden centres – Product ranges, by outlets used for buying garden products, February 2006
- Facilities/layout
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- Figure 59: Facilities that would encourage more visits to garden centres, February 2006
- Which consumers are influenced by more facilities?
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- Figure 60: What would encourage more visits to garden centres – Facilities and layout, by gender, age and socio-economic group, February 2006
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- Figure 61: What would encourage more visits to garden centres – Facilities and layout, by outlets used for buying garden products, February 2006
- Advice/ideas
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- Figure 62: Advice/ideas that would encourage more visits to garden centres, February 2006
- Who wants ideas/advice?
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- Figure 63: What would encourage more visits to garden centres – Advice and ideas, by gender, age and socio-economic group, February 2006
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- Figure 64: What would encourage more visits to garden centres – Advice and ideas, by outlets used for buying garden products, February 2006
- Number of different products purchased
- Garden centres
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- Figure 65: Number of products bought by consumers at garden centres, February 2006
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- Figure 66: Products bought at garden centres, by number of categories bought from, February 2006
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- Figure 67: Number of garden products bought by consumers at DIY stores, February 2006
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- Figure 68: Garden products bought at DIY stores, by number of categories bought from, February 2006
- Identifying targets
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- Figure 69: Consumer typologies for garden products retailing, February 2006
- Surface-gardeners (10%)
- Loose gardeners (11%)
- Part-time gardeners (15%)
- Garden-enthusiasts (16%)
- Unconcerned (47%)
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- Figure 70: What would encourage more visits to garden centres, by gardening typologies, February 2006
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- Figure 71: Purchasing habits of gardening typologies, February 2006
Consumer Attitudes and Typologies – Detailed Consumer Demographics
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- Figure 72: Importance of price, range and quality when buying garden products, by lifestage and Mintel’s Special Groups, February 2006
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- Figure 73: Importance of price, range and quality when buying garden products, by region and ACORN category, February 2006
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- Figure 74: Importance of price, range and quality when buying garden products, by media usage, commercial TV viewing and source of regular grocery shopping, February 2006
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- Figure 75: Buying behaviour when buying garden products, by lifestage and Mintel’s Special Groups, February 2006
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- Figure 76: Buying behaviour when buying garden products, by region and ACORN category, February 2006
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- Figure 77: Buying behaviour when buying garden products, by media usage, commercial TV viewing and source of regular grocery shopping, February 2006
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- Figure 78: Attitudes towards gardening and buying online, by lifestage and Mintel’s Special Groups, February 2006
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- Figure 79: Attitudes towards gardening and buying online, by region and ACORN category, February 2006
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- Figure 80: Attitudes towards gardening and buying online, by media usage, commercial TV viewing and source of regular grocery shopping, February 2006
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- Figure 81: What would encourage more visits to garden centres – Product ranges, by lifestage and Mintel’s Special Groups, February 2006
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- Figure 82: What would encourage more visits to garden centres – Product ranges, by region and ACORN category, February 2006
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- Figure 83: What would encourage more visits to garden centres – Product ranges, by media usage, commercial TV viewing and source of regular grocery shopping, February 2006
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- Figure 84: What would encourage more visits to garden centres – Facilities and layout, by lifestage and Mintel’s Special Groups, February 2006
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- Figure 85: What would encourage more visits to garden centres – Facilities and layout, by region and ACORN category, February 2006
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- Figure 86: What would encourage more visits to garden centres – Facilities and layout, by media usage, commercial TV viewing and source of regular grocery shopping, February 2006
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- Figure 87: What would encourage more visits to garden centres – Advice and ideas, by lifestage and Mintel’s Special Groups, February 2006
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- Figure 88: What would encourage more visits to garden centres – Advice and ideas, by region and ACORN category, February 2006
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- Figure 89: What would encourage more visits to garden centres – Advice and ideas, by media usage, commercial TV viewing and source of regular grocery shopping, February 2006
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- Figure 90: Consumer typologies, by demographic sub-group, February 2006
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Retail Market Shares
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- Figure 91: Retail market shares of types of outlet selling garden products, 2000-05
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- Figure 92: Leading garden product retailers, by number of outlets, 2002-06
- Figure 93: Leading garden product retailers, by average turnover per outlet, 2004
- Wyevale
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- Figure 94: Wyevale concession income, 2000-04
- Figure 95: Wyevale, financial performance, 2001-05
- Dobbies
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- Figure 96: Dobbies Garden Centres plc, capital investment, 2000-05
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- Figure 97: Dobbies Garden Centres plc, financial performance, 2001-05
- Klondyke Garden Centres
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- Figure 98: Klondyke Group Ltd, financial performance, 2001-04
- Notcutts
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- Figure 99: Notcutts Ltd, financial performance, 2000-04
- Hillier Nurseries
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- Figure 100: Hillier Nurseries Group Ltd, financial performance, 2001-05
- Squire’s
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- Figure 101: DJ Squire &Co Ltd, financial performance, 2001-05
- Blooms of Bressingham
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- Figure 102: Blooms of Bressingham Ltd, financial performance, 2001-05
- Blue Diamond
- Garden & Leisure
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- Figure 103: Garden & Leisure Group Ltd, financial performance, 2000-04
- Hurrans
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- Figure 104: Hurrans Garden Centres Ltd, financial performance, 2000-04
- Capital Gardens
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- Figure 105: Capital Gardens Ltd, financial performance, 2000-04
- Country Homes and Gardens
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- Figure 106: Country Homes and Gardens Ltd, financial performance, 2001-04
- Haskins Garden Centres
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- Figure 107: Haskins Garden Centres Ltd, financial performance, 2001-05
- Thompson’s Plant and Garden Centres
- NWF Retail Ltd
- Scotsdale
- Hayes Garden World
- DIY superstores
- Kingfisher Group – B&Q
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- Figure 108: B&Q plc, financial performance, 2002-06
- Homebase
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- Figure 109: Homebase, financial performance, 2002-06
- Focus DIY
- Argos
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- Figure 110: Argos, financial performance, 2002-06
- John Lewis
- Wilkinsons
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- Figure 111: Wilkinson Hardware Stores, financial performance, 2001-05
- Robert Dyas
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- Figure 112: Robert Dyas, financial performance, 2001-05
- Woolworths
- Grocery multiples
- Home shopping
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The Future
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- Difficult period ahead
- Weather ever present
- DIY diminishing could affect demand
- Replacement cycle
- Fashion ‘must haves’ must continue
- Oldies are actives, but not necessarily gardeners
- ..but garden interest grows
- Garden centre evolution
- Service opportunities persist
- Environmental issues endure
- Hose pipe threat
- Leisure alternatives
- Pension poverty
- Boost from Plant for Life campaign
Forecast
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- Figure 113: Forecast of the UK market for garden products, by value, 2006-11
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- Figure 114: Indexed development of garden products, 2006-11
- Factors incorporated in the forecast
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