Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Abbreviations
Insights and Opportunities
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- Grow your own a trend not a fad
- The power of partnerships
- More help needed in product jungle
Market in Brief
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- Challenging performance
- Weather and seasonality
- Mixed picture
- Changing hands
- Garden centres’ appeal endures
- Green revolution
- More gardens should be an opportunity
- Garden products and a strong supporting cast
- Challenge of striking a good balance
- Investment in buildings
- Powerful pensioners
- Young pretenders
- Product confusion
- Media cool
- The future’s bright, the future’s green
Fast Forward Trends
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- Trend 1: Home of the Senses
- Definition
- What next?
- Trend 2: Collective Intelligence
- Definition
- What next?
- Trend 3: Carnivore, Herbivore...Locavore
- Definition
- What next?
Industry Insights
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- Key points
- Bloom or doom?
- Growing importance of a supporting cast of extras
- Grow your own on the up or over-inflated?
- Getting them young
- Green-fingered gardening has a new meaning
- Enter the big guns
- Building leisure appeal
- Celebrity attraction
- Gardening is about lifestyle
- Netting more sales
- Future growth
Internal Market Environment
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- Key points
- Weather a perennial issue
- Garden products and beyond
- Alluring allotments
- Garden ownership
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- Figure 1: Proportion of adults with garden/allotment, 2003-07
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- Figure 2: Proportion of adults with garden/allotment and size, 2003-07
- Growing habits
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- Figure 3: Contents of the garden, 2003-07
- The new modern gardener
- Gardening hits the streets
- Green garden habits
- Growing things online
- Changing the law
- Investment in buildings
Broader Market Environment
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- Key points
- The great 2007 divide
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- Figure 4: PDI and consumer expenditure, at current and constant 2003 prices, 2003-13
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- Figure 5: GfK NOP consumer confidence index: 12 months August 2007-August 2008
- Demographic factors
- Ageing population a real boost
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- Figure 6: Trends and projections in UK population (‘000s), by age group, 2003-13
- Rising long-term affluence
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- Figure 7: Population, by socio-economic group, 2003-13
- Housing market undermining confidence levels
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- Figure 8: Annual average house prices, 2003-13
- Housing equity withdrawal
- More smaller households
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- Figure 9: UK households as a percentage of the popualtion, 2003-13
- Weather, climate and seasonality
Market in Context
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- Key points
- Considered expenditure
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- Figure 10: Changing shares of main categories of spend, at current prices, 1997 and 2007
- Figure 11: Changing shares of individual categories of spend, at current prices, 1997 and 2007
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- Figure 12: Top ten expenditure priorities, 2007 and 2008
- Competitive areas of spend
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- Figure 13: Estimated household spend on other areas versus garden products, 2002-07
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who's Innovating?
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- Key points
- Green initiatives
- Making it fashionable
- Indoor and outdoor living centres
- Gardens not just for plants
- Waking up to online
- Kitchen garden crossover
Market Size and Forecast
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- Key points
- Disappointing developments
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- Figure 14: Estimated household spend on garden products, 2003-13
- Current performance
- Slow growth at real prices due to delayed spending plans
- Statistical projections – a best estimate
- The future
- Factors used in the forecast
Segment Trends
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- Key points
- Growing stock
- Garden furniture and barbecues
- Garden buildings and other structures
- Enhancement features and sundries
- Garden equipment and tools
- Garden chemicals and growing media
Where They Shop and What They Buy
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- Key points
- Purchasing trends and visits to garden centres
- Growing stock purchases
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- Figure 15: Growing stock purchases in the last 12 months, 2003-07
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- Figure 16: Amount spent on seeds, bulbs, plants, trees or shrubs in the last 12 months, 2003-07
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- Figure 17: Amount spent on fertilisers and weedkillers in the last 12 months, 2003-07
- Visits to garden centres
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- Figure 18: Consumers visiting and buying from garden centres in the last 12 months, 2003-07
- Purchases from garden centres
- Gardens still central
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- Figure 19: Products purchased from a specialist garden centre or nursery in the last 12 months, 2004-08
- Changes over time
- Women like the finer things
- Pots make purchases with the young
- Not all things for all men and women
- Empty nest but a full patio
- Café society
- Practical applications
- Purchases from DIY stores
- Plants plus practical purchases
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- Figure 20: Garden products purchased from a DIY store in the last 12 months, 2006 and 2008
- Changes over time
- Starters but not finishers
- Branded price appeal
- It’s a family affair
- All outlets used for buying garden products
- DIY stands out
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- Figure 21: Outlets used for garden products in the last 12 months, 2006 and 2008
- Supermarket creep
- Is Wyevale missing out on the ladies?
- Dobbies dominates in Scotland, but can this be replicated?
- The young are DIY gardeners
- Supermarkets may win price battles
- Time to decide
- Number of outlets used
- No promiscuity in the mixed beds
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- Figure 22: Numbers of outlets where garden products purchased, June 2008
- B&Q attracts more loyalists
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- Figure 23: Outlets, by degree of loyalty, June 2008
Attitudes Towards Garden Centres and Buying Garden Products
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- Key points
- Quality and range is key
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- Figure 24: Attitudes towards garden centres and buying garden products, June 2008
- Paying for quality counts
- Women are savvy shoppers
- Will loyalty last?
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- Figure 25: Attitudes towards garden centres and buying garden products, by age, June 2008
- Have money will pay
- Ranges don’t meet all needs
- Have children can’t pay
- Aspiring mid-market tabloid readers
- Acting on impulse
- Valuable silver surfers
- What matters affects where consumers shop
Attitudes Towards Gardening and the Garden
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- Key points
- Making light work of gardening
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- Figure 26: Attitudes towards gardening, June 2008
- Gardening a growing hobby
- Gardening is a women’s world
- Gardening takes time
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- Figure 27: Attitudes towards gardening, by gender and age, June 2008
- Too busy earning money to garden
- Fruit and veg is very on trend
- Containing interest amongst the young
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- Figure 28: Attitudes towards gardening, by gender and age, June 2008
- Paying for results
- Garden centres are for gardeners
- Are specialists intimidating for those that lack enthusiasm?
- Identifying targets
- Enthusiasts (24%)
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- Figure 29: Gardening consumer typologies, June 2008
- Dabblers (22%)
- Instants (21%)
- Uninterested (33%)
- Enthusiasts shop around
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- Figure 30: Level of loyalty, by consumer typologies, June 2008
- Wyevale attracts the Enthusiasts
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- Figure 31: Shoppers at leading outlets and outlet types, by consumer typologies, June 2008
Channels of Distribution
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- Key points
- Market shares
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- Figure 32: Retail market shares of types of outlet selling garden products, 2002-07
Retailer Competitor Analysis
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- Key points
- Retailer comparison
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- Figure 33: Leading specialist retailers and DIY chains compared, 2008
Retailer Profiles
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- Key points
- Outlet numbers
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- Figure 34: Leading garden products retailers, by number of outlets, 2004-08
- Wyevale
- Strategic evaluation
- Background
- Financial performance
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- Figure 35: Wyevale, financial performance, 2002-06
- Store portfolio
- Retail offering
- Marketing and operational issues
- E-commerce and home shopping
- Dobbies Garden Centres plc (Tesco)
- Strategic evaluation
- Background
- Financial performance
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- Figure 36: Dobbies Garden Centres plc, financial performance, 2003-07
- Retail offering
- Marketing and operational issues
- E-commerce and home shopping
- Klondyke Group Ltd
- Strategic evaluation
- Background
- Financial performance
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- Figure 37: Klondyke Group Ltd, financial performance, 2003-07
- Store portfolio
- Retail offering
- Marketing and operational issues
- E-commerce and home shopping
- Strategic evaluation
- Background
- Financial performance
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- Figure 38: Blue Diamond, financial performance, 2003-07
- Store portfolio
- Retail offering
- Marketing and operational issues
- E-commerce and home shopping
- Country Homes and Gardens Plc
- Strategic evaluation
- Background
- Financial performance
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- Figure 39: Country Homes and Gardens, financial performance, 2003-07
- Store portfolio
- Retail offering
- Marketing and operational issues
- E-commerce and home shopping
- Hillier Nurseries Group Ltd
- Strategic evaluation
- Background
- Financial performance
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- Figure 40: Hillier Nurseries Group Ltd, financial performance, 2003-07
- Store portfolio
- Retail offering
- Marketing and operational issues
- E-commerce and home shopping
- Notcutts
- Strategic evaluation
- Background
- Financial performance
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- Figure 41: Notcutts nurseries, financial performance, 2003-07
- Store portfolio
- Retail offering
- Marketing and operational issues
- E-commerce and home shopping
- Squires
- Strategic evaluation
- Background
- Financial performance
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- Figure 42: DJ Squire & Co Ltd, financial performance, 2003-07
- Store portfolio
- Retail offering
- Marketing and operational issues
- E-commerce and home shopping
- The Garden & Leisure Group Ltd
- Strategic evaluation
- Background
- Financial performance
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- Figure 43: The Garden & Leisure Group Ltd, financial performance, 2003-07
- Store portfolio
- Retail offering
- Marketing and operational issues
- E-commerce and home shopping
- Haskins
- Hurrans
- Capital Gardens
- Non-specialists
- B&Q
- Company overview
- Garden products offering
- Recent developments
- Homebase
- Company overview
- Garden products offering
- Recent developments
- Focus (DIY) Ltd
- Company overview
- Garden products offering
- Recent developments
- Argos
- Company overview
- Garden products offering
- Recent developments
- John Lewis
- Company overview
- Garden products offering
- Recent developments
- Wilkinsons
- Company overview
- Garden products offering
- Recent developments
- Woolworths
- Company overview
- Garden products offering
- Recent developments
- Robert Dyas
- Company overview
- Garden products offering
- Recent developments
- Tesco
- Company overview
- Garden products offering
- Recent developments
- Asda
- Company overview
- Garden products offering
- Recent developments
- Direct selling
- Other retailers
Retailer Advertising and Promotion
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- Key points
- Advertising spend versus sales
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- Figure 44: Advertising spend versus garden products sales, 2004-07
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- Figure 45: Top 30 main monitored media advertising expenditure by garden centres, 2004-07
Appendix – Where They Shop and What They Buy
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- Figure 46: Products purchased from a specialist garden centre or nursery in the last 12 months, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size and car ownership, June 2008
- Figure 47: Products purchased from a specialist garden centre or nursery in the last 12 months, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size and car ownership, June 2008
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- Figure 48: Products purchased from a specialist garden centre or nursery in the last 12 months, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size and car ownership, June 2008
- Figure 49: Garden products purchased from a DIY store in the last 12 months, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size and car ownership, June 2008
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- Figure 50: Garden products purchased from a DIY store in the last 12 months, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size and car ownership, June 2008
- Figure 51: Outlets used for garden products in the last 12 months, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size and car ownership, June 2008
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- Figure 52: Outlets used for garden products in the last 12 months, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size and car ownership, June 2008
- Figure 53: Number of different outlets used for buying garden products in the last 12 months, by gender, age, socio-economic group, lifestage, working status, tenure, ACORN category, commercial TV viewing, region, media usage, supermarket usage, presence of children and Mintel’s Special Groups, June 2008
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Appendix – Attitudes Towards Garden Centres and Garden Products Buying
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- Figure 54: Attitudes towards garden centres and buying garden products, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size and car ownership, June 2008
- Figure 55: Attitudes towards garden centres and buying garden products, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size and car ownership, June 2008
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- Figure 56: Attitudes towards garden centres and buying garden products, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size and car ownership, June 2008
- Figure 57: Attitudes towards garden centres and buying garden products, by outlets used, June 2008
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- Figure 58: Attitudes towards garden centres and buying garden products, by outlets used, June 2008
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Appendix – Attitudes Towards Gardening and the Garden
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- Figure 59: Attitudes towards gardening, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size and car ownership, June 2008
- Figure 60: Attitudes towards gardening, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size and car ownership, June 2008
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- Figure 61: Attitudes towards gardening, by outlets used, June 2008
- Figure 62: Attitudes towards gardening, by outlets used, June 2008
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- Figure 63: Types of gardener – Enthusiasts, June 2008
- Figure 64: Types of gardener – Dabblers, June 2008
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- Figure 65: Types of gardener – Instants, June 2008
- Figure 66: Types of gardener – Uninterested, June 2008
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- Figure 67: Gardening consumer typologies, by gender, age, socio-economic group, lifestage, working status, tenure, ACORN category, commercial TV viewing, region, media usage, supermarket usage, presence of children and Mintel’s Special Groups, June 2008
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