Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Abbreviations
Future Opportunities
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- Austerity gardening
- Keep calm and carry on…
- Less waste
- It’s a community thing
- Moving from novice to keen gardener
- Frugal fun (and food) for all the family
- The beauty of the great outdoors
- The kitchen garden
- Switching off in the garden
- Focusing on plants and the natural world
- Greening the garden
Market in Brief
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- Garden products buck the recession
- Massive potential to drive more gardening
- Need to encourage more younger gardeners
- Plants the area of strength for garden centres
- Opportunity to encourage more customer loyalty
- Targeting varying levels of gardening interest
Internal Market Environment
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- Key points
- Vast majority have a garden, but more would like an allotment
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- Figure 1: Proportion of adults with garden/allotment, 2005-09
- More garden space being allocated to vegetables
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- Figure 2: Contents of the garden, 2005-09
- Seed purchasers up, but fewer buying plants
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- Figure 3: Items bought for the garden, 2005-09
- Garden furniture sees growth in ownership
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- Figure 4: Ownership and purchasing of garden furniture, tools, equipment and barbecues, 2005-09
- No getting away from the weather
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- Figure 5: Mean annual temperature, summer temperature and summer sunshine hours, 2000-09
- Impact of print media on gardening declining
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- Figure 6: Circulation figures for gardening publications, 2008-09
Broader Market Environment
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- Key points
- Reluctance to spend on big ticket items
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- Figure 7: GDP, PDI and consumer expenditure, at current prices, 2005-15
- More households, but not all with gardens
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- Figure 8: UK households, by size, 2005-15
- Ageing population good news for gardening sector
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- Figure 9: Trends in the age structure of the UK population, 2005-15
- Growing affluence favours garden products
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- Figure 10: Forecast adult population trends, by socio-economic group, 2005-15
- Internet for inspiration and ideas
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- Figure 11: Profile of visitors to Gardenweb.com, June 2010
- Being green and gardening go hand in hand
Competitive Context
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- Key points
- Garden products bucks the trend in recession
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- Figure 12: Comparison of sales of garden products with other household markets, 2005-10
- Spending on the garden important, but not a top priority
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- Figure 13: Expenditure priorities, 2007-10
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Getting the nation growing
- Not forgetting the future generation of gardeners
- Meeting the growing demand for allotment space
- Increasing role of technology
- Celebrity ranges
Market Size and Forecast
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- Key points
- Early good weather drives 2009 sales growth
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- Figure 14: Household expenditure on garden products, 2005-15
- Grown your own leads the way
- Knock-on effect for growing media and plant care
- Garden hand tools also benefit from more gardening
- Staying at home helps outdoor living
- Landscaping and buildings hit by recession
- Future prospects remain dependent on weather
Retailer Profiles
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- Outlet numbers
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- Figure 15: Leading garden products retailers, by number of outlets, 2004-10
- Garden centres
- The Garden Centre Group (formerly Wyevale)
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- Figure 16: Wyevale (Leisure Centres) Ltd, financial performance, 2004-08
- Dobbies Garden Centres
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- Figure 17: Dobbies Garden Centres plc, financial performance, 2004-09
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- Figure 18: Profile of visitors to Dobbies.com, June 2010
- Klondyke
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- Figure 19: Klondyke Group Ltd, financial performance, 2005-09
- Notcutts
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- Figure 20: Notcutts Ltd, financial performance, 2005-09
- Hillier
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- Figure 21: Hillier Nurseries, financial performance, 2005-09
- Country Homes and Gardens
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- Figure 22: Country Homes and Gardens, financial performance, 2005-09
- Squire’s
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- Figure 23: DJ Squire & Co Ltd, financial performance, 2005-09
- Blue Diamond
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- Figure 24: Blue Diamond, financial performance, 2005-09
- Garden & Leisure Group
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- Figure 25: The Garden & Leisure Group Ltd, financial performance, 2004-08
- Other garden centres
- DIY stores
- B&Q
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- Figure 26: Profile of visitors to diy.com, June 2010
- Homebase
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- Figure 27: Profile of visitors to homebase.com, June 2010
- Wickes
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- Figure 28: Profile of visitors to wickes.com, June 2010
- Focus
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- Figure 29: Profile of visitors to Focusdiy.co.uk, June 2010
- Other sources
- Argos
- John Lewis
- Wilkinson
- Robert Dyas
- Supermarkets
Channels of Distribution
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- Key points
- DIY stores and garden centres dominate
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- Figure 30: Retail sales of garden products, by outlet type, 2005-09
- Garden centres sector highly fragmented
- B&Q leads in the DIY sector
- Supermarkets appeal for convenience
- Online gardening presence increasing
Brand Communication and Promotion
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- Key points
- Limited spending increased in 2009
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- Figure 31: Main media advertising expenditure, by garden centres, 2006-09
- Dobbies the biggest spender among garden centres
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- Figure 32: Main media advertising expenditure, by garden centres, by company, 2006-09
- Advertising dominated by local press and direct mail
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- Figure 33: Main media advertising expenditure by garden centres, % by media type, 2006-09
- Peaks in spending in the spring and pre-Christmas
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- Figure 34: Seasonal variation of main media advertising expenditure, by garden centres, 2006-09
- Internet growing in importance
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- Figure 35: Visits to selected garden-related websites, June 2010
- Figure 36: Profile of visitors to garden suppliers’ websites, June 2010
Consumers – Where They Shop and What They Buy
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- Key points
- Two thirds visit garden centres or nurseries
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- Figure 37: Products purchased from a specialist garden centre or nursery in the last 12 months, 2006-10
- Garden products dominate purchasing
- Bringing horticulture into the home
- Focusing on the premium end of outdoor living
- Cafés an important revenue stream
- Garden products big business for DIY stores
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- Figure 38: Gardening products purchased from a DIY store in the last 12 months, 2006-10
- Strong link with DIY for manufactured goods
- DIY stores also attracting more plant sales
- Retired also shopping at DIY stores in large numbers
- B&Q the nation’s top garden retailer
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- Figure 39: Places from where garden products were bought in the last 12 months, April 2010
- Slightly younger audience attracted to DIY stores
- Garden centres favoured by those with more time
- Number of garden products categories purchased from
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- Figure 40: Number of different garden product categories purchased from specialist garden centres/nurseries or DIY stores in the last 12 months, April 2010
Attitudes Towards Garden Centres and Buying Garden Products
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- Key points
- More shopping around than sticking to one place
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- Figure 41: Attitudes towards shopping for gardening products, April 2010
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- Figure 42: Shopping around or buying most garden products from the same place, by age, April 2010
- Driving sales from one-stop shopping
- Emphasising quality and range of products
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- Figure 43: Importance attached to range and quality of plants, by age, April 2010
- For others price is the overriding factor
- Advice can make a difference
- Internet has a supporting role to play
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- Figure 44: Use of the internet to browse garden products, by age and socio-economic group, April 2010
Attitudes Towards Gardening and the Garden
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- Key points
- Targeting varying levels of interest in gardening
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- Figure 45: Agreement with statements on gardening, April 2010
- Strong older bias to gardening as a hobby
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- Figure 46: Levels of interest in gardening, by age, April 2010
- Effortlessly keeping up appearances
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- Figure 47: Preference for low-maintenance gardens and liking an attractive garden but being too busy to do gardening, by age, April 2010
- GYO still has more potential
- Garden centres as a good source of ideas
- Promoting the leisure aspects of garden centres
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- Figure 48: ‘Going to the garden centre is an enjoyable trip out’, by age and socio-economic group, April 2010
Target Buying Groups
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- Key points
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- Figure 49: Target buying groups for garden products, April 2010
- Gardening Trippers (13%)
- Keeping Up Appearances (15%)
- Green Fingers (9%)
- Garden Dabblers (18%)
- Apathetic (45%)
Appendix – Internal Market Environment
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- Figure 50: Proportion of adults with garden/allotment, by demographics, 2009
- Figure 51: Contents of the garden, by demographics, 2009
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- Figure 52: Items bought for the garden, by demographics, 2009
- Figure 53: Ownership of garden furniture, tools, equipment and barbecues, by demographics, 2009
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Appendix – Where They Shop and What They Buy
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- Figure 54: Products purchased from a specialist garden centre or nursery in the last 12 months, by demographics, April 2010
- Figure 55: Products purchased from a specialist garden centre or nursery in the last 12 months, by demographics, April 2010
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- Figure 56: Products purchased from a specialist garden centre or nursery in the last 12 months, by demographics, April 2010
- Figure 57: Gardening products purchased from a DIY store in the last 12 months, by demographics, April 2010
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- Figure 58: Gardening products purchased from a DIY store in the last 12 months, by demographics, April 2010
- Figure 59: Places from where garden products were bought in the last 12 months, by demographics, April 2010
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- Figure 60: Places from where garden products were bought in the last 12 months, by demographics, April 2010
- Figure 61: Repertoire of products purchased from a specialist garden centre or nursery in the last 12 months, by demographics, April 2010
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- Figure 62: Repertoire of gardening products purchased from a DIY store in the last 12 months, by demographics, April 2010
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Appendix – Attitudes Towards Garden Centres and Buying Garden Products
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- Figure 63: Attitudes towards shopping for gardening products, by demographics, April 2010
- Figure 64: Attitudes towards shopping for gardening products, by demographics, April 2010
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- Figure 65: Attitudes towards shopping for gardening products, by demographics, April 2010
- Figure 66: Attitudes towards shopping for gardening products, by places from where garden products were bought in the last 12 months, April 2010
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- Figure 67: Attitudes towards shopping for gardening products, by places from where garden products were bought in the last 12 months, April 2010
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Appendix – Attitudes Towards Gardening and the Garden
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- Figure 68: Attitudes towards gardening and the garden, by demographics, April 2010
- Figure 69: Attitudes towards gardening and the garden, by demographics, April 2010
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- Figure 70: Attitudes towards gardening and the garden, by demographics, April 2010
- Figure 71: Attitudes towards gardening and the garden, byplaces from where garden products were bought in the last 12 months, April 2010
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- Figure 72: Attitudes towards gardening and the garden, by places from where garden products were bought in the last 12 months, April 2010
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Appendix – Target Buying Groups
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- Figure 73: Attitudes towards gardening and the garden, by target groups, April 2010
- Figure 74: Target groups, by demographics, April 2010
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- Figure 75: Products purchased from a specialist garden centre or nursery in the last 12 months, by target groups, April 2010
- Figure 76: Gardening products purchased from a DIY store in the last 12 months, by target groups, April 2010
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- Figure 77: Places from where garden products were bought in the last 12 months, by target groups, April 2010
- Figure 78: Attitudes towards shopping for gardening products, by target groups, April 2010
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- Figure 79: Repertoire of products purchased from a specialist garden centre or nursery in the last 12 months, by target groups, April 2010
- Figure 80: Repertoire of gardening products purchased from a DIY store in the last 12 months, by target groups, April 2010
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