Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Market size and forecast, garden products, 2006-16
- Market factors
- Companies, brands and innovation
- Retail distribution
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- Figure 2: Channels of distribution, garden products, 2010
- The consumer
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- Figure 3: Outlets used for garden products, April 2011
- Figure 4: Products purchased from DIY shops and garden centres/specialists in the last 12 months, April 2011
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- Figure 5: Target groups for garden products, April 2011
- What we think
Issues in the Market
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- How is the current economic squeeze affecting attitudes towards spending on garden products?
- Will the influence of multiple retailers in the sector change the competitive landscape?
- Is online shopping having an impact in garden centre retailing?
- Is the green agenda influencing customer shopping patterns?
- What do consumers feel about catering at garden centres and does it have an influence on their choice of shop?
Future Opportunities
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- Trend: FSTR & HYPR
- Trend: Why Buy?
Internal Market Environment
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- Key points
- More than eight in ten have a garden
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- Figure 6: Proportion of UK households with a garden or allotment, 2006-10
- Allotment gardening small but growing
- How does your garden grow?
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- Figure 7: Contents of the garden, 2010
- Lawns at the heart of most gardens
- Flowers in the borders
- Plenty of scope to increase customer base
- Take a seat outside
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- Figure 8: Items bought for the garden, 2010
- What consumers associate with their gardens
- Weather patterns highly influential
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- Figure 9: Mean annual temperature, summer temperature and summer sunshine hours, 2000-10
- Sliding circulation for gardening magazines
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- Figure 10: Circulation figures for gardening publications, 2009 and 2010
Broader Market Environment
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- Key points
- Economic indicators
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- Figure 11: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
- Confidence takes a hit
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- Figure 12: GfK NOP Consumer Confidence Index, January 1988-May 2011
- Slump in house moves
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- Figure 13: Number of UK residential property transactions, seasonally adjusted, by quarter, 2006-11
- Smaller households
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- Figure 14: UK households, by size, 2006-16
- Ageing population bodes well for the garden sector
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- Figure 15: Trends in the age structure of the UK population, 2006-16
- Growing affluence boosts garden product sales
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- Figure 16: Forecast adult population trends, by socio-economic group, 2006-16
- The connected garden
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- Figure 17: Broadband penetration, by demographics, 2004-10
- Organic and environmental trends
Competitive Context
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- Key points
- Spending on the home falls flat
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- Figure 18: UK retail value sales of home markets, 2006-10
- Spending priorities
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- Figure 19: What extra money is spent on, 2010 and 2011
- Faking it?
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Grow your own at the garden centre
- Online retail developments
- Homebase launches Get into Gardening online
- Dobbies opens environmentally friendly store
- Dobbies involves the community
- Marshalls launches iPad app
- Garden centres go into mainstream shopping centres
- Topical planting
Market Size and Forecast
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- Key points
- Good weather boosts demand
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- Figure 20: Consumer spend on garden products, 2006-16
- Mixed reaction to the economic squeeze
- Grow your own increasing in popularity
- Growing media and pots benefit
- Boost for tools
- Garden watering
- Outdoor living
- Tough times for landscaping and garden buildings
- Outlook
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- Figure 21: Market size and forecast, garden products, 2006-16
Retailer Profiles
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- Outlet numbers
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- Figure 22: Leading garden products retailers, by number of outlets, 2004-11
- The Garden Centre Group (formerly Wyevale)
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- Figure 23: The Garden Centre Group Ltd, financial performance, 2008 and 2009
- Dobbies Garden Centres
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- Figure 24: Dobbies Garden Centres plc, financial performance, 2009 and 2010
- The website includes links to social media such as Facebook and Twitter.
- Klondyke
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- Figure 25: Klondyke Garden Centres/William Strike Limited, financial performance, 2009 and 2010
- Notcutts
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- Figure 26: Notcutts Limited, financial performance, 2009 and 2010
- Hillier
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- Figure 27: Hillier nurseries, financial performance, 2008 and 2009
- Country Homes and Gardens
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- Figure 28: Country Homes and Gardens, financial performance, 2008 and 2009
- Squire’s
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- Figure 29: DJ Squire & Co Ltd, financial performance, 2009 and 2010
- Blue Diamond
- Garden & Leisure Group
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- Figure 30: The Garden & Leisure Group Ltd, financial performance, 2008 and 2009
- Other garden centres
- DIY stores
- B&Q
- Homebase
- Wickes
- Other outlets
- Argos
- John Lewis
- Wilkinson
- The Range
Channels of Distribution
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- Key points
- Sector dominated by DIY stores and garden centres
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- Figure 31: Retail sales of garden products, by outlet type, 2006-10
- Fragmented garden centre sector
- B&Q dominates the DIY sector
- Supermarkets convenient and cheap
- Other
- Online garden ranges
Retail Advertising and Promotion
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- Key points
- Main media advertising
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- Figure 32: Main media advertising expenditure by garden centres, 2007-10
- Fragmented advertising
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- Figure 33: Main media advertising expenditure by garden centres, by company, 2007-10
- Press dominates media expenditure
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- Figure 34: Main media advertising expenditure by garden centres, by media type, 2007-10
- Seasonality
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- Figure 35: Monthly main media advertising expenditure by garden centres, 2010
The Consumer – What Products are Purchased Where?
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- Key points
- Shoppers at garden centres and specialists
- Comparing purchases from DIY shops with garden centres
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- Figure 36: Most popular product purchased from garden centres/specialists and DIY shops in the last 12 months, April 2011
- Shoppers at garden centres
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- Figure 37: Products purchased from garden centres/specialists, April 2011
- Older, wealthier shoppers
- Families also important
- Non-users of garden centres and specialists
- Shoppers at DIY and other non-specialists
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- Figure 38: Products purchased from DIY stores, April 2011
The Consumer – Who Shops Where?
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- Key points
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- Figure 39: Retailers used to buy garden products, April 2011
- DIY stores rank highly
- Garden specialists and nurseries widely used
The Consumer – Factors Influencing Choice of Outlet
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- Key analysis
- Factors influencing choice of retailer
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- Figure 40: Factors influencing choice of retailer for garden products, April 2011
- The right price
- Instant gratification
- Choice
- Advice
- Café and restaurant
Target Groups
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- Four main customer types for garden products
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- Figure 41: Target groups for garden products, April 2011
- Love-to-shop (11%)
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- Figure 42: Factors influencing choice of retailer for garden products – Love-to-shop, April 2011
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- Figure 43: Products purchased from DIY shops and garden centres/specialists – Love-to-shop, April 2011
- Green fingers (14%)
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- Figure 44: Factors influencing choice of retailer for garden products – Green-fingers, April 2011
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- Figure 45: Products purchased from DIY shops and garden centres/specialists – Green fingers, April 2011
- Quick-fixers (36%)
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- Figure 46: Factors influencing choice of retailer for garden products – Quick-fixers, April 2011
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- Figure 47: Products purchased from DIY shops and garden centres/specialists – Quick-fixers, April 2011
- Bargain Hunters
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- Figure 48: Factors influencing choice of retailer for garden products – Bargain-hunters, April 2011
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- Figure 49: Products purchased from DIY shops and garden centres/specialists – Bargain-hunters, April 2011
Appendix – Internal Market Environment
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- Figure 50: Proportion of adults with garden/allotment, by demographics, 2010
- Figure 51: Contents of the garden, by demographics, 2010
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- Figure 52: Contents of the garden, by demographics, 2010
- Figure 53: Items bought for the garden, by demographics, 2010
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- Figure 54: Items bought for the garden, by demographics, 2010
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Appendix – The Consumer – What Products are Purchased Where?
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- Figure 55: Most popular products purchased from garden centres/specialists, by demographics, April 2011
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- Figure 56: Next most popular products purchased from garden centres/specialists, by demographics, April 2011
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- Figure 57: Other products purchased from garden centres/specialists, by demographics, April 2011
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- Figure 58: Least popular products purchased from garden centres/specialists, by demographics, April 2011
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- Figure 59: Most popular products purchased from DIY stores, by demographics, April 2011
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- Figure 60: Next most popular products purchased from DIY stores, by demographics, April 2011
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- Figure 61: Other products purchased from DIY stores, by demographics, April 2011
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Appendix – The Consumer – Who Shops Where?
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- Figure 62: Most popular retailers used to buy garden products, by demographics, April 2011
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- Figure 63: Next most popular retailers used to buy garden products, by demographics, April 2011
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Appendix – The Consumer – Factors Influencing Choice of Outlet
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- Figure 64: Most popular factors influencing choice of retailer for garden products, by demographics, April 2011
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- Figure 65: Next most popular factors influencing choice of retailer for garden products, by demographics, April 2011
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Appendix – Target Groups
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- Figure 66: Target groups, by demographics, April 2011
- Figure 67: Factors influencing choice of retailer for garden products, by target groups, April 2011
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- Figure 68: Products purchased from garden centres/specialists, by target groups, April 2011
- Figure 69: Products purchased from DIY stores, by target groups, April 2011
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- Figure 70: Retailers used to buy garden products, by target groups, April 2011
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