Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Actual and forecast consumer spend on garden products, 2008-18
- Figure 2: Consumer spend on garden products, by segment, 2012
- Market factors
- How many gardens?
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- Figure 3: Percentage of people with or without a garden or outdoor space, March 2013
- Rainy days
- More gardeners
- Barbecuing in the garden
- Pent-up demand
- Companies and distribution
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- Figure 4: Retail sales of garden products, by outlet type, 2012
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- Figure 5: Percentage of garden products sales online, by value, 2008-12
- The consumer
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- Figure 6: Responsibility for the garden, June 2013
- Figure 7: Types of garden, June 2013
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- Figure 8: Any garden products purchased in the last twelve months, by age and socio-economic group, March 2013
- Figure 9: Garden products purchased in the last twelve months, March 2013
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- Figure 10: Garden products purchased in the last twelve months, bought any and bought any online, March 2013
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- Figure 11: Buying garden products, March 2013
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- Figure 12: Plans for the garden for the next twelve months, March 2013
- Gardens associated with relaxation
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- Figure 13: Attitudes to the garden, June 2013
- What we think
Issues in the Market
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- Are people flocking to buy garden products online?
- Is there a future for independents in garden retailing?
- How important are cafés and restaurants at garden centres?
- Do DIY retailers have a strong following of garden shoppers?
- Is competition intensifying?
Trend Application
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- Trend: Sense of the Intense
- Trend: The Real Thing
- Mintel Futures: Generation Next
Internal Market Environment
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- Key points
- Who has a garden?
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- Figure 14: Type of garden, June 2013
- Paving over the plot
- Grow your own
- Wet summers
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- Figure 15: Rainfall, percentage above or below monthly average, UK, 2012
- Creating a rain garden
- Garden titles have falling circulation
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- Figure 16: average net print per issue, gardening publications, 2011 and 2012
- Figure 17: Digital edition Gardening magazines by average net circulation per issue (UK/RoI), July-December 2012
- Many wait for allotments
- Community gardening
- Getting children gardening
- Protecting bees
- British products
Broader Market Environment
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- Key points
- Ageing population positive news for garden retailing
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- Figure 18: Trends in the age structure of the UK population, 2007-17
- The socio-economic split
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- Figure 19: Forecast adult population trends, by socio-economic group, 2008-18
- Consumer confidence rises
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- Figure 20: Trends in consumer sentiment for the coming year, April 2009-13
- Figure 21: Consumer sentiment for the coming year, April 2013
- Entertaining at home
- School gardening
- Putting a price on the environment
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- Figure 22: PRIORITY PLACED ON BEING GREEN IN THE COMING YEAR, JANUARY 2012
- A connected world
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- Figure 23: Technology products owned, September 2012-January 2013
Competitive Context
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- Key points
- What consumers spend on their homes and gardens
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- Figure 24: Consumer spend on selected household categories, 2008-12
- Spending priorities
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- Figure 25: Trends in what extra money is spent on, April 2010-13
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Refurbishment raises the bar
- Dobbies Edinburgh improves range of concessions
- Leisure activities for families
- Notcutts shores up online offering
- Waitrose enters garden retailing
Market Size and Segmentation
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- Key points
- Forecast
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- Figure 26: Consumer spend on garden products, 2008-18
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- Figure 27: consumer spend on garden products, at current and constant 2013 prices, 2008-18
- Wet weather dampens demand
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- Figure 28: Consumer spend on garden products, 2007-12
- Plants – A third of spend
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- Figure 29: Consumer spend on garden products, by segment, 2012
- Plant sales hold up best
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- Figure 30: Consumer spend on garden products, by segment, 2008-12
- What people spent in detail
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- Figure 31: Consumer spend on garden products, by detailed segment, 2008-12
- Plants and seeds sell well
- Poor sales for powered tools
- Fertilizers and weed killers in demand
- Garden furniture falls
- Always time for a barbecue
- Storing all that stuff
- Retailer response to tough trading conditions
Space Allocation Summary
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- Summary data
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- Figure 32: Garden products retailers outdoor space allocation, June 2012
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- Figure 33: Garden products retailers indoor space allocation, June 2012
- Detailed space allocation estimates
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- Figure 34: Garden products retailers: Internal – external sales area, June 2013
- Figure 35: Garden products retailers: Detail space allocation estimates, June 2012
- Sales mix
Companies and Products
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- Key points
- Leading garden centres
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- Figure 36: Selected leading garden centre retailers, by number of outlets, 2008-13
- The Garden Centre Group
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- Figure 37: Key financials for The Garden Centre Group Trading Limited, 2010 and 2011
- Dobbies Garden Centres
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- Figure 38: Key financials for Dobbies Garden Centres Limited, 2011 and 2012
- Klondyke
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- Figure 39: Key financials for Klondyke Group Limited, 2011 and 2012
- Notcutts
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- Figure 40: Key financials for Notcutts Group Limited, 2011 and 2012
- Hillier
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- Figure 41: Financial performance of Hillier Nurseries Limited, 2010 and 2011
- Squire’s
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- Figure 42: Key financials for D J Squire & Co Limited, 2011 and 2012
- Blue Diamond
- Garden & Leisure Group
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- Figure 43: Key financial performance for The Garden and Leisure Group Limited, 2010 and 2011
- Other garden centres
- DIY stores
- B&Q
- Homebase
- Wickes
- Other outlets
- Argos
- John Lewis
- Wilkinson
- Next
- The Range
- IKEA
- Supermarkets
- Home shopping retailers
- Bakker Holland
- Crocus
- Garden Bargains
- Other
- General home shopping retailers
Channels of Distribution
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- Key points
- Little change in distribution
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- Figure 44: Distribution of garden products, by type of retailer, 2010-12
- Garden and DIY go well together
- Non-garden goods shore up performance of garden retailers
- The march of the supermarkets
- Other retailers
- Shopping online
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- Figure 45: Percentage of garden products sales online, by value, 2008-12
Brand Communication and Promotion
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- Key points
- Adspend at £40.7 million in 2012
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- Figure 46: Main monitored advertising expenditure, garden products, 2008-12
- Figure 47: Main monitored advertising expenditure, garden products, by company, 2008-12
- TV and press preferred media channels
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- Figure 48: Main monitored advertising expenditure, garden products, percentage share, by media type, 2008-12
- Big push in the run-up to summer
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- Figure 49: Monthly main media advertising expenditure, garden products, by month, 2011 and 2012
- Homebase launches innovative ‘going fast’ installation
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- Figure 50: Homebase ‘Going Fast’ display, May 2013
The Consumer – Garden Ownership
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- Key points
- 18% do not have any outdoor space
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- Figure 51: Percentage of people with or without a garden or outdoor space, March 2013
- Types of garden
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- Figure 52: Type of garden, June 2013
- Who does the gardening?
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- Figure 53: Responsibility for the garden, June 2013
- Profiling the gardeners
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- Figure 54: Responsibility for the garden, by age, June 2013
- Who shops for the garden?
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- Figure 55: Any garden products purchased in the last twelve months, by age and socio-economic group, March 2013
- What people buy for the garden
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- Figure 56: Garden products purchased in the last twelve months, March 2013
- Profiling the plant shopper
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- Figure 57: Garden products purchased in the last twelve months, plants, by age, socio-economic group and lifestage, March 2013
- Are they shopping for the garden online?
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- Figure 58: Garden products purchased in the last twelve months, bought any and bought any online, March 2013
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- Figure 59: Garden products purchased in the last twelve months, plants, bought any and bought any online, by age, March 2013
- How many products do they buy for the garden?
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- Figure 60: Repertoire of garden products purchased in the last twelve months, by age, March 2013
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- Figure 61: Garden products purchased in the last twelve months, by repertoire, March 2013
The Consumer – Shopping for Garden Products
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- Key points
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- Figure 62: Buying garden products, March 2013
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- Figure 63: Mostly shop at garden centres or DIY stores, March 2013
- Who makes a special trip?
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- Figure 64: Special trip or pick up wherever I happen to be, by age and socio-economic group, March 2013
- 13% say they look around departments
- Looking for best prices
- Paying extra for higher quality
- Anyone for coffee?
The Consumer – Planning Ahead
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- Key points
- What they plan for their gardens
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- Figure 65: Plans for the garden for the next twelve months, March 2013
- Entertaining in the garden
- Instant colour
- Enhancing flavour
- Birds and bees
- No plans for 29% of gardens
- A natural gardening approach
- Style in the garden
- Spending a windfall
- …water features are popular
- …improve the lawn
- …outdoor dining
- …planting veg
The Consumer – Attitudes to the Garden
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- Key points:
- Attitudes to the garden
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- Figure 66: Attitudes to the garden, June 2013
- An enjoyable place to relax
- Socialising and cooking in the garden
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- Figure 67: Attitudes to the garden, socialising and cooking, by age, June 2013
- An attractive space
- Gardening with the kids
- Attractive garden furniture
- Hard landscaping
Appendix – The Consumer – Garden Products Purchased in the Last Twelve Months
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- Figure 68: Most popular garden products purchased in-store in the last twelve months, by demographics, March 2013
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- Figure 69: Next most popular garden products purchased in-store in the last twelve months, by demographics, March 2013
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- Figure 70: Garden products purchased online in the last twelve months, by demographics, March 2013
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Appendix – The Consumer – Shopping for Garden Products
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- Figure 71: Most popular buying garden products, by demographics, March 2013
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- Figure 72: Next most popular buying garden products, by demographics, March 2013
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Appendix – The Consumer – Planning Ahead
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- Figure 73: Most popular plans for the garden for the next twelve months, by demographics, March 2013
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- Figure 74: Next most popular plans for the garden for the next twelve months, by demographics, March 2013
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Appendix – Further Analysis
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- Figure 75: Repertoire of garden products purchased in-store in the last twelve months, by demographics, March 2013
- Figure 76: Garden products purchased in the last twelve months, by most popular buying garden products, March 2013
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- Figure 77: Garden products purchased in-store in the last twelve months, by next most popular buying garden products, March 2013
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Appendix – The Consumer – Type of Garden
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- Figure 78: Type of garden by demographics, June 2013
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Appendix – The Consumer – Responsibility for Doing the Garden
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- Figure 79: Responsibility for doing the garden, by demographics, June 2013
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Appendix – The Consumer – Attitudes to the Garden
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- Figure 80: Attitudes to the garden, by demographics, June 2013
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