Table of Contents
Executive Summary
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- The market
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- Figure 1: Consumer spend on garden products, 2009-19
- Market factors
- Some 22.8 million gardens in the UK
- Growing your own
- Rain dampens enthusiasm
- Gardens important to older people
- More smartphones boost online shopping
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- Figure 2: Percentage of garden products sales online, by value, 2010-14 (est)
- Companies, brands and innovation
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- Figure 3: Distribution of garden products by type of retailer, 2013 (est)
- The consumer
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- Figure 4: Gardens where you live, by type, April 2014
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- Figure 5: Gardens products purchased in store and online in the last 12 months, April 2014
- B&Q tops list of garden retailers used
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- Figure 6: Where people bought garden products, April 2014
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- Figure 7: Things that would attract people to visit garden centres more often, April 2014
- What we think
Issues and Insights
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- Will more garden centre shopping go online?
- The facts
- The implications
- Are supermarkets grabbing share from the garden centres?
- The facts
- The implications
- What should garden centres do to attract the next generation of gardeners?
- The facts
- The implications
Trend Application
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- Trend: Edutainment
- Trend: Slow it all down
- Trend: Return to the experts
Internal Market Environment
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- Key points
- Some 86% have a garden or outdoor space
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- Figure 8: Type of garden, April 2014
- Some 2% has an allotment
- Interest in growing vegetables
- Paving taking over the front garden
- The weather affects demand
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- Figure 9: UK average rainfall, mm, 2000-13
- Figure 10: UK average rainfall, mm, by month, 2012 and 2013
- Community gardening
- Get children into gardening
- Protecting bees
- Locally sourced
Broader Market Environment
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- Key points
- Gardening once the family leaves home
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- Figure 11: Forecast adult population trends, by lifestage, 2008-18
- Ageing population is positive for gardening
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- Figure 12: Trends in the age structure of the UK population, 2009-19
- Steady numbers of ABs
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- Figure 13: Forecast adult population trends, by socio-economic group, 2008-18
- Seven in 10 has a smart phone
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- Figure 14: Technology products owned, September 2012 and April 2014
Competitive Context
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- Key points
- What consumers spend on their homes
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- Figure 15: Consumer expenditure on selected items for the home, 2009-13
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Investment in higher retail standards
- Five star garden centres
- Creating more reasons to visit
- Leisure activities
- Encouraging Christmas trade
- Supermarkets intensifying competition
- Environmentally friendly gardens
- Made for Chelsea
Market Size and Segmentation
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- Key points
- Steady growth for garden products
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- Figure 16: Consumer spend on garden products, 2009-19
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- Figure 17: Consumer spend on garden products, at current and constant 2014 prices, 2009-19
- Market segmentation
- Wet weather dampens demand
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- Figure 18: Consumer spend on garden products, 2010-14 (est)
- Plants – A third of spend
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- Figure 19: Consumer spend on garden products, by segment, 2013
- Flat market conditions
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- Figure 20: Consumer spend on garden products, by segment, 2009-13
- What people spent in detail
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- Figure 21: Consumer spend on garden products, by detailed segment, 2009-13
- Plants a seasonal purchase
- Garden care
- Outdoor living
- Garden buildings
- Wild birds
Companies and Products
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- Key points
- Concentration into multiple groups
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- Figure 22: Selected leading garden centre retailers, by number of outlets, 2010-14
- Garden Centre Group
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- Figure 23: Garden Centre Group: Group financial performance, 2011 and 2012
- Dobbies Garden Centres plc
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- Figure 24: Dobbies Garden Centres plc: sales, year to February 2008-13
- Figure 25: Dobbies Garden Centres plc: Group financial performance, 2012 and 2013
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- Figure 26: Artists impression of joint Tesco Dobbies for East Kilbride, 2014
- Klondyke/William Strike
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- Figure 27: Klondyke: Group financial performance, 2012 and 2013
- Notcutts Nurseries Ltd
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- Figure 28: Notcutts Nurseries Ltd: Group financial performance, 2012 and 2013
- Hillier Nurseries Group Ltd
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- Figure 29: Hillier Nurseries Group Ltd: Group financial performance, 2012 and 2013
- Blue Diamond
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- Figure 30: Blue Diamond: Group financial performance, 2011 and 2012
- DJ Squire & Co Ltd
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- Figure 31: DJ Squire & Co Ltd: Group financial performance, 2012 and 2013
- Other garden centres
- Non-specialist retailers
- DIY retailers
- B&Q
- Homebase
- Other outlets
- Argos
- John Lewis
- Wilkinson
- Next
- The Range
- IKEA
- Supermarkets
- Home shopping retailers
- Bakker Holland
- Crocus
- Leadthegoodlife
- Other
- General home shopping retailers
Channels of Distribution
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- Key points
- DIY multiples and garden centres dominant
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- Figure 32: Distribution of garden products by type of retailer, 2013 (est)
- Garden centres are holding their own
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- Figure 33: Distribution of garden products by type of retailer, 2011-2013 (est)
- Garden and DIY have a logical fit
- Non-garden goods shore up performance of garden retailers
- The march of the supermarkets
- Other retailers
- Shopping online
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- Figure 34: Percentage of garden products sales online, by value, 2010-14
Space Allocation Summary
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- Key points
- Space allocation overview
- Space allocation summary data
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- Figure 35: Garden Centre Group, Maidenhead Aquatics, June 2014
- Figure 36: Garden products retailers outdoor space allocation, June 2014
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- Figure 37: Garden products retailers indoor space allocation, June 2014
- Figure 38: Garden products retailers concession split by percentage of total selling space, June 2014
- Detailed space allocation estimates
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- Figure 39: Garden products retailers outdoor – inside sales area, June 2014
- Figure 40: Garden products retailers detailed space allocation estimates, June 2014
Brand Communication and Promotion
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- Key points
- Topline expenditure picks up in 2013
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- Figure 41: Main monitored advertising expenditure, garden products, 2010-2013
- Figure 42: Main monitored advertising expenditure, garden products, by company, 2010-13
- Ikea enters the fray
- Scotts promotes Flower Magic
- Four supermarkets rank among the top advertisers
- Media share of garden advertising
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- Figure 43: Main monitored advertising expenditure, garden products, percentage share by media type, 2013
- Figure 44: Main monitored advertising expenditure, garden products, percentage share by media type, 2010-2013
- Seasonal advertising for garden products
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- Figure 45: Monthly main media advertising expenditure, garden products by month, 2012 and 2013
- Industry-wide initiatives
The Consumer – Garden Ownership
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- Key points
- Garden ownership
- Some 86% has a garden or outdoor space
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- Figure 46: Gardens where you live, by type, April 2014
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- Figure 47: Gardens where you live, any garden or outdoor space, by age and socio-economic group, April 2014
- Gardens by lifestage
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- Figure 48: Gardens where you live, by type, by lifestage, April 2014
- Profiling who does the garden
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- Figure 49: Responsibility for the garden, by age, June 2013
The Consumer – Garden Products Purchased in the Last 12 Months
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- Key points
- Overview of in store and online shopping
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- Figure 50: Any garden products bought in the last 12 months, April 2014
- Comparing what is bought in store and online for the garden
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- Figure 51: Gardens products purchased in the last twelve months, ratio of in-store to online purchases, April 2014
- What people bought for the garden in stores and online
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- Figure 52: Gardens products purchased in store and online in the last twelve months, April 2014
- Findings from the qualitative research
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- Figure 53: Repertoire of Gardens products purchased in the last 12 months, April 2014
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- Figure 54: Gardens products purchased in the last twelve months, by type of garden owned, April 2014
The Consumer – Where People Shopped for Garden Products
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- Key points
- Where people bought garden products
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- Figure 55: Where people bought garden products, April 2014
- Comparing shopping at DIY stores with garden centres
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- Figure 56: Where people bought garden products, DIY stores and garden centres, April 2014
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- Figure 57: Where people bought garden products, DIY stores and garden centres, by age and socio-economic group, April 2014
- Comparing shoppers who use B&Q or garden centres
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- Figure 58: Where people bought garden products, B&Q and any garden centre, by age and socio-economic group, April 2014
- Comparing who shops at large and small garden centres
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- Figure 59: Where people bought garden products, large and small garden centres, April 2014
- Who buys garden products in supermarkets?
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- Figure 60: Where people bought garden products, B&Q. any garden centre and supermarkets, by age and socio-economic group, April 2014
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- Figure 61: Where people bought garden products, repertoire, April 2014
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- Figure 62: Where people bought garden products, repertoire, by socio-economic group, April 2014
The Consumer – What Would Attract People to Visit Garden Centres More Often?
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- Key points
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- Figure 63: Things that would attract people to visit garden centres more often, April 2014
- Retirees are attracted by coffee shops
- People with young children are looking for somewhere to go
- One in five mention expert staff
- Inspiring garden displays
- Fairly low interest in shopping and browsing
- Young and lower socio-economic groups least engaged with visiting garden centres more often
- Is there a typical garden centre shopper?
- Which celebrities would people think of to help improve a garden centre?
Appendix – The Consumer – Garden Ownership
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- Figure 64: Garden ownership, by demographics, April 2014
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Appendix – The Consumer – Garden Products Purchased In-store in the Last 12 Months
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- Figure 65: Most popular garden products purchased in-store in the last 12 months, by demographics, April 2014
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- Figure 66: Next most popular garden products purchased in-store in the last 12 months, by demographics, April 2014
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Appendix – The Consumer – Garden Products Bought Online in the Last 12 Months
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- Figure 67: Most popular garden products bought online in the last 12 months, by demographics, April 2014
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- Figure 68: Next most popular garden products bought online in the last 12 months, by demographics, April 2014
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Appendix – The Consumer – Garden Products Bought In-store/Online in the Last 12 Months
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- Figure 69: Most popular any garden products bought in the last 12 months, by demographics, April 2014
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- Figure 70: Next most popular any garden products bought in the last 12 months, by demographics, April 2014
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Appendix – The Consumer – Where People Bought Garden Products
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- Figure 71: Most popular where people bought garden products, by demographics, April 2014
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- Figure 72: Next most popular where people bought garden products, by demographics, April 2014
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- Figure 73: Other where people bought garden products, by demographics, April 2014
- Repertoire of where people bought garden products
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- Figure 74: Repertoire of where people bought garden products, by demographics, April 2014
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Appendix – The Consumer – What Would Attract People to Visit Garden Centres More Often?
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- Figure 75: Most popular what would attract people to visit garden centres more often?, by demographics, April 2014
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- Figure 76: Next most popular what would attract people to visit garden centres more often?, by demographics, April 2014
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- Figure 77: Other what would attract people to visit garden centres more often?, by demographics, April 2014
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