Table of Contents
Executive Summary
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- Garden spending boosted by higher consumer confidence
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- Figure 1: Consumer spending on garden products, 2010-20
- Improving point of sale presentation boosts plant sales
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- Figure 2: The garden market, by segment, 2015 (est)
- DIY shops and garden centres capture 59% of the market
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- Figure 3: Distribution of garden products, by type of retailer, 2014 (est)
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- Figure 4: Garden centre operators, turnover (excluding VAT), 2013-14
- More gardening for third age and retired
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- Figure 5: Garden purchasers, April 2015
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- Figure 6: Garden products purchased in the last 12 months, April 2015
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- Figure 7: Retailers used for garden products, April 2015
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- Figure 8: Influential factors in choice of where to buy garden products, April 2015
Issues and Insights
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- Is online shopping for garden products growing market share?
- The facts
- The implications
- What are the technical trends that will affect garden shopping?
- The facts
- The implications
- Can garden centres attract more under-45s?
- The facts
- The implications
The Market – What You Need to Know
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- Improved consumer confidence boosts garden spending
- Weather can create volatility
- Plants make up 29% of spend
- GYO and projects in a day are important
- Entertaining in the garden boosts demand
- Almost 23 million gardens in the UK
Market Size and Forecast
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- Figure 9: Consumer spending on garden products, 2010-20
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Segment Performance
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- Seasonal planting
- More entertaining in the garden
- Garden chemicals
- Cordless and robot mowers
- Stylish sheds
- Wild birds
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- Figure 10: The garden market, by segment, 2015 (est)
- Figure 11: Consumer spend on garden products, by detailed segment, 2010-14
Market Drivers
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- Ownership of gardens
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- Figure 12: Type of garden, April 2014
- Allotments for 2% of households
- GYO fruit and veg
- Front gardens could be revived
- Rainy days
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- Figure 13: UK average rainfall, mm, by month, 2013 and 2014
- Ageing population
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- Figure 14: Trends in the age structure of the UK population, 2009-19
Key Players – What You Need To Know
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- Growing pressure from non-specialists
- Wyevale and Dobbies are the largest chains
- Dobbies opening joint-sited stores with Tesco
- Many other successful garden centres
- Investment in online shopping
- More click and collect
Channels to Market
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- New competitive pressures
- Growth of non-core ranges
- Major position for DIY stores
- Rise of the budget chains
- The rise of online and multi-channel
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- Figure 15: Distribution of garden products by type of retailer, 2014 (est)
Garden Centres
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- Figure 16: Garden centre operators, turnover (excl VAT), 2010-14
- Profitability of garden centres
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- Figure 17: Garden centre operators, operating profits, 2010-14
- Wyevale has four times more stores than nearest competitor
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- Figure 18: Garden centre operators, outlet numbers, 2011-15
- Sales per outlet
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- Figure 19: Garden centre operators, sales per outlet (excluding VAT), 2010-14
- Trading online
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- Figure 20: Garden centre operators, online activity, 2015
- A coffee and something to eat
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- Figure 21: Garden centre operators, catering summary, 2015
- Creating more reasons to spend
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- Figure 22: Examples of concessions featured at garden centres, 2015
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Space Allocation Summary
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- Outdoor space allocation overview
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- Figure 23: Garden products retailers outdoor space allocation, May 2015
- Indoor space allocation overview
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- Figure 24: Garden products retailers indoor space allocation, May 2015
- Figure 25: Garden products retailers total outdoor – Indoor percentage space mix, May 2015
- Concessions and trading partners
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- Figure 26: Wyevale Garden Centres Hillingdon, Bonmarché, May 2015
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- Figure 27: Garden products retailers concession/trading partner split by percentage of total selling space, May 2015
- Detailed space allocation estimates
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- Figure 28: Garden products retailers detailed space allocation estimates, May 2015
Brand Communication and Promotion
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- Advertising spend on the increase
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- Figure 29: Main monitored advertising expenditure, garden products, 2011-14
- Advertising peaks in April
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- Figure 30: Main monitored advertising expenditure, garden products, by month, 2013-14
- B&Q tops the advertisers
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- Figure 31: Main monitored advertising expenditure, garden products, by advertiser, 2011-14
- Television accounts for half of adspend
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- Figure 32: Main monitored advertising expenditure, garden products, by media type, 2014
Innovation
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- Garden centre refurbishments
- Café and restaurant additions
- Online and mobile developments
The Consumer – What You Need to Know
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- 80% of over-55s have a planted garden
- Huge participation in shopping for the garden
- Plants and shrubs drive customer traffic
- DIY stores are the most popular destination
- Factors influencing choice
Presence of a Garden or Outside Space
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- 86% have a garden
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- Figure 33: Garden ownership, April 2014
- Purchasing for the garden
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- Figure 34: Garden purchasers, April 2015
- Purchasing for the garden increases with age
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- Figure 35: People with a garden or outside space who bought garden products, by age, April 2015
Garden Purchases
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- Figure 36: Garden products purchased in the last 12 months, April 2015
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- Figure 37: Repertoire of garden products purchased in the last 12 months, April 2015
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Retailers Used for Garden Products
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- Figure 38: Retailers used for garden products, April 2015
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- Figure 39: Retailers used for garden products, repertoire, April 2015
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Influential Factors in Choice of Where to Buy Garden Products
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- Figure 40: Influential factors in choice of where to buy garden products, April 2015
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Appendix – Data Sources and Abbreviations
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- Data sources
- Market sizing and segment performance
- Fan chart forecast
- Abbreviations
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