Garden Products Retailing - UK - December 2004

INTRODUCTION AND ABBREVIATIONS
Definitions
Research methodology
Consumer research
ACORN
Other research
 ABBREVIATIONS
PREMIER INSIGHT
EXECUTIVE SUMMARY
DIY share continues to grow
Supermarkets picking the winners
Exit more smaller independents
Cutting back but will come out fighting
Garden centres looking for a new direction
Restaurants are cooking up a treat
Breadth of ranges ever expanding
Growing stock a key motivation for garden centre use
Premium opportunities for plants
The serious gardener likes knowledgeable advice and a wide range
It’s about Es
Emergence of a new garden products customer
DIY convenience
Be wary of assuming third age is the gardening age
Environmental issues
I’m 25 get me a garden!
Future increasingly linked to changing fashions
RETAIL SALES
All retail sales and spending on garden products
Figure 1: All retail sales and consumer expenditure on garden products, at current prices, 2000-04
Figure 2: All retail sales and consumer expenditure on garden products, at constant 2000 prices, 2000-04
Figure 3: Consumer spending on the garden, at current and constant 2000 prices, 2000-04
SECTOR STRUCTURE
Garden centres
Nurseries
DIY stores
Supermarkets
Other high street retailers
 INDUSTRY ASSOCIATIONS
HART – the Horticultural Association Retail Trades Ltd
Other marketing organisations
HTA – Horticultural Trades Association
GCA – The Garden Centre Association
Garden Industry Manufacturers’ Association
LOFA – Leisure and Outdoor Furniture Association
CONSUMER EXPENDITURE
Total expenditure on garden products
Figure 4: Household spending on garden products, at current and constant 1999 prices, 1999-2004
Figure 5: Sales of garden products, by sector and share, 2000-04
Figure 6: Estimated breakdown of sales of garden products, 2004
Growing stock
Figure 7: Sales of growing stock, by type, 2000-04
Garden furniture and barbecues
Figure 8: Sales of garden furniture and barbecues, by type, 2000-04
Garden buildings and other structures
Figure 9: Sales of garden buildings, by type, 2000-04
Figure 10: Trends in ownership of garden buildings, 1994-2004
Enhancement features and sundries
Figure 11: Sales of enhancement features and sundries, by type, 2000-04
Garden equipment and tools
Figure 12: Sales of garden equipment and tools, by type, 2000-04
Garden chemicals and growing media
Figure 13: Sales of garden chemicals and growing media, by type, 2000-04
MARKET FACTORS
Garden ownership and size
Figure 14: Proportion of adults with garden/allotment, 2000-04
Figure 15: Size of garden/allotment, 2000-04
Contents of the garden
Figure 16: Contents of the garden, 2000-04
Housing market
Housing transactions
Figure 17: Property transactions in England and Wales, 1999-2003
House owning still popular
Figure 18: Stock of dwellings, by tenure, 2000-04
Number and size of household
Figure 19: Changes in household composition, 2003-09
Age and lifestage
Figure 20: Breakdown of UK adults, by lifestage, 2004-09
Figure 21: Expenditure on horticultural goods, plants and flowers, by age of head of household, 2002/03
Figure 22: Changes in population age structure, 2000-09
A more affluent population
Figure 23: Structure of adult population, by socio-economic group, 2004-09
Figure 24: Expenditure on horticultural goods, flowers and plants, by gross income decile group, 2002/03
Economic buoyancy
Figure 25: PDI and consumer expenditure, at current prices, 2000-09
Regional spending patterns
Figure 26: Expenditure on horticultural goods, flowers and plants, by region, 2002/03
Seasonal peaks and the climate effect
Changes in car dependence
Figure 27: New car registrations, 2000-09
Figure 28: Households with use of cars, 1999-2002
Environmental issues
Fashion and media influences
THE CONSUMER
Key consumer findings
Purchases made in the last year
Figure 29: Growing stock purchases in the last 12 months, 2000-04
Figure 30: Percentage of consumers spending on seeds, bulbs, plants, trees or shrubs in the last 12 months, 2000-04
Figure 31: Percentage of consumers spending on fertilisers and weedkillers in the last 12 months, 2000-04
Garden centre visiting
Figure 32: Consumers answering yes to visiting and buying from garden centres in the last 12 months, 2000-04
Where do consumers buy their garden products?
Figure 33: Leading sources of purchase for garden products in the last 12 months, September 2004
Figure 34: Source of purchases of garden products in the last 12 months, September 2004
Figure 35: Source of purchases of garden products in the last 12 months, by gender, age and socio-economic group, September 2004
Figure 36: Source of purchases of garden products in the last 12 months, by gender, age and socio-economic group, September 2004
Garden centre and nursery purchasing
Figure 37: Products purchased from specialist garden centres or nurseries in the last 12 months, 2001-04
Figure 38: Products purchased from specialist garden centres or nurseries in the last 12 months, by gender, age and socio-economic group, September 2004
Figure 39: Products purchased from specialist garden centres or nurseries in the last 12 months, by gender, age and socio-economic group, September 2004
Figure 40: Products purchased from specialist garden centres or nurseries in the last 12 months, by outlets used for any garden products, September 2004
CONSUMER ATTITUDES AND TYPOLOGIES
Key consumer findings
Attitudes towards shopping for garden products
Figure 41: Attitudes towards shopping for garden products, September 2004
Figure 42: Attitudes towards shopping for garden products, by gender, age and socio-economic group, September 2004
Figure 43: Attitudes towards shopping for garden products, by gender, age and socio-economic group, September 2004
Figure 44: Attitudes towards shopping for garden products, by outlets where garden products purchased, September 2004
Attitudes towards gardening and garden centres
Figure 45: Attitudes towards gardening and garden centres, September 2004
Figure 46: Attitudes towards gardening and garden centres, by gender, age and socio-economic group, September 2004
Figure 47: Attitudes towards gardening and garden centres, by gender, age and socio-economic group, September 2004
Figure 48: Attitudes towards gardening and garden centres, by outlets where garden products purchased, September 2004
Identifying targets
Figure 49: Consumer typologies, September 2004
Shrubless Wonders (29% of sample)
Garden Centre Lovers (22% of sample)
Appearance Gardeners (21% of sample)
Planting Enthusiasts (16% of sample)
Garden Lovers (13% of sample)
Figure 50: Consumer types, by gender, age and socio-economic group, September 2004
Figure 51: Outlets used for purchasing garden products, by consumer types, September 2004
Figure 52: Products purchased, by consumer types, September 2004
Number of outlets where garden products purchased
Figure 53: Number of outlets where garden products purchased in the last 12 months, by gender, age, socio-economic group, region and lifestage, September 2004
Figure 54: Number of outlets where garden products purchased, by stores used for buying garden products, September 2004
Figure 55: Cross analysis of stores used for purchasing garden products, September 2004
How many products do consumers buy at garden centres?
Figure 56: Number of product categories purchased from at garden centres, by gender, age and socio-economic group, September 2004
Figure 57: Number of product categories purchased from at garden centres, by consumer type, September 2004
How successfully do the main outlets attract their target market?
Figure 58: CHAID analysis for main outlets for garden products, September 2004
RETAIL MARKET SHARES
Figure 59: Retail market shares of types of outlet selling garden products, 2000-04
Figure 60: Estimated retail market shares of types of outlet selling garden products, 2004
RETAILER PROFILES
Figure 61: Leading garden product retailers, by number of outlets, 2001-04
Wyevale Garden Centres plc
Figure 62: Wyevale Garden Centres Plc, concession income, 1999-2004
Figure 63: Wyevale Garden Centres plc, financial performance, 1999-2004
Dobbies Garden Centres plc
Figure 64: Dobbies Garden Centres plc, capital investment, 1999-2003
Figure 65: Dobbies Garden Centres plc, financial performance, 1999-2004
Klondyke Garden Centres
Figure 66: Klondyke Group Ltd, financial performance, 2001-03
Notcutts Garden Centres
Figure 67: Notcutts Nurseries Ltd, financial performance, 1999-2003
Hillier Garden Centres
Figure 68: Hillier Nurseries Group Ltd, financial performance, 1999-2003
Squire’s Garden Centres
Figure 69: DJ Squire & Co Ltd, financial performance, 1999-2003
Blooms of Bressingham plc
Figure 70: Blooms of Bressingham plc, financial performance, 1999-2004
Hurrans Garden Centres
Figure 71: Hurrans Garden Centres Ltd, financial performance, 1999-2003
Capital Gardens
Figure 72: Capital Gardens Ltd, financial performance, 1999-2003
The Garden & Leisure Group Ltd
Figure 73: Garden & Leisure Group Ltd, financial performance, 1999-2003
Blue Diamond
Figure 74: Blue Diamond Group, financial performance, 1999-2003
Country Homes and Gardens plc
Figure 75: Country Homes and Gardens Ltd, financial performance, 2001-03
Haskins Garden Centres
Figure 76: Haskins Garden Centres Ltd, financial performance, 1999-2003
Bridgemere Garden World
Figure 77: Bridgemere Nurseries Ltd, financial performance, 1999-2003
Van Hage
Figure 78: Van Hage & Company Ltd, financial performance, 1999-2003
Recent developments
B&Q
Figure 79: B&Q (UK), financial performance, 2000-04
Homebase
Figure 80: Homebase, financial performance, 2000-04
Focus Wickes Group
Argos
Figure 81: Argos, financial performance, 2000-04
Index
John Lewis Partnership
Wilkinsons
Figure 82: Wilkinsons Hardware Stores Ltd, financial performance, 2000-04
Robert Dyas
Figure 83: Robert Dyas Ltd, financial performance, 1999-2003
Woolworths
Supermarkets
Home shopping
RETAIL PRACTICES AND OPERATIONAL ISSUES
Compensating highs and lows lead to a flat year
What’s on the up?
Garden products – Christmas products – a happy balance?
Traditionalists in decline
Projects and instant solutions are increasingly important
Supermarkets are a threat too
Creating points of difference
Multichannel retailing is of growing importance for some
Retailers will lead the way on ethical issues
Where will trading up go next?
The garden as a playground
The garden is becoming more usable
The emergence of a new gardening customer
The convenience gardener
Should outdoor living be the remit of the non-specialist?
Creating loyalty
The challenges ahead
THE FUTURE
Demographics are positive
More consumers will see the garden as an attractive place
Relaxing and entertaining in the garden will see growth too
More product you never knew you needed
Each to its own perhaps?
Possible decline in consumer spending could be an issue
Pensions problem
Fashion keeps the wheels turning
Gardeners are maturing earlier
FORECAST
Figure 84: Forecast of the market for gardening products, by sector, 2004-09
Growing stock still the largest sector
Figure 85: Estimated breakdown of sales of garden products, by sector, 2009
Garden furniture and barbecue sector to show fastest growth
Equipment and tools sector to show the smallest growth
Factors used in the forecast
APPENDIX 1
Figure 86: Source of purchases of garden products in the last 12 months, September 2004
Figure 87: Source of purchases of garden products in the last 12 months, by gender, age and socio-economic group, September 2004
Figure 88: Source of purchases of garden products in the last 12 months, by gender, age and socio-economic group, September 2004
Figure 89: Source of purchases of garden products in the last 12 months, by lifestage and Mintel’s Special Groups, September 2004
Figure 90: Source of purchases of garden products in the last 12 months, by lifestage and Mintel’s Special Groups, September 2004
Figure 91: Source of purchases of garden products in the last 12 months, by region and ACORN category, September 2004
Figure 92: Source of purchases of garden products in the last 12 months, by region and ACORN category, September 2004
Figure 93: Source of purchases of garden products in the last 12 months, by media usage, commercial TV viewing and source of regular grocery shopping, September 2004
Figure 94: Source of purchases of garden products in the last 12 months, by media usage, commercial TV viewing and source of regular grocery shopping, September 2004
Figure 95: Products purchased from specialist garden centres or nurseries in the last 12 months, January 2001, October 2002 and September 2004-04
Figure 96: Products purchased from specialist garden centres or nurseries in the last 12 months, by gender, age and socio-economic group, September 2004
Figure 97: Products purchased from specialist garden centres or nurseries in the last 12 months, by gender, age and socio-economic group, September 2004
Figure 98: Products purchased from specialist garden centres or nurseries in the last 12 months, by lifestage and Mintel’s Special Groups, September 2004
Figure 99: Products purchased from specialist garden centres or nurseries in the last 12 months, by lifestage and Mintel’s Special Groups, September 2004
Figure 100: Products purchased from specialist garden centres or nurseries in the last 12 months, by region and ACORN category, September 2004
Figure 101: Products purchased from specialist garden centres or nurseries in the last 12 months, by region and ACORN category, September 2004
Figure 102: Products purchased from specialist garden centres or nurseries in the last 12 months, by media usage, commercial TV viewing and source of regular grocery shopping, September 2004
Figure 103: Products purchased from specialist garden centres or nurseries in the last 12 months, by media usage, commercial TV viewing and source of regular grocery shopping, September 2004
APPENDIX 2
Figure 104: Products purchased from specialist garden centres or nurseries in the last 12 months, by outlets used for any garden products, September 2004
Figure 105: Attitudes towards shopping for garden products, by gender, age and socio-economic group, September 2004
Figure 106: Attitudes towards shopping for garden products, by gender, age and socio-economic group, September 2004
Figure 107: Attitudes towards shopping for garden products, by lifestage and Mintel’s Special Groups, September 2004
Figure 108: Attitudes towards shopping for garden products, by lifestage and Mintel’s Special Groups, September 2004
Figure 109: Attitudes towards shopping for garden products, by region and ACORN category, September 2004
Figure 110: Attitudes towards shopping for garden products, by region and ACORN category, September 2004
Figure 111: Attitudes towards shopping for garden products, by media usage, commercial TV viewing and source of regular grocery shopping, September 2004
Figure 112: Attitudes towards shopping for garden products, by media usage, commercial TV viewing and source of regular grocery shopping, September 2004
Figure 113: Attitudes towards shopping for garden products, by outlets where garden products purchased, September 2004
Figure 114: Attitudes towards gardening and garden centres, by gender, age and socio-economic group, September 2004
Figure 115: Attitudes towards gardening and garden centres, by gender, age and socio-economic group, September 2004
Figure 116: Attitudes towards gardening and garden centres, by lifestage and Mintel’s Special Groups, September 2004
Figure 117: Attitudes towards gardening and garden centres, by lifestage and Mintel’s Special Groups, September 2004
Figure 118: Attitudes towards gardening and garden centres, by region and ACORN category, September 2004
Figure 119: Attitudes towards gardening and garden centres, by region and ACORN category, September 2004
Figure 120: Attitudes towards gardening and garden centres, by media usage, commercial TV viewing and source of regular grocery shopping, September 2004
Figure 121: Attitudes towards gardening and garden centres, by media usage, commercial TV viewing and source of regular grocery shopping, September 2004
Figure 122: Attitudes towards gardening and garden centres, by outlets where garden products purchased, September 2004