Author: Mintel Group Ltd.
Last saved by: HTTP server

Garden Products Retailing - UK - June 2011

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Market size and forecast, garden products, 2006-16
Market factors
Companies, brands and innovation
Retail distribution
Figure 2: Channels of distribution, garden products, 2010
The consumer
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
Figure 5: Target groups for garden products, April 2011
What we think
ISSUES IN THE MARKET
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
Trend: FSTR & HYPR
Trend: Why Buy?
INTERNAL MARKET ENVIRONMENT
Key points
More than eight in ten have a garden
Figure 6: Proportion of UK households with a garden or allotment, 2006-10
Allotment gardening small but growing
How does your garden grow?
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
Figure 8: Items bought for the garden, 2010
What consumers associate with their gardens
Weather patterns highly influential
Figure 9: Mean annual temperature, summer temperature and summer sunshine hours, 2000-10
Sliding circulation for gardening magazines
Figure 10: Circulation figures for gardening publications, 2009 and 2010
BROADER MARKET ENVIRONMENT
Key points
Economic indicators
Figure 11: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
Confidence takes a hit
Figure 12: GfK NOP Consumer Confidence Index, January 1988-May 2011
Slump in house moves
Figure 13: Number of UK residential property transactions, seasonally adjusted, by quarter, 2006-11
Smaller households
Figure 14: UK households, by size, 2006-16
Ageing population bodes well for the garden sector
Figure 15: Trends in the age structure of the UK population, 2006-16
Growing affluence boosts garden product sales
Figure 16: Forecast adult population trends, by socio-economic group, 2006-16
The connected garden
Figure 17: Broadband penetration, by demographics, 2004-10
Organic and environmental trends
COMPETITIVE CONTEXT
Key points
Spending on the home falls flat
Figure 18: UK retail value sales of home markets, 2006-10
Spending priorities
Figure 19: What extra money is spent on, 2010 and 2011
Faking it?
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
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
Key points
Good weather boosts demand
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
Figure 21: Market size and forecast, garden products, 2006-16
RETAILER PROFILES
Outlet numbers
Figure 22: Leading garden products retailers, by number of outlets, 2004-11
The Garden Centre Group (formerly Wyevale)
Figure 23: The Garden Centre Group Ltd, financial performance, 2008 and 2009
Dobbies Garden Centres
Figure 24: Dobbies Garden Centres plc, financial performance, 2009 and 2010
The website includes links to social media such as Facebook and Twitter.
Klondyke
Figure 25: Klondyke Garden Centres/William Strike Limited, financial performance, 2009 and 2010
Notcutts
Figure 26: Notcutts Limited, financial performance, 2009 and 2010
Hillier
Figure 27: Hillier nurseries, financial performance, 2008 and 2009
Country Homes and Gardens
Figure 28: Country Homes and Gardens, financial performance, 2008 and 2009
Squire’s
Figure 29: DJ Squire & Co Ltd, financial performance, 2009 and 2010
Blue Diamond
Garden & Leisure Group
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
Key points
Sector dominated by DIY stores and garden centres
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
Key points
Main media advertising
Figure 32: Main media advertising expenditure by garden centres, 2007-10
Fragmented advertising
Figure 33: Main media advertising expenditure by garden centres, by company, 2007-10
Press dominates media expenditure
Figure 34: Main media advertising expenditure by garden centres, by media type, 2007-10
Seasonality
Figure 35: Monthly main media advertising expenditure by garden centres, 2010
THE CONSUMER – WHAT PRODUCTS ARE PURCHASED WHERE?
Key points
Shoppers at garden centres and specialists
Comparing purchases from DIY shops with garden centres
Figure 36: Most popular product purchased from garden centres/specialists and DIY shops in the last 12 months, April 2011
Shoppers at garden centres
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
Figure 38: Products purchased from DIY stores, April 2011
THE CONSUMER – WHO SHOPS WHERE?
Key points
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
Key analysis
Factors influencing choice of retailer
Figure 40: Factors influencing choice of retailer for garden products, April 2011
The right price
Instant gratification
Choice
Advice
Café and restaurant
TARGET GROUPS
 FOUR MAIN CUSTOMER TYPES FOR GARDEN PRODUCTS
Figure 41: Target groups for garden products, April 2011
Love-to-shop (11%)
Figure 42: Factors influencing choice of retailer for garden products – Love-to-shop, April 2011
Figure 43: Products purchased from DIY shops and garden centres/specialists – Love-to-shop, April 2011
Green fingers (14%)
Figure 44: Factors influencing choice of retailer for garden products – Green-fingers, April 2011
Figure 45: Products purchased from DIY shops and garden centres/specialists – Green fingers, April 2011
Quick-fixers (36%)
Figure 46: Factors influencing choice of retailer for garden products – Quick-fixers, April 2011
Figure 47: Products purchased from DIY shops and garden centres/specialists – Quick-fixers, April 2011
Bargain Hunters
Figure 48: Factors influencing choice of retailer for garden products – Bargain-hunters, April 2011
Figure 49: Products purchased from DIY shops and garden centres/specialists – Bargain-hunters, April 2011
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 50: Proportion of adults with garden/allotment, by demographics, 2010
Figure 51: Contents of the garden, by demographics, 2010
Figure 52: Contents of the garden, by demographics, 2010
Figure 53: Items bought for the garden, by demographics, 2010
Figure 54: Items bought for the garden, by demographics, 2010
APPENDIX – THE CONSUMER – WHAT PRODUCTS ARE PURCHASED WHERE?
Figure 55: Most popular products purchased from garden centres/specialists, by demographics, April 2011
Figure 56: Next most popular products purchased from garden centres/specialists, by demographics, April 2011
Figure 57: Other products purchased from garden centres/specialists, by demographics, April 2011
Figure 58: Least popular products purchased from garden centres/specialists, by demographics, April 2011
Figure 59: Most popular products purchased from DIY stores, by demographics, April 2011
Figure 60: Next most popular products purchased from DIY stores, by demographics, April 2011
Figure 61: Other products purchased from DIY stores, by demographics, April 2011
APPENDIX – THE CONSUMER – WHO SHOPS WHERE?
Figure 62: Most popular retailers used to buy garden products, by demographics, April 2011
Figure 63: Next most popular retailers used to buy garden products, by demographics, April 2011
APPENDIX – THE CONSUMER – FACTORS INFLUENCING CHOICE OF OUTLET
Figure 64: Most popular factors influencing choice of retailer for garden products, by demographics, April 2011
Figure 65: Next most popular factors influencing choice of retailer for garden products, by demographics, April 2011
APPENDIX – TARGET GROUPS
Figure 66: Target groups, by demographics, April 2011
Figure 67: Factors influencing choice of retailer for garden products, by target groups, April 2011
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
Figure 70: Retailers used to buy garden products, by target groups, April 2011

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.