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Garden Products Retailing - UK - July 2010

  • There is massive potential for garden products, furniture and plants as more than eight in ten adults have a garden and 3% have an allotment.
  • Around three in ten (14 million) adults think that paying more for better quality plants is worthwhile. Highlighting that plants are grown in the locality (or even on site) on product labelling would draw a connection between local sourcing and product quality.
  • While repeat customers can be rewarded with loyalty schemes or gardening clubs, rewards need to be big enough to make them think twice about going to another outlet. More than a third (18 million) shop at a number of places for garden products, but only one in five (10 million) buys most of their garden products from the same outlet.
  • A quarter of adults (13 million) really enjoy gardening as a hobby and this offers garden retailers the opportunity to make their garden centre a ‘social hub’ for keen gardeners and those developing an interest in gardening by launching a gardening club to highlight the social aspects of gardening.
  • There is potential to get more than one in six (9 million) adults growing their own fruit and vegetables. Overcoming some of the barriers to growing their own food (including lack of space, time or skills) and giving people more reasons to have a go are crucial to increasing sales of seeds and plants.
  • Display gardens that are regularly updated and take ideas from events such as the Chelsea or Hampton Court Flower Shows would help to provide more inspiration to the 17% of adults who think garden centres are a good source of ideas. The emphasis should be on practical advice to ‘create the look’ on a budget.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Austerity gardening
              • Keep calm and carry on…
                • Less waste
                  • It’s a community thing
                    • Moving from novice to keen gardener
                      • Frugal fun (and food) for all the family
                        • The beauty of the great outdoors
                          • The kitchen garden
                            • Switching off in the garden
                              • Focusing on plants and the natural world
                                • Greening the garden
                                • Market in Brief

                                  • Garden products buck the recession
                                    • Massive potential to drive more gardening
                                      • Need to encourage more younger gardeners
                                        • Plants the area of strength for garden centres
                                          • Opportunity to encourage more customer loyalty
                                            • Targeting varying levels of gardening interest
                                            • Internal Market Environment

                                              • Key points
                                                • Vast majority have a garden, but more would like an allotment
                                                  • Figure 1: Proportion of adults with garden/allotment, 2005-09
                                                • More garden space being allocated to vegetables
                                                  • Figure 2: Contents of the garden, 2005-09
                                                • Seed purchasers up, but fewer buying plants
                                                  • Figure 3: Items bought for the garden, 2005-09
                                                • Garden furniture sees growth in ownership
                                                  • Figure 4: Ownership and purchasing of garden furniture, tools, equipment and barbecues, 2005-09
                                                • No getting away from the weather
                                                  • Figure 5: Mean annual temperature, summer temperature and summer sunshine hours, 2000-09
                                                • Impact of print media on gardening declining
                                                  • Figure 6: Circulation figures for gardening publications, 2008-09
                                              • Broader Market Environment

                                                • Key points
                                                  • Reluctance to spend on big ticket items
                                                    • Figure 7: GDP, PDI and consumer expenditure, at current prices, 2005-15
                                                  • More households, but not all with gardens
                                                    • Figure 8: UK households, by size, 2005-15
                                                  • Ageing population good news for gardening sector
                                                    • Figure 9: Trends in the age structure of the UK population, 2005-15
                                                  • Growing affluence favours garden products
                                                    • Figure 10: Forecast adult population trends, by socio-economic group, 2005-15
                                                  • Internet for inspiration and ideas
                                                    • Figure 11: Profile of visitors to Gardenweb.com, June 2010
                                                  • Being green and gardening go hand in hand
                                                  • Competitive Context

                                                    • Key points
                                                      • Garden products bucks the trend in recession
                                                        • Figure 12: Comparison of sales of garden products with other household markets, 2005-10
                                                      • Spending on the garden important, but not a top priority
                                                        • Figure 13: Expenditure priorities, 2007-10
                                                    • Strengths and Weaknesses in the Market

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Getting the nation growing
                                                              • Not forgetting the future generation of gardeners
                                                                • Meeting the growing demand for allotment space
                                                                  • Increasing role of technology
                                                                    • Celebrity ranges
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Early good weather drives 2009 sales growth
                                                                          • Figure 14: Household expenditure on garden products, 2005-15
                                                                        • Grown your own leads the way
                                                                          • Knock-on effect for growing media and plant care
                                                                            • Garden hand tools also benefit from more gardening
                                                                              • Staying at home helps outdoor living
                                                                                • Landscaping and buildings hit by recession
                                                                                  • Future prospects remain dependent on weather
                                                                                  • Retailer Profiles

                                                                                    • Outlet numbers
                                                                                      • Figure 15: Leading garden products retailers, by number of outlets, 2004-10
                                                                                    • Garden centres
                                                                                      • The Garden Centre Group (formerly Wyevale)
                                                                                          • Figure 16: Wyevale (Leisure Centres) Ltd, financial performance, 2004-08
                                                                                        • Dobbies Garden Centres
                                                                                            • Figure 17: Dobbies Garden Centres plc, financial performance, 2004-09
                                                                                            • Figure 18: Profile of visitors to Dobbies.com, June 2010
                                                                                          • Klondyke
                                                                                              • Figure 19: Klondyke Group Ltd, financial performance, 2005-09
                                                                                            • Notcutts
                                                                                                • Figure 20: Notcutts Ltd, financial performance, 2005-09
                                                                                              • Hillier
                                                                                                  • Figure 21: Hillier Nurseries, financial performance, 2005-09
                                                                                                • Country Homes and Gardens
                                                                                                    • Figure 22: Country Homes and Gardens, financial performance, 2005-09
                                                                                                  • Squire’s
                                                                                                      • Figure 23: DJ Squire & Co Ltd, financial performance, 2005-09
                                                                                                    • Blue Diamond
                                                                                                        • Figure 24: Blue Diamond, financial performance, 2005-09
                                                                                                      • Garden & Leisure Group
                                                                                                        • Figure 25: The Garden & Leisure Group Ltd, financial performance, 2004-08
                                                                                                      • Other garden centres
                                                                                                        • DIY stores
                                                                                                          • B&Q
                                                                                                            • Figure 26: Profile of visitors to diy.com, June 2010
                                                                                                          • Homebase
                                                                                                            • Figure 27: Profile of visitors to homebase.com, June 2010
                                                                                                          • Wickes
                                                                                                            • Figure 28: Profile of visitors to wickes.com, June 2010
                                                                                                          • Focus
                                                                                                            • Figure 29: Profile of visitors to Focusdiy.co.uk, June 2010
                                                                                                          • Other sources
                                                                                                            • Argos
                                                                                                              • John Lewis
                                                                                                                • Wilkinson
                                                                                                                  • Robert Dyas
                                                                                                                    • Supermarkets
                                                                                                                    • Channels of Distribution

                                                                                                                      • Key points
                                                                                                                        • DIY stores and garden centres dominate
                                                                                                                          • Figure 30: Retail sales of garden products, by outlet type, 2005-09
                                                                                                                        • Garden centres sector highly fragmented
                                                                                                                          • B&Q leads in the DIY sector
                                                                                                                            • Supermarkets appeal for convenience
                                                                                                                              • Online gardening presence increasing
                                                                                                                              • Brand Communication and Promotion

                                                                                                                                • Key points
                                                                                                                                  • Limited spending increased in 2009
                                                                                                                                    • Figure 31: Main media advertising expenditure, by garden centres, 2006-09
                                                                                                                                  • Dobbies the biggest spender among garden centres
                                                                                                                                      • Figure 32: Main media advertising expenditure, by garden centres, by company, 2006-09
                                                                                                                                    • Advertising dominated by local press and direct mail
                                                                                                                                      • Figure 33: Main media advertising expenditure by garden centres, % by media type, 2006-09
                                                                                                                                    • Peaks in spending in the spring and pre-Christmas
                                                                                                                                      • Figure 34: Seasonal variation of main media advertising expenditure, by garden centres, 2006-09
                                                                                                                                    • Internet growing in importance
                                                                                                                                      • Figure 35: Visits to selected garden-related websites, June 2010
                                                                                                                                      • Figure 36: Profile of visitors to garden suppliers’ websites, June 2010
                                                                                                                                  • Consumers – Where They Shop and What They Buy

                                                                                                                                    • Key points
                                                                                                                                      • Two thirds visit garden centres or nurseries
                                                                                                                                          • Figure 37: Products purchased from a specialist garden centre or nursery in the last 12 months, 2006-10
                                                                                                                                        • Garden products dominate purchasing
                                                                                                                                          • Bringing horticulture into the home
                                                                                                                                            • Focusing on the premium end of outdoor living
                                                                                                                                              • Cafés an important revenue stream
                                                                                                                                                • Garden products big business for DIY stores
                                                                                                                                                    • Figure 38: Gardening products purchased from a DIY store in the last 12 months, 2006-10
                                                                                                                                                  • Strong link with DIY for manufactured goods
                                                                                                                                                    • DIY stores also attracting more plant sales
                                                                                                                                                      • Retired also shopping at DIY stores in large numbers
                                                                                                                                                        • B&Q the nation’s top garden retailer
                                                                                                                                                            • Figure 39: Places from where garden products were bought in the last 12 months, April 2010
                                                                                                                                                          • Slightly younger audience attracted to DIY stores
                                                                                                                                                            • Garden centres favoured by those with more time
                                                                                                                                                              • Number of garden products categories purchased from
                                                                                                                                                                • Figure 40: Number of different garden product categories purchased from specialist garden centres/nurseries or DIY stores in the last 12 months, April 2010
                                                                                                                                                            • Attitudes Towards Garden Centres and Buying Garden Products

                                                                                                                                                              • Key points
                                                                                                                                                                • More shopping around than sticking to one place
                                                                                                                                                                  • Figure 41: Attitudes towards shopping for gardening products, April 2010
                                                                                                                                                                  • Figure 42: Shopping around or buying most garden products from the same place, by age, April 2010
                                                                                                                                                                • Driving sales from one-stop shopping
                                                                                                                                                                  • Emphasising quality and range of products
                                                                                                                                                                      • Figure 43: Importance attached to range and quality of plants, by age, April 2010
                                                                                                                                                                    • For others price is the overriding factor
                                                                                                                                                                      • Advice can make a difference
                                                                                                                                                                        • Internet has a supporting role to play
                                                                                                                                                                            • Figure 44: Use of the internet to browse garden products, by age and socio-economic group, April 2010
                                                                                                                                                                        • Attitudes Towards Gardening and the Garden

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Targeting varying levels of interest in gardening
                                                                                                                                                                              • Figure 45: Agreement with statements on gardening, April 2010
                                                                                                                                                                            • Strong older bias to gardening as a hobby
                                                                                                                                                                                • Figure 46: Levels of interest in gardening, by age, April 2010
                                                                                                                                                                              • Effortlessly keeping up appearances
                                                                                                                                                                                • Figure 47: Preference for low-maintenance gardens and liking an attractive garden but being too busy to do gardening, by age, April 2010
                                                                                                                                                                              • GYO still has more potential
                                                                                                                                                                                • Garden centres as a good source of ideas
                                                                                                                                                                                  • Promoting the leisure aspects of garden centres
                                                                                                                                                                                    • Figure 48: ‘Going to the garden centre is an enjoyable trip out’, by age and socio-economic group, April 2010
                                                                                                                                                                                • Target Buying Groups

                                                                                                                                                                                  • Key points
                                                                                                                                                                                      • Figure 49: Target buying groups for garden products, April 2010
                                                                                                                                                                                    • Gardening Trippers (13%)
                                                                                                                                                                                      • Keeping Up Appearances (15%)
                                                                                                                                                                                        • Green Fingers (9%)
                                                                                                                                                                                          • Garden Dabblers (18%)
                                                                                                                                                                                            • Apathetic (45%)
                                                                                                                                                                                            • Appendix – Internal Market Environment

                                                                                                                                                                                                • Figure 50: Proportion of adults with garden/allotment, by demographics, 2009
                                                                                                                                                                                                • Figure 51: Contents of the garden, by demographics, 2009
                                                                                                                                                                                                • Figure 52: Items bought for the garden, by demographics, 2009
                                                                                                                                                                                                • Figure 53: Ownership of garden furniture, tools, equipment and barbecues, by demographics, 2009
                                                                                                                                                                                            • Appendix – Where They Shop and What They Buy

                                                                                                                                                                                                • Figure 54: Products purchased from a specialist garden centre or nursery in the last 12 months, by demographics, April 2010
                                                                                                                                                                                                • Figure 55: Products purchased from a specialist garden centre or nursery in the last 12 months, by demographics, April 2010
                                                                                                                                                                                                • Figure 56: Products purchased from a specialist garden centre or nursery in the last 12 months, by demographics, April 2010
                                                                                                                                                                                                • Figure 57: Gardening products purchased from a DIY store in the last 12 months, by demographics, April 2010
                                                                                                                                                                                                • Figure 58: Gardening products purchased from a DIY store in the last 12 months, by demographics, April 2010
                                                                                                                                                                                                • Figure 59: Places from where garden products were bought in the last 12 months, by demographics, April 2010
                                                                                                                                                                                                • Figure 60: Places from where garden products were bought in the last 12 months, by demographics, April 2010
                                                                                                                                                                                                • Figure 61: Repertoire of products purchased from a specialist garden centre or nursery in the last 12 months, by demographics, April 2010
                                                                                                                                                                                                • Figure 62: Repertoire of gardening products purchased from a DIY store in the last 12 months, by demographics, April 2010
                                                                                                                                                                                            • Appendix – Attitudes Towards Garden Centres and Buying Garden Products

                                                                                                                                                                                                • Figure 63: Attitudes towards shopping for gardening products, by demographics, April 2010
                                                                                                                                                                                                • Figure 64: Attitudes towards shopping for gardening products, by demographics, April 2010
                                                                                                                                                                                                • Figure 65: Attitudes towards shopping for gardening products, by demographics, April 2010
                                                                                                                                                                                                • Figure 66: Attitudes towards shopping for gardening products, by places from where garden products were bought in the last 12 months, April 2010
                                                                                                                                                                                                • Figure 67: Attitudes towards shopping for gardening products, by places from where garden products were bought in the last 12 months, April 2010
                                                                                                                                                                                            • Appendix – Attitudes Towards Gardening and the Garden

                                                                                                                                                                                                • Figure 68: Attitudes towards gardening and the garden, by demographics, April 2010
                                                                                                                                                                                                • Figure 69: Attitudes towards gardening and the garden, by demographics, April 2010
                                                                                                                                                                                                • Figure 70: Attitudes towards gardening and the garden, by demographics, April 2010
                                                                                                                                                                                                • Figure 71: Attitudes towards gardening and the garden, byplaces from where garden products were bought in the last 12 months, April 2010
                                                                                                                                                                                                • Figure 72: Attitudes towards gardening and the garden, by places from where garden products were bought in the last 12 months, April 2010
                                                                                                                                                                                            • Appendix – Target Buying Groups

                                                                                                                                                                                                • Figure 73: Attitudes towards gardening and the garden, by target groups, April 2010
                                                                                                                                                                                                • Figure 74: Target groups, by demographics, April 2010
                                                                                                                                                                                                • Figure 75: Products purchased from a specialist garden centre or nursery in the last 12 months, by target groups, April 2010
                                                                                                                                                                                                • Figure 76: Gardening products purchased from a DIY store in the last 12 months, by target groups, April 2010
                                                                                                                                                                                                • Figure 77: Places from where garden products were bought in the last 12 months, by target groups, April 2010
                                                                                                                                                                                                • Figure 78: Attitudes towards shopping for gardening products, by target groups, April 2010
                                                                                                                                                                                                • Figure 79: Repertoire of products purchased from a specialist garden centre or nursery in the last 12 months, by target groups, April 2010
                                                                                                                                                                                                • Figure 80: Repertoire of gardening products purchased from a DIY store in the last 12 months, by target groups, April 2010

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • Alexon Group
                                                                                                                                                                                            • Amazon.co.uk
                                                                                                                                                                                            • Antony Worrall Thompson
                                                                                                                                                                                            • Archant
                                                                                                                                                                                            • Argos
                                                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                                                            • Audit Bureau of Circulations
                                                                                                                                                                                            • Badshot Lea Garden Centre Ltd
                                                                                                                                                                                            • Bauer Consumer Media
                                                                                                                                                                                            • Blooms of Bressingham Ltd
                                                                                                                                                                                            • Blue Diamond
                                                                                                                                                                                            • British Broadcasting Corporation (BBC)
                                                                                                                                                                                            • Cadbury Trebor Bassett
                                                                                                                                                                                            • Capital Gardens Ltd
                                                                                                                                                                                            • Co-operative Group
                                                                                                                                                                                            • Country Homes and Gardens Plc
                                                                                                                                                                                            • Department for Environment, Food & Rural Affairs
                                                                                                                                                                                            • DJ Squire & Co Ltd
                                                                                                                                                                                            • Dobbies Garden Centres plc
                                                                                                                                                                                            • Empire Stores Group
                                                                                                                                                                                            • Endsleigh Garden & Leisure Limited
                                                                                                                                                                                            • Focus Group
                                                                                                                                                                                            • Forest Stewardship Council
                                                                                                                                                                                            • Freeview
                                                                                                                                                                                            • Gardenlands Garden & Leisure Limited
                                                                                                                                                                                            • Gfk NOP
                                                                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                                                                            • Grattan Plc
                                                                                                                                                                                            • Green & Black's Ltd
                                                                                                                                                                                            • Haskins Garden Centres Ltd
                                                                                                                                                                                            • HBOS plc (Halifax Bank of Scotland)
                                                                                                                                                                                            • Heighley Gate Garden Centre Ltd
                                                                                                                                                                                            • Hillier Nurseries Group Ltd
                                                                                                                                                                                            • Home Retail Group
                                                                                                                                                                                            • Homebase Ltd
                                                                                                                                                                                            • Horticultural Trades Association [HTA]
                                                                                                                                                                                            • Huntingdon Garden & Leisure Limited
                                                                                                                                                                                            • Hurrans Garden Centres Ltd
                                                                                                                                                                                            • IPC Media Ltd.
                                                                                                                                                                                            • J. Sainsbury
                                                                                                                                                                                            • John Lewis Partnership
                                                                                                                                                                                            • Kantar Media
                                                                                                                                                                                            • Kingfisher Group
                                                                                                                                                                                            • Kingfisher UK & Ireland
                                                                                                                                                                                            • Klondyke Group Ltd
                                                                                                                                                                                            • Lloyds Banking Group
                                                                                                                                                                                            • Market & Opinion Research International (MORI)
                                                                                                                                                                                            • Marks & Spencer
                                                                                                                                                                                            • Melbicks Garden & Leisure Limited
                                                                                                                                                                                            • Mr Fothergill's Seeds Ltd
                                                                                                                                                                                            • National Lottery Commission
                                                                                                                                                                                            • National Trust (Enterprises) Ltd
                                                                                                                                                                                            • Notcutts Nurseries Ltd
                                                                                                                                                                                            • NUS [National Union of Students]
                                                                                                                                                                                            • Old Barn Nurseries Ltd
                                                                                                                                                                                            • Post Office Limited
                                                                                                                                                                                            • Redfields Garden Nursery Ltd
                                                                                                                                                                                            • Robert Dyas Holdings
                                                                                                                                                                                            • Royal Horticultural Society
                                                                                                                                                                                            • Sanders Garden World Ltd
                                                                                                                                                                                            • Suttons Seeds
                                                                                                                                                                                            • Tesco Plc
                                                                                                                                                                                            • The Book People
                                                                                                                                                                                            • The Garden & Leisure Group Ltd
                                                                                                                                                                                            • The Growing Media Association
                                                                                                                                                                                            • Thompson & Morgan (Group) Ltd
                                                                                                                                                                                            • Travis Perkins PLC
                                                                                                                                                                                            • Travis Perkins Retail
                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                            • Waitrose
                                                                                                                                                                                            • West Coast Capital
                                                                                                                                                                                            • Westland Horticulture
                                                                                                                                                                                            • Wilkinson Hardware Stores Ltd
                                                                                                                                                                                            • William Sinclair Horticulture
                                                                                                                                                                                            • William Strike Ltd
                                                                                                                                                                                            • Wm Morrison Supermarkets
                                                                                                                                                                                            • Woolworths Group plc
                                                                                                                                                                                            • Wyevale Garden Centres

                                                                                                                                                                                            Garden Products Retailing - UK - July 2010

                                                                                                                                                                                            £1,995.00 (Excl.Tax)