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Garden Products Retailing - UK - July 2013

“Sales of core garden products and plants go through seasonal peaks and troughs because the main shopping season is from Easter to mid-summer, and the weather plays an important part in affecting demand. Wet or cold weather keeps people indoors and spending on the garden slumps. Garden specialists have developed robust strategies for compensating for the risks associated with this volatility. As well as weather-proofing more selling space, they are expanding ranges to incorporate goods and services that act as attractions to people.”

Jane Westgarth, Senior Retail Analyst

Some questions answered in this report include:

  • Are people flocking to buy garden products online?
  • Is there a future for independents in garden retailing?
  • How important are cafés and restaurants at garden centres?
  • Do DIY retailers have a strong following of garden shoppers?
  • Is competition intensifying?

Competition is intensifying as non-specialists including the supermarkets and IKEA raise their game in an effort to capture market share. Next is also expanding its new Home & Garden chain, with plans to add 17 to its current three outlets. Rising standards are shaping garden retailing, as multiples, independents and major DIY chains drive hard for market share. Retailers are investing in layouts, presentation and ambiance and all of these factors are helping to drive sales. Branding is also developing strongly, particularly at the DIY chains.

Garden centre specialists are also reducing their seasonal dependence on plant sales and creating more reasons to visit and spend. So today’s garden centre is usually an out of town ‘department store’ with the garden at its focus: Restaurants are big business for many garden centre operators and standards have been increasing dramatically. Other non-garden ranges often include Christmas decorations, pets, clothing, footwear, food and gifts.

There is a very broad definition of gardening used in this report, covering everything from growing stock, gardening tools and sundries to those consumer products bought for the garden such as furniture, barbecues and sheds.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Actual and forecast consumer spend on garden products, 2008-18
              • Figure 2: Consumer spend on garden products, by segment, 2012
            • Market factors
              • How many gardens?
                • Figure 3: Percentage of people with or without a garden or outdoor space, March 2013
              • Rainy days
                • More gardeners
                  • Barbecuing in the garden
                    • Pent-up demand
                      • Companies and distribution
                        • Figure 4: Retail sales of garden products, by outlet type, 2012
                        • Figure 5: Percentage of garden products sales online, by value, 2008-12
                      • The consumer
                        • Figure 6: Responsibility for the garden, June 2013
                        • Figure 7: Types of garden, June 2013
                        • Figure 8: Any garden products purchased in the last twelve months, by age and socio-economic group, March 2013
                        • Figure 9: Garden products purchased in the last twelve months, March 2013
                        • Figure 10: Garden products purchased in the last twelve months, bought any and bought any online, March 2013
                        • Figure 11: Buying garden products, March 2013
                        • Figure 12: Plans for the garden for the next twelve months, March 2013
                      • Gardens associated with relaxation
                        • Figure 13: Attitudes to the garden, June 2013
                      • What we think
                      • Issues in the Market

                          • Are people flocking to buy garden products online?
                            • Is there a future for independents in garden retailing?
                              • How important are cafés and restaurants at garden centres?
                                • Do DIY retailers have a strong following of garden shoppers?
                                  • Is competition intensifying?
                                  • Trend Application

                                      • Trend: Sense of the Intense
                                        • Trend: The Real Thing
                                          • Mintel Futures: Generation Next
                                          • Internal Market Environment

                                            • Key points
                                              • Who has a garden?
                                                • Figure 14: Type of garden, June 2013
                                              • Paving over the plot
                                                • Grow your own
                                                  • Wet summers
                                                    • Figure 15: Rainfall, percentage above or below monthly average, UK, 2012
                                                  • Creating a rain garden
                                                    • Garden titles have falling circulation
                                                      • Figure 16: average net print per issue, gardening publications, 2011 and 2012
                                                      • Figure 17: Digital edition Gardening magazines by average net circulation per issue (UK/RoI), July-December 2012
                                                    • Many wait for allotments
                                                      • Community gardening
                                                        • Getting children gardening
                                                          • Protecting bees
                                                            • British products
                                                            • Broader Market Environment

                                                              • Key points
                                                                • Ageing population positive news for garden retailing
                                                                  • Figure 18: Trends in the age structure of the UK population, 2007-17
                                                                • The socio-economic split
                                                                  • Figure 19: Forecast adult population trends, by socio-economic group, 2008-18
                                                                • Consumer confidence rises
                                                                  • Figure 20: Trends in consumer sentiment for the coming year, April 2009-13
                                                                  • Figure 21: Consumer sentiment for the coming year, April 2013
                                                                • Entertaining at home
                                                                  • School gardening
                                                                    • Putting a price on the environment
                                                                      • Figure 22: PRIORITY PLACED ON BEING GREEN IN THE COMING YEAR, JANUARY 2012
                                                                    • A connected world
                                                                      • Figure 23: Technology products owned, September 2012-January 2013
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • What consumers spend on their homes and gardens
                                                                        • Figure 24: Consumer spend on selected household categories, 2008-12
                                                                      • Spending priorities
                                                                        • Figure 25: Trends in what extra money is spent on, April 2010-13
                                                                    • Strengths and Weaknesses in the Market

                                                                      • Strengths
                                                                        • Weaknesses
                                                                        • Who’s Innovating?

                                                                          • Key points
                                                                            • Refurbishment raises the bar
                                                                              • Dobbies Edinburgh improves range of concessions
                                                                                • Leisure activities for families
                                                                                  • Notcutts shores up online offering
                                                                                    • Waitrose enters garden retailing
                                                                                    • Market Size and Segmentation

                                                                                      • Key points
                                                                                        • Forecast
                                                                                          • Figure 26: Consumer spend on garden products, 2008-18
                                                                                          • Figure 27: consumer spend on garden products, at current and constant 2013 prices, 2008-18
                                                                                        • Wet weather dampens demand
                                                                                          • Figure 28: Consumer spend on garden products, 2007-12
                                                                                        • Plants – A third of spend
                                                                                          • Figure 29: Consumer spend on garden products, by segment, 2012
                                                                                        • Plant sales hold up best
                                                                                          • Figure 30: Consumer spend on garden products, by segment, 2008-12
                                                                                        • What people spent in detail
                                                                                          • Figure 31: Consumer spend on garden products, by detailed segment, 2008-12
                                                                                        • Plants and seeds sell well
                                                                                          • Poor sales for powered tools
                                                                                            • Fertilizers and weed killers in demand
                                                                                              • Garden furniture falls
                                                                                                • Always time for a barbecue
                                                                                                  • Storing all that stuff
                                                                                                    • Retailer response to tough trading conditions
                                                                                                    • Space Allocation Summary

                                                                                                        • Summary data
                                                                                                          • Figure 32: Garden products retailers outdoor space allocation, June 2012
                                                                                                          • Figure 33: Garden products retailers indoor space allocation, June 2012
                                                                                                        • Detailed space allocation estimates
                                                                                                          • Figure 34: Garden products retailers: Internal – external sales area, June 2013
                                                                                                          • Figure 35: Garden products retailers: Detail space allocation estimates, June 2012
                                                                                                        • Sales mix
                                                                                                        • Companies and Products

                                                                                                          • Key points
                                                                                                            • Leading garden centres
                                                                                                              • Figure 36: Selected leading garden centre retailers, by number of outlets, 2008-13
                                                                                                            • The Garden Centre Group
                                                                                                                • Figure 37: Key financials for The Garden Centre Group Trading Limited, 2010 and 2011
                                                                                                              • Dobbies Garden Centres
                                                                                                                  • Figure 38: Key financials for Dobbies Garden Centres Limited, 2011 and 2012
                                                                                                                • Klondyke
                                                                                                                    • Figure 39: Key financials for Klondyke Group Limited, 2011 and 2012
                                                                                                                  • Notcutts
                                                                                                                      • Figure 40: Key financials for Notcutts Group Limited, 2011 and 2012
                                                                                                                    • Hillier
                                                                                                                        • Figure 41: Financial performance of Hillier Nurseries Limited, 2010 and 2011
                                                                                                                      • Squire’s
                                                                                                                          • Figure 42: Key financials for D J Squire & Co Limited, 2011 and 2012
                                                                                                                        • Blue Diamond
                                                                                                                          • Garden & Leisure Group
                                                                                                                              • Figure 43: Key financial performance for The Garden and Leisure Group Limited, 2010 and 2011
                                                                                                                            • Other garden centres
                                                                                                                              • DIY stores
                                                                                                                                • B&Q
                                                                                                                                  • Homebase
                                                                                                                                    • Wickes
                                                                                                                                      • Other outlets
                                                                                                                                        • Argos
                                                                                                                                          • John Lewis
                                                                                                                                            • Wilkinson
                                                                                                                                              • Next
                                                                                                                                                • The Range
                                                                                                                                                  • IKEA
                                                                                                                                                    • Supermarkets
                                                                                                                                                      • Home shopping retailers
                                                                                                                                                        • Bakker Holland
                                                                                                                                                          • Crocus
                                                                                                                                                            • Garden Bargains
                                                                                                                                                              • Other
                                                                                                                                                                • General home shopping retailers
                                                                                                                                                                • Channels of Distribution

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Little change in distribution
                                                                                                                                                                      • Figure 44: Distribution of garden products, by type of retailer, 2010-12
                                                                                                                                                                    • Garden and DIY go well together
                                                                                                                                                                      • Non-garden goods shore up performance of garden retailers
                                                                                                                                                                        • The march of the supermarkets
                                                                                                                                                                          • Other retailers
                                                                                                                                                                            • Shopping online
                                                                                                                                                                              • Figure 45: Percentage of garden products sales online, by value, 2008-12
                                                                                                                                                                          • Brand Communication and Promotion

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Adspend at £40.7 million in 2012
                                                                                                                                                                                • Figure 46: Main monitored advertising expenditure, garden products, 2008-12
                                                                                                                                                                                • Figure 47: Main monitored advertising expenditure, garden products, by company, 2008-12
                                                                                                                                                                              • TV and press preferred media channels
                                                                                                                                                                                • Figure 48: Main monitored advertising expenditure, garden products, percentage share, by media type, 2008-12
                                                                                                                                                                              • Big push in the run-up to summer
                                                                                                                                                                                • Figure 49: Monthly main media advertising expenditure, garden products, by month, 2011 and 2012
                                                                                                                                                                              • Homebase launches innovative ‘going fast’ installation
                                                                                                                                                                                • Figure 50: Homebase ‘Going Fast’ display, May 2013
                                                                                                                                                                            • The Consumer – Garden Ownership

                                                                                                                                                                              • Key points
                                                                                                                                                                                • 18% do not have any outdoor space
                                                                                                                                                                                  • Figure 51: Percentage of people with or without a garden or outdoor space, March 2013
                                                                                                                                                                                • Types of garden
                                                                                                                                                                                  • Figure 52: Type of garden, June 2013
                                                                                                                                                                                • Who does the gardening?
                                                                                                                                                                                  • Figure 53: Responsibility for the garden, June 2013
                                                                                                                                                                                • Profiling the gardeners
                                                                                                                                                                                  • Figure 54: Responsibility for the garden, by age, June 2013
                                                                                                                                                                                • Who shops for the garden?
                                                                                                                                                                                  • Figure 55: Any garden products purchased in the last twelve months, by age and socio-economic group, March 2013
                                                                                                                                                                                • What people buy for the garden
                                                                                                                                                                                  • Figure 56: Garden products purchased in the last twelve months, March 2013
                                                                                                                                                                                • Profiling the plant shopper
                                                                                                                                                                                  • Figure 57: Garden products purchased in the last twelve months, plants, by age, socio-economic group and lifestage, March 2013
                                                                                                                                                                                • Are they shopping for the garden online?
                                                                                                                                                                                  • Figure 58: Garden products purchased in the last twelve months, bought any and bought any online, March 2013
                                                                                                                                                                                  • Figure 59: Garden products purchased in the last twelve months, plants, bought any and bought any online, by age, March 2013
                                                                                                                                                                                • How many products do they buy for the garden?
                                                                                                                                                                                  • Figure 60: Repertoire of garden products purchased in the last twelve months, by age, March 2013
                                                                                                                                                                                  • Figure 61: Garden products purchased in the last twelve months, by repertoire, March 2013
                                                                                                                                                                              • The Consumer – Shopping for Garden Products

                                                                                                                                                                                • Key points
                                                                                                                                                                                    • Figure 62: Buying garden products, March 2013
                                                                                                                                                                                    • Figure 63: Mostly shop at garden centres or DIY stores, March 2013
                                                                                                                                                                                  • Who makes a special trip?
                                                                                                                                                                                    • Figure 64: Special trip or pick up wherever I happen to be, by age and socio-economic group, March 2013
                                                                                                                                                                                  • 13% say they look around departments
                                                                                                                                                                                    • Looking for best prices
                                                                                                                                                                                      • Paying extra for higher quality
                                                                                                                                                                                        • Anyone for coffee?
                                                                                                                                                                                        • The Consumer – Planning Ahead

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • What they plan for their gardens
                                                                                                                                                                                              • Figure 65: Plans for the garden for the next twelve months, March 2013
                                                                                                                                                                                            • Entertaining in the garden
                                                                                                                                                                                              • Instant colour
                                                                                                                                                                                                • Enhancing flavour
                                                                                                                                                                                                  • Birds and bees
                                                                                                                                                                                                    • No plans for 29% of gardens
                                                                                                                                                                                                      • A natural gardening approach
                                                                                                                                                                                                        • Style in the garden
                                                                                                                                                                                                          • Spending a windfall
                                                                                                                                                                                                            • …water features are popular
                                                                                                                                                                                                              • …improve the lawn
                                                                                                                                                                                                                • …outdoor dining
                                                                                                                                                                                                                  • …planting veg
                                                                                                                                                                                                                  • The Consumer – Attitudes to the Garden

                                                                                                                                                                                                                    • Key points:
                                                                                                                                                                                                                      • Attitudes to the garden
                                                                                                                                                                                                                        • Figure 66: Attitudes to the garden, June 2013
                                                                                                                                                                                                                      • An enjoyable place to relax
                                                                                                                                                                                                                        • Socialising and cooking in the garden
                                                                                                                                                                                                                          • Figure 67: Attitudes to the garden, socialising and cooking, by age, June 2013
                                                                                                                                                                                                                        • An attractive space
                                                                                                                                                                                                                          • Gardening with the kids
                                                                                                                                                                                                                            • Attractive garden furniture
                                                                                                                                                                                                                              • Hard landscaping
                                                                                                                                                                                                                              • Appendix – The Consumer – Garden Products Purchased in the Last Twelve Months

                                                                                                                                                                                                                                  • Figure 68: Most popular garden products purchased in-store in the last twelve months, by demographics, March 2013
                                                                                                                                                                                                                                  • Figure 69: Next most popular garden products purchased in-store in the last twelve months, by demographics, March 2013
                                                                                                                                                                                                                                  • Figure 70: Garden products purchased online in the last twelve months, by demographics, March 2013
                                                                                                                                                                                                                              • Appendix – The Consumer – Shopping for Garden Products

                                                                                                                                                                                                                                  • Figure 71: Most popular buying garden products, by demographics, March 2013
                                                                                                                                                                                                                                  • Figure 72: Next most popular buying garden products, by demographics, March 2013
                                                                                                                                                                                                                              • Appendix – The Consumer – Planning Ahead

                                                                                                                                                                                                                                  • Figure 73: Most popular plans for the garden for the next twelve months, by demographics, March 2013
                                                                                                                                                                                                                                  • Figure 74: Next most popular plans for the garden for the next twelve months, by demographics, March 2013
                                                                                                                                                                                                                              • Appendix – Further Analysis

                                                                                                                                                                                                                                  • Figure 75: Repertoire of garden products purchased in-store in the last twelve months, by demographics, March 2013
                                                                                                                                                                                                                                  • Figure 76: Garden products purchased in the last twelve months, by most popular buying garden products, March 2013
                                                                                                                                                                                                                                  • Figure 77: Garden products purchased in-store in the last twelve months, by next most popular buying garden products, March 2013
                                                                                                                                                                                                                              • Appendix – The Consumer – Type of Garden

                                                                                                                                                                                                                                  • Figure 78: Type of garden by demographics, June 2013
                                                                                                                                                                                                                              • Appendix – The Consumer – Responsibility for Doing the Garden

                                                                                                                                                                                                                                  • Figure 79: Responsibility for doing the garden, by demographics, June 2013
                                                                                                                                                                                                                              • Appendix – The Consumer – Attitudes to the Garden

                                                                                                                                                                                                                                  • Figure 80: Attitudes to the garden, by demographics, June 2013

                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                              • Argos
                                                                                                                                                                                                                              • Asda Group Ltd
                                                                                                                                                                                                                              • B&Q (UK & Ireland)
                                                                                                                                                                                                                              • Barnett Hill Garden & Leisure Ltd
                                                                                                                                                                                                                              • Barton Grange Garden Centres Ltd
                                                                                                                                                                                                                              • Bents Garden Centre Ltd
                                                                                                                                                                                                                              • Blooms of Bressingham Ltd
                                                                                                                                                                                                                              • Blue Diamond
                                                                                                                                                                                                                              • Capital Gardens Ltd
                                                                                                                                                                                                                              • DJ Squire & Co Ltd
                                                                                                                                                                                                                              • Dobbies Garden Centres plc
                                                                                                                                                                                                                              • Endsleigh Garden & Leisure Limited
                                                                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                                                                              • Focus
                                                                                                                                                                                                                              • Frosts Garden Centre Ltd
                                                                                                                                                                                                                              • Gardenlands Garden & Leisure Limited
                                                                                                                                                                                                                              • Grosvenor Garden Centre Ltd
                                                                                                                                                                                                                              • Haskins Snowhill Plant & Garden Centre
                                                                                                                                                                                                                              • Heighley Gate Garden Centre Ltd
                                                                                                                                                                                                                              • Hillier Nurseries Group Ltd
                                                                                                                                                                                                                              • Home Retail Group
                                                                                                                                                                                                                              • Homebase Ltd
                                                                                                                                                                                                                              • Huntingdon Garden & Leisure Limited
                                                                                                                                                                                                                              • Ideal Shopping Direct Plc
                                                                                                                                                                                                                              • IKEA
                                                                                                                                                                                                                              • J. Sainsbury
                                                                                                                                                                                                                              • John Lewis Partnership
                                                                                                                                                                                                                              • Kingfisher Group
                                                                                                                                                                                                                              • Lady Green Garden Centre & Nursery
                                                                                                                                                                                                                              • Lakeland Ltd
                                                                                                                                                                                                                              • Melbicks Garden & Leisure Limited
                                                                                                                                                                                                                              • Mr Fothergill's Seeds Ltd
                                                                                                                                                                                                                              • Next Group
                                                                                                                                                                                                                              • Notcutts Nurseries Ltd
                                                                                                                                                                                                                              • NWF Group Plc
                                                                                                                                                                                                                              • Old Barn Nurseries Ltd
                                                                                                                                                                                                                              • Polhill Garden Centre Ltd
                                                                                                                                                                                                                              • Sanders Garden World Ltd
                                                                                                                                                                                                                              • Shop Direct Group
                                                                                                                                                                                                                              • Suttons Seeds
                                                                                                                                                                                                                              • Terra Firma Capital Partners Ltd
                                                                                                                                                                                                                              • Tesco Plc
                                                                                                                                                                                                                              • The Garden & Leisure Group Ltd
                                                                                                                                                                                                                              • The Garden Store
                                                                                                                                                                                                                              • The Range
                                                                                                                                                                                                                              • Travis Perkins Retail
                                                                                                                                                                                                                              • Truffaut Garden Centres
                                                                                                                                                                                                                              • Twitter, Inc.
                                                                                                                                                                                                                              • Unwins Ltd
                                                                                                                                                                                                                              • Waitrose
                                                                                                                                                                                                                              • Wickes Building Supplies Ltd
                                                                                                                                                                                                                              • Wilkinson Hardware Stores Ltd
                                                                                                                                                                                                                              • William Strike Ltd
                                                                                                                                                                                                                              • Wm Morrison Supermarkets
                                                                                                                                                                                                                              • Wyevale Garden Centres
                                                                                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                                                                                              Garden Products Retailing - UK - July 2013

                                                                                                                                                                                                                              £1,995.00 (Excl.Tax)