Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Garden Products Retailing - UK - July 2014

“Garden centres have developed robust strategies for compensating for the risks associated with peaks and troughs in demand caused by variable weather. We are seeing far more major garden centres investing in refits and extensions. More space in garden centres is sheltered from the weather, including areas where plants are sold. And far more space is actually enclosed and heated, making for a pleasant shopping environment throughout the seasons. Businesses have realised the importance of creating more reasons to visit and are investing in expansion of their concession operations as well as in-store restaurants and coffee shops. Added leisure attractions such as play areas and ice rinks, both permanent and seasonal, will encourage more people to visit, stay longer and spend more.”
- Jane Westgarth, Senior Retail Analyst

This report answers the following questions:

  • Will more garden centre shopping go online?
  • Are supermarkets grabbing share from the garden centres?
  • What should garden centres do to attract the next generation of gardeners?
The outlook for spending on products for gardening and outdoor living looks bright as consumer confidence increases. We believe that the greatest opportunities lie with making garden shopping easier for people, and expect to see retailers providing more inspiration with themed planting schemes as well as easily accessible ideas in catalogues and online.
 
Expertise in core garden products will become a key differentiator for garden products sellers, inspiring more retailers to invest in training their staff and in turn this will raise standards. Plus we expect to see more evidence of expert knowledge reflected in point of sale materials as well as in the way that staff are dressed and the badges they wear.
 
Those retailers that invest in great store layouts, atmosphere and displays will continue to drive up standards in the industry and differentiate garden specialists from other competitors such as value stores and supermarkets. More retail groups will build their own brand (and private label) ranges to distance themselves from competitors.

 

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Consumer spend on garden products, 2009-19
            • Market factors
              • Some 22.8 million gardens in the UK
                • Growing your own
                  • Rain dampens enthusiasm
                    • Gardens important to older people
                      • More smartphones boost online shopping
                        • Figure 2: Percentage of garden products sales online, by value, 2010-14 (est)
                      • Companies, brands and innovation
                        • Figure 3: Distribution of garden products by type of retailer, 2013 (est)
                      • The consumer
                        • Figure 4: Gardens where you live, by type, April 2014
                        • Figure 5: Gardens products purchased in store and online in the last 12 months, April 2014
                      • B&Q tops list of garden retailers used
                        • Figure 6: Where people bought garden products, April 2014
                        • Figure 7: Things that would attract people to visit garden centres more often, April 2014
                      • What we think
                      • Issues and Insights

                          • Will more garden centre shopping go online?
                            • The facts
                              • The implications
                                • Are supermarkets grabbing share from the garden centres?
                                  • The facts
                                    • The implications
                                      • What should garden centres do to attract the next generation of gardeners?
                                        • The facts
                                          • The implications
                                          • Trend Application

                                              • Trend: Edutainment
                                                • Trend: Slow it all down
                                                  • Trend: Return to the experts
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Some 86% have a garden or outdoor space
                                                        • Figure 8: Type of garden, April 2014
                                                      • Some 2% has an allotment
                                                        • Interest in growing vegetables
                                                          • Paving taking over the front garden
                                                            • The weather affects demand
                                                              • Figure 9: UK average rainfall, mm, 2000-13
                                                              • Figure 10: UK average rainfall, mm, by month, 2012 and 2013
                                                            • Community gardening
                                                              • Get children into gardening
                                                                • Protecting bees
                                                                  • Locally sourced
                                                                  • Broader Market Environment

                                                                    • Key points
                                                                      • Gardening once the family leaves home
                                                                        • Figure 11: Forecast adult population trends, by lifestage, 2008-18
                                                                      • Ageing population is positive for gardening
                                                                        • Figure 12: Trends in the age structure of the UK population, 2009-19
                                                                      • Steady numbers of ABs
                                                                        • Figure 13: Forecast adult population trends, by socio-economic group, 2008-18
                                                                      • Seven in 10 has a smart phone
                                                                        • Figure 14: Technology products owned, September 2012 and April 2014
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • What consumers spend on their homes
                                                                          • Figure 15: Consumer expenditure on selected items for the home, 2009-13
                                                                      • Strengths and Weaknesses in the Market

                                                                        • Strengths
                                                                          • Weaknesses
                                                                          • Who’s Innovating?

                                                                            • Key points
                                                                              • Investment in higher retail standards
                                                                                • Five star garden centres
                                                                                  • Creating more reasons to visit
                                                                                    • Leisure activities
                                                                                      • Encouraging Christmas trade
                                                                                        • Supermarkets intensifying competition
                                                                                          • Environmentally friendly gardens
                                                                                            • Made for Chelsea
                                                                                            • Market Size and Segmentation

                                                                                              • Key points
                                                                                                • Steady growth for garden products
                                                                                                  • Figure 16: Consumer spend on garden products, 2009-19
                                                                                                  • Figure 17: Consumer spend on garden products, at current and constant 2014 prices, 2009-19
                                                                                                • Market segmentation
                                                                                                  • Wet weather dampens demand
                                                                                                    • Figure 18: Consumer spend on garden products, 2010-14 (est)
                                                                                                  • Plants – A third of spend
                                                                                                    • Figure 19: Consumer spend on garden products, by segment, 2013
                                                                                                  • Flat market conditions
                                                                                                    • Figure 20: Consumer spend on garden products, by segment, 2009-13
                                                                                                  • What people spent in detail
                                                                                                    • Figure 21: Consumer spend on garden products, by detailed segment, 2009-13
                                                                                                  • Plants a seasonal purchase
                                                                                                    • Garden care
                                                                                                      • Outdoor living
                                                                                                        • Garden buildings
                                                                                                          • Wild birds
                                                                                                          • Companies and Products

                                                                                                            • Key points
                                                                                                              • Concentration into multiple groups
                                                                                                                • Figure 22: Selected leading garden centre retailers, by number of outlets, 2010-14
                                                                                                              • Garden Centre Group
                                                                                                                  • Figure 23: Garden Centre Group: Group financial performance, 2011 and 2012
                                                                                                                • Dobbies Garden Centres plc
                                                                                                                    • Figure 24: Dobbies Garden Centres plc: sales, year to February 2008-13
                                                                                                                    • Figure 25: Dobbies Garden Centres plc: Group financial performance, 2012 and 2013
                                                                                                                    • Figure 26: Artists impression of joint Tesco Dobbies for East Kilbride, 2014
                                                                                                                  • Klondyke/William Strike
                                                                                                                      • Figure 27: Klondyke: Group financial performance, 2012 and 2013
                                                                                                                    • Notcutts Nurseries Ltd
                                                                                                                      • Figure 28: Notcutts Nurseries Ltd: Group financial performance, 2012 and 2013
                                                                                                                    • Hillier Nurseries Group Ltd
                                                                                                                        • Figure 29: Hillier Nurseries Group Ltd: Group financial performance, 2012 and 2013
                                                                                                                      • Blue Diamond
                                                                                                                        • Figure 30: Blue Diamond: Group financial performance, 2011 and 2012
                                                                                                                      • DJ Squire & Co Ltd
                                                                                                                        • Figure 31: DJ Squire & Co Ltd: Group financial performance, 2012 and 2013
                                                                                                                      • Other garden centres
                                                                                                                        • Non-specialist retailers
                                                                                                                          • DIY retailers
                                                                                                                            • B&Q
                                                                                                                              • Homebase
                                                                                                                                • Other outlets
                                                                                                                                  • Argos
                                                                                                                                    • John Lewis
                                                                                                                                      • Wilkinson
                                                                                                                                        • Next
                                                                                                                                          • The Range
                                                                                                                                            • IKEA
                                                                                                                                              • Supermarkets
                                                                                                                                                • Home shopping retailers
                                                                                                                                                  • Bakker Holland
                                                                                                                                                    • Crocus
                                                                                                                                                      • Leadthegoodlife
                                                                                                                                                        • Other
                                                                                                                                                          • General home shopping retailers
                                                                                                                                                          • Channels of Distribution

                                                                                                                                                            • Key points
                                                                                                                                                              • DIY multiples and garden centres dominant
                                                                                                                                                                • Figure 32: Distribution of garden products by type of retailer, 2013 (est)
                                                                                                                                                              • Garden centres are holding their own
                                                                                                                                                                • Figure 33: Distribution of garden products by type of retailer, 2011-2013 (est)
                                                                                                                                                              • Garden and DIY have a logical fit
                                                                                                                                                                • Non-garden goods shore up performance of garden retailers
                                                                                                                                                                  • The march of the supermarkets
                                                                                                                                                                    • Other retailers
                                                                                                                                                                      • Shopping online
                                                                                                                                                                        • Figure 34: Percentage of garden products sales online, by value, 2010-14
                                                                                                                                                                    • Space Allocation Summary

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Space allocation overview
                                                                                                                                                                          • Space allocation summary data
                                                                                                                                                                            • Figure 35: Garden Centre Group, Maidenhead Aquatics, June 2014
                                                                                                                                                                            • Figure 36: Garden products retailers outdoor space allocation, June 2014
                                                                                                                                                                            • Figure 37: Garden products retailers indoor space allocation, June 2014
                                                                                                                                                                            • Figure 38: Garden products retailers concession split by percentage of total selling space, June 2014
                                                                                                                                                                          • Detailed space allocation estimates
                                                                                                                                                                            • Figure 39: Garden products retailers outdoor – inside sales area, June 2014
                                                                                                                                                                            • Figure 40: Garden products retailers detailed space allocation estimates, June 2014
                                                                                                                                                                        • Brand Communication and Promotion

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Topline expenditure picks up in 2013
                                                                                                                                                                              • Figure 41: Main monitored advertising expenditure, garden products, 2010-2013
                                                                                                                                                                              • Figure 42: Main monitored advertising expenditure, garden products, by company, 2010-13
                                                                                                                                                                            • Ikea enters the fray
                                                                                                                                                                              • Scotts promotes Flower Magic
                                                                                                                                                                                • Four supermarkets rank among the top advertisers
                                                                                                                                                                                  • Media share of garden advertising
                                                                                                                                                                                    • Figure 43: Main monitored advertising expenditure, garden products, percentage share by media type, 2013
                                                                                                                                                                                    • Figure 44: Main monitored advertising expenditure, garden products, percentage share by media type, 2010-2013
                                                                                                                                                                                  • Seasonal advertising for garden products
                                                                                                                                                                                    • Figure 45: Monthly main media advertising expenditure, garden products by month, 2012 and 2013
                                                                                                                                                                                  • Industry-wide initiatives
                                                                                                                                                                                  • The Consumer – Garden Ownership

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Garden ownership
                                                                                                                                                                                        • Some 86% has a garden or outdoor space
                                                                                                                                                                                          • Figure 46: Gardens where you live, by type, April 2014
                                                                                                                                                                                          • Figure 47: Gardens where you live, any garden or outdoor space, by age and socio-economic group, April 2014
                                                                                                                                                                                        • Gardens by lifestage
                                                                                                                                                                                          • Figure 48: Gardens where you live, by type, by lifestage, April 2014
                                                                                                                                                                                        • Profiling who does the garden
                                                                                                                                                                                          • Figure 49: Responsibility for the garden, by age, June 2013
                                                                                                                                                                                      • The Consumer – Garden Products Purchased in the Last 12 Months

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Overview of in store and online shopping
                                                                                                                                                                                              • Figure 50: Any garden products bought in the last 12 months, April 2014
                                                                                                                                                                                            • Comparing what is bought in store and online for the garden
                                                                                                                                                                                              • Figure 51: Gardens products purchased in the last twelve months, ratio of in-store to online purchases, April 2014
                                                                                                                                                                                            • What people bought for the garden in stores and online
                                                                                                                                                                                              • Figure 52: Gardens products purchased in store and online in the last twelve months, April 2014
                                                                                                                                                                                            • Findings from the qualitative research
                                                                                                                                                                                                • Figure 53: Repertoire of Gardens products purchased in the last 12 months, April 2014
                                                                                                                                                                                                • Figure 54: Gardens products purchased in the last twelve months, by type of garden owned, April 2014
                                                                                                                                                                                            • The Consumer – Where People Shopped for Garden Products

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Where people bought garden products
                                                                                                                                                                                                  • Figure 55: Where people bought garden products, April 2014
                                                                                                                                                                                                • Comparing shopping at DIY stores with garden centres
                                                                                                                                                                                                  • Figure 56: Where people bought garden products, DIY stores and garden centres, April 2014
                                                                                                                                                                                                  • Figure 57: Where people bought garden products, DIY stores and garden centres, by age and socio-economic group, April 2014
                                                                                                                                                                                                • Comparing shoppers who use B&Q or garden centres
                                                                                                                                                                                                  • Figure 58: Where people bought garden products, B&Q and any garden centre, by age and socio-economic group, April 2014
                                                                                                                                                                                                • Comparing who shops at large and small garden centres
                                                                                                                                                                                                  • Figure 59: Where people bought garden products, large and small garden centres, April 2014
                                                                                                                                                                                                • Who buys garden products in supermarkets?
                                                                                                                                                                                                  • Figure 60: Where people bought garden products, B&Q. any garden centre and supermarkets, by age and socio-economic group, April 2014
                                                                                                                                                                                                  • Figure 61: Where people bought garden products, repertoire, April 2014
                                                                                                                                                                                                  • Figure 62: Where people bought garden products, repertoire, by socio-economic group, April 2014
                                                                                                                                                                                              • The Consumer – What Would Attract People to Visit Garden Centres More Often?

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                    • Figure 63: Things that would attract people to visit garden centres more often, April 2014
                                                                                                                                                                                                  • Retirees are attracted by coffee shops
                                                                                                                                                                                                    • People with young children are looking for somewhere to go
                                                                                                                                                                                                      • One in five mention expert staff
                                                                                                                                                                                                        • Inspiring garden displays
                                                                                                                                                                                                          • Fairly low interest in shopping and browsing
                                                                                                                                                                                                            • Young and lower socio-economic groups least engaged with visiting garden centres more often
                                                                                                                                                                                                              • Is there a typical garden centre shopper?
                                                                                                                                                                                                                • Which celebrities would people think of to help improve a garden centre?
                                                                                                                                                                                                                • Appendix – The Consumer – Garden Ownership

                                                                                                                                                                                                                    • Figure 64: Garden ownership, by demographics, April 2014
                                                                                                                                                                                                                • Appendix – The Consumer – Garden Products Purchased In-store in the Last 12 Months

                                                                                                                                                                                                                    • Figure 65: Most popular garden products purchased in-store in the last 12 months, by demographics, April 2014
                                                                                                                                                                                                                    • Figure 66: Next most popular garden products purchased in-store in the last 12 months, by demographics, April 2014
                                                                                                                                                                                                                • Appendix – The Consumer – Garden Products Bought Online in the Last 12 Months

                                                                                                                                                                                                                    • Figure 67: Most popular garden products bought online in the last 12 months, by demographics, April 2014
                                                                                                                                                                                                                    • Figure 68: Next most popular garden products bought online in the last 12 months, by demographics, April 2014
                                                                                                                                                                                                                • Appendix – The Consumer – Garden Products Bought In-store/Online in the Last 12 Months

                                                                                                                                                                                                                    • Figure 69: Most popular any garden products bought in the last 12 months, by demographics, April 2014
                                                                                                                                                                                                                    • Figure 70: Next most popular any garden products bought in the last 12 months, by demographics, April 2014
                                                                                                                                                                                                                • Appendix – The Consumer – Where People Bought Garden Products

                                                                                                                                                                                                                    • Figure 71: Most popular where people bought garden products, by demographics, April 2014
                                                                                                                                                                                                                    • Figure 72: Next most popular where people bought garden products, by demographics, April 2014
                                                                                                                                                                                                                    • Figure 73: Other where people bought garden products, by demographics, April 2014
                                                                                                                                                                                                                  • Repertoire of where people bought garden products
                                                                                                                                                                                                                    • Figure 74: Repertoire of where people bought garden products, by demographics, April 2014
                                                                                                                                                                                                                • Appendix – The Consumer – What Would Attract People to Visit Garden Centres More Often?

                                                                                                                                                                                                                    • Figure 75: Most popular what would attract people to visit garden centres more often?, by demographics, April 2014
                                                                                                                                                                                                                    • Figure 76: Next most popular what would attract people to visit garden centres more often?, by demographics, April 2014
                                                                                                                                                                                                                    • Figure 77: Other what would attract people to visit garden centres more often?, by demographics, April 2014

                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                • Argos
                                                                                                                                                                                                                • Asda Group Ltd
                                                                                                                                                                                                                • B&Q (UK & Ireland)
                                                                                                                                                                                                                • Barton Grange Garden Centres Ltd
                                                                                                                                                                                                                • Bents Garden Centre Ltd
                                                                                                                                                                                                                • Blooms of Bressingham Ltd
                                                                                                                                                                                                                • Crocus.co.uk Ltd
                                                                                                                                                                                                                • Delhaize Group
                                                                                                                                                                                                                • DJ Squire & Co Ltd
                                                                                                                                                                                                                • Dobbies Garden Centres plc
                                                                                                                                                                                                                • Garden Centre Association
                                                                                                                                                                                                                • Grosvenor Garden Centre Ltd
                                                                                                                                                                                                                • Hillier Nurseries Group Ltd
                                                                                                                                                                                                                • Home Retail Group
                                                                                                                                                                                                                • Homebase Ltd
                                                                                                                                                                                                                • Ideal Shopping Direct Plc
                                                                                                                                                                                                                • IKEA
                                                                                                                                                                                                                • J. Sainsbury
                                                                                                                                                                                                                • John Lewis Partnership
                                                                                                                                                                                                                • Kingfisher Group
                                                                                                                                                                                                                • Mr Fothergill's Seeds Ltd
                                                                                                                                                                                                                • Next Group
                                                                                                                                                                                                                • Notcutts Nurseries Ltd
                                                                                                                                                                                                                • NWF Group Plc
                                                                                                                                                                                                                • Old Barn Nurseries Ltd
                                                                                                                                                                                                                • Park Garden Centres Ltd
                                                                                                                                                                                                                • Percy Thrower's Gardening & Leisure
                                                                                                                                                                                                                • Polhill Garden Centre Ltd
                                                                                                                                                                                                                • Redfields Garden Nursery Ltd
                                                                                                                                                                                                                • Royal Horticultural Society
                                                                                                                                                                                                                • Saga Holidays
                                                                                                                                                                                                                • Sanders Garden World Ltd
                                                                                                                                                                                                                • Screwfix UK
                                                                                                                                                                                                                • Shop Direct Group
                                                                                                                                                                                                                • Suttons Seeds
                                                                                                                                                                                                                • Tesco (UK)
                                                                                                                                                                                                                • The Garden & Leisure Group Ltd
                                                                                                                                                                                                                • The Garden Store
                                                                                                                                                                                                                • The Range
                                                                                                                                                                                                                • Thompsons Nursery
                                                                                                                                                                                                                • Unwins Ltd
                                                                                                                                                                                                                • Waitrose
                                                                                                                                                                                                                • Wilkinson Hardware Stores Ltd
                                                                                                                                                                                                                • William Strike Ltd
                                                                                                                                                                                                                • Wm Morrison Supermarkets
                                                                                                                                                                                                                • Woodcote Green Nurseries Ltd
                                                                                                                                                                                                                • Wyevale Garden Centres
                                                                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                                                                Garden Products Retailing - UK - July 2014

                                                                                                                                                                                                                US $2,672.70 (Excl.Tax)