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Garden Products Retailing - UK - June 2011

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. The main categories and their broad definitions break down as follows:

  • growing stock – plants, shrubs, trees, bulbs, seeds
  • gardening equipment – lawnmowers, other power tools, hand tools, irrigation equipment
  • garden buildings – conservatories, sheds, greenhouses
  • garden chemicals and growing media – compost, peat, chippings, fertiliser, pesticides, weedkillers
  • garden furniture and barbecues – furniture, parasols, patio heaters, cushions, barbecues
  • enhancement features and sundries – statuary, aggregates, etc.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Market size and forecast, garden products, 2006-16
            • Market factors
              • Companies, brands and innovation
                • Retail distribution
                  • Figure 2: Channels of distribution, garden products, 2010
                • The consumer
                  • Figure 3: Outlets used for garden products, April 2011
                  • Figure 4: Products purchased from DIY shops and garden centres/specialists in the last 12 months, April 2011
                  • Figure 5: Target groups for garden products, April 2011
                • What we think
                • Issues in the Market

                    • How is the current economic squeeze affecting attitudes towards spending on garden products?
                      • Will the influence of multiple retailers in the sector change the competitive landscape?
                        • Is online shopping having an impact in garden centre retailing?
                          • Is the green agenda influencing customer shopping patterns?
                            • What do consumers feel about catering at garden centres and does it have an influence on their choice of shop?
                            • Future Opportunities

                                • Trend: FSTR & HYPR
                                  • Trend: Why Buy?
                                  • Internal Market Environment

                                    • Key points
                                      • More than eight in ten have a garden
                                        • Figure 6: Proportion of UK households with a garden or allotment, 2006-10
                                      • Allotment gardening small but growing
                                        • How does your garden grow?
                                          • Figure 7: Contents of the garden, 2010
                                        • Lawns at the heart of most gardens
                                          • Flowers in the borders
                                            • Plenty of scope to increase customer base
                                              • Take a seat outside
                                                • Figure 8: Items bought for the garden, 2010
                                              • What consumers associate with their gardens
                                                • Weather patterns highly influential
                                                  • Figure 9: Mean annual temperature, summer temperature and summer sunshine hours, 2000-10
                                                • Sliding circulation for gardening magazines
                                                  • Figure 10: Circulation figures for gardening publications, 2009 and 2010
                                              • Broader Market Environment

                                                • Key points
                                                  • Economic indicators
                                                    • Figure 11: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
                                                  • Confidence takes a hit
                                                    • Figure 12: GfK NOP Consumer Confidence Index, January 1988-May 2011
                                                  • Slump in house moves
                                                    • Figure 13: Number of UK residential property transactions, seasonally adjusted, by quarter, 2006-11
                                                  • Smaller households
                                                    • Figure 14: UK households, by size, 2006-16
                                                  • Ageing population bodes well for the garden sector
                                                    • Figure 15: Trends in the age structure of the UK population, 2006-16
                                                  • Growing affluence boosts garden product sales
                                                    • Figure 16: Forecast adult population trends, by socio-economic group, 2006-16
                                                  • The connected garden
                                                    • Figure 17: Broadband penetration, by demographics, 2004-10
                                                  • Organic and environmental trends
                                                  • Competitive Context

                                                    • Key points
                                                      • Spending on the home falls flat
                                                        • Figure 18: UK retail value sales of home markets, 2006-10
                                                      • Spending priorities
                                                        • Figure 19: What extra money is spent on, 2010 and 2011
                                                      • Faking it?
                                                      • Strengths and Weaknesses in the Market

                                                        • Strengths
                                                          • Weaknesses
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Grow your own at the garden centre
                                                                • Online retail developments
                                                                  • Homebase launches Get into Gardening online
                                                                    • Dobbies opens environmentally friendly store
                                                                      • Dobbies involves the community
                                                                        • Marshalls launches iPad app
                                                                          • Garden centres go into mainstream shopping centres
                                                                            • Topical planting
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Good weather boosts demand
                                                                                  • Figure 20: Consumer spend on garden products, 2006-16
                                                                                • Mixed reaction to the economic squeeze
                                                                                  • Grow your own increasing in popularity
                                                                                    • Growing media and pots benefit
                                                                                      • Boost for tools
                                                                                        • Garden watering
                                                                                          • Outdoor living
                                                                                            • Tough times for landscaping and garden buildings
                                                                                              • Outlook
                                                                                                • Figure 21: Market size and forecast, garden products, 2006-16
                                                                                            • Retailer Profiles

                                                                                              • Outlet numbers
                                                                                                • Figure 22: Leading garden products retailers, by number of outlets, 2004-11
                                                                                              • The Garden Centre Group (formerly Wyevale)
                                                                                                  • Figure 23: The Garden Centre Group Ltd, financial performance, 2008 and 2009
                                                                                                • Dobbies Garden Centres
                                                                                                    • Figure 24: Dobbies Garden Centres plc, financial performance, 2009 and 2010
                                                                                                  • The website includes links to social media such as Facebook and Twitter.
                                                                                                    • Klondyke
                                                                                                        • Figure 25: Klondyke Garden Centres/William Strike Limited, financial performance, 2009 and 2010
                                                                                                      • Notcutts
                                                                                                          • Figure 26: Notcutts Limited, financial performance, 2009 and 2010
                                                                                                        • Hillier
                                                                                                            • Figure 27: Hillier nurseries, financial performance, 2008 and 2009
                                                                                                          • Country Homes and Gardens
                                                                                                              • Figure 28: Country Homes and Gardens, financial performance, 2008 and 2009
                                                                                                            • Squire’s
                                                                                                                • Figure 29: DJ Squire & Co Ltd, financial performance, 2009 and 2010
                                                                                                              • Blue Diamond
                                                                                                                • Garden & Leisure Group
                                                                                                                    • Figure 30: The Garden & Leisure Group Ltd, financial performance, 2008 and 2009
                                                                                                                  • Other garden centres
                                                                                                                    • DIY stores
                                                                                                                      • B&Q
                                                                                                                        • Homebase
                                                                                                                          • Wickes
                                                                                                                            • Other outlets
                                                                                                                              • Argos
                                                                                                                                • John Lewis
                                                                                                                                  • Wilkinson
                                                                                                                                    • The Range
                                                                                                                                    • Channels of Distribution

                                                                                                                                      • Key points
                                                                                                                                        • Sector dominated by DIY stores and garden centres
                                                                                                                                          • Figure 31: Retail sales of garden products, by outlet type, 2006-10
                                                                                                                                        • Fragmented garden centre sector
                                                                                                                                          • B&Q dominates the DIY sector
                                                                                                                                            • Supermarkets convenient and cheap
                                                                                                                                              • Other
                                                                                                                                                • Online garden ranges
                                                                                                                                                • Retail Advertising and Promotion

                                                                                                                                                  • Key points
                                                                                                                                                    • Main media advertising
                                                                                                                                                      • Figure 32: Main media advertising expenditure by garden centres, 2007-10
                                                                                                                                                    • Fragmented advertising
                                                                                                                                                      • Figure 33: Main media advertising expenditure by garden centres, by company, 2007-10
                                                                                                                                                    • Press dominates media expenditure
                                                                                                                                                      • Figure 34: Main media advertising expenditure by garden centres, by media type, 2007-10
                                                                                                                                                    • Seasonality
                                                                                                                                                      • Figure 35: Monthly main media advertising expenditure by garden centres, 2010
                                                                                                                                                  • The Consumer – What Products are Purchased Where?

                                                                                                                                                    • Key points
                                                                                                                                                      • Shoppers at garden centres and specialists
                                                                                                                                                        • Comparing purchases from DIY shops with garden centres
                                                                                                                                                          • Figure 36: Most popular product purchased from garden centres/specialists and DIY shops in the last 12 months, April 2011
                                                                                                                                                        • Shoppers at garden centres
                                                                                                                                                          • Figure 37: Products purchased from garden centres/specialists, April 2011
                                                                                                                                                        • Older, wealthier shoppers
                                                                                                                                                          • Families also important
                                                                                                                                                            • Non-users of garden centres and specialists
                                                                                                                                                              • Shoppers at DIY and other non-specialists
                                                                                                                                                                • Figure 38: Products purchased from DIY stores, April 2011
                                                                                                                                                            • The Consumer – Who Shops Where?

                                                                                                                                                              • Key points
                                                                                                                                                                  • Figure 39: Retailers used to buy garden products, April 2011
                                                                                                                                                                • DIY stores rank highly
                                                                                                                                                                  • Garden specialists and nurseries widely used
                                                                                                                                                                  • The Consumer – Factors Influencing Choice of Outlet

                                                                                                                                                                    • Key analysis
                                                                                                                                                                      • Factors influencing choice of retailer
                                                                                                                                                                        • Figure 40: Factors influencing choice of retailer for garden products, April 2011
                                                                                                                                                                      • The right price
                                                                                                                                                                        • Instant gratification
                                                                                                                                                                          • Choice
                                                                                                                                                                            • Advice
                                                                                                                                                                              • Café and restaurant
                                                                                                                                                                              • Target Groups

                                                                                                                                                                                  • Four main customer types for garden products
                                                                                                                                                                                    • Figure 41: Target groups for garden products, April 2011
                                                                                                                                                                                  • Love-to-shop (11%)
                                                                                                                                                                                    • Figure 42: Factors influencing choice of retailer for garden products – Love-to-shop, April 2011
                                                                                                                                                                                    • Figure 43: Products purchased from DIY shops and garden centres/specialists – Love-to-shop, April 2011
                                                                                                                                                                                  • Green fingers (14%)
                                                                                                                                                                                    • Figure 44: Factors influencing choice of retailer for garden products – Green-fingers, April 2011
                                                                                                                                                                                    • Figure 45: Products purchased from DIY shops and garden centres/specialists – Green fingers, April 2011
                                                                                                                                                                                  • Quick-fixers (36%)
                                                                                                                                                                                    • Figure 46: Factors influencing choice of retailer for garden products – Quick-fixers, April 2011
                                                                                                                                                                                    • Figure 47: Products purchased from DIY shops and garden centres/specialists – Quick-fixers, April 2011
                                                                                                                                                                                  • Bargain Hunters
                                                                                                                                                                                    • Figure 48: Factors influencing choice of retailer for garden products – Bargain-hunters, April 2011
                                                                                                                                                                                    • Figure 49: Products purchased from DIY shops and garden centres/specialists – Bargain-hunters, April 2011
                                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                                    • Figure 50: Proportion of adults with garden/allotment, by demographics, 2010
                                                                                                                                                                                    • Figure 51: Contents of the garden, by demographics, 2010
                                                                                                                                                                                    • Figure 52: Contents of the garden, by demographics, 2010
                                                                                                                                                                                    • Figure 53: Items bought for the garden, by demographics, 2010
                                                                                                                                                                                    • Figure 54: Items bought for the garden, by demographics, 2010
                                                                                                                                                                                • Appendix – The Consumer – What Products are Purchased Where?

                                                                                                                                                                                    • Figure 55: Most popular products purchased from garden centres/specialists, by demographics, April 2011
                                                                                                                                                                                    • Figure 56: Next most popular products purchased from garden centres/specialists, by demographics, April 2011
                                                                                                                                                                                    • Figure 57: Other products purchased from garden centres/specialists, by demographics, April 2011
                                                                                                                                                                                    • Figure 58: Least popular products purchased from garden centres/specialists, by demographics, April 2011
                                                                                                                                                                                    • Figure 59: Most popular products purchased from DIY stores, by demographics, April 2011
                                                                                                                                                                                    • Figure 60: Next most popular products purchased from DIY stores, by demographics, April 2011
                                                                                                                                                                                    • Figure 61: Other products purchased from DIY stores, by demographics, April 2011
                                                                                                                                                                                • Appendix – The Consumer – Who Shops Where?

                                                                                                                                                                                    • Figure 62: Most popular retailers used to buy garden products, by demographics, April 2011
                                                                                                                                                                                    • Figure 63: Next most popular retailers used to buy garden products, by demographics, April 2011
                                                                                                                                                                                • Appendix – The Consumer – Factors Influencing Choice of Outlet

                                                                                                                                                                                    • Figure 64: Most popular factors influencing choice of retailer for garden products, by demographics, April 2011
                                                                                                                                                                                    • Figure 65: Next most popular factors influencing choice of retailer for garden products, by demographics, April 2011
                                                                                                                                                                                • Appendix – Target Groups

                                                                                                                                                                                    • Figure 66: Target groups, by demographics, April 2011
                                                                                                                                                                                    • Figure 67: Factors influencing choice of retailer for garden products, by target groups, April 2011
                                                                                                                                                                                    • Figure 68: Products purchased from garden centres/specialists, by target groups, April 2011
                                                                                                                                                                                    • Figure 69: Products purchased from DIY stores, by target groups, April 2011
                                                                                                                                                                                    • Figure 70: Retailers used to buy garden products, by target groups, April 2011

                                                                                                                                                                                Companies Covered

                                                                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                • Amazon.co.uk
                                                                                                                                                                                • Annabel Karmel
                                                                                                                                                                                • Archant
                                                                                                                                                                                • Argos
                                                                                                                                                                                • Asda Group Ltd
                                                                                                                                                                                • Audit Bureau of Circulations
                                                                                                                                                                                • Bank of England
                                                                                                                                                                                • Barton Grange Garden Centres Ltd
                                                                                                                                                                                • Bauer Consumer Media
                                                                                                                                                                                • Baugur
                                                                                                                                                                                • Blooms of Bressingham Ltd
                                                                                                                                                                                • Blue Diamond
                                                                                                                                                                                • Bluewater Shopping Centre
                                                                                                                                                                                • British Broadcasting Corporation (BBC)
                                                                                                                                                                                • Cadbury Schweppes Plc
                                                                                                                                                                                • Capital Gardens Ltd
                                                                                                                                                                                • Co-operative Group
                                                                                                                                                                                • Council of Mortgage Lenders
                                                                                                                                                                                • Country Homes and Gardens Plc
                                                                                                                                                                                • Debenhams Total (GTV)
                                                                                                                                                                                • Department for Culture Media and Sport
                                                                                                                                                                                • Department for Environment, Food & Rural Affairs
                                                                                                                                                                                • DJ Squire & Co Ltd
                                                                                                                                                                                • Dobbies Garden Centres plc
                                                                                                                                                                                • Eden Project
                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                • Focus
                                                                                                                                                                                • Freeview
                                                                                                                                                                                • Gfk NOP
                                                                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                                                                • Halls Garden Products
                                                                                                                                                                                • Heighley Gate Garden Centre Ltd
                                                                                                                                                                                • Hillier Nurseries Group Ltd
                                                                                                                                                                                • Home Retail Group
                                                                                                                                                                                • Homebase Ltd
                                                                                                                                                                                • Horticultural Trades Association [HTA]
                                                                                                                                                                                • Hurrans Garden Centres Ltd
                                                                                                                                                                                • IKEA
                                                                                                                                                                                • Infinity Broadcasting Corporation
                                                                                                                                                                                • IPC Media Ltd.
                                                                                                                                                                                • Ipsos MORI
                                                                                                                                                                                • J. Sainsbury
                                                                                                                                                                                • Jamie Oliver
                                                                                                                                                                                • John Lewis Partnership
                                                                                                                                                                                • Kantar Media
                                                                                                                                                                                • Kingfisher Group
                                                                                                                                                                                • Kingfisher UK & Ireland
                                                                                                                                                                                • Klondyke Group Ltd
                                                                                                                                                                                • Lakeland Ltd
                                                                                                                                                                                • Marks & Spencer
                                                                                                                                                                                • Melbicks Garden & Leisure Limited
                                                                                                                                                                                • Mr Fothergill's Seeds Ltd
                                                                                                                                                                                • National Trust (Enterprises) Ltd
                                                                                                                                                                                • Nauticalia Ltd
                                                                                                                                                                                • Next Group
                                                                                                                                                                                • Notcutts Nurseries Ltd
                                                                                                                                                                                • NWF Group Plc
                                                                                                                                                                                • Old Barn Nurseries Ltd
                                                                                                                                                                                • Redfields Garden Nursery Ltd
                                                                                                                                                                                • Royal Horticultural Society
                                                                                                                                                                                • Royal Society for the Protection of Birds
                                                                                                                                                                                • Selfridges Retail Ltd
                                                                                                                                                                                • Suttons Seeds
                                                                                                                                                                                • Tesco Plc
                                                                                                                                                                                • The Garden & Leisure Group Ltd
                                                                                                                                                                                • The Growing Media Association
                                                                                                                                                                                • Thompson & Morgan (Group) Ltd
                                                                                                                                                                                • Travis Perkins Retail
                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                • Waitrose Ltd
                                                                                                                                                                                • West Coast Capital
                                                                                                                                                                                • Wilkinson Hardware Stores Ltd
                                                                                                                                                                                • William Sinclair Horticulture
                                                                                                                                                                                • William Strike Ltd
                                                                                                                                                                                • Wm Morrison Supermarkets
                                                                                                                                                                                • Wyevale Garden Centres
                                                                                                                                                                                • Yankee Candle Company Inc., The

                                                                                                                                                                                Garden Products Retailing - UK - June 2011

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