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Garden Products Retailing - UK - June 2015

"The garden products market was helped by good weather and improved consumer confidence. Spend is expected to grow by helped by a real upturn in personal disposable income which should boost consumer confidence further. The long-term trends are for market growth, but individual years can be volatile, affected by the weather, particularly in the key spring season."
- Jane Westgarth, Senior Retail Analyst

This report answers the following key questions:

  • Is online shopping for garden products growing market share? 
  • What are the technical trends that will affect garden shopping? 
  • Can garden centres attract more under-45s?

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

        • Garden spending boosted by higher consumer confidence
          • Figure 1: Consumer spending on garden products, 2010-20
        • Improving point of sale presentation boosts plant sales
          • Figure 2: The garden market, by segment, 2015 (est)
        • DIY shops and garden centres capture 59% of the market
          • Figure 3: Distribution of garden products, by type of retailer, 2014 (est)
          • Figure 4: Garden centre operators, turnover (excluding VAT), 2013-14
        • More gardening for third age and retired
          • Figure 5: Garden purchasers, April 2015
          • Figure 6: Garden products purchased in the last 12 months, April 2015
          • Figure 7: Retailers used for garden products, April 2015
          • Figure 8: Influential factors in choice of where to buy garden products, April 2015
      • Issues and Insights

        • Is online shopping for garden products growing market share?
          • The facts
            • The implications
              • What are the technical trends that will affect garden shopping?
                • The facts
                  • The implications
                    • Can garden centres attract more under-45s?
                      • The facts
                        • The implications
                        • The Market – What You Need to Know

                          • Improved consumer confidence boosts garden spending
                            • Weather can create volatility
                              • Plants make up 29% of spend
                                • GYO and projects in a day are important
                                  • Entertaining in the garden boosts demand
                                    • Almost 23 million gardens in the UK
                                    • Market Size and Forecast

                                          • Figure 9: Consumer spending on garden products, 2010-20
                                      • Segment Performance

                                          • Seasonal planting
                                            • More entertaining in the garden
                                              • Garden chemicals
                                                • Cordless and robot mowers
                                                  • Stylish sheds
                                                    • Wild birds
                                                      • Figure 10: The garden market, by segment, 2015 (est)
                                                      • Figure 11: Consumer spend on garden products, by detailed segment, 2010-14
                                                  • Market Drivers

                                                    • Ownership of gardens
                                                      • Figure 12: Type of garden, April 2014
                                                    • Allotments for 2% of households
                                                      • GYO fruit and veg
                                                        • Front gardens could be revived
                                                          • Rainy days
                                                            • Figure 13: UK average rainfall, mm, by month, 2013 and 2014
                                                          • Ageing population
                                                            • Figure 14: Trends in the age structure of the UK population, 2009-19
                                                        • Key Players – What You Need To Know

                                                          • Growing pressure from non-specialists
                                                            • Wyevale and Dobbies are the largest chains
                                                              • Dobbies opening joint-sited stores with Tesco
                                                                • Many other successful garden centres
                                                                  • Investment in online shopping
                                                                    • More click and collect
                                                                    • Channels to Market

                                                                      • New competitive pressures
                                                                        • Growth of non-core ranges
                                                                          • Major position for DIY stores
                                                                            • Rise of the budget chains
                                                                              • The rise of online and multi-channel
                                                                                • Figure 15: Distribution of garden products by type of retailer, 2014 (est)
                                                                            • Garden Centres

                                                                                  • Figure 16: Garden centre operators, turnover (excl VAT), 2010-14
                                                                                • Profitability of garden centres
                                                                                  • Figure 17: Garden centre operators, operating profits, 2010-14
                                                                                • Wyevale has four times more stores than nearest competitor
                                                                                  • Figure 18: Garden centre operators, outlet numbers, 2011-15
                                                                                • Sales per outlet
                                                                                  • Figure 19: Garden centre operators, sales per outlet (excluding VAT), 2010-14
                                                                                • Trading online
                                                                                  • Figure 20: Garden centre operators, online activity, 2015
                                                                                • A coffee and something to eat
                                                                                  • Figure 21: Garden centre operators, catering summary, 2015
                                                                                • Creating more reasons to spend
                                                                                  • Figure 22: Examples of concessions featured at garden centres, 2015
                                                                              • Space Allocation Summary

                                                                                  • Outdoor space allocation overview
                                                                                    • Figure 23: Garden products retailers outdoor space allocation, May 2015
                                                                                  • Indoor space allocation overview
                                                                                    • Figure 24: Garden products retailers indoor space allocation, May 2015
                                                                                    • Figure 25: Garden products retailers total outdoor – Indoor percentage space mix, May 2015
                                                                                  • Concessions and trading partners
                                                                                    • Figure 26: Wyevale Garden Centres Hillingdon, Bonmarché, May 2015
                                                                                    • Figure 27: Garden products retailers concession/trading partner split by percentage of total selling space, May 2015
                                                                                  • Detailed space allocation estimates
                                                                                    • Figure 28: Garden products retailers detailed space allocation estimates, May 2015
                                                                                • Brand Communication and Promotion

                                                                                  • Advertising spend on the increase
                                                                                    • Figure 29: Main monitored advertising expenditure, garden products, 2011-14
                                                                                  • Advertising peaks in April
                                                                                    • Figure 30: Main monitored advertising expenditure, garden products, by month, 2013-14
                                                                                  • B&Q tops the advertisers
                                                                                    • Figure 31: Main monitored advertising expenditure, garden products, by advertiser, 2011-14
                                                                                  • Television accounts for half of adspend
                                                                                    • Figure 32: Main monitored advertising expenditure, garden products, by media type, 2014
                                                                                • Innovation

                                                                                  • Garden centre refurbishments
                                                                                    • Café and restaurant additions
                                                                                      • Online and mobile developments
                                                                                      • The Consumer – What You Need to Know

                                                                                        • 80% of over-55s have a planted garden
                                                                                          • Huge participation in shopping for the garden
                                                                                            • Plants and shrubs drive customer traffic
                                                                                              • DIY stores are the most popular destination
                                                                                                • Factors influencing choice
                                                                                                • Presence of a Garden or Outside Space

                                                                                                  • 86% have a garden
                                                                                                    • Figure 33: Garden ownership, April 2014
                                                                                                  • Purchasing for the garden
                                                                                                    • Figure 34: Garden purchasers, April 2015
                                                                                                  • Purchasing for the garden increases with age
                                                                                                    • Figure 35: People with a garden or outside space who bought garden products, by age, April 2015
                                                                                                • Garden Purchases

                                                                                                    • Figure 36: Garden products purchased in the last 12 months, April 2015
                                                                                                    • Figure 37: Repertoire of garden products purchased in the last 12 months, April 2015
                                                                                                • Retailers Used for Garden Products

                                                                                                    • Figure 38: Retailers used for garden products, April 2015
                                                                                                    • Figure 39: Retailers used for garden products, repertoire, April 2015
                                                                                                • Influential Factors in Choice of Where to Buy Garden Products

                                                                                                    • Figure 40: Influential factors in choice of where to buy garden products, April 2015
                                                                                                • Appendix – Data Sources and Abbreviations

                                                                                                  • Data sources
                                                                                                    • Market sizing and segment performance
                                                                                                      • Fan chart forecast
                                                                                                        • Abbreviations

                                                                                                        Companies Covered

                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                        Garden Products Retailing - UK - June 2015

                                                                                                        £1,995.00 (Excl.Tax)