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 - May 2012

“Garden centre retailers are facing difficult times. Demand for garden products remains flat in today’s tough economy and increasingly consumers are turning to the internet to search out better deals on price. This is putting margins under pressure and so limits the cash available for innovation and refurbishment. Yet, despite these difficulties, garden centre retailers are making headway and investing for future growth. There are plenty of examples of companies developing sophisticated online retail services, excellent in-store restaurants and top quality associated departments including farm shops and housewares. We predict that these companies, who have been prepared to evolve their formats and develop high-quality retailing, will perform best in the future, becoming first choice as a leisure retail destination for their target customers.”

– Jane Westgarth, Senior Retail Analyst

Some questions answered in this report include:

  • In today’s tough times young people appear to be cutting their garden spending the most, so what can retailers do to encourage younger shoppers?
  • How much shopping for garden products is being done online?
  • Is online discounting becoming a disruptive issue for garden retailers?
  • What are garden centre retailers doing to grow their businesses in the economic squeeze?
  • Sustainability is a growing theme among suppliers and retailers, but does it chime with consumer sentiments?

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
        • Future Opportunities

          • Experience is All
            • Prove It
            • Executive Summary

                • The market
                  • Figure 1: Consumer spend on garden products, 2007-12
                  • Figure 2: Actual and forecast consumer spend on garden products, 2006-16
                • Market factors
                  • Figure 3: Have a garden or allotment, by age and lifestage, 2011
                • Companies, brands and innovation
                  • Figure 4: Retail sales of garden products, by outlet type, 2011
                • The consumer
                  • Figure 5: Bought any garden products and bought online in the last year, by age, March 2012
                  • Figure 6: Factors that influence where people shop for garden products, March 2012
                  • Figure 7: Factors that influence where people shop for garden products, March 2012
                  • Figure 8: Factors considered important to shopping at garden centres, March 2012
                  • Figure 9: Target groups for garden products, March 2012
                • What we think
                • Issues in the Market

                    • In today’s tough times young people appear to be cutting their garden spending the most, so what can retailers do to encourage younger shoppers?
                      • How much shopping for garden products is being done online?
                        • Is online discounting becoming a disruptive issue for garden retailers?
                          • What are garden centre retailers doing to grow their businesses in the economic squeeze?
                            • Sustainability is a growing theme among suppliers and retailers, but does it chime with consumer sentiments?
                            • Internal Market Environment

                              • Key points
                                • Interest in gardening
                                  • Figure 10: Interest in gardening – garden regularly or occasionally, 2010 and 2011
                                  • Figure 11: Interest in gardening – garden regularly or occasionally, by age and lifestage, 2011
                                • More than 20 million gardens
                                  • Figure 12: Have a garden or allotment, 2007 and 2011
                                • Garden ownership increases with age
                                  • Figure 13: Have a garden or allotment, by age and lifestage, 2011
                                • Homeowners more likely to have gardens
                                  • Figure 14: Have a garden or allotment, by household tenure, 2011
                                • How does your garden grow?
                                  • Figure 15: Garden contents, 2011
                                  • Figure 16: Garden contents, by socio-economic group, 2011
                                • Who grows their own?
                                  • Figure 17: Fruit and vegetables in the garden, by age and lifestage, 2011
                                • Weather issues
                                  • Figure 18: Mean annual temperature, summer temperature and summer sunshine hours, 2000-11
                                • Renewed interest in garden publications
                                  • Figure 19: Circulation figures for gardening publications, 2010 and 2011
                              • Broader Market Environment

                                • Key points
                                  • Ageing population positive news for garden retailing
                                    • Figure 20: Trends in the age structure of the UK population, 2006-16
                                  • Scales continue to tip towards ABs
                                    • Figure 21: Forecast adult population trends, by socio-economic group, 2006-16
                                  • Cool economic conditions make consumers nervous...
                                    • Figure 22: Trends in consumer sentiment for the coming year, March 2009-March 2012
                                  • ...but older consumers appear less affected
                                    • Figure 23: Trends in the impact of the economic downturn on consumers, March 2012
                                  • Entertaining at home
                                    • Figure 24: Agreement with the statement ‘I enjoy entertaining people at home’, 2007-11
                                  • School gardening
                                    • Putting a price on the environment
                                      • Figure 25: Agreement with the statement ‘I would be prepared to pay more for environmentally friendly products’, 2007-11
                                    • Is gardening always green?
                                      • Figure 26: Perfect for Pollinators label, 2011
                                    • A world using less peat
                                      • Figure 27: Growing Media Initiative logo, 2012
                                    • A connected world
                                      • Figure 28: Selected electronic products/services have at home, July 2009-January 2012
                                  • Competitive Context

                                    • Key points
                                      • Consumer spending on products for the home
                                        • Figure 29: UK consumer spending on selected home products, 2007-11
                                      • Spending priorities
                                        • Figure 30: What extra money is spent on, March 2010-March 2012
                                    • Strengths and Weaknesses in the Market

                                      • Strengths
                                        • Weaknesses
                                        • Who’s Innovating?

                                          • Key points
                                            • Refits and higher standards
                                              • Figure 31: Images of the new Squire’s Garden Centre at Shepperton, opened March 2011
                                            • Creating allotments on-site
                                              • Click & Collect
                                                • Figure 32: Garden Centre Group, click and collect logo, 2012
                                              • Sustainable retailing
                                                • Figure 33: Dobbies, electric car charger, 2011
                                              • Next – a new format
                                                • Figure 34: Next Home & Garden, 2011
                                            • Market Size and Segmentation

                                              • Key points
                                                • Market for garden products
                                                  • Figure 35: Consumer spend on garden products, 2007-12
                                                • Market segmentation
                                                  • Figure 36: Market for garden products, by value, 2011
                                                  • Figure 37: Market for garden products, by segment, by value, 2010 and 2011
                                                • Robust performance for plants and garden chemicals
                                                  • Big-ticket items take a hit
                                                    • Garden furniture
                                                      • Barbecues
                                                        • Outlook
                                                            • Figure 38: Actual and forecast consumer spend on garden products, 2006-16
                                                        • Space Allocation Summary

                                                            • Figure 39: Garden centres estimated space allocations, May 2012
                                                            • Figure 40: Garden centres: Summary external area space allocation, May 2012
                                                            • Figure 41: Garden centres: Summary internal area space allocation, May 2012
                                                        • Retail Product Mix

                                                          • Internal vs external
                                                              • Figure 42: Garden Centres: Summary weighted average space allocations, May 2012
                                                              • Figure 43: Summary weighted average space allocation by core products, May 2012
                                                          • Companies and Products

                                                            • Key points
                                                              • Leading garden centres
                                                                • Figure 44: Leading garden centre retailers, by number of outlets, 2006-12
                                                              • The Garden Centre Group (formerly Wyevale)
                                                                  • Figure 45: Financial performance of The Garden Centre Group Limited, 2009 and 2010
                                                                  • Figure 46: Garden Centre Group summary external space allocation estimates, May 2012
                                                                  • Figure 47: Garden Centre Group summary internal space allocation estimates, May 2012
                                                                • Dobbies Garden Centres
                                                                    • Figure 48: Financial performance of Dobbies Garden Centres Plc, 2010 and 2011
                                                                    • Figure 49: Dobbies summary external space allocation estimates, May 2012
                                                                    • Figure 50: Dobbies summary internal space allocation estimates, May 2012
                                                                  • Klondyke
                                                                      • Figure 51: Financial performance of Klondyke Group Limited, 2009 and 2010
                                                                    • Notcutts
                                                                        • Figure 52: Financial performance of Notcutts Limited, 2009 and 2011
                                                                      • Hillier
                                                                          • Figure 53: Financial performance of Hillier Nurseries Limited, 2010 and 2011
                                                                        • Squire’s
                                                                            • Figure 54: Financial performance of DJ Squire & Co Limited, 2010 and 2011
                                                                          • Blue Diamond
                                                                            • Garden & Leisure Group
                                                                                • Figure 55: Financial performance of The Garden and Leisure Group Limited, 2009 and 2010
                                                                              • Other garden centres
                                                                                • DIY stores
                                                                                  • B&Q
                                                                                    • Homebase
                                                                                      • Wickes
                                                                                        • Other outlets
                                                                                          • Argos
                                                                                            • John Lewis
                                                                                              • Wilkinson
                                                                                                • Next
                                                                                                  • The Range
                                                                                                    • Supermarkets
                                                                                                      • Home shopping retailers
                                                                                                        • Website visits
                                                                                                          • Figure 56: Visits to selected retailer websites, March 2011-March 2012
                                                                                                          • Figure 57: Visits to selected garden products websites, March 2011-March 2012
                                                                                                          • Figure 58: Share of visits to selected garden products websites, March 2012
                                                                                                        • Crocus
                                                                                                          • Garden Bargains
                                                                                                            • Other
                                                                                                            • Channels of Distribution

                                                                                                              • Key points
                                                                                                                • Sales of garden products by outlet type
                                                                                                                  • Figure 59: Retail sales of garden products, by outlet type, 2010 and 2011
                                                                                                                • Garden centres hold onto market share
                                                                                                                  • B&Q dominates the DIY sector
                                                                                                                    • Supermarkets raise their game
                                                                                                                      • Other
                                                                                                                        • Online garden sales
                                                                                                                          • Figure 60: Retail sales of garden products, all and online, 2010 and 2011
                                                                                                                        • What the customers say
                                                                                                                          • Where are they shopping for garden things?
                                                                                                                          • Brand Communication and Promotion

                                                                                                                            • Key points
                                                                                                                              • Main media advertising
                                                                                                                                • Figure 61: Main media advertising expenditure, garden products, 2007-11
                                                                                                                              • Fragmented advertising
                                                                                                                                • Figure 62: Main media advertising expenditure, garden products, by company, 2007-11
                                                                                                                              • Press dominates media expenditure
                                                                                                                                • Figure 63: Main media advertising expenditure by garden centres, by media type, 2007-11
                                                                                                                              • Seasonality
                                                                                                                                • Figure 64: Monthly main media advertising expenditure, garden products, 2011
                                                                                                                            • The Consumer – Purchasing Patterns

                                                                                                                              • Key points
                                                                                                                                • Purchasing patterns for garden products including online purchases
                                                                                                                                    • Figure 65: Garden products purchased in the last year, March 2012
                                                                                                                                  • The most popular product groups
                                                                                                                                    • Which products are being bought online?
                                                                                                                                      • Profile of the shoppers
                                                                                                                                        • Figure 66: Garden products purchased in the last year – plants, by age and ACORN category, March 2012
                                                                                                                                      • Online shoppers have a younger profile
                                                                                                                                        • Figure 67: Garden products purchased in the last year – any and online, by age, March 2012
                                                                                                                                      • How many types of garden products do they buy?
                                                                                                                                        • Figure 68: Repertoire of garden products purchased in the last year, March 2012
                                                                                                                                    • The Consumer – Factors that Influence Choice of Where to Shop

                                                                                                                                      • Key points
                                                                                                                                        • What influences where they choose to shop?
                                                                                                                                          • Figure 69: Factors that influence where people shop for garden products, March 2012
                                                                                                                                        • Garden centres a popular destination
                                                                                                                                          • Getting the best price
                                                                                                                                            • See before you buy
                                                                                                                                              • Advice and expertise
                                                                                                                                                • High-quality garden products
                                                                                                                                                  • The image of online shopping
                                                                                                                                                    • Figure 70: Factors that influence where people shop for garden products, March 2012
                                                                                                                                                  • The role of discounting
                                                                                                                                                    • Who wants Click & Collect?
                                                                                                                                                    • The Consumer – What They Think Important About Garden Centres

                                                                                                                                                      • Key points
                                                                                                                                                        • Factors considered important to consumers
                                                                                                                                                          • How many factors are important?
                                                                                                                                                            • Figure 71: Repertoire of factors considered important to shopping at garden centres, March 2012
                                                                                                                                                          • Better prices tops list of factors considered important
                                                                                                                                                            • Figure 72: Factors considered important to shopping at garden centres, March 2012
                                                                                                                                                          • Of course they want better prices
                                                                                                                                                            • Brands matter
                                                                                                                                                              • Home-grown
                                                                                                                                                                • Destination shopping
                                                                                                                                                                  • Getting out of the house
                                                                                                                                                                    • Figure 73: Reasons for eating at in-store restaurants, by sector, September 2011
                                                                                                                                                                  • Special events please
                                                                                                                                                                    • Environmental factors
                                                                                                                                                                      • How do I get the look?
                                                                                                                                                                      • The Consumer – Target Groups

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Four main customer types for garden products
                                                                                                                                                                              • Figure 74: Target groups for garden products, March 2012
                                                                                                                                                                            • Self-reliant Gardeners (44%)
                                                                                                                                                                                • Figure 75: Garden products purchased in the last year – Self-reliant Gardeners, March 2012
                                                                                                                                                                                • Figure 76: Factors that influence where they choose to shop for garden products – Self-reliant Gardeners, March 2012
                                                                                                                                                                              • Factors important about garden centres
                                                                                                                                                                                • Figure 77: Factors considered important about garden centres – Self-reliant Gardeners, March 2012
                                                                                                                                                                              • Garden Centre Groupies (23%)
                                                                                                                                                                                  • Figure 78: Garden products purchased in the last year – Garden Centre Groupies, March 2012
                                                                                                                                                                                  • Figure 79: Factors that influence where they choose to shop for garden products – Garden Centre Groupies, March 2012
                                                                                                                                                                                  • Figure 80: Factors considered important about garden centres – Garden Centre Groupies, March 2012
                                                                                                                                                                                • Thrifty Gardeners (25%)
                                                                                                                                                                                    • Figure 81: Garden products purchased in the last year – Thrifty Gardeners, March 2012
                                                                                                                                                                                    • Figure 82: Factors that influence where they choose to shop for garden products – Thrifty Gardeners, March 2012
                                                                                                                                                                                    • Figure 83: Factors considered important about garden centres – Thrifty Gardeners, March 2012
                                                                                                                                                                                  • Astute Gardeners (8%)
                                                                                                                                                                                      • Figure 84: Garden products purchased in the last year – Astute Gardeners, March 2012
                                                                                                                                                                                      • Figure 85: Factors that influence where they choose to shop for garden products – Astute Gardeners, March 2012
                                                                                                                                                                                      • Figure 86: Factors considered important about garden centres – Astute Gardeners, March 2012
                                                                                                                                                                                  • Appendix – The Consumer – Purchasing Patterns

                                                                                                                                                                                      • Figure 87: Most popular garden products purchased in the last year, by demographics, March 2012
                                                                                                                                                                                      • Figure 88: Next most popular garden products purchased in the last year, by demographics, March 2012
                                                                                                                                                                                      • Figure 89: Other garden products purchased in the last year, by demographics, March 2012
                                                                                                                                                                                      • Figure 90: Garden products purchased online in the last year, by demographics, March 2012
                                                                                                                                                                                      • Figure 91: Repertoire of garden products purchased in the last year, by demographics, March 2012
                                                                                                                                                                                  • Appendix – The Consumer – Factors That Influence Choice of Where to Shop

                                                                                                                                                                                      • Figure 92: Factors that influence where people shop for garden products, by demographics, March 2012
                                                                                                                                                                                      • Figure 93: Factors that influence where people shop for garden products – online shoppers, March 2012
                                                                                                                                                                                      • Figure 94: Attitudes towards shopping at garden centres – online shoppers, March 2012
                                                                                                                                                                                  • Appendix – The Consumer – What They Think Important About Garden Centres

                                                                                                                                                                                      • Figure 95: Most popular attitudes towards shopping at garden centres, by demographics, March 2012
                                                                                                                                                                                      • Figure 96: Next most popular attitudes towards shopping at garden centres, by demographics, March 2012
                                                                                                                                                                                      • Figure 97: Other attitudes towards shopping at garden centres, by demographics, March 2012
                                                                                                                                                                                      • Figure 98: Repertoire of attitudes towards shopping at garden centres, by demographics, March 2012
                                                                                                                                                                                  • Appendix – The Consumer – Target Groups

                                                                                                                                                                                      • Figure 99: Target groups, by demographics, March 2012
                                                                                                                                                                                      • Figure 100: Factors that influence where people shop for garden products, by target groups, March 2012
                                                                                                                                                                                      • Figure 101: Garden products purchased in the last year, by target groups, March 2012
                                                                                                                                                                                      • Figure 102: Attitudes towards shopping at garden centres, by target groups, March 2012
                                                                                                                                                                                      • Figure 103: Garden products purchased in the last year, by most popular attitudes towards shopping at garden centres, March 2012
                                                                                                                                                                                      • Figure 104: Garden products purchased in the last year, by next most popular attitudes towards shopping at garden centres, March 2012
                                                                                                                                                                                      • Figure 105: Garden products purchased in the last year, by other attitudes towards shopping at garden centres, March 2012
                                                                                                                                                                                      • Figure 106: Factors that influence where people shop for garden products, by most popular attitudes towards shopping at garden centres, March 2012
                                                                                                                                                                                      • Figure 107: Factors that influence where people shop for garden products, by next most popular attitudes towards shopping at garden centres, March 2012
                                                                                                                                                                                      • Figure 108: Factors that influence where people shop for garden products, by other attitudes towards shopping at garden centres, March 2012
                                                                                                                                                                                      • Figure 109: Garden products purchased in the last year – online shoppers, by attitudes towards shopping at garden centres, March 2012
                                                                                                                                                                                      • Figure 110: Factors that influence where people shop for garden products – online shoppers, by attitudes towards shopping at garden centres, March 2012
                                                                                                                                                                                      • Figure 111: Repertoire of garden products purchased in the last year, by target groups, March 2012

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  • Argos
                                                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                                                  • Barton Grange Garden Centres Ltd
                                                                                                                                                                                  • Bents Garden Centre Ltd
                                                                                                                                                                                  • Blooms of Bressingham Ltd
                                                                                                                                                                                  • Blue Diamond
                                                                                                                                                                                  • Burford Garden Centre Ltd
                                                                                                                                                                                  • Cadbury Trebor Bassett
                                                                                                                                                                                  • Capital Gardens Ltd
                                                                                                                                                                                  • Country Homes and Gardens Plc
                                                                                                                                                                                  • DJ Squire & Co Ltd
                                                                                                                                                                                  • Dobbies Garden Centres plc
                                                                                                                                                                                  • Endsleigh Garden & Leisure Limited
                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                  • Focus
                                                                                                                                                                                  • Garden Industry Manufacturers’ Association
                                                                                                                                                                                  • Gardenlands Garden & Leisure Limited
                                                                                                                                                                                  • Grosvenor Garden Centre Ltd
                                                                                                                                                                                  • H. Bronnley & Co. Ltd
                                                                                                                                                                                  • Haskins Garden Centres Ltd
                                                                                                                                                                                  • Haskins Roundstone Garden Centre Ltd
                                                                                                                                                                                  • HBOS plc (Halifax Bank of Scotland)
                                                                                                                                                                                  • Hillier Nurseries Group Ltd
                                                                                                                                                                                  • Home Retail Group
                                                                                                                                                                                  • Homebase Ltd
                                                                                                                                                                                  • Huntingdon Garden & Leisure Limited
                                                                                                                                                                                  • Ideal Shopping Direct Plc
                                                                                                                                                                                  • J Parker (Dutch Bulbs) Ltd
                                                                                                                                                                                  • J. Sainsbury
                                                                                                                                                                                  • Jamie Oliver
                                                                                                                                                                                  • John Lewis Partnership
                                                                                                                                                                                  • Kiddicare
                                                                                                                                                                                  • Kingfisher Group
                                                                                                                                                                                  • Kingfisher UK & Ireland
                                                                                                                                                                                  • Klondyke Group Ltd
                                                                                                                                                                                  • Marks & Spencer
                                                                                                                                                                                  • Melbicks Garden & Leisure Limited
                                                                                                                                                                                  • Mr Fothergill's Seeds Ltd
                                                                                                                                                                                  • Next Group
                                                                                                                                                                                  • Notcutts Nurseries Ltd
                                                                                                                                                                                  • NWF Group Plc
                                                                                                                                                                                  • Old Barn Nurseries Ltd
                                                                                                                                                                                  • Polhill Garden Centre Ltd
                                                                                                                                                                                  • Post Office Limited
                                                                                                                                                                                  • Redfields Garden Nursery Ltd
                                                                                                                                                                                  • Royal Botanic Gardens, Kew
                                                                                                                                                                                  • Royal Horticultural Society
                                                                                                                                                                                  • Sanders Garden World Ltd
                                                                                                                                                                                  • Suttons Seeds
                                                                                                                                                                                  • Terra Firma Capital Partners Ltd
                                                                                                                                                                                  • Tesco Plc
                                                                                                                                                                                  • The Garden & Leisure Group Ltd
                                                                                                                                                                                  • The Garden Store
                                                                                                                                                                                  • The Range
                                                                                                                                                                                  • Thompson & Morgan (Group) Ltd
                                                                                                                                                                                  • Truffaut Garden Centres
                                                                                                                                                                                  • Unwins Seeds Ltd
                                                                                                                                                                                  • Van Hage & Co Ltd
                                                                                                                                                                                  • Waitrose
                                                                                                                                                                                  • West Coast Capital
                                                                                                                                                                                  • Wickes Building Supplies Ltd
                                                                                                                                                                                  • Wilkinson Hardware Stores Ltd
                                                                                                                                                                                  • William Strike Ltd
                                                                                                                                                                                  • Wm Morrison Supermarkets
                                                                                                                                                                                  • Wyevale Garden Centres

                                                                                                                                                                                  Garden Products Retailing - UK - May 2012

                                                                                                                                                                                  £1,995.00 (Excl.Tax)