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Outdoor Living - UK - July 2009

Total sales of garden products have struggled to grow in recent years, both because of a succession of poor summers, but also due to downward pressure on the prices of manufactured products such as barbecues and garden furniture. For many products retail prices now are what wholesale prices were previously, and manufacturers have also improved specifications so consumers who have been persuaded to buy are getting a lot more for their money.

But despite this background and the current recession, there is optimism in the sector that this year should see an improvement in sales, with leading retailers already reporting a strong performance from their outdoor living ranges in the first half of 2009. With the vast majority of the population having a garden and more people cutting back on fortnightly holidays and opting instead for a ‘stay-cation’ there is a big opportunity to encourage more sales of outdoor living products.

Key themes

  • Is the market for outdoor living products in a position to grow sales despite the recession?

  • With fewer house moves, will more people be looking to the garden to expand their amount and quality of living space?

  • Different ways people make use of their gardens – eating/drinking, relaxing, gardening, playing games, etc.

  • How retailers such as garden centres and department stores can position their ranges to make the most of space allocated to outdoor living products.

  • The importance of ‘garden rooms’ and conservatories in terms of enabling consumers to feel like they are outdoors all year round.

  • Opportunities for product innovation to cater for an increase in the number of people wanting to eat and drink regularly outdoors.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Garden as outdoor room
              • Garden parties and picnics
                • Creating the holiday at home
                • Market in Brief

                  • Weather overrides recession
                    • Staying at home a boost to gardens
                      • Big market for outdoor living products
                        • Swing towards tubular metal in furniture
                          • Gas barbecues the bulk of the market
                            • DIY chains dominate sales and promotion
                              • Garden as outdoor room
                                • From garden fork to table
                                • Internal Market Environment

                                  • Key points
                                    • Vast majority have a garden
                                      • Figure 1: Ownership of garden/allotment, 2004-08
                                    • Resurgence in growing fruit and vegetables
                                      • Figure 2: Contents of the garden, 2004-08
                                    • Seed sales strong while other growing stock declines
                                      • Figure 3: Purchasing of growing stock and garden chemicals, and amount spent, 2004-08
                                    • Downturn and weather hit sales of garden furniture
                                      • Figure 4: Ownership and purchasing of garden furniture and barbecues, 2004-08
                                    • More potential for ‘garden rooms’
                                      • Figure 5: Ownership and purchasing of conservatories/sun lounges, 2004-08
                                    • Enjoying the garden
                                      • Figure 6: Agreement with statement: ‘I get a good deal of pleasure from my garden’, 2004-08
                                    • The environment
                                      • Outdoor heaters
                                        • Illegal timber in garden furniture
                                          • LOFA accreditation scheme
                                          • Broader Market Environment

                                            • Key points
                                              • Consumers reining in their spending
                                                • Figure 7: Trends in GDP, PDI, consumer expenditure and savings, at current prices, 2004-14
                                              • Slump in the housing market
                                                • Figure 8: UK housing market – number of transactions, average house prices and number of years between moves, 2004-09
                                              • Smaller households but still outdoor living space
                                                • Figure 9: UK households and size of households, 2004, 2009 and 2014
                                              • Ageing population a boost to outdoor living
                                                • Figure 10: Structure of the UK population, by age, 2004-14
                                              • Growing affluence should enable trading up
                                                • Figure 11: Structure of the UK population, by socio-economic group, 2004-14
                                              • More retired to enjoy their gardens
                                                • Figure 12: Structure of the UK population, by lifestage, 2004, 2009 and 2014
                                              • Wet summer not good for outdoor living
                                                • Figure 13: Weather and seasonality, 2008
                                            • Competitive Context

                                              • Key points
                                                • Home and garden reduced share of spending
                                                  • Figure 14: Changing shares of main categories of spend, at current prices, 1998-08
                                                  • Figure 15: Home and garden goods market, at current prices, 2004-14
                                              • Strengths and Weaknesses in the Market

                                                • Strengths
                                                  • Weaknesses
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Parabolic patio heaters
                                                        • Celebrity chef barbecue range
                                                          • Mobile outdoor kitchen
                                                            • Organic outdoor shelters
                                                              • New lighting ranges
                                                                • Herb hanging baskets
                                                                  • Hands-free barbecue
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Downward pressure on prices depresses sales
                                                                        • Figure 16: Estimated retail value sales of garden furniture and barbecues, 2004-14
                                                                        • Figure 17: Breakdown of sales of garden furniture and barbecues, 2004-14
                                                                      • Garden furniture
                                                                        • Barbecues
                                                                          • Other outdoor products
                                                                          • Companies and Brands

                                                                            • Major players
                                                                              • Dobbies
                                                                                • Wyevale
                                                                                  • B&Q
                                                                                    • Focus
                                                                                      • Homebase
                                                                                        • Argos
                                                                                          • Asda
                                                                                            • John Lewis
                                                                                              • Tesco
                                                                                                • Wilkinson Hardware
                                                                                                    • Figure 18: Selected other retailers with outdoor living ranges, 2009
                                                                                                • Brand Communication and Promotion

                                                                                                  • Key points
                                                                                                    • Limited specific advertising
                                                                                                      • Figure 19: Main media advertising expenditure on outdoor living products, 2005-08
                                                                                                      • Figure 20: Main media advertsising on outdoor living products, by sub-category, 2006-08
                                                                                                    • Press and TV the dominant media
                                                                                                      • Figure 21: Main media advertising on outdoor living products, by media type, 2006-08
                                                                                                      • Figure 22: Main media advertsing on outdoor products, by company, 2006-08
                                                                                                    • Spring and early summer the key months
                                                                                                      • Figure 23: Average monthly adspend for last three years on outdoor living products, by month, 2006-08
                                                                                                  • What’s in the Garden?

                                                                                                    • Key points
                                                                                                      • Gardens of all shapes and sizes
                                                                                                        • Figure 24: Ownership of garden or conservatory, April 2009
                                                                                                        • Figure 25: Ownership of garden or conservatory, by Mintel’s Special Groups, April 2009
                                                                                                      • Patio living and sheds for the masses
                                                                                                        • Figure 26: What’s in the garden, April 2009
                                                                                                      • Third age bias to owning garden furniture
                                                                                                        • Figure 27: Ownership of outdoor living items, by Mintel’s Special Groups, April 2009
                                                                                                      • Outdoor tableware still ripe for growth
                                                                                                        • Functional items fixed features for the retired
                                                                                                          • Figure 28: Ownership of outdoor living items, by Mintel’s special groups, April 2009
                                                                                                        • Conservatories bring the garden into the home
                                                                                                            • Figure 29: What’s in the garden by ownership of garden or conservatory, April 2009
                                                                                                          • Nearly three in ten have busy gardens
                                                                                                            • Figure 30: Repertoire of what’s in the garden, April 2009
                                                                                                        • Usage of the Garden

                                                                                                          • Key points
                                                                                                            • Relaxing and entertaining most popular uses
                                                                                                              • Figure 31: Usage of gardens, April 2009
                                                                                                            • Making a sensory garden out of outside space
                                                                                                                • Figure 32: Growing flowers/plants or fruit/vegetables and watching wildlife, by age, April 2009
                                                                                                              • Entertaining or just eating outside
                                                                                                                  • Figure 33: Entertaining outdoors and eating outside, by age, April 2009
                                                                                                                • Fun and games with children and pets
                                                                                                                    • Figure 34: Garden for kids, pets and games, by age, April 2009
                                                                                                                  • Large gardens and conservatories drive entertaining
                                                                                                                      • Figure 35: Usage of gardens, by ownership of garden or conservatory, April 2009
                                                                                                                    • A third of gardens only have one or two uses
                                                                                                                      • Figure 36: Repertoire of usage of gardens, April 2009
                                                                                                                  • Consumer Attitudes and Typologies

                                                                                                                    • Key points
                                                                                                                      • One in four view the garden as an ‘outdoor room’
                                                                                                                        • Figure 37: Attitudes towards the garden, April 2009
                                                                                                                        • Figure 38: Attitudes towards the garden, by ownership of garden or conservatory, April 2009
                                                                                                                      • Consumer typologies
                                                                                                                        • Figure 39: Consumer typologies for outdoor living, April 2009
                                                                                                                      • Complete outdoors (17%)
                                                                                                                        • Patio focused (28%)
                                                                                                                          • Active gardeners (17%)
                                                                                                                            • Thin on the ground (38%)
                                                                                                                              • Small gardens still an opportunity
                                                                                                                                  • Figure 40: Ownership of garden or conservatory, by consumer typologies, April 2009
                                                                                                                                • Distinct groups for targeting outdoor living products
                                                                                                                                  • Figure 41: Usage of gardens, by consumer typologies, April 2009
                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                  • Figure 42: Ownership of garden/allotment, by demographics, 2008
                                                                                                                              • Appendix – What’s in the Garden?

                                                                                                                                  • Figure 43: Ownership of garden or conservatory, by demographics, April 2009
                                                                                                                                  • Figure 44: Ownership of outdoor living items for the garden, by demographics, April 2009
                                                                                                                                  • Figure 45: Ownership of other items for the garden, by demographics, April 2009
                                                                                                                                  • Figure 46: What’s in the garden, by repertoire of what’s in the garden, April 2009
                                                                                                                                  • Figure 47: Number of items owned in garden, by demographics, April 2009
                                                                                                                              • Appendix – Usage of the Garden

                                                                                                                                  • Figure 48: Usage of gardens, by demographics, April 2009
                                                                                                                                  • Figure 49: Usage of gardens, by demographics, April 2009
                                                                                                                                  • Figure 50: Usage of gardens, by repertoire of usage of gardens, April 2009
                                                                                                                                  • Figure 51: Repertoire of usage of gardens, by demographics, April 2009
                                                                                                                              • Appendix – Attitudes and Typologies

                                                                                                                                  • Figure 52: Attitudes towards the garden, by demographics, April 2009
                                                                                                                                  • Figure 53: Cluster formation, April 2009
                                                                                                                                  • Figure 54: Consumer typologies, by demographics, April 2009

                                                                                                                              Companies Covered

                                                                                                                              • Antony Worrall Thompson
                                                                                                                              • Argos
                                                                                                                              • Asda Group Ltd
                                                                                                                              • Bhs Ltd
                                                                                                                              • Black & Decker UK
                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                              • Co-operative Group
                                                                                                                              • Home Retail Group
                                                                                                                              • Homebase Ltd
                                                                                                                              • J. Sainsbury
                                                                                                                              • John Lewis Partnership
                                                                                                                              • Leisure & Outdoor Furniture Association
                                                                                                                              • Lloyds Banking Group
                                                                                                                              • Marks & Spencer
                                                                                                                              • Royal Horticultural Society
                                                                                                                              • Tesco Plc
                                                                                                                              • Travis Perkins Retail
                                                                                                                              • Waitrose
                                                                                                                              • Weber-Stephen Products Co.
                                                                                                                              • Wm Morrison Supermarkets
                                                                                                                              • Wyevale Garden Centres

                                                                                                                              Outdoor Living - UK - July 2009

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