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.
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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