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Garden Product Retailing - UK - June 2018

“The outlook for garden products retailers is tough, as competition intensifies, both in-store and online. B&Q will build on its strengths as a place where novice gardeners can get something to cheer up their plots easily and will pick up market share because of the disruption at Bunnings-owned Homebase. Meanwhile large garden centres will continue to differentiate by creating attractive leisure destinations, while maintaining expertise, good choice and quality in their garden departments. Argos will benefit from opening outlets within the larger branches of its owner, Sainsbury’s and Sainsbury’s will benefit from greater exposure of its ranges within the Argos website – this will particularly benefit sales of garden furniture and tools. The charge of the value sector will continue, led by B&M and The Range as well as the discount supermarkets. Plus, more online presence, particularly for fresh plants, will entice more shoppers away from stores.”

– Jane Westgarth, Senior Retail Analyst

  • What is the outlook for shopping online for gardening goods? 
  • Which retailers will be the winners and losers in 2018? 
  • Restaurants are a significant way for garden centres to differentiate

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Table of contents

  1. Overview

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

          • The market
            • Growth of 15% forecast between 2017-22
              • Figure 1: Consumer spending on garden products, 2012-22
            • Garden plants account for 31% of spending
              • Figure 2: Garden market segmentation, broad segments, 2017 (est)
            • Garden leisure goods market +16% over 2015-17
              • Creating instant impact
                • Companies and brands
                  • Figure 3: Distribution of garden products, by type of retailer, 2018 (est)
                • Fragmented garden centre sector
                  • Wyevale and Dobbies invest in online selling
                    • Destination leisure retailing
                      • Concessionaires help to develop new revenue streams
                        • Growing presence of value retailers
                          • Advertising spend +10.5% in 2017
                            • The Consumer
                              • 76% of homes have a garden
                                • Figure 4: Presence of gardens, balconies and allotments, April 2018
                              • Gardening has a male bias
                                • Figure 5: Participation in Gardening Activities, April 2018
                              • 52% of those with gardens shopped for their garden in the last year
                                • Figure 6: Shopping for the garden in the last year, April 2018
                              • People most inclined to buy plants and gardening goods in-store
                                • Figure 7: In-store or online shopping for gardening goods, April 2018
                              • B&Q is used by four in 10 shoppers for plants, bulbs and garden chemicals
                                • Figure 8: Retailers used for gardening goods, April 2018
                              • 67% of shoppers bought garden tools, furniture or décor in-store
                                • Figure 9: In-store or online shopping for garden tools, furniture or décor, April 2018
                              • Amazon ranks third as a place to buy garden tools, furniture and décor
                                • Figure 10: Retailers used for garden tools, furniture or décor, April 2018
                              • Convenience plays a huge role in decisions about where to shop
                                • Figure 11: Attitudes towards garden products retailers, April 2018
                              • Key themes for garden shoppers are relaxing, outdoor leisure and that gardening is a healthy lifestyle
                                • Figure 12: Attitudes towards gardens, April 2018
                              • What we think
                              • Issues and Insights

                                • What is the outlook for shopping online for gardening goods?
                                  • The facts
                                    • The implications
                                      • Which retailers will be the winners and losers in 2018?
                                        • The facts
                                          • The implications
                                            • Restaurants are a significant way for garden centres to differentiate
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • Consumer spending on garden products up 5.6% in 2017
                                                    • Diverse market with many elements
                                                      • Garden centres and DIY stores are the largest channels to market
                                                        • 36% of all agree that gardening is one of their favourite pastimes
                                                          • Appealing to the private renter
                                                          • Market Size and Forecast

                                                            • Healthy market growth in 2017
                                                              • Figure 13: Consumer spending on garden products, 2012-22
                                                            • 2017 growth of 1.8% after stripping out inflation
                                                              • Figure 14: Consumer spending on garden products, 2012-22
                                                            • Forecast methodology
                                                            • Market Segmentation

                                                              • Garden plants account for 31% of spending
                                                                • Figure 15: Garden market segmentation, broad segments, 2017 (est)
                                                              • Garden lifestyles have a huge influence on demand
                                                                • Figure 16: Consumer spending on garden products, by market segment, 2015-17 (est)
                                                              • Reliance on the spring season has huge risks
                                                                • Enhancing retail displays
                                                                  • Convenience gardening
                                                                    • Grow your own has plateaued
                                                                      • Trend to outdoor living
                                                                        • Demand for garden chemicals depends on prevailing conditions
                                                                          • Emerging trend for cordless and robot mowers
                                                                            • Adding a garden room
                                                                              • Encouraging birds and insects
                                                                              • Channels to Market

                                                                                • How online selling is developing
                                                                                  • Garden centres most important sector
                                                                                    • Garden centres should not lose sight of their core strengths
                                                                                      • Seasonal impulse sales important for supermarkets
                                                                                        • Price becomes a key marketing message as B&M expands
                                                                                          • Argos has better visibility as more stores open within Sainsbury’s supermarkets
                                                                                            • Dunelm and other general retailers address the garden market
                                                                                              • Figure 17: Distribution of garden products, by type of retailer, 2018 (est)
                                                                                          • Market Drivers

                                                                                            • Smaller households show the highest growth rates
                                                                                              • Figure 18: UK Households by size, 2012-22
                                                                                            • Gardening as a favourite pastime
                                                                                              • Figure 19: Attitudes towards gardening, October 2017
                                                                                            • Leisure shopping – a nice place to spend time
                                                                                              • Figure 20: Trends in the age structure of the UK population, 2012-22
                                                                                            • 2 million more people aged 55+ by 2022
                                                                                              • Figure 21: Trends in the age structure of the UK population, 2012-22
                                                                                            • Over-55s take pleasure from gardening
                                                                                              • Accessible gardening for the elderly
                                                                                                • Today’s private renters are not into gardening
                                                                                                  • Figure 22: Tenure, by age group, 2018
                                                                                                • Interest in organic foods and clean eating illustrate potential for GYO
                                                                                                  • Popularity of cocktails drives demand for herbs
                                                                                                    • Over 1 million allotments in the UK
                                                                                                      • Front gardens have potential for more planting
                                                                                                        • TV gardeners form tie-ups with retailers
                                                                                                        • Companies and Brands – What You Need to Know

                                                                                                          • Wyevale and Dobbies are the largest garden centre chains
                                                                                                            • Large variation in operating margins
                                                                                                              • Scarcity of suitable sites means acquisition is the main route for expansion
                                                                                                                • Wyevale and Dobbies invest in online selling
                                                                                                                  • Destination leisure retailing
                                                                                                                    • Concessionaires help to develop new revenue streams
                                                                                                                      • Addressing the value market
                                                                                                                        • Lifestyle solutions for a family garden
                                                                                                                          • Lighter and smaller equipment
                                                                                                                            • Advertising spend up 10.5% in 2017
                                                                                                                            • Companies and Brands

                                                                                                                              • Wyevale is the UK’s largest specialist garden retailer
                                                                                                                                • Figure 23: Garden centre operators, turnover (excl VAT), 2012-17
                                                                                                                              • Large variation in operating margins
                                                                                                                                • Figure 24: Garden centre operators, operating profit, 2012-17
                                                                                                                              • 2017 saw little expansion for the chains
                                                                                                                                • Figure 25: Garden centre operators, store numbers, 2012-17
                                                                                                                              • Other garden centres
                                                                                                                                • Bents continues to develop its departments and catering
                                                                                                                                  • Figure 26: Bents Garden & Home, 2018
                                                                                                                                • Barton Grange Group will open a new leisure development in 2018
                                                                                                                                  • Scotsdales has added local stores
                                                                                                                                    • Cherry Lane adds 12th garden centre
                                                                                                                                    • Competitive Strategies

                                                                                                                                      • Expansion of e-commerce
                                                                                                                                        • Destination leisure developments
                                                                                                                                          • Restaurants are an important draw for garden centres
                                                                                                                                            • Figure 27: Millbrook Garden Centre, Restaurant with two storeys, 2018
                                                                                                                                          • Choice of restaurants at a single destination
                                                                                                                                            • Developing a unique identity
                                                                                                                                              • Figure 28: Dobbies, restaurant servery, 2018
                                                                                                                                            • Concessionaires help to develop new revenue streams
                                                                                                                                              • Satellite takeovers
                                                                                                                                                • Addressing the value market
                                                                                                                                                  • B&Q will source plants for the UK chain
                                                                                                                                                    • Wesfarmers fails to get to grips with Homebase/Bunnings
                                                                                                                                                    • Space Allocation Summary

                                                                                                                                                        • Garden centres outdoor space allocation overview
                                                                                                                                                          • Wyevale bringing new plants to market
                                                                                                                                                            • New 'Notcutts Garden' display concept to inspire to local gardeners
                                                                                                                                                              • Dobbies tapping into the vertical gardening trend
                                                                                                                                                                • Figure 29: Garden centres estimated outdoor garden space allocation, May 2018
                                                                                                                                                              • Garden centres indoor space allocation overview
                                                                                                                                                                • Notcutts new-look retail departments and eateries
                                                                                                                                                                  • Dobbies focused on food brands not regularly found in supermarkets
                                                                                                                                                                    • Wyevale embark on a brand new venture with Fat Face
                                                                                                                                                                      • Figure 30: Garden centres estimated indoor garden space allocation, May 2018
                                                                                                                                                                    • DIY retailers outdoor space allocation overview
                                                                                                                                                                      • Figure 31: DIY retailers estimated outdoor garden space allocation, May 2018
                                                                                                                                                                    • DIY retailers indoor space allocation overview
                                                                                                                                                                      • Figure 32: DIY retailers estimated indoor garden space allocation, May 2018
                                                                                                                                                                    • Detailed space allocation
                                                                                                                                                                      • Figure 33: Garden products retailers estimated detailed space allocation as a percentage of total floor space, May 2017
                                                                                                                                                                  • Launch Activity and Innovation

                                                                                                                                                                    • Lifestyle solutions for a family garden
                                                                                                                                                                      • Figure 34: Tesco show garden, 2018
                                                                                                                                                                    • Wyevale solves gardening problems
                                                                                                                                                                      • IKEA shows houseplants at Chelsea
                                                                                                                                                                        • Figure 35: IKEA indoor plants display, 2018
                                                                                                                                                                      • New garden chain in the south of England
                                                                                                                                                                        • Urban vegetable farming
                                                                                                                                                                          • Figure 36: HydroGarden, vertical growing system, 2018
                                                                                                                                                                        • Lighter and smaller equipment
                                                                                                                                                                          • Figure 37: Fiskars Light range, 2018
                                                                                                                                                                          • Figure 38: Hozelock Pico Power Pressure Washer, 2018
                                                                                                                                                                      • Advertising and Marketing Activity

                                                                                                                                                                        • Advertising spend up 10.5% in 2017
                                                                                                                                                                          • Figure 39: Total above-the line, online display and direct mail advertising expenditure on garden products and retailing, 2014-17
                                                                                                                                                                        • B&Q is the largest advertiser
                                                                                                                                                                          • Figure 40: Total above-the line, online display and direct mail advertising expenditure on garden products retailing, shares, 2017
                                                                                                                                                                        • DIY chains dominate retail advertising
                                                                                                                                                                          • Figure 41: Largest above-the line, online display and direct mail advertising expenditure on retailing, 2014-17
                                                                                                                                                                        • Campaign specifics
                                                                                                                                                                          • B&Q’s 2017 campaign featured an easy garden transformation
                                                                                                                                                                            • Figure 42: B&Q television advert, 2017
                                                                                                                                                                          • Wyevale emphasises ‘your garden’
                                                                                                                                                                            • Figure 43: Wyevale emphasises ‘your garden’, 2017
                                                                                                                                                                          • Television and press dominate media
                                                                                                                                                                            • Figure 44: Media share, above-the line, online display and direct mail advertising expenditure on retailing, 2017
                                                                                                                                                                          • Loyalty schemes and direct communication
                                                                                                                                                                            • Embracing social media
                                                                                                                                                                              • Nielsen Ad Intel coverage
                                                                                                                                                                              • The Consumer – What You Need to Know

                                                                                                                                                                                • 76% of homes have a garden
                                                                                                                                                                                  • 52% of those with gardens bought garden goods in 2017
                                                                                                                                                                                    • 88% bought plants and gardening goods in-store
                                                                                                                                                                                      • B&Q is used by four in 10 shoppers for plants, bulbs and garden chemicals
                                                                                                                                                                                        • 67% of shoppers bought garden tools, furniture or décor in-store
                                                                                                                                                                                          • Amazon is the third-most used retailer for garden tools, furniture and décor
                                                                                                                                                                                            • Convenience plays a huge role in decisions about where to shop
                                                                                                                                                                                              • Gardens are associated with relaxing, outdoor leisure and healthy lifestyles
                                                                                                                                                                                                • Garden centres have broad appeal
                                                                                                                                                                                                • Gardens in the UK’s Homes

                                                                                                                                                                                                  • 76% of UK homes have a garden
                                                                                                                                                                                                    • Over a million allotments
                                                                                                                                                                                                      • 14% have no gardens or outside space
                                                                                                                                                                                                        • Households with children are more likely to have gardens
                                                                                                                                                                                                          • Figure 45: Presence of gardens, balconies and allotments, April 2018
                                                                                                                                                                                                        • 9% has a balcony
                                                                                                                                                                                                          • No automatic link with owning a garden as people age
                                                                                                                                                                                                            • Figure 46: Presence of gardens, balconies and allotments, by age, April 2018
                                                                                                                                                                                                          • Owner-occupiers most likely to have a garden
                                                                                                                                                                                                            • Appeal to private renters with portable garden goods
                                                                                                                                                                                                              • Figure 47: Presence of gardens, balconies and allotments, by tenure, April 2018
                                                                                                                                                                                                          • Participation in Gardening Activities

                                                                                                                                                                                                            • More than 4 million garden at least once a week
                                                                                                                                                                                                              • Figure 48: Participation in Gardening Activities, April 2018
                                                                                                                                                                                                          • Shopping for the Garden

                                                                                                                                                                                                            • 29% of those with a garden bought plants
                                                                                                                                                                                                              • Figure 49: Shopping for the garden in the last year, April 2018
                                                                                                                                                                                                            • Frequent gardeners buy more
                                                                                                                                                                                                              • Figure 50: Shopping for the garden in the last year, April 2018
                                                                                                                                                                                                            • Those aged 55+ are important shoppers for plants
                                                                                                                                                                                                              • 25-34s most engaged with buying tools
                                                                                                                                                                                                              • In-store or Online Shopping for Gardening Goods such as Garden Plants, Bulbs or Chemicals

                                                                                                                                                                                                                • 88% bought in-store
                                                                                                                                                                                                                  • 25-34s most inclined to buy online
                                                                                                                                                                                                                    • Figure 51: In-store or online shopping for gardening goods, April 2018
                                                                                                                                                                                                                • Retailers Used for Gardening Goods such as Plants, Bulbs or Chemicals

                                                                                                                                                                                                                  • 39% shopped at B&Q
                                                                                                                                                                                                                    • Garden centres are widely used
                                                                                                                                                                                                                      • Younger shoppers attracted to B&M
                                                                                                                                                                                                                        • Supermarket shoppers
                                                                                                                                                                                                                          • Figure 52: Retailers used for gardening goods, April 2018
                                                                                                                                                                                                                      • In-store or Online Shopping for Garden Tools, Furniture or Décor

                                                                                                                                                                                                                        • Consumers less inclined to go shopping for tools, furniture or décor
                                                                                                                                                                                                                          • Figure 53: In-store or online shopping for garden tools, furniture or décor, April 2018
                                                                                                                                                                                                                      • Retailers Used for Garden Tools, Furniture or Décor

                                                                                                                                                                                                                          • Figure 54: Retailers used for garden tools, furniture or décor, April 2018
                                                                                                                                                                                                                      • Attitudes Towards Garden Products Retailers

                                                                                                                                                                                                                        • Convenience plays a major role in choice
                                                                                                                                                                                                                          • Fresh plants are a vital factor
                                                                                                                                                                                                                            • Who prefers value stores?
                                                                                                                                                                                                                              • Knowledgeable staff and specialists are important to 55-64s
                                                                                                                                                                                                                                • Eating out at the garden centre
                                                                                                                                                                                                                                  • Figure 55: Attitudes towards garden products retailers, April 2018
                                                                                                                                                                                                                              • Attitudes Towards Gardens

                                                                                                                                                                                                                                • Gardens have very positive associations
                                                                                                                                                                                                                                  • Hard to beat relaxing in the garden
                                                                                                                                                                                                                                    • 16-34s inclined to believe that garden centres are ‘just for confident’ gardeners
                                                                                                                                                                                                                                      • Leisure shopping at a garden centre
                                                                                                                                                                                                                                        • Quality matters more than price to wealthier shoppers
                                                                                                                                                                                                                                          • People think GYO veg is healthier
                                                                                                                                                                                                                                            • GYO could save you money
                                                                                                                                                                                                                                              • Figure 56: Attitudes towards gardens, April 2018
                                                                                                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                                                                                • Consumer research methodology
                                                                                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                  • Forecast methodology

                                                                                                                                                                                                                                                  Garden Product Retailing - UK - June 2018

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