"The future of the gardening market lies in capturing the interest of 16-34-year-olds. Not only do they actively participate in gardening but also lead in purchasing."
Steven Mayles - Retail Analyst
Mintel’s garden retail market analysis demonstrates that the industry is experiencing a surge in interest from 16-34 year olds. The rise in flat and apartment living is fuelling a demand for indoor gardening solutions and the market is capitalising on this, with areas such as the bathroom being identified as potential gardening spaces.
Mintel’s garden retail market research finds that gardening and outdoor products purchasing peaks among 16-34-year-olds. Their enthusiasm for gardening stems from a desire to create inviting outdoor areas for socialising and entertaining. This presents both opportunities and challenges for garden retailers, who need to adapt to a tech-savvy demographic that prefers online shopping and values sustainable gardening practices.
Although 77% of people have a private garden or outdoor space, this access is uneven: for example, in London, 40% of residents lack private gardens. Growing urbanisation and the shift towards flats and apartment living presents both challenges and opportunities for garden brands – demand for traditional gardening products like large planters and outdoor furniture is likely to dampen, but brands have the opportunity to innovate, offering products designed for compact and indoor spaces, making gardening more accessible to a wider audience.
Garden retailers have an exciting opportunity to evolve beyond traditional plant and pot sales by transforming into one-stop shopping destinations. Introducing non-gardening products, as well as on-site cafes or restaurants, brands can broaden their appeal, attract diverse audiences, and secure their place as hubs for both shopping and leisure.
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